Role of International and national sports tournament in growth of

tourism of the country

A PROJECT SUBMITTED
IN PARTIAL FULFILLMENT OF REGUIREMENT FOR THE
DEGREE OF
B.Sc.
IN
HOTEL AND HOSPITALITY ADMINISTRATION
BY
Kamal Mehra
ENROLLMENT (1641220023)
UNDER THE SUPERVISION OF
Dr. N.S Lingwal

INSTITUTE OF HOTEL MANAGEMENT,YAMUNANAGAR

 CERTIFICATE OF AUTHENTICITY
The work embodied in this project entitled Role of International and national sports
tournament in growth of tourism of the country ‘‘Research ” has been carried out under
the supervision of Dr.N.S.Lingwal.

This Work is in original and has not been submitted by me for award of any other
degree to this or any other University

Date & Place: Signature Of Scholar

 CERTIFICATE BY GUIDE
This is to certify Kamal Singh Mehra NCHMCT Roll No-1641220023, Final year
student of B.Sc. in H& HA has completed the research project (research Role of
International and national sports tournament in growth of tourism of the country.A case
study in partial fulfillment of requirements as laid down by institute of hotel
management catering technology & applied nutrition, yamunanagar (as per NCHMCT
curriculum requirement )for the Bachelor in hospitality & Hotel Administration,during
the Academic year 2018-2019.

Date & Place: signature of guide

 ACKNOWLEDGEMENT
I would like to thank my friends and parents for their time and dedication
throughout this process. I would especially like to thank Dr. Nripendra Singh
Lingwal for his constant encouragement and positivity throughout this process
as well as throughout my entire academic career here at Institute of Hotel
Management and Catering Technology Applied Nutrition Yamuna Nagar.
METHODOLOGY

The aspects which call on for designing a research plan helps us in making
decisions on the following things: a)

 Date Sources
 Research Instruments
 Sampling Plant
 Contact Methods

Data Sources:

Data were of two types:

Primary - The data was collected after interviewing the guests who were
staying in the hotel. This was done with the help of a questionnaire and a
verbal interview.
Secondary - The data was collected from Hotel Journals, periodicals and
books. Both the sources were used in completion of this project.
 Table of Contents

S.no Topic Page

No.

1. Introduction 3

Defining Sports Tourism

Economic Forces That Drive Sport Tourism

Technological innovations that influence popularity of Sports Tourism

Economic impacts of sport tourism

Socio-Cultural Impacts of sport tourism

General Benefits of Sport Tourism

Classification of Sports Tourism

2. Sports Tourism in India 7

Overview

Glimpse of Past Activities in India

The Current Scenario

Inbound Sports Tourism in India

Outbound Sports Tourism in India

3. Institutional and Regulatory Framework 10

Institutional arrangements in India at State and National Level

Policy and Regulatory Framework

Guidelines/Safety & Health Norms

4, Role of Non-government Institutions 13

5. Promotional / Marketing Strategy 18

Allocation to Utilisation Ratio of Funds

6. Mapping the potential of India as a Sports Tourism Destination 20

Tagging India as a Sports Tourism destination

7. Way forward: Opportunities and Challenges 21

Challenges

Potential for Growth

 Chapter 1. History and Overview

Learning Objectives

 Specify the commonly understood definitions of tourism and tourist

 Classify tourism into distinct industry groups using North American Industry
Classification Standards (NAICS)
 Define hospitality 
 Gain knowledge about the origins of the tourism industry
 Provide an overview of the economic, social, and environmental impacts of tourism
worldwide
 Understand the history of tourism development in Canada and British Columbia
 Analyze the value of tourism in Canada and British Columbia
 Identify key industry associations and understand their mandates

What Is Tourism?
Before engaging in a study of tourism, let’s have a closer look at what this term means.

Definition of Tourism

There are a number of ways tourism can be defined, and for this reason, the United Nations
World Tourism Organization (UNWTO) embarked on a project from 2005 to 2007 to
create a common glossary of terms for tourism. It defines tourism as follows:

Tourism is a social, cultural and economic phenomenon which entails the movement of
people to countries or places outside their usual environment for personal or
business/professional purposes. These people are called visitors (which may be either
tourists or excursionists; residents or non-residents) and tourism has to do with their
activities, some of which imply tourism expenditure (United Nations World Tourism
Organization, 2008).

Using this definition, we can see that tourism is the movement of people for a number of
purposes (whether business or pleasure).

Definition of Tourist

Building on the definition of tourism, a commonly accepted description of a tourist is

“someone who travels at least 80 km from his or her home for at least 24 hours, for business
or leisure or other reasons” (LinkBC, 2008, p.8). The United Nations World Tourism
Organization (1995) helps us break down this definition further by stating tourists can be:

1. Domestic (residents of a given country travelling only within that country)

2. Inbound (non-residents travelling in a given country)
3. Outbound (residents of one country travelling in another country)

The scope of tourism, therefore, is broad and encompasses a number of activities.

Spotlight On: United Nations World Tourism Organization (UNWTO)

UNWTO is the United Nations agency responsible “for the promotion of responsible,
sustainable and universally accessible tourism” (UNWTO, 2014b). Its membership
includes 156 countries and over 400 affiliates such as private companies and non-
governmental organizations. It promotes tourism as a way of developing
communities while encouraging ethical behaviour to mitigate negative impacts. For
more information, visit the UNWTO website: http://www2.unwto.org/.

NAICS: The North American Industry

Classification System
Given the sheer size of the tourism industry, it can be helpful to break it down into broad
industry groups using a common classification system. The North American Industry
Classification System (NAICS) was jointly created by the Canadian, US, and Mexican
governments to ensure common analysis across all three countries (British Columbia
Ministry of Jobs, Tourism and Skills Training, 2013a). The tourism-related groupings created
using NAICS are (in alphabetical order):

1. Accommodation
2. Food and beverage services (commonly known as “F & B”)
3. Recreation and entertainment
4. Transportation
5. Travel services

These industry groups are based on the similarity of the “labour processes and inputs” used
for each (Government of Canada, 2013). For instance, the types of employees and resources
required to run an accommodation business — whether it be a hotel, motel, or even a
campground — are quite similar. All these businesses need staff to check in guests, provide
housekeeping, employ maintenance workers, and provide a place for people to sleep. As
such, they can be grouped together under the heading of accommodation. The same is true of
the other four groupings, and the rest of this text explores these industry groups, and other
aspects of tourism, in more detail. 
 Figure 1.1 Welcoming storefronts in Nelson

The Hospitality Industry

When looking at tourism it’s important to consider the term hospitality. Some define
hospitality as “the business of helping people to feel welcome and relaxed and to enjoy
themselves” (Discover Hospitality, 2015, ¶ 3). Simply put, the hospitality industry is the
combination of the accommodation and food and beverage groupings, collectively making
up the largest segment of the industry. You’ll learn more about accommodations and F & B
in Chapter 3 and Chapter 4, respectively. 
Before we seek to understand the five industry groupings in more detail, it’s important to
have an overview of the history and impacts of tourism to date.

Global Overview

Origins of Tourism

Travel for leisure purposes has evolved from an experience reserved for very few people into
something enjoyed by many. Historically, the ability to travel was reserved for royalty and
the upper classes. From ancient Roman times through to the 17th century, young men of high
standing were encouraged to travel through Europe on a “grand tour” (Chaney, 2000).
Through the Middle Ages, many societies encouraged the practice of religious pilgrimage, as
reflected in Chaucer’s Canterbury Tales and other literature.
The word hospitality predates the use of the word tourism, and first appeared in the 14th
century. It is derived from the Latin hospes, which encompasses the words guest, host,
and foreigner (Latdict, 2014). The word tourist appeared in print much later, in 1772
(Griffiths and Griffiths, 1772). William Theobald suggests that the word tour comes from
Greek and Latin words for circle and turn, and that tourism and tourist represent the activities
of circling away from home, and then returning (Theobald, 1998).

Tourism Becomes Business

Cox & Kings, the first known travel agency, was founded in 1758 when Richard Cox became
official travel agent of the British Royal Armed Forces (Cox & Kings, 2014).  Almost
100 years later, in June 1841, Thomas Cook opened the first leisure travel agency, designed
to help Britons improve their lives by seeing the world and participating in the temperance
movement. In 1845, he ran his first commercial packaged tour, complete with cost-effective
railway tickets and a printed guide (Thomas Cook, 2014).
The continued popularity of rail travel and the emergence of the automobile presented
additional milestones in the development of tourism. In fact, a long journey taken by Karl
Benz’s wife in 1886 served to kick off interest in auto travel and helped to publicize his
budding car company, which would one day become Mercedes Benz (Auer, 2006). We take a
closer look at the importance of car travel later this chapter, and of transportation to the
tourism industry in Chapter 2.

Fast forward to 1952 with the first commercial air flights from London, England, to
Johannesburg, South Africa, and Colombo, Sri Lanka (Flightglobal, 2002) and the dawn of
the jet age, which many herald as the start of the modern tourism industry. The 1950s also
saw the creation of Club Méditérannée (Gyr, 2010) and similar club holiday destinations, the
precursor of today’s all-inclusive resorts.

The decade that followed is considered to have been a significant period in tourism

development, as more travel companies came onto the scene, increasing competition for
customers and moving toward “mass tourism, introducing new destinations and modes of
holidaying” (Gyr, 2010, p. 32).

Industry growth has been interrupted at several key points in history, including World War I,
the Great Depression, and World War II. At the start of this century, global events thrust
international travel into decline including the September 11, 2001, attack on the World Trade
Center in New York City (known as 9/11), the war in Iraq, perceived threat of future terrorist
attacks, and health scares including SARS, BSE (bovine spongiform encephalopathy), and
West Nile virus (Government of Canada, 2006).

At the same time, the industry began a massive technological shift as increased internet use
revolutionized travel services. Through the 2000s, online travel bookings grew exponentially,
and by 2014 global leader Expedia had expanded to include brands such as Hotels.com, the
Hotwire Group, trivago, and Expedia CruiseShip Centers, earning revenues of over $4.7
million (Expedia Inc., 2013).

A more in-depth exploration of the impact of the online marketplace, and other trends in
global tourism, is provided in Chapter 14. But as you can already see, the impacts of the
global tourism industry today are impressive and far reaching. Let’s have a closer look at
some of these outcomes.
 Tourism Impacts
Tourism impacts can be grouped into three main categories: economic, social, and
environmental. These impacts are analyzed using data gathered by businesses, governments,
and industry organizations.

Economic Impacts

According to a UNWTO report, in 2011, “international tourism receipts exceeded US$1

trillion for the first time” (UNWTO, 2012). UNWTO Secretary-General Taleb Rifai stated
this excess of $1 trillion was especially important news given the global economic crisis of
2008, as tourism could help rebuild still-struggling economies, because it is a key export and
labour intensive (UNWTO, 2012). 

Figure 1.2 Students visiting

Vancouver for a conference

Tourism around the world is now worth over $1 trillion annually, and it’s a growing industry
almost everywhere. Regions with the highest growth in terms of tourism dollars earned are
the Americas, Europe, Asia and the Pacific, and Africa. Only the Middle East posted negative
growth at the time of the report (UNWTO, 2012).

While North and South America are growing the fastest, Europe continues to lead the way in
terms of overall percentage of dollars earned (UNWTO, 2012):

 Europe (45%)
 Asia and the Pacific (28%)
 North and South America (19%)
 Middle East (4%)
 Global industry growth and high receipts are expected to continue. In its August 2014
expenditure barometer, the UNWTO found worldwide visitation had increased by 22 million
people in the first half of the year over the previous year, to reach 517 million visits
(UNWTO, 2014a). As well, the UNWTO’s Tourism 2020 Vision predicts that international
arrivals will reach nearly 1.6 billion by 2020. Read more about the Tourism 2020 Vision:
http://www.e-unwto.org/doi/abs/10.18111/9789284403394

Social Impacts

Figure 1.3 First Nations art on display at

Vancouver Island University

In addition to the economic benefits of tourism development, positive social impacts include
an increase in amenities (e.g., parks, recreation facilities), investment in arts and culture,
celebration of First Nations people, and community pride. When developed conscientiously,
tourism can, and does, contribute to a positive quality of life for residents.

However, as identified by the United Nations Environment Programme (UNEP, 2003a),

negative social impacts of tourism can include:

 Change or loss of indigenous identity and values

 Culture clashes
 Physical causes of social stress (increased demand for resources)
 Ethical issues (such as an increase in sex tourism or the exploitation of child workers)
 Some of these issues are explored in further detail in Chapter 12, which examines the
development of Aboriginal tourism in British Columbia.

Environmental Impacts

Tourism relies on, and greatly impacts, the natural environment in which it operates. Even
though many areas of the world are conserved in the form of parks and protected areas,
tourism development can have severe negative impacts. According to UNEP (2003b),
these can include:

 Depletion of natural resources (water, forests, etc.)

 Pollution (air pollution, noise, sewage, waste and littering)
 Physical impacts (construction activities, marina development, trampling, loss of biodiversity)

The environmental impacts of tourism can reach outside local areas and have an effect on the
global ecosystem. One example is increased air travel, which is a major contributor to climate
change. Chapter 10 looks at the environmental impacts of tourism in more detail.

Whether positive or negative, tourism is a force for change around the world, and the industry
is transforming at a staggering rate. But before we delve deeper into our understanding of
tourism, let’s take a look at the development of the sector in our own backyard.

Canada Overview

Origins of Tourism in Canada

Tourism has long been a source of economic development for our country. Some argue that
as early as 1534 the explorers of the day, such as Jacques Cartier, were Canada’s first tourists
(Dawson, 2004), but most agree the major developments in Canada’s tourism industry
followed milestones in the transportation sector: by rail, by car, and eventually, in the skies.
Railway Travel: The Ties That Bind

Figure 1.4 Canadian Pacific 4-4-0

A-2-m No 136

The dawn of the railway age in Canada came midway through the 19th century. The first
railway was launched in 1836 (Library and Archives Canada, n.d.), and by the onset of
World War I in 1914, four railways dominated the Canadian landscape: Canadian Pacific
Railway (CPR), Canadian Northern Railway (CNOR), the Grand Trunk Railway (GTR), and
the Grand Trunk Pacific (GTP). Unfortunately, their rapid expansion soon brought the last
three into near bankruptcy (Library and Archives Canada, n.d.).

In 1923, these three rail companies were amalgamated into the Canadian National Railway
(CNR), and together with the CPR, these trans-continentals dominated the Canadian travel
landscape until other forms of transportation became more popular. In 1978, with declining
interest in rail travel, the CPR and CNR were forced to combine their passenger services to
form VIA Rail (Library and Archives Canada, n.d.).

The Rise of the Automobile

The rising popularity of car travel was partially to blame for the decline in rail travel,
although it took time to develop. When the first cross-country road trip took place in 1912,
there were only 16 kilometres of paved road across Canada (MacEachern, 2012). Cars were
initially considered a nuisance, and the National Parks Branch banned entry to
automobiles, but later slowly began to embrace them. By the 1930s, some parks, such
as Cape Breton Highlands National Park, were actually created to provide visitors with scenic
drives (MacEachern, 2012).
It would take decades before a coast-to-coast highway was created, with the Trans-Canada
Highway officially opening in Revelstoke in 1962. When it was fully completed in 1970, it
was the longest national highway in the world, spanning one-fifth of the globe
(MacEachern, 2012).
Early Tourism Promotion

As early as 1892, enterprising Canadians like the Brewsters became the country’s first tour
operators, leading guests through areas such as Banff National Park (Brewster Travel Canada,
2014). Communities across Canada developed their own marketing strategies as
transportation development took hold. For instance, the town of Maisonneuve in Quebec
launched a campaign from 1907 to 1915 calling itself “Le Pittsburg du Canada.” And
by 1935 Quebec was spending $250,000 promoting tourism, with Ontario, New Brunswick,
and Nova Scotia also enjoying established provincial tourism bureaus (Dawson, 2004).

National Airlines

Our national airline, Air Canada, was formed in 1937 as Trans-Canada Air Lines. In many
ways, Air Canada was a world leader in passenger aviation, introducing the world’s first
computerized reservations system in 1963 (Globe and Mail, 2014). Through the 1950s and
1960s, reduced airfares saw increased mass travel. Competitors including Canadian Pacific
(which became Canadian Airlines in 1987) began to launch international flights during this
time to Australia, Japan, and South America (Canadian Geographic, 2000). By 2000, Air
Canada was facing financial peril and forced to restructure. A numbered company, owned in
part by Air Canada, purchased 82% of Canadian Airline’s shares, with the result of Air
Canada becoming the country’s only national airline (Canadian Geographic, 2000).

Parks and Protected Areas

A look at the evolution of tourism in Canada would be incomplete without a quick study of
our national parks and protected areas. The official conserving of our natural spaces began
around the same time as the railway boom, and in 1885 Banff was established as Canada’s
first national park. By 1911, the Dominion Forest Reserves and Parks Act created the
Dominion Parks Branch, the first of its kind in the world (Shoalts, 2011).
The systemic conservation and celebration of Canada’s parks over the next century would
help shape Canada’s identity, both at home and abroad. Through the 1930s, conservation
officers and interpreters were hired to enhance visitor experiences. By 1970, the National
Park System Plan divided Canada into 39 regions, with the goal of preserving each distinct
ecosystem for future generations. In 1987, the country’s first national marine park
was established in Ontario, and in the 20 years that followed, 10 new national parks and
marine conservation areas were created (Shoalts, 2011).

The role of parks and protected areas in tourism is explored in greater detail in Chapter 5
(recreation) and Chapter 10 (environmental stewardship).

Global Shock and Industry Decline

As with the global industry, Canada’s tourism industry was impacted by world events such as
the Great Depression and the World Wars.
More recently, global events such as 9/11, the SARS outbreak, and the war in Iraq took their
toll on tourism receipts. Worldwide arrivals to Canada dropped 1% to 694 million in 2003,
after three years of stagnant growth. In 2005, spending reached $61.4 billion with domestic
travel accounting for 71% (Government of Canada, 2006).

Tourism in Canada Today

In 2011, tourism created $78.8 billion in total economic activity and 603,400 jobs. Tourism
accounted for more of Canada’s gross domestic product (GDP) than agriculture, forestry, and
fisheries combined (Tourism Industry Association of Canada, 2014).
Spotlight On: The Tourism Industry Association of Canada (TIAC)
Founded in 1930 and based in Ottawa, the Tourism Industry Association of
Canada (TIAC) is the national private-sector advocate for the industry. Its goal is
to support policies and programs that help the industry grow, while representing
over 400 members including airports, concert halls, festivals and events, travel
services providers, and businesses of all sizes. For more information,
visit the Tourism Industry Association of Canada’s website:
http://tiac.travel/About.html

Unfortunately, while overall receipts from tourism appear healthy, and globally the industry
is growing, according to a recent report, Canada’s historic reliance on the US market (which
traditionally accounts for 75% of our market) is troubling. Because three out of every four
international visitors to Canada originates in the United States, the 55% decline in that market
since 2000 is being very strongly felt here. Many feel the decline in American visitors to
Canada can be attributed to tighter passport and border regulations, the economic downturn
(including the 2008 global economic crisis), and a stronger Canadian dollar (TIAC, 2014).

Despite disappointing numbers from the United States, Canada continues to see strong
visitation from the United Kingdom, France, Germany, Australia, and China. In 2011, we
welcomed 3,180,262 tourists from our top 15 inbound countries (excluding the United
States). Canadians travelling domestically accounted for 80% of tourism revenues in the
country, and TIAC suggested that a focus on rebounding US visitation would help grow the
industry (TIAC, 2014).

Spotlight On: The Canadian Tourism Commission

Housed in Vancouver, Destination Canada, previously the Canadian Tourism
Commission (CTC), is responsible for promoting Canada in several foreign markets:
Australia, Brazil, China, France, Germany, India, Japan, Mexico, South Korea, the
United Kingdom, and the United States. It works with private companies, travel
services providers, meeting professionals, and government organizations to help
leverage Canada’s tourism brand, Canada. Keep Exploring. It also conducts research
and has a significant image library (Canadian Tourism Commission, 2014). For more
information, visit Destination Canada website:
http://en.destinationcanada.com/about-ctc.

As organizations like TIAC work to confront barriers to travel, the Canadian Tourism

Commission (CTC) is active abroad, encouraging more visitors to explore our country. In
Chapter 8, we’ll delve more into the challenges and triumphs of selling tourism at home and
abroad.
The great news for British Columbia is that once in Canada, most international visitors tend
to remain in the province they landed in, and BC is one of three provinces that receives the
bulk of this traffic (TIAC, 2012). In fact, BC’s tourism industry is one of the healthiest in
Canada today. Let’s have a look at how our provincial industry was established and where it
stands now.

British Columbia Overview

Origins of Tourism in BC

As with the history of tourism in Canada, it’s often stated that the first tourists to BC were
explorers. In 1778, Captain James Cook touched down on Vancouver Island, followed by
James Douglas in 1842, a British agent who had been sent to find new headquarters for the
Hudson’s Bay Company, ultimately choosing Victoria. Through the 1860s, BC’s gold rush
attracted prospectors from around the world, with towns and economies springing up along
the trail (PricewaterhouseCoopers, 2009).

Railway Travel: Full Steam Ahead!

The development of BC’s tourism industry began in earnest in the late 1800s when the CPR
built accommodation properties along itsnewly completed trans-Canada route, capturing
revenues from overnight stays to help alleviate their increasing corporate debt. Following the
1886 construction of small lodges at stops in Field, Rogers Pass, and Fraser Canyon, the
CPR opened the Hotel Vancouver in May 1887 (Dawson, 2004).
As opposed to Atlantic Canada, where tourism promotion centred around attracting hunters
and fishermen for a temporary infusion of cash, in British Columbia tourism was seen as a
way to lure farmers and settlers to stay in the new province. Industry associations began to
form quickly: the Tourist Association of Victoria (TAV) in February 1902, and the
Vancouver Tourist Association in June of the same year (Dawson, 2004).

Many of the campaigns struck by these and other organizations between 1890 and 1930
centred on the province’s natural assets, as people sought to escape modern convenience and
enjoy the environment. A collaborative group called the Pacific Northwest Travel
Association (BC, Washington, and Oregon) promoted “The Pacific Northwest: The World’s
Greatest Out of Doors,” calling BC “The Switzerland of North America.” Promotions like
these seemed to have had an effect: in 1928, over 370,000 tourists visited Victoria, spending
over $3.5 million (Dawson, 2004).

The Great Depression and World War II

As the world’s economy was sent into peril during the Great Depression in the 1930s, tourism
was seen as an economic solution. A newly renamed Greater Victoria Publicity Bureau touted
a “100 for 1” multiplier effect of tourism spending, with visitor revenues accounting for
around 13.5% of BC’s income in 1930. By 1935, an organization known as the TTDA
(Tourist Trade Development Association of Victoria and Vancouver Island) looked to create
a more stable industry through strategies to increase visitors’ length of stay (Dawson, 2004).
In 1937, the provincial Bureau of Industrial and Tourist Development (BITD) was formed
through special legislation with a goal of increasing tourist traffic. By 1938, the organization
changed its name to the British Columbia Government Travel Bureau (BCGTB) and was
granted a budget increase to $105,000. This was soon followed by an expansion of the BC
Tourist Council designed to solicit input from across the province. And in 1939, Vancouver
welcomed the King and Queen of England and celebrated the opening of the Lions Gate
Bridge, activities that reportedly bolstered tourism numbers (Dawson, 2004).

The December 1941 Japanese attack on Pearl Harbor in Hawaii had negative repercussions
for tourism on the Pacific Rim and was responsible for an era of decreased visitation to
British Columbia, despite attempts by some to market the region as exciting. From 1939 to
1943, US visits to Vancouver (measured at the border) dropped from over 307,000 to
approximately 183,600. Just two years later, however, that number jumped to 369,250, the
result of campaigns like the 1943 initiative aimed at Americans that marketed BC as
“comrades in war” (Dawson, 2004).

Post-War Rebound

We, with all due modesty, cannot help but claim that we are entering British Columbia’s half-
century, and cannot help but observe that B.C. also stands for BOOM COUNTRY. – Phil
Gagliardi, BC Minister of Highways, 1955 (Dawson, 2004, p.190)

A burst of post-war spending began in 1946, and although short-lived, was supported by
steady government investment in marketing throughout the 1950s. As tourism grew in BC,
however, so did competition for US dollars from Mexico, the Caribbean, and Europe. The
decade that followed saw an emphasis on promoting BC’s history, its “Britishness,” and a
commodification of Aboriginal culture. The BCGTB began marketing efforts to extend the
travel season, encouraging travel in September, prime fishing season. It also tried to push
visitors to specific areas, including the Lower Fraser Valley, the Okanagan-Fraser Canyon
Loop, and the Kamloops-Cariboo region (Dawson, 2004).
 Figure 1.5 Dining at the Culinary Institute of
Vancouver Island

In 1954, Vancouver hosted the British Empire Games, investing in the construction of
Empire Stadium. A few years later, an increased emphasis on events and convention business
saw the Greater Vancouver Tourist Association change its name in 1962 to the Greater
Vancouver Visitors and Convention Bureau (PricewaterhouseCoopers, 2009).

The ski industry was also on the rise: in 1961, the lodge and chairlift on Tod Mountain
(now Sun Peaks) opened, and Whistler followed suit five years
later (PricewaterhouseCoopers, 2009). Ski partners became pioneers of collaborative
marketing in the province with the foundation of the Ski Marketing Advisory Committee
(SMAC) supported by Tod Mountain and Big White, evolving into today’s Canada’s West
Ski Area Association (Magnes, 2010). This pioneer spirit was evident across the ski sector:
the entire sport of heliskiing was invented by Hans Gosmer of BC’s Canadian Mountain
Holidays, and today the province holds 90% of the world’s heliskiing market share (McLeish,
2014).

The concept of collaboration extended throughout the province as innovative funding

structures saw the cost of marketing programs shared between government and industry in
BC. These programs were distributed through regional channels (originally eight regions in
the province), and considered “the most constructive and forward looking plan of its kind in
Canada” (Dawson 2004, p.194).

Tourism in BC continued to grow through the 1970s. In 1971, the Hotel Room Tax Act was
introduced, allowing for a 5% tax to be collected on room nights with the funds collected to
be put toward marketing and development. By 1978, construction had begun on Whistler
Village, with Blackcomb Mountain opening two years later (PricewaterhouseCoopers, 2009).
Funding programs in the late 1970s and early 1980s such as the Canada BC Tourism
Agreement (CBCTA) and Travel Industry Development Subsidiary Agreement (TIDSA)
allowed communities to invest in projects that would make them more attractive tourism
destinations. In the mountain community of Kimberley, for instance, the following
improvements were implemented through a $3.1 million forgivable loan: a new road to the
ski resort, a covered tennis court, a mountain lodge, an alpine slide, and nine more holes for
the golf course (e-Know, 2011).

Around the same time, the “Super, Natural British Columbia” brand was introduced, and a
formal bid was approved for Vancouver to host a fair then known as Transpo 86 (later Expo
86). Tourism in the province was about to truly take off.

Expo 86 and Beyond

By the time the world fair Expo 86 came to a close in October 1986, it had played host
to 20,111,578 guests. Infrastructure developments, including rapid rail, airport improvements,
a new trade and convention centre at Canada Place (with a cruise ship terminal), and hotel
construction, had positioned the city and the province for further growth
(PricewaterhouseCooopers, 2009). The construction and opening of the Coquihalla Highway
through to 1990 enhanced the travel experience and reduced travel times to vast sections of
the province (Magnes, 2010).
Take a Closer Look: The Value of Tourism
Tourism Vancouver Island, with the support of many partners, has created a website
that directly addresses the value of tourism in the region. The site looks at the
economics of tourism, social benefits of tourism, and a “what’s your role?” feature
that helps users understand where they fit in. Explore the Tourism Vancouver Island
website: http://valueoftourism.ca/.

By 2000, Vancouver International Airport (YVR) was named number one in the world by
the International Air Transport Association’s survey of international passengers. Five years
later, the airport welcomed a record 16.4 million passengers (PricewaterhouseCoopers, 2009).
Going for Gold

Figure 1.6 Canada vs Switzerland

In 2003, the International Olympic Committee named Vancouver/Whistler as the host city for
the 2010 Olympic and Paralympic Winter Games. Infrastructure development followed,
including the expansion of the Sea-to-Sky Highway, the creation of Vancouver Convention
Centre West, and the construction of the Canada Line, a rapid transport line connecting the
airport with the city’s downtown.

As BC prepared to host the Games, its international reputation continued to grow. Vancouver

was voted “Best City in the Americas” by Condé Nast Traveller magazine three years in a
row. Kelowna was named “Best Canadian Golf City” by Canada’s largest golf magazine, and
BC was named the “Best Golf Destination in North America” by the
International Association of Golf Tour Operators. Kamloops, known as Canada’s
Tournament City, hosted over 100 sports tournaments that same year, and nearby Sun Peaks
Resort was named the “Best Family Resort in North America” by the Great Skiing
and Snowboarding Guide in 2008 (PricewaterhouseCoopers, 2009).

By the time the Vancouver 2010 Olympic and Paralympic Games took place, over 80
participating countries, 6,000 athletes, and 3 billion viewers put British Columbia on centre
stage.

Spotlight On: Destination British Columbia

Destination BC is a Crown corporation founded in November 2012 by the
Government of British Columbia. Its mandate includes marketing the province as a
tourist destination (at home and around the world), promoting the development and
growth of the industry, providing advice and recommendations to the tourism
minister on related matters, and enhancing public awareness of tourism and its
economic value to British Columbia (Province of British Columbia, 2013b).

Tourism in BC Today

Building on the momentum generated by hosting the 2010 Winter Olympic Games, tourism
in BC remains big business. In 2012, the industry generated $13.5 billion in revenue.
The provincial industry is made up of over 18,000 businesses, the majority of which are
SMEs (small to medium enterprises), and together they employ approximately 127,300
people (Tourism Industry Association of BC, 2014). It may surprise you to learn that in
British Columbia, tourism provides more jobs than high tech, oil and gas, mining, and
forestry (Porges, 2014).

Spotlight On: The Tourism Industry Association of BC

Founded in 1993 as the Council of Tourism Associations, today the Tourism
Industry Association of BC (TIABC) is a not-for-profit trade association
comprising members from private sector tourism businesses, industry associations,
and destination marketing organizations (DMOs). Its goal is to ensure the
best working environment for a competitive tourism industry. It hosts industry
networking events and engages in advocacy efforts as “the voice of the BC tourism
industry.” Students are encouraged to join TIABC to take advantage of their
connections and receive a discount at numerous industry events. For more
information, visit the Tourism Industry Association of BC’s website:
http://www.tiabc.ca/student-membership

One of the challenges for BC’s tourism industry, it has long been argued,
is fragmentation.Back in September 1933, an article in the Victoria Daily Times argued for
more coordination across organizations in order to capitalize on what they saw as Canada’s
“largest dividend payer” (Dawson, 2004). Today, more than 80 years later, you will often
hear BC tourism professionals say the same thing.

On the other hand, some experts believe that the industry is simply a model
of diversity,acknowledging that tourism is a compilation of a multitude of businesses,
services, organizations, and communities. They see the ways in which these components are
working together toward success, rather than focusing on friction between the groups.

Many communities are placing a renewed focus on educating the general public and other
businesses about the value of tourism and the ways in which stakeholders work together. The
following case study highlights this in more detail:

Take a Closer Look: Tourism Pays in Richmond, BC

The community of Richmond, BC, brings to life the far-reaching positive economic
effects of tourism in action. Watch the short video called “Tourism Pays” to see what
we mean!: http://vimeo.com/31624689
 Figure 1.7 Canadian Tourism
College

Throughout the rest of this textbook, you’ll have a chance to learn more about the history and
current outlook for tourism in BC, with in-depth coverage of some of the triumphs and
challenges we’ve faced as an industry. You will also learn about the Canadian and global
contexts of the tourism industry’s development.

Conclusion
As we’ve seen in this chapter, tourism is a complex set of industries including
accommodation, recreation and entertainment, food and beverage services, transportation,
and travel services. It encompasses domestic, inbound, and outbound travel for business,
leisure, or other purposes. And because of this large scope, tourism development requires
participation from all walks of life, including private business, governmental
agencies, educational institutions, communities, and citizens.
Recognizing the diverse nature of the industry and the significant contributions tourism
makes toward economic and social value for British Columbians is important. There remains
a great deal of work to better educate members of the tourism industry, other sectors, and the
public about the ways tourism contributes to our province.

Given this opportunity for greater awareness, it is hoped that students like you will help share
this information as you learn more about the sector. So let’s begin our exploration in Chapter
2 with a closer look at a critical sector: transportation.

Key Terms

 British Columbia Government Travel Bureau (BCGTB): the first recognized

provincial government organization responsible for the tourism marketing of British
Columbia
 Canadian Pacific Railway (CPR): a national railway company widely regarded as
establishing tourism in Canada and BC in the late 1800s and early 1900s
 Destination BC: the provincial destination marketing organization (DMO) responsible
for tourism marketing and development in BC, formerly known as Tourism BC
 Destination Canada: the national government Crown corporation responsible for
marketing Canada abroad, formerly known as the Canadian Tourism Commission (CTC)
 Destination marketing organization (DMO): also known as a destination
management organization; includes national tourism boards, state/provincial tourism
offices, and community convention and visitor bureaus
 Diversity: a term used by some in the industry to describe the makeup of the industry in a
positive way; acknowledging that tourism is a diverse compilation of a multitude of
businesses, services, organizations, and communities
 Fragmentation: a phenomenon observed by some industry insiders whereby the tourism
industry is unable to work together toward common marketing and lobbying (policy-
setting) objectives
 Hospitality: the accommodations and food and beverage industry groupings
 North American Industry Classification System (NAICS): a way to group tourism
activities based on similarities in business practices, primarily used for statistical analysis
 Tourism: the business of attracting and serving the needs of people travelling and staying
outside their home communities for business and pleasure
 Tourism Industry Association of BC (TIABC): a membership-based advocacy group
formerly known as the Council of Tourism Associations of BC (COTA)
 Tourism Industry Association of Canada (TIAC): the national industry advocacy
group
 Tourist: someone who travels at least 80 kilometres from his or her home for at least 24
hours, for business or pleasure or other reasons; can be further classified as domestic,
inbound, or outbound
 United Nations World Tourism Organization (UNWTO): UN agency responsible
for promoting responsible, sustainable, and universally accessible tourism worldwide

Exercises

1. List the three types of tourist and provide an example of each.

2. What is the UNWTO? Visit its website, and name one recent project or study the
organization has undertaken.
3. List the five industry groups according to the North American Industry Classification
System (NAICS). Using your  understanding of tourism as an industry, create your own
definition and classification of tourism. What did you add? What did you take out? Why?
4. In 2011, how much money was generated by tourism worldwide? What percentage of this
money was collected in Europe? Where was the least amount of money collected?
5. According to UNEP, what are the four types of negative environmental tourism impact?
For each of these, list an example in your own community.
6. What major transportation developments gave rise to the tourism industry in Canada?
7. Historically, what percentage of international visitors to Canada are from the United
States? Why is this an important issue today?
8. Name three key events in the history of BC tourism that resonate with you. Why do you
find these events of interest?
9. Watch the video in the “Take a Closer Look” feature on Richmond. Now think about the
value of tourism in your community. How might this be communicated to local residents?
List two ways you will contribute to communicating the value of tourism this semester. 
10. Choose one article or document from the reference list below and read it in detail. Report
back to the class about what you’ve learned.

Case Study: Tourism – Canada’s Surprise Blind Spot

In a 2014 episode of the Voice of Canadian Business, the Canadian Chamber of

Commerce’s podcast, host Mary Anne Carter sat down with Greg Klassen, the CTC’s
president and CEO, and Michele Saran, executive director of Business Events
Canada. Their discussion highlighted the reasons Canada is struggling to remain
competitive within the sector, and underscores the role and impact Canada’s tourism
industry has on the economy.
Listen to the 14-minute podcast on tourism in Canada and answer the following
questions: www.chamber.ca/media/pictures-videos/140407-podcast-tourism/

1. Why are governments around the world starting to invest in tourism infrastructure? What
does this mean for the competitive environment for Canada’s tourism product?
2. How do we compare to the United States as a destination for business travel?
3. According to Greg, why is the $200 million investment in Brand USA a “double-edged
sword” for tourism in Canada? What is beneficial about this? Why does it make things
more difficult?
4. What is the relationship between tourism and people’s understanding of a country’s
image?
5. What ranking is Canada’s brand? What other industries are affected by this brand?
6. Describe one activity the CTC participates in to sell Canadian tourism product abroad.
7. Name two “sectors of excellence” for Canada. Why is the CTC focussing their business
events sales strategies on these industries?
8. What does the CTC consider to be the benefits of Vancouver hosting the 2014 and 2015
TED conferences?

1: INTRODUCTION
World tourism arrivals are projected to grow at 4.3 percent per year and to reach 1.6

billion by 2020. In this same period, worldwide tourist spending is expected to grow
at 6.7 percent per year and to reach US $2 trillion (WTO, 2001). One of the fastestgrowing areas
contributing to these staggering statistics is sport tourism.

Although sport tourism is a relatively new concept in terms of contemporary

vernacular, its scope of activity is far from a recent phenomenon. The notion of people

traveling to participate and watch sport dates back to the ancient Olympic Games, and

the practice of stimulating tourism through sport has existed for over a century. Within

the past five years, however, sport and tourism professionals have begun to realize the

significant potential of sport tourism and are aggressively pursuing this market niche.

Defining Sports Tourism

The term ‘Sports Tourism’ basically means tourism that is based on the theme of

sports. It refers to a specific travel outside the usual environment for either passive or

active involvement in competitive sport. Sport is the primary reason for travel whereas

the leisure element may reinforce the overall experience. Another school of thought

explains it as a combination of sports activities and travel wherein it consists of two

broad categories.

1. Active Sports Tourism i.e. Travel for the purpose of participating in a sport,

leisure or recreational activity.

2. Passive Sports Tourism i.e. Travel for the purpose of visiting a sport, leisure

or recreational activity or an event.

Sports tourism is a pretty popular phenomenon in areas such as North America,

Australia and Europe. Sport tourism is a fast growing sector of the global travel

industry and equates to $600 Billion a year. It has been given sub sectored into notable

products such as Golf Tourism, Polo Tourism and Adventure Tourism through various

activities.

Economic Forces That Drive Sport Tourism

In order for people to participate in any form of sport tourism, an adequate amount of

money must be possessed. The affluence of families today has risen to new heights,

mainly because of major changes in the type of jobs people are employed in, as well

as how people work. Similarly, people are experiencing an increase in the amount of

leisure time available for sport tourism activities. In general, the number of hours on

the job has decreased significantly over the past century, particularly as the number of
holidays has increased and improvements in technology have led to more disposable.

time for many people. Ultimately, for most Western societies the economic changes in

recent history have increased the amount of time and money available to individuals,

and have motivated them to engage in sport tourism activities.

Technological innovations that influence popularity of Sports Tourism

Equally important in making it possible for sport tourism to expand to a more

extensive cross section of the population are the recent innovations in technology. The

best example of this new technology is illustrated by new methods in transportation.

With the invention of automobiles and air travel in the past century, individuals have

been able to move to various locations to take part in these sport tourism activities.

Furthermore, with the creation of these new transportation methods, people began to

require accommodations away from their homes. This led to the massive development

of numerous hotels, inns, and motels. In addition to the crucial role that transportation

and accommodation played in the increased popularity of sport tourism, new

innovations in media technology also aided in the development. The press followed by

radio and then television popularized spectator sport in particular. Lastl y, the

innovations in sport equipment production have also contributed to the development

and the popularizing of sport.

Because of the wide range in technological innovations, the opening of travel and

appeal of sport has greatly increased, allowing for the rapid expansion of sport

tourism. More specifically, increased access, expanded availability, and ease of

participation have contributed to the increased rise in popularity of sport tourism.

Economic impacts of sport tourism

Much of the research on event sport tourists has focused on their economic impact

upon a host community, although measuring spending patterns is a difficult

proposition. Tourism’s economic impact is one of the most researched but least

understood areas of tourism. Sport and tourism each contribute a great deal to the

global economy and have become an element in the armory of politicians, planners

and economists seeking to regenerate local economies. As a combination of the two,

sport tourism has a significant economic impact. However, the exact impact of sport

tourism is difficult to quantify. The availability of data and research both lag behind
the market and it is difficult to measure the overall value of sport tourism. In addition,

the industry is so expansive that it has caused problems for practitioners and

academicians in determining the exact composition.

Socio-cultural Impacts of Sports Tourism

Sport tourism inevitably affects more than the economy; tourists by their presence

impact on the host population and, at least in some regards, hosts have an effect on their visitors.
The trend to increase sport touristic experiences and to provide them in

faraway, often very different cultures simply increases the importance of addressing

both the potential positive and the negative socio-cultural impacts of sport tourism.

Positive Impacts of Sport Tourism on Culture

 Sport tourism can strengthen national heritage, identity, and community spirit

as local people join together to promote their culture.

 Sport tourism can provide a vehicle through which visitors can come to know

foreign people and their culture.

 Sport tourism can instigate the regeneration and preservation of cultural

traditions.

General Benefits of Sport Tourism

 Sports are an investment in the tourism industry.

 Creates economic growth through filled hotels, restaurants and retail

establishments.

 Creates exposure and enhances a positive image for your community.

 Creates new product, a new tourism destination.

 Maximizes facility use in your community.

 Builds community relationships and strengthens corporate support.

 Creates youth opportunity/entertainment.

 Attract high-yield visitors, especially repeaters.

 Generate favorable image for the destination.

 Develop new infrastructure.

Use the media to extend the normal communications reach.

Generate increased rate of tourism growth or a higher demand plateau.

Improve the organizational, marketing, and bidding capabiliof the

community.

Secure a financial legacy for management of new sport facilities.

Increase community support for sport and sport-events.

Classification of Sports Tourism

There are several classifications on sport tourism. One of the theories suggested that

the sports tourism is defined as Hard Sports Tourism and Soft Sports Tourism while

another theory suggested that there are three types of sports tourism which includes

Sports Event Tourism, Celebrity and Nostalgia Sport Tourism and Active Sport

Tourism

Hard and Soft Sport Tourism

Hard definition of sport tourism refers to the quantity of people participating at

competitive sport events. Normally these kinds of events are the motivation that

attracts visitors visits the events. Olympic Games, FIFA World Cup, F1 Grand Prix

and regional events such as NASCAR Sprint Cup Series could be described as Hard

Sports Tourism.

Soft definition is relatively the tourists travel for participating on recreational sporting,

or signing up for leisure interests. Hiking, Skiing and Canoeing can be described as

the Soft Sports Tourism.

Sport Events Tourism

Sport event tourism refers to the visitors who visit the city with the purpose of

watching the events. A good example of this would be during the Olympics. Each

Olympic host city receives an immense amount of tourism.

Nostalgia sport tourism

Nostalgia sport tourism involves traveling to famous sport-related attractions. Visits to

various sporting hall of fames such as the Women’s College Basketball Hall of Fame

in Knoxville, Tennessee and the Baseball Hall of Fame in Cooperstown, New York

are good examples of these sport-related establishments. Furthermore, sports

museums such as the NASCAR museum in Charlotte, North Carolina, and famous

sport venues such as Lambeau Field in Green Bay, Wisconsin fall into this category.

Active sport tourism

Those individuals who travel to participate in sporting events comprise the active

sport tourism category. These participatory events can take on a wide variety of forms

in a wide variety of sports. Golf, kayaking, tennis, fishing, snow-mobiling and surfing

are just a few examples of the sports that people travel to participate in.

2 : Sports Tourism in India

Overview

India has always been big in the tourism industry because of its extreme diversity.

However, India’s sports tourism is also carving a niche for itself in Indian tourism

industry, attracting many adventurers to grab flights to India. Sports tourism in India

is an absolute must for all the thrill and adventure seekers. The Historical and

geographical diversities of India open up great avenues for adventure sports and

activities.

India is a huge country with an extremely varied topography. Be it skiing on the great

Himalayan ranges, bicycling on the wobbly Indian roads or rafting on gushing rivers –

India holidays offers a range of opportunities to its visitors to test out their sporting
skills! Not surprisingly, cheap flights to India are increasingly becoming more popular

among sports freaks!

With adequate support from relevant authorities, sports tourism in India is indeed

gaining immense prominence and popularity. People from different parts of the globe

have started looking towards India as a world class holiday destination with top of the

line sporting infrastructure. Sports tourism in India is also being encouraged by the

tourism providers in India. It means that vacations to India are sports-oriented.

Travelers book tickets on flights to India not only to enjoy some of the world’s finest

attractions but also to experience a vacation that is sports-oriented!

Glimpse of Past Activities in India

Over a span of 5 years i.e. 2008 – 2013, India has witnessed 8 major sports events, viz

a viz the following.

YEAR EVENTS

2008 AFC Challenge Cup – New Delhi

2008 Commonwealth Youth Games – Pune

2010 Commonwealth Games – New Delhi

2010 Field Hockey World Cup – New Delhi

2011 Cricket World Cup (Men’s) – Multiple Cities

2011 Formula One – Motor Sports – Greater Noida

2011 South Asian Winter Games – Dehradun, Auli

2013 Cricket World Cup (Women’s) – Multiple Cities

The Current Scenario

Inbound Sports Tourism in India

Sports tourism is broadly define by the adventure sports and game in India. There are

indeed several destinations in India offering sports tourism. There are varied sports

activities that one can indulge during their vacation. Types of adventure sports: Distinguished

adventure sports: mountaineering, rock-climbing, scuba diving, water rafting, kayaking,

canoeing, sailing, surfing, water scooting. Aero sports like: ballooning, paragliding, hand gliding.
These sports offer scope for sports lover and enthusiasts
from the entire world.Adventure hot sports in India: Goa, Andaman and Nicobar, Kerala,
Uttaranchal, Rajasthan, Andhra Pradesh, Tamil Nadu, Jammu and Kashmir, Assam, Sikkim,
Lakshadweep. Business and leisure Business tour combined with active sports are becoming
highly popular where business meets leisure and such kind of sports tourism on business
tour is global cooperate strategy for employee

entertainment and well being. Moreover sports tourism is nurture by professional

sports person they have to travel extensively for there carrier to participate in national

and international championship like Cricket World Cup, Soccer World Cup,

Wimbledon so on and forth. Commonwealth Games 2010, Delhi is the best example

of sports tourism.

Outbound Sports Tourism in India

A holiday with friends or family to witness a mega sporting event is no longer an alien

concept for Indian travellers. Today, sporting enthusiasts in India are willing to spend

‘top dollar’ to jet set across the globe to experience the thrill of watching their

favourite game live. These fans also like to ‘live it up’ exploring and enjoying the

destination simultaneously.

Correspondingly, there has also been a marked

rise in the number of tour operators

and agents specializing in servicing the requirements of this particular segment. It’s

not only niche specialists, but also big mainstream tour operators who set up a

separate division to tap the potential of Sports Tourism. An alien concept in India

about a decade ago, Sports Tourism, though a niche segment has evolved rapidly over the past
five years. A large number of agents and tour operators are introducing

interesting packages surrounding major sporting events. Sports Tourism is a well

organised sector and major revenue churner in several nations around the world like

UK, Germany, Singapore, South Africa, Malaysia etc. Several National Tourist

Offices (NTOs) are aggressively working towards promoting their destinations for

Sport Tourism in India to tap the corporate, as well as fast growing upper middle class
and the youth.

It was the ICC Cricket World Cup 2003 in South Africa, which kick started the trend

in India and offered the kind of exposure which Indian spectators never witnessed.

Another major event, the Indian Premier League (IPL), which commenced in 2008,

proved to be a milestone in the Indian sports scenario. In the following year, IPL

despite being shifted to South Africa played the pied piper, successfully attracting

Indian and international spectators generating great volume of outbound traffic for

Sports Tourism. Indians today travel abroad to watch a broad range of sporting events

including cricket, soccer, tennis and Formula OneWhile Sports Tourism in India is primarily
outbound, there are small inroads also being made on the inbound and domestic front. Overall,
according to industry experts, the segment is expected to have a growth rate of 10-20 per cent in
the coming years.

3: Institutional & Regulatory Framework

The institutional framework of the Indian sports industry aspires on the four pillars.

- Government of India created a Department for Sports and Youth Affairs in

1982 later renamed as Department of Youth Affairs and Sports/Ministry of

Youth Affairs and Sports.

- In 1984, Sports Authority of India (SAI) was established by the Government of

India which was originally given the task of maintenance and management of

stadiums. Later on, SAI broadened its activities with an objective of improving

the sports facilities and performance of Indian sports persons. SAI is managed

by General Body and Governing Body. The General Body is chaired by the

Hon'ble Prime Minister of India and the Governing Body is chaired by the

Union Minister of Human Resource Development.

- In India, presently, there are 52 National Sports Federations receiving funds

from the Government for their activities. At the international level, the

competitive sports set-up is fully autonomous. Each international federation

has its own governing body and is competent to formulate its regulations with

regard to the rules of the game, affiliation of member. Although, at one time or

the other, a particular national group may influence or control the affairs of an

international federation. The same is also applicable to the International

Olympic Committee. Similarly, national federations within India are also

autonomous and are registered as societies.

- In addition, there are various autonomous institutions under the Ministry of

Youth Affairs and Sports, such as the Indian Olympic Association (IOA)

working directly with their respective international federations/organisations

and run parallel to the other departments under this ministry. IOA is affiliated

to the International Olympic Committee (IOC), and is the supreme body for 64

federations.

The Ministry of Youth Affairs and Sports has the following main functions:

(i) All policy matters including:

a) Development Policies

b) Incentives

c) External Assistance

d) Manpower Development

e) Promotion & Marketing

f) Investment Facilitation

g) Growth Strategies

(ii) Planning

(iii) Co-ordination with other Ministries, Departments, State/Union Territory

Administrations.

(iv) Regulation

a) Standards

b) Guidelines

(v) Infrastructure & Product Development:

a) Central Assistance

b) Distribution of Tourism Products

(vi) Research, Analysis, Monitoring and Evaluation

(vii)International Co-operation and External Assistance:

a) International Bodies

b) Bilateral Agreements
c) External Assistance

d) Foreign Technical Collaboration

(viii) Legislation and Parliamentary Work

(ix) Establishment Matters

(x) Overall Review of the Functioning of the Field Offices

(xi) Vigilance Matters

(xii) Official Language: Implementation of Official Language Policy

(xiii) VIP References

CNTO Sports Tourism in India

(xiv) Budget Co-ordination and Related Matters

(xv) Plan Co-ordination

(xvi) Integrated Finance matters

(xvii) Overseas Marketing Work

(xviii) Welfare, Grievances and Protocol

Guidelines / Safety and Health Norms

Ministry of Tourism, Government of India has formulated a set of guidelines on

Safety and Quality Norms on Adventure Tourism as Basic Minimum Standards for

Adventure Tourism Activities. These guidelines cover Land, Air and Water based

activities which include mountaineering, trekking hand gliding, paragliding, bungee

jumping, river rafting, etc.

Any activity under adventure tourism is conducted through a licensed ATO i.e.

Adventure Tour Operator. The licensing rights belong to the Ministry of Tourism,

Government of India and are granted on the inspection report or recommendation of

the concerned Regional Director (RD) and a member of Adventure Tour Operators

Association of India. (ATOA)

After acquiring the license to engage in adventure activities, it becomes the duty of the

ATO to take the necessary precautions and follow the laid guidelines on Safety and

Quality norms on Adventure Tourism.

With due consideration of the risk involved, Ministry of Tourism, GOI advocates the

need of an undertaking by individuals taking part in these activities, with strict

adherence to the set guidelines under the three tabs of Land, Air and Water.

Stress on Safety

In addition to having an element of risk, adventure sports are usually undertaken in

remote areas, often inaccessible by road. In order to reduce the risk factor, it must be

ensured that adequate safety measures are adopted by all ATO’s and the respective

agencies. Further on, the rescue arrangements should be strengthened and put on alert

to come into operation to minimize loss of life and limb in the event of mishaps.

Therefore, the formation of state level committees for safety and rescue of tourists is
essential. The committees should be able to oversee implementation of safety

measures and co-ordinate rescue efforts. Such safety and rescue committees should

function as a nodal agency for all adventure activities in the state. It should draw its

members from the various executive departments such as departments of Tourism,

Sports, Police and military authorities and representatives from Adventure Tour

Operators Association of India. (ATOA)

4: Role of Non-Governmental

Institutions

The Department of Sports, now the Ministry of Youth Affairs and Sports has 5

autonomous bodies under its administrative control:

(i) The Sports Authority of India (SAI) is the nodal agency at the national level to

promote excellence in sports

(ii) The Lakshmi Bai University of Physical Education (LNUPE) is the national

apex institution for Physical Education.

(iii) National Anti-Doping Agency (NADA) is responsible for test-planning, result

management, disciplinary and appellate functions to prevent doping in sports.

(iv) National Dope Testing Laboratory (NDTL) is responsible for dope testing and

related research activities.

(v) National Playing Fields Association of India (NPFAI) has been recently set up to

protect, promote and preserve playing fields throughout the country.

(vi) The National Institute of Sports Science and Medicine (NISSM) is proposed to

be set up as an autonomous body, which will be a centre of excellence for providing

highly integrated, quality assured services (testing), development of leading

experts(training) who will subsequently drive innovation and share

knowledge(research and cooperation) to positively impact sporting performance.

(vii) The National Institute of Coaching Education is being de-merged from SAI and

developed as a coaching institute of excellence for coaches at NIS Patiala.

CNTO Sports Tourism in India

5: Promotional/Marketing Strategy

Keeping with the pace of 1980, the All India Council of Sports then drafted a National

Sports Policy with three fold aims and objectives promoting the country’s sports
industry further on. These are:

1. To inculcate sports and health consciousness amongst the masses for regular

participation in games and sports, and to make the nation healthy and strong.

2. To improve the country’s standards in sports and games so that the nation

secures its rightful place in international competitions.

3. To identity the need to provide all the necessary facilities and infrastructure

essential for the promotion of better standards of performance in sports and

games.

The idea underlying the draft policy is the recognition of the right of every citizen to

participate in and enjoy games, sports and recreational activities. The salient points of

the draft policy is summarised by experts as follows: ‘ Sports and Physical Education

must be made a compulsory subject in all schools and colleges.’

In lieu of a better policy, meeting with the contemporary and future needs, the

Government of India reviewed the old policy to bring a New Policy on Sports.

The Draft New National Sports Policy seeks to pursue the twin objectives of broad

basing and achieving excellence at national and international levels. The Policy

seeks to spell out the requirements in more concrete terms. The salient features being

as follows:

(i) Lays down in more concrete terms the objectives and specific measures to be taken

by various agencies.

(ii) Defines the role of central government and state government more clearly

(iii) Seeks to ensure that the Federations work in a more transparent, democratic,

professional and accountable manner.

(iv) Attaches on priority to promotion of games and sports in schools.

(v) Seeks to involve the Panchayati Raj Institutions actively.

(vi) Seeks to mobilize mass media for introducing a sport culture.

(vii) Sports disciplines based on proven potential.

(viii) Priorities seek to prepare the annual calendar well in advance for providing

required support to the sports persons for participation in major events.

(ix) Lays greater emphasis on scientific support to sports persons.

(x) Provides easy access to international quality sports equipment.

(xi) Lays greater emphasis on training and development.

(xii) Setting up of a National Sports Development Fund for mobilizing resources from

other sources other than government.

Allocation to Utilisation Ratio of Funds

Five Year Plan Duration Allocation for Sports (INR million)

6th

1980-1985 270

7th

1985-1989 2,070

8th

1992-1997 2,100

9th

1997-2002 4,730

10th

2002-2007 11,450

11th

2007-2012 46,360

According to the above figures, there was a significant increase in the fund allocation;

pertinent to mention that not more than 1% of it has been directed to sports in India. In

the eleventh Five Year Plan, INR 1500 crore had been approved by the Planning

Commission and INR 92 crore and INR 160 crore had already been allocated for

2008-2009 and 2009-2010 respectively.

Despite these efforts, the performance of Indian athletes at the international level is

not very convincing. Therefore, a few steps have been recommended to make these

initiatives more comprehensive.

Step 1. The allocation of funds, as the percentage of budget, should be increased to

broad-base sports in the country.

Step 2. Sports should be made as an integral part of the education system to inculcate

sports culture from the school level.

Step 3. The effectiveness of the developmental projects should be evaluated

periodically.

Step 4: Uniformity should be maintained in sports specific activities of various states

of India to provide equal participation opportunity to its citizens.

Step 5: Finally, a structure of good governance should be incorporated to make the

system transparent and accountable. Also, to ensure the revival of sports culture in

India, the government should revisit the sporting framework of India. Otherwise, the

immense potential of the country in sports can never be realized. It can be expected

that the government will play a proactive role in promoting sports in India to

establish the country as a sporting nation in the years to come.

6: Mapping the potential of India as a

Sports Tourism Destination

As quoted by the World Tourism Organization, by the year 2020, it is expected that

India will become the leader in the tourism industry in South Asia, with about 8.9

million arrivals

Of late the Indian tourism economy has been deemed as the second-most rapidly

increasing (8.8 %) tourism

economy in the world, by

World Travel and Tourism

Council. It also objectively

analyses the current scenario

and future prospects of the

Indian tourism industry,

focusing on different parameters of the industry

such as: inbound and

outbound tourism and

expenditure by inbound

tourists. It helps analyse the

opportunities and factors,

which are crucial to the

success of the tourism

industry in India.

Geographical look at the Possible Sports Destination – India

India has many tourist attractions that have healing abilities capable of providing

rewarding experiences of life. India has the Himalayan ranges in the north, a long

coastline surrounded by seas in the south. In addition, India is rich in varied

landscapes, enchanting historical sites and royal cities, clean beaches, serene mountain

retreats, rich cultures and festivities to enjoy and rejuvenate.

In any part of the year, India can offer a wide selection of destinations and

experiences. In summer, there are lovely retreats amidst the heady beauty in the

Himalayas or the lush-heights of the Western Ghats with cool trekking trails, tall

http://www.ficci.com/sector/40/Project_docs/Tourism-profile.pdf

CNTO Sports Tourism in India

The country offers a wide range of sports for tourists:

- Trekking and Skiing in the Himalayas

- White Water rafting on the rivers such as Ganges and Beas

- Camel and Jeep safaris in the deserts of Rajasthan

- Paragliding in Himachal Pradesh

- Water-sports in Goa

- Scuba diving in Andaman and Lakshadweep islands

- Lakshadweep islands also offer excellent wind surfing

- Snorkelling in the crystal clear waters of the lagoons.

The country offers a wide range of sports for tourists:

- Trekking and Skiing in the Himalayas

- White Water rafting on the rivers such as Ganges and Beas

- Camel and Jeep safaris in the deserts of Rajasthan

- Paragliding in Himachal Pradesh

- Water-sports in Goa

- Scuba diving in Andaman and Lakshadweep islands

- Lakshadweep islands also offer excellent wind surfing

- Snorkelling in the crystal clear waters of the lagoons.

peaks, or stretches of white water for the adventure seekers. In the cool Indian winter,

cities come alive with cultural feasts of music and dance. The sun-clad beaches are

ideal locations for rejuvenation in the winter. The wild-life sanctuaries with their

abundance of flora and fauna provide delights to the mind and rejuvenation to the

body.

Tagging India as a Sports Tourism destination

When an international sport enthusiast comes to India, he should also experience the

rich cultural heritage of the country. Watching a round of the snake boat race in the

Backwaters of Kerala or a bullock cart race in Tamil Nadu, will provide the spectator

with diverse experience while touring the country. The Rural Olympics 2010 held in

Kila Raipur, Punjab, attracted hundreds of international tourists. It was organised by

the local Grewal Sports Club. Some tourists from England, who had come to watch

the event, felt that the Punjab government should promote it internationally.

Skiing, which is a prominent sport in New Zealand and various European countries is

also possible in North India. Himachal Pradesh, Jammu & Kashmir and Uttarakhand

have world class ski slopes and skiing tournaments in these states can attract large

number of international visitors.

Another traditional sport in India which can be capitalised upon for Sports Tourism is

Polo whose origin dates back to AD 15th Century Mughal era. After the British rule in

the country, during which the sport suffered a dip, it is not only played by the royal

families and the Indian Army, but in recent years, corporate sponsorship too has been

able to make a contribution to the sport. Today, Polo is played primarily in the state of

Rajasthan and a few remote mountainous enclaves of the subcontinent, notably Gilgit,

Chitral, Ladakh and Manipur. State tourism boards and the travel trade should focus

on developing such sporting events and marketing the same as they deliver unique

experiences. 7: Way forward: Opportunities and

Challenges

Challenges

Lack of infrastructure tops the list of challenges faced by most tour operators in the
country while promoting Sports Tourism. Most travel operators feel that the

government should cooperate more resourcefully for them to showcase India’s true

potential as a sports destination. The media coverage during 2010 Commonwealth

Games exposed India’s ‘eleventh hour’ planning policies, a number of event

management companies face difficulties in scheduling their sporting events due to this

problem. Mayank Khandwala, President, Cutting Edge Events Pvt. Ltd said, “India

has always been a ‘last minute’ market because of which there is lot of pressure on

every aspect which in turn affects our functioning. Getting visas for travellers

becomes difficult then.”

Another major problem faced by industry players is of touting and ambush marketing.

According to Premdeep Gangadharan, Co-Founder-Director, Fans on Stands, “We

bring with us the passion for the game and we also have a compatible clientele but a

major problem is that the sponsors hike ticket rates for petty profits which often

results in underselling of tickets. Also, a lot of ambush marketing has been taking

place these days. Even though it hardly affects our business, we are trying our best to

curb the issue.”

Potential for Growth

Increased media exposure of sporting events over the last decade has raised the profile

of many sports, and although TV coverage is better than at any time in the past, an

increasing number of sports fans want to experience live events.

The media also has the ability to make national and international icons of sporting

stars, thereby generating greater demand, as fans want to see their sporting idols “in

the flesh”.

Sporting events themselves are being made increasingly appealing to attend, with

greater levels of comfort, and other events – such as festivals - being created around

them (such as horse racing weekends, boating regattas, etc).

Low-cost regional airlines (and more affordable long haul flights), are also driving

demand for sporting events as flights become more convenient, more regular, and of
course more affordable.

Overall, the sports tourism niche market is expected to grow annually at around 6%

for the next five years.

Future of sports tourism Scope and future of sports tourism is endless in India

because of its diverse topography and climatic condition. You can enjoy on land and

water, under water and in air whatsoever form of adventure sports in India. Future of

sports tourism and adventure sports in India is very bright.

The Road Ahead

Although Sports Tourism is a niche segment in India, it is growing rapidly, with a

large number of entrepreneurs willing to invest in it. In order to support their

endeavours, the government needs to arrange an overall sprucing of infrastructure

management, security issues and marketing strategies. The travel operators themselves

feel the need to introduce more value-added services so as to beckon international

tourists to India.

Owing to New Delhi’s developed infrastructure and transportation, the Indian

government has always given it a top priority while hosting sporting events like the

two Asian Games (1951 and 1982) and Commonwealth Games 2010. However, sport

event organisers and state tourism boards in India should be ready to invest in other

metro cities like Mumbai, Bengaluru, Hyderabad and Kolkata.

With booming interest among Indian sports enthusiasts to explore their interests in

different sport fields, and various NTOs across the world encouraging tie-ups with

Indian tour operators, there is sufficient fodder for India to emerge as a Sport Tourism

destination and boost overall tourism in the country. It only needs to be utilised

efficiently in order to gain significant benefits.

Impact of Ipl In tourism

There exists no such event whose effects can be annulled in any way. No event takes place in an
isolated way, defeating the very purpose of the event. The event has direct or indirect influence
on every aspect of our lives and these include social, cultural, economic, environmental or
political aspects (Allen et al., 2002). The payback from an event is enormous. A lot of constructive
and encouraging associations are formed during the event. This is one of the most important
reasons for the attractiveness and fame of an event (Bowdin et al., 2006). It is inevitable to
measure the various impacts of an event, thus ensuring the proper monitoring, control and
evaluation. Recent literatures have revealed an interesting fact, that the methods used to
measure the event, and also the aspects measured differ significantly (Wood, E.H., 2005).
Primarily, constructive social, cultural as well as economic impacts are normally recognized to be
the probable advantage to event hosts (Veres et al., 2008). It is obvious for the hosts to have an
inclination towards giving more importance to the economic impact, highly influenced by the
tourism research. Economic advantages of an event are very vital to the host. Hence it is very
imperative to have good frameworks for the measurement of this aspect. However, an accepted
fact is that economic benefits are not the only advantage which comes with an event. Various
elusive benefits have to also be measured to know how successful an event has been (Bowdin et
al., 2006); Jones (2001) suggests that even if the former unconstructive effects are included
having a limelight merely on straight expenses payback will still give an unfinished image.
However, it is also to keep in mind that events can sometimes have negative and unplanned
consequences and these penalties can lead to the event having both media and public attention
for the wrong reasons (Allen et al., 2002). This has to be kept in mind during the planning and
execution of the event. The power of media in deciding how an event is shown is formidable. The
media can have a strong social and cultural impact upon society. Thus the media can influence
how the event is professed, and also how it is shown to remote audiences (Getz, D., 2007). Events
can basically have two kinds of outcomes i.e., positive and negative impact on the host
communities and stakeholders (Allen et al., 2002). Event failures can be very devastating, bringing
in negative publicity, humiliation and expensive lawsuits (Bowdin et al., 2006). Hence a lot of
importance is placed on the financial impacts of an event. Factors leading to this are that both
the employers and government need to meet budget goals, deadlines, and also be ready with
explanations for the expenditures and an important factor is that financial impacts can be easily
measured (Allen et al., 2002). Getz, D. (2002) suggests fours main costs and benefits that have to
be evaluated: tangible benefits, tangible costs, intangible benefits and intangible costs. Also the
methods of measurement or assessment used vary with the impacts to be measured or assessed.
To calculate the overall impact of the event, social and cultural benefits cannot be left out.
However, rather than following a statistical approach calculating them may require a narrative
approach (Bowdin et al., 2006). The impact of an event is sometimes calculated well before the
event actually takes place. This is because in many scenarios, after the event policy focus shifts
elsewhere (Jones, 2001). Long-term effects of an event are very crucial. No matter the event
being attended or not by the local community, the effects will be felt by them (Ritchie and Smith,
1991). The host society can be provided with a policy for putting forward their knowledge,
hosting probable shareholders and endorsing new business opening by the event (Bowdin et al.,
2006). These events can create possible employment opportunities during the construction phase
(Allen et al., 2002). One of the most important impacts of a mega-event is on the tourism industry
which would bring in lot of visitors to a particular place which has never been a tour destination
before (Getz, D., 2006). This paper focuses on the various impacts of DLF IPL on the South African
community and how it has contributed towards the Indian economy. It also discusses the various
advantages and disadvantages that are involved with DLF IPL.

OVERVIEW OF DLF IPL

The DLF IPL is organised by the well established event management organisation IMG WORLD,
LONDON. The Indian Premier League (IPL) has been produced by the joint venture between IMG
and the Board of Control for Cricket in India (BCCI). For the IPL IMG explored the most favourable
fair as well as mercantile model and a huge amount of $724m were raised by carrying out the
notable authorization sale procedure (IMG World, 2009). In India, IPL is one of the most
economically victorious sports idea ever initiated. The IPL is played according to the most up-to-
date cricket layout which is Twenty20; this decreases match playing time to three hours, and thus
makes it ideal for major time television as well as live in-stadia spectators. The television
production and distribution rights, franchise rights, event and venue management and
sponsorship sales for the IPL is handled by the IMG. The shifting of the venue to South Africa in
the year 2009 was taken care by IMG.

IMPACT ON INDIAN ECONOMY DUE TO IPL SWITCH

TO SOUTH AFRICA
All the businesses in India right from the road trader to the publicity organizations holding
millions of dollars of shares are faced financial crisis because of the shift of IPL from India to
South Africa due to security reasons as the IPL dates conflicted with the general election dates in
India. The market analysts sensed that this sudden move from India to South Africa has grinded
down from the Indian marker an ample amount, adding up to the already existing despair of
global financial slump. Last year the IPL had contributed up to 1 billion rupees to the Indian
economy, but due to the shift to South Africa which involved a lot of additional expenditure the
BCCI did not incur a lot of income. The media houses in India did undergo a major income loss,
which was estimated to be from 500 million to 700 million rupees. The estimated loss when it
came to the gate receipts was 500 million rupees. The hospitality industry as well as tourism
industry had a major impact. But there was an advantage tagged to this shift as well which was
that IPL is now seen by people as a tournament with international value.

OVERALL IMPACT OF DLF IPL ON THE SOUTH

AFRICAN COMMUNITY
According to Getz (2007) all events have a direct social and cultural impact on their participants,
and sometime on their wider host communities. But, some events leave a legacy of greater
awareness and participation in sporting and cultural activities (Bowdin et al., 2006). The Indian
Premier League (IPL) has contributed a lot towards the education in South Africa (The Hindustan
Times, 2009). According to Getz (2007) the financial profits are gained when the particular event
can pull in extra income for the community benefits which is either in the form of endowments or
funding. As stated by Fakir Hassen (2009) Lalit Modi, who is the man behind IPL proclaimed a
scholarship of over eight million and this was one of the best programme towards community
development in South Africa by a sports oriented organisation. This money given towards
education benefits (Torkildsen, G., 2005) has also helped in the initiation of Help Educate and
Teach (HEAT) programme that was commenced at the Alexander Sinton High School in the
suburb of Athlone. The schools and individual learners will be benefited by this programme. Lalit
Modi stated that any attempt towards development and strengthening of individuals as well as
nation always remains as a soul of superior education. He also stated that India has emerged as a
successful nation because of its strong education basis: “This emphasis on education is now
paying off many times over as India has grown into an economic powerhouse far better
equipped to lift people out of poverty”(The Hindustan Times, 2009). The investment of DLF IPL in
the in the education of South African community targets towards a prospect return (Getz, D.,
2007) and cautious analyses of this is vital. According to one of the strategies set out by Bowdin
et al. (2006) i.e., Local area strategy; the DLF IPL created a carnival atmosphere by celebrating
cultures of the South African community which in turn led to the enhancement of community
unity. According to the report by the Hindustan Times 32 schools have benefited from the HEAT
programme. For the learners who attended the DLF IPL matches, with the cooperation of the
producers of the television five learners were recognized at individual matches and their faces
were displayed on the monitors in the stadium. Each one of these received 15,000 rands as part
of their school fee.

Cricket South Africa (CSA) chief Gerald Majola stated that the IPL model could be used to make
this game a global sport event and this in turn would help other set-up’s take a great leap as
well. The benefits gained economically were considerable. During this period of economic crisis
the IPL has built a strong base for the South Africa’s tourist industry (Bowdin et al., 2006) and also
proved to set out to the world that it is capable of hosting the FIFA 2010. According to Allen et al.
(2002) other than the expenses of the event the people who came for the event put in their
money on tour, lodgings, and other services in South Africa and there was a increase in hotel
room bookings by 40,000 which otherwise is normally very low during winter season in South
Africa. The South Africa government is majorly focusing on tourism sector as an upcoming
industry that is competent of increasing the economic benefits and employment opportunities
(Bowdin et al., 2006). In addition to the tourism produced throughout this event, IPL has also
involved a lot of media reporting (Allen et al., 2002) and due to this the South African community
profile has gained importance (Getz, D., 2006). The IPL has not only boosted the confidence of
the youthful South African cricket players but has also provided with an opportunity to take part
in a sporting event that is recognized worldwide (The Business Standard, 2009). “It is still
sometimes argued by event ‘boosters’ that mega events generate benefit from the legacy of
infrastructure and venues, but this assertion can easily be wrong” (Getz, D., 2007), because the
basic purpose of IPL is very fruitful considering the fact that it brings the cricket stars worldwide
who are against each other on nationalized defences into single squad (The Business Standard,
2009). This event has created a long lasting bond between the two countries (India and South
Africa). Hosting the IPL in South Africa has not only made IPL a global brand, but has also
brought billions of income to the South African economy.

SWOT ANALYSIS OF DLF IPL

Based on the details in Indian Premier League (2009) the following have been identified to be the:

STRENGTHS OF IPL:

The Indian Premier League (IPL) follows the Twenty20 format of cricket. This is the shortest
version of the game, thereby finishing within two and half hours of game play. Unlike the One
day format, which takes a full day to complete, or the Test format spanning five days of play, the
Twenty20 is fast-paced and electrifying. Thus pulling in a large crowd to watch the game even on
weekdays. Also the IPL has employed people who can really market goods well. These highly
trained economists maximize the revenue with their very clean and methodological approaches.
This makes IPL an integrated sport. Further each team has players from different countries. This
causes a wide range of support of different communities to a single team, thus making cricket
globally accepted. The supremacy of the BCCI in the control of ICC has a lot of benefits to DLF
IPL. The financial backing from BCCI and also the power to manipulate the dates of international
cricket matches favours the IPL.

WEAKNESS OF IPL

The pace at which people lead their lives now, they hardly have time to lavishly spend on
watching a sport. Since IPL has satisfied this need of theirs, people are happier to watch the
twenty20 format. Lots of talk has been going on about the status of other formats of the game
and how to revive it. But the truth is, IPL has damaged the image of One day cricket and Test
cricket. Further, a lot of money is involved in the IPL. Failure of a team can hurt the management’s
financial position a lot. Teams also spend a lot on advertisement, cost of players, brand
promotion. Hence sponsorship is hard to find for their overpriced rates. A team doing well will
fare well. If not tough times lie ahead.

OPPORTUNITIES OF IPL

IPL has a budding fan following. Since it is striking and very attractive, a lot of potential sponsors
and advertisers are willing to invest a lot in this event. The IPL has eight leagues. Each being
responsible for itself in every sense. Every franchise has to market its team well and get a large
fan following behind their team. This in the long term will generate a lot of revenue for them.
There is a nice opening for teams to sell their brand name in forms of shirts, accessories and
other memorabilia. Another important and vital opportunity for IPL is to target the teenagers. The
older people will naturally have a stronger inclination to the traditional form of cricket. But the
youth today will like this thrilling and breathtaking format. Each franchise will continue to pay the
same fees till 2017-2018. Hence the teams need not worry about inflation, which has been a
drawback in India for the past few years.

THREATS OF IPL

If the top players in world cricket can’t be brought into IPL teams, it will lose its popularity.
Further, the domestic season in Australia runs concurrent with IPL. If the Australian players are
not allowed to choose IPL instead of their local teams, a lot of fan following will be lost.

Bibliography
http://www.icec-council.org/wp-content/uploads/2016/02/Sports-
Tourism-in-India.pdf
https://www.kreedon.com/sports-tourism-india/
https://economictimes.indiatimes.com/industry/services/travel/
sports-tourism-industry-in-india-sees-10-12-per-cent-growth-
experts/articleshow/64147347.cms
https://bjsm.bmj.com/content/44/Suppl_1/i80.2
https://bjsm.bmj.com/content/41/11/703.short?
int_source=trendmd&int_medium=trendmd&int_campaign=trend
md
https://www.thehindu.com/life-and-style/travel/here-we-go-ale-
ale-ale/article23243658.ece