Prem Subramaniam

Sports tourism -- that is what British Tourist Authority (BTA) in India is focusing on, now. So far, from time to time, BTA had zeroed in on special sporting events to attract tourists. For instance, last summer, they were running promotions woven around the Natwest Cricket Tournament and Commonwealth Games. However, this year, the National Tourist Office (NTO) has shifted focus and has decided to promote sports tourism throughout the year. “Wimbledon, Lords and Silverstone don’t just come alive during their respective events. Wimbledon has a lawn tennis museum, Lords has a cricket museum to lift the spirit of cricket enthusiasts, while at Silverstone one can sit behind the wheel and experience a simulated feeling of being a driver at a Formula 1 motor race. In Manchester United, they take tourists on a stadium tour that includes visiting David Beckham’s room, the tunnel and playing soccer games on computer. So, we decided to include the sports component in the packages to specially attract sports lovers,” said Prem Subramaniam, country manager, BTA.

The NTO has approached SOTC to come up with such packages. Apart from some usual attractions, the package will have a four nights sports component with two nights in London and two nights in Manchester. “In London, they will visit Wimbledon, Lords cricket ground and Chelsea football club. In the evening they will be taken to Sports Cafe’ at Hay Market to give the feel of a happening sports bar where they watch matches, chill out and buy sports merchandise. From London, a coach will take them for a half-day tour to Silverstone and then to Manchester where they’ll visit Manchester United, Old Trafford stadium and the Trafford Centre, a shopper’s paradise,” informed Subramaniam.

BTA, as part of its media campaign, is currently running a promotion on ESPN sports channel called ‘Sporting Britain’. Viewers watching Wimbledon, Silverstone Grand Prix motor racing on July 22, 2003, and other important sports events can win a sports holiday sponsored by BTA. With no dearth of sports enthusiasts in the country, Subramaniam is confident that this niche product will click and will be of interest to repeat visitors as well.