Three months after the end of the Winter World Masters Games, researchers from the Institute of Sports Science at Innsbruck University have presented the results of a study carried out on the effect of the WWMG 2020 on the local economy in Tyrol. As well as providing a boost of almost €7 million to regional businesses, the Games also proved highly popular with participants. These positive results mean that Masters Games are without a doubt a sporting format with a bright future.
During and after the Winter World Masters Games, researchers from Innsbruck University collected data on the effect to the local economy generated by the thousands of people from around the world who came to Tyrol in January 2020.
• €6.8 million boost to the local economy in Tyrol
• For every €1 of public money invested, €3.8 were spent in the local economy
• 25,600 additional overnight stays by 3,661 participants
The study also looked at the reasons why people decided to come to Tyrol for the WWMG and how happy they were with the organisation of the event. The results give interesting insights which can be of significant use to other organisers when planning future events.
• 87% of participants said the WWMG had a positive atmosphere
• 80% of participants would like to come back and visit Tyrol again
• 70% of participants hope for further masters events in Innsbruck/ Tyrol
Finally, the study also underlined Tyrol’s excellent reputation when it comes to organising major events such as the WWMG 2020. Positive elements highlighted by the participants ranged from the excellent winter sports infrastructure to the warm welcome, high standard of service and efficient public transport.
Georg Spazier – CEO, innsbruck-tirols sports GmbH:
“We have carried out studies on all the major events we have organised over the last ten years in order to determine their effect on the local economy. The results of these studies have been interesting and have given us important information to further develop and improve our events. Based on the ratio of public money to revenue generated, the WWMG were one of the best so far. This, combined with demographic developments in the region and the high praise we received from both athletes and officials, gives us good reason to think about organising further masters events in future. Considering everything that has happened in the last few weeks and months, we are happy and grateful that everything went so smoothly at this event bringing together people from around the world. We will draw on the fantastic atmosphere at the WWMG as a source of strength and inspiration in these difficult times as we continue to work hard and look forward to our next major event, the final stop of the Crankworx World Tour taking place this autumn in Innsbruck.”
Dr Martin Schnitzer – Innsbruck University:
“Compared with other similar events, the athletes taking part in the WWMG 2020 and their companions spent a large amount of money per person and stayed in Tyrol for longer than usual. That makes the WWMG 2020 a really positive example. Moreover, the fact that many of those asked said they were happy with the Games and would like to come back to Tyrol also indicates that people taking part in Masters Games are an important target group for the tourism industry. Relatively little public money was needed to carry out the WWMG 2020, so these kinds of events definitely have big future potential in Tyrol.”
Jens Holm – CEO, International Masters Games Association:
“Innsbruck and Tyrol was chosen for what they could offer the athletes in terms of tourism opportunities and sports delivery. I am therefore delighted that they exceeded all our expectations and set a new benchmark for future host cities.”
Article first appears on Inside The Games on 04/19/20
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