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www.travelweekly-asia.com | 3 TALKING POINT Published by NORTHSTAR TRAVEL MEDIA SINGAPORE PTE LTD SINGAPORE 91 Bencoolen Street, #05-08 Sunshine Plaza, Singapore 189652 • TEL: +65-6801-0450 FAX: +65-6801-0469 BEIJING Room 024, Building 8, Qijiayuan Diplomatic Compound, No.9 Jianguomenwai Street, Chaoyang District 100600, China • TEL: +8610-8532 3611 | FAX: +8610-8532 5293 SHANGHAI Room 2553, The Headquarters Building, No.168 Central XiZhang Road, Shanghai 200001, China • TEL: +8621-5179 8360 | FAX: +8621-5179 8360 Travel Weekly Asia is published on a monthly basis by Northstar Travel Media Singapore Pte Ltd. Located at 91 Bencoolen Street, #05-08 Sunshine Plaza, Singapore 189652. All rights reserved. Volume 10 Issue 9 Please address all subscription mail to the above address, Fax +852 3020 5794, or email travelweeklyasia@asia-ad.net. 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Kemp CHIEF FINANCIAL OFFICER Lisa Cohen PRESIDENT, TRAVEL GROUP Robert G. Sullivan CHIEF DIGITAL OFFICER Matthew Yorke EXECUTIVE VICE PRESIDENT/GROUP PUBLISHER David Blansfield EXECUTIVE VICE PRESIDENT/EDITORIAL DIRECTOR Arnie Weissmann SENIOR VICE PRESIDENT/CHIEF CONTENT DIRECTOR Lori Cioffi SENIOR VICE PRESIDENT, HUMAN RESOURCES Janine L. Bavoso SENIOR VICE PRESIDENT, PRODUCT DEVELOPMENT & PRODUCTION Roberta Muller SENIOR VICE PRESIDENT, IT INFRASTRUCTURE & OPERATIONS Rich Mastropietro VICE PRESIDENT, INFORMATION PRODUCTS GROUP Sheila Rice VICE PRESIDENT, DATABASE PRODUCTS Elizabeth Koesser TRAVEL WEEKLY EVENTS PRESIDENT, TRAVEL GROUP Robert G. Sullivan SENIOR VICE PRESIDENT, EVENTS, TRAVEL GROUP Alicia Evanko-Lewis COVER CREDITS: FINAL09/AMNAD/GETTING IMAGES Stanley Ho is the senior editor of Travel Weekly Asia. A veteran journalist who spent a big part of his 20-year media career covering sports, he has reported on major sporting events around the world including the FIFA World Cup, the Olympics, and regional Games. Opportunities through sports Last month's Formula 1 Singapore Grand Prix was, as usual, a spectacle. For the 12th straight year, Singapore's city skyline formed a captivating backdrop to the racing action on the Marina Bay Street Circuit. It was the best two-hour tourism advertisement for the island state. After all, the race was broadcast to an estimated 840 million viewers worldwide. Imagine, if just a token 1% of those viewers were intrigued by the sights on their screens and sparked an interest to visit the city, Singapore could be seeing an additional 8.4 million tourist arrivals. Ditto Japan, who are currently hosting the Rugby World Cup at 12 venues in 12 cities across the country for 44 days. Organisers are expecting 1.8 million fans to attend the rugby extravaganza. Estimates state that Rugby World Cup will generate 437.2 billion yen (US$4 billion) in economic benefits, based on not just the sales of tickets and goods, but spending by up to 400,000 expected foreign visitors. Herein lies the main reason why CVBs around the world are racing to bid for major sporting events. Sports events are increasingly regarded as strategic tools to place a city on a worldwide tourist map, and they are seen as catalysts in giving local tourism a boost. According to reports, the sports tourism industry in 2017 generated US$7 billion globally. The pie is deliciously big enough for everyone. Once your CVB has done its job and secured the dream sporting event for your city, what can you do to ride on and prosper? The travel agents among you can always offer sports event- related packages that include travel (international and domestic flights, local transfers, car rentals etc), accommodation and match tickets. But don't just stop here. Throw in visits to the various tourist attractions as an opportunity to showcase your city away from sports, or add in experiential tours that help visitors learn more about the history and heritage of your city. Such experiences will help forge a more lasting connection between city and tourists – long after the stadium lights have dimmed. Smart event planners can even consider organising fan-related events during such times. A mini league between the fans of different countries or teams, for example, will not just be fun and memorable for visitors to participate in with global peers, it also offers brands an effective platform to reach out to an international market. The hospitality industry are also winners when it comes to sports tourism. On top of providing fans a quality place to stay, your business can use the opportunity to showcase the very best of your brand through creative food and beverage offerings with unique themes. Also, having elite sporting teams and athletes residing at your accommodation is a ringing endorsement for any hospitality brand. Just ask major hotel chains like Accor and Marriott, who are firm supporters of major European football clubs Paris St Germain and Manchester United respectively. They have come up with unique sporting-themed promotions and contests that give visitors a richer fan experience. Marriott, for example, offers once-in-a- lifetime experiences to United fans, including the chance to become the club's Stadium Announcer or Kit Manager for the day. As you can see, sporting events are not merely a festival for fans. The tourism industry can score in the game too.

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