How technology in sports elevate fan experience?, ET TravelWorld

In recent years, the integration of technology and sports has given rise to a dynamic phenomenon known as sports tourism. This burgeoning industry sees enthusiasts’ travelers crossing borders to witness and participate in a vibrant tapestry of sporting events. The UNWTO estimates that sports tourism generates around 10% of global tourism expenditure and expects this figure to surge by 17.5% between 2023-2030.

The impact of technology on sports tourism goes beyond the thrill of competition. It has revolutionised how we experience and engage in sporting events, shaping a global industry that connects individuals across borders and transcends geographical boundaries. This dynamic interplay is not merely changing the viewing experience, it is reshaping the very fabric of the sports tourism landscape.

Consider the colossal scale of mega events like the Olympics. These global spectacles, where athleticism collides with cultural exchange, draw millions of visitors, athletes, and crew members. The Tokyo 2020 Olympics, for instance, hosted over 11,000 athletes from 206 nations, attracting a staggering 3.5 billion television viewers worldwide. Such events create an intense demand for seamless travel experiences, prompting the need for cutting-edge travel technology. Coordinating the movement of these colossal crowds requires sophisticated solutions optimizing transportation, accommodation, and overall event management. Travel technology becomes a crucial ally during these mega-sporting events, ensuring efficiency, safety, and an enhanced experience for participants and spectators alike. Effective Hospitality to Fuel Tourism Engine
The hospitality industry plays a vital role in enhancing the sports tourism ecosystem, providing accommodation, catering, and other services to sports tourists. From increased occupancy and revenue to brand awareness and loyal customers, even sports tourism offers significant benefits to these hotels. During the ICC World Cup 2023, host cities hotels witnessed over 90% occupancy and up to 500% higher room rates.

Moreover, the upcoming IPL 2024 is poised to follow suit, with over 25,000 room nights expected to attract many visitors, media, and celebrities alike. Similarly, the upcoming ICC World T20 presents a significant opportunity for the hospitality industry as cricket enthusiasts from around the world will flock to host cities, generating a surge in demand for accommodation, dining, and entertainment. Hotels, restaurants, and local businesses stand to benefit immensely, experiencing increased footfall and revenue during the tournament.

However, catering to the diverse and dynamic needs of sports tourists presents both challenges and opportunities. Hotels must navigate surges in demand, manage inventory and distribution effectively, enhance guest satisfaction and loyalty, and optimize revenue. In such a case, Amadeus Hotel Business Intelligence Solutions comes into play, offering a 360-degree view of rate, occupancy, and distribution trends, empowering informed decision-making regarding operations, marketing strategies, and revenue management. Moreover, our other tools like Demand360, Revenue Strategy 360, and Market Intelligence further augment their capabilities to provide customizable dashboards, real-time data monitoring, and insights into guest preferences and behavior, enabling hotels to personalize offerings and elevate the guest experience.

Promoting Sustainable Practices for Greener Games
Tech also plays a pivotal role in fostering sustainability within sports tourism. From eco-friendly stadium designs utilizing renewable energy sources to digitized ticketing systems reducing paper waste offers promising solutions. The Paris 2024 Olympics aims to be the first carbon-neutral Games, employing renewable energy, low-carbon transport, and digital solutions to minimize emissions and waste. In India, the M. Chinnaswamy Stadium in Bengaluru, a prominent host for IPL and international cricket matches, boasts a rainwater harvesting system that collects and stores water for irrigation and sanitation purposes. Even the Indian cricket board has launched a green initiative encouraging solar power, waste management, and water conservation measures across all stadiums in India.

Tech-Driven Sporting to Lead the Future
The Indian sports tourism market is projected to grow at a CAGR of 17.1% from 2023 to 2030, reaching a staggering $52,967 million, reflecting the rising demand for innovative sports tourism products and services. Emerging technologies like AI, blockchain, and 5G are poised to further revolutionize the industry. AI-powered predictive analytics will personalize fan experiences, while blockchain will ensure secure ticketing systems. As India prepares to host major events like the 2026 Youth Olympics and the 2032 Summer Olympics, technology will play a key role in enhancing fan experiences, boosting athlete performance, and upgrading event infrastructure.

As India spearheads this revolution, it’s poised to become a global leader in sustainable and tech-driven sports tourism. Imagine AI-powered travel assistants suggesting immersive fan experiences tailored to your preferences, or secure blockchain-based ticketing systems eliminating fraud and streamlining entry.

This confluence of technology and sustainability promises a future where sports tourism is not just about witnessing athletic feats, but about fostering global connections, cultural exchange, and a shared passion for sport. It’s a future where fans feel immersed and engaged, athletes perform at their peak, and host cities thrive on the economic and social benefits of a thriving industry. By embracing technology and innovation, we can unlock the true potential of sports tourism, creating a connected, sustainable, and unforgettable experience for everyone involved.

The author is the SVP – Travel Distribution Engineering and Center Head, Amadeus Labs India.

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