[SOURCE: SPORTACCORD CONVENTION] SportAccord Convention on 18^th February launched its bid city application process for the 2019 and 2020 Conventions. Potential bid cities are invited to submit their ideas and proposal by Wednesday, 1 March 2017.

SportAccord Convention is the world’s premier and most exclusive annual event at the service of sport. Held in a different city each year, the Convention takes place over six days and is focused on driving positive change internationally and dedicated to engaging and connecting; international sports federations, rights holders, organising committees, cities, press and media, businesses and other organisations involved in the development of sport.

The SportAccord Convention is a not-for-profit organisation which annually brings together representatives from more than 100 International Sports Federations affiliated with the following umbrella organisations that host their Annual General Assemblies at the SportAccord Convention. These include:

• SportAccord
• ASOIF (Association of Summer Olympic International Federations)
• AIOWF (Association of International Olympic Winter Sports Federations)
• ARISF (Association of IOC Recognised International Sports Federations)
• AIMS (Alliance of Independent Recognised Members of Sport) and Associate Members

In addition, the SportAccord Convention receives the full support of the International Olympic Committee.

The Convention provides organisations involved in the development and business of sport with a unique opportunity to meet and network on a global scale with over ninety percent (90%) of the delegation being key decision-makers. The majority of delegates, partners and exhibitors return each year, ensuring the Convention is part of their business strategy, thus helping towards achieving their goals and objectives. On top of this, SportAccord Convention works closely with the media worldwide, who delivered more than 1,500 unique news stories across all media platforms during the SportAccord Convention held in Lausanne last year.

Mr. Nis Hatt, Managing Director, SportAccord Convention said, “We are looking for cities who will help to deliver an outstanding Convention and continue to build on the successes of previous Conventions. Cities are encouraged to look at creative ways to provide the facilities and services needed to host the Convention and welcome the sports community coming from all corners of the globe.” Hatt continued, “It goes without saying, hosting the SportAccord Convention also provides outstanding opportunities for cities in a unique setting.”

This year, SportAccord Convention is taking place in Aarhus, Denmark, nominated the European Capital of Culture for 2017. A vibrant city and passionate about sport, this accolade, together with the Cultural Programme of events unfolding throughout the year, will certainly help to make the 15^th edition of the SportAccord Convention, a special one.

Previous host cities include Madrid, Lausanne, Berlin, Seoul, Beijing, Athens, Denver, Dubai, London, Quebec City, Saint Petersburg, Belek/Antalya and Sochi.

Further information can be found on the website at the following link. This includes the Bid City Application Information Pack as well as details outlining the Host City Bid and Selection Process.

Bid cities interested in hosting the Convention in 2019 or 2020 should contact Nis Hatt, Managing Director, SportAccord Convention, nis.hatt@sportaccordconvention.com to register their interest and submit their Bid City Application Form by Wednesday, 1 March 2017.

For more information about the SportAccord Convention: www.sportaccordconvention.com

[SOURCE: SPORTACCORD CONVENTION]

Ladies and gentlemen: happily, welcome back to Glasgow. Clearly the city is very happy to host this important conference as it grows in reach and importance each year. And the rich and varied opportunities for cities which host events can be seen from the whole range of topics that you will discuss.

From a purely sports point of view, the Glasgow experiences make pretty interesting reading. This city has roughly 800,000 people, although the Clyde valley conurbation is around two million, many in close proximity. This is a relatively small population, but the city in the eight years from 2012 to 2020 has hosted, or will host, major events in football, cycling, netball, swimming, athletics, tennis, gymnastics, judo, curling, badminton, golf, rugby, rowing and triathlon – with Paralympic swimming to be added to the list.

Some other numbers can also be added to the list of credits: a contribution to the economy of the city of £370m; an investment in sports facilities since 2009 which totals around £200m; attendance figures in 2015 at sports facilities in Glasgow of 6.4m people, with 800,000 at the World Gymnastics Championships in the new Hydro Arena – an event which produced the best presentation of indoor sports that I have ever seen.

And outside the events themselves, a list of plusses which might be described as the softer legacies: 20,900 junior members of sports clubs, an increase of 367 since 2009; 4,580 coaches engaged with sports clubs, up 95 per cent since 2009; and 4490 volunteers engaged with sports clubs, up 110 per cent since 2009.

Now the reason for this boom in sports activities is not too difficult to find. The 2014 Commonwealth Games were a triumph for the city. Following the success of the 2012 London Olympic Games they showed just what can be achieved with some good planning of facilities, their legacy, then promotion, enthusiasm and organisation – to say nothing of the overall benefits to the city to be garnered from worldwide television coverage and exposure, and a huge growth in digital media conversation and interest.

But not all cities are lucky enough to have the opportunity organise one of the big multi-sport events and use this as a catalyst for facility development and public interest – although the 2018 European Sports Championships is an interesting development along the same lines, but with a more modest footprint.

Hosting events – and in particular sports events – is an ever more competitive business, although there is clearly a mismatch between enthusiasm for what I might call individual events as opposed to major multi-sport events.

The IOC have struggled to attract anything like the number of cities for Olympic Games compared to those years ago when many more put their names forward. And the new bidding rules under Agenda 2020 are hoped to be the antidote required. With the loss of Rome for 2024, the jury is on this is still out.

The Commonwealth Games Federation are not exactly awash with applicants for future Commonwealth Games, and the Olympic Winter Games bidding process was reduced to two final candidates.

The Asian Games appeared to be less affected, with the number of large – 10m people – cities in China providing enthusiasm for the bidding process, which rather replaces the efforts made over the years by Korea with almost 30 years of experience.

But for individual sporting events, the world is a very very active place. Auckland in New Zealand is more than active with rugby, cricket, hockey and sailing.

Smaller countries – Danish cities all pulled together by the splendid Sport Event Denmark organisation – are keen hosts for handball, sailing, ice hockey, swimming, badminton, cycling and equestrian events.

If you head south, Sydney and Melbourne offer attractive options for sailing, for surfing, for rugby, tennis, Formula 1 and many others. Australia will also host the 2018 Commonwealth Games in the Gold Coast, with mutterings of a possible future Brisbane Olympic bid.

In golf there is much enhanced interest in continental Europe with future Ryder Cups in France and Italy and the new developments in Antalya in Turkey offering a whole range of new and impressive sports facilities will inevitably lead to hosting opportunities.

The agenda for Host City throws up a whole series of issues which will apply to almost any event held by and promoted by a host city…. But returning to the sports theme, it would be wrong of me not to refer to the challenges you will discuss on the integrity of sport.

Sport has gone through and still goes through a difficult period due to clear abuses of the standards on doping matters. These have brought extreme challenges to sport, to its major events, its federations and have encouraged huge media comment, very little of it favourable.

Issues of governance of sport and criticism of how it selects its host cities have added fuel to the fire. However, I was recently in Tokyo, host city for the 2020 Olympic Games and I am encouraged by the enthusiasm and excitement in both city and country at the prospect of hosting the Games in 2020.

Despite the inevitable arguments about possible venue changes and money – subjects that are endemic in any Olympic city and its organising committee – the Japanese ability to seek long term legacies that are relevant to their society and provide opportunities to showcase their own innovative technologies offers the Olympic movement a real opportunity to change the scepticism which appears to exist and which elicits much comment.

And this I find to be really exciting and may well be a force for greatly increased enthusiasm for Olympic and other multi-sport events. And if the Tokyo experience is proved to work, there must be a chance of a distinct on-going effect in many other similar events.

So with this rather enthusiastic view of the future I leave you to your debates; to the new ideas that will be generated; to the new experiences and friendships that are the mark of a good conference; and to a really happy visit to Glasgow, which is the whole point of being a welcoming host city.

This article is an edited transcript of Sir Craig Reedie’s keynote address at Host City 2016. To listen to the full address and other sessions, visit www.hostcity.com/hc2016/audio

The Polish city of Krakow has been confirmed as the host city of the third International Congress on Ethics and Tourism on 27-28 April 2017.

The event is being organised by the World Tourism Organization (UNWTO) in collaboration with the European Commission (EC) and the Government of Poland, focussing on promoting a more sustainable tourism sector.

The 2nd International Congress on Ethics and Tourism took place in the Ecuadorian capital of Quito in 2012, following the first edition in Madrid in 2011.

The revival of the event in 2017 has particular significance as it coincides with the International Year of Sustainable Tourism for Development to be celebrated throughout the year.

“I have gladly accepted the decision of the World Tourism Organization to choose Poland as a host for the third edition of the International Congress on Ethics and Tourism” said Witold Bańka, Minister of Sport and Tourism.

“Poland is actively channelling efforts to implement ethical standards among the tourism organisations in their everyday business. I am confident that the great atmosphere of Krakow, one of the most beautiful sites in Europe, will foster thoughtful discussions and yield positive results of the Congress.”

Issues of governance and corporate social responsibility, responsible consumption patterns and universal accessibility will be discussed, as well as effective management models for natural and cultural resources, UNWTO said in a statement.

Also on the agenda are inclusive tourism practices that spread the benefits of tourism development by empowering local communities and individuals – particularly women, youth, indigenous people and persons with disabilities. The congress will also highlight the competitive advantages of investing in a more inclusive and diverse tourism sector.

“With more than 1.2 billion international tourists crossing international borders in one single year and the prospects of continuous growth, it is crucial that we manage growth in an ethical and responsible manner” said UNWTO Secretary-General Taleb Rifai.

“The tourism sector needs to build equitable partnerships and adopt effective national policies and sustainable business strategies in all areas of development.”

The 3rd International Congress on Ethics and Tourism will be held within the framework of the UNWTO Global Code of Ethics for Tourism and the Sustainable Development Goals (SDGs), and in the framework of the cooperation between UNWTO and the Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs of the European Commission (DG GROW), with the support of the EC and the Government of Poland.

A group of prominent companies and trade associations with sound CSR policies and strategies will sign a “Private Sector Commitment to the UNWTO Global Code of Ethics for Tourism” at the event.

Host City, the largest and fastest growing meeting of sports, business and cultural events, will return to Glasgow on 28 and 29 November 2017.

With a highly regarded conference programme, Host City attracts hundreds of international delegates and a large and growing number of exhibitors from the world’s event hosting sector.

Host City is now firmly established as the annual one-stop shop for hosts, organisers and owners of sporting, cultural and business events.

Attendees at Host City include host destinations from all continents, major exhibitions, organising and bid committees, venues, sports federations and entertainment and cultural events.

Paul Bush OBE, Director of Events said: “We are delighted to be welcoming Host City back to Glasgow in 2017. EventScotland has a strong heritage with this conference and we are pleased to be once again supporting them to bring leading events professionals together.

“With a packed programme of cultural and sporting events already taking place in the coming years, including the 70th anniversary of the Edinburgh Festivals in 2017, the Glasgow 2018 European Championships and the Solheim Cup in 2019, Scotland continues to demonstrate that it is truly the Perfect Stage for events. It will therefore be fitting to have many of the world’s foremost event practitioners meeting in Glasgow at Host City.”

Aileen Crawford, Head of Conventions at Glasgow City Marketing Bureau, said: “As one of the largest gatherings of event professionals in the world, we are delighted that Host City is once again making its home in Glasgow in 2017. Business Tourism and Major Events are key to growing Glasgow and Scotland’s competitive advantage as a vibrant, world-class meetings and events destination.”

Councillor Archie Graham OBE, Depute Leader of Glasgow City Council and Chair of Glasgow Life, said: “Recently named as one of the top five sporting cities in the world, Glasgow really is the perfect place to host such a prestigious and world class conference as Host City.

“We’re looking forward to hosting this fantastic event for the third time, and also to welcoming the hundreds of attendees and events professionals from across the world.”

Colin Hartley, Glasgow 2018 European Championships Director said: “We are delighted that Host City is once again taking place during a golden era of sport in Glasgow. We will take the next step on that proud sporting journey in the summer of 2018 when we host the European Championships – an exciting new multi-sport event that brings together some of the continent’s leading sports.”

Ben Avison, Host City Conference Director said: “The quality and scale of Host City continues to grow in Glasgow and we look forward continuing our journey together in 2017.”

The International Bobsleigh and Skeleton Federation (IBSF) has chosen an alternative to Sochi for hosting its 2017 World Championships.

The BMW IBSF Bobsleigh & Skeleton World Championships will now take place in Königssee, home to the oldest permanent bobsleigh, luge and skeleton track in the world, from 13 to 26 February 2017.

Critical factors taken into consideration when selecting the surrogate host were, according to an IBSF statement, “Minimal financial impact on teams regarding travel and organisation; Keep the dates and timing of the original schedule; Experience on the operational and logistic level to host a two-week event at such a short notice; Availability of the track during the two-week time period.”

The federation said it prioritised a European host because most of the teams will be racing in Europe on the BMW IBSF World Cup Series just before participating in the BMW IBSF World Championships.

And as Königssee hosted the IBSF World Cup in February 2016, it will not need to undergo an “international training period” usually required of the host race organiser.

The IBSF said it was “very impressed by the solidarity and commitment shown immediately by the IBSF Race Organisers to support this effort in any possible way.”

The decision to move the event from Sochi was made amid ongoing investigations into the integrity of sport in Russia.

“The IBSF Executive Committee felt that during this difficult time it is prudent not to organise such an event in Russia,” the IBSF said in a previous statement, issued a few days before announcing Königssee as the host.

The IBSF said it was moving the event out of Russia “to allow athletes and coaches from all nations to participate in a competition that focuses on sport rather than accusations and discussions – whether justified or not.”

It said “The Russian Bobsleigh Federation has put a great effort in the preparation of the World Championships, but the current climate would make it nearly impossible to appreciate the efforts of the Organising Committee to host a great event or the quality of the Sanki Sliding Centre as one of the best tracks in the world.”

The IBSF also “asked all members and athletes for fair play and respect, which also includes the assumption of innocence for any athlete, regardless of national affiliation, until proven guilty.”

The International Olympic Committee (IOC) Executive Board had in July asked all Winter Olympic Sports Federations to find alternative host nations for any upcoming events.

“Because of the detailed references to the manipulation of samples during the Olympic Winter Games Sochi 2014 the IOC asks all International Olympic Winter Sports Federations to freeze their preparations for major events in Russia, such as World Championships, World Cups or other major international competitions under their responsibility, and to actively look for alternative organisers,” the IOC said.

Adam Pengilly, IBSF Vice President International Affairs, was the only IOC member to raise his hand to vote for a blanket ban on the Russian national team competing in the Rio 2016 Olympic Games.

“I’m an athletes’ representative, so I don’t want innocent athletes to have a consequence that’s nothing to do with them,” he explained to delegates at Host City 2016 in Glasgow during the panel discussion “Has Sport Lost Its Integrity?” on November 21.

“But in a bigger picture of what’s right for the long term of clean sport and the Olympic movement – and to protect that 12 to 14 year old Russian athlete that would in previous system have been forced to take drugs at some point in their career – based on the information I had, I was of the view that there should have been ineligibility for the whole team.”

All other IOC members – close to 100 – voted in favour of passing on to international federations the responsibility of deciding whether to allow Russian athletes in their sports to compete at Rio 2016.

“I can certainly accept the idea to give international federations the opportunity to look at individual athletes, and find out which ones had been part of a robust anti-doping system outside of the Russian one – I thought that was a reasonable approach,” Pengilly said at Host City 2016.

“But when someone abuses the Olympic Games, which as a movement is held so dearly, it in the way that it was abused in Sochi there should be some sort of symbolic consequence. For me, that was that we let those athletes that we deemed to be clean to come in, but not allow the Russian flag to be flown.

“I was in the minority within the IOC. I had a lot of people come up to me afterwards, both fellow members and within the sporting movement, to say well done. Some said: well done, I don’t agree; others said I do agree – and I’m like, OK you could have put your hand up as well! We need to develop our systems so it’s OK to disagree.”

For Sochi, the loss of the IBSF World Championships will be another blow to the legacy of the 2014 Winter Olympic Games – already said to be the most expensive Games in history due to reports of expenditure of US$51bn on infrastructure.

The World Anti-Doping Agency (WADA) has received expressions of interest from three cities to host the next World Conference on Doping in Sport, due to take place in November 2019 subject to the progress of three working groups.

Muscat in Oman, Katowice in Poland and Geneva in Switzerland all submitted before the deadline of 25 November 2016.

WADA will now evaluate the submissions, including “possible site visits”, before the host city is determined by a vote at its Foundation Board meeting on 12 May 2017 in Montreal.

“WADA is delighted to have received such a strong level of interest from three outstanding cities for what promises to be a crucial World Conference on Doping in Sport,” said WADA President, Sir Craig Reedie.

“The World Conference will represent the culmination of active stakeholder consultation that is already underway concerning WADA’s path forward as it relates to compliance, governance and other matters of importance to clean sport. We look forward to appointing the host city during our May 2017 Foundation Board meeting.”

The date of the next World Conference on Doping in Sport is subject to the progress of three new working groups.

These groups, established at the last WADA Foundation Board meeting in Glasgow on 20 November, are reviewing the Agency’s governance structure and lab accreditation process and evaluating the establishment of an Independent Testing Authority.

They are due to complete their work by the November 2017 Foundation Board meeting in PyeongChang.

“The Board upheld that a World Conference be organized for end-2019 with the timing being revisited at the end of 2017 in light of the progress of the Working Groups,” WADA said in a statement.

The World Conference on Doping in Sport is set to be the fifth event of its kind, following similar events in Lausanne (Switzerland) in February 1999; Copenhagen (Denmark) in March 2003; Madrid (Spain) in November 2007; and Johannesburg (South Africa) in November 2013.

The International Congress and Convention Association (ICCA) 56^th Congress will take place in Prague from 12 to 15 November 2017.

The Prague Convention Bureau and other Local Host Committee representatives received the formal handover from the 2016 Congress hosts during the Congress Closing Ceremony on 16 November 2016 in Kuching, Malaysia.

Martin Sirk, ICCA CEO said: “Our Czech hosts really grabbed the opportunity to showcase why they were awarded the chance to host the ICCA Congress, not only highlighting Prague’s cultural appeal, but also by supporting the presence of a particularly impressive Czech technology expert speaker in this year’s education programme, to let our members know they will be intellectually stimulated at the 2017 Congress as well as inspired by the city itself.”

The handover was symbolised by the passing over of the ICCA Congress flag. Delegates at the closing ceremony in Kuching were treated to world-class opera singing from Martin Matoušek, a short introduction on why Prague has become one of Europe’s top meetings destinations, and an authentic Czech lunch menu.

“Based on our estimates, around 1,200 event planners and association representatives could attend the Congress in Prague, which would be a record number in the whole ICCA Congress history,” said Roman Muška, Managing Director at Prague Convention Bureau.

“A key contribution of this event to Prague lies in increasing awareness about MICE opportunities of Prague and the Czech Republic and not only among the Congress’s delegates, but thanks to the communication accompanying the next edition of the Congress among the professional community as well.”

Prague Convention Bureau has also launched also a year-long marketing campaign and social media contest “Bridge to Prague” to promote the capital as an important historical, cultural and business crossroad.

The campaign builds on the celebrations of the 660th anniversary of the laying foundation stone of Charles Bridge – one of Prague’s famous monuments.

ICCA is a global community and knowledge hub for the international association meetings industry. ICCA represents specialists in organising, transporting, and accommodating international meetings and events, and comprises over 1,000 member companies and organisations in over 90 countries worldwide.

The annual ICCA Congress serves as a platform for networking, education and best practice sharing for the association’s members and pre-selected association delegates from the meetings industry.

Source: Prague Convention Bureau

Host City 2016 takes place in Glasgow on 21 and 22 November and it’s not too late for you to join the most important gathering of cities and sports, business and cultural events.

Just when you thought the line up couldn’t get any better, new VIPs continue to come on board, including:

• Adam Pengilly, IOC Member and VP of International Affairs, International Bobsleigh & Skeleton Federation
• Angela Ruggiero, USA IOC member and Chair of the IOC Athletes Commission
• Jean-Francois Martins, Deputy Mayor of Paris
• Attila Szalay-Berzeviczy, Chairman, Budapest Olympics Foundation
• Mike Lee OBE, Chairman of VERO

At Host City 2016 Cities, Event Owners and Suppliers will exhibit alongside a truly outstanding conference programme that includes top-level speakers from some of the most influential organisations worldwide, alongside representatives from businesses with experience of all aspects of event hosting. 

These new speakers join a star-studded cast that includes city leaders from New Zealand, Odense, Rotterdam, Paris, as well as: Sir Craig Reedie CBE, President, World Anti-Doping Agency; Paul Bush OBE, Director of Events, Visit Scotland; Francesco Ricci Bitti, President of the Association of Summer Olympic Sports Federations (ASOIF); Sarah Lewis, Secretary General of the International Ski Federation (FIS); Ugur Erdener, Vice President, IOC; David Grevemberg CBE, CEO, Commonwealth Games Federation; Bridget McConnell, CEO, Glasgow Life; Dimitri Kerkentzes, deputy Secretary General, BIE (World Expos); Simon Clegg CBE, Chief Operating Officer, World Expo Dubai 2020;  Reinhard Pfeiffer, Deputy CEO, Messe Munich; and many more.

View the full speaker line-up on the Host City website.

Don't miss this opportunity to attend Host City 2016! Get your pass today to attend the leading meeting of cities and sports, business and cultural events in Glasgow on 21-22 November. Register online

For further information please contact Ben Avison on +44 (0) 7876 682072 or ben.avison@hostcity.com

England has beaten a rival bid from USA/Canada to host the Rugby League World Cup in 2021, the Rugby League International Federation (RLIF) announced on Thursday.

As well as hosting the 31-game Men’s tournament, England will host the Women’s and Wheelchair tournament.

“The news today that England has won the right to host the Rugby League World Cup in 2021 is transformative for our sport,” said Brian Barwick, Chairman of the Rugby Football League in England.

“Our commitment to grow the game internationally, attract more spectators than ever before and put on the biggest and best event in the sports history has clearly been recognised by the RLIF.

“With a sold out game between England and New Zealand this weekend in the Ladbrokes Four Nations it is clear that there is a real passion for international Rugby League in this country. The UK has a proud reputation for delivering world class sporting events and the Rugby League World Cup in 2021 will round off an incredible decade of major events in our country that began with the London Olympics in 2012. The hard work starts now, but we are confident that we can deliver.

“Finally, we would like to thank the government for their steadfast support for the bid. Their pledge to help financially support the staging of this event and their commitment to provide up to an additional £10m investment in infrastructure for the sport of Rugby League, has undoubtedly helped to bring yet another iconic world class sporting event to this country.”

The tournament will benefit from central government backing.

"I am delighted that England has been chosen to stage the Rugby League World Cup in 2021, said Minister for Sport, Tracey Crouch.

“The government is investing up to £15 million to put on a world class show and up to a further £10 million into the game's infrastructure as part of the Northern Powerhouse agenda – and to help Rugby League grow outside its traditional home.

“The tournament will be a fantastic festival of rugby, enjoyed by a million spectators, and bringing economic benefits to host towns and cities. I look forward to working alongside the RLIF, RFL and UK Sport on an outstanding event."

The bid was supported by The Sports Consultancy, who worked closely with the RFL and UK Sport from concept design through to development of the bid book.

 “We are very grateful to The Sports Consultancy for their outstanding contribution in helping us to develop a high quality bid book that told a compelling story and ultimately won the RFL the rights,” said Jon Dutton, England 2021 Bid Lead.

“We believe it will be a transformative tournament for the sport both domestically and globally.

The 2021 Rugby League World Cup will be the biggest edition since 2000, with 16 teams and 31 matches and plans to stage 80% of games in Lancashire and Yorkshire with "showpiece fixtures" proposed for London, the Midlands and the north east of the country.

“Firstly congratulations to the team at the RFL who have worked tirelessly to bring this flagship event to England and we are hugely proud to have played a pivotal role,” said Robert Datnow, Joint Managing Director, The Sports Consultancy.

“I would also like to offer congratulations to our bid consulting team for their part in another winning bid and who from initial workshop through to bid book submission have demonstrated their professional, passionate and collaborative approach.”

The 2017 Rugby League World Cup will take place in Australia & New Zealand.

Over the years I have listened to dozens of marketing experts talk about how to effectively promote and sell your product or brand in the face of stiff competition. Undoubtedly there are various techniques and tactics that marketeers can deploy but for me, the conversation has always seemed to end up back at one place – the unique selling point.

Working out what it is that differentiates your product from all others on the market is the key to not only standing out from the crowd but maintaining credibility in an environment where everyone is trying to shout louder than you.

In Scotland, our golfing USP was forged many centuries ago when the humblest beginnings of a game now played by more than 60 million people worldwide first took root. Few countries in the world have such a close association with a single sport than Scotland does with golf.

It is known around the world as the birthplace of the game, where every legend of the sport has played, where the rules were first established and where the game’s greatest championships were first played.

It is the place where golf clubhouses are the hubs of local communities, where a love of the game is celebrated in families and passed down through generations and where the finite elements of the game are regularly dissected over a few drinks in the 19^th hole. In short, Scotland is the Home of Golf.

This USP represents the basis of all Scotland’s activities in golf, from promoting the country globally as a golf tourism destination to instilling it into the minds of Scotland’s schoolchildren as a game for everyone.

It has also been a catalyst for Scotland’s success in bidding for and securing the world’s most prestigious golf events. Don’t get me wrong, there are many factors that go into securing major events, not least past experience and an engaged and supportive Government, which we also have in abundance in Scotland.

But there is no doubt that when it comes to hosting a major golf event in Scotland, event organisers are drawn to the Scotland, the Home of Golf message and the added value it can bring to events.

A key example was The 2014 Ryder Cup, an event which was undoubtedly a huge success for Scotland, delivering economic impact, legacy and huge media profile in our key markets. But what was also apparent was the benefits that The Ryder Cup derived from being hosted in a country synonymous with the game and respected worldwide. Record numbers of overseas spectators at Gleneagles, including a larger proportion from the US than previous Ryder Cups, is indicative of that.

I don’t believe any other golf tourism brand can stand alongside that of The Ryder Cup and add value in the way that Scotland, the Home of Golf did in 2014. And in the current market with global golf sponsors and government support in shorter supply, in traditional markets at least, there is an even greater premium on a country being able to add brand value in this way.

When hosting a major event in Scotland, we endeavour to hand it back to organisers in a stronger position than when it came. This was a key element of our bid for The 2019 Solheim Cup and we firmly believe that Scotland, the Home of Golf can play its part in continuing to elevate the profile of not only The Solheim Cup but the women’s game globally.

There is an obvious quid pro quo in this equation. Our ultimate objective is to encourage more visitors to Scotland and we use our hosting of major golf events as a vehicle for achieving that. This event-led marketing strategy allows us to reach more potential visitors than we could through traditional marketing techniques and a limited budget, while adding further credibility to Scotland’s golfing proposition.

If you look closely at the golf events we support and the golf marketing we undertake, you’ll rarely see a VisitScotland logo when targeting golfing consumers. Instead, you’ll see the Scotland, the Home of Golf message because we know this resonates strongly with golfers around the globe.

This event-led technique also allows us to be innovative in the types of event we target, while also supporting the Scottish Government’s social inclusion and equality agenda. The 2019 Solheim Cup and the European Golf Team Championships – the world’s first mixed men’s and ladies professional event – in 2018 is further testament to that.

The golf tourism market is more competitive than it has ever been with golf tourists presented with more choice than ever before. Each destination has its proposition whether that be warm weather, cost, ease of access, new courses or luxury resorts. But among them Scotland continues to stand unique, as the only Home of Golf.

Paul Bush is speaking at Host City 2016, the largest meeting of cities and sports, business and cultural events. For more information visit www.hostcity.com/events/host-city-2016