Playing the long game

Paul Cook asks, ‘how do you spot where the hottest meeting destinations will be in 10 years’ time? and says it’s by playing the long game. Mega events such as the Olympic Games, the Commonwealth Games, and the FIFA World Cup can transform host countries. Savvy MICE professionals should monitor them to predict future hotspots. Mega sports events can have a mega economic impact on a host country, region, or city. How you assess the financial results, of course, depends on the timeframe being used, which can be anything from one year to 20 years-plus. A longer timeframe to analyse results allows for the dust to settle after the immediate influx of visitors in the year of or after the mega event. While economic impact is typically measured short-term, legacy impacts encompass a broader range of issues, such as social, cultural, and environmental effects. And, while legacy is important to all event professionals, MICE professionals, in particular, have an important role in developing the mega event’s legacy. There is a direct relationship between sports events and the meetings and events space. Showcase opportunity

Tracy Halliwell MBE, director of tourism, conventions and major events at London & Partners, says: “The 2012 Olympics gave us a fantastic opportunity to show off London in new and exciting ways. We saw significant growth in meetings and conferences. We welcomed business leaders from around the world, which allowed us to highlight London as a top choice for business events. This led to successes like hosting the 2015 European Society of Cardiology, one of the world’s largest medical conferences.” Halliwell points out that the excitement of the Olympics didn’t just boost tourism; it made businesses want to hold their conferences there, too. “This success is largely because we focused on creating a lasting impact from the beginning. We wanted everything we built for the Games to have a long-term purpose.” Hosting the Olympic Games in 1992 certainly changed Barcelona’s fortunes. The legacy work resulted in an urban regeneration of the area and a destination that now has a strong MICE presence. Tokyo experienced changing fortunes of a different kind, holding the Olympics in 2021 without in-person spectators because of the Covid-19 pandemic. However, Japan continues to build on the legacy created, promoting sport and offering its residents more opportunities for healthier and more active lifestyles. If not doing so, MICE professionals would be wise to watch such sporting events closely. After all, state-of-the-art venues will be operational and will have been carefully considered for legacy use. No host destination wants to be left with a costly ‘white elephant’, a brush Athens has certainly been tarred with after the abandonment of several venues used for the Olympics in 2004. Host cities, however, now aspire to construct stadiums, tourism infrastructure, transportation systems, and other facilities, expecting these to benefit the city long after the mega event has ended. Logistical issues such as rail, road, and air transportation are fully tested during the mega event, and any hiccups ironed out. In fact, Los Angeles, due to host the Olympics in 2028, is already making a number of changes to its infrastructure, including air travel. Infrastructure developments Venue and city infrastructure developments appeal to MICE planners who know that everything works seamlessly. But it’s not just the host destination that makes a difference; it’s important to look at what other key service providers are doing. In April 2024, Qatar Airways was awarded the World’s Best MICE Airline 2023 at the World MICE Awards™. The awards highlight Qatar Airways’ efforts in facilitating the MICE industry in Qatar and beyond. Qatar Airways chief commercial officer Thierry Antinori said: “We are honoured to be recognised for our efforts in growing the MICE industry locally and globally.” One wonders how much of this is due to Qatar hosting the FIFA World Cup in 2022 and Saudi Arabia being named the host for 2034. Liz Jones, director of marketing and communications, Melbourne Convention Bureau (MCB), underlines the importance of working in partnership to create exceptional experiences. Melbourne is well known for its sporting prowess. She says: “MCB’s integration into Visit Victoria gives it an edge over local and international competitors in accessing these major events and generating new and immersive opportunities for incentive groups.” A bleisurable future? Looking to the future, James Rees, executive director, ExCeL London, states: “The rise of e-sports presents an emerging opportunity, with publishers and organisers increasingly turning to ExCeL, confident in our ability to deliver both exceptional sporting experiences and consumer events on a large scale, a legacy impact from our 2012 track record.” Brisbane Economic Development Agency’s CEO Anthony Ryan, is positive about what’s to come, saying, “With the Brisbane 2032 Olympic and Paralympic Games on the horizon, we have a once-in-a-lifetime opportunity to supercharge Brisbane’s growth, and cement its appeal as one of the best cities in the world to live, work, visit and invest.” He continues: “Brisbane is the ‘bleisure’ capital of Australia, with more corporate travellers than anywhere else in Australia. We’re harnessing our thriving business and major events calendar to attract visitors, and encourage them to stay longer and experience our lifestyle and entertainment precincts, like Howard Smith Wharves and South Bank, to accelerate the growth of our $10.6 billion visitor economy.” It makes sense for MICE professionals to understand how sporting bodies decide where to hold events. The global SportAccord network and event can help with this understanding. They produce a summit that brings together key decision-makers from the International Olympic Committee, organisations involved in the business of sport, host cities, politics, and the academic world. The 2024 edition of the SportAccord summit took place in Birmingham, England, and gathered more than 1,700 attendees from 65 countries for networking and a packed agenda of meetings, exhibitions and social events at the International Convention Centre. If you want to join the race to the winning destinations for big sporting events, keep an eye on the politics, humanitarian issues, the security debate, and sustainability issues and records of potential host cities. If these factors align on the starting blocks, you’ll know whether you’ve played the long game well and that mega sports destination will be right for you.