Mega-Sports Events and the Development of Sport Tourism. Munehiko Harada, Ph.D. Professor Waseda University President Japan Sport Tourism Alliance

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1 Mega-Sports Events and the Development of Sport Tourism Munehiko Harada, Ph.D. Professor Waseda University President Japan Sport Tourism Alliance

2 Sport marketing Sport Tourism Sport and City Development Prof. Munehiko Harada, Ph.D. Research Topics - Policy innovation in sport and tourism - The economic/social impact of sport event - Sport and city marketing - Fan behavior at sporting Received the Real Estate Association Award 年不動産協会賞受賞 President of Japan Sport Tourism Alliance: President of Japanase Association of Sport Management: Sport

3 Inbound tourists increased sharply 2018: 34million(+20%?) 2017: 28million(+18%) 2016: 24million(+22%) A weak yen Relaxation of visa requirement Rise in middle class of Asia increase in LCC and cruise ship Greater interest of health & wellbeing

4 Dramatic increase in overseas travelers Asia and the Pacific recorded 308 million international tourist arrivals in 2016, an increase of 9%, or 24 million more than in 2015, the highest increase Asia and the Pacific accounted for 25% of the world s arrivals and 30% of the world s receipts

5 Asia and the Pacific: Fastest-growing region in 2016 North-East Asia (+9%), recorded 12 million more international arrivals. The Republic of Korea (+30%) rebounded strongly after the MERS outbreak in 2015 and Japan (+22%) boasted its fifth straight year of double-digit growth Vietnam (+26%), Indonesia (+15%) and the Philippines (+11%) also reported double-digit growth in International arrivals in Thailand were 9% and Singapore were 7% higher, while Cambodia reported 5% growth and Malaysia 4%

6 Mega sports events are held continuously in 2019, 2020, 2021, and 2026 The continuation of mega sports events is boosting interest in sports tourism Inbound tourism is growing, and many foreigners come to Japan for sports

7 Great Britain:Rapid increase in inbound Tourism after London Inbaud tourist (M) Spending(B )

8 In 2030, the government set a goal to make foreign visitors to Japan 60 million 2030

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10 Tokyo 2020: the AI Olympics London 2012 was called the most connected Games Pyongchan 2018 was described as 5G Olympics Tokyo 2020 will be called the AI Olympics Simultaneous interpretation in multiple languages by communication robot equipped with AI -The introduction of a taxi equipped with automatic driving function and automatic translation function

11 Intel kt 5G esports Samsung 5G Olympics Next-generation high-speed communication The fifth generation (5G) mobile system is being developed to achieve a high-speed, high-capacity and low-latency mobile service Miss. Sasha Horstin who won the 2018 Pyeongchang Olympic Games Intel Extreme Masters (IEM) and the game ID is "Scarlett"

12 What is sports tourism? Making a mechanism to move people by sports

13 Travel agency, Guidebook Travel goods, SNS business (tripadviser/airbnb/uber) Information- Direction Promotion guides Descriptions Land Operator Travel agent Exhibition DMO Sport Tourists Characteristics Activity interests location Sports Attractions Participate in sports events / watching sports Services-Facilitie Lodging Food and beverage Retail products Train, Aviation, Bus Motor car highway Insurance, Travel Goods Transportation To attractions To cities Within attraction Hotel, gift shop (duty free shop), entertainment facility, card payment, interpreting business, renta-car / bicycle, sightseeing guide, restaurant service, casino, pick-up service

14 SPORT TOURISM - is creating reasons for people to travel to a destination, to participate in or watch sport, to visit a sport attraction or attend a sport business event (W2 Consulting, 2015) - is an effort to build a tourism system for people to migrate through sports as the main attraction (Harada, 2006)

15 Active Tourism Sport tourism Action Tourism Tourism behavior including active behavior taking health and exercise into account Sports involving risks with radical elements such as speed and height, danger and splendor

16 SPORT TOURISM -is the fastest growing sector of the global tourism industry and globally it generates 450billion annually (W2 Consulting, 2015) -accounted for 10 percent of the world's tourism industry (UNWTO) -is showing a growth of 6 percent a year

17 Why sport? - Authentic Experience It is real Uncertain outcomes All sensory-embodied experience Emotional engagement Enjoy with friends Pure leisure activities

18 Institutionalization of Sport Tourism in Japan

19 A brief history of JSTA 2010:Japan Tourism Agency established the Sports Tourism Development Committee to discuss about promotion of sport tourism 2011: Basic act on promotion of sport tourism was formulated 2012: JSTA was established 19

20 Development of Sport Tourism Growth curve: life cycle of business JSTA 5th anniversary : ~ ~ ~ Embryonic 萌芽期 Introduction Growth Mature Decline Period Period Period Period Period

21 Three strategic support by the Sports Agency for Sports Tourism 1 Collaboration with companies and organizations related to sports tourism (establishment of public-private partnership) 2 Assistance for establishment of regional sports commission 3 Cooperation with Agency for Cultural Agency and Tourism Agency

22 Participating enterprises for public and private partnership for expansion of sports tourism demand AEON MALL JAL ANA SUBARU Google Facebook Montbell SnowPeak JTB JR East Recruit Cross Sports Marketing

23 Saitama Sports Commission Established in Oct as an organization to attract sporting events Six full-time staff Success in attracting many sporting events

24 The SSC succeeded in inviting and hosting the Le Tour de France Saitama Criterium 60milliom USD

25 A survey on intention of visitors to Japan in 8 Asian countries(n=4000) 1st Japan(52%) 人口を面積で表示 2dn Australia(42%) 3rd Korea(41%)

26 A prospective inbound market for sport tourism If Asia continues to maintain its economic growth, the combined population of the middleincome and high-income class is forecasted to double to 1.95 billion by This number far exceeds the sum of the combined population of developed countries, including those in Europe and the US.

27 Summary Sports is a hidden resource Create travel demand for sports purposes Recognize the importance of sports events as attractions