SPORT AND TOURISM
For decades, tourism and sport have been accelerating towards a strong convergence. In 1999, the WTO and the International Olympic Committee (IOC) felt it was time to sign a Cooperation Agreement that sanctioned the growing interrelation between the two. There are several aspects to take into consideration in this intersection, which is not conjectural, but inherent to the very core of the two activities and has implications for development, marketing and economy, and human values. The sport-tourism phenomenon has now reached global dimensions and the reason is clear: tourism is the third world industry (pre-pandemic data) while sports represent the first world industry of active distraction. Sport is everywhere from the daily routine of many of us all around the planet to the showbiz: more and more sportsmen have risen to the role of collective heroes, role models and celebrities, often in parallel to the traditional star system. Sport is one of the most sought af...