The 2014 Sochi Winter Olympic Games failed to deliver in terms of tourism interest to Russia, reveals the World Travel Market 2014 Industry Report, released today (Monday 3 November).
The Sochi Games, held in February 2014, cost £30bn – making them the most expensive to date. Yet the event was overshadowed by security fears, criticism of Russia’s new anti-gay laws and reports of a wave of homophobic attacks. The international outcry was so intense that the International Olympic Committee (IOC) has now introduced a specific anti-discrimination clause to its host city contract for prospective bidders for the 2022 Winter Olympics and beyond.
The publicity also had a negative effect on Russia’s tourism opportunities, according to the World Travel Market 2014 Industry Report. Just 37% of senior industry executives interviewed for the report said they expected an increase in bookings to the region on the back of the Sochi Games, with only 11% saying they would commit ‘a lot more’ extra capacity.
The figures are disappointing, when compared to the 69% of senior industry executives who said they expected an increase in bookings for Rio de Janeiro/Brazil following the 2014 FIFA World Cup and 64% expecting to see an increase in bookings to Glasgow on the back of a successful Commonwealth Games, widely credited with showcasing the host city and Scotland as a whole in a hugely positive light.
Russia does, however, have another chance to showcase itself in a more positive way when it hosts the FIFA World Cup in four years’ time. Two thirds of top industry executives (65%) think tourists will travel to the country when it holds the World Cup in 2018.
World Travel Market, Senior Director, Simon Press said: “At an estimated £30bn, the Sochi Games were the most expensive Winter Olympics to date. Yet no amount of money could combat the negative publicity surrounding the Games and the Sochi experience clearly shows how closely linked sport, politics and tourism can be. “Major sporting events provide an incredible opportunity for a host city or country to showcase itself in a positive light to a global audience. In the case of the Sochi Winter Olympics, bad publicity and controversy created a lasting impression for all the wrong reasons. “It remains to be seen whether Russia can move on and present a much more positive image when it holds the FIFA World Cup in four years’ time.” –
See more at: http://www.wtmlondon.com/press/Post-Sochi-Winter-Olympics-leaves-Russian-tourism-out-in-the-cold#sthash.xG4AD8JS.dpuf
