Zurab Pololikashvili, the Secretary-General of the World Tourism Organization (UNWTO), and Roger Torrent, Minister of Business and Labour of the Government of Catalonia, together, presented the first World Sports Tourism Congress and its programme, within the framework of the 2030 Agenda for Sustainable Development, at a press conference held in Lloret de Mar and Barcelona.

The Congress, which previously had to be postponed due to the pandemic, will take place on 25 and 26 November at the Olympic Conference Centre in the Catalan town of Lloret de Mar. The presentation was attended by Marta Domènech, Director-General of Tourism, Ion Vilcu, Director of the Department of Affiliate Members of UNWTO, Narcís Ferrer, Director of the Catalan Tourist Board, and Jaume Dulsat, Mayor of Lloret de Mar.

“The gradual resumption of the calendar of competitions and major sporting events is an important driver of the restart of tourism after the unprecedented shock of the pandemic. Sporting events can play a decisive role in the tourism development in destinations,” said Zurab Pololikashvili, the Secretary-General of the World Tourism Organization (UNWTO).

The Congress will have a total of 62 speakers from different countries such as the United States, Canada, France, Wales, Northern Ireland, and Croatia. Leading figures from the world of sport and tourism, representing entities that are also UNWTO affiliate members, have already confirmed their attendance as speakers, such as Petra Stusek, President and CEO, European Cities Marketing; Kattia Juarez Dubón, Director of International Sustainability Commission, Fédération Internationale de Motocyclisme; Edwin Moses, Olympic medallist; Marco Mazzi, Vice- President, International Sports Travel Agencies Association, and Mafalda Magalhaes, Director, FC Porto Museum.

The Congress will be a hybrid event, allowing both in-person and virtual participation, and aims to strengthen the relationship between sports tourism and, sustainable and inclusive development, diversification, differentiation and de-seasonalization. It will address topics such as the challenges for the sector posed by COVID-19; trends in sport and physical activity; innovation in the development of sports tourism; mass attendance at sporting events; as well as the environmental framework, diversity and inclusion in the world of sport. The programme also includes other aspects, such as different public-private governance strategies, the digital transformation of the sector, e-sports, digital marketing, communication and commercialization. Over the two days of the Congress, there will be different sports activities for the participants, academic presentations and technical visits; in addition, spaces will be set up for networking to maximize synergies among the attendees.

Among the innovations that the Congress will bring, as presented at the press conference, are two hologram booths to enable the participation of different speakers who will not be in Lloret de Mar in person.