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Bilateral Tourism Trends
and
Impact of Major Sport
Events on Tourism
JTB New Zealand Ltd / Naoyoshi Tashiro
26November2014
1 2 3 4 5 6
Year 2008 2009 2010 2011 2012 2013
Traveller 102482 78426 87735 68963 72080 74560
0
20000
40000
60000
80000
100000
120000
Tra
ve
lle
rs
Japan-resident Traveller Departures to New Zealand
Tour Participation costs < average >
LOOK JTB < average >
APR-SEP OCT-MAR
Over all 262,000 Yen 255,000 Yen
Australia 254,000 Yen 359,000 Yen
New Zealand 381,000 Yen 563,000 Yen
1 2 3 4 5 6
Year 2008 2009 2010 2011 2012 2013
Traveller 33682 31567 32061 23996 31853 36954
0
5000
10000
15000
20000
25000
30000
35000
40000
Tra
ve
lle
rs
New Zeland-resident Traveller Departures to Japan
(1*) Olympic Games
(2*) Paralympics
(3*) Several news sources reported the number, however actual number is not known
(4*) Predicted value as of 14 May 2014
Note: Table adapted from;
http://www.med.govt.nz/sectors-industries/tourism/tourism-research-data/other-research-and-reports/rugby-world-cup-2011-reports
http://www.rugbyworldcup.com/home/news/newsid=2044941.html
http://www.bbc.com/sport/olympics/2012/countries
http://www.fifa.com/worldcup/teams/
http://www.rwc2011.irb.com/destinationnewzealand/news/newsid=2030167.html
http://edition.cnn.com/2014/07/16/travel/brazil-world-cup-tourism/
http://www.ons.gov.uk/ons/rel/ott/travel-trends/2012/sty-visits-to-the-uk.html
Table: Comparison of Visitor Numbers, Average Night Stay and Expenditure of Major Sport Event
Event Rugby World Cup 2011 Olympic Games 2012 FIFA World Cup 2014
Host Nation New Zealand UK Brazil
No of Participant Nations
(Qualified)
20 204 (*1) 32
Duration (Days) 45 17 (*1) / 12(*2) 32
No of Games Related
Visitors
133,200 698,000 (*1 & *2) 1,000,000 (*3)
Average Stay (days) 13 8 13
Average Games Related
Visitors’ Expenditure
NZD 3,400.00 NZD 3,150.00 NZD 3,110.00 (*4)
Major sport event comparison
Seasonally adjusted monthly visitor numbers to New Zealand, 1982-2012
(Ministry of Business, Innovation & Employment, n.d.)
RWC 2011 - The Key Themes
4 key themes
1.Demonstrate major event capability to the world
2.Provide a stimulus to the New Zealand economy
in 2010 and 2011
3.Promote Brand New Zealand to the world to
achieve tourism and business benefits
4.Build social cohesion by engaging New
Zealanders in the event(Ministry of Business, Innovation & Employment & KPMG, 2012)
RWC 2011 - The Key Themes
(Ministry of Business, Innovation & Employment & KPMG, 2012)
2010 ($millions) 2011 ($millions) Average
Expenditure per
person ($)
2010/2011
Change
2010/2011 %
Change
Here for RWC - 387 3,400 - -
Other - 5,376 2,400 - -
Total 5,595 5,763 2,400 167 3%
RWC 2011 Summary - Tourism perspective
Table: International visitor expenditure, 2011
(Ministry of Business, Innovation & Employment, n.d.)
Source:
*1 from http://www.med.govt.nz/sectors-industries/tourism/tourism-research-data/other-research-and-reports/rugby-world-cup-2011-reports
(Ministry of Business, Innovation & Employment & KPMG, 2012)
RWC 2011
Positive impacts on tourismBranding and media - Results
RWC 2011
Positive impacts on tourism
(Ministry of Business, Innovation & Employment, n.d.)
Period Location Event
17-24 January Naseby 2015 Pacific-Asia junior Curling
Championship
19-25 January Dunedin 2015 World Junior Ice Hockey
Championships – Division 3
6-7 February Wellington 2015 Wellington Sevens
14 February – 29 March Nationwide 2015 Cricket World Cup
12-15 March Queenstown BMW New Zealand Open Golf
14-19 March Auckland 2015 IIHF Ice Hockey U-18 World
Championship Division 3, Group B
21-22 March New Plymouth ITU Triathlon World Cup #2
28-29 March Auckland 2015 World Triathlon Series #1
28 April – May 3 Auckland 2015 BWF New Zealand Open Grand Prix
30 May – 20 June Nationwide 2015 FIFA U-20 World Cup
International sport events in New Zealand 2015
(Information from various sources)
Attracting a sport event
Increasing awareness
of host nation
Improving the branding of the county
Attracting people to the
event (domestic & international)
Beneficial economic effects
Positive impacts create
upward spiral
Sport Tourism
Watch Sport
(Sports fans)
Do Sport
(Health, lifestyle,
leisure, activity)
Support Sport (aspiration, pleasure of
participation, passion)
(Adapted from The FIDEA Research Institute Corporation, n.d.)
Sport TourismPractice 1 – New Zealand Open Golf
Attracting a sport event
Increasing awareness
of host nation
Improving the branding of host nation
Attracting people to the
event (domestic & international)
Beneficial economic effects
Support
Volunteers from NZ
nationwide
Do
Domestic and International
Players
Watch
Galleries
Attracting a sport event
Increasing awareness
of host nation
Improving the branding
of host nation
Attracting people to the
event (domestic & international)
Beneficial economic effects
Sport TourismPractice 2 – Rugby Study Abroad Programme
Watch
International students watch games in Japan (broadcasting)
Do
International students visit New Zealand for study abroad programme
Rugby World
Cup
All Blacks
Sports that have potential for sport
tourism interaction
New Zealand
• Rugby
• Golf
• Sailing (Yacht)
• Rowing
• Equestrian
• Triathlon
• Hockey
Japan
• Baseball
• Softball
• Soccer
• Golf
• Ski
• Skate (speed skating,
figure skating)
• Judo
Summary
• International major sport event attract public
attention to the country and increase the number
of visitors
• Branding of the country is the key and the
success of branding improves the image of the
country and generate spin-off sport tourism
businesses.
• Sport tourism can be a multi-year project and
once it succeeds, it is sustainable and reinforce
the success of the international event and
upward spiral.
Thank you
