The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

September 30, 2024

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

 The forum, organized by Johan Cruyff Institute in collaboration with IRONMAN Spain, took place on Thursday, October 3, at Espai Municipal Can Saleta in Calella, Barcelona. Experts and industry professionals gathered to discuss how sports can become a crucial driver to boost tourism destinations

Following the success of the previous forum held in Mallorca, Johan Cruyff Institute and IRONMAN Spain will once again address the influence of the sports industry on tourism. Under the theme “The Legacy of Sporting Events in Catalonia,” this forum served as a platform for sharing knowledge, experiences, and trends. Participants included experts from various sectors, including sports event organizers, tourism companies, sports brands, and local authorities, all focusing on the lasting impact of sports tourism in Catalonia.

The forum’s objective was to highlight the multiple intersections between the tourism and sports industries, examining this relationship from various perspectives: marketing strategies, economic impact, sustainable practices and collaborations with sports institutions. “This forum represents a great opportunity to explore how sporting events can drive tourism development, raising the profile of the destination brand and catalyzing substantial economic and social benefits,” said Román Pascual, Sales Manager of Johan Cruyff Institute.

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism.

Calella, the city that hosted the Forum, will celebrate in 2024 the tenth edition of IRONMAN.

The event was co-organized by IRONMAN Spain, one of the most recognized racing companies worldwide, with over 300 annual events and more than 60 offices around the globe. It included the participation of Agustí Pérez, the company’s General Manager for Southern Europe, overseeing Spain, Portugal, and Italy. The forum will be held at the Espai Municipal Can Saleta, home to the Calella Sport City Lab, an initiative by the city council aimed at promoting sports-related solutions.

Agustí Pérez highlighted the importance of the photo to create a partnership between the sports and tourism industries: “The impact that this type of competition has goes far beyond the purely sporting; it attracts visitors from all over the world, promotes the local economy and strengthens the international projection of the region”

“For us, it is a source of pride to be part of an event that not only highlights the athletes’ effort and dedication but also showcases the beauty and cultural richness of our landscapes, creating a unique synergy between sport and tourism.”

With discussion panels organized around strategic themes, the event will feature leading national and international professionals from the industry.

Panel 1: Boosting Destinations through Sport

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

Marten Schrimer, Managing Director of Iberia Sports

With 10 years of experience, Iberia Sports is a leading tour operator specializing in the organization of training camps and sports tours to Spain and Portugal.

Hector Caballero, Head of Customer Success at Athlos Travel

ATHLOS is a digital platform dedicated to the sports travel sector, aiming to provide the best booking and management experience through technology.

Agnès Güell, Technical Secretary of the Sports Tourism Marketing Club of the Costa Brava – Girona Tourist Board

This panel focused on the question: How can sports drive tourism? The participants analyzed how sports tourism can serve as a catalyst for local tourism development. “Every well-planned, well-executed, and well-communicated sporting event is a powerful tool for positioning specific destinations. Each event carries brand values, targets specific audiences, and impacts specific markets,” said Agnès Güell.

Héctor Caballero cited Andalusia and Valencia as examples of cities investing in sporting events: “Investing in these events brings quality tourism,” he said. Meanwhile, Marten Schrimer emphasized the need for infrastructure: “Infrastructure is essential. If athletes do not find suitable facilities, they will not come to that destination.”

Panel 2: How to Prepare a Destination to Host a Sporting Event

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

Agustí Pérez, Senior Regional Director South EMEA of IRONMAN Spain

With a global portfolio of endurance sports that includes over 230 events and one million participants annually, IRONMAN is one of the most recognized sports brands worldwide.

Albert Viñas, Founder and CEO of Mare Nostrum Cup

With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.

Carlota Artigas, Marketing Manager of America’s Cup Sailing Barcelona

The America’s Cup is the most prestigious sailing competition and the third-largest sporting event in terms of economic impact for the host country, following the Olympic Games and the FIFA World Cup.

The panelists discussed strategies for organizing events that maximize fan participation and highlight the essence of a destination. “The three key factors for a successful sporting event are: promoting the tourist destination, organizing volunteers and staff, and involving local businesses,” explained Agustí Pérez.

Albert Viñas stressed the importance of enhancing the experience beyond the sport itself: “We want the Mare Nostrum tournament to be a comprehensive experience, with awards ceremonies and activities before and after the matches.” Carlota Artigas, drawing from her experience with the America’s Cup, highlighted the significance of volunteer involvement: “We have 2,300 volunteers working, one of the largest programs in the competition’s history. Eighty percent are locals, showcasing the involvement of civil society in making the event a success.”

Panel 3: Activating and Measuring Sponsorship at a Sporting Event

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

Sergi Pérez, Marketing Sponsoring at DAMM

With a history dating back to 1876, DAMM is a leading company in the beverage industry. It currently manages more than 25 beer brands and has a presence in over 133 countries.

Manu Campás, Founding Partner of Auria Projects

With more than a decade of experience, Mare Nostrum is a leading sports services company specializing in the promotion and management of soccer tournaments.

The discussion centered on sponsorship, a strategic alliance connecting brands with audiences through the power and emotion of sport. “Activation must align with the brand’s values and vision. It must also evoke emotion and tell a story. Clients should feel that the activation is passionate, not just a marketing effort,” said Manu Campás.

Sergi Pérez highlighted the role of technology in enhancing marketing strategies: “Big data is here to stay. When it comes to measuring and optimizing sponsorship resources, gathering audience data is crucial for planning and executing effective strategies.”

Panel 4: The Legacy of Sporting Events in Catalonia

The legacy of sporting events in Catalonia: a forum for debate on their influence on tourism

Manel Vicente, Sports Councillor of Calella City Council.

Roger Puigvi, Founder and Director of Hillwine Bridge

Hillwine Bridge’s mission is to establish alliances between the different agents through the search for common spaces that help to increase their added value.

This panel explored the legacy left by sporting events in Catalonia, including their cultural, social, and economic impacts. “Sporting events, when aligned with public administration and promoting sports values, leave a lasting impact. The Barcelona Olympic Games are a prime example,” noted Manel Vicente.

He also highlighted Calella’s role as a sports tourism hub: “In Calella, we’ve always recognized the potential of sporting events to put us on the map and add value. Over the past ten years of hosting IRONMAN, we’ve welcomed visitors from over 200 countries.”

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