Recently, sports have been viewed to be one of the most valuable instruments that can be used in promotion of a region as a tourist attraction centre, a place for business location, and an attractive place where people can live and at the same time, work.
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Sports also have become a catalyst, which countries are using to do city marketing, and there is a growing interest in the world today in the use of sports and particularly sport events. This is evident when we examine some of the cities in the world, which have hosted the Olympics like Barcelona, Calgary, and Atlanta.
The countries have utilized the opportunity to promote tourism in a great way. Accordingly, this has promoted the economy of these countries, because the number of tourists received each year increases tremendously.
The organizers could increase the social and economic outcome by carrying out intensive advertising, which is aimed at creating awareness of the event to all potential investors. This would help them invest in new facilities such as hotels, and amenities.
They can also challenge the government to carry out development projects in the region to make facilities like infrastructure attain the required world standards. This would require the government to invest millions of dollars in the economy in preparation of such an event in constructing new modern roads, expand airports, and air-line services, improve telecommunication systems, and hotels.
Another strategy would be to re-image the city or re- brand it, which entails showing the strengths and the good structures in a region to change the people’s perception on the city. The planners should develop long-term strategies, which have the ability to capitalize and be able to retain the benefits derived by the city after the event has occurred and ensure the city continues to enjoy these benefits for a long time.