The economies of cities, regions and even countries are increasingly reliant on the visiting golfer and skier, or the travelling team or national supporter.
In some countries, sport can account for as much as 25 per cent of all tourism receipts. Destinations that succeed in capturing this market have appreciated and acted upon the need to coordinate sporting events and tourism-related activities to maximise tourist spend, stay and yield.
Sport tourists typify the 'experience' society. We now acknowledge that participation underpins this global growth industry.
In China, physical activity has traditionally been identified with work and health, and not with leisure (or even pleasure). That's changing now, as Chinese urbanites increasingly seek to spend time enjoying the outdoors in their free time.
Consequently, sport and recreational activities are developing to satisfy demand. No doubt the smoke-filled snooker halls and rickety, outdoor ping pong tables will continue to provide hours of enjoyment for many, but for those inclined, you can now find golf, scuba diving, climbing, hiking, tennis, paragliding, tri-athlons, four-wheel drive overland adventures and mountain-biking, across more and more Chinese locales.
Twenty-four of China's 31 provinces, municipalities and autonomous regions have made tourism one of their pillar industries. Every one of those stands to benefit from the Beijing Olympics, but that benefit will be short-lived and have less impact if passively earned.
Listen China, we will come and climb, swim and explore, but you've got to make it easier! Tourism is a growth industry in China no matter how poor the level of infrastructure, accommodation, transportation or amenities.
How to speed up the growth?
Historically, major sports events have led the way in improving leisure facilities. Of course, venues for the Beijing 2008 Olympic Games have been designed with continued use after the Games in mind.
Sports facilities do not withstand scrutiny as an investment otherwise.
However, there is an inevitable slump in tourism immediately following an Olympics, when the circus has left town and the flags have been taken down. Could the trend be reversed following the Beijing Games? Is there a way to market Beijing - and indeed China - as a destination both pre- and post-Games? Because if the marketing stops, the tourists stop.
So, in answer to those who ask: how can I leverage my brand during the Beijing Olympics?, I would remind them that the Games last but three short weeks, and to think in wider terms about how to associate their brand with the attractiveness of China as a destination. But most of all, I would draw their attention to the domestic and foreign sports tourists who will constitute a significant slice of China's future tourism pie.
The new activity and entertainment-driven middle classes in China are joining the ranks of their fellow international sports tourists. They demand something to do, somewhere to do it and somewhere to stay. And if they can't find it at home, they will travel elsewhere.
For Beijing 2008 and beyond, it is incumbent upon the municipal Government to ensure that the sporting and tourism infrastructure is cost-efficient, accessible and marketed to the general public. This will be Beijing's Olympic legacy.
