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G E N E R AT I N G V I s I T o R s P E N D I N G

Mega-Sporting Events
2011
Page 2
M E G A - s P o R T I N G E V E N T s | G E N E R AT I N G V I s I T o R s P E N D I N G

Introduction
There are few events that can unite the world. Mega-sporting events like the Olympic Games
and the FIFA World Cup™ are two examples of this unique phenomenon. When such events
showcase a location, that location benefits with added infrastructure, more jobs, new public
awareness and a sense of pride and nationality that beams around the globe.

Visa, is a proud sponsor of both the FIFA World Cup™ and the Olympic Games. We are
committed to enhancing the fan’s experience for these events by developing cardholder programs
that touch the very core of their passion for the sport both globally and locally. Visa’s FIFA
sponsorship kicked off with the 2010 FIFA World Cup South Africa™ and includes the rights to
the 2011 FIFA Women’s World Cup Germany™, the 2013 FIFA Confederation’s Cup Brazil™ and
the 2014 FIFA World Cup Brazil™.

Since 1986, Visa has been a proud Worldwide Sponsor of the Olympic Games and will be the
exclusive payment services sponsor and the only card accepted at match venues through 2020,
including the London 2012 Olympic Games, the Sochi 2014 Olympic Winter Games in Russia, the
Rio de Janeiro 2016 Olympic Games in Brazil, the Pyeongchang 2018 Winter Olympic Games in
South Korea and the 2020 Olympic Games.

As with any event, mega-sporting events are subject to the times they are held in. Since 2007,
the world has watched, almost helplessly, as the global economy experienced a recession from
which most countries are just beginning to emerge. During that time there have been three mega-
sporting events that the world and host countries have looked to for inspiration: The 2010 FIFA
World Cup South Africa™; the Vancouver 2010 Olympic Winter Games and the Beijing 2008
Olympic and Games. These three events, as this report will show, have proven to be catalysts
of economic recovery for the host country and nations surrounding it in terms of international
tourism spending.

Given the significant impact of these events, we have engaged with the events sector and latterly,
the United Nations World Tourism Organization (UNWTO), to better understand the impacts of
mega-sporting events, such as the Olympic Games and the FIFA World Cup™.

In this context, international payment cards – credit, debit and prepaid – play an important role
in facilitating tourism. They ease the difficulties travelers face when making purchases in other
countries and as a consequence, international payment card networks are now of substantial size
and still growing. Visa’s network includes 1.8 billion Visa cards, millions of merchant outlets and
1.7 million ATMs in more than 200 countries and territories worldwide.1                                                       2




This report looks to use electronic data generated from these transactions as an effective way
to assess visitor spending patterns and impacts. It is clear that this can provide a rich source of
material that can help destinations in their own planning, bidding and hosting activities.

What is particularly encouraging is the strong indication that in the mega-sporting event’s
analyzed for this report, tourism-related spending increased substantially during the events and
far beyond any increases that can be attributed to economic recovery only.


1 Data as of June 30, 2010. As reported by client financial institutions and therefore may be subject to change; includes ATMs in the Visa Europe territory.
                                                                                                                                                               Page 1
Page 2
Overview

   Countries bid for mega-sporting events for a variety of reasons, including
   nation building, branding, infrastructure development, and economic returns,
   among others. A major challenge is how to measure the short and long-term
   impacts of these events in a way that is helpful to countries that have hosted
   them as well as those seeking to bid for future events. This report focuses
   on measurement of visitor spending around such events, which is of great
   interest to government agencies, sponsors and event organizers.

   Traditionally, visitor mega-sporting event-related expenditures are estimated
   based on survey sampling – a widely used approach but one that suffers from
   difficulties of representative data collection, currency uncertainty, memory or
   estimation challenges and high administrative costs. This report, in contrast,
   uses aggregated data from Visa’s payment cards, called VisaVue Travel
   Data, to indicate expenditure patterns from three mega-sporting events held
   between 2008 and 2010:

     •	 The	2010	FIFA	World	Cup	South	Africa™
     •	 The	Vancouver	2010	Olympic	Winter	Games
     •	 The	Beijing	2008	Olympic	Games

   This approach provides real time information on the expenditure made in
   each particular destination by different nationalities, on what days and on
   what products/services. Expenditure data for the equivalent days in during
   the previous year was used to highlight the increase in expenditure during
   these events. In addition, for the FIFA World Cup™ and the Olympic Games,
   comparisons were made with adjacent periods around the event to better
   isolate changes in the general operating environment.




                                                                                     Page 3
Summary
   International payment cards are powerful indicators of international
   tourism expenditure generally and mega-sporting events specifically.
   Comparisons with equivalent periods in the previous year indicate
   renewed growth in tourism expenditure overall. For each of the three
   events analyzed, there was healthy growth in Visa payment card
   expenditure during the event compared to the year prior:


                                                     2 0 1 0 F I FA w o R l D c u P ™

                                                     82%
                                                                       While the FIFA World Cup™ played
                                                                       a significant role in the growth
                                                                       experienced in June and July, visitor
                                                     GRowTh            arrivals were amplified all year round.
                                                                       Spending levels by international Visa
                                                                       cardholders traveling to South Africa
                                                                       in December ($220M) and January
                                                                       ($220M) even rivaled the June and
                                                                       July FIFA World Cup™ months.


                                                     VA N c o u V E R 2 0 1 0 o ly M P I c w I N T E R G A M E s

                                                     93%
                                                                       Prior to February 2010, Canada
                                                                       had experienced one of its slowest
                                                                       years in recent history in terms of
                                                     GRowTh            international visitors. The Vancouver
                                                                       2010 Olympic Winter Games proved
                                                                       to be a boosting catalyst.


                                                     b E I j I N G 2 0 0 8 o ly M P I c G A M E s

                                                     15%
                                                                       Continuing the momentum,
                                                                       China experienced a 15 percent
                                                                       increase in tourism spend from
                                                     GRowTh            international Visa cardholders.




Page 4
Comparisons with equivalent periods in
the previous year indicate renewed growth
in tourism expenditure overall.




                                            Page 5
2010 FIFA World Cup South Africa™




                                                                         9 Cities
                                                                         10 Stadiums
                                                                         64 Matches


    The 19th FIFA World Cup™ was hosted in South Africa from June 11 to July 11, 2010. Matches
    were played in 10 stadiums in nine host cities around the country, with the final at the Soccer
    City stadium in Johannesburg. Sixteen teams advanced to the knockout stage and Spain
    defeated the Netherlands in the final. FIFA estimates that 3.8 million fans attended the
    matches in South Africa to make it the largest FIFA World Cup™ ever. Players were involved
    in 64 matches attracting an average attendance of close to 50,000 spectators, which was
    also a record. Around the world, billions of people enjoyed the tournament.

    Daily Visa payment card expenditures made by all non-South Africans whilst in South Africa
    during the period from June 1, 2010 until July 31, 2010 were analyzed alongside similar data
    for the same two month period in 2009. As the FIFA World Cup™ itself lasted from June 11 to
    July 11, 2010, the data set provided comparative information for 10 days before and 20 days
    after the tournament.

    As the tournament was staged in nine cities around South Africa, Visa payment card data
    pertaining to international visitors for the whole of South Africa were used. Clearly, this data
    includes expenditures made by visitors not directly associated with the 2010 FIFA World
    Cup™; however, this preliminary analysis attempts to highlight trends related to the effects of
    the event rather than produce exhaustive breakdowns.



Page 6
Time of Travel
In comparing the total expenditure across the days of the FIFA World Cup™ itself in
2010 compared with the same days in 2009, Chart 1 illustrates an 82 percent increase.
Clearly, some of this increase would have been due to the fact that tourism in general in
2010 had recovered from the impacts of the global financial crisis in 2009. In order to try
and isolate the increase in expenditure due to the tournament from the other changes
that had occurred in 2010 compared to 2009, deeper analysis was undertaken of the
expenditure data for days in June and July outside the event in both years.

CharT 1. Visa Payment card daily exPenditure of international Visitors in
south africa during the 2010 fifa World cuP™ comPared to same days in 2009.




Table 1 presents the results of this analysis which shows an increase of 25 percent in
2010 over the equivalent days in 2009. Assuming this indicates the general economic
recovery factor, then the net increase due to the tournament is estimated at 57 percent.

Table 1. Visa Payment card exPenditures of international Visitors in south africa .

                             entire Period     Non Tournament Period     Tournament Period
                            JUN 1 - JUl 31      JUN 1-10 & JUl 12 - 31     JUN 11 - JUl 11
Expenditure in 2010            $426 m                $168 m                    $258 m
Expenditure in 2009            $276 m                $134 m                     $142 m
Percentage Increase             55%                   25%                        82%




                                                                                              Page 7
While the FIFA World Cup™ played a significant role in the growth experienced in June
         and July, Chart 2 shows that visitor arrivals were amplified year round. Spending levels
         by international Visa cardholders traveling to South Africa in December ($220M) and
         January ($200M) even rivaled the June and July FIFA World Cup™ months.

         CharT 2. 2009 and 2010 international Visa cardholder sPending in south africa .
         January | +12%                                                                      $200M

                                                                                              $145M


         February | +11%                                                                      $181M
                                                                                              $135M


         March | +8%                                                                          $185M
                                                                                              $142M


         April | +10%                                                                         $169M
                                                                                              $137M


         May | +8%                                                                            $147M
                                                                                              $132M


         June | +84%                                                                          $222M
                                                                                              $128M


         July | +40%                                                                         $204M
                                                                                              $145M


         August | +9%                                                                         $156M
                                                                                              $142M


         September | +8%                                                                      $150M
                                                                                              $138M


         October | +5%                                                                        $177M
                                                                                              $167M

         November | +9%
                                                                                              $187M
                                                                                              $169M


         December | +3%                                                                       $220M
                                                                                              $206M


           2010            2009   Source: VisaVue Travel Data, 2009 - 2010



Page 8
Inbound Spending Patterns
Chart 3 shows the percentage increase in Visa
payment card expenditure in 2010 compared to            CharT 3. the toP ten sPending
2009 by visitors from the top 10 visitor nations to     nationalities in south africa
                                                        in terms of Visa Payment card
South Africa during the tournament period:
                                                        exPenditure during the 2010 fifa
• In general, increases were in excess of 14 percent,   World cuP™ comPared to the same
  with most being in excess of 80 percent ranging       days in 2009.
  as high as 766 percent.                                                                                                               2010   2009


• Only Mozambique showed a decrease.                                                                    USA | +98%



                                                                                                           United Kingdom | +25%
Comparing changes during the tournament period
with the non-tournament period showed that:                            Australia | +156%



• Generally, increases in the non-tournament                 Brazil | +767%


  period were on average only 28 percent of the                       France | +103%

  increases during the tournament.
                                                                     Germany | +95%

• For Botswana, the increase during the
  tournament period compared to the same period
                                                                      Canada | +84%



  in 2009 was less than the comparative increase                               Mozambique | -28%


  during the non-tournament period.                                   Botswana | +15%


• For Angola, the tournament increase was
                                                               Angola | +171%

  only slightly higher than during the non-             0                       10                 20          30                  40              50
                                                        $ Millions
  tournament period.

The three African nations in the top 10                 Africa. For Botswana, the increase in card
expenditure list showed somewhat different              spending during the event was less than the
behavior to the other nations listed. Mozambique        increase in the adjacent periods. This suggests an
appears to be going through a downturn in               aversion effect, with visitors staying away from
spending on Visa payment cards in South Africa          the host destination during the event through
irrespective of the FIFA World Cup™; the event          fears relating to issues such as crowding, reduced
had little impact on their expenditure in South         accommodation and higher prices.




                                                                                                                                          Page 9
In the previous chart, only two of the eight
teams who competed in the quarter finals
were shown. To determine whether the
expenditure profiles of nationalities included
in the later stages of the tournament increased
more than other nationalities during the
tournament period, an examination was made
of the expenditures of visitors from the other
finalist nations.
                                                     CharT 4. Visa cardholder sPending
                                                     increases from quarter-finalist nations
Chart 4 presents this analysis:
                                                                                                                2010   2009
• Cardholders from all quarter-finalist nations
    showed a very healthy increase in spending                   Brazil | +767%


    during the tournament period compared                                           Germany | +95%

    to 2009.
                                                       Argentina| +2809%

• The average increase in expenditure for
                                                                    Spain | +112%

    cardholders from the eight quarter-finalist
                                                            Netherlands| +97%
    nations during the tournament was 5.4 times
    as great as the increase across the non-          Uruguay| +4894%



    tournament period, both compared to 2009.         Paraguay| +3307%



• The average increase during the tournament           Ghana | +351%

                                                    0                      30                   60   90   120                 150
    compared to 2009 for cardholders from the       $ Millions


    eight quarter-finalist nationalities was 1555
    percent – albeit from relatively small bases.




Page 10
Chart 5 shows the split of total Visa payment                                          Chart 6. shows the percentage increase
card expenditure into key categories during the                                        in Visa payment card expenditure in 2010
FIFA World Cup™:                                                                       compared with 2009 - 2007.

CharT 5. BreakdoWn of Visa Payment                                                     CharT 6.
exPenditure categories of international
Visitors to south africa during the 2010 fifa                                                                           $2.20M
World cuP™

Percent                                                                                           $1.80M     $1.80M
                                                                                       $1.76M
 30


 25


 20


 15


 10


 5


 0                                                                                      2007       2008      2009       2010
          Travel    auto    airlines     Other Travel restaurants   lodging   retail
          agents   rental              & entertainment




Even though it is too early to examine the long-term benefits of the
tournament on South Africa’s economy, the mega-event has been
heralded a success in the tourism industry. According to South Africa’s
Tourism Minister, “The tournament enabled South Africa to build a
legacy for itself and the continent – not just in the areas of sport or
tourism, but in positioning South Africa as a viable investment market.”




                                                                                                                               Page 11
Vancouver 2010 Olympic Winter Games
    The 21st Olympic Winter Games were held from February 12-28, 2010 in Vancouver,
    British Columbia, Canada. Some events were also held in the suburbs of Richmond, West
    Vancouver and the University Endowment Lands, and in the resort town of Whistler
    Approximately 2,600 athletes from 82 nations participated in 86 events in 15 disciplines.
    Both the 2010 Olympic and Paralympic Winter Games were organized together.

    Daily Visa payment card expenditures made by all non-Canadians whilst in British
    Columbia during the period from February 1-28, 2010 were analyzed alongside the daily
    Visa payment card expenditure data for the same period in 2009. As the 2010 Olympic
    Winter Games lasted from February 12-28, 2010, the data set provided comparative data
    for 11 days before the commencement of the Games.

    The Visa payment card data that was analyzed for this report relates to the spending
    of international visitors throughout the Province of British Columbia, not just at the
    sites of the 2010 Olympic Winter Games. As with the FIFA World Cup™ analysis, the
    expenditure data included in this analysis incorporate expenditures made by visitors to
    British Columbia not associated with 2010 Olympic Winter Games and efforts will be
    made to isolate these impacts in subsequent analysis.




Page 12
approximately 2,600 athletes from
82 nations participated in 86 events
in 15 disciplines.




                                       Page 13
Time of Travel
    In comparing the total expenditure across the 17 days of the Vancouver 2010 Olympic
    Winter Games compared to the same days in 2009, Chart 7 shows that there was a 93
    percent increase. Clearly, some of this increase would have been due to the fact that
    tourism in general in 2010 has recovered from the impacts of the global financial crisis in
    2009. By analyzing the increase in expenditure that occurred in British Columbia in the 11
    days immediately prior to the 2010 Olympic Winter Games compared to the equivalent
    days in 2009 helps identify the growth that was occurring irrespective of the Games even
    though it is highly likely that there was Games-related expenditure in the weeks leading up
    to the event.
     CharT 7. Visa Payment card daily exPenditure of international Visitors in British
     columBia during the 2010 olymPic Winter games comPared to same days in 2009




Page 14
Table 2 compares the increases in Visa payment card expenditures for international visitors to
British Columbia during the 11 days prior to the 2010 Olympic Winter Games with the increase
that occurred during the 17 days of the Games relative to the equivalent days in 2009. It can be
seen that the expenditure made by international visitors to British Columbia using Visa payment
cards in the 11 days before the 2010 Olympic Winter Games was 12 percent higher than for the
same days in 2009. For the actual days of the Games it can be seen that Visa payment card
expenditure was 93 percent above the equivalent days in 2009. If the 12 percent increase in the
non-Games period is assumed to represent the background increase in expenditure from 2009
to 2010, then the net increase due to the 2010 Olympic Winter Games would be estimated to
be 81 percent.
Table 2. Visa Payment card exPenditures of international Visitors in British columBia

                              entire              Non Olympic                                      Olympic
                              Period              Games Period                                   Games Period
                             Feb 1 - 28               Feb 1 -11                                     Feb 12 - 28
Expenditure in 2010          $159 m                $44 m                                                     $115 m
Expenditure in 2009          $99 m                 $39 m                                                     $60 m
Percentage Increase            61%                    12%                                                      93%

                                                  CharT 8. 2009 and 2010 international
It is worth noting that the Vancouver 2010        Visa cardholder sPending in VancouVer .

Olympic Winter Games occurred at a time           January | 3%                                                        $400M

                                                                                                                      $390M
where inbound tourism was reeling from
                                                  February | 21%                                                      $413M
the global economic crisis. By looking at a                                                                           $343M

monthly breakdown of international                March | 17%                                                         $429M

cardholder spend into Canada, one can see                                                                             $365M


that post-Games tourism spend by month            April | 14%                                                         $432M


showed a 10.4 percent increase over 2009.                                                                             $380M


                                                  May | 7%                                                            $487M

                                                                                                                      $456M


                                                  June | 12%                                                          $603M

                                                                                                                      $537M


                                                  July | 11%                                                          $752M

                                                                                                                      $679M


                                                  August | 8%                                                         $782M

                                                                                                                      $723M


                                                  September | 8%                                                      $636M

                                                                                                                      $587M


                                                  October | 10%                                                       $537M

                                                                                                                      $488M


                                                  November | 12%                                                      $420M

                                                                                                                      $375M


                                                  December | 5%                                                       $465M
                                                                                                                      $443M

                                                                                                                              Page 15
                                                    2010           2009   Source: VisaVue Travel Data, 2009 - 2010
Inbound Spending Patterns
    Chart 9 provides a representation of the percentage increase in expenditure in 2010
    compared to 2009 by visitors from the top 10 visitor nations to British Columbia in terms of
    Visa payment card expenditure during the 2010 Olympic Winter Games. It can be seen that
    the percentage increases compared to the equivalent period in 2009 for these top spending
    nationalities ranged from 11 percent for UK to 1296 percent for the Russian Federation with
    most nationalities showing an increase well in excess of 50 percent.

    CharT 9. the toP ten sPending nationalities in British columBia in terms of Visa
    Payment card exPenditure during the 2010 olymPic Winter games comPared to the
    same days in 2009.


                                                          2010   2009



                                             USA | +98%



              China | +105%



               United Kingdom | +11%



          Russian Federation | +1296%



            Australia | +47%



           Japan | +5%



           South Korea | +57%


           Hong Kong | +62%



      Norway | +311%



          Germany | +129%

    0               10           20     30          40    50       60
    $ Millions




Page 16
Table 3 presents the 10 countries that          Chart 10 shows the split of total Visa payment
won the most medals at the Vancouver            card expenditure into key categories during
2010 Olympic Games. It is interesting to        the Games period. It can be seen that the
note that all except three of the nations       key expenditure categories were ‘Retail’,
appearing in Chart 9, representing the          ‘Restaurants’, ‘Other Travel/Entertainment’
largest spending nationalities within British   and ‘Lodging’, which are very similar to the key
Columbia on their Visa payment cards            expenditure categories in South Africa during
during the Games, were from nations in          FIFA World Cup™.
the top 10 in terms of medal count.
                                                CharT 10.
                                                Percent

                                                 35
Table 3. leading medal Winning
                                                 30
countries in the 2010 VancouVer
olymPic and Par alymPic Winter games             25


                                                 20
     Country
                                                 15
 1   united states
                                                 10
 2   Germany
                                                  5
 3   canada
 4   Norway                                       0
                                                           auto    Travel   airlines     lodging    Other Travel   restaurants   retail
                                                          rental   agents                          & restaurants
 5   Austria
 6   Russia
                                                Chart 11 shows the percentage increase in Visa
 7   Korea
                                                payment card expenditure in 2010 compared
 8   china
                                                with 2009 - 2007.
 9   sweden
 10 France                                      CharT 11. Percentage increase in Visa
                                                Payment card exPenditure comParison


                                                                   $6.5M
                                                                                                       $6.4M
                                                $6.0M



                                                                                       $5.8M




                                                 2007              2008                2009             2010




                                                                                                                                          Page 17
Olympic Legacy
    One of the key factors for any Olympic Games                                                 This worldwide event also raised brand
    host city and country is the legacy that is left                                             awareness for Canada. A study conducted by
    behind. It is critical for countries to be in a                                              FutureBrand placed “Canada” in the number
    position to leverage the global attention events                                             one spot of the FutureBrand 2010 Country
    like the Olympic Games can generate as well as                                               Brand Index. According to FutureBrand, the
                                                                                                                       8




    maximize investments made in preparation for                                                 strength of a country’s brand is determined
    the influx of inbound travelers.                                                             by levels of awareness, familiarity, preference,
                                                                                                 consideration, advocacy and active decisions
    Canada spent approximately $5.6 billion
                                                                                                 to visit. The index also weighs five categories
    preparation for the Games, including more
                                                                                                 including tourism, heritage and culture, value
    than $1 billion for a new Convention Center,
                                                                                                 system, quality of life and good for business as
    as well as more than $16.6 million upgrading
                                                                                                 the most significant factors that differentiate
    Vancouver’s Cypress Mountain, which hosted
                                                                                                 a brand.
    the freestyle and snowboarding events.                                       2




                                                                                                 The report notes that Canada’s rise in
    Impact facts to consider:
                                                                                                 awareness was largely due to the positive
    • According to the Canadian Tourism
                                                                                                 effects of hosting the Olympic Games.
          Commission, total tourism spending in Canada
          increased by four percent to $13.8 billion in the                                      In the years ahead, strategic planning and
          first quarter of 2010.                    3                                            consumer insight will prove pivotal for Canada’s
    • In the months of February and March, Canada                                                tourism entities in the maintenance of its
          experienced double digit growth in the total                                           reputation as a world-class visitor destination.
          spend by inbound Visa cardholders compared to
          the same time period in 2009.                        4




    • Approximately 12,000 jobs were created to
          support the Games.                    5




    • Construction alone generated more than $1.2
          billion worth of economic activity.                        6




    • Overseas markets spent more than $200 million
          on accommodations and more than $160 million
          on food and beverages during the first three
          months of the year.               7




    2     “How Much is Games Investment,” MarketWatch.com, February 9, 2010
    3     “Travel and Tourism, Economic Impact,” World Travel and Tourism Council, 2009 Report
    4     VisaVue Travel Data, 2009-2010
    5     “The Games Effect,” Price Waterhouse Cooper, Report 5, September 2010
    6     “The Games Effect,” Price Waterhouse Cooper, Report 6, September 2010
    7     “Travel Characteristics, Q1 2010,” Canadian Tourism Commission, 2010                   8   Country Brand Index, Future Brand 2010 Index, November 2010




Page 18
The Vancouver 2010 Olympic Winter            was the people that made the difference.
Games proved a powerful catalyst to          People came to Vancouver and Canada,
Vancouver and Canada’s tourism industry.     and brought with them both an economic
According to Rick Antonson, President        contribution to the community but also
& CEO of Tourism Vancouver, “Leading         instilled a sense of pride in Canadians.”
up to the Games in 2010 saw the arrival
of infrastructure – assets, facilities and
the like. During the Games and after, it




                                                                                         Page 19
Page 20
Beijing 2008 Olympic Games
        As a global destination, the year 2008 was a major turning point for China as
        the world turned its attention to the Beijing 2008 Olympic Games. Leading up
        to the Games, Visa participated in a global alliance with China National Tourism
        Administration (CNTA) and the Beijing Tourism Administration (BTA) to promote
        tourism to China, improve China’s payment system and increase tourism revenues.
        Visa and its client financial institutions in China installed more than 90,000 ATMs
        and signed up some 216,000 merchant locations or outlets throughout China to help
        prepare for the influx of international visitors to the Games and beyond.

        For most of August 2008, international visitors joined the more than 11,000 athletes
        from 205 participating countries and territories in China for the Beijing 2008 Olympic
        Games, which had an immediate impact on China’s economy. On the first day of the
        Games, international Visa cardholders spent nearly $10 million on their Visa cards.
        Over the entirety of the Games, there was an increase in Visa card spend of 18 percent
        when compared with the same period in 2007.

        During the 2008 Olympic Games, the top Visa spenders were from the U.S., followed
        by Hong Kong, the United Kingdom, South Korea and Japan. Visitors from these five
        locations accounted for more than half of all Visa card spend in China from August
        8-25, 2008.

        Not surprisingly, Visa cards were used primarily to pay for accommodations and to
        make retail purchases.


        CharT 12. toP contriButors to china inBound tourism (in us$ million)


             35


             30

                                                                                                                                                spend in china during
             25                                                                                                                                 olympic period aug. 8-25


             20


             15


             10


             5


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                                                                                                                                                                                 Page 21
Table 4 shows the percentage increase in Visa payment card expenditure in 2008
          compared to 2007 by visitors from the top 10 visitor nations to China during the
          2008 Olympic Games period:
          • In general, increases were in excess of 15 percent, with most being in excess of 40 percent
              and ranging up to 128 percent.
          • Only South Korea showed a decrease.

          Table 4.




          In comparing the total expenditure across the 17 days of the 2008 Olympic Games
          compared to the same days in 2007, Chart 13 shows that there was a 15 percent increase.
          While this is considerably lower than what we’ve seen at other mega-sporting events,
          much of this can be attributed to two things – the onset of the global economic crisis and
          China reducing the number of visitor visas issued during the Games.                   2




          2   New York Times, “China’s Visa Policy Threatens Olympics Tourism”, June 24, 2008




Page 22
An analysis of the increase in expenditure that occurred in China in the month
immediately prior to the Games highlights the organic spend growth that was in place
regardless of the Beijing 2008 Olympic Games.

CharT 13. daily sPend during the BeiJing 2008 olymPic games
$ Millions                                                         Aug-08   Aug-07
   18

   16

   14

   12

   10

    8

    6

    4

    2

    0
    Aug-1    Aug-4   Aug-7    Aug-10    Aug-13   Aug-16   Aug-19   Aug-22    Aug-25



Table 5 shows the split of total Visa payment card expenditure into key categories during
the Games.




                                                                                            Page 23
Page 24
Chart 14 shows the percentage increase in Visa                        CharT 14. Percentage increase in
payment card expenditure from 2006-2010.                              Visa Payment card exPenditure

                                                                                                      $4.7B
While the Beijing 2008 Olympic Games played                                   $4.3B
                                                                                      $4.6B

a significant role in boosting visitor spend during                                           $3.8B

the Games and throughout 2008, it is worth                            $3.5B


noting that most key tourism destinations like
the U.S., Canada and the U.K. have struggled to,
or are slowly returning to pre-economic visitor
spend levels. In China’s case, however, visitor
spend level is at an all-time high, exceeding                         2006    2007    2008    2009    2010

2008 levels.

In 2010, China registered a record number of
arrivals of 113.8 million visitors and international      2




tourism receipts rose 15.5 percent to $45.8
billion. In a bid to attract both the leisure and
            3




business traveler, the country continues to host
a number of successful international events,
both in the capital Beijing as well as other large
cities including the World Expo 2010 in Shanghai,
which welcomed over 73 million visitors though
its doors over six months. Over the next decade, 4




China is expected to add 10 million jobs in direct
travel and tourism industries, boosting total
employment to more than 27 million.                               5




As tourism continues to grow, China can expect
the effects of tourism spend to benefit the labor
market and economy as a whole.




2   PATA, Annual Tourism Monitor 2011 – Early Edition
3   UNWTO World Tourism Barometer, Vol. 9, No. 1, February 2011
4   Shanghai Expo 2010 media release, “China bids farewell to
    successful Shanghai World Expo, November 1, 2010
5   The World Travel & Tourism Council, May 2010




                                                                                                              Page 25
Conclusion
          International payment cards are powerful indicators of international tourism
          expenditure, generally and mega-sporting events, specifically.

          Comparisons with equivalent periods in the previous year indicate renewed growth in
          tourism expenditure overall.

          In addition, where data was available for adjacent periods, there are indications that
          event related spending strongly surpassed general economic recovery impacts:
          • 57 percent for the 2010 FIFA World Cup South Africa™
          • 81 percent for the Vancouver 2010 Olympic Winter Games
          • 63 percent for the Beijing 2008 Olympic Games

          A word of caution, as indicated earlier, Visa’s payment card data provides powerful
          indicators of visitor expenditure trends, in general, and has been used in this report
          to highlight increases in visitor expenditure that can be attributed to the staging of
          mega-sporting events. However, there are some limitations that must be recognized
          in relation to how these preliminary results are utilized:
          • The expenditure data examined here relate to broader areas other than just the
            immediate host areas for the events.
          • It is not possible to identify how much of the expenditure made by the international
            visitors during the respective events was actually associated with the events.
          • There can be a wide range of factors prompting an increase in visitor expenditure, and it
            is difficult to isolate the specific impacts of the events, although comparisons with other
            periods help.
          • At this stage, there are no estimates as to the proportion of total visitor expenditure that
            is made using Visa payment cards.
          • As the Visa payment card data relates to expenditure made only within the event
            destinations and/or countries, the expenditure made on airline bookings in the visitors’
            origin countries are not necessarily included. A percentage of the expenditure made
            on airline bookings in source countries flows through to the event destination with the
            amount depending on the nationality of the airline.

          This is a powerful data set that can be used to complement existing techniques to
          estimate visitor expenditure in host destinations generated by mega-sporting events.




Page 26
Acknowledgements
This document was developed in part by
Greenearth.travel with the assistance of
The DeHaan Institute, Nottingham University,
Professor Marg Deery, Victory University,
Melbourne and Professor Geoffrey Lipman.
The data source, unless specified is VisaVue
Travel Data 2006-2010

                                    Page 27
© 2011 Visa inc. all rights reserved.
Page 28

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Mega eventos esportivos, relatório VISA

  • 1. G E N E R AT I N G V I s I T o R s P E N D I N G Mega-Sporting Events 2011
  • 3. M E G A - s P o R T I N G E V E N T s | G E N E R AT I N G V I s I T o R s P E N D I N G Introduction There are few events that can unite the world. Mega-sporting events like the Olympic Games and the FIFA World Cup™ are two examples of this unique phenomenon. When such events showcase a location, that location benefits with added infrastructure, more jobs, new public awareness and a sense of pride and nationality that beams around the globe. Visa, is a proud sponsor of both the FIFA World Cup™ and the Olympic Games. We are committed to enhancing the fan’s experience for these events by developing cardholder programs that touch the very core of their passion for the sport both globally and locally. Visa’s FIFA sponsorship kicked off with the 2010 FIFA World Cup South Africa™ and includes the rights to the 2011 FIFA Women’s World Cup Germany™, the 2013 FIFA Confederation’s Cup Brazil™ and the 2014 FIFA World Cup Brazil™. Since 1986, Visa has been a proud Worldwide Sponsor of the Olympic Games and will be the exclusive payment services sponsor and the only card accepted at match venues through 2020, including the London 2012 Olympic Games, the Sochi 2014 Olympic Winter Games in Russia, the Rio de Janeiro 2016 Olympic Games in Brazil, the Pyeongchang 2018 Winter Olympic Games in South Korea and the 2020 Olympic Games. As with any event, mega-sporting events are subject to the times they are held in. Since 2007, the world has watched, almost helplessly, as the global economy experienced a recession from which most countries are just beginning to emerge. During that time there have been three mega- sporting events that the world and host countries have looked to for inspiration: The 2010 FIFA World Cup South Africa™; the Vancouver 2010 Olympic Winter Games and the Beijing 2008 Olympic and Games. These three events, as this report will show, have proven to be catalysts of economic recovery for the host country and nations surrounding it in terms of international tourism spending. Given the significant impact of these events, we have engaged with the events sector and latterly, the United Nations World Tourism Organization (UNWTO), to better understand the impacts of mega-sporting events, such as the Olympic Games and the FIFA World Cup™. In this context, international payment cards – credit, debit and prepaid – play an important role in facilitating tourism. They ease the difficulties travelers face when making purchases in other countries and as a consequence, international payment card networks are now of substantial size and still growing. Visa’s network includes 1.8 billion Visa cards, millions of merchant outlets and 1.7 million ATMs in more than 200 countries and territories worldwide.1 2 This report looks to use electronic data generated from these transactions as an effective way to assess visitor spending patterns and impacts. It is clear that this can provide a rich source of material that can help destinations in their own planning, bidding and hosting activities. What is particularly encouraging is the strong indication that in the mega-sporting event’s analyzed for this report, tourism-related spending increased substantially during the events and far beyond any increases that can be attributed to economic recovery only. 1 Data as of June 30, 2010. As reported by client financial institutions and therefore may be subject to change; includes ATMs in the Visa Europe territory. Page 1
  • 5. Overview Countries bid for mega-sporting events for a variety of reasons, including nation building, branding, infrastructure development, and economic returns, among others. A major challenge is how to measure the short and long-term impacts of these events in a way that is helpful to countries that have hosted them as well as those seeking to bid for future events. This report focuses on measurement of visitor spending around such events, which is of great interest to government agencies, sponsors and event organizers. Traditionally, visitor mega-sporting event-related expenditures are estimated based on survey sampling – a widely used approach but one that suffers from difficulties of representative data collection, currency uncertainty, memory or estimation challenges and high administrative costs. This report, in contrast, uses aggregated data from Visa’s payment cards, called VisaVue Travel Data, to indicate expenditure patterns from three mega-sporting events held between 2008 and 2010: • The 2010 FIFA World Cup South Africa™ • The Vancouver 2010 Olympic Winter Games • The Beijing 2008 Olympic Games This approach provides real time information on the expenditure made in each particular destination by different nationalities, on what days and on what products/services. Expenditure data for the equivalent days in during the previous year was used to highlight the increase in expenditure during these events. In addition, for the FIFA World Cup™ and the Olympic Games, comparisons were made with adjacent periods around the event to better isolate changes in the general operating environment. Page 3
  • 6. Summary International payment cards are powerful indicators of international tourism expenditure generally and mega-sporting events specifically. Comparisons with equivalent periods in the previous year indicate renewed growth in tourism expenditure overall. For each of the three events analyzed, there was healthy growth in Visa payment card expenditure during the event compared to the year prior: 2 0 1 0 F I FA w o R l D c u P ™ 82% While the FIFA World Cup™ played a significant role in the growth experienced in June and July, visitor GRowTh arrivals were amplified all year round. Spending levels by international Visa cardholders traveling to South Africa in December ($220M) and January ($220M) even rivaled the June and July FIFA World Cup™ months. VA N c o u V E R 2 0 1 0 o ly M P I c w I N T E R G A M E s 93% Prior to February 2010, Canada had experienced one of its slowest years in recent history in terms of GRowTh international visitors. The Vancouver 2010 Olympic Winter Games proved to be a boosting catalyst. b E I j I N G 2 0 0 8 o ly M P I c G A M E s 15% Continuing the momentum, China experienced a 15 percent increase in tourism spend from GRowTh international Visa cardholders. Page 4
  • 7. Comparisons with equivalent periods in the previous year indicate renewed growth in tourism expenditure overall. Page 5
  • 8. 2010 FIFA World Cup South Africa™ 9 Cities 10 Stadiums 64 Matches The 19th FIFA World Cup™ was hosted in South Africa from June 11 to July 11, 2010. Matches were played in 10 stadiums in nine host cities around the country, with the final at the Soccer City stadium in Johannesburg. Sixteen teams advanced to the knockout stage and Spain defeated the Netherlands in the final. FIFA estimates that 3.8 million fans attended the matches in South Africa to make it the largest FIFA World Cup™ ever. Players were involved in 64 matches attracting an average attendance of close to 50,000 spectators, which was also a record. Around the world, billions of people enjoyed the tournament. Daily Visa payment card expenditures made by all non-South Africans whilst in South Africa during the period from June 1, 2010 until July 31, 2010 were analyzed alongside similar data for the same two month period in 2009. As the FIFA World Cup™ itself lasted from June 11 to July 11, 2010, the data set provided comparative information for 10 days before and 20 days after the tournament. As the tournament was staged in nine cities around South Africa, Visa payment card data pertaining to international visitors for the whole of South Africa were used. Clearly, this data includes expenditures made by visitors not directly associated with the 2010 FIFA World Cup™; however, this preliminary analysis attempts to highlight trends related to the effects of the event rather than produce exhaustive breakdowns. Page 6
  • 9. Time of Travel In comparing the total expenditure across the days of the FIFA World Cup™ itself in 2010 compared with the same days in 2009, Chart 1 illustrates an 82 percent increase. Clearly, some of this increase would have been due to the fact that tourism in general in 2010 had recovered from the impacts of the global financial crisis in 2009. In order to try and isolate the increase in expenditure due to the tournament from the other changes that had occurred in 2010 compared to 2009, deeper analysis was undertaken of the expenditure data for days in June and July outside the event in both years. CharT 1. Visa Payment card daily exPenditure of international Visitors in south africa during the 2010 fifa World cuP™ comPared to same days in 2009. Table 1 presents the results of this analysis which shows an increase of 25 percent in 2010 over the equivalent days in 2009. Assuming this indicates the general economic recovery factor, then the net increase due to the tournament is estimated at 57 percent. Table 1. Visa Payment card exPenditures of international Visitors in south africa . entire Period Non Tournament Period Tournament Period JUN 1 - JUl 31 JUN 1-10 & JUl 12 - 31 JUN 11 - JUl 11 Expenditure in 2010 $426 m $168 m $258 m Expenditure in 2009 $276 m $134 m $142 m Percentage Increase 55% 25% 82% Page 7
  • 10. While the FIFA World Cup™ played a significant role in the growth experienced in June and July, Chart 2 shows that visitor arrivals were amplified year round. Spending levels by international Visa cardholders traveling to South Africa in December ($220M) and January ($200M) even rivaled the June and July FIFA World Cup™ months. CharT 2. 2009 and 2010 international Visa cardholder sPending in south africa . January | +12% $200M $145M February | +11% $181M $135M March | +8% $185M $142M April | +10% $169M $137M May | +8% $147M $132M June | +84% $222M $128M July | +40% $204M $145M August | +9% $156M $142M September | +8% $150M $138M October | +5% $177M $167M November | +9% $187M $169M December | +3% $220M $206M 2010 2009 Source: VisaVue Travel Data, 2009 - 2010 Page 8
  • 11. Inbound Spending Patterns Chart 3 shows the percentage increase in Visa payment card expenditure in 2010 compared to CharT 3. the toP ten sPending 2009 by visitors from the top 10 visitor nations to nationalities in south africa in terms of Visa Payment card South Africa during the tournament period: exPenditure during the 2010 fifa • In general, increases were in excess of 14 percent, World cuP™ comPared to the same with most being in excess of 80 percent ranging days in 2009. as high as 766 percent. 2010 2009 • Only Mozambique showed a decrease. USA | +98% United Kingdom | +25% Comparing changes during the tournament period with the non-tournament period showed that: Australia | +156% • Generally, increases in the non-tournament Brazil | +767% period were on average only 28 percent of the France | +103% increases during the tournament. Germany | +95% • For Botswana, the increase during the tournament period compared to the same period Canada | +84% in 2009 was less than the comparative increase Mozambique | -28% during the non-tournament period. Botswana | +15% • For Angola, the tournament increase was Angola | +171% only slightly higher than during the non- 0 10 20 30 40 50 $ Millions tournament period. The three African nations in the top 10 Africa. For Botswana, the increase in card expenditure list showed somewhat different spending during the event was less than the behavior to the other nations listed. Mozambique increase in the adjacent periods. This suggests an appears to be going through a downturn in aversion effect, with visitors staying away from spending on Visa payment cards in South Africa the host destination during the event through irrespective of the FIFA World Cup™; the event fears relating to issues such as crowding, reduced had little impact on their expenditure in South accommodation and higher prices. Page 9
  • 12. In the previous chart, only two of the eight teams who competed in the quarter finals were shown. To determine whether the expenditure profiles of nationalities included in the later stages of the tournament increased more than other nationalities during the tournament period, an examination was made of the expenditures of visitors from the other finalist nations. CharT 4. Visa cardholder sPending increases from quarter-finalist nations Chart 4 presents this analysis: 2010 2009 • Cardholders from all quarter-finalist nations showed a very healthy increase in spending Brazil | +767% during the tournament period compared Germany | +95% to 2009. Argentina| +2809% • The average increase in expenditure for Spain | +112% cardholders from the eight quarter-finalist Netherlands| +97% nations during the tournament was 5.4 times as great as the increase across the non- Uruguay| +4894% tournament period, both compared to 2009. Paraguay| +3307% • The average increase during the tournament Ghana | +351% 0 30 60 90 120 150 compared to 2009 for cardholders from the $ Millions eight quarter-finalist nationalities was 1555 percent – albeit from relatively small bases. Page 10
  • 13. Chart 5 shows the split of total Visa payment Chart 6. shows the percentage increase card expenditure into key categories during the in Visa payment card expenditure in 2010 FIFA World Cup™: compared with 2009 - 2007. CharT 5. BreakdoWn of Visa Payment CharT 6. exPenditure categories of international Visitors to south africa during the 2010 fifa $2.20M World cuP™ Percent $1.80M $1.80M $1.76M 30 25 20 15 10 5 0 2007 2008 2009 2010 Travel auto airlines Other Travel restaurants lodging retail agents rental & entertainment Even though it is too early to examine the long-term benefits of the tournament on South Africa’s economy, the mega-event has been heralded a success in the tourism industry. According to South Africa’s Tourism Minister, “The tournament enabled South Africa to build a legacy for itself and the continent – not just in the areas of sport or tourism, but in positioning South Africa as a viable investment market.” Page 11
  • 14. Vancouver 2010 Olympic Winter Games The 21st Olympic Winter Games were held from February 12-28, 2010 in Vancouver, British Columbia, Canada. Some events were also held in the suburbs of Richmond, West Vancouver and the University Endowment Lands, and in the resort town of Whistler Approximately 2,600 athletes from 82 nations participated in 86 events in 15 disciplines. Both the 2010 Olympic and Paralympic Winter Games were organized together. Daily Visa payment card expenditures made by all non-Canadians whilst in British Columbia during the period from February 1-28, 2010 were analyzed alongside the daily Visa payment card expenditure data for the same period in 2009. As the 2010 Olympic Winter Games lasted from February 12-28, 2010, the data set provided comparative data for 11 days before the commencement of the Games. The Visa payment card data that was analyzed for this report relates to the spending of international visitors throughout the Province of British Columbia, not just at the sites of the 2010 Olympic Winter Games. As with the FIFA World Cup™ analysis, the expenditure data included in this analysis incorporate expenditures made by visitors to British Columbia not associated with 2010 Olympic Winter Games and efforts will be made to isolate these impacts in subsequent analysis. Page 12
  • 15. approximately 2,600 athletes from 82 nations participated in 86 events in 15 disciplines. Page 13
  • 16. Time of Travel In comparing the total expenditure across the 17 days of the Vancouver 2010 Olympic Winter Games compared to the same days in 2009, Chart 7 shows that there was a 93 percent increase. Clearly, some of this increase would have been due to the fact that tourism in general in 2010 has recovered from the impacts of the global financial crisis in 2009. By analyzing the increase in expenditure that occurred in British Columbia in the 11 days immediately prior to the 2010 Olympic Winter Games compared to the equivalent days in 2009 helps identify the growth that was occurring irrespective of the Games even though it is highly likely that there was Games-related expenditure in the weeks leading up to the event. CharT 7. Visa Payment card daily exPenditure of international Visitors in British columBia during the 2010 olymPic Winter games comPared to same days in 2009 Page 14
  • 17. Table 2 compares the increases in Visa payment card expenditures for international visitors to British Columbia during the 11 days prior to the 2010 Olympic Winter Games with the increase that occurred during the 17 days of the Games relative to the equivalent days in 2009. It can be seen that the expenditure made by international visitors to British Columbia using Visa payment cards in the 11 days before the 2010 Olympic Winter Games was 12 percent higher than for the same days in 2009. For the actual days of the Games it can be seen that Visa payment card expenditure was 93 percent above the equivalent days in 2009. If the 12 percent increase in the non-Games period is assumed to represent the background increase in expenditure from 2009 to 2010, then the net increase due to the 2010 Olympic Winter Games would be estimated to be 81 percent. Table 2. Visa Payment card exPenditures of international Visitors in British columBia entire Non Olympic Olympic Period Games Period Games Period Feb 1 - 28 Feb 1 -11 Feb 12 - 28 Expenditure in 2010 $159 m $44 m $115 m Expenditure in 2009 $99 m $39 m $60 m Percentage Increase 61% 12% 93% CharT 8. 2009 and 2010 international It is worth noting that the Vancouver 2010 Visa cardholder sPending in VancouVer . Olympic Winter Games occurred at a time January | 3% $400M $390M where inbound tourism was reeling from February | 21% $413M the global economic crisis. By looking at a $343M monthly breakdown of international March | 17% $429M cardholder spend into Canada, one can see $365M that post-Games tourism spend by month April | 14% $432M showed a 10.4 percent increase over 2009. $380M May | 7% $487M $456M June | 12% $603M $537M July | 11% $752M $679M August | 8% $782M $723M September | 8% $636M $587M October | 10% $537M $488M November | 12% $420M $375M December | 5% $465M $443M Page 15 2010 2009 Source: VisaVue Travel Data, 2009 - 2010
  • 18. Inbound Spending Patterns Chart 9 provides a representation of the percentage increase in expenditure in 2010 compared to 2009 by visitors from the top 10 visitor nations to British Columbia in terms of Visa payment card expenditure during the 2010 Olympic Winter Games. It can be seen that the percentage increases compared to the equivalent period in 2009 for these top spending nationalities ranged from 11 percent for UK to 1296 percent for the Russian Federation with most nationalities showing an increase well in excess of 50 percent. CharT 9. the toP ten sPending nationalities in British columBia in terms of Visa Payment card exPenditure during the 2010 olymPic Winter games comPared to the same days in 2009. 2010 2009 USA | +98% China | +105% United Kingdom | +11% Russian Federation | +1296% Australia | +47% Japan | +5% South Korea | +57% Hong Kong | +62% Norway | +311% Germany | +129% 0 10 20 30 40 50 60 $ Millions Page 16
  • 19. Table 3 presents the 10 countries that Chart 10 shows the split of total Visa payment won the most medals at the Vancouver card expenditure into key categories during 2010 Olympic Games. It is interesting to the Games period. It can be seen that the note that all except three of the nations key expenditure categories were ‘Retail’, appearing in Chart 9, representing the ‘Restaurants’, ‘Other Travel/Entertainment’ largest spending nationalities within British and ‘Lodging’, which are very similar to the key Columbia on their Visa payment cards expenditure categories in South Africa during during the Games, were from nations in FIFA World Cup™. the top 10 in terms of medal count. CharT 10. Percent 35 Table 3. leading medal Winning 30 countries in the 2010 VancouVer olymPic and Par alymPic Winter games 25 20 Country 15 1 united states 10 2 Germany 5 3 canada 4 Norway 0 auto Travel airlines lodging Other Travel restaurants retail rental agents & restaurants 5 Austria 6 Russia Chart 11 shows the percentage increase in Visa 7 Korea payment card expenditure in 2010 compared 8 china with 2009 - 2007. 9 sweden 10 France CharT 11. Percentage increase in Visa Payment card exPenditure comParison $6.5M $6.4M $6.0M $5.8M 2007 2008 2009 2010 Page 17
  • 20. Olympic Legacy One of the key factors for any Olympic Games This worldwide event also raised brand host city and country is the legacy that is left awareness for Canada. A study conducted by behind. It is critical for countries to be in a FutureBrand placed “Canada” in the number position to leverage the global attention events one spot of the FutureBrand 2010 Country like the Olympic Games can generate as well as Brand Index. According to FutureBrand, the 8 maximize investments made in preparation for strength of a country’s brand is determined the influx of inbound travelers. by levels of awareness, familiarity, preference, consideration, advocacy and active decisions Canada spent approximately $5.6 billion to visit. The index also weighs five categories preparation for the Games, including more including tourism, heritage and culture, value than $1 billion for a new Convention Center, system, quality of life and good for business as as well as more than $16.6 million upgrading the most significant factors that differentiate Vancouver’s Cypress Mountain, which hosted a brand. the freestyle and snowboarding events. 2 The report notes that Canada’s rise in Impact facts to consider: awareness was largely due to the positive • According to the Canadian Tourism effects of hosting the Olympic Games. Commission, total tourism spending in Canada increased by four percent to $13.8 billion in the In the years ahead, strategic planning and first quarter of 2010. 3 consumer insight will prove pivotal for Canada’s • In the months of February and March, Canada tourism entities in the maintenance of its experienced double digit growth in the total reputation as a world-class visitor destination. spend by inbound Visa cardholders compared to the same time period in 2009. 4 • Approximately 12,000 jobs were created to support the Games. 5 • Construction alone generated more than $1.2 billion worth of economic activity. 6 • Overseas markets spent more than $200 million on accommodations and more than $160 million on food and beverages during the first three months of the year. 7 2 “How Much is Games Investment,” MarketWatch.com, February 9, 2010 3 “Travel and Tourism, Economic Impact,” World Travel and Tourism Council, 2009 Report 4 VisaVue Travel Data, 2009-2010 5 “The Games Effect,” Price Waterhouse Cooper, Report 5, September 2010 6 “The Games Effect,” Price Waterhouse Cooper, Report 6, September 2010 7 “Travel Characteristics, Q1 2010,” Canadian Tourism Commission, 2010 8 Country Brand Index, Future Brand 2010 Index, November 2010 Page 18
  • 21. The Vancouver 2010 Olympic Winter was the people that made the difference. Games proved a powerful catalyst to People came to Vancouver and Canada, Vancouver and Canada’s tourism industry. and brought with them both an economic According to Rick Antonson, President contribution to the community but also & CEO of Tourism Vancouver, “Leading instilled a sense of pride in Canadians.” up to the Games in 2010 saw the arrival of infrastructure – assets, facilities and the like. During the Games and after, it Page 19
  • 23. Beijing 2008 Olympic Games As a global destination, the year 2008 was a major turning point for China as the world turned its attention to the Beijing 2008 Olympic Games. Leading up to the Games, Visa participated in a global alliance with China National Tourism Administration (CNTA) and the Beijing Tourism Administration (BTA) to promote tourism to China, improve China’s payment system and increase tourism revenues. Visa and its client financial institutions in China installed more than 90,000 ATMs and signed up some 216,000 merchant locations or outlets throughout China to help prepare for the influx of international visitors to the Games and beyond. For most of August 2008, international visitors joined the more than 11,000 athletes from 205 participating countries and territories in China for the Beijing 2008 Olympic Games, which had an immediate impact on China’s economy. On the first day of the Games, international Visa cardholders spent nearly $10 million on their Visa cards. Over the entirety of the Games, there was an increase in Visa card spend of 18 percent when compared with the same period in 2007. During the 2008 Olympic Games, the top Visa spenders were from the U.S., followed by Hong Kong, the United Kingdom, South Korea and Japan. Visitors from these five locations accounted for more than half of all Visa card spend in China from August 8-25, 2008. Not surprisingly, Visa cards were used primarily to pay for accommodations and to make retail purchases. CharT 12. toP contriButors to china inBound tourism (in us$ million) 35 30 spend in china during 25 olympic period aug. 8-25 20 15 10 5 0 a na m a n an ce ia n y e da n ly il ay nd en a a s nd an or si ic re az ic ai pa ti o ita al do an w hi w ed na la ay er fr sp ko ap Br tr m rla Ja ra or i ,c er ng a ta fr sw ca m al us er ng de n he h it z h ng ki a m a g ut ut si fe et sw of ko d so so te n n es g ia ni on at ss u st h ru d te ni u Page 21
  • 24. Table 4 shows the percentage increase in Visa payment card expenditure in 2008 compared to 2007 by visitors from the top 10 visitor nations to China during the 2008 Olympic Games period: • In general, increases were in excess of 15 percent, with most being in excess of 40 percent and ranging up to 128 percent. • Only South Korea showed a decrease. Table 4. In comparing the total expenditure across the 17 days of the 2008 Olympic Games compared to the same days in 2007, Chart 13 shows that there was a 15 percent increase. While this is considerably lower than what we’ve seen at other mega-sporting events, much of this can be attributed to two things – the onset of the global economic crisis and China reducing the number of visitor visas issued during the Games. 2 2 New York Times, “China’s Visa Policy Threatens Olympics Tourism”, June 24, 2008 Page 22
  • 25. An analysis of the increase in expenditure that occurred in China in the month immediately prior to the Games highlights the organic spend growth that was in place regardless of the Beijing 2008 Olympic Games. CharT 13. daily sPend during the BeiJing 2008 olymPic games $ Millions Aug-08 Aug-07 18 16 14 12 10 8 6 4 2 0 Aug-1 Aug-4 Aug-7 Aug-10 Aug-13 Aug-16 Aug-19 Aug-22 Aug-25 Table 5 shows the split of total Visa payment card expenditure into key categories during the Games. Page 23
  • 27. Chart 14 shows the percentage increase in Visa CharT 14. Percentage increase in payment card expenditure from 2006-2010. Visa Payment card exPenditure $4.7B While the Beijing 2008 Olympic Games played $4.3B $4.6B a significant role in boosting visitor spend during $3.8B the Games and throughout 2008, it is worth $3.5B noting that most key tourism destinations like the U.S., Canada and the U.K. have struggled to, or are slowly returning to pre-economic visitor spend levels. In China’s case, however, visitor spend level is at an all-time high, exceeding 2006 2007 2008 2009 2010 2008 levels. In 2010, China registered a record number of arrivals of 113.8 million visitors and international 2 tourism receipts rose 15.5 percent to $45.8 billion. In a bid to attract both the leisure and 3 business traveler, the country continues to host a number of successful international events, both in the capital Beijing as well as other large cities including the World Expo 2010 in Shanghai, which welcomed over 73 million visitors though its doors over six months. Over the next decade, 4 China is expected to add 10 million jobs in direct travel and tourism industries, boosting total employment to more than 27 million. 5 As tourism continues to grow, China can expect the effects of tourism spend to benefit the labor market and economy as a whole. 2 PATA, Annual Tourism Monitor 2011 – Early Edition 3 UNWTO World Tourism Barometer, Vol. 9, No. 1, February 2011 4 Shanghai Expo 2010 media release, “China bids farewell to successful Shanghai World Expo, November 1, 2010 5 The World Travel & Tourism Council, May 2010 Page 25
  • 28. Conclusion International payment cards are powerful indicators of international tourism expenditure, generally and mega-sporting events, specifically. Comparisons with equivalent periods in the previous year indicate renewed growth in tourism expenditure overall. In addition, where data was available for adjacent periods, there are indications that event related spending strongly surpassed general economic recovery impacts: • 57 percent for the 2010 FIFA World Cup South Africa™ • 81 percent for the Vancouver 2010 Olympic Winter Games • 63 percent for the Beijing 2008 Olympic Games A word of caution, as indicated earlier, Visa’s payment card data provides powerful indicators of visitor expenditure trends, in general, and has been used in this report to highlight increases in visitor expenditure that can be attributed to the staging of mega-sporting events. However, there are some limitations that must be recognized in relation to how these preliminary results are utilized: • The expenditure data examined here relate to broader areas other than just the immediate host areas for the events. • It is not possible to identify how much of the expenditure made by the international visitors during the respective events was actually associated with the events. • There can be a wide range of factors prompting an increase in visitor expenditure, and it is difficult to isolate the specific impacts of the events, although comparisons with other periods help. • At this stage, there are no estimates as to the proportion of total visitor expenditure that is made using Visa payment cards. • As the Visa payment card data relates to expenditure made only within the event destinations and/or countries, the expenditure made on airline bookings in the visitors’ origin countries are not necessarily included. A percentage of the expenditure made on airline bookings in source countries flows through to the event destination with the amount depending on the nationality of the airline. This is a powerful data set that can be used to complement existing techniques to estimate visitor expenditure in host destinations generated by mega-sporting events. Page 26
  • 29. Acknowledgements This document was developed in part by Greenearth.travel with the assistance of The DeHaan Institute, Nottingham University, Professor Marg Deery, Victory University, Melbourne and Professor Geoffrey Lipman. The data source, unless specified is VisaVue Travel Data 2006-2010 Page 27
  • 30. © 2011 Visa inc. all rights reserved. Page 28