Tourism and sports, a winner equation

CEBU, Philippines -  It is said that tourism is one of the most resilient industries, that is why the country is trying to boost the sector as a way of overcoming the financial crisis that's flooding the world.

However, in order to attract more visitors, we must, in the first place, give them a reason to come here, to visit us.

This is what the Department of Tourism, together with PAGCOR and SKÅL Philippines, under the guidance of Selrahco president, Charles Lim, would want to achieve, or at least try to initiate with the coming Sports Tourism Forum.

The conference is not the first of its kind. Back in 2005 pocket conferences were held in the host cities during the Southeast Asian Games, including Cebu. Then, every year after that, various fora were held in different venues including Davao City, Puerto Princesa and Laoag.

Sports tourism is a form of niche tourism that focuses on participants and spectators of a particular sport or a sporting event for its revenue.

Perhaps the most famous form of sports tourism is the Olympics, which attracts millions of visitors, not to mention the revenue that will be generated through advertising.

Smaller events are beginning to crop up, but for it to be successful, unified and community action is needed.

In a small media gathering at the Gustavian in Banilad, Cebu City, Charles Lim said that Cebu has the potential of becoming the country's "ultimate sports city," given the many sports organizations in the city that is "doing very well in tournaments outside Cebu."

Lim cited instances wherein Cebu hosted several national and international sporting events like some of the events during the 2005 Southeast Asian Games, including dance sport, pencak silat, karatedo, judo, sepak takraw and cycling.

The conference, which is a first in Cebu, will feature topics such as staging, planning and management of sports tourism events; sports tourism products; sports as a destination product; collaboration of government agencies for sports and tourism; the value of corporate sponsorships in sports tourism events; and maximizing media impact on sports tourism.

Invited speakers include experts from government agencies, private corporations (including marketing companies), and media.

The one-day conference will be on February 17 at the Teatro Casino, Waterfront Cebu City Hotel and Casino, and is expected to attract representatives from national sports association, hotels and resorts, event directors and organizers, local and international tour operators, local governement units, and other players of both the tourism industry and sports groups and enthusiasts.