Lost Destination marketing opportunities due to international sporting boycott

Abstract

The relationship between hosting sporting events and destination marketing opportunities has been widely researched in terms of generating internal national cohesion and citizen pride, furnishing economic benefits and uplifting the global profile of the host country. This critical commentary draws attention to the loss of destination marketing opportunities due to international sporting exclusion as well as possible repercussions not only to the external destination image but also to the residents of that country. The case referred to in this manuscript is Pakistan, which is not able to host international cricket matches on its soil due to the terrorist attacks on the visiting Sri Lankan international cricket team on 4 March 2009.