[Source: IOC] The International Olympic Committee (IOC), the Gangwon 2024 Organising Committee (YOGOC) and the Gangwon-do Province, with the support of the Ministry of Science and Information and Communication Technology (MSIT), announce the launch of a metaverse focused on the Winter YOG Gangwon 2024 as an extension of the Gangwon-do Province’s Metaverse.

This unique virtual world offers a variety of interactive experiences to users all over the globe, helping to make Gangwon 2024 as inclusive and accessible as possible, particularly for young fans.

From virtual tours of the venues to games and challenges where fans can compete against other users in online mini games of ski jumping, bobsleigh and curling, the Gangwon 2024 Metaverse enables fans to engage with the YOG in new and exciting ways.

Users based in the Republic of Korea will also be able to enjoy streaming of sporting events.

The metaverse also provides an opportunity to meet and interact with other fans around the world as well as inspiring visitors to try new winter sports and learn about the Olympic values.

To ensure the metaverse is as accessible as possible, it features automatic translation of six languages (Korean, English, Spanish, French, Japanese and Chinese), while users are also able to create custom avatars for their digital experience.

This includes the ability to choose from 30 different characters featuring a variety of customisation options, such as hairstyles, body shapes and clothing options.

These avatars are also able to express a range of emotions – including joy, love, sadness, surprise and anger – while users are also able to make their character perform a variety of dances: hip-hop dance and a YOG-related dance.

Once they have created their custom avatar, users are able to freely move around the 3D virtual world, where they can visit digital recreations of nine YOG venues including fantastical elements, the Youth Olympic villages, and four tourist attractions in the host region.

Gangwon 2024 will also have a “Metaverse Experience” at the Gangneung Green City Experience Centre, where visitors will be able to virtually experience some of the winter sports with simulators, graphic panels and virtual reality kit.

The Winter YOG Gangwon 2024 will take place from 19 January to 1 February 2024, with approximately 1,900 athletes from 81 National Olympic Committees expected to take part.

Fans who want to see the next generation of potential winter sports stars can now apply for their tickets for Gangwon 2024 on tickets.gangwon2024.org.

The economic benefits of hosting major sporting events

When BBC News interviewed an Australian tourist in the heart of Birmingham city centre during the 2022 Commonwealth Games and received the response…

“It is totally different to how I expected it. I expected it to be industrial and horrible buildings. And it is amazing. I didn’t expect it to be so multi-cultural. I’ve loved it.”

…in one soundbite, it perfectly hammered home the importance of hosting major sporting events. They change perceptions, they get people talking about an area, and they encourage visitors to explore and enjoy a destination, and return.

Just as importantly, though, is the fact that big domestic and international major sporting events and championships equal big business for a city and region. You only have to look at a 2021 report ‘The impact of major events on London’s economy’ by London & Partners and Hatch to appreciate the huge benefits that sporting spectacles can bring.

Between 2017-20, England’s capital city hosted 757 events, including 305 sporting events, which brought an injection of £2.51billion into its economy, including £2.27 billion in visitor expenditure on items such as accommodation and food and drink.

Sport overall is a significant player in the UK economy. It contributed £48.9billlion gross value added (GVA) pre-pandemic, accounting for 2.6% of the UK total (source: The Power of Events).

The role of the 2022 Commonwealth Games and the Business and Tourism Programme 

The wonderful celebration of sport and culture served up by the Birmingham 2022 Commonwealth Games played a huge role in stimulating the West Midlands’ visitor economy as well as the sports economy and supply chains. 

It is not just about sports events and tourism, of course. The success of Birmingham 2022 and the results of the Business and Tourism Programme (BATP) – the first of its kind to be aligned to a Commonwealth Games – demonstrate that there is a much broader impact of hosting major sporting events on business growth, inward investment, jobs and skills.

In the 2022/23 financial year, the West Midlands attracted more foreign direct investment projects than Scotland and Wales combined, and bucked the national trend of a decline in FDI-related jobs.

Soft power

As the post-pandemic race to attract more major sporting events hots up, we are increasingly seeing evidence of ‘soft power’ playing a major part. The notion of a region’s ability to win sporting bids not through coercion or payment, but through the attraction of its culture, initiatives, values and policies, has the potential to boost the UK’s economy by at least £4billion by 2030.

That’s according to EY’s ‘The impact of major sport events: Study of soft power, trade and investment impacts’ report, which used Birmingham 2022 as a case study to highlight the event’s wider benefits for the West Midlands and UK.

The Games showcased “the UK as a leading economy and player within the Commonwealth that is open for business post-Brexit” and promoted “important agendas such as equality and sustainability”. The event also helped to build, leverage and reinforce vital relationships on a regional, national and international scale to “showcase industry and commitment to air quality”, “capitalise on Commonwealth connections”, “generate the feel-good factor seen at London 2012 and Glasgow 2014” and “work with embassies, DIT (now DBT) and VisitBritain (to deliver international tourism)”.

The French novelist Marcel Proust once wrote “The real voyage of discovery consists not in seeking new landscapes but in having new eyes” and hosting the Commonwealth Games has given the West Midlands and its people a new-found confidence and can-do attitude.

We told a story of welcome, inclusion and rebirth, which helped to change our self-perception of what we can achieve. We were – and continue to be – driven by purpose and impact, and are guided by our values to be innovative, youthful, inclusive, diverse and collaborative.

We have always said that last summer’s sporting spectacular must represent a starting point and not the finish line, and we are starting to build from that strong foundation in 2022 to create an exciting decade of opportunity. That means capitalising on the West Midlands’ venues and infrastructure – which, when combined, rival any city region in the world.

These range from shining new venues like Sandwell Aquatics Centre to Birmingham’s Alexander Stadium. The region also boasts iconic sporting settings like The Belfry and Edgbaston Stadium, and world-class arenas such as the NEC, Resorts World Arena and Utilita Arena. Its Premier League and EFL stadiums Molineux, Villa Park, St Andrew’s, The Hawthorns, Coventry Arena and the Bescot Stadium regularly host domestic and international football fixtures.

Across the West Midlands region, not only do we have the infrastructure, we have the passion, knowledge, experience and expertise to welcome and host events of any size or duration, and our efforts are starting to gain recognition.

Having appeared for the first time in the prestigious BCW Ranking of Sports Cities in 2022, Birmingham has improved its ranking to 33^rd this year. In a new report by Quantum Consultancy and Durham University Business School, Birmingham is the top English sporting destination for event hosting – highlighting the attention that the city has gained from athletes, fans and sports organisations on a global scale.

The SportAccord summit

Winning the right to host the prestigious SportAccord World Sport & Business Summit at the ICC next April – bringing together senior policy and decision makers from the top tier of world sport – has the potential to increase the West Midlands’ ranking among global major sporting event destinations even higher.

You only have to look at the numbers. We anticipate more than 1,500 international sports leaders and key decision makers to come together for six days in Birmingham and across the West Midlands, and it’s crucial that we put on a show for organisers and delegates.

In the lead up to, during and after hosting the summit, we will have direct access to the unique network of global sporting organisations that SportAccord represents – from the highest levels of the International Olympic Committee (IOC) through to 15,000 individual sporting federations and an estimated 50,000 event properties.

The most successful previous hosts of SportAccord – including the Gold Coast in 2019, which is now set to play a key role in the Brisbane 2032 Olympic and Paralympic Games – have leveraged this network and developed new relationships to build a strong pipeline of future hosting opportunities.

By showcasing the visitor experience for athletes, coaches, teams, spectators and fans – and promoting our great West Midlands venues, connectivity and expertise – we plan to make the maximum impact to provide a springboard for our future. It is an event, which will generate valuable opportunities for towns and cities across our region.

Walsall will seek to build on the town’s status as the home of British Judo by attracting other martial arts governing bodies, while Wolverhampton will aim to add to its rollcall of sporting fixtures, which currently includes boxing, darts and snooker. Solihull’s esports credentials and Sandwell’s state-of-the-art Aquatics Centre will also be on show as our destinations work towards bringing more high-profile sporting events to the region.

The West Midlands’ sporting calendar

To coin a sporting phrase, we have already put points on the board in our efforts to maintain momentum following the 2022 Games and keep the West Midlands in the global sporting spotlight.

We have an enviable platform, on which to build. Our sporting calendar includes the British Basketball League Trophy Finals, the Netball Super League, the All England Open Badminton Championships, Esports and gaming, Horse of the Year Show, World Indoor Athletics, snooker’s Players Championship, European judo and the International Blind Sport Federation (IBSA) World Games. This summer, more than 100,000 fans packed into Edgbaston Stadium for the thrilling first Test of the Ashes.

Looking ahead, the World Trampoline Championships in November, the first Kabaddi World Cup outside Asia in 2025 and the 2026 European Athletics Championships will entice even more sports tourists to enjoy the region’s offer.

If you also include the International Working Group (IWG) World Conference on Women & Sport 2026, and the launch of our £6million major events fund to attract more major events for the West Midlands, then we are already reaping tangible rewards.

The West Midlands is starting to wake up to its massive potential as a major sporting events host. Its distinctive history has already set the pace – from inventing lawn tennis and rugby to the creation of the Football League and forerunner of the modern Olympic Games.

Now, more than a century on, with world-class ‘ready to go’ facilities, multi-billion-pound advances to its infrastructure and a young, diverse population ready to embrace the region’s next big championships, the West Midlands is set to make the cut, step up to the plate and mix it with the established global sporting destination heavyweights.

Denmark's passion for cycling is not limited to the Start of the Tour de France. The nation's commitment to hosting major international cycling events extends to various disciplines within the sport, reflecting a deep-rooted love for cycling. Next year in Denmark, cyclists and riders will unite, qualify and participate in the UCI Gran Fondo World Championships. Denmark bids for both a World Tour for men and women 2025-2027, and the 2029 UCI Road World Championships. Alongside Denmark's bid for the 2029 UCI Road World Championships and the World Tour, the country has also demonstrated a strong commitment to hosting the 2024 UCI World Track Championships, and the 2025 UCI BMX World Championships.

Denmark's cycling legacy

Denmark's affinity for cycling is deeply ingrained in its culture, dating back over a century. Beyond the road races, the country has embraced cycling across various disciplines, making it a hub for both professional and recreational riders. Whether it's road cycling, track cycling, or BMX, Denmark has consistently produced world-class athletes and offered a conducive environment for enthusiasts to thrive. With a comprehensive network of cycling paths and a fervent cycling community, the country's dedication to the sport is unparalleled.

The national sporting event organization, Sport Event Denmark, has been part of the journey for more than 15 years from the early stages of the bidding process over the preparation stages to the staging and evaluation.

 In 2011, Denmark hosted the UCI BMX World Championships in Copenhagen, providing riders with a world-class track and enthusiastic spectators. In 2025, the event returns to Copenhagen. Hosting the World Championships underlines Denmark's dedication to promoting BMX and fostering the next generation of riders. The successful organization of the event in 2011 and the upcoming hosting of the 2025-edition is another testament to the country's commitment to different cycling disciplines, not just road cycling.

“Sport Event Denmark has been an integral part of the ride for more than 15 years, accompanying Danish national federations and host cities from the early stages of the bidding process through to meticulous preparation, event staging, and rigorous evaluation. Together, we've cemented Denmark as a global cycling hub, and we're ready to pedal into an even more exciting future," said Lars Lundov, CEO, Sport Event Denmark.

Promoting cycling in all its forms

Denmark's bid to host the 2029 UCI Road World Championships is a continuation of its tradition of promoting cycling in all its forms. The prospect of hosting the road championships, alongside the track and BMX events, solidifies Denmark's reputation as a cycling haven. The 2029 bid is backed by strong government support, as well as a comprehensive plan that includes well-designed race routes, logistical support, and a commitment to sustainability, all aimed at ensuring the smooth conduct of the event.

“Denmark's bid to host the UCI Road World Championships in 2029 and the ambition to host a World Tour for men and women 2025-2027 is a testament to the country's commitment to cycling. The events would provide a perfect platform to showcase Denmark's scenic landscapes and well-maintained cycling infrastructure. Hosting the Championships and World Tours would not only boost the country's tourism but also brand Denmark as a sporting event nation and destination. Finally and foremost, Denmark will offer the World of Cycling the very best staging for the benefits of riders, teams, and spectators,” said Lars Lundov.

Denmark the hub of Scandinavia

Denmark is easy to get to and easy to get around in. Denmark's geographical location further underlines its position as a prime host for various cycling events. Its proximity to cycling powerhouses like Belgium, the Netherlands and Germany offers easy access for participants and fans alike.

Denmark's unique geographical location in Northern Europe is a key factor in its ability to host a wide array of cycling events. Nestled amidst Belgium, the Netherlands, and Germany, Denmark's position is strategically advantageous. This proximity offers cycling enthusiasts and professionals easy access to international events, fostering an environment that encourages collaboration and competition.

Denmark's efficient and well-connected transport network ensures that participants, spectators, and their equipment can move seamlessly from one event to another. International airports and a comprehensive train system make it easy for riders and fans to traverse the country, creating a cohesive and interconnected cycling community.

Denmark's commitment to sustainability extends to cycling events as well. Efforts are made to minimize the environmental impact of these events, showcasing the country's dedication to responsible event hosting. Sustainable initiatives include waste management practices, and a focus on minimizing the carbon footprint of the championships.

Denmark equals cycling events

“With Denmark’s rich cycling history, government support, and strategic location, Denmark is well-positioned to create memorable and successful events, inspiring the global cycling community and bringing the UCI Road World Championships back to the scenic Danish landscape. Should Denmark's bid be successful, it will not only be a celebration of cycling but also a showcase of Denmark's commitment to hosting world-class sporting events. Denmark equals cycling events,” concluded Lars Lundov, CEO, Sport Event Denmark.

"Denmark equals cycling events" is not just a statement; it's a testament to Denmark's unwavering commitment to hosting and celebrating the world of cycling. With a legacy that spans over a century, Denmark has become synonymous with cycling events, showcasing excellence in various disciplines. The Danish passion for the sport, coupled with their strategic location in Northern Europe, has turned Denmark into a global hub for cyclists and riders, both amateur and professional.

As we look ahead, Denmark's reputation as a premier host nation for cycling events continues to grow, promising an even more exciting and dynamic future for the cycling community worldwide.

Upcoming cycling events in Denmark

2024 UCI Gran Fondo Svendborg. 08/06/2024 - 09/06/2024 | City: Svendborg

2024 UCI Gran Fondo World Championships. 28/08/2024 - 01/09/2024 | City: Aalborg

2024 UCI Track World Championships. 16/10/2024 - 20/10/2024 | City: Ballerup

2025 UCI BMX World Championships. July 2025 | City: Copenhagen

Bidding for

2025-2027 World Tour, Men & Women, Copenhagen

2029 UCI Road World Championships

Host City: We’re really looking forward to hearing you speak at Host City 2023. What are your expectations of this important event?

Consuelo Sanchez: As an emerging destination striving to create brand and destination awareness, our expectations for the 11th global Host City Conference in Glasgow are centered on networking, learning, exposure, partnerships, inspiration, and the development of a long-term vision.

We anticipate valuable networking opportunities with industry experts, rightsholders, and potential partners, as well as discovering adaptable best practices for our unique situation. With distinctive qualities setting Florida's Sports Coast apart, we aim to use this conference to showcase these unique selling points that make us an attractive choice for events.

Our aspiration is to gain fresh ideas and a renewed sense of purpose in our journey to be recognized as a respected event destination. This event is pivotal in establishing ourselves as such and securing our position as a hub for sports events.

Mathew Ratner: Maimi is as global brand and in order to keep the destination top of mind, we need to showcase ourselves to the world and there’s no better place than to be at Host City to meet and learn from the leading industry professionals that will be in attendance.

Host City: What role do events play for your local audiences and society?

Consuelo Sanchez: Sporting events play a multifaceted and significant role in the life of Florida's Sports Coast, Pasco County, FL, enriching both local audiences and our society. These events have far-reaching effects on various aspects of our community; they stimulate economic growth by drawing visitors who spend on accommodations, dining, and more, supporting local businesses and jobs. These events also promote community engagement, social cohesion, and cultural exchange, fostering a sense of togetherness and diverse cultural experiences. Furthermore, they offer opportunities for education, better quality of life by inspiring healthier lifestyles, and contributing to the region's infrastructure development. In essence, sporting events enhance the quality of life, cultural enrichment, and the overall well-being of our community.

Mathew Ratner: Sporting events play a significant role for local audiences and society in Miami, as they do in many other cities around the world. Sporting events provide a source of entertainment and recreation for residents. Miami is home to several professional sports teams, including the Miami Dolphins (NFL), Miami Heat (NBA), Miami Marlins (MLB), and Inter Miami CF (MLS), as well as numerous college and amateur sports teams. These teams offer a wide range of sports for fans to enjoy, from football and basketball to baseball and soccer.

Sporting events can have a significant economic impact on the local economy. Miami attracts tourists and visitors from around the world to attend games and events. These visitors spend money on tickets, concessions, hotels, restaurants, and other local businesses, contributing to job creation and economic growth in the region. Miami's status as an international sports destination attracts high-profile events, such as FIFA World Cup, Super Bowl, Formula 1, World Baseball Classic, NASCAR and major tennis tournaments, showcasing Miami to a global audience, boosting the city's tourism industry, and promoting it as a desirable place to visit and live.

Host City: What are the other elements of your event hosting strategy going forward?

Mathew Ratner: Our event hosting strategy for Florida's Sports Coast combines diversification, infrastructure investment, marketing, community engagement, partnerships, and post-event evaluation. We prioritize diversifying our portfolio by hosting a broad spectrum of events, including youth, adult, conventional, and non-conventional sports, as well as adaptive sports. This approach helps us attract a wide range of athletes and spectators while supporting underserved sports audiences.

Furthermore, we are committed to investing in sports infrastructure through the construction and renovation of top-notch facilities. This not only appeals to event organizers but also benefits our local sports community.

In terms of marketing, we leverage digital platforms, social media, and collaborations with event organizers to showcase Pasco County's unique attributes and emphasize our dedication to hosting successful events.

Collaboration with sports organizations, event planners, and local businesses is integral to our approach, as these partnerships contribute to effective event management and positive experiences for all involved. After each event, we conduct thorough evaluations to gather feedback and insights, facilitating continuous improvement and better experiences for all stakeholders.

In our pursuit of event hosting excellence, we are firmly focused on building long-term partnerships. By fostering these enduring relationships, we aim to provide not only memorable experiences but also sustainable, mutually beneficial connections for event organizers and their participants. Our commitment to the long-term is a cornerstone of our strategy, ensuring that we continue to be the preferred destination for years to come.

Mathew Ratner: Miami is a diverse and multicultural city, and sports can serve as a unifying force that brings people from different backgrounds together. People of all ethnicities and backgrounds come together to support their teams and countries, fostering a sense of unity and cultural integration.

Miami is known for hosting a wide range of sporting events from world-class marathons to dragon boat racing. There is a venue in Miami that can suit most major events that don’t involve snow –

and we can probably create that environment if we need!

We’ve always had a strong sense of community and when a major event comes into town, the destination comes together to put on the best event possible. This collaborative community effort is essential to Miami’s success in hosting events.

About The Florida Sports Foundation

The Florida Sports Foundation, a 501(C) 3 non-profit corporation, is the official sports promotion and development organization for the State of Florida. It is charged with the promotion and development of professional, amateur, recreational sports, and physical fitness opportunities that produce a thriving Florida sports industry and environment. With a seemingly endless list of sporting ventures and venues, the Florida Sports Foundation strives to promote Florida’s unique sports industry. The Foundation’s staff is dedicated to serving the needs and interests of Florida’s sports community and assists with all questions concerning Florida sporting activities and issues.

For more information visit: https://playinflorida.com/

Host City: How important are events for tourism and economic growth in Atlantic Canada?

Stefanie Turner: Events are fundamental drivers of tourism and economic growth in Atlantic Canada. They serve as magnets, attracting visitors from various regions, both nationally and internationally. These visitors contribute significantly to the local economy by spending on accommodations, dining, transportation, and other goods and services. Events generate revenue not only through ticket sales but also by promoting local businesses and products while enhancing the region's marketability. Furthermore, events create jobs and stimulate investments, providing a vital boost to the economy of Atlantic Canada.

Host City: How would you describe the social and cultural impacts that major events can achieve?

Stefanie Turner: Major events have the power to transform communities socially and culturally. They foster a sense of pride and unity among residents, encouraging active participation and volunteerism. These events celebrate the unique cultural heritage of Atlantic Canada, showcasing its traditions, arts, and culinary delights. They provide a platform for local artists and musicians to display their talents, preserving and promoting the region's cultural identity. Major events often incorporate educational components, raising awareness about local history, environmental conservation, and social issues, contributing to a more informed and socially conscious society.

Host City: How important is partnership work for you as an organization? What are your key relationships and how do you go about nurturing them?

Stefanie Turner: Collaborative partnerships are vital for Event Atlantic's success. We engage in close cooperation with various government entities at the federal, provincial, and municipal levels, as well as national organizations such as Sport Tourism Canada and Festivals and Major Events.

Our collaborations extend to venues, community organizations, the local supply sector, and dedicated sponsors, all of whom play a crucial role in ensuring the success of our organization and the events hosted by our members. Establishing strong relationships with these stakeholders is built upon principles of open communication, mutual respect, and shared objectives. We actively involve our partners in our organization's growth planning process through our 'Meeting of the Minds' working groups.

We publicly recognize their valuable contributions via our Excellence Awards Program and create networking opportunities and collaborative sessions at our annual Event Summit. Additionally, we host regular meetings with our federal and provincial partners, fostering connections not only between us and them but also among the partners themselves. We firmly believe in the power of mutual learning, acknowledging that everyone has something valuable to share.

Our partnerships serve as platforms for this reciprocal education, driving the entire industry forward through shared knowledge and experiences.

Host City: The theme of Host City 2023 is “Driving and Reacting to Change.” What are the major changes that are impacting event hosting in Atlantic Canada?

Stefanie Turner: Certainly, the landscape of event hosting in Atlantic Canada is undergoing significant transformations due to several key factors. There is a heightened emphasis on sustainability and environmental responsibility, with event organizers increasingly adopting eco-friendly practices and initiatives to reduce their ecological impact. Additionally, the integration of technology has become a prominent trend, enhancing the overall event experience for attendees and expanding the reach of events to a larger audience. Furthermore, there is a growing focus on inclusivity, diversity, and social responsibility, with events becoming platforms to celebrate various cultures and traditions.

However, challenges such as staffing and volunteer shortages pose hurdles in organizing these events effectively. Moreover, inflation has impacted budgeting and financial planning for events, requiring careful consideration of resources. Another noteworthy change is the extension of the event hosting season into shoulder months, allowing for more diverse and year-round event opportunities. Alongside this, there is a positive shift in perception, with increased recognition of the positive impact that event hosting can have on the local community.

Communities are understanding the economic and social benefits, fostering a more supportive environment for events. In this evolving landscape, sponsors are also changing their approach, preferring experience over exposure when approached for support. This shift indicates the importance of creating meaningful and engaging event experiences that resonate with both sponsors and attendees, emphasizing the value of the event beyond mere visibility. These collective changes are shaping the future of event hosting in Atlantic Canada, driving the industry towards a more sustainable, inclusive, and impactful direction.

Host City: What kind of changes are you looking to bring about as an organization?

Stefanie Turner: Event Atlantic is dedicated to instigating positive change within Atlantic Canada. We are actively working towards establishing stronger hosting partnerships among neighbouring municipalities and provinces, shifting from traditional competition to collaborative efforts.

This approach will pave the way for Atlantic Canada to host larger-scale events, contributing significantly to the region's growth. Our focus lies in supporting the creation of memorable and impactful experiences for event attendees.

Concurrently, we are committed to fostering a more sustainable, inclusive, and socially conscious event landscape in Atlantic Canada. To achieve this, we will continue to provide extensive professional development opportunities tailored to current industry needs, develop essential resources for the Atlantic Canadian event industry, actively promote the region, and continue to celebrate the contributions of those individuals and organizations that enhance the success of events in Atlantic Canada.

Through these initiatives, we are determined to elevate the event industry in the region and leave a lasting positive impact on Atlantic Canada. To find out more visit https://eventatlantic.ca/

More than 200 owners, organisers and hosts of the world’s greatest events gathered in Glasgow, Scotland at Host City 2023 under the theme “Driving and Reacting to Change”.

Artificial intelligence, climate change and Generation Z were among the concerns addressed by representatives of Paris 2024, Milano-Cortina 2026, LA28, Cirque de Soleil, FIFA and many more.

The 10th edition of Host City, the greatest meeting of cities and sports, business and cultural events, took place at the Technology & Innovation Centre on 20-21 November with the support of Global Presenting Partners and Hosts, Glasgow Life and EventScotland. Attendees came from Europe, the Americas, Africa, Asia and Oceania.

In her opening remarks, Susan Deighan, Chief Executive, Glasgow Life, said: “High profile events undoubtedly contribute to a city’s economy and identity and over the past two decades Glasgow has cemented its reputation as the perfect location for international events.

“Glasgow is a pioneer and an architect of its own future which has led the way in reacting to change.”

“Looking ahead, how will host cities respond to ensure that equality, diversity and inclusion are not just fashionable buzz words?

“We must commit to collectively making a genuine effort to drive the change that celebrates access for all.”

Paul Bush OBE, Director of Events, VisitScotland, covered a range of topics in his opening remarks including governance, sustainability and the impact of technology.

“AI and other technologies are a having a transformative impact on events but the balance between automation and human interaction will be key considerations to understand and navigate going forward,” said Bush.

He also impressed on the audience both in his opening remarks and in the panel discussion on the strategic development of destinations through sport and events, the challenge around funding and the importance of demonstrating the impact of events through robust measurement.

“We are all very privileged to work in this sector but as I have said previously, I would encourage all of you to continue to extoll the values and benefits of the sector to ensure that our funding partners whoever they may be, governments, commercial or the paying spectator continue to support and be excited by events!” he said.

David De Behr, Head of Sales, Major Events, Aggreko, said the events industry had been on a “rollercoaster” over the past four years.

“We went from 2019 where the world was exploding with events to the darkest period ever where we had to react to just survive. And here we are at the end of 2023 – a year that has been massive.  It has been bigger than 2019 and it has been non-stop.  More and more sporting events, bigger music festivals and larger conferences.

“I am confident that our industry will drive and react.”

There were a total of 60 speakers across 20 panels and presentations addressing the most pressing concerns in the industry today. 

Vikram Philip Rajkumar, Account Director at Satisfi Labs, outlined the impact of AI across sports, entertainment and tourism.

“AI is not coming – it is here,” said Rajkumar.

“Whether you integrate it or not, your fans and consumers are going to bring it to your doorstep and demand those services.”

Petra Sörling, IOC Member and International Table Tennis Federation President and Damien Combredet-Blassel, Director of Impact & Heritage of the Paris 2024 Organising Committee participated on a panel focusing on the strategic development of destinations through sport and events.

Combredet-Blassel underlined the efforts of Paris 2024 to get people active in France with an initiative that promotes 30 minutes of exercise a day, which drew praise from Sörling.

"We need to activate people, so what Paris is doing is brilliant,” said Sörling.

“If people are active, they are more keen to watch sport and stay active which is good for the city.”

Hilary Ash, Vice President of Games Delivery & Infrastructure at LA28 Olympic & Paralympic Games, was also among the speakers.

She gave an overview of the use of existing venues and the Games Plan including the sports programme and venue mapping.

“We are at a really exciting pivot," said Ash, following the confirmation that cricket, squash, lacrosse, flag football and baseball/softball will be the additional sports at LA28.

“We are in the operational delivery phase and going into a greater level of detail now we have a formal masterplan.”

Giulio Alessandrini, Director of Venues & Infrastructure, Fondazione Milano Cortina 2026 Organising Committee for the Olympic and Paralympic Winter Games, outlined the overlay infrastructure plans and the challenges facing the event, including global warming that threatens the future of winter sport.

“Climate change is a hot topic and the Winter Olympics rely on the climate,” said Alessandrini.

"We don’t know how much snow will be there in 2026 but we are trying to plan as much as possible.

"We are improving snow-making technologies."

Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society highlighted the disparity in investment between major short-term sporting events, which move around the world, and resident arts festivals.

“I feel that we host the cultural Olympics in Edinburgh,” said McCarthy.

Ben Avison, Conference Director at Host City, said: “We’re delighted to be back to pre-pandemic attendance levels for Host City. 

“We are clearly in a different world in terms of the pressure on public sector expenditure, which impacts heavily on our events industry, so we are extremely pleased to have such good numbers at Host City in Glasgow, Scotland.

“It has been great to hear how the industry is driving change in areas including policy objectives, fan engagement and digital twins for event planning, but in other areas such as artificial intelligence and climate change we are still reacting to change.”

Reporting by Geoff Berkeley.

Host City 2023 took place with the support of Global Presenting Partners and Hosts EventScotland and Glasgow Life. For further information contact ben.avison@hostcity.com

Host City: The events landscape is increasingly competitive, and in the current financially challenging environment, why does Glasgow continue to host major events?

Susan Deighan: Glasgow has an immensely strong record of delivering some of the world’s biggest events, from the Commonwealth Games to COP26, and, this year, the inaugural UCI World Cycling Championships. These significant world events contribute to the city’s economy and identity and over the last decade Glasgow has cemented its reputation as the perfect location for international events.

Yet every bid is rooted in the local. Each decision to bid for or host a major event rests in Glasgow’s policy ambitions. While traditional economic benefits are still key, increasingly the focus is on creating a tangible, worthwhile legacy for the city and its communities.

We believe that the city’s events programme provides the people of Glasgow with the opportunity to benefit in the longer term, from the enhanced opportunities for participation leading to improved health, and wellbeing outcomes.

Major events can be a catalyst for change in societal behaviours, and aligning with local aims to encourage a healthier and more active population has countless benefits.

Take this summer’s Cycling events and their long-term impact. The city of Glasgow is committed to improving access to cycling for all, to active travel, to volunteering, to becoming a healthier, happier, and more sustainable city. For Glasgow, the UCI Cycling World Championships were an incredible opportunity to change a great city for the better.

As a world-leading festival and events destination, Glasgow is capitalising on major events to generate global exposure, developing, and promoting the city’s enviable international brand, People Make Glasgow. In addition, it is a driver for generating positive social impacts. We have recently recruited our first Social Impacts Development Manager, who is responsible for developing and evidencing positive outcomes for local communities and ensuring this is part of our event planning process.

Host City: The theme of this year’s conference is Driving and Reacting to Change. Is Glasgow an innovative city?

Susan Deighan: As you touched on, Glasgow is operating in an increasingly competitive environment, I think this has encouraged us to draw attention to Glasgow’s USP.

In recent years Glasgow has, in partnership with others, created brand new events. In 2018 Berlin and Glasgow successfully co-hosted the inaugural European Championships. In August, Glasgow was at the centre of the biggest cycling event in the world, when it welcomed the first-ever UCI Cycling World Championships to Scotland.

Glasgow is a trailblazer; some might say a disruptor. From scratch, we have created completely new major events, which have succeeded and have gone on to be hosted elsewhere. We have an enviable reputation for being a successful host city, making Glasgow a stand-out candidate when international sport bodies are considering where to host their event. They can look at our innovative events history and trust Glasgow to deliver confidently and expertly.

Host City: Continuing to consider reacting to change, how might evolving audience attitudes drive change for host cities?

Susan Deighan: Glasgow has welcomed the Host City Conference to our city for nine years. It returns to Glasgow again this year because we use this gathering of leading destinations, rightsholders and organising committees as an opportunity to pose and discuss the tough questions facing our industry.

 This year we will focus on driving and reacting to change. I am confident issues such as what is important to Gen Z will be tackled. How will environmental values push major events to drive innovation through sustainability initiatives, which in turn push governments on towards net zero targets.

Glasgow’s approach to this, across the range of events the city hosts, has led to our ranking 8th in the world on the Global Destination Sustainability Index. The ranking positions Glasgow as the first city out with Scandinavia, and the only UK city, to appear in the top ten, maintaining this will be key when hosting future events.

Will the rise of the mega event continue or will joint pan-destination bids like the UK and Ireland’s Euro 2028 become the new norm in international sporting events? Should the historical significance of an event be enough to guarantee its continuation? Continuing to deliver successful events will rest on being brave enough to challenge the status quo.

Given changing tastes, landscapes, and attitudes, we must consider, adapt, and respond to what makes an event relevant to its audiences.

Host City: Equality, diversity and inclusion are increasing buzzwords; has Glasgow made a genuine effort to influence a shift in the events the city has hosted?

A: Yes. I have watched Glasgow flourish by committing wholeheartedly to the transformative power of investing in culture and sport for all. The city has hosted an amazing array of civic events, from the Garden Festival in 1988 and City of Culture in 1990 to the UEFA Champions League Final in 2002 and the opening of the Hydro in 2013, the incredible 2014 Commonwealth Games, the UN Climate Change Conference in 2022 and, this summer, the UCI Cycling World Championships.

This year Glasgow is celebrating soaring up the annual World’s Best Cities Report from 93^rd last year to 61^st, second in the UK after London, and our role as European Capital of Sport. I think one of the reasons we were the first city to be awarded this accolade for a second time is because we recognise that sport can be an immensely powerful way of bringing diverse communities together. It inspires passion, engagement, and identity like few other things.

At Glasgow Life we believe access and participation are universal rights, which can have profound lifechanging impacts.

For these reasons we are pleased to have worked with UCI to combine all para-cycling events into the main competition programme at this summer’s World Cycling Championships. We support equal prize money for men and women and, personally, I was incredibly proud to watch the elite women’s road race bring eleven days of outstanding competition to a close in Glasgow this summer.

Host City: Looking at evolving sports and formats, what does the future of events in Glasgow look like?

Susan Deighan: 2024 is another significant year as we prepare to be in the international spotlight again with World Athletics and the World Irish Dance Championships.

History and experience continue to deepen my belief that major events have the power to change people’s behaviour at a societal level.

As competition to host events increases from across the globe, and while the financial situation at home remains challenging, it is important we take stock.

In this time of change, Glasgow continues to collaborate with partners and is currently developing a new events strategy. As an innovative host city, with a successful record of reacting to change, Glasgow will respond to the enlightening, exciting and inventive ideas emerging from these discussions, to ensure Glasgow remains at the forefront of event organisers’ go-to cities when deciding on a host city.

Register for Host City 2023 here: https://www.hostcity.com/host-city-2023/register

Host City: The theme of this year’s conference is ‘Driving and reacting to change’. Can you share some thoughts about how the events industry in Scotland is both responding to and proactively evolving in a rapidly changing landscape?

Paul Bush: Following the events of the last few years, we all find ourselves living in a new world that has seen us all having to drive and react to the change brought on by local, national and global events. The impact of Covid, Brexit and the global economic crisis have required us all to respond in different and innovative ways as these events impact on our industry.

The events industry is a dynamic ecosystem where adaptability and external influences are vital for success.  We regularly have to respond to emerging trends and challenges, none more so than recently.  In addition to the above, we are faced with change across a range of areas including technology, regulatory compliance, commercial revenue streams, funding landscapes, safety and security and consumer expectations.  All of these are forcing the need to be more creative, flexible and to make some difficult decisions in some cases.

In Scotland, our national events strategy, Scotland the Perfect Stage, has ensured we have been well placed to respond to this rapidly changing landscape. First published in 2008, it has been the cornerstone of much of the country’s success over the last 20 years, helping us develop into a world leading events destination that has attracted and delivered some of the world's biggest events alongside supporting our enviable portfolio of annual events and festivals.  

Our recent successful hosting of the 2023 UCI Cycling World Championships is just one of the many great examples of this over this time. Awarded to Glasgow and Scotland in 2019, we were the UCI’s choice to host the inaugural event based on the unrivalled success of our events sector at hosting world-class events along with our existing built and natural environment infrastructure that we had been developing for a number of years. Of course, with a mega-event of this scale we had to adapt, be flexible and respond to a range of global and UK challenges but our experience stood us in good stead to ensure we were not overwhelmed by them. 

While we continue to face challenges, especially in relation to the events workforce and supply chain, the national events strategy has allowed Scotland to successfully establish a global reputation for excellence in event delivery that is supported by a strong and dynamic events industry that is able to respond to and evolve to the changing events landscape to ensure we continue to produce a world-class portfolio of sporting, cultural and business events.

Host City: There is currently a review of Scotland’s national events strategy ‘Scotland the Perfect Stage’ that will extend its term to the end of 2035.  What were some of the key priority areas coming back in terms of response to the public strategy consultation which took place earlier this year? 

Paul Bush: The strategy was last updated in 2015 to cover the period between 2015 and 2025. Following the wide-scale global challenges across last few years, now is the right time to review and update the strategy to provide a renewed strategic focus for all involved in any aspect of planning, securing, supporting and delivering events of all sizes in Scotland between 2025 and the end of 2035.

In March, the Scottish Government launched a 14-week public consultation to get views on the strategy. The consultation, which saw 102 responses to the online survey and feedback from more than 220 participants at the regional engagement and sector workshops, highlighted a number of key priority areas including boosting the economy and enhancing wellbeing and community engagement. These were considered to be the most important strategic priorities for events over the next 10 years.

Other priorities include ensuring there is legacy and clear benefits for the local community when hosting mega events as well as maximising skills development opportunities around them. A greater focus on equality, diversity and inclusion was also highlighted, and 61% of respondents also thought the events sector is an attractive place to work so again; this is an area where we need to continue showcasing the benefits of the sector.

Host City: Looking to the future, what does success look like for Scotland in terms of the refreshed strategy?

The national events strategy has already helped Scotland achieve so much. It has been the cornerstone of our success of the last 20 years, helping bring major events from the 2003 and 2014 MTV Europe Music Awards, the 2014 Commonwealth Games and the 2014 Ryder Cup, to the 2019 Solheim Cup, UEFA EURO 2020 and COP26. It has also supported the continued development of a range of annual events including the Edinburgh Festivals, Wigtown Book Festival, The Royal National Mod, and Paisley Halloween.

Looking to the future, success for Scotland in terms of the strategy will be ensuring we have a financially robust and sustainable events sector that delivers both significant economic and social benefits for the country. It will also continue to help showcase Scotland, its values and its assets to a global audience, while also contributing positively to the physical, mental and social health and wellbeing of its people and communities.

Few industries have the impact events do and in Scotland our events programmes drive collaboration, innovation and strong impacts against a wider range of Scottish Government policy areas. The key to continued and future success will be ensuring we better demonstrate the value and impact they bring, especially around sustainability, EDI (equality, diversity and inclusion), and health and wellbeing.

Events also provide a range of employment possibilities, and we therefore must ensure it continues to be an attractive sector to work in that fairly rewards its workforce with regards to pay, conditions, security and opportunities if we are to continue to be the perfect stage for events. 

Host City: This is your 11^th Host City, what are you looking forward to this year and what can people expect to hear from you?

Paul Bush: First of all, we are delighted to once again be a Global Presenting Partner for this year’s event.   It takes a huge effort to attract, secure and plan a two-day conference of this scale so a special thanks to all those involved so far. Host City is always a great opportunity to meet with colleagues from around the world and share learnings and new ideas from the last 12 months, as well as look to the future.

Once again there is a great agenda across the two days with some really interesting topics being covered including AI, monetisation, sustainability, EDI (Equality, Diversity and Inclusion), and event delivery, all of which continue to be at the forefront of our thinking as an industry.

I look forward to seeing everyone in Glasgow at the Technology and Innovation Centre on the 20 to 21 November.

Host City 2023: Register here: https://www.hostcity.com/host-city-2023/register

Senior leaders of the organising committees of the next three Olympic Games have confirmed to speak at Host City 2023 in Glasgow, Scotland on 20-21 November.

Taking place with the support of Global Presenting Partners and Hosts Glasgow Life and EventScotland, this year’s event brings major event owners, organisers and hosts from all over the world together at the Technology and Innovation Centre around the conference theme of Driving and Reacting to Change.

And this year, senior figures from the LA28, Milano Cortina 2026 and Paris 2024 Organising Committees of the Olympic and Paralympic Games are among the confirmed speakers.

Hilary Ash, Vice President, Games Delivery & Infrastructure, LA28 will give a Fireside Chat on what's next for the LA 28 Olympics. She will share a unique overview of the LA28 Olympic and Paralympic Games vision and mission; sport parks concept and use of existing venues and Games Plan including sports programme and venue mapping.

Ash is instrumental to LA28’s technical operations and Games delivery planning, specifically for the sport and venue masterplan and budget considerations. She led the development of the bid books. She was a 2019 Recipient of the Sports Business Journal New Voices Under 30 Award. Previous roles included and producing ESPN X Games and the Rose Bowl Game.

Giulio Alessandrini, Head of Venues & Infrastructure, Fondazione Milano Cortina 2026 Organising Committee for the Olympic and Paralympic Winter Games is speaking at Host City on the panel Changing Venue Requirements. He has a wide knowledge of the sport industry infrastructures, including venue design, procurement and commercial strategies, site management and events delivery.

Previously, Giulio was Senior Technical Services and Overlay Manager at FIFA, where he headed the planning, scoping and implementation of all overlay infrastructures across a number of FIFA tournaments, including the FIFA World Cup Qatar 2022, FIFA Women’s World Cup France 2019 and several others. Before that he worked within several Organising Committees including Baku 2015 European Games, Gold Coast 2018 and Glasgow 2014 Commonwealth Games, and delivered overlay at the London 2012 Olympic and Paralympic Games and Delhi 2010 Commonwealth Games.

Carole Colin Kjaer, Digital, CRM and Data Director at Paris Organising Committee for the 2024 Olympic and Paralympic Games, brings more than 20 years of experience in marketing and digital in the sports and consumer goods sectors. She has spent more than 12 years at the Carlsberg Group before joining Paris 2024, where she was in charge of sports sponsorship including Euro 2016.

Other speakers at Host City 2023 include Petra Sörling, IOC Member and President, International Table Tennis Federation (ITTF); Vlad Marinescu, Director General, International Judo Federation and President, International Esports Federation; Jimena Saldaña, CEO / Secretary General, PanamSports Organization; Abi Ijasanmi, COO, CAF; John Langford, COO, AEG Europe; Jana Ebert, Conference Manager, European Society of Human Genetics; Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society; Susan Deighan, Chief Executive, Glasgow Life; Paul Bush OBE, Director of Events, VisitScotland and many more leading figures from the owners, organisers and hosts of the world’s greatest sports, business and cultural events.

Host City taking place at the Technology and Innovation Centre in Glasgow, Scotland on 20-21 November with the support of Global Presenting Partners and Hosts Glasgow Life and EventScotland.

For speaking and hosted buyer opportunities, contact ben.avison@hostcity.com. For sponsorship, exhibition and commercial enquiries contact adam.soroka@bric.com

[Source: IOC)] IOC Honorary Members Beatrice Allen, Sir Craig Reedie and Ung Chang, as well as Andrzej Kraśnicki, the former President of the National Olympic Committee of Poland, were today awarded Olympic Orders in a ceremony held during the 141^st IOC Session in Mumbai, India. All awardees were introduced by HSH Princess Nora of Liechtenstein, Delegate Member for Protocol.

Beatrice Allen, from Gambia, was an IOC Member from 2006 to 2020. An expert in international development and gender issues, Mrs Allen enjoyed a long and storied career in her native Gambia as well as internationally within the United Nations Development Programme (UNDP). Mrs Allen also occupied numerous positions within sporting institutions in Gambia as well as being a member of several IOC Commissions.

Presenting her with the Olympic Order, IOC President Thomas Bach said: “You have dedicated your life to making the world a better place through sport and to improving the lives of our fellow human beings.” Emphasising Mrs Allen’s role as a tireless advocate for gender equality, President Bach continued: “Promoting women in and through sport has been a central theme throughout your career. Whether as the Head of the Gambia Softball Association, as Chair of the ANOCA Women and Sports Commission, whether as Vice President of the World Baseball Softball Confederation or as President of the Gambian NOC – you have made it your mission to advance the role of women on and off the field of play. For over a decade, the IOC has been able to count on your great experience, especially the many IOC Commissions where you actively contributed with all your expertise, knowledge and insight. With your vision, your energy and exceptional personality, you have made your mark in the Olympic Movement and for this we will always be grateful.”

Sir Craig Reedie joined the IOC membership in 1994. A keen sportsman, Sir Craig began his sporting career as a national and international badminton player. After retiring from competitive sport, he went on to make a name for himself as a leading sports administrator. His early foray into sports administration was within his own sport as Chair the Scottish Badminton Union. He subsequently rose to become President of the International Badminton Federation, where he led the successful campaign to include badminton on the Olympic programme. He chaired the British Olympic Association for over a decade, during which he played a key role in London's successful bid for the Olympic Games 2012. He was a key figure in the World Anti-Doping Agency (WADA).

Praising Sir Craig’s contribution to the IOC and the Olympic Movement, President Bach explained: “He joined the IOC in 1994, bringing his expertise to bear in numerous IOC Commissions, and later on as well as a member of the IOC Executive Board and IOC Vice-President.” Addressing him directly, President Bach said: “Dear Craig, as the third President of the World Anti-Doping Agency, you had to go through some of the most difficult periods of this organisation. But with all your diplomatic skills, your good sense of humour and your openness, you finally managed to navigate the rough waters and finally steadied the ship.”

Both Mrs Allen and Sir Craig should have received their Olympic Orders in 2021 and 2022 respectively, however with the global pandemic and the associated restrictions, the IOC chose to wait to award them for a time when it was possible to celebrate them in person among friends and colleagues.

A third Olympic order was awarded IOC Honorary Member Ung Chang of the Democratic People’s Republic of Korea (DPRK), who joined the ceremony by video link. In his absence, the Order was collected by his son, John Chang.

Addressing the assembled audience, President Bach explained: “For decades, Ung Chang has been a driving force to promote the role of sport in the Democratic Peoples’ Republic of Korea. [He] was always the bridge connecting the Olympic Movement with the Olympic community in the DPRK. Throughout his illustrious career in sport, whether at the National Olympic Committee, at the Olympic Council of Asia, as IOC Member and as an active member of many IOC Commissions, Ung Chang was above all a trusted advisor, who always built bridges of friendship and understanding through sport and its values. He continues to do so today even as IOC Honorary Member, ensuring that the DPRK athletes will always be a part our Olympic community.”

Addressing Mr Chang directly, President Bach said: “My dear friend, even before my election as IOC President, I could always turn to you for your advice and your wisdom. This trustful connection even deepened, and this proved to be invaluable in addressing the often complex challenges that we faced together.” He continued: “Ahead of the Olympic Winter Games PyeongChang 2018, you again played an essential role when it came to the negotiations about the participation of the NOC of the DPRK in PyeongChang. Again, you were the bridge connecting the DPRK to the wider Olympic Movement in the discussions leading to the Lausanne Declaration – the agreement that made the participation of the athletes of the DPRK in PyeongChang possible. […] you made a great contribution which ultimately led to the unforgettable Opening Ceremony, when the athletes from the Republic of Korea and the DPRK marched together as one team behind one flag, the Korean Unification Flag, sending a powerful message of peace to the world. For this, we will always be grateful to you.”

The final Olympic Order of the Session was awarded to Mr Andrzej Kraśnicki, the former President of the National Olympic Committee of Poland. 

Describing Mr Kraśnicki’s contribution to sport, President Bach said: “The strong standing of Polish sport in the world today is the result of a long journey of modernisation. The person who took this modernisation to new heights is Andrzej Kraśnicki – a highly respected leader. Highly respected by the athletes, the Olympic community in Poland but also highly respected by the world of politics, business and culture in his country. He put all these great relationships at the service of sport in his country. It was under his leadership – and thanks to the respect that he also enjoyed at the European level – that the European Games were awarded to Poland. As IOC President, I am very grateful that he strengthened the Olympic Movement in Poland – always defending and promoting the autonomy of sport – and for being such a reliable partner of the IOC.”

Addressing Mr Kraśnicki directly, President Bach said: “I always knew that you were a person with a big heart, which you always showed to me and to so many of your friends. But it was during the difficult times that your big heart and especially your compassionate human side shone most brightly. Your humanity was plain for all to see when the Polish NOC under your leadership received countless athletes and members of the Ukrainian Olympic community who were fleeing their county after the Russian invasion. In this time of their greatest need, you offered shelter and assistance, you opened the facilities of Polish sport to them. You stood by their side in their darkest hour and it is acts of solidarity like these why we all admire you. Not only as a great sports leader but as a true humanitarian. You really have made the world a better place through sport, my dear friend.”

Among the other personalities honoured during the Session were Mr Mamadou Ndiaye of Senegal, who was elected to the membership in 2015. Although he is stepping down at the end of 2023, Mr Ndiaye will remain a member of the IOC Commission for the Coordination of the Games of the XXXIII Olympiad Paris 2024 and will be closely involved in the 4^th Summer Youth Olympic Games Dakar 2026.

The Olympic Order is the highest award of the IOC, given for distinguished contributions to the Olympic Movement.

Ed: Sir Craig Reedie GBE is the long-standing chairman of Host City, having spoken at every edition since its launch in 2014.