The 24th World Congress of AIMS a success

The 24th World Congress of AIMS occurs in Hanoi from November 11-17

The event featured presentations on topics such as the economic impact of marathons, leveraging AI in race organisation, and environmental stewardship. Discussions will also address cultural heritage, women in running, and sustainable practices in marathon events.

“In recent years, we have witnessed an increasingly close connection between marathons and the tourism industry. These races create opportunities for local communities to showcase the beauty of their culture and people at every step. This workshop aims to share experiences and successful models from countries and regions, while exploring solutions to enhance the synergy between marathons and tourism. It also aims to develop the sports industry, attract international tourists, and deliver sustainable value to the community,” said Le Thi Hoang Yen, deputy director of the General Department of Physical Education and Sports.

“We are discussing topics such as organising successful events, harnessing the power of media to promote them, creating unique tourism experiences for participants, and, importantly, protecting the environment during major sporting events. I hope these discussions and sharing sessions will yield creative and practical solutions to foster the strong development of the sports industry and contribute to the economic and tourism growth of each locality,” she added.

Paco Borao, president of the Association of International Marathons and Distance Races

The workshop included four main presentations addressing critical issues in running, such as waste management, cultural preservation, and the development of Vietnamese running tracks. Elections for some executive board positions will also be held, and internal matters of the association will be discussed. Additionally, participants will have the opportunity to join the race and learn from the organising boards of international marathon events.

DHA is one of the organisations actively learning from international experiences to enhance its marathon events.

Nguyen Tri Man, a representative of DHA company

“We must identify the segments we want to target. The current market has two key segments: domestic and foreign runners. Both are important, but if we consider economic value, the international market holds vast potential. The global marathon market comprises hundreds of millions of runners, and attracting just 1 per cent of them could yield substantial economic benefits. For example, in 2022, the average foreign tourist spent $1,038 on their vacation in Vietnam. If we attract just 1 per cent of the global running market, we could earn billions of dollars,” said Nguyen Tri Man, a representative of DHA.

However, attracting these two segments requires distinct approaches.

“For domestic runners, environmental concerns are paramount—there should be no fine dust, no pollution, and secure running tracks. Achieving this requires strong support from local authorities. For instance, during the New York Marathon in the COVID-19 pandemic, it was the city’s mayor who announced the race cancellation, demonstrating the level of local involvement required,” Man said.

“For international runners, attracting them goes beyond beautiful routes and good air quality. When they participate in a race, they often combine it with a holiday, bringing family and friends along. They expect additional experiences. Understanding this demand, DHA has linked marathons with heritage sites in various provinces and cities.”

Man also emphasised the importance of communication in attracting runners. “Our communication strategy needs to cater to different audiences using tailored approaches. The most critical element is an ‘authentic experience’ for runners. The most effective communication channel is word-of-mouth within the running community. If participants are genuinely satisfied with the race, they will spread the word, attracting more international runners,” he said.

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