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Major Events As Catalysts for Tourism”, OECD Tourism Papers, 2017/02, OECD Publishing, Paris Please cite this paper as: OECD (2017), “Major events as catalysts for tourism”, OECD Tourism Papers, 2017/02, OECD Publishing, Paris. http://dx.doi.org/10.1787/a0e8a96f-en OECD Tourism Papers 2017/02 Major events as catalysts for tourism OECD This policy paper is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and the arguments employed herein do not necessarily reflect the official views of OECD countries. The publication of this document has been authorised by Lamia Kamal-Chaoui, Director, Centre for Entrepreneurship, SMEs, Local Development and Tourism. This document, as well as any [statistical] data and map included herein, are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area. This document has been declassified on the responsibility of the Tourism Committee under the OECD reference number CFE/TOU(2015)14/FINAL. © OECD 2017 You can copy, download or print OECD content for your own use, and you can include excerpts from OECD publications, databases and multimedia products in your own documents, presentations, blogs, websites and teaching materials, provided that suitable acknowledgment of OECD as source and copyright owner is given. All requests for commercial use and translation rights should be submitted to [email protected]. 2 © OECD – MAJOR EVENTS AS CATALYSTS FOR TOURISM ABOUT THE OECD The OECD is a multi-disciplinary inter-governmental organisation of 35 member countries which engages in its work an increasing number of non-members from all regions of the world. The Organisation’s core mission today is to help governments work together towards a stronger, cleaner, fairer global economy. Through its network of 250 specialised committees and working groups, the OECD provides a setting where governments compare policy experiences, seek answers to common problems, identify good practice, and co-ordinate domestic and international policies. The OECD member countries are: Australia, Austria, Belgium, Canada, Chile, the Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Japan, Korea, Latvia, Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Poland, Portugal, the Slovak Republic, Slovenia, Spain, Sweden, Switzerland, Turkey, the United Kingdom and the United States. The European Commission takes part in the work of the OECD. ABOUT THE TOURISM COMMITTEE This policy paper was prepared by the OECD Centre for Entrepreneurship, SMEs, Local Development and Tourism, as part of the Tourism Committee’s Programme of Work. The Tourism Committee, created in 1948, acts as the OECD forum for exchange, and for monitoring policies and structural changes affecting the development of domestic and international tourism. Addressing the major challenges faced by the tourism industry, and maximising tourism’s full economic potential, requires an integrated and multi-faceted approach to tourism policy development across many government levels and departments. In this environment, OECD members see considerable benefit in co-operating to address economic, sustainability and employment issues, and promote tourism policy performance and evaluation, innovation and liberalisation of tourism. A closer co-operation with major emerging economies is also seen as being critical to achieving a strong impact with this work. The website of the Tourism Committee (www.oecd.org/cfe/tourism/) provides detailed information about the OECD activities on tourism. © OECD – MAJOR EVENTS AS CATALYSTS FOR TOURISM 3 ACKNOWLEDGEMENTS Peter Haxton drafted and co-ordinated this report, under the direction of Alain Dupeyras, Head of the OECD Tourism Unit, and with the support of Taekyeong Jung. The report was developed in partnership with the European Commission. The report benefitted from significant contributions from 18 countries: Australia, Canada, Chile, Czech Republic, Denmark, Egypt, Estonia, France, Iceland, Ireland, Italy, Mexico, New Zealand, Russia, Spain, South Africa, Turkey, and the United Kingdom. 4 © OECD – MAJOR EVENTS AS CATALYSTS FOR TOURISM TABLE OF CONTENTS Summary and key policy messages ............................................................................................................. 7 The relationship between major events and tourism .................................................................................. 11 Aligning tourism and major events strategies to promote tourism growth ................................................ 15 Selected country approaches .................................................................................................................. 15 Measuring the potential impacts of major events on the visitor economy ................................................. 23 Economic impacts .................................................................................................................................. 25 Socio-cultural and other intangible impacts ........................................................................................... 32 Environmental impacts ........................................................................................................................... 37 Methodologies to evaluate the impacts of major events on the visitor economy ...................................... 39 Selected country approaches .................................................................................................................. 42 References .................................................................................................................................................. 49 Table Table 1. Utilising TSA to estimate the economic contribution of business events ............................. 41 Figures Figure 1. Typical event categories ........................................................................................................ 11 Figure 2. The five components of business event value ....................................................................... 33 Boxes Box 1. New Zealand Major Events - Leverage and legacy planning ......................................................... 24 Box 2. France – EURO 2016 programme and impacts .............................................................................. 28 Box 3. Italy – Expo Milan 2015 impacts ................................................................................................... 30 Box 4. Sydney - Beyond tourism benefits of business events ................................................................... 34 Box 5. Scotland - The socio-cultural impacts of the Edinburgh Festivals programme ............................. 36 Box 6. Triple impact assessment of event tourism .................................................................................... 40 © OECD – MAJOR EVENTS AS CATALYSTS FOR TOURISM 5 6 © OECD – MAJOR EVENTS AS CATALYSTS FOR TOURISM Summary and key policy messages Summary and key policy messages Events are a dynamic and fast-growing sector that has obvious synergies with tourism. If managed and hosted effectively, they can expand the visitor economy, provide media exposure, promote regional development, and stimulate the upgrading of infrastructure and the emergence of new partnerships for financing sport, tourism, culture, and leisure facilities. The hosting of major events, therefore, represents a unique opportunity to rethink or reposition a destination and to support the development of modern infrastructure. As such many countries now view the successful hosting of such events as a vehicle for economic growth, job creation, branding, well-being, and urban regeneration. From a tourism perspective, many cities, regions and countries are now devoting considerable resources to developing, attracting and supporting major events as part of a wider strategy to increase visitor numbers and expenditure. However, hosts cities, regions and countries of such events face a range of challenges including funding, effective governance, and the ability to accurately evaluate the economic, social, environmental, and other added value of tourism events. The report focusses on those major one-off or recurring events with the ability to attract significant numbers of domestic or international participants/spectators, and provide significant economic, social and cultural benefits to the host economy; thus promoting changes in terms of territory dynamics and tourism development. Due to their very unique scope and scale, the specific impacts of mega-events such as the Olympic Games and the FIFA World Cup, are not considered directly. The report considers a large number of country approaches (benefitting from inputs from Australia, Canada, Chile, Czech Republic, Denmark, Egypt, Estonia, France, Iceland, Ireland, Italy, Mexico, New Zealand, Russia, Spain, South Africa, Turkey, and the United Kingdom) to better understand events-related policy and practices used to promote tourism growth. It clearly highlights that major events have the capacity to create substantial legacies for the host destination (both positive and negative). These can be in the form of physical assets, such as stadia, lasting recognition of destination branding in key tourism markets or better community understanding of a sport or cultural activity, and are naturally linked to the objectives of the host city or country. The success of an event can also encourage attendees
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