JTB Italy Delivers Winning Performance in Large-Scale Sports Event Hospitality Operations

Industry :Manufacturing

Participants :approximately 120

Destination :Italy

Period :Around 10 days

# Case Studies
# Group Travel
# Europe

JTB Italy Delivers Winning Performance in Large-Scale Sports Event Hospitality Operations

Project Summary: Sports Event Hospitality Operations in Italy

Responsible for hospitality operations for a large-scale sporting event
Overcoming difficulties while following Italian business practices
Accompanying the client's project team
All-around hospitality based on our extensive knowledge of event organization

Client Objectives for International Sports Event Hospitality Management

The client, an international Japanese manufacturer, sponsors sporting events held in Italy. When sponsoring global sporting events, it is common for the company to invite VIP guests to enjoy not only games, but local sightseeing, parties, and other tours too. Our JTB Italy branch was responsible for end-to-end international sports event hospitality operations, including accommodation bookings, regional logistics, and delivering the high level of VIP hospitality services expected at global sporting events.

In Italy, sports associations oversee tour coordination related to large-scale sporting events, requiring close communication with officially appointed organizers. Our Italy office selected a member from the team who had already built a long-standing relationship of trust with the official organizer and, working according to Italian business customs, proceeded with the project.

Key Challenges in Large-Scale Sports Event Operations in Italy

There were three main challenges to this project. The first stemmed from Italy's unique business practices and cultural background. Negotiations were essential when it came to dealing with official organizers appointed by the sports associations.However, this proved to be a challenge. We had to build business connections and trust, which are important in Italian business because plans needed to be coordinated efficiently. Initially, the client communicated directly with the official organizer in English, which added complexity to negotiations. Due to the lack of an established working relationship, the project progressed slowly and faced scheduling delays.As project delays emerged, the client required a dedicated team capable of restoring momentum and managing negotiations with the Italian association. The client team's lack of experience planning tours meant we had to step up to the plate to showcase the hospitality and conduct required for a memorable, personalized sightseeing tour ideal for VIP guests.

Key Execution Highlights for Sports Event Hospitality Operations

・Managed negotiation and progress based on Italian business practices

・Accompanied client in the management of the project

・Created impressive sightseeing plans for VIP guests

Solutions: End-to-End Sports Event Hospitality Coordination

JTB Steps in as Lead Coordinator and Negotiator for Sports Event Operations

Our Italian team’s representative brought extensive experience in sports event hospitality management, having previously supported Olympic-related projects on three occasions. Our selection as the project leader was based on the trusting relationships we had built with various sports-related parties in past projects. Hotels and buses, which had proved challenging, were successfully arranged, which helped us catch up on the schedule.

Effective Communication and Negotiation Aligned with Italian Business Customs

WhatsApp is frequently used for communication in Italian business.

While regular communication is done via the app, negotiations are preferably done over the phone.

Any issues not resolved over the phone were discussed face-to-face.

As a result, we were able to develop a smooth and efficient tour plan that integrates event management requirements while remaining consistent with local business customs.

Professional Tour Planning Support for International VIP Groups

The client's team required greater experience to plan tours for international groups. Therefore, we considered the client's requests and proposed alternatives. We also ensured the tour was within the budget and figured out how to execute an entertaining plan for the VIPs.

Designing Memorable Entertainment Programs for VIP Hospitality

To enhance the overall guest experience, JTB Italy organized a variety of entertainment programs tailored to VIP hospitality expectations. One notable example, well received by the VIPs, was a reception party combining a flash mob with an opera performance and a string instrument concert.

We also offered a tour of the Museum and the first Italian grocery store with an international presence, locations of interest for the VIPs, all while demonstrating our level of hospitality.

Conclusion: Delivering High-Quality Sports Event Hospitality Through Local Expertise

The hospitality management by our JTB Italy team for this large sporting event strengthened the partnership between the client and VIP guests. We received many compliments from both for our efficient and smooth management. This success was driven by JTB Italy’s extensive experience in European sports event logistics and hospitality, combined with a strong local partner network.

Behind the scenes, the specialized skills of our staff were instrumental in this success. With our outstanding leadership, high level of hospitality, knowledge of Italian culture, and personal connections in the region, JTB Italy can guarantee high-quality hospitality tours for you as well.

Project Lead: Experienced Sports Event Hospitality Specialist in Italy

Murakami Yuriko　

JTB Italy S.r.l.
JTB Meetings & Events
Senior Manager

She has lived in Italy for almost 30 years, having first visited the country to training in alpine skiing. During her time there she has been extensively involved in various types of travel and events, both inbound and outbound. Her expertise is particularly strong in the area of sports events, where she has gained a wealth of knowledge and experience over the years.