The Beijing Olympic Games have been scheduled to be held from August 8 to 25, 2008.The significance of the 2008 Olympic Games being held in Beijing is not only confined to sports competitions, but it is an excellent opportunity to show to the world China's great economic and social progress as well as its long history and culture, and at the same time it is an opportunity to show the creativity of the Chinese people, their determination to meet the challenges and their tradition of hospitality. It is also an opportunity to show the creativity of the Chinese people, their determination to meet challenges and their tradition of hospitality. The economic value of the Olympic Games is very substantial, in addition to ticket revenues, television rights, advertising sponsors and licensed dealers and other direct revenues, but also includes a series of service industry, tourism industry, construction industry, investment in the sale and purchase of indirect income amount is also very large, the Olympic economy can not be counted. 2. Tourism
1984 Los Angeles Olympic Games, not only the Americans from the trauma of the Vietnam War to get out, but also for the United States netted hundreds of thousands of inbound tourists. 1992 Barcelona Olympic Games not only make Barcelona become one of Europe's most attractive seaside tourist cities, but also to make Spain second only to the United States of America's second-largest tourism earning countries. ...... In the face of the success of previous Olympics, we cannot help but ask what kind of impact the 2008 Olympics can bring to China's tourism industry. How should China's tourism industry respond to the huge number of travelers? In what direction should China's Olympic tourism develop? Recently, in the National Tourism Administration, the United Nations World Tourism Organization and the People's Government of Shandong Province hosted the "2007 China (Qingdao) International Forum on the Olympic Games and Tourism", experts from all sides of the in-depth discussion on this.
In 2002, the International Olympic Committee "Olympic Research Committee" published a "century of Olympic analysis study", the Olympic Games on the host city and the host country of the impact of the Games is summarized in five areas, which is important to the Olympic Games on the tourism industry. One of the most important is the promotion of tourism by the Olympic Games.
Yao Yue Chan, President of China International Travel Service (CITS), believes that the Olympic Games can provide about 10 years of development opportunities for the host country, especially for developing countries, the Olympic Games on the national economy, especially the tourism industry, the pulling effect is more pronounced, known as the "Olympic effect".
The Beijing Organizing Committee for the Olympic Games expects that during the 2008 Beijing Olympics, there will be 16,000 participating athletes and accompanying officials; nearly 5,000 members of the Olympic family, 7,000 sponsors and guests will participate in the Beijing Olympics; 21,600 journalists will cover and report on the Olympic events; and millions of tourists from home and abroad will gather in Beijing to watch the exciting Olympic events. The Olympic Games will be attended by 7,000 sponsors and guests; 21,600 journalists will cover and report on the Olympic events; and millions of tourists from home and abroad will gather in Beijing to watch the exciting Olympic events. Goldman Sachs estimates that China's tourism revenue will grow at an annual rate of 18% from 2002 to the year of the Olympics. The Beijing Olympics will have a positive impact on China's tourism industry in terms of food, transportation, travel, shopping and entertainment, which will lead to the sustainable development of China's tourism industry.
Ren Hai, Olympic Research Center of Beijing Sport University, pointed out that the benefits of the Olympic Games on the tourism industry can be divided into two categories: tangible "hard benefits" and intangible "soft benefits". The so-called "hard benefits" refers to the promotion of some direct, objective, material, quantitative indicators, such as the number of inbound tourists, hotel occupancy rate, tourist spending, etc.. The "soft benefits" refer to the positive impact of the Olympic Games on the host country's image, organizational system, conceptual awareness, operational mechanism and other elements. This benefit is difficult to quantify, but it is very important to improve the "soft power" of the tourism industry.
In order to take advantage of the 2008 Beijing Olympics, the National Tourism Administration (NTA) launched the "Olympics - Tourism" publicity and promotion program after the Athens Olympics in 2004, launching the "Olympics - Tourism" publicity and promotion program. The theme slogan and image logo of "Olympic Games - Tourism" is "2008 Beijing - China welcomes you". China National Tourism Administration (CNTA) Liu Kezhi, Director of the Department of Tourism Promotion and International Liaison of the China National Tourism Administration, introduced that in order to promote China's tourism industry more effectively with the help of the Beijing Olympics, China has gradually launched the second round of the "Olympic Tourism" action plan, to "Before the Olympic Games" "Olympic Games" "after the Olympic Games" for the three time sequence, and strive to give full play to the Olympic Games economic driving force, geographical radiation, brand expansion.
The second round of the action plan has six key points: one is the national linkage; the second is to support Beijing, Beijing's neighboring regions will be closely linked to protect the accommodation and reception services. Tourism developed provinces will provide tour guides, western food talents, drivers, vehicles and other support; third is the internal and external linkage, external publicity and promotion, internal construction and management; fourth is to strive to plan large activities with international impact; fifth is to take advantage of the opportunity of the Olympic Games, driving the development of tourism products around the world, and continue to introduce new products to the international market, the new line, so that the "Beijing Olympics, the country benefit! "; Sixth, by organizing the Olympic Games, comprehensively enhance the quality of China's tourism industry.
3. Enhance China's comprehensive national strength in order to increase people's income.
Beijing Organizing Committee Executive Vice Chairman Jiang Xiaoyu told the outside world at a recent international media seminar that after adjustments, the Beijing Organizing Committee has determined the budget for the Olympic Games as follows: the total scale of income is 19.54 billion yuan (equivalent to 2.363 billion U.S. dollars), the total scale of expenditures is 19.41 billion yuan (equivalent to 2.347 billion U.S. dollars), and there is a surplus of 130 million yuan ( equivalent to US$16 million). In other words, by Aug. 24, 2008, when the 29th Olympics are over, Beijing will sit down and take stock of its income and expenditures and find that it has earned 130 million yuan.
But some industry experts say the 130 million yuan is just a preliminary estimate, and that because China's economy is growing so fast and its 1.3 billion-strong population is more enthusiastic about the Olympics than any of the other countries hosting the games, the market for the 2008 Olympics will develop better than expected, and the profits will be even bigger. So how much money will the Beijing Olympics make?
How to calculate the account of the Olympic Games
Recently, the loss of the Athens Olympics has attracted a lot of attention from all walks of life, and public opinion is that the Athens Olympics cost tens of billions of dollars, creating a huge deficit. But some industry experts say a large part of the tens of billions of dollars belongs to Athens' infrastructure construction and environmental improvement expenses, while not much is really spent directly on the organization of the Games.
"The construction of urban infrastructure and environmental improvement is a long-term initiative, but also a good thing to benefit the people, can not simply think that this part of the cost is also the Olympic Games expenditure. In fact, the Athens Olympics has completed the settlement, *** spending 2.4 billion U.S. dollars." Experts said.
Beijing Olympic Organizing Committee executive vice chairman Jiang You said, the Olympic economy is a big concept, covering a variety of aspects, multi-level content, can play the "card" quite a lot. The first is the "Games economy", is directly related to the organization of the Olympic Games investment and consumption. The second is the host city economy card. The third card is the host country card. Hosting the Olympics will promote China's economic development as a whole. The fourth card is the China card and the world card. These include cultural fever, economic fever, tourism fever and restaurant fever.
Whether the Olympics can make money, if it mainly refers to the organizing committee's income and expenditure, is only a part of the Games' economy. Most of what we usually call the 280 billion yuan Olympic economic cake belongs to the cost of urban infrastructure construction. And the organizing committee's funds are mainly used for the organization and operation of the Games. Whether the Beijing Olympics can make money or not, the focus for the organizing committee is to do a good job of developing the market for the Olympics.
How is the prospect of market development
"The Beijing Olympic Games Organizing Committee's finances, in the bidding when there is a budget, income of $ 1.625 billion, expenditure of $ 1.609 billion, a surplus of $ 0.16 billion, that is, 16 million U.S. dollars. At that time, we are now after the financial budget adjustments, security and public **** health, etc. will correspondingly increase some, but it is expected that our market development income will be a more substantial increase than the original forecast, so we can still ensure that 'a slight surplus'." Jiang Hao-yu opined.
The Olympic economy is both an attention economy and a brand economy. The Olympics provide a rare opportunity and stage for some companies to build up a good image and bring their brands to the world. Since the launch of the Market Development Plan for the Olympic Games on September 1, 2003, 10 companies, including the Bank of China, have signed up as partners of the Beijing 2008 Olympic Games. The call for sponsors, which was officially launched at the end of March this year, has also borne fruit recently --- six companies, including UPS, have become sponsors of the Beijing Olympics. In the near future, several other companies will sign with the Beijing Olympic Organizing Committee to become sponsors of the Beijing 2008 Olympic Games.
Jiang Xiuyu said, "Given the high motivation of corporate sponsorship, the prospect of market development for the Beijing Olympics is quite optimistic." Rumor has it that the amount of partner sponsorships for the Beijing Olympics even greatly exceeds the amount of sponsorships for the IOC's global partners (TOP sponsors), which will bring huge revenues to the Beijing Olympics.
What's really winning
In addition to market development gains from the Games themselves, about 50 percent of the Beijing budget revenue is allocated by the IOC, 1/10th comes from ticket and souvenir revenues, and about $200 million to $300 million is provided by IOC sponsors.
"The Beijing Organizing Committee's goal of winning $16 million is completely achievable." Jiang Xiaoyu said, but that definitely does not mean that Beijing can only make $16 million by hosting an Olympic Games. It's not the same concept, because corporate earnings, government earnings, and the wider earnings of society are not tallied on the organizing committee's books.
The 2008 Olympics will provide a significant boost to the economy of Beijing and China as a whole. In the seven years after the successful bid, the Beijing Olympics will boost Beijing's economic growth by 1 to 2 percentage points a year, and China's economy by 0.3 to 0.4 percentage points.
Wei Jizhong, president of the Beijing Olympic Economy Research Association, said that for a big country in economic transition like us, it is more important to calculate the big account of long-term economic development. Sports and the economy are connected, which means more than just commercial interests, and the gains and losses of the Olympic economy are not just about what the organizers make or lose at an Olympics. More importantly, a country's overall economy can be sustained and healthy development after the Olympic Games, only then can be considered a truly perfect Olympic Games.
So, how much money can the Beijing Olympics earn, we can not just focus on the income and expenditure of the Beijing Organizing Committee of the Olympic Games, but also to see the entire Olympic economy in Beijing and even the country's economic pull as well as the human environment and technical means of progress.