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Reports, presentations, articles and guides related to IAEH key areas of interest. Search by subject clicking on the categories box above.

Category: Attracting visiting tourists

2020 IAEH AGM – UNWTO’s presentation

Members Only

Restarting tourism: the post pandemic future of tourism and major events.

Presentation delivered by Mr. Michel Julian – Senior Officer, Tourism Market Intelligence and Competitiveness, UN World Tourism Organisation (UNWTO), exclusive for IAEH members at the 2020 IAEH Annual General Meeting.

Due to COVID-19 restrictions, the 2020 IAEH AGM was held online through Zoom on 8th July 2020.



UNWTO World Tourism Barometer May 2020 Special: focus on the Impact of COVID-19

Summary of the World Tourism Organisation’s assessment of the impact of COVID-19 on international tourism for the period between January and March 2020.

The UNWTO is a United Nations specialised agency responsible for the promotion of responsible, sustainable and universally accessible tourism.


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2020 IAEH Members’ Survey Full Results

Members Only

The IAEH consults its members every year to understand their experiences and expectations, key areas of interest and to make sure the activities proposed remain relevant. Thisyear, with the uncertainty of COVID-19 and its impact on events globally, the need to ensure the IAEH provides the right content, in the right format, is more important than ever.

This year, 24 out of 41 members, participated and shared their thoughts on the IAEH resources, activities and administration. The survey also included a section with questions related to the COVID-19 crisis.

This document lists the full results of the 2020 Members’ Survey.

2019-2020 IAEH Annual Report

Members Only

This report summarises the IAEH activities between April 2019 and April 2020 and includes information on current membership, current administration, and plans for 2020-2021. It also informs members on IAEH’s finance as well as budget for the year ahead.

Glasgow 2018 European Championships Evaluation Report

The European Championships is a new multi-sport event that was co-hosted by Glasgow and Berlin in 2018. The inaugural event incorporated the existing European Championships for athletics and combined with aquatics, cycling, gymnastics, rowing, triathlon and golf.

This study, commissioned by Glasgow City Council, is a Post event evaluation report including sporting and cultural legacy, economic impacts, social and community benefits and more.

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Gold Coast 2018 Commonwealth Games – Visitor Study

Evaluation report prepared by Culture Counts on behalf of the Queensland’s government’s office of the Commonwealth Games.

This report contains the findings of an extensive program of primary research, including 13,780 online and intercept survey responses collected from public attendees and volunteers. The methodology for evaluating the experience and expenditure of Commonwealth Games visitors involved four key components:

  1. Evaluation planning
  2. Survey development
  3. Evaluation coordination
  4. Visitor behaviour and expenditure analysis

An estimated total of 591,332 visitors attended or participated in GC2018 across nine visitor categories. Of these, 64% were locals or day-trippers, 28% were domestic overnight visitors, and 8% were overseas visitors. A total of $300 million in direct expenditure and ticket sales is estimated to have been contributed to the Queensland economy by all visitor, attendee and participant groups associated with GC2018.

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Creating Queen Elizabeth Olympic Park

Members Only

Presentation delivered by Peter Tudor, Director of Visitor Services, Park Operations & Venues, Queen Elizabeth Olympic Park, at the IAEH meeting and Knowledge Sharing session in December 2018 in London.

The slides show the continued transformation of a 200 hectares area in east London triggered by the building of the Queen Elizabeth Olympic Park. The park is part of the legacy of the London 2012 Olympic Games and is the “new heart of east London”.

The organisation of a first-class sporting event

This article by the Johan Cruyff Institute analyses the keys that have made the US Tennis Open the event with the biggest audience attendance in the world and how is the organisation of a first-class sporting event. Fundamental aspects such as brand image, sponsorship, volunteers and merchandising are covered.

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2016 Eurovision Song Contest

The Eurovision Song Contest is hosted annually by the previous year’s winning country. Hosts have one year to prepare and deliver a large scale event that attracts media attention from several hundred million of people.

Stockholm, Sweden, hosted the event in 2016 and this report summarises the city’s experience. The report was commissioned by the City of Stockholm and produced by Sweco who carried out the surveys of the visitors, the accredited press, and accredited fans and bloggers. Sweco looked at how locals perceived the event both before and after the contest. Meltwater analysed media mentions.

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The eSports Effect

This report is a compilation of the findings from an Eventbrite survey completed by more than 1500 attendees of live eSports tournaments and competitions from 2013-2014. There are interesting observations on trends and commercial opportunities and also insights into the profile of eSport event gamers. The results reveal that the eSports industry is growing fast and that fans are more and more interested in attending eSports events.

The demand for these events is greater than ever. Just as fans of traditional sports would not miss the big game, and music fans anticipate their favourite artist’s next tour, eSports fans go to live events to take part in a singular experience where they can see the best of the best in action. This passion and sense of exclusivity can translate into real revenue for developers, sponsors, convention directors and host cities.

The report suggests that gamers want more events, more often and in more places. It also concludes that live eSports event participants love to attend as many gaming events as possible and are willing to travel far and wide to attend those events. Cities can benefit from hosting eSports events in many ways, including attracting visiting tourists and engaging with young people.

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Edinburgh Festivals 2015 Impact Study

Edinburgh is internationally renowned for the annual Festival programme which it hosts. Starting with the Edinburgh International Festival in 1947, it has developed a year-round programme of Festivals which is crucial to the cultural, economic and social life of the city and its region, and of Scotland itself.

This study published in July 2016 was developed by BOP Consulting commissioned by Festivals Edinburgh and assessed the impact of the 12 Festivals. It takes a holistic approach that considers social, cultural and economic effects. The research results showed that the Festivals do not just provide great cultural experiences, but also help to increase access to culture and build wider participation and discovery among audiences.

The core festival outcomes presented and detailed in the study are:

– Cultural Impact

– Social Impact and Wellbeing

– Place-making and Identity

The sections about Wellbeing and Place-making are especially interesting as they show a not so obvious perspective of the impacts of hosting this kind of major event.

The economic impact is considered a wider festival outcome and presented in a separated report section from the core outcomes.

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Glasgow 2014 – XX Commonwealth Games Report

From winning the bid to the official results, this report shows a holistic view of Glasgow’s experience as the XX Commonwealth Games host city.

IAEH highlights differential points that made of the 2014 Commonwealth Games an outstanding event.

  • Sport Programme: Incorporated more Women’s and Para-sport events than ever before.
  • Ticketing: First Commonwealth Games to offer half-price children’s concessions. 5,000 tickets were set aside for disadvantaged children from across Scotland.
  • Human rights: Glasgow 2014 published its own approach to human rights – the first sporting mega-event organisation to do so anywhere in the world.
  • Sustainability: The first Commonwealth Games to achieve ISO 20121 status.
  • Planning: The Games was delivered on time and within its £575.6 million budget.

The full report comprising details of the Games delivery and including marketing strategy, operational planning, commercial partnerships and more is available to download here.

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Legacy of the London 2012 Olympic & Paralympic Games

The UK Government and Mayor of London’s official report on the impacts of the London 2012 Olympic and Paralympic Games, published on the 4th anniversary of the Games.

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An example of a strategy and vision for major events from EventScotland’s role in developing Scotland’s Events Industry from 2015 to 2025.


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An economic impact assessment and media exposure evaluation using a quantitative method to estimate the economic benefits and media exposure that the 2014 Prudential RideLondon festival of cycling brought to London and the surrounding areas.


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