The travel industry believes that holding a football tournament has more impact than other sporting events, according to new research. A survey by Pangaea Network has found that football events were four times more popular than motor racing and nine times more than ‘other’ sports such as cricket and the Olympics. Further results showed that major events were seen to encourage people to new destinations, particularly as 88% believe that hosting an event can change the public’s opinion of a country. “This research reveals that perception is everything,” said Jo Johnson, chairman at Panagea Network. “It demonstrates that tourism has to be an integral part of the hosting strategy and, if successful, can bring significant long-term benefits to a nation.” Spain, South Africa and New Zealand were highlighted as countries that had benefitted from this. Around three quarters of the industry (76%) also think the host city’s outer region will see an increase in visitors thanks to excursions. However, over-pricing in resort was listed as a major concern for 92% of those surveyed, despite the premium prices to travel to a sporting event. Fans are also keen to attend a sports event in addition to their main holiday (63%).