In recent years, the integration of technology and sports has given rise to a dynamic phenomenon known as sports tourism. This burgeoning industry sees enthusiasts’ travelers crossing borders to witness and participate in a vibrant tapestry of sporting events. The UNWTO estimates that sports tourism generates around 10% of global tourism expenditure and expects this figure to surge by 17.5% between 2023-2030.
The impact of technology on sports tourism goes beyond the thrill of competition. It has revolutionised how we experience and engage in sporting events, shaping a global industry that connects individuals across borders and transcends geographical boundaries. This dynamic interplay is not merely changing the viewing experience, it is reshaping the very fabric of the sports tourism landscape.
Consider the colossal scale of mega events like the Olympics. These global spectacles, where athleticism collides with cultural exchange, draw millions of visitors, athletes, and crew members. The Tokyo 2020 Olympics, for instance, hosted over 11,000 athletes from 206 nations, attracting a staggering 3.5 billion television viewers worldwide. Such events create an intense demand for seamless travel experiences, prompting the need for cutting-edge travel technology. Coordinating the movement of these colossal crowds requires sophisticated solutions optimizing transportation, accommodation, and overall event management. Travel technology becomes a crucial ally during these mega-sporting events, ensuring efficiency, safety, and an enhanced experience for participants and spectators alike. Effective Hospitality to Fuel Tourism Engine
The hospitality industry plays a vital role in enhancing the sports tourism ecosystem, providing accommodation, catering, and other services to sports tourists. From increased occupancy and revenue to brand awareness and loyal customers, even sports tourism offers significant benefits to these hotels. During the ICC World Cup 2023, host cities hotels witnessed over 90% occupancy and up to 500% higher room rates.
Moreover, the upcoming IPL 2024 is poised to follow suit, with over 25,000 room nights expected to attract many visitors, media, and celebrities alike. Similarly, the upcoming ICC World T20 presents a significant opportunity for the hospitality industry as cricket enthusiasts from around the world will flock to host cities, generating a surge in demand for accommodation, dining, and entertainment. Hotels, restaurants, and local businesses stand to benefit immensely, experiencing increased footfall and revenue during the tournament.
However, catering to the diverse and dynamic needs of sports tourists presents both challenges and opportunities. Hotels must navigate surges in demand, manage inventory and distribution effectively, enhance guest satisfaction and loyalty, and optimize revenue. In such a case, Amadeus Hotel Business Intelligence Solutions comes into play, offering a 360-degree view of rate, occupancy, and distribution trends, empowering informed decision-making regarding operations, marketing strategies, and revenue management. Moreover, our other tools like Demand360, Revenue Strategy 360, and Market Intelligence further augment their capabilities to provide customizable dashboards, real-time data monitoring, and insights into guest preferences and behavior, enabling hotels to personalize offerings and elevate the guest experience.
Promoting Sustainable Practices for Greener Games
Tech also plays a pivotal role in fostering sustainability within sports tourism. From eco-friendly stadium designs utilizing renewable energy sources to digitized ticketing systems reducing paper waste offers promising solutions. The Paris 2024 Olympics aims to be the first carbon-neutral Games, employing renewable energy, low-carbon transport, and digital solutions to minimize emissions and waste. In India, the M. Chinnaswamy Stadium in Bengaluru, a prominent host for IPL and international cricket matches, boasts a rainwater harvesting system that collects and stores water for irrigation and sanitation purposes. Even the Indian cricket board has launched a green initiative encouraging solar power, waste management, and water conservation measures across all stadiums in India.
Emirates has inked MoUs with the Greek National Tourism Organisation (GNTO) and Austrian National Tourist Office (ANTO) to bolster inbound tourism and collaboration. The airline has pledged to support Greece’s travel industry by enhancing traffic from top inbound markets, including the US, UAE, Australia, India, and China. Similarly, the partnership with ANTO aims to drive inbound visitors to Austria, leveraging Emirates’ extensive global network.
Tech-Driven Sporting to Lead the Future
The Indian sports tourism market is projected to grow at a CAGR of 17.1% from 2023 to 2030, reaching a staggering $52,967 million, reflecting the rising demand for innovative sports tourism products and services. Emerging technologies like AI, blockchain, and 5G are poised to further revolutionize the industry. AI-powered predictive analytics will personalize fan experiences, while blockchain will ensure secure ticketing systems. As India prepares to host major events like the 2026 Youth Olympics and the 2032 Summer Olympics, technology will play a key role in enhancing fan experiences, boosting athlete performance, and upgrading event infrastructure.
As India spearheads this revolution, it’s poised to become a global leader in sustainable and tech-driven sports tourism. Imagine AI-powered travel assistants suggesting immersive fan experiences tailored to your preferences, or secure blockchain-based ticketing systems eliminating fraud and streamlining entry.
This confluence of technology and sustainability promises a future where sports tourism is not just about witnessing athletic feats, but about fostering global connections, cultural exchange, and a shared passion for sport. It’s a future where fans feel immersed and engaged, athletes perform at their peak, and host cities thrive on the economic and social benefits of a thriving industry. By embracing technology and innovation, we can unlock the true potential of sports tourism, creating a connected, sustainable, and unforgettable experience for everyone involved.
The author is the SVP – Travel Distribution Engineering and Center Head, Amadeus Labs India.
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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60,000 people across Bhutan have been trained in cricket, playing on the highest altitude pitches in the world. To cater to the growing interest in cricket tourism, travel agencies in Bhutan are now offering specialised packages for cricket enthusiasts. These packages include the ground fee, match officials, equipment, lunch, refreshment, cricket opponent, first aid and even trophies.
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OYO, the global hospitality technology company, has embarked on a new journey by launching its dedicated sports hospitality business aimed at revolutionising the management of large-scale sports events. With a focus on providing end-to-end solutions, OYO’s sports hospitality venture aims to seamlessly integrate accommodation, catering, and transportation services, redefining the way sports events are organized.
In a strategic move, OYO has identified 100 hotels across 12 key cities, including Delhi, Chennai, Bangalore, Pune, Lucknow, Jaipur, and Chandigarh, among others, to cater to the unique needs of athletes and sports officials participating in various sports events. These cities, equipped with the necessary infrastructure, are poised to host large sports tournaments effectively.
With an emphasis on offering a comprehensive hospitality experience, OYO will provide a diverse range of accommodation options, catering to various budget preferences, and ensuring the comfort and convenience of participants and attendees. Specialised packages and group booking options will be available to accommodate the specific requirements of sports teams and large groups.
Furthermore, OYO will collaborate with third-party agencies for catering and transportation services, offering a wide array of food options and efficient travel solutions tailored to the preferences and dietary requirements of athletes and attendees. From nutritious pre-event meals to catering packages for VIP lounges, OYO aims to elevate the overall dining experience during sports events.
To streamline the movement of participants and spectators, OYO’s transportation solutions will include shuttle services, private transfers, and meticulous coordination of transportation schedules, ensuring smooth logistics between venues, hotels, and other event locations.
OYO’s venture into sports hospitality comes on the heels of its successful management of more than ten large-scale sports tournaments in 2023, including prestigious events such as Khelo India Youth Games, National Games, and ESIC Sports Meet. With a track record of catering to over 40,000 athletes and sports officials, OYO’s expertise in event management positions it as a trusted partner for sports associations nationwide.
Commenting on the development, Pankaj Kumar, Head of Government and Sports Hospitality Business, OYO, talked about company’s commitment to innovation and customer-centric solutions. He stated, “The launch of our sports event management unit aligns with OYO’s commitment to continuous innovation and customer-centric solutions. With a focus on delivering quality hospitality, OYO plans to offer athletes a conducive and comfortable environment, ensuring they can fully concentrate on their training and competitions.”
In addition to catering to mainstream sports events, OYO’s inclusive approach extends to differently-abled sportspersons, with partnerships established for events such as Khelo India Para Games and Sardar Patel National Divyang Cricket Tournament, offering round-the-clock assistance to all participants.
The introduction of the Sydney Meetings Fund by Business Events Sydney underscores BESydney’s commitment to supporting event planners and promoting Sydney as a premier destination for corporate and incentive events. With funding opportunities now available, event planners in India have access to financial support to enhance their event experiences in Sydney.
In a separate development, OYO has announced its partnership with the International Theatre Festival of India (Bharat Rang Mahotsav) as its accommodation partner. As part of the partnership, OYO has engaged over 40 hotels in various categories to cater to their requirements.
OYO will provide accommodation to more than 2000 participants, artists, and attendees with seamless
and comfortable lodging options across various cities such as Delhi, Mumbai, Pune, Vijaywada, Jodhpur,
Bhuj, Jammu and Bhuvneshwar hosting the festival.
The International Theatre Festival of India organised by National School of Drama is renowned for its
celebration of creativity, diversity, and innovation in the performing arts. Drawing renowned actors,
directors, playwrights, and theater enthusiasts from around the globe.
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