Olympics to Damage UK Tourism
Below is a MRR and PLR article in category Travel Leisure -> subcategory Other.
Olympics May Harm UK Tourism
Concerns Over the 2012 Olympics' Impact on UK Tourism
Despite government assurances that the 2012 Olympics will boost UK tourism, evidence suggests otherwise. The government is facing pressure to implement a strategy to counteract potential tourism downturns during the London Olympics.
Tourism Challenges
The European Tour Operators Association (ETOA) urges strategic planning and marketing to prevent a tourism decline during the Olympics. A recent ETOA report challenges the idea that hosting the Olympics benefits tourism growth.
Historical Evidence
The report reveals that countries hosting the Olympics often experience a drop in tourism growth. For instance, Australia saw a decline in visitor growth two years before the Sydney Olympics, which lasted over two years after the event. Comparatively, New Zealand's tourism continued to grow steadily. This "Olympic Effect" has also been observed in Atlanta (1996), Barcelona (1992), and Seoul (1988).
Long-term Impact
ETOA's research suggests that the long-term benefits of hosting the Olympics are overstated. While Barcelona's post-Olympics tourism grew, it was outpaced by other European cities like Prague and Dublin.
Athens Case Study
Although official statistics for Athens post-Olympics aren't available, a decline seems evident. In 2002, arrivals in Greece increased by 8.2%, yet fell by 1.5% in 2003, continuing into early 2004. Just before the Athens Games, visitor numbers dropped by 12%.
Recommended Measures
ETOA recommends the following to mitigate tourism impact:
1. Avoid imposing additional taxes on the tourism industry.
2. Launch a national marketing campaign with sufficient funding.
3. Communicate that London can host the Games without disrupting tourism.
4. Offer initiatives to reassure potential visitors of availability and affordability.
5. Provide "Olympic visitors" a comprehensive UK tourism experience.
Raising Awareness
ETOA suggests that previous positive reports often rely on optimistic forecasts rather than past data and may be influenced by organizations promoting the Games.
Media Exposure Claims
The ETOA also questions the International Olympic Committee's (IOC) claims about media reach. For instance, IOC President Jacques Rogge's claim of a 40 billion cumulative TV audience for Athens is seen as exaggerated. Given the world population, reaching such numbers would require unrealistic viewership rates.
This analysis calls for careful planning to ensure the UK capitalizes on the Olympics without compromising its tourism industry.
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