The touristic significance of the European Championships
For two years the sports city Munich' has remained at the focus of attention in the PR and marketing activities of the tourist information office, along with the topic areas music and museums. Outstanding events such as the 18th European Championships in Athletics 2002 give sustained impetus to the Bavarian sports metropolis.
For six days as of August 6, 2002, Munich will present itself under the banner of track and field competitions at top European niveau and will thereby move into the media limelight worldwide.The promotional significance of this event for tourism and Munich's positive image is of indescribably valuable dimension.
Approximately 170,000 visitors from around the world are expected for the 18th European Championships in Athletics 2002 in Munich.
2,200 participating athletes and trainers as well as 2,000 volunteers will contribute to the success of the competition.
An estimated 2,500 journalists from almost every country in the world will travel to the Bavarian capital for the European Championships. In addition to the scribes, 70 television stations from all corners of the world will report on the sports highlights from Munich. For 4 hours, from 6 p.m. to 10 p.m. , the German stations ARD and ZDF will alternately broadcast live daily and will deliver summaries and sports extracts in a variety of programmes.
Multi million Mark Revenues plus International Renommée
One estimates that over 100 million DM will flow into the coffers of Munich's economy through tourist spending at the 18th European Championships in Athletics 2002. The lion's share will be registered in the hotel and restaurant industry. In addition, however, the retail business and all areas affected by tourist demand, such as local public transit, the trans- portation and souvenir industries , and last, but not least, the entertainment branch, will profit.
The international repute that Munich will gain from media coverage of the event can scarcely be expressed in figures.
According to the estimates of the tourist information office, one can calculate an advertising value of approximately 75 million DM for the ARD and ZDF broadcasts. For example, the 2.5 hour live broadcast of the marathon would cost 4.5 million DM in advertising time. The worldwide PR value of the media response to 18th European Championships in Athletics 2002 is estimated at 500 million DM.
Source: Tourist Information, Munich
