Sporting legacy |
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honoured to be recognised for our efforts in growing the MICE industry locally and globally .”
One wonders how much of this is due to Qatar hosting the FIFA World Cup in 2022 and Saudi Arabia being named the host for 2034 .
Liz Jones , director of marketing and communications , Melbourne Convention Bureau ( MCB ), underlines the importance of working in partnership to create exceptional experiences . Melbourne is well known for its sporting prowess . She says : “ MCB ’ s integration into Visit Victoria gives it an edge over local and
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international competitors in accessing these major events and generating new and immersive opportunities for incentive groups .”
A bleisurable future ? Looking to the future , James Rees , executive director , ExCeL London , states : “ The rise of e-sports presents an emerging opportunity , with publishers and organisers increasingly turning to ExCeL , confident in our ability to deliver both exceptional sporting experiences and consumer events on a large scale , a legacy impact from our 2012 track record .”
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Above : BEDA CEO , Anthony Ryan |
Brisbane Economic Development Agency ’ s CEO Anthony Ryan , is positive about what ’ s to come , saying , “ With the Brisbane 2032 Olympic and Paralympic Games on the horizon , we have a once-in-a-lifetime opportunity to supercharge Brisbane ’ s growth , and cement its appeal as one of the best cities in the world to live , work , visit and invest .”
He continues : “ Brisbane is the ‘ bleisure ’ capital of Australia , with more corporate travellers than anywhere else in Australia . We ’ re harnessing our thriving business and major events calendar to attract visitors , and encourage them to stay longer and experience our lifestyle and entertainment precincts , like Howard Smith Wharves and South Bank , to accelerate the growth of our $ 10.6 billion visitor economy .”
It makes sense for MICE professionals to understand how sporting bodies decide where to hold events . The global SportAccord network and event can help with this understanding . They produce a summit that brings together key decision-makers from the International Olympic Committee , organisations involved in the business of sport , host cities , politics , and the academic world .
The 2024 edition of the SportAccord summit took place in Birmingham , England , and gathered more than 1,700 attendees from 65 countries for networking and a packed agenda of meetings , exhibitions and social events at the International Convention Centre .
If you want to join the race to the winning destinations for big sporting events , keep an eye on the politics , humanitarian issues , the security debate , and sustainability issues and records of potential host cities . If these factors align on the starting blocks , you ’ ll know whether you ’ ve played the long game well and that mega sports destination will be right for you . n
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