The Olympic Games are the world’s largest and most influential sporting event, with far-reaching effects on the economy, tourism and environment of the host city (and even the host country). The 2024 Paris Olympics will be a major driver of tourism to Europe, which could have a knock-on effect on various sectors, especially tourism, and boost economic growth in France and, ultimately, Europe.
The World Tourism Indicators 2024 predicts that global tourist arrivals will reach 1.3 billion by the end of the year, indicating a strong recovery in the post-COVID era. Recent data also shows a notable increase in bookings for Paris-related travel products. Tongcheng Travel reported that in July, flight bookings from major Chinese cities to Paris increased by 70%, hotel bookings increased by almost 150%, and group tour bookings to France increased by 225%.
Airbnb also reported a more than five-fold increase in bookings for accommodation in the Paris area during the Olympics, with travelers from more than 160 countries and regions flocking to the French capital. This surge in bookings reflects a broader trend of underlying demand for travel, particularly those that combine culture, wellness and sport.
Tourists these days are looking for immersive experiences that offer cultural insight, health benefits and physical engagement. This trend is aligned with the concept of Olympic tourism. For example, participating in a marathon or watching a sporting event in a new city have become popular lifestyle choices, especially among the younger generation.
Changing tourism preferences are also reflected in the way people plan their trips. The combination of sports and travel creates a unique value proposition, especially around major events such as the Olympic Games. Travelers look forward to not only the sporting event, but also the holistic experience of a vibrant city like Paris, with its rich mix of history, culture and modernity.
Anticipating an influx of tourists, the French government has prioritized the Olympics as a major event in 2024 and is implementing various measures to accommodate foreign tourists and help them achieve their travel goals. These measures include streamlining the entire tourism process, improving the convenience of visa applications, increasing air travel, and introducing digital payment services. For example, TLS visa application centers have reopened in 15 Chinese cities and many locations in France now accept WeChat Pay and Alipay, making it easier for Chinese tourists to travel to France.
France has also improved its tourism services by training travel agency employees and offering a variety of entertainment and recreational activities, and has showcased its cultural, natural and sporting heritage, including hosting major Olympic-related events in iconic cultural and tourist sites in Paris and France, such as the Eiffel Tower, the Grand Palais and Les Invalides. These efforts aim to increase the length of tourists’ stays and increase France’s competitiveness as a tourist destination.
The policies France has adopted in preparation for the Olympics reflect a deep understanding of the multifaceted benefits that such a global event brings. By focusing on offering a superior overall tourism experience, France aims to leave a lasting impression on visitors and encourage them to return and explore more of the country.
The Olympic Games offer host cities an unprecedented opportunity to develop their tourism industry. The long-term benefits go far beyond the event itself, contributing to sustained economic growth and raising the city’s global profile. These benefits can be categorized into three areas:
First, the Olympics could boost Paris’ tourism industry, as the city will see a huge influx of international visitors, generating huge economic benefits for the city: A recent International Olympic Committee report and Paris 2024 organizing committee estimates that tourism revenues during the Olympics could range from 1.4 billion euros ($1.51 billion) to 3.6 billion euros.
Paris is expected to reap economic benefits even after the Olympics. The improved value of Paris’ tourism brand is likely to attract even more tourists to the city in the future. Also, Paris’ improved infrastructure and increased global recognition as an Olympic host city will create a lasting legacy that will benefit the tourism industry for years to come.
Second, it can boost the city’s tourism brand. The Olympics bring the host city to global attention, which translates into global advertising. For example, the 2008 Beijing Olympics significantly boosted the city’s global image and attractiveness as a tourist destination. Similarly, by boosting Paris’ brand, the Paris Olympics could boost tourism growth.
The visibility and media coverage that comes with the Olympics provides unparalleled marketing opportunities. As the world watches the Olympics, Paris’ charm, culture and hospitality will be broadcast to millions, if not billions, of people around the world. This exposure is invaluable and helps build a strong tourism brand that will attract visitors long after the Olympics.
And third, to leave a sustainable Olympic legacy that can be integrated into the overall tourism development of the host city. The World Travel and Tourism Council predicts that France’s tourism industry will grow at around 3% per year over the next decade, reaching €297 billion.
Since the Beijing Olympics in 2008, venues such as the Bird’s Nest have been transformed into multifunctional hubs for sports, tourism and commercial activities. Similarly, Paris aims to maximize the value of its Olympic facilities by hosting a range of events from concerts to sporting competitions, integrating these venues into the city’s cultural and social fabric and ensuring they remain active and accessible to the public.
The 2024 Olympic Games are a unique opportunity to revitalize Paris’ tourism industry. The Olympics will attract large numbers of international visitors, bringing immediate economic benefits to Paris and enhancing its image as a leading global tourist destination. The comprehensive preparations made by the French Government and the sustainable use of Olympic venues will ensure that the benefits of hosting the Olympics will extend far beyond the two-week event.
Paris therefore stands to benefit not only in the short term economic gains, but also in building a lasting legacy that will continue to attract tourists and drive economic growth for years to come.
-China Daily/ANN
