Delivering Success: Engagement, Legacy and Vision Olympic Winter Games 2026 Academic Study Maximising Tourism Development A recent study from the United Nations World Tourism Organisation, “Maximising the Bene昀椀ts of Mega Events for Tourism Development”, offers valuable guidance on how to achieve the greatest possible tourism impact from bidding for or hosting the Games. The study, published in August 2017, includes the following key pieces of advice: • Have a clear vision for the image of your For tourism city you want to show the world development, • Focus efforts on the media and the reception a mega event is of visitors to ensure this image is delivered not a goal but a • Develop new tourism products in advance means to a goal. of the Games to market alongside the sport • Bring together key stakeholders as early ‘Maximising the Bene昀椀ts of Mega Events for as possible to focus on shared bene昀椀t, Tourism Development’ cooperation and co-construction • Ensure that tourist programmes are also bene昀椀ting local communities and addressing their concerns Read the full study here • Look to spread tourism bene昀椀ts across the whole country, not just the host city • Work with event sponsors to deliver a shared vision Enhancing Reputation 8