Sports Tourism in Manchester - Report Example

Sport tourism in Manchester In the twenty first century, tourism appears to be the world’s largest industry. Tourism touches on all areas of the society including government, local population and academics in a given area. In a given tourism destination, tourism acts as beneficial by gathering all the expenditure from visitors and using it to create opportunities that lead to community development. In order for tourism to be sustainable, several principles have to be in play. The first principle is allowing a certain destination to offer quality to tourists through several sustainable ways. In order for tourism to prosper, planning has to be a key principle, which considers the economic, environmental and political impact by the tourism activities carried out. A tourism destination receives a given number of tourists according to the attractions available and how these attractions are sold in the market. In tourism, the market can receive alteration by word of mouth whereby the destination receives tourists according to its reputation. A country in Africa for example receives tourists all around the year, but when the tourists get robbed or kidnapped, the reputation changes therefore changing the market topography. Tourism is not the only commodity affected by reputation, but it is the worst hit by it. A city for example could have numerous attractions but if its reputation is not positive, then the destination does not attract a tourism market. The aim of this study is to find out how tourism can be sold via sports branding in the United Kingdom. A proposal on how to attract more tourists to various destinations, which the awareness will be made available via sports. In the United Kingdom, soccer is the most watched sport by billions of fans around the world. If an advertisement were to be made at a game, all people watching such would be made aware of several tourist destinations. The objectives of this study are; to increase tourist expenditures in the specific city under our study, to improve the reputation of the city under study and to increase awareness of tourist destinations in the city under study. In this case, the study is to be carried out for the city of Manchester. Manchester is an industrialized city acting as a hub for connection to other cities in the United Kingdom. It is geographically located on the northwestern side of England. It has several heritage bragging rights with the first true cut canal going through it and passenger trains from the first world industrial revolution. It attracts visitors from all around the world but it has not yet hit its full tourism potential, thus the aims of this study. Apart from tourism, Manchester derives its other capital from businesses where most are under cosmopolitan ownership visitors. The available tourist attraction in Manchester currently include the destination as a good shopping hub, the business environment also attracts its fair share of tourists, the MEN arena in this destination and finally Manchester United football club which is the main tourist attraction in the area. The latter classified under soccer due to availability of Manchester city football club with the derby attracting more fans than almost all the other games in England. In order to understand Manchester better, there has to be an understanding of the strengths and weaknesses of its tourism resources and what can be improved for a boost in sport tourism. The strengths of Manchester tourism market pull international and national visitors in the destination, and these are tackled in the paragraph above. The weaknesses however inhibit tourists from coming into Manchester. Football falls under both strength and weakness and it should be put into the right balance in order for the other attractions to attract visitors as well. Other weaknesses are external opportunities and trends, which the city has small control over such as recession. The city is well developed, but it lacks a stereotypical British theme that would attract more tourists who are interested in the culture of the city. In this study, however, sport tourism is the main concentration and it aims at providing solutions that increase sport tourism, which in turn raises the awareness of other tourist attractions within the city therefore changing the market reputation of this destination. In order to understand how sport influences tourism, the relationship between the two has to be under study. There has to be an understanding of the sporting activities in Manchester. Sports have a major importance in the city’s culture and in this city there is Sport City which is a dedicated sporting district in Manchester. It focuses on cycling, football and athletics to young and upcoming sportsmen. Manchester has two main teams in the English premier league, Manchester united and Manchester city. The fame of these two teams was under increment after the 2012 season when the two teams finished first and second with Manchester city winning the premier league title. Both of these teams have a highly localized fan base although the localization occurs in the larger cities around Manchester. Although Manchester united has a larger fan base nationally and internationally, the win of the trophy by Manchester city led to an increase in the fan base as well internationally. Manchester has held almost all football competitions including the world cup, UEFA champion’s finals and many FIFA related titles. Since the late 19th century, Manchester has attracted thousands of fans who come to watch such games with Manchester United having the largest club stadium in the country. In 2002, the commonwealth games were held in the city of Manchester. This city supports growth of athletics and they were held in the Manchester stadium. In the Manchester regional arena, the athletics Paralympics world cup has been held here since 2005. Manchester is home to one of the most popular runs in the united kingdom, the Manchester run, which is a ten kilometer run attracting many people to participate from all around the world since 2003. Manchester has a diverse culture in games as ascertained to this point. The city has a rugby club; although it is not the best in the country, but it still attracts its fair share of fans. Several teams participate both within the league and outside the league under the rugby union. In cricket, renovation plans for the Manchester grounds have been in underway since the early 2000s. The city has several cricket teams with pro players in the game. The city also has an excellent swimming pool that is applicable for use in Olympics constructed during the commonwealth games at the city centre. The city also has an indoor racing velodrome, which attracts many cycling fanatics to the city. The sporting diversity in this city is massive and it should be under further exploitation in order to increase the tourism market. Although Manchester already attracts a large number of tourists through sporting events, the city should focus on the poor reputation it has and try turning it around through sporting activities. The city is poorly reputed for being dirty. For such a big city, this causes some poor turnout in tourism motivation and the city governance should alter that. The annual Manchester run should for example be under utilization to clean the city centre with a theme such as ‘Run Dirt out of Manchester’. This would send a message to the world that the city is attempting to carry out a cleaning project. Such an initiative is helpful since it attracts more tourists to see the other attraction sites within the city while at the same time building a good reputation for the city. A sporting event in the city’s attraction sites is advisable to increase the awareness of the sites to prospecting tourists around the globe and increase the urge to visit by the domestic tourists. The city could liaise with the major teams to advertise the tourist attraction sites for giveaways and coupons. In addition to increasing the awareness of these destinations, the public will be under an obligation to participate in this competition therefore increasing public participation. Public participation portrays the tourism destination as unique and desirable to the external tourists willing to visit. The SWOT analysis below shows why Manchester as a city would benefit from sports tourism. SWOT analysis Strengths Manchester acts as connection hub to cities and towns around it. It is located in a good geographical position in northwestern England. The city has an international airport, which makes it accessible internationally. It has a rich industrial heritage than most cities in England (Bridgewater Canal Basin, Manchester to Liverpool railway terminus- the world’s first passenger station). The transport system is diverse (train station, metro-links, canal, airport, motorways and buses). Due to the large number of people living in the city there is cultural diversity (multicultural). It has a good number of bars and restaurants, which are good hangout joints in the city. It has good shopping centers (the Trafford shopping centre and Arndale shopping centre) Big football clubs that give large returns to the city (Manchester United and Manchester City) The city has a large number of hotels, self catering flats and hostels There are good schools and universities in the city There is good governance, therefore, secure entrepreneurial opportunities. Weaknesses The city has no overnight motels (bed and breakfast). Expensive hostels due to limited availability (only three hostels). The main reason the city is famous is due to football therefore creating a limiting view of the city. Apart from the airport, other means of access to the city are poor. There is weak promotion of the English culture therefore creating a poor view of the culture in the city. The Manchester culture is weakly portrayed therefore losing it within the English culture. Dominance of English language hence limited room for other culture (multilingual). The city’s state of cleanliness is poor which is disappointing for such a big city. Opportunities (PESTEL) The city is within the United Kingdom and it trades using the pound – economic, attracts investors due to cheaper spending opportunities. Olympics, and Paralympics world cup – socio-cultural, economic, attracts visitors and investors to visit the city for pleasure and business. Provides a diverse market in one place therefore investors tend to enjoy it. Due to the city’s central location, it provides easy access to city’s around for investment e.g. (Liverpool). European culture is strong and has an attraction to it – socio-cultural The language spoken gives opportunity to everyone (English is a worldwide used language) Threats Harsh weather conditions makes it uncomfortable sometimes to stay in the city – environmental The cities around Manchester are also well developed and are very stiff competition for Manchester – political, economic, socio-cultural Restricted opening hours on Sunday –legal New sport landmarks for Olympic Games in London make Manchester less unique therefore a possibility of never holding Olympics again. Terrorism is a constant threat to all United Kingdom cities especially the developed ones and Manchester falls in this category – socio-cultural Tax issues affect all major cities in the world including Manchester – economic Recession is an external factor but it still affects investment in the city – economic Cuts in public Funding have caused lesser domestic tourism within the city – economic, legal, political In conclusion, Manchester makes a profit of about five hundred million dollars from Manchester city and Manchester united football clubs. This includes expenditure in hotels, food, accommodation, leisure and tax returns. In addition to this, the clubs have attracted numerous investors into the city. Manchester City F.C was recently bought by Abu Dhabi who invested in the club and turned the outcome around. The Etihad stadium built under this period is also prestigious and the returns are numerous in form of tickets sold and selling the brand for the Abu Dhabi. These returns from sporting could be under increase if the other sports are also inclusive in the city’s activities. Sport tourism has many benefits since it helps in marketing any other form of tourism. References A Tourism Strategy for Grater Manchester 2008-2013. Available at: Read More