The Power of Sports

Sport today is no longer just a game – it is a powerful tool for influence, economic growth, global positioning, and branding. This panel explores how governments and organizations leverage sport to build identity, attract investment, and create long-term impact that extends far beyond the playing field. Particular attention will be given to the connection between tourism and sport, focusing on how sporting events, athletes’ achievements, and various forms of collaboration contribute to the promotion of travel and destinations.