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Features
Monday, 24 January, 2011, 14 : 00 PM [IST]

Sports Tourism: A rapidly evolving niche in India
A holiday with friends or family to witness a mega sporting event is no longer an alien concept for Indian travellers. The number of travellers keen on a ring side seat to cheer for the ‘men in blue’ at the upcoming
ICC Cricket World Cup 2011 in India, Sri Lanka and Bangladesh or their favourite team during T20 tournament or driver in a formula one race is rapidly growing. And these sporting enthusiasts 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, 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) Twenty20, 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 One.
While 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 10­20 per cent in the coming years.

Sports Tourism and its offerings
Be it the Grand Prix, Wimbledon matches or PGA Championships, Sports Tourism has diversified from its conventional form restricted to viewing the sport live, to be clubbed with MICE or leisure trips. Hence, delegates from corporate world are often witnessed weaving their conventions and business sessions with various sporting events. The present scenario has further evolved itself to include families accompanying delegates and fans to the sporting event. They consider the event as an incentive to visit and explore the destination wherein they indulge in shopping and other leisure activities.
Several Indian tour operators are also being approached by their international counterparts in order to promote Sports Tourism in their countries. In August 2009, Beyond Boundaries, an Indian Sports consultancy service organised one­of­its­kind three­day cricket match that was played on the snow­capped
Bernese Alps of Jungfraujoch, Switzerland. Various international veteran cricketers came together to swing the bat once again. The company also arranged sufficient value­added programmes for the sponsors, participants and their spouses, making the event a blend of leisure and MICE.
Switzerland, like most other nations, faced a dip in inbound tourism post the global economic slowdown. Hence Switzerland Tourism was keen to explore new means to promote the destination in the Indian market. Jaideep Sinh Parmar, Founder, Beyond Boundaries who has been a cricket player in the past, has constantly been making efforts to take the sport to new destinations. According to him, organizing the match at Bernese Alps of Jungfraujoch was an innovative way to promote the game, as well as the destination at one shot. South Africa is the best example of a destination having benefitted from mega sporting events. The Cricket World Cup generated great interest in India about the destination and the word of mouth publicity from those who visited the country for the World Cup aided by packages by the travel trade resulted in tourist traffic to South Africa. The subsequent Indian Premier League (IPL) T20 tournament escalated the traffic and catapulted South Africa among the popular destinations in Indian market.

Commonwealth Games 2010— a boom to Indian tourism
With innumerable infrastructure disasters and last minute hiccups, the Commonwealth Games 2010 in New Delhi turned out to be a politically tumultuous event. Many major travel agencies and tour companies in the country also decided to play it safe and backed out from promoting the Games.
However, the Games played a vital role in creating a major chunk of long over due infrastructure in the capital and also showcasing ‘Incredible India’ to the world. The opening ceremony was a spectacular melange of our diversity and culture. The Games went off without a hitch and gave great exposure to the country. As per information from the
Immigration authorities at Delhi’s Indira Gandhi International Airport Foreign Tourist Arrivals (FTAs) from October
1­14, 2010 (Commonwealth Games period) stood at 75,606.
Also, according to industry feedback, FTAs to India in October 2010, saw an upsurge by 9.2 per cent (about 4.87 lakh tourists), as compared to the same period last year. During a recent tourism expo, RH Khwaja, Secretary, Ministry of Tourism, Government of India, said, “The tourism industry in India is set to grow at a higher pace. Our endeavour remains to upgrade the infrastructure and other facilities to a world class level. We’re expecting a growth of up to ten per cent per annum in the forthcoming year.”

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Cricket World Cup Mania
While the 2010 Commonwealth Games fever has barely left India, the country is all set to co­host another important sporting event of relatively greater popularity: the ICC Cricket World Cup (CWC) 2011, to be held from February 17 to
April 2, 2011. As the cricket mania gathers momentum in the country with a massive cricket craze, most travel agents and tour operators in India seem to be making the best of the opportunity by designing packages around the tournament to change the outlook of Sports Tourism, which is still a niche trend in the country.
The response has so far been good that most travel and tour operators foresee shortage of tickets due to increasing demands from fans. Mayank Khandwala, President, Cutting Edge Events Pvt Ltd said, “We recently introduced our packages surrounding the tournament in December last year through a soft launch and the formal launch was done on
January 5, 2011. We have already received registrations and enquiries primarily from high­end corporates and Free
Individual Travellers (FITs).”
The company has also planned to conduct some promotional activities in January 2011 to attract more travellers.
“Presently, we have received enquires mainly from the European Union, South Africa, Kenya and Australia,” informed
Khandwala. There have also been an increasing number of registrations from the South East Asian regions, according to
Sushil Wadhwa, Chairman & Managing Director, Platinum Incentives & Events (P) Ltd.
An increasing number of requests to block dates during the CWC have come from groups of NRIs and families as well. Tour operators are forming larger groups to make bulk reservations so as to sell packages at economic rates. As it is obvious, the result is that demands are higher for Indian matches.
Elaborating more on the packages, Iqbal Mulla, Chairman and Managing Director, Treasure Tours & Travels Pvt Ltd informed that this is a good juncture for a destination showcase, as the matches are spread across various parts of the country. “Some of the travellers, especially from middle and high­end segments, are taking the tournament as an incentive to explore the country. As the country’s infrastructure is developing drastically, it’s definitely a good time to plan a destination showcase,” added Mulla.
However, most of them feel lack of cooperation from the government in promoting the tournament.
Expressing his views over the issue, Mulla said, “The India Tourism Office should take the lead and conduct road shows and other promotional activities in countries abroad for CWC.” Amongst other challenges, some tour operators are facing a delay in visa processing. “But I think once the crowd increases and more enquiries and registrations flow in, the visa processing will be relatively smoother,” added Mulla.

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.

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, Co­Founder­Director, 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.”

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 value­added 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.

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With booming interest among Indian sports enthusiasts to explore their interests in different sport fields, and various NTOs across the world encouraging tie­ups 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. [CLOSE]

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