Fast cars, galloping thoroughbreds and world-class athletes are contributing to a new wave of tourism in the Middle East . With countries in the region investing heavily in attracting international sporting events, the boost to the 'sporting tourism sector' has been phenomenal, acknowledges the InterContinental Hotels Group.
The world's most global hotel company has noted that with the emergence of popular sporting events being staged in the Middle East, it has witnessed steady growth primarily at its properties in the host countries, and also at hotels in neighboring cities.
"Across the Middle East, the entire portfolio of InterContinental Hotels Group properties are doing exceptionally strong levels of business but there is no denying that a strong correlation exists between a major sporting event being held and a spike in our occupancy rates," said Denis Johnson, Vice President, Sales and Marketing, InterContinental Hotels Group, Middle East and Africa.
Countries including Bahrain, Qatar and the UAE have invested in developing facilities and infrastructure to be honored with hosting world-class sporting events. This year, the influx of tourists will be significantly greater than in previous years thanks to the second Bahrain Grand Prix, to be held in Bahrain on April 1 - 3, and the running of the world's richest horse race, the Dubai World Cup, on March 26. It is anticipated that the tenth running of the world's richest race, the US$6,000,000 Dubai World Cup at Nad Al Sheba Racecourse will attract record-breaking crowds.
Further, the growth of sports tourism will continue to develop next year with the 15th Asian Games in Doha. Succeeding in gaining the majority vote, Doha is the first city in its region and only the second in West Asia since Iran in 1974 to hold this prestigious international event. While Qatar has established itself as a hub for a wide range of events, conferences and tournaments, nothing has yet compared to the enormity of the Asian Games, which will be held from December 1 - 15.
For the Doha Asian Games in 2006, more than 30 sports facilities will accommodate the athletes' requirements - 14 multipurpose stadiums are already scattered round Doha and are being refurbished to meet the demand. Since the first Asian Games took place in New Delhi in 1951 and welcomed 11 countries participating in just 6 sports, it has now grown 55 years later to an event expecting 45 countries who will participate in 40 competitive sports. As the second largest sports event in the world after the Olympic Games, the event will put Qatar on the international sports map.
Meanwhile, in Bahrain the development to be established as the <ι>'Home of MotorSport in the Middle East' has contributed significantly to the country being a number one hot spot for Formula One fans. As the fastest and sophisticated sport in the world, with machines racing at top speeds over 200mph, Formula One attracts every two weeks, from March till late October, an estimated 350 million viewers in 150 countries watch 22 cars racing at one of 17 circuits around the world. With a cumulative annual audience of more than five billion, Formula One is the most-watched sport on television. Only the Olympics and the Soccer World Cup attract more viewers, and they take place only once every four years.
"The development on the part of Bahrain to host this first class event has been a massive component in its economic reforms and is having outstanding effects on building up the country's tourism industry," said Johnson. "Staging the Grand Prix means that at least 50,000 spectators will flock to the race each year and this has and will have an amazing impact on our occupancy rates in the country."
Taking the lead from Dubai - who initiated the whole sports tourism trend with the launch of the Dubai World Cup in 1996 - the Middle East is now firmly established as a five-star luxury destination. "These sporting events attract more spectators on a regular basis, giving a boost to the region's tourism and hospitality industries. Also the region's stable infrastructure will be expanded as international visitor numbers rise. More hotels, restaurants, leisure facilities, roads and other supporting industries will be required to cater for the major sporting events - ensuring the increase in the Middle East's popularity as a premier holiday destination," explained Johnson.
With leisure surpassing business as the primary reason for visiting Dubai, the city was the first in the region to recognize the attraction of sports to harness growth in the tourism sector. The calendar of sporting events in Dubai now includes International Power Boat Racing, Pedigree Camel Races, the Dubai Air Show, Dubai Desert Golf Tournament, Dubai World Cup, Dubai Tennis Championships and International World Class Dubai Rugby Sevens.
Tourism is the fastest growing sector within Dubai's economy and with 11.6% of Dubai's GDP invested in tourism ($1.9 billion of economic activity), Dubai has made a huge commitment to this sector of the economy. The Government's vision is to increase the number of tourists from 2.8 million visiting Dubai in 2000 to 10 million per annum by 2010. Plans have already begun to build the hotel, leisure and recreational infrastructure needed to support this growth.
"The Middle East is a wonderful area for hosting sporting events with its predictable sunny weather and friendly environment. At InterContinental Hotels Group we have been closely following the development of countries hosting major events and in line with that we have been working on putting together the best possible packages to meet the needs of guests," said Johnson.
"One of the major boosts to business that we have seen is the flow-on effect that these major sporting events have on the region as a whole. For tourists who perhaps would not have looked at holidaying in the region before, do now thanks to the wonderful world-class events that are staged here. The added benefit is that when they get here, they are impressed with what they see and are keen to see more of this beautiful part of the world."
By: N. Peter Kramer
