Imagine over 40,000 people coming together in front of stunning Heian Jingu in Kyoto, people of all ages from all over the world, smiling and happy to be in Japan.

It’s hard to imagine that scene today, a time when the COVID-19 pandemic has left the biggest tourist destinations of the world, including the popular former capital of Japan, bereft of visitors. But that’s what Jens V. Holm sees in his head, in May of 2021. That’s when the World Masters Games 2021 Kansai takes place, the global sporting event that brings together two to three times the number of athletes than the Summer Olympics.

Holm is the CEO of IMGA, or the International Masters Games Association, and he expects to be in Japan from May 14 to 30 of next year, during the 17 days of the first ever World Masters Games (WMG) in Asia.

The WMG invites anyone 30 years of age or older to compete in 35 sporting disciplines ranging from track and field and swimming events to team events like baseball and rugby, to lesser known competitive sports like tug of war or orienteering. Held every four years, the year after an Olympic year, WMG is becoming one of the most popular Big Tent sporting events in the world.

A significant difference between WMG and the Olympics is that while the Olympics invite national teams, the WMG invites individuals, which means there is no mass directives from committees to dictate whether an athlete will attend or not attend. And while Holm, like the rest of us, does not know if there will be a vaccine by the end of the year, he does know we will be better prepared in 2021. “We will take precautions, do proper risk management,” he said. “We have spread the venues out over the entire region of Kansai so that we won’t have all the people in one area during the Games.”

The World Masters Games Kansai 2021 is Japan’s “canary in the coal mine” – the event that will determine the confidence the world has in the 2020 Tokyo Olympics, and whether the world will also come together for the opening ceremony on July 23. As we approach the Fall of 2020, we can look to the “health” of the canary, hoping to hear the chirpy notes indicating WMG is ready for flight in 2021.

And WMG can fly.

In the shadow of the Olympics, FIFA World Cup and other massive international sports events, the World Masters Games has quietly built up a tremendous fan base of participants. Additionally, Holm said that cities are eager to bring the Games to their areas, with four cities currently bidding for WMG 2025: Perth, Taipei, Paris and Singapore.

While the Olympics generally get a lot of bad press about budget overruns and white elephant “legacies,” the World Masters Games creates significant return on investment to the host city, without the development of any new infrastructure. In fact they insist that the host city employs only existing infrastructure. The World Masters Games focuses on attracting participants from around the world, like a major marathon or triathlon event, to generate revenue, not on television rights, spectator ticket sales or sponsorships like the IOC does. Holm explained that the IMGA is a non-profit, and that the purpose of the Masters Games is to serve as a tourism event.

Our focus is on the host cities making money, not the IMGA. We charge the host city rights fees, but always less than the city receives from the athletes in registration fees, so the organizers start in the black.  And we don’t allow the city to build anything. This way all their investment into operating the games will serve as an investment in tourism. The big revenue generation for the host city or region is athletes paying for their own travel and accommodation.   

In fact, if you watch the promotional video for WMG 2021 Kansai, it is essentially a tourism video enticing athletes to experience the beauty and cuisine of the nine prefectures hosting sporting events during the games.

Holm said that prior to the pandemic outbreak, expectations were that WMG Kansai was going to be their most popular event ever. While the last WMG saw over 28,000 athletes gather in Auckland, New Zealand in 2017, Holm was expecting a record-breaking 50,000 athletes, half from Japan, and half from overseas. And these athletes are above average spenders.

“The average age for both men and women is 51,” said Holm. “The athletes who come from overseas end up taking two weeks off to participate, indicating they tend to be from higher income groups. And 77% of them have a university degree. With high income and high education, you have more time and resources to focus on your health. That fits in very well with the Japan market, which is focused on building their tourism industry, as well as working to ensure their aging population has an active lifestyle.”

So without the financial burden of building costly infrastructure like sports venues or athlete accommodations, among other things, and the focus primarily on attracting motivated athletes (not spectators), the World Masters Games model has proven to have a positive impact on the host economy. An independently researched report on WMG2017 in Auckland, New Zealand stated that the “return on Auckland’s investment in WMG2017 was 151%, calculated as $34.2 million (WMG’s contribution to regional GDP) divided by $22.6 million (Auckland’s investment in WMG2017).”

A good part of that return on investment came from the over 27,000 visitors to Auckland who spent a total of 241,480 nights in hotels and Airbnb venues, staying on average 8.9 nights. The 17,000 overseas visitor spent over USD56 million in New Zealand, a fifth of that from visitors who flew in via the national carrier, Air New Zealand.

This is what the leaders of the nine prefectures in the Kansai region are hoping for, a jolt to re-energize their tourism ecosystem.

“That’s why we had it on the drawing board to spread venues across the region,” said Holm. “There is so much to see in Kansai from a tourism point of view. And the infrastructure is very good. This will be an excellent way for the country to promote itself.”

Note: WMG2021 Kansai was postponed to 2022, based on a decision by the IMGA Assembly held early November, 2020.