26 Mar, 2001

The Sporting Life and Its Links to Tourism

Imtiaz Muqbil

The Sporting Life and Its Links to Tourism: Spurred by the high-publicity Olympics 2000 in Sydney, the World Tourism Organisation commissioned a study in 2000 to analyse the growing links between sports and tourism. An executive summary of how the French, Germans and Dutch travellers mix the two.

Some Friendly Advice From the Australians: The Aussies are widely said to have got their Olympic experience right. But they also learned some lessons, and are now more than willing to share them.

The Sporting Life and Its Links to Tourism

The World Tourism Organisation (WTO) and the International Olympic Committee (IOC) commissioned a study by IPK International on the level and characteristics of the sport activities engaged in during holidays abroad. Germany, the Netherlands and France were chosen for this study as their citizens were among the highest in terms of international tourism expenditure in 1999. Along with a number of suggestions on ways to better tap the sports market, the study also deals with many practical aspects, e.g.: Length of stay, expenditure, seasonal demand, booking patterns, accommodation, and consumer profiles such as gender, age, social status, and area of residence.

Method and Database

The report uses data from the European Travel Monitor which is based on representative opinion polling in 33 European countries. Each of the 33 countries has its own sample, representative for the universe of the corresponding national population 15 years and older. The full study comprises the following parts:

Chapter I, compares the data and characteristics of sport activities practised by German, Dutch and French travellers during their outbound holidays. It also gives a traveller profile for each country according to the intention of practising a sport during their holidays Chapter II, part I describes the significance of sport during German outbound holidays.

Chapter II, part 2 gives an overview of the share, volume and sport activities of each single “sport-oriented” type of holiday of the Germans. Also, an overall picture is given about the travel characteristics (i.e. Length of trip, spending behaviour, season of holiday, organisation, accommodation, target group profile) of all three “sport-oriented” types of holidays together.

Chapter II, part 3 provides information on the “less sport-oriented” types of holidays of the Germans. Analogous to chapter II, part 2 gives the share, volume and sport activities of each single “less sport-oriented” type of holiday of the Germans, as well as the overall picture of the travel characteristics are described.

EXECUTIVE SUMMARY

Overview

Whereas sport-related trips accounted for slightly more than 50% of the total outbound trips of the Germans and the Dutch, they remained low in the case of French travellers at 23%. Among sport-related holidays, the share of holiday trips directly centred on sport activities was high among Dutch travellers (43%), whereas French travellers favoured less sport-oriented holidays (85%).

By differentiating among the more or less “sport-oriented” outbound holiday trips according to the significance of the sport/sport activity, the following distinctions can be made:

– “Sport-oriented” outbound holidays (= holiday types where sport/sport activities play a larger role/are the focal point of the holidays), and;

– “Less sport-oriented outbound holidays (= holiday types where sport activities are practised to a certain extent, but sport is not the focal point of the holidays).

SPORT-ORIENTED HOLIDAYS

Three types of sport-oriented holidays – summer sport holidays, winter sport holidays, mountain holidays – enjoyed similar popularity among French and Dutch travellers. Germans preferred mountain holidays (43%) to summer holidays (19%). Skiing and hiking/walking were most popular sport activities among winter sport holidaymakers and mountain sport travellers, respectively. In the case of summer sport holidays, French travellers favoured diving/snorkelling, whereas Germans and Dutch were keen on hiking/walking.

Even though mean spending of the Dutch sport-oriented holidaymakers was low at 51 Euros, they tend to make long stays (average length of stay was 11.6 nights). French travellers were the biggest spenders with mean expenditure of 1,010 Euros per trip and 97 Euros per night.

For French and Dutch sport-oriented holidaymakers, May-August was the period most often chosen for going abroad, while Germans preferred the January-April season.

A third of Dutch travellers went abroad without pre-booking, whereas only 17% of French travellers did so. The highest percentage of non-trade pre-booking was found among German travellers (50%). While Germans preferred to stay at hotels (58%), the Dutch liked to stay in other paid accommodation (60%).

In all three countries, there were more male travellers than females. It was also mainly the higher income and education groups and large cities that generated most of these outbound flows. Austria was the most favoured destination among sport-oriented holidaymakers from the three countries. Spain however was the primary choice among French travellers.

LESS SPORT-ORIENTED HOLIDAYS

Sun and beach holidays accounted for most of the less sport-oriented holidays for all three countries. Almost all the French travellers chose sun and beach holidays (96%), whereas Dutch travellers also favoured recreational holidays in the countryside (19%) as the second choice. Swimming was generally the most popular sport among sun and beach holidaymakers, while hiking/walking was preferred by those taking recreational holidays and health-oriented holidays.

In terms of both average length of stay and mean spending, less sport-oriented holidays outstripped sport-oriented holidays. Again, Dutch travellers stayed away the longest (14.6 nights), but spent the least (50 Euros per night), whereas the average French traveller spent 105 Euros per night.

More than a half the total trips from all three countries were made during the May – August season. For the Dutch, less sport-oriented holidays were highly concentrated in this season (70%). More than a quarter (27%) of Dutch travellers went abroad without pre-booking, while this ratio was low among the Germans (18%) and the French (16%). Again, hotel accommodation was first choice among the Germans (51%), while fewer Dutch travellers (27%) stayed in hotels, preferring paid non-hotel accommodation (63%).

Similar numbers of males and females in all three countries participated in less sport-oriented holidays. The age groups were more or less evenly distributed. It was also common for the higher income and education groups and large cities to generate most of these outbound flows.

Spain was by far the most favoured destination among the less sport-oriented holidaymakers from the three countries.

GERMANY

Of the 58 million outbound holiday trips taken by Germans in 1999, 32 million, or 55% of them, involved sport. “Sport-oriented” holidays accounted for 34% (11 million trips) of sport-related holidays and “less sport-oriented” holidays for 66% (21 million trips). Sport-oriented holidays are growing steadily, while less sport-oriented holidays have levelled off.

“Sport-oriented” holidays were shared among summer sport holidays (19%), winter sport holidays (38%) and mountain holidays (43%). Hiking and mountaineering were the most popular activities for summer sport holidays, downhill skiing for winter sport holidays, and hiking/walking and rock climbing for mountain holidays.

An average sport-oriented holidaymaker stayed abroad 7.5 nights and spent 580 Euros per trip. 44% of such holidays were taken between January and April. Of the 75% pre-bookings, 50% were made through direct contacts and 23% via trade. Trips taken without pre-booking accounted for a quarter of the total. 58% of the Germans stayed in hotels, other paid accommodation (28%), and non-paid (14%).

Slightly more men (55%) than women participated in sport-oriented holidays. Age groups were rather evenly distributed. Most sport-oriented holidaymakers were from higher income and education groups and large cities. Their main destinations were Austria (51%), Italy (19%) and Switzerland (9%).

“Less sport-oriented” holidays were dominated by sun and beach holidays (86%), whereas only small numbers took recreational holidays in the countryside (10%) and health-oriented holidays (4%). Swimming (82%) was the most popular sport activity among sun and beach holidaymakers, while hiking/walking and swimming were favoured by the other two categories.

The average less sport-oriented holidaymaker stayed abroad 12.1 nights and spent 860 Euros per trip, both figures exceeding those of sport-oriented holidays. 57% of holidays of this type were taken during the warm season (May-August). Of the 82% pre-bookings, 63% were made via trade and 18% directly with individual contacts. Trips taken without pre-booking accounted for 18% of the total. 51% of less sport-oriented holidaymakers stayed in hotels, other accommodation (36%), and non-paid accommodation (12%).

Similar numbers of males and females took less sport-oriented holidays. All age groups were rather quite distributed. The vast majority of less sport-oriented holidaymakers were from higher income and education groups and large cities. Their main destinations were Spain (32%) and Italy (14%).

German “Sport-Oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (55%)

Age: 35.44 years (22%)

Social status: upper class (55%)

Residence: large town/city (63%)

Type of holiday: mountain (43%)

Destination: Austria (51%)

Length: 4-7 nights (45%)

Spending: 250-499 Euros (27%)

Months: January-April (44%)

Organisation: pre-booking (75%)

Accommodation: hotel (58%)

German “Less Sport-Oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (52%)

Age: 35-44 years (23%)

Social status: upper class (51%)

Residence: large town/city (63%)

Type of holiday: sun & beach (82%)

Destination: Spain (32%)

Length: 7 or more nights (70%)

Spending: 1,000-1,499 Euros (22%)

Months: May-August (57%)

Organisation: pre-booking (82%)

Accommodation: hotel (51%)

THE NETHERLANDS

Of the 13 million outbound holiday trips taken by the Dutch in 1999, more than half (52%) the total, or 7 million, contained sport characteristics. These sport-related holidays are divided into “less sport-oriented” holidays” (57%, or 4 million trips) and “sport-oriented” holidays (43%, or 3 million trips). While the number of sport-oriented holidays is stable, that of less sport-oriented holidays is continuously rising.

“Sport-oriented” holidays were more or less evenly divided between summer sport holidays (29%), winter sport holidays (35%) and mountain holidays (36%). Hiking/walking, swimming and, cycling were the most popular activities for summer sport holidays, while downhill skiing and hiking/walking were favoured by winter sport holidaymakers and mountain holidaymakers, respectively.

The average Dutch sport-oriented holidaymaker stayed abroad rather a long time (11.6 nights) and spent little (592 Euros) per each trip in 1999. Almost half (46%) the total trips were taken during May-August, followed by January-April (39%). Pre-bookings remained low at 67% – via trade 40% and non-trade 27%. One third of sport-oriented holidays were taken without pre-bookings. Hotel stays were low at 31%, whereas stays in other paid accommodation accounted for 60%. The percentage staying in free accommodation was 7%.

Slightly more male travellers than females participated in sport-oriented holidays in 1999. Age groups were evenly distributed. As in other cases, the vast majority were from higher income and education groups and large cities. Their main destinations were Austria (26%), France (24%) and Germany (16%).

Sun and beach holidays (79%) accounted for the lion’s share of “less sport-oriented” holidays, followed by recreational holidays in the countryside (19%) and health-oriented holidays (1%). Swimming (78%) was the most popular sport activity for sun and beach holidays, while hiking / walking was favoured by recreational holidaymakers in the countryside.

The average less sport-oriented holidaymaker stayed abroad 14.6 nights and spent 719 Euros per trip. More than two-thirds of the less sport-oriented holidays were taken during the warm season (May-August). Of the 73% pre-bookings, 62% were made via trade and only 10% directly with related entities. Trips taken without pre-booking accounted for more than a quarter (27%) of the total. Hotel stays were low at 27%, while other paid accommodation accounted for 63% of the total. Non-paid accommodation remained at 9%.

Slightly more male than female travellers participated in less sport-oriented holidays. Young and middle aged groups were more strongly represented than older age groups. Again, the vast majority of less sport-oriented holidaymakers came from higher income and education groups and large cities. Their main destinations were Spain (34%) and France (21%).

Dutch “sport-oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (58%)

Age: 25-34 years (22%)

Social status: upper class (42%)

Residence: large town/city (59%)

Type of holiday: mountain (36%)

Destination: Austria (26%)

Length: 7 nights or more (62%)

Spending: 250-499 Euros (37%)

Months: May-August (46%)

Organisation: pre-booking (70%)

Accommodation: acc. Paid for (60%)

Dutch “less sport-oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (52%)

Age: 25-44 years (22%)

Social status: middle class (46%)

Residence: large town/city (65%)

Type of holiday: sun & beach (79%)

Destination: Spain (34%)

Length: 7 or more nights (81%)

Spending: 250-499 Euros (29%)

Months: May-August (70%)

Organisation: pre-booking (73%)

Accommodation: acc. Paid for (63%)

FRANCE

Of the 15 million outbound holiday trips taken by the French in 1999, only 3.5 million, or 23% of them, included sport characteristics. These sport-related holidays were dominated by “less sport-oriented” holidays” (85%, or 3 million trips), while the “sport-oriented” holidays accounted for only 15% (0.5 million trips). While the number of “sport-oriented” holidays has remained stable, that of less sport-oriented holidays is growing continuously.

“Sport-oriented” holidays were divided evenly between summer sport holidays (33%), winter sport holidays (30%) and mountain holidays (37%). Diving/Snorkelling and hiking were the most popular activities for summer sport holidays, downhill skiing and snowboarding for winter sport holidays, and hiking/walking among mountain holidays.

The average sport-oriented holidaymaker stayed abroad 9.4 nights and spent 1,010 Euros per trip. Half of the total trips were taken during May-August, followed by January-April (40%). 83% of sport-oriented holidays were pre-booked – via trade 42% and non-trade 41%, respectively. 17% of the trips were taken without pre-bookings. 42% of the French sport-oriented outbound travellers stayed in hotels, other paid accommodation (48%), and non-paid accommodation (10%).

Male travellers and females were similar in numbers. Young and middle age groups were more interested in sport-oriented holidays than older groups. The vast majority came from higher income and education groups and large cities. Their main destinations were Spain (33%), Switzerland (19%), and Austria (17%).

Almost all “less sport-oriented” holidays were for sun and beach holidays (96%), followed by recreational holidays in the countryside (3%) and health-oriented holidays (1%). Swimming (86%) was the most popular sport activity of sun and beach holidaymakers, while hiking/walking was favoured for recreational holidays in the countryside.

The average less sport-oriented holidaymaker stayed abroad 12.7 nights and spent 1,310 Euros per trip, both figures exceeding those of sport-oriented holidays. 57% of these holidays were taken during the warm season (May-August). Of the 84% of pre-bookings, 65% were made via trade and 20% directly with individual entities. Trips taken without pre-booking accounted for 16% of the total. Hotel (44%) were the preferred accommodation of French less sport-oriented holidaymakers, followed by other paid accommodation (38%), and non-paid accommodation (15%).

Slightly more women travellers than males took less sport-oriented holidays. All age groups were quite evenly distributed. The vast majority of the less sport-oriented holidaymakers were from higher income and education groups and large cities. The principal destinations were Spain (42%) and Tunisia (13%).

French “Sport-Oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (59%)

Age: 35-44 years (32%)

Social status: middle class (44%)

Residence: large town/city (56%)

Type of holiday: mountain (37%)

Destination: Spain (33%)

Length: 4 or more nights (88%)

Spending: 500-749 Euros (26%)

Months: May-August (51%)

Organisation: pre-booking (83%)

Accommodation: acc. Paid for (48%)

French “Less Sport-Oriented” Traveller Profile (Main Group / Preferred Activity)

Gender: men (53%)

Age:35-44years (21%)

Social status: middle class (37%)

Residence: large town/city (58%)

Type of holiday: sun & beach (96%)

Destination: Spain (42%)

Length: 7 or mom nights (68%)

Spending: 1,000-1,499 Euros (49%)

Months: May-August (57%)

Organisation: pre-booking (84%)

Accommodation: hotel (44%)

Some Friendly Advice From the Australians

At a recent conference in Barcelona organised by the International Olympic Committee and the World Tourism Organisation, the Australian Tourist Commission (ATC) presented a review of Australia’s approach to working with the Olympic Games.

ATC Managing Director John Morse said, “Many countries are interested in Australia’s work. Many event organisers, cities and countries are coming to realise that there’s much more to be gained from a sports event by adding a tourism programme. I expect to see Australia’s programme emulated by tourism organisations in many countries.

“However, events should be just one part of the tourism mix and a city or country can’t solely rely on an event to boost visitor numbers and publicity or use them as a substitute for the promotion of tourism. While the Olympics have been a magnificent bonus for Australian tourism, it is important to realise that of the 24 million people expected to visit Australia over the next four years, only 1.1 million visitors, or five per cent of all visitors, will come due to the Olympics promotional impact,” Mr Morse said.

Here’s how the Olympic Games have positively impacted on Australia’s inbound tourism industry and international image:

— Between 1997 and 2004 an additional 1.7 million visits will be made to Australia due to the Olympics generating an additional A$6.1 billion in foreign exchange earnings

— Australia’s tourism marketing has been accelerated by 10 years, meaning what the world knows today, it wouldn’t have known to 2010 had Sydney not had the Games

— An additional A$3.8 billion in media publicity was obtained through specific ATC Olympic Games media relations activities

— An additional A$300 million in exposure was obtained through work with sponsors

— In the three months after the Games – visitor arrivals increased by 15%, adding A$550 million in foreign exchange earnings

— In 2000, visitor arrivals were up 11% to just under five million visits

— Visitor numbers are forecast to grow at 7.3% per annum over the next 10 years, taking visitor numbers to 10 million a year in 2010

— ATC research confirms that the Games have boosted the travellers inclination to travel to Australia

— There was a massive increase in traffic to the ATC’s travellers web site – australia.com

— Sydney is likely to be the number one meetings destination in 2001 – ahead of the UK and the US.

— Close to 90% of the 110,000 visitors who came to Australia for the Games are likely to return again.

Mr Morse offered future organisers of such events the following advice:

— Development and implementation the strategy well in advance of the event

— Ensure that the skills, the staff and the money are available to work with the event organiser

— Build relationships with the Olympic Movement, sponsors and the media

— Be persistent and explain clearly what your organisation can offer and deliver

— Don’t over estimate what the event will do for your tourism industry and general community

— Do everything possible to maximise opportunities from a once in a lifetime event

— Implement strategies to ensure that visitors aren’t deterred from visiting in the event year

— Strike a careful balance between generic tourism promotion and event promotion

— Strike a balance between normal tourism and event tourism – don’t have too many events

— Strategies, programmes and funds are required to convert interest into actual visitation after the event.