Champions League Final Will Bring Thousands to Istanbul. It's Worth More Than Just the Game.
25.08.2023 - 13:26
/ skift.com
/ Justin Dawes
Tens of thousands of visitors are descending upon Istanbul ahead of the final game of the season for the Union of European Football Associations (UEFA) Champions League on Saturday, where Manchester City will play against Inter Milan at the Istanbul Atatürk Olympic Stadium.
Skift’s first sight of them was on arrival at Sabiha Gökçen International Airport on Thursday: There were hundreds of people waiting to enter the country, more joining every few minutes from airplanes continually landing from abroad.
A couple of Italian men — wearing jerseys of their favorite football team — raised their fists and began singing an anthem in their language. A few notes in, a couple dozen Italian strangers were singing along.
The police quickly intervened: “Be quiet, please,” they yelled.
There were 46 commercial flights scheduled this week from Manchester to Istanbul alone, carrying more than 9,300 passengers, according to data from aviation analytics firm Cirium.
Turkish Airlines is the official sponsor of the UEFA Champions League for the season.
Istanbul has 3,000 registered hotels, and they are collectively approaching 95 percent percent capacity this weekend, according to Muberra Eresin, president of the Turkish Hotel Association and vice president of Eresin Hotels, which operates four hotels totaling 488 rooms in Istanbul.
Before it was known which teams would be competing this weekend, hotel capacity in Istanbul was at about 70 percent. Once it was known that the teams from Italy and England would play each other, more hotel bookings started rolling in right away, Eresin said. And that’s not counting the many short-term rentals available throughout the city.
Having such a high hotel capacity is not unusual for Istanbul during a big event, especially in the summer months. While the 75,000 football attendees surely will create some economic impact, Istanbul’s hosting of the one-day game is more important for the city than the event alone.
The true value to the tourism industry of hosting this major event — expected to attract hundreds of millions of live viewers worldwide in addition to those attending in person — is the advertising power.
“Apart from this economic benefit, it’s very important to note that hosting such a prestigious event highlights Istanbul. This recognition can contribute to the city’s promotional global scale, attracting more visitors, boosting its reputation as a sought after destination for future events,” Eresin said.
“That’s why it’s very, very important — not occupancy-wise, but that’s why it’s a very important opportunity for Istanbul.”
It’s hard to measure exactly how worldwide exposure to destinations like Istanbul plays out in the long run, but there are ways to measure