Belgrade Tourism Conference 2015

1. "Sport events for tourism development
- innovative promotion techniques -
Case: EuroBasket 2013, Slovenia
Miha Lesjak (PhD candidate)
University of Primorska,
Faculty of Tourism Studies Turistica
Portorož, Slovenia

2. QUESTION
HOW CAN YOU SPEND 3,8
millions $ IN 30 SEC?

3. SUPER BOWL TOURISM
PROMOTION
• Ecuador made history with first-ever
tourism Super Bowl ad
• Cost 3,8m$ to reach an estimated 115
million USA television audience
• Tourism officials predict the Super Bowl
gamble will pay off in the form of 13,000
more Americans tourists visiting Ecuador
in year 2015 and a $60 million boost in
tourism revenue."

4. EUROBASKET 2013

5. DEFINITIONS OF MEGA EVENT
• Mega/major events by way of their size of
significance, are those that yield extraordinary high
levels of tourism, media coverage, prestige, or
economic impact for the host community, venue or
organization (Getz, 2007)
• MEGA IMPACT (RATHER THAN SIZE)
• PUT THE CITY OR EVEN COUNTRY ON THE TOURIST
MAP!
• SMALL/EMERGING COUNTRIES WHICH NEED MORE
PROMOTION BENEFIT!
• IMPORTANCE OF TOURISM BEFORE SPORT/RESULT

6. FACTS OF EUROBASKET 2013
• 55.000 fans visited Slovenia (Croatia, Italy,
Finland, Lithuania…)… 30.000 tourists!
• More than 1.300 journalist
• EB present (TV& other media) in 167 countries
(global sponsors)
• Visit of important people (presidents,
politicians, business decision makers, etc)
• 24 teams from Europe – tourism opportunities
• Benefits for destinations (Koper, LJ, Jesenice)

7. EUROBASKET 2013
• Total revenue 13,89 million (total cost 12,93
million) - assessment of the total financial
benefit of organizer KZS was approx. 0.5
million EUR
• The sport event tourist spent 180 EUR on
average/per day (accommodation, food,
transport).
• Average visitor stay (main motive attending
EuroBasket 2013 in Slovenia) was 5,7 days
• 3 days more than on average other tourists
stay in Slovenia (2,87). (KZS, 2013;SORS,
2013)

8. „WELL KNOWN“ PROMO ACTIONS

9. INNOVATIVE TECHNIQES OF
PROMOTION
• POSTOJNA CAVE IS THE SLOVENIAN MOST
VISITED TOURIST ATTRACTION…
• EB 2013 WAS THE BIGGEST SPORTING EVENT
IN THE HISTORY OF SLOVENIA
• EB 2013 OFFICIAL DRAW WAS HELD IN
POSTOJNA CAVE!
• FIRST TIME IN THE HISTORY OF SPORTING
EVENTS – DRAW IN THE CAVE
(UNDERGROUND)
• PROMOTION OF SLOVENIA!

10. PHOTOS

11. INNOVATIVE TECHNIQES OF
PROMOTION
• Basketball on the sea (KOPER)
• Tournament ex-players from SLO – CRO - ITA

12. INNOVATIVE METHODS OF
PROMOTION (PEOPLE)
• Fans turn professional players for a day
• 10 winners of an interactive photo
competition – post the best „fan photo“ –
social media
• Dreams of every fan – the day spent as
professional player (national team)
• Important for national promotion – tickets
sale

13. OFFICIAL MASCOT OF
EUROBASKET
• LIPKO official (more than) mascot of EB 2013
• WHAT WAS HIS ROLE?

15. LIPKO PROMOTION
• Lipko skydived into Stožice basketball stadium
http://www.youtube.com/watch?
v=dI2nGgnLSdQ
• Lipko playing basketball on the highest
mountain in Slovenia (Triglav - 2864 m)
http://www.youtube.com/watch?
v=lrKxm6Mwhmw
• Lipko plays basketball underwater
http://www.youtube.com/watch?
v=azXQh2jV2Ac

16. ANSWER FOR 3,8m$ QUESTION!
https://www.youtube.com/watch?
v=toZaCpIzDqg
ALL YOU NEED IS ECUADOR (LOVE)

17. QUESTIONS

18. Thank You