Question:
Discuss about the Sports Tourism Market.
In this era of globalization tourism and sports are regarded as the emerging trend and are influenced by various social, economic and political factors. Sports tourism is one of the fastest growing sectors in the entire global travel industry. Sports provided a boost to the tourist industry of UK as there are many football fans in the country. The tourism organization in UK had declared that football is a highly effective tool which had attracted the visitors for a longer duration of time. The people in this era are conscious of their health and the recreational benefits which are provided by sports. The sports sector in Europe is highly impressive and this sector generates employment for the people of Europe. There are a large number of growing travel companies that are printing brochures for advertisement in adventure holidays and sports so as to attract people. This paper will highlight the sports tourism market of Europe and UK. The current competitors in this industry are also discussed in the paper. Moreover, the targeted customer group of the sports tourism industry and the potential revenue and market share earned by this industry for UK and Europe will also be discussed in this paper[1].
The sports tourism market is one of the fastest growing sector in terms of providing employment in UK. The tourism industry will worth more than £257 billion by 2025. 9.6% of the total jobs in UK are contributed by the sports tourism industry according to the report published by 2013. There will be net increase in job and thus this will increase the marginal revenue which is necessary for creation of more jobs in UK. It has been estimated that for every 1% increase in the total expenditure, there will be generation of employment equivalent to 4.89%[2]. Moreover, this sector is also predicted to grow at an annual rate of 3.8% till 2025. Thus, it can be said that this sector will contribute more growth than the other sectors such as construction, retail and manufacturing. The national tourism agency in Britain has found that there are more than two million overseas visitors who watch sports at the avenues every year. These visitors spend more than £900 per trip than the average overseas visitors spend. The Rugby World Cup in 2015 has continued to grow since the beginning of the first tournament in 1987[3]. This is considered to be one of the third largest sports event in the world.
The sports tourism market is estimated to grow at 41.45% CAGR during the period 2017-2021. The sports tourism market supports the global economy directly or indirectly in terms of employment and GDP. Olympics, super Bowl, FIFA World Cup, Cricket World Cup are the famous sporting events with a huge amount of viewership in the country. These viewers base of these sports event ranges in billions in case of sports like Super Bowl and various national championship such as Football League. The sports tourism sector contributed 3.5% of the total employment in the entire European Union. The total employment generated by these sports market is equivalent to 7.3 million[4] .
Gulliver’s Sports travel is one of the leading multi sport tour operator which offers sports packages for boxing, motorsports, cricket, hockey, horse racing and other sporting events. The company also offers travel programs which includes tailor made and corporate program for Europe and United Kingdom.
Ticketmaster is a ticket sales and distribution company for some sports such as football, tennis, golf, rugby, motorsport, cycling and other sports. It also provides tickets for theaters, arts and other events. The customers can book their tickets for shows and sports matches in certain areas. The parking, seating plan, travelling and venue tickets can be booked through ticket master[5].
Viator is a tourism and ticket company where the individuals can book soccer, wrestling and various sports tickets. There is also a provision to book winter sports ticket people can book holidays and seasonal tours tickets through viator.
Australian sports tour is one of the leading sports travel company in Australia which offers tickets for packaging and accommodation to all the leading sports events. The company can also arrange packages for premium sports such as motor sports, golf, horse racing, tennis and cricket. It deals with individuals and group travels globally and the company also provides a wide range of varied services which encompasses all kinds of sports travel.
Get Your Guide is a website where the customers can book their tickets for various activities such as excursions and tours. Moreover, the company acts as a third party providers and helps many other companies by providing the services through online platform. The customers have the provision to book their tickets directly through the websites and through android and IOS app. It has been found that the company offers more than 31,000 products for various destinations in the world.
City Discovery provides attractive offerings for the people of Greece, Italy, Brazil and Phillipines. The company is a Paris based company and its websites is available in 16 languages and it offers many other sports activities. This site is strongest in cultural tours and it focuses on sightseeing and museums rather than sports related activities.
Pocket Village also provides the travelers with different ideas as how to choose and what to do in their destination. There are many options which are available to the customers who want to book their tickets through Pocket Village. The customers are enquired about their budget and the place from where they will travel. Moreover, it also provides the customers handful of other options and the customers can also choose to book their tickets through Viator and Get Your Guide.
Zozi is a San Francisco based company which provides more than 220 adventurous tour and activities in two important Canadian cities and 21 US cities. The company also arranges 40 days multi day tour in more than 20 countries. The website of Zozi is designed in English language and it targets the young customers who are interested in various kinds of adventurous sports[6].
The tourism industry contributes £126.9bn to the GDP of UK. The total revenue earned from the tourist is £125.2 bn. Moreover, UK is the eight largest international tourism destinations. The sports tourism industry in UK earns a major proportion of revenue. It accounts for more than 3.5% of the global international tourists. The revenue earned by the tourism industry will continue to grow faster[7]. The inbound sports tourism industry is trying to spend more on international tourists and this is predicted to forecast a growth of 6% by the end of 2025. The value of inbound sports tourism is growing from £21 billion in 2013 to £57 bn in 2025[8].
The total revenue which is generated from sports tourism industry in UK is increasing in various regions in the European countries. In 2013, the global revenue earned by the sports tourism industry was 4.85 billion US$. This is expected to increase gradually over the period of time[9].
The market share of Ticketmaster is 6.12% in the total tourism sector. Moreover, the revenue of Zozi is 3.16%. The company is trying to raise $30 M from other businesses in the global tourism industry. On the other hand of Australian Sports Tour is 5.81%. Moreover, the market share of Get Your Guide is 4.15%. The market share of Pocket Village is 5.21 and City Discovery is 4.32%. This is likely to increase in the long run.
|
Sports |
2013 |
2015 |
2017 |
|
Rugby |
£153.5 million |
£187.32 million |
£202.52 million |
|
Golf |
£ 76 million |
£67 million |
£98 million |
|
Tennis |
£ 132 million |
£112 million |
£128 million |
|
Cricket |
£ 89 million |
£122 million |
£112 million |
|
Motor Sports |
£56 million |
£76 million |
£89 million |
The travelers are the main targeted customers of the sports tourism company. UK and Europe earns potential revenue from the travellers of different countries. These people spend a huge sum of money on buying tickets of Rugby. The planners who plan the trip are also the targeted customer groups of the various tourism companies. The people plan a short trip with their families and friends to watch the Super Bowl or other football games. The revenue earned from the planners contributes more than 5.65% in the entire tourism industry. The experts i.e. the well researched sports person also contribute a major proportion to the sports tourism industry. They buy tickets of various sports and thus it helps in improving the revenue of the home country.
Conclusion
Thus, it can be said that the sports tourism industry has laid global economic contribution. There are various economic impact on the industry i.e. transportation, accommodation and attraction. UK and Europe are also earning a huge sum of revenue from the sports tourism industry and this will continue to reap the economic benefits. The retained profit from these sports is also gradually increasing and this is trying to add additional revenue to these countries.
Airport Watch. Airportwatch.Org.Uk, 2017, https://www.airportwatch.org.uk/2012/11/downturn-is-climate-opportunity-says-iea/.
Asl, Malihe Alizadeh, and Hamid Janani. “Effect of Azerbaijan International Cycling Tour on Development of Factors of Sports Tourism from the Perspective of Organizer and Tourism Experts in 2013.” (2014).
GBP, Ticket. “Rugby Football Union (RFU) Ticket Revenue 2010-2016 | UK Statistic.” Statista. N.p., 2017. Web. 13 Nov. 2017.
Tourism Alliance.Tourismalliance.Com, 2017, https://www.tourismalliance.com/downloads/TA_390_415.pdf.
Theguardian.Com, 2017, https://www.theguardian.com/travel/2012/oct/22/football-fans-uk-tourism-figures.
Van Rheenen, Derek, Sorina Cernaianu, and Claude Sobry. “Defining sport tourism: A content analysis of an evolving epistemology.” Journal of Sport & Tourism 21.2 (2017): 75-93.
Visit Britain. Visitbritain.Org, 2017, https://www.visitbritain.org/visitor-economy-facts.
Weed, Mike. “After 20 years, what are the Big Questions for sports tourism research?.” (2014): 1-4.
Zhang, Bing, et al. “Sports industry and tourism integrative development effectiveness prediction.” Journal of Chemical and Pharmaceutical Research 7.3 (2015): 1867-1872.
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