XIX CWG 2010 DELHI AND

TOURISM
BY:
ASNA
SHALINI
ARAFA
SHVANI
IRFAN
Defining sports tourism

“tourists who engage in sports at a destination do so with varying degrees of commitment,

competitiveness and active/passive engagement.” Hinch and Higham (2004, p. 34)

According to Maier and Weber’s (1993) typology, it might be reasonable to classify

spectators travelling to the Commonwealth Games as passive sports tourists. These tourists
are mainly focused on “mega-sports events”, they do not pursue individual sporting activities,
however, they can include “coaches and attendants to high-performance athletes”

The tourism impacts of mega sporting events

“sports events are increasingly seen as part of a broader tourism strategy aimed at raising the
profile of a city, and therefore success cannot be judged on simply profit and loss basics”.
Indeed this is the view that many governments and related event organisations take when
bidding to host mega events. It is argued, rightly or wrongly, that given the direct pulling
power of these ‘must-see’ events and their visible profile generated by way of a global
viewing audience, a destination’s own image can benefit, through subsequent raising or
repositioning, especially if the event is judged to be successful. The ultimate short and long-
term benefits for tourism associated with enhanced destination image relate to increased
visitor numbers, whether they are derived from tourists who develop a holistic interest in the
destination or sports tourists who wish to visit specific sports attractions (e.g. the stadium
where the mega event was held). Whilst bid cities might refer to the legacy of events, as Hall
acknowledges the “long-term evaluation of sport tourism and its impact on destinations is
virtually non-existent”.

What and How it was done?

Accomodation

Accommodation for the visitors during the Commonwealth Games was on top priority
agenda of the Ministry of Tourism. In order to meet the shortfall of accommodation the
Ministry was in regular touch with the ‘Land Owning Agencies’ in the National Capital
Region of Delhi for creation of the additional hotel rooms. A Task Force was constituted
under the Chairmanship of Secretary, Tourism, for monitoring the progress of the various
agencies for creation of additional hotel accommodation in NCT of Delhi. These agencies
included the State Governments of Uttar Pradesh & Haryana, the Ministries of Railways &
Civil Aviation, the Delhi Development Authority (DDA), Delhi Metro Rail Corporation
(DMRC), Delhi Airport International Limited (DIAL) etc. Regular meetings were held to
review the progress. The last meeting was held on January 27, 2010 In addition, meetings to
review and monitor the arrangements for the CWG-2010 was also conducted regularly by the
Committee of Secretaries(CoS), Group of Ministers (GoM), the Lt. Governor, Delhi, the
Chief Minister of Delhi & the Minister of State (Sports).
To encourage the growth of new hotels, on the request of the Ministry of Tourism, the
Ministry of Finance gave a five year tax holiday under Section 80-ID to 2, 3 and 4-star
category hotels and convention centers which were functional between April 1, 2007 to July
31, 2010 in National Capital Territory Region of Delhi and the Districts of Faridabad,
Gurgaon, Gautam Budh Nagar (NOIDA) and Ghaziabad.

The Delhi Development Authority (DDA)/Ministry of Urban Development announced the

increase in Floor Area Ratio (FAR) from 150 to 225 for hotels in Delhi excluding the hotels
falling in the Lutyens Bungalow Zone etc. To provide additional rooms in existing and new
hotels. Further, the Ministry of Tourism advised all existing hotels to upgrade their hotels for
the Games.

Due to the efforts of the Ministry of Tourism, RBI already de-linked credit for hotel projects
from Commercial Real Estate (CRE) thereby enabled hotel projects to avail credit at relaxed
norms and reduced interest rates. The External Commercial Borrowings (ECB) norms were
relaxed by the Finance Ministry to solve the problem of liquidity faced by the hotel industry
due to economic slowdown.

Training Scheme

‘Earn While You Learn’ a short training scheme with the objective to sensitize youth,
specific to tourism service was introduced by the Ministry of Tourism. Youth trained under
this scheme were also utilized for the CWG 2010. The programme was a short term training
programme of 21 days to encourage youth to work as student volunteers in tourism industry.
The CWG-2010 required an estimated 15,000 – 20,000 pool of trained and experienced
volunteers. Volunteer Programme was being managed by the Organizing Committee, CWG-
2010 along with different agencies and the Tourism Ministry proposed to the Organizing
Committee that training of some volunteers were conducted under the ongoing scheme of the
Ministry – Capacity Building For Service Providers. The Ministry, also proposed to utilize
the students of Institute of Hotel Management, Pusa to augment the man power requirements.

Delhi had 42 information kiosks─cum─food counters installed by a private city─based firm,

Ved Pohoja Associates, to make the city more hospitable for tourists during the
Commonwealth Games (October 3─14, 2010). The company sat up the kiosks, branded
'Tourist Info─Cafes', in several areas across the capital with support from civic agencies like
Municipal Corporation of Delhi (MCD) and New Delhi Municipal Council (NDMC). By
setting up the kiosks, the company's aim is to create a brand for Delhi and to help tourists
carry good memories of Delhi even after the Games
Government initiative

• The year also saw commercials showing Incredible India campaigns bagging
prestigious international awards including a Grand Prix in Vienna.

• The Atithi Deva Bhavo campaign featuring Bollywood superstar Aamir Khan was re-
launched this year to sensitise people's behaviour towards tourists.
Steps were also initiated for focused development of caravan, adventure and heliport
tourism.

• The ministry has also decided to provide financial assistance to the country's states
and Union Territories for construction of heliports in hilly and remote areas.

• In order to encourage growth of budget accommodation of the Approved / Licensed

Guest Houses in the NCT of Delhi, Department of tourism, Govt. of Delhi / Ministry
of Tourism (MOT), Govt. of India as per the schemes for Approval of Guest Houses
provided Interest Subsidy for loans taken to upgrade the existing facilities maximum
Rs. 2 lakh per room.

• Euromonitor International's Travel And Tourism in India report states that the
Government of India increased spend on advertising campaigns (including for the
campaigns ‘Incredible India’ and ‘Ahithi Devo Bhava’ - Visitors are like God) to
reinforce the rich variety of tourism in India. The Ministry promoted India as a safe
tourist destination and has undertaken various measures, such as stepping up vigilance
in key cities and at historically important tourist sites. It also deployed increased
manpower and resources for improving security checks at key airports and railway
stations.
• 'India Calling', a major tourism event was organised in Los Angeles in collaboration
with National Geographic Society to woo US tourists.

• Indian Railways, the Lead Partner of the XIX Commonwealth Games, provided
dedicated train for the participants in the Commonwealth Games. The day trip started
at 07:00 am and ended late in the evening.

• The visitors took the two and a half hour journey from Safdarjung Railway Station in
New Delhi to Agra Cantonment Railway Station by a chartered train memorable as it
got through colourful northern Indian countryside.

• Major Tourism Events sponsored by the Govt. of NCT of Delhi- Dilli Haat in
London, Cultural Exhibition in Tokyo, Jakarta, Hanoi, participation of Dilli Haat in
Frankfurt, Book Fair in Oxford are some examples of these major activities.

• Grant in Aid to DTTDC for running of Tourist Information Centre (Rs.25.00 lakh)-
Delhi Tourism is running Tourist Information Centres at all the main disembarkation
points in Delhi. Delhi Tourism disseminates information to the tourists from these
offices and a large number of foreign and domestic tourists availed these facilities.

• the Ministry of Tourism chose to work with the lower figure of one lakh foreign
tourist arrivals for the Games and not ASSOCHAMs one million, otherwise one can
imagine the level of frenzy about construction of hotel rooms.

• The Incredible India Bed and Breakfast (B&B)-Scheme was aggressively advertised
in an attempt to reach the 3000 target. In May 2009,there were only 800 registrations,
(although India’s bid document claims 1472 were registered by 2003) but by June
2010, there were 2,007 rooms in the NCR of Delhi (1,230 rooms in Delhi and 777
rooms in the NCR ie. Gurgaon, Faridabad, Noida, Greater Noida and Ghaziabad). The
idea was that foreign tourists staying with Indian families could experience their
culture, cuisine, and way of life. In efforts to meet the target, resident welfare
associations were also recruited to promote the concept through door-to-door
 campaigning with promotional pamphlets and material, in addition to being advertised
in newspapers and bus kiosks.

ANALYSIS

What went wrong?

The situation exacerbated as games drew closer; preparations were way behind schedule.
Reports of dogs and snakes in athletes’ rooms coupled with water-logging due to incessant
rain almost spelt doom for the games. The village was declared unfit to live in by CWG
supervisors, and major athletes started backing out and postponing their arrival. The collapse
of a footbridge and a fragile ceiling made the crisis spin out of control and got the attention of
major international broadcasters. The purpose of showing India’s prowess in hosting such
games was defeated, and the Incredible India hit its nadir.

The problem lies in selective choice of data, incorrect data and in some cases inadequate
reliance on very limited data, in arriving at conclusions thus raising serious questions on the
robustness of its research methods and conclusions. This can be proved as one proceeds
further.

The Ministry of Tourism’s commissioned study on tourist arrivals and room requirement for
the CWG was prepared by the Indian Institute of Tourism and Travel Management (IITTM)
Gwalior and released in the year 2009, titled “Assessment of Number of Tourists Expected to
Visit Delhi during Commonwealth Games 2010 and Requirement of Rooms for Them.” The
no of expected tourists was estimated to be 100000. Keeping tabs on the status of the number
of hotels and rooms and what the shortfall might be is an obsession with the Ministry with
regular updates on the status of rooms, and creative strategies being evolved to tide over the
impending crisis!

As per the CAG report, India’s bid document in 2003 estimated 30000 spectators for the
Games, but thanks to the MoT study a “more refined assessment” upwards to 100000 has
been made, which translates to 40000 rooms. Thus, after considering the already available
11,000 rooms of hotel accommodation in Delhi and NCR, an additional requirement of about
30,000 rooms for tourists and visitors was projected.
Whereas, a total of 75,606 foreign tourists arrived in the capital during the period, the
ministry stated, based on information provided by immigration authorities at the Delhi
airport. The sporting extravaganza began Oct 3 and culminated Oct 14. Based on the date-
wise break up of tourist arrivals, the highest number of tourists - 7,527 - came on Oct 2, the
day before the Games began.

Therefore, the problem lies in selective choice of data, incorrect data and in some cases
inadequate reliance on very limited data, in arriving at conclusions thus raising serious
questions on the robustness of its research methods and conclusions.

In terms of methodology – what is baffling is while the study goes into a convoluted arriving
at CGAR (compounded annual growth rate) of tourist patterns of earlier games locations to
arrive at estimates for tourist arrivals; it chooses data of some games and rejects others. It
uses only Manchester 2002 and Melbourne 2006 tourist arrival data. It does not consider the
only other Asian country to host CWG viz. Malaysia (KualaLampur) (1998) or the recent
Olympics in Beijing 2008 attributing their negative results to economic recession, virus
outbreak and typical foreign policies, disregarding them as aberrations from the norm instead
of acknowledging them as possible inconvenient truths. The assumption seems to be that
Delhi 2010 will be miraculously indemnified or immune from all extraneous negative factors.

It is increasingly clear that the “opportunity” that the CWG provided has been primarily used
by real estate developers and builders to enter the hotel industry, catering to higher end
clientele.
It is evident that the auction for so many sites would not have happened were it not for the
pressure put to accomplish 40000 rooms for the Games.

In around 18 plots auctioned by the DDA in the recent past, only four to five plots are under
construction, which highlights the bleak picture. The DDA managed to earn as much as Rs
1.25 lakh per square metre and plots were sold for over three times the reserve price.

How did they did it?( CWG MELBOURNE 2006)

Pre-event considerations

The bid to host the Commonwealth Games in Melbourne commenced in 1996, with a range
of benefits promulgated as likely to accrue to all Victorians if the bid proved successful.
Planning in earnest began subsequently after notification in 1999 that Melbourne had been
selected as the host city for the 2006 Games (State of Victoria, 2005). Evidence of such
planning can be seen in the 2002-2006 Strategic Plan of Tourism Victoria, the peak
government planning body for stimulating domestic and international tourism to the State.
The Plan details the following tourism objectives relating to the hosting of this mega event:

• “Increase the national and international brand awareness of Melbourne/Victoria.

 • Maximise international, interstate and intrastate visitation to the 2006 Commonwealth
Games.
• Encourage visitation to Melbourne/Victoria pre and post Commonwealth Games.
• Provide tourism enhancing infrastructure and communication to visitors.
• Capitalise on the relationships that will be developed with global sporting, media and
corporate partners” (Tourism Victoria, 2002, p. 121).

Pre-Games estimates (KPMG, cited in KPMG 2006) suggested that the mega event would
generate respectively A$100 million and A$48.5 million in international and domestic event
tourism expenditure. Comparison with the official post-event study and other secondary
sources form the arbiter as to whether these estimates were realistic.

Duration and post-event

the official event economic impact study (KPMG, 2006) indicates that the Commonwealth
Games performed favourably compared to the pre-Games estimates of total expenditure
accruing to international and domestic visitors. These figures were modelled as being A$173
million and A$75 million respectively, with domestic visitors taken to include those
travelling to Victoria from other states of Australia and Victorian residents that chose to
holiday in Melbourne during the time of the event (that happened to coincide with School
holidays) rather than leaving for another destination. Post-Games first time or repeat visitors,
those expected to travel to Melbourne in light of exposure to the event in the media or during
their actual Games visit, were estimated to lead to a total inducement effect of A$1.8 million
in tourism expenditure for 2007 and 2008 (KPMG, 2006). Whilst the Games was not
specifically named, recent reports suggest that Melbourne’s overall events strategy is
accountable for Melbourne bucking the general trend towards a levelling out in Australia’s
international visitor numbers (Topsfield, 2008).

Figures suggest that the Commonwealth Games attracted a total number of 157,933 people to
Melbourne whose purpose of visit was collectively classed in the visitor group comprising
‘spectators, visitors and business’ (KPMG, 2006). Approximately 36% of this cohort was
from overseas, 38% from interstate, 23% from Regional Victoria and 3% from metropolitan
Melbourne (those foregoing holidays to attend the event). Unfortunately the official report
did not provide a breakdown of numbers within this group to reveal how many people were
classed as ‘spectators’ and ‘visitors’. Preuss, et al. (2007) experienced similar difficulties in
adequately identifying visitor groups to the 2002 Manchester Games, based on the official
impact study (Maunsell, 2004), for the purpose of calculating the impact of ‘new’ money
generated. Beyond the rather non-descript label of ‘overseas’, the KPMG report also fails to
shed any light on the origin of international visitors and whether the 2006 Commonwealth
Games helped stimulate tourism from specifically Commonwealth markets. Once again,
Preuss et al’s (2007) study provides some clarification of this picture in the context of
Manchester. They noted that 8.7% of respondents to their study were visitors from overseas,
with just over half coming to the UK from Australia (2.7%) and New Zealand (1.9%).
CONCLUSIONS

The staging of a mega-event is typically motivated by three key concerns:

(1) Putting the city ‘on the world map’
(2) Boosting economic investment in the city and attracting capital (for improving urban
infrastructure and redevelopment); and
(3) ‘Reimagining’ the city.

These aspects also figure prominently in what the Indian Government hoped to achieve by
bringing the Games to Delhi. Some aspects of this policy or objectives may seem to be
misfired at the moment but only the future of the tourism in india, especially delhi will
calculate the exact returns from the large investments made in these games. Let us hope it can
be an answer to the questions put forward in the form of criticism by some people about the
huge investments made in the CWG 2010.