As IPL season rages on, travel experts analyse how it is boosting the tourism economy. By Team Viva.
We Indians know how to make any deal the best. So if cricket be our Mecca, then the places around the stadium are no less holy. Ever since the Indian Premier League (IPL) has got off the blocks, most travel companies have noticed a considerable increase in the number of tourists travelling exclusively to watch sports-related events or alternatively planning a holiday around a major sporting event. IPL has given a new dimension to the concept of sports tourism, which is still in its infancy in this country.
Reports suggest that hotels and service-providers benefit from this rush of travellers who combine a holiday with an IPL match, thereby enriching their holiday experience.
Karan Anand, head, relationships, Cox & Kings, says that this year he has seen a a 30 per cent rise in the number of travellers booking their holidays, where they combine a match experience with local sight-seeing. Another factor that makes IPL attractive “is the entire league being domestic” but offering an opportunity to watch international players and games. “When the cricket fans travel to watch matches, most of them combine their trip with leisure tours. Sightseeing tours are being booked in advance alongside accommodation. Some fans opt for self-drive tours from the match venues, thus contributing to the rental car segment, which oils the tourism economy well,” he adds.
Sport today has become a key driver for tourism in India and cricket has been at the forefront of it, explains Manmeet Ahluwalia, marketing head, Expedia. He points out that now that the IPL is as much a part of the national culture calendar, there’s a huge surge of fans and cheerleaders travelling to Delhi, Mumbai, Mohali, Jaipur, Hyderabad and Kolkata. Since a part of the IPL also coincides with the summer holidays, “people try and design their itinerary in such a way that they watch the matches and proceed to another destination close to the city,” says she. For instance, Mumbai has seen the maximum queries, almost above 35 per cent, as the city is the venue for the finals and tourists are choosing beach packages in Goa and Alibaug after the match. Mohali footfalls are up 17 per cent, it being close to Shimla for a relaxing vacation,” adds Manmeet.
He points that mostly the Gen Z, bachelors and DINKS are looking at making the most of the season as they don’t have to be dependent on annual summer vacations. These opportunities make for quick weekend getaways for them.
Karan suggests that a 20 per cent spike has been observed in bookings by women-only travellers.
Daniel D’Souza, president and country head (Leisure), SOTC Travel, has compiled a choice of destinations. “Chandigarh, Jodhpur, Aurangabad, Agra, Mysore, Puducherry are on the itinerary of sports enthusiasts because of the IPL fever. In addition to the matches, these locations also make for ideal getaways. So we expect to see a rise in travel bookings. SOTC designs packages which offer a perfect blend of sport and sightseeing at the destination for the travellers to enjoy.”
Rising disposable incomes have been one of the main reasons for sports enthusiasts to fulfill their desire for unique experiences. Interestingly, Anand points out that tourist spots like Nek Chand Rock Garden, Sukhna Lake, Pinjore Gardens and High Court museum top the list of sights for cricket tourists in Chandigarh. Similarly, Jaipur is being used as a pivot for Rajasthan tour packages. Mysore palace and the quaint French lanes of Puducherry are also on the list of must-sees for those going to Bengaluru and Chennai respectively.
“The concept of sports tourism is booming and millennials are looking for holiday ideas matching their passion and preferences. We aim to enable incredible sport-inspired tour experiences for admirers around the globe,” says Heena Akhtar, co-founder of tripXOXO.
