TASK Compass 12

Insights into Tourism Branding
DATE :
APRIL 2010
Created for CNN's TASK Group by Anita Mendiratta all rights reserved
PAGE 1
THE POWER OF PLAYING HOST

The Olympic Games. The FIFA World Cup. The Commonwealth Games. The
Paralympic Games. The Cricket World Cup. The Rugby World Cup.
For athletes of the world these (and many other) major sporting events represent
the highest point of achievement on the international sporting stage. With the
eyes of the world watching, athletes are given the opportunity to prove that they
are among the best in the world. Prominence, preeminence, profile and power
these are outcomes of being seen to play a part in the Games.
Yet to earn the right to play a part takes years of preparation. Significant
investment of time, energy and money are prerequisites. You have to really want it
to be able to win your place on the podium. And you need to make every
second of the Games worth it to be able to maximise the benefit of being able to
say I was there. Because those few days of competition can change your life
forever.
Winning a place in the Games is not the only competition involved in major
sporting events. Equally fierce is the competition to win the right to be the place
where the Games are held.
Like aspiring athletes, aspiring host cities seek their moment of fame, the
opportunity to show the world what they can do better than anyone, and
anywhere, else. To be awarded the title and immense honour of host city of a
major international sporting event can have as profound an effect on a city,
region and nation as on an athlete. It can change the profile of the place, and
lives of the people, forever.
To take on the responsibility of host city or nation of a major sporting event
demands unprecedented levels of commitment to delivery of a very tightly
defined, carefully watched and painstakingly engineered set of contracted
deliverables as defined by the Games owners the IOC, FIFA, ICC, IRB, etc. For
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an extended period of time the event grabs hold of the best of the citys or
nations resources, taking over personal lives and professional careers. There is
zero margin for executional error, zero opportunity for Plan Bs, zero space for
exhale. And this is even before the Games begin.
So why do destinations do it? Why is being host city or nation so important? Why
turn a place seemingly upside down for a few days of sport? A few locations of
play? A few special athletes?
Its all about one little word with massive impact: LEGACY.
WINNING THROUGH HOSTING

The chance to play host to a major event is an exceptional opportunity to shape
the future of the nation, especially its tourism sector. And with that, to magnify the
multiplier effect of the tourism economy, and the greater spirit of the people of
the nation itself. As a powerful example of the power of major events: the 2010
FIFA World Cup in South Africa.
South Africas hosting of the FIFA World Cup in June 2010 represents so much more
than 30 days of football. Even for this football-loving nation. Its about Legacy. As
stated emphatically by Dr. Danny Jordaan, CEO of South Africas 2010 Organising
Committee:
"Its not about football its about nation building. South Africa has been chosen
to not only stage the World Cup in 2010 but also to carry the hopes, dreams and
aspirations of Africa and especially African football. This provides a golden
opportunity to change perceptions about Africa and to influence public opinion
around the globe.
We must demonstrate through this event that we are equal to the best (FIFA
WORLD CUP) countries in the world equal to Germany, equal to France, equal to
the United States, equal to Japan. If we can be equal to them we must be
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amongst the best. And that we can transfer into our business approach in
investment, in tourism. Through the 2010 FWC we can leave a legacy of growth,
unity and pride.
SCORING POINTS
From the perspective of the Tourism Economy, with major events come the
potential for dramatic increases in a number of critical destination growth and
development metrics. These include, inter alia,:
ARRIVALS athletes, support teams, media, officials and fans arriving into the
destination from across the country and across the world for the Games, and
for pre-and post-Games touring
REVENUES money spent by visitors spending time in the destination over the
period of the Games, as well as pre and post stays
INVESTMENT money injected into the destination for critical infrastructure

development
EMPLOYMENT the tens of thousands of people employed in the array of roles

needed to make the event happen - before, during and after the Games
SKILLS DEVELOPMENT knowledge and skills transfer which result from Games
preparations and activation and which remain in peoples minds and lives
ENVIRONMENTAL MANAGEMENT engineering environmentally responsible

methods of design and operation into new and/or upgraded infrastructure greening the Games
IDENTITY building of profile of the destination as a host city / nation through

media exposure of the event
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UNITY the natural effect of the coming together of the people of the host city
or nation
For this reason major sporting events are actively sought after by governments.
The long-term benefits far outweigh the short-term cost. Through major events
critical initiatives can be addressed, core attitudes shifted, key strategic priorities
fulfilled. Which is why for a limited period of time national treasuries willingly turn
into giant ATMs (with withdrawal limitations, of course), channeling funds into
major, mandatory infrastructure projects required for the events, recognising the
greater value of hosting as a powerful stimulant to their:
economy,
society,
key economic sectors (especially Tourism),
national Brand,
and ultimately
global competitiveness.
Timing of hosting is, of course, critical.

Back in May 2004 when South Africa bid for the title of host nation of the 2010 FIFA
World Cup, leaders of the national bid team knew very well the impact that
winning would have on national image advancement within and outside South
Africa. The moment Sepp Blatter, President of FIFA, opened the envelope and
revealed South Africas success in its bid, not only did the joy at the moment of
announcement allow President Nelson Mandela to feel like a 16 year old teenage
boy again while tearfully holding the World Cup tight, the moment also set South
Africa on a six year path of national reconstruction, both physically and
emotionally. Interestingly, preparations for the Games since 2004 have insulated
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the nation from the worst of the impact of the 2008/9 global economic downturn.
Whilst the building sector globally came to a grinding halt due to the lack of
availability of credit and the high cost of materials, as a result of pre-committed,
pre-funded Games preparations thousands of workers involved in 2010 FWC
infrastructure projects across the country have remained employed. Progress has
been maintained. And of critical importance, the people of the nation have
remained focused on the day the opening whistle of the Games blows on June
11th, 2010. The spirit of the nation has remained positive and inspired.
ENGINEERING SUCCESS: BUILDING A DESTINATION

Putting aside all of the glitz, glamour, grand excitement and great blessing of
hosting a major sporting event, Games execution must be understood and
positioned by the destination as a strategic lever within the greater Tourism
Growth and Development Strategy.
Form and fanfare must follow strategic function.
It is critical that major sports events maximise short-term efforts for the long-term
benefit of the destination to truly
the destination:
: directly reflecting, and overtly driving, the essence of the destination

BRAND
: working to UNITE the people of the destination, and its visitors, closer
together in pride, in interaction, and in upliftment of quality of life
: ensuring INFRASTRUCTURE supports delivery of both hard (transport

systems, energy, stadiums, telecommunications, safety & security,
accommodation, etc.) and soft (service culture, skills development,
Brand delivery, policy, marketing & promotion, partnerships etc) areas
of the experience
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: investing in the LEGACY of the Tourism sector creating today what

will become the building blocks of tomorrow
: dramatically enhancing the destinations ability to DELIVER the

tourism Brand promise to travellers
The benefits of hosting a major sporting event are as wide reaching, deeply
penetrating and long lasting as the vision of the leadership of the local
government and people of the destination. While there may only be one gold,
one champions trophy, one MVP, when it comes to hosting major sports events
winning goes far beyond the athletes.
When the rules of hosting the game are mastered, and the role of the Tourism
sector is played correctly, the host city or nation can only come out on top.
Let the Games begin!
- ENDS -
PAGE 7

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Insights into Tourism Branding

Insights into Tourism Branding

THE POWER OF PLAYING HOST

Insights into Tourism Branding

WINNING THROUGH HOSTING

Insights into Tourism Branding

INVESTMENT money injected into the destination for critical infrastructure

EMPLOYMENT the tens of thousands of people employed in the array of roles

ENVIRONMENTAL MANAGEMENT engineering environmentally responsible

IDENTITY building of profile of the destination as a host city / nation through

Insights into Tourism Branding

key economic sectors (especially Tourism),

Timing of hosting is, of course, critical.

Insights into Tourism Branding

ENGINEERING SUCCESS: BUILDING A DESTINATION

: directly reflecting, and overtly driving, the essence of the destination

: ensuring INFRASTRUCTURE supports delivery of both hard (transport

Insights into Tourism Branding

: investing in the LEGACY of the Tourism sector creating today what

: dramatically enhancing the destinations ability to DELIVER the

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