Aiming for regional revitalization and the establishment of sports hospitality

The Rugby World Cup is about to kick off. What will this first-ever tournament in Asia bring for the future? We asked Akio Shimazu, Secretary General of the tournament's organizing committee.

 

Inbound effects extend beyond host cities

For the Rugby World Cup to succeed and build momentum into 2020 and 2021, several points are crucial. One is energizing "regions." This tournament is being held across 12 cities nationwide. The theme is to generate excitement throughout Japan, with the knockout stage not concentrated in the Tokyo metropolitan area—two matches will be held in Oita, for example. Additionally, many visitors come from Europe, America, and Oceania, and they stay for extended periods. Getting visitors to tour nationwide between matches, not just stay in host cities, is crucial for encouraging repeat visits in subsequent years. In fact, Kanazawa, which is not a match venue, is systematically attracting visitors from Oceania and has already secured tour bookings for tens of thousands of people. We want this to have a significant impact as an opportunity for sustained inbound tourism beyond next year.

Can we establish an economy driven by sports hospitality?

At European tournaments, fans don't just watch the games; they spend hours before and after socializing with friends, enjoying food and drink. Stadiums allocate extensive corporate seating, serving as social venues. Twickenham Stadium (UK), the home of rugby, even houses a hotel within its grounds. This demonstrates how rugby sparks a broader economy.

The massive fan zone set up for Rugby World Cup 2015 in England. Large crowds of fans enjoy food and drinks with friends not only during the matches but also before and after.

Sales of "sports hospitality" packages (offering not just match tickets, but also high-quality, authentic dining and entertainment) are also strong for this Japan tournament. I hear hospitality zones will be set up for the Tokyo 2020 Games too. If this takes root, it could generate significant economic impact and value next year and the year after. As the vanguard of the Golden Sports Years, we want to establish sports hospitality firmly in Japan. Another key element is the fan zones set up in host cities. These offer public viewing, local gourmet food from various regions, and rugby experiences. We also hope private restaurants and bars will use this opportunity to provide enjoyable spaces for rugby fans.

Overseas fan zones seem to integrate not just viewing spaces, but also dining, amusement, and other entertainment.

As the first host in Asia, promoting the sport to children

This is Asia's first Rugby World Cup. "Promoting rugby" is also crucial, which is why the opening ceremony theme is "Rugby for Tomorrow." We will hold team welcome ceremonies at the official training camps for all 20 teams. We want to create as many opportunities as possible for fans to interact with the players. We want more children to watch and enjoy rugby for the next generation. Rugby-related events will also be held at the Tokyo 2020 Games and the 2021 World Masters Games Kansai. This tournament holds tremendous significance for further fueling the passion for rugby going forward.