The Olympic Games, the largest and most influential global sporting event, have far-reaching impacts on the host city’s (even the host country’s) economy, tourism and the environment. The Paris 2024 Olympic Games have become a major drive for tourists heading to Europe, creating a ripple effect across various sectors, particularly tourism, which could boost the economic growth of France, and even Europe.

The 2024 World Tourism Barometer has forecast that the number of global tourists could reach 1.3 billion by the end of the year, marking a robust recovery in the post-Covid-19 era, and recent data show a notable increase in bookings for Paris-related travel products. Tongcheng Travel has reported a 70 percent increase in flight bookings from major Chinese cities to Paris in July, nearly a 150 percent increase in hotel bookings and a 225 percent rise in group tour bookings to France.

Also, Airbnb has reported more than a fivefold increase in bookings for accommodation in the Paris region during the Olympics, with travellers from over 160 countries and regions flocking to the French capital. This surge in bookings reflects a broader trend of pent-up demand for international trips, especially those that offer a blend of cultural, wellness and sports.

Tourists nowadays seek immersive experiences that offer cultural insights, health benefits and physical engagement. This trend aligns with the concept of Olympic tourism. For example, participating in a marathon or watching a sports game in a new city has become a popular lifestyle choice, particularly among the younger generations.

This shift in tourism preferences is also evident in the way people plan their trips. The integration of sports and travel, especially around major events such as the Olympics, provides a unique value proposition. Travellers look forward to not only a sporting event but also the overall experience of being in a vibrant city such as Paris, which offers a rich blend of history, culture and modernity.

In anticipation of the influx of tourists, the French government has prioritised the Olympics as a key event of 2024, implementing a range of measures to accommodate foreign tourists and enable them to fulfil their travel goals. The measures include streamlining the entire tourism process, making visa applications more convenient, increasing flights and introducing digital payment services. For example, TLS visa application centres have reopened in 15 Chinese cities, and many French locations 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 diverse entertainment and recreational activities. The country is also showcasing its cultural, natural and sports heritages, with major Olympic-related events set to be held at iconic Parisian and French cultural and tourist sites such as the Eiffel Tower, the Grand Palais and Les Invalides. These efforts aim to extend tourists' stay and enhance France's competitive edge as a tourist destination.

The policy adopted by France to prepare for the Olympics reflects a deep understanding of the multifaceted benefits that such a global event can bring. By focusing on providing overall better tourist experiences, France aims to leave a lasting impression on visitors, encouraging them to return to and explore more of the country.

The Olympics give unprecedented opportunities to the host city to develop its tourism sector. The long-term benefits extend far beyond the event per se, contributing to sustained economic growth and enhancing the city's global profile. These benefits can be categorised into three areas.

To begin with, it can expand the scale of the tourism industry because the Olympics will see a massive influx of international tourists into Paris, generating significant economic benefits. A recent International Olympic Committee report and the estimate of the Paris 2024 Organising Committee say the tourism revenue during the Olympics could be between €1.4 billion ($1.51 billion) and €3.6 billion.

Paris is expected to reap the economic benefits in the post-Olympic period too. The enhanced tourism brand value of Paris might attract more tourists to the city in the future. And the improvement in Paris’ infrastructure and its increased global exposure as an Olympics host city will create a lasting legacy that would benefit the tourism industry for years to come.

Second, it will boost the city’s tourism brand. The Olympics put the host city in the global spotlight, which is nothing less than a global advertisement. The Beijing 2008 Olympics, for example, significantly boosted the city’s global image and attractiveness as a tourist destination. Similarly, through elevating Paris’ brand, the Paris Olympics are likely to boost the tourism industry’s growth.

The visibility and media coverage that come with the Olympics offer unparalleled marketing opportunities. As the world watches the Olympics, Paris’ charm, culture and hospitality will be broadcast to millions, if not billions, of people across the world. This exposure is invaluable, and will help build a strong tourism brand that will attract visitors long after the Games.

And third, it will leave behind a sustainable Olympic legacy. Sustainable use of the Olympic legacy can help integrate it into the host city’s overall tourism development. The World Travel& Tourism Council has forecast that France’s tourism industry will grow at the rate of about 3 percent a year over the next decade, with its scale reaching €297 billion.

Post-2008 Beijing Olympics, venues such as the Bird's Nest (National Stadium) have been transformed into multi-functional hubs for sports, tourism and commercial activities. Likewise, Paris aims to maximise the value of its Olympic facilities by ensuring they remain active and accessible to people by hosting a variety of events, from concerts to sports competitions, and integrating these venues into the city's cultural and social fabric.

The 2024 Olympics offer a unique opportunity to Paris to boost its tourism industry. The Games will attract a large number of international visitors, providing immediate economic benefits to Paris, enhancing its image as a leading global tourist destination. The comprehensive preparations that the French government has made and the sustainable use of the Olympic venues will ensure the benefits of hosting the Olympics extend far beyond the two-week event.

Thus Paris is set to gain not only in terms of immediate economic benefits but also in building a lasting legacy that will continue to attract tourists and drive economic growth for years to come.

-China Daily/ANN