Sport Tourism Globally

Limerick was the focal point today for sport tourism interests internationally as the European Sport Tourism Summit brought some of the world’s leading experts in the sector together for a major think-tank Shannonside.

The event was an opportunity for Irish and visiting delegates to learn how they can get a slice of the €450bn global Sport Tourism industry, which is the fastest growing sector in the international travel industry.

Organised by W2 Consulting, which was co-founded by Irish rugby legend Keith Wood with specialist sports consultant Mark O’Connell, the Shannon Airport sponsored event at Thomond Park was attended by delegates from local authorities, sports bodies, federations, clubs, charity organisations and communities here and abroad eager to attract global sports events and tournaments or develop their own major sports tourism product around mass participation events.

Among the list of high profile international experts giving their insights at the event were Martin Snedden, CEO of New Zealand Rugby World Cup; Lars Lundov, CEO of Sport Event Denmark, which is seen globally as an exemplar in terms of national sport tourism promotion; Rick Traer, CEO, Canadian Sports Tourism Alliance, another global leader in the sector and former England and Lions star Lawrence Dallaligo, who has led some of the UK’s highest profile charity fundraisers.

Another key speaker, Sarah Harvey, Vice President of Tough Mudder – the largest adventure race brand in the world – predicted that the Summit will be a golden opportunity for Ireland and other nations to get key insights.

Tough Mudder is the fastest growing mass participation event in the world and last year, just four years after it launched, had more participants in the US than marathons had. It will have its inaugural Irish event on October 4th and 5th at Punchestown Racecourse when an estimated 8, 000 to 9, 000 – including up to 1, 000 international visitors – will take on the challenging the 12mile course complete with electric shock, water tunnels, hanging rings, wall climbing and log carrying.

“Ireland is an excellent location for mass participation events. Firstly, people who come to Ireland are going to have fun. That’s a given. The country has that reputation internationally. That really helps when you are going to bring a global event to Ireland as you know people travelling to Ireland for it are going to go away very happy, ” said Harvey.