Beijing Olympic Games is scheduled to be held from August 8 to 25, 2008. The 2008 Olympic Games will be held in Beijing, and its significance is not limited to sports competitions. This is an excellent opportunity to show the world the great economic and social progress and long history and culture of China, and also an opportunity to show the creativity, determination to meet challenges and hospitality tradition of the people of China. The economic value brought by the Olympic Games is very considerable. In addition to the direct income from ticket sales, TV broadcasting rights, advertising sponsors and franchisees, it also includes a series of indirect income from services, tourism, construction, investment and trade, which are equally huge and cannot be expected by the Olympic economy. 2. Tourism.

1984 The Los Angeles Olympic Games not only freed Americans from the trauma of the Vietnam War, but also added hundreds of thousands of inbound tourists to the United States. 1992 The Barcelona Olympic Games not only made Barcelona one of the most attractive seaside tourist cities in Europe, but also made Spain the second largest foreign exchange earner after the United States ... Facing the success of previous Olympic Games, we can't help asking, what impact will the 2008 Olympic Games bring to China's tourism industry? How should China's tourism industry cope with the huge number of tourists? What direction should China's Olympic tourism develop? Recently, at the "2007 China (Qingdao) Olympic Games and Tourism International Forum" sponsored by the National Tourism Administration, the United Nations World Tourism Organization and the Shandong Provincial People's Government, experts from all sides conducted in-depth discussions on this issue.

In 2002, the Olympic Research Committee of the International Olympic Committee published an Analysis and Research Report on the Centennial Olympic Games, which summarized the influence of the Olympic Games on the host city and country in five aspects, one of which was the promotion of the Olympic Games on tourism.

Yao Yuecan, president of China International Travel Service, believes that the Olympic Games can provide the host country with about 10 years of development opportunities, especially for developing countries, the Olympic Games has a more obvious pulling effect on the national economy, especially the tourism industry, which is called the "Olympic effect".

BOCOG predicts that during the 2008 Beijing Olympic Games, the number of athletes and team officials will reach 654.38+600,000. Nearly 5,000 members of the Olympic family, 7,000 sponsors and guests will take part in the Beijing Olympic Games. 2 1600 reporters will cover the Olympic games; In addition, millions of tourists from home and abroad will gather in Beijing to watch the wonderful Olympic Games. According to the estimation of Goldman Sachs, the annual growth rate of China's tourism revenue will reach 18% from 2002 to the Olympic year. In terms of food, tourism, shopping and entertainment, the Beijing Olympic Games will have a positive impact on China's tourism industry, which will bring about the sustainable development of China's tourism industry.

Ren Hai of the Olympic Research Center of Beijing Sport University pointed out that the benefits of the Olympic Games to tourism can be divided into tangible "hard benefits" and intangible "soft benefits". The so-called "hard benefit" refers to the improvement of some direct, objective, material and quantitative indicators, such as the number of inbound tourists, hotel occupancy rate and tourism consumption quota. "Soft benefit" refers to the positive influence of the Olympic Games on the host country's image, organizational system, concept consciousness and operation mechanism. This benefit is difficult to quantify, but it is very important to improve the "soft power" of tourism.

In order to make good use of the great historical opportunity of the 2008 Beijing Olympic Games, after the closing of the Athens Olympic Games in 2004, the National Tourism Administration launched the "Olympic-Tourism" publicity and promotion plan, and launched the theme slogan and image logo of "Olympic-Tourism", namely "Welcome to Beijing, China in 2008". Liu Kezhi, director of the Tourism Promotion and International Liaison Department of China National Tourism Administration, said that in order to promote China's tourism more effectively with the help of the Beijing Olympic Games, China has gradually launched the second round of "Olympic-Tourism" action plan, taking "before the Olympics", "during the Olympics" and "after the Olympics" as three time series, striving to give full play to the economic driving force, regional radiation and brand expansion of the Olympic Games.

The second round of action plan has six key points: first, national linkage; The second is to support Beijing, and the surrounding areas of Beijing will be closely linked to ensure accommodation and reception services. Tourist developed provinces will provide tour guides, western food talents, drivers, vehicles and other support; Third, internal and external linkage, external publicity and promotion, internal construction management; Fourth, try to plan large-scale activities with international influence; Fifth, take advantage of the opportunity of the Olympic Games to promote the development of tourism products in various places and constantly introduce new products and routes to the international market, so as to achieve "Beijing Olympic Games will benefit the whole country"; Sixth, by hosting the Olympic Games, the quality of China's tourism industry will be improved in an all-round way.

3. Improve China's comprehensive national strength and increase people's income.

Jiang Xiaoyu, executive vice chairman of BOCOG, revealed to the outside world at the recent international media seminar that after adjustment, BOCOG has determined the Olympic budget as follows: the total revenue scale is 65.438+09.54 billion yuan (US$ 2.363 billion), the total expenditure scale is 65.438+09.465438 billion yuan (US$ 2.347 billion), and the surplus is 65.438+0.3. That is to say, by August 24th, 2008, when the 29th Olympic Games ended, Beijing sat down to take stock of its revenue and expenditure, and found that it had earned 654.38+300 million yuan.

However, some experts in the industry believe that 65.438+0.3 billion yuan is only a preliminary expectation. Due to the rapid economic development in China, the people with RMB 654.38+0.3 billion are more enthusiastic about the Olympic Games than the host countries of previous Olympic Games. The market development of the 2008 Olympic Games will be better than expected, so the profit will be even greater. So, how much can Beijing Olympic Games earn?

How to calculate the account of the Olympic Games?

The recent failure of the Athens Olympic Games has aroused widespread concern from all walks of life. Public opinion believes that the Athens Olympic Games cost tens of billions of dollars, resulting in a huge deficit. However, according to industry experts, a large part of the tens of billions of dollars belongs to the expenditure on infrastructure construction and environmental improvement in Athens, and the expenditure directly used for the Olympic Games organization is not much.

"Urban infrastructure construction and environmental improvement are long-term measures and good things that benefit the people. We can't simply think that this part of the cost is also the cost of the Olympic Games. In fact, the settlement of the Athens Olympic Games has been completed, and * * * has spent 2.4 billion US dollars. " Experts said.

Jiang Xiaoyu, executive vice president of BOCOG, said that the Olympic economy is a big concept, covering many aspects and levels, and there are many "cards" to play. The first is the "sports meeting economy", that is, the investment and consumption directly related to hosting the Olympic Games. The second is to hold a city economic card. The third card is the managed national card. Hosting the Olympic Games will promote the economic development of China as a whole. The fourth card is China and World. Including cultural fever, economic fever, tourism fever, catering fever and so on.

Whether the Olympic Games can earn money, if it mainly refers to the revenue and expenditure of the organizing committee, is only a part of the sports meeting economy. What we usually call the 280 billion yuan Olympic economic cake, most of which belongs to the cost of urban infrastructure construction. The funds of the Organizing Committee are mainly used for the organization and operation of the Olympic Games. Whether the Beijing Olympic Games can make money or not, for the organizing committee, the key point is to do a good job in the market development of the organizing committee.

What is the market development prospect?

"BOCOG's finance was budgeted at the time of bidding, with revenue of $65.438+62.5 million, expenditure of $65.438+60.9 million and surplus of $65.438+60 million, that is, $65.438+60 million. It was like this at the time. After adjusting the budget, security and public health will increase accordingly, but it is expected that our market development income will increase significantly compared with the original forecast, so we can still ensure a' slight surplus'. " Jiang Xiaoyu thinks.

Olympic economy is not only attention economy, but also brand economy. The Olympic Games has established a good image for some enterprises and provided a rare opportunity and stage for their brands to go global. Since the Olympic Games market development plan was launched on September 65, 438+0, 2003, 65, 438+00 companies, including Bank of China, have signed up as partners for the Beijing 2008 Olympic Games. Sponsor solicitation, which was officially launched at the end of March this year, also came to fruition a few days ago-six companies including UPS became sponsors of the Beijing Olympic Games. In the near future, many enterprises will sign contracts with BOCOG to become sponsors of Beijing 2008 Olympic Games.

Jiang Xiaoyu said: "In view of the high enthusiasm of corporate sponsorship, the market development prospect of the Beijing Olympic Games is quite optimistic." It is rumored that the sponsorship amount of Beijing Olympic Games partners even greatly exceeds the sponsorship amount of IOC global partners (top sponsors), which will bring huge benefits to Beijing Olympic Games.

What is the real profit?

In addition to the market development income of the Olympic Games itself, about 50% of the budget income of the Beijing Olympic Games is allocated by the International Olympic Committee,110 comes from ticket and souvenir income, and the sponsors of the International Olympic Committee provide about 200-300 million US dollars.

"The goal of BOCOG's profit160,000 USD can be achieved completely." Jiang Xiaoyu said, but this does not mean that Beijing can earn 65.438 billion dollars by hosting an Olympic Games. This is not a concept, because the income of enterprises, the income of the government and the income of the wider society are not included in the account of the organizing Committee.

The 2008 Olympic Games will obviously promote the economic development of Beijing and even China. In the seven years since the successful bid, the Beijing Olympic Games has boosted Beijing's economic growth by 1 to 2 percentage points and China's economic growth by 0.3 to 0.4 percentage points every year.

Wei Jizhong, president of the Beijing Olympic Economic Research Association, said that as a big country in economic transformation, it should be regarded as a big account for the long-term economic development. The connection between sports and economy not only means commercial interests, but also the gains and losses of the Olympic economy are not just the gains and losses of the organizers in an Olympic Games. More importantly, a country's overall economy can achieve sustained and healthy development after the Olympic Games. Only in this way can it be regarded as a truly perfect Olympic Games.

So, how much can Beijing Olympic Games earn? We should not only focus on BOCOG's revenue and expenditure, but also see the pull of the entire Olympic economy on Beijing and even the national economy, as well as the progress of human environment and technical means.