Models of event leveraging identify strategies that organisers can use to increase the benefits that sport events bring to host destinations. Amongst these, leveraging tourism benefits during the event is a frequently cited strategy by which organisers can bring more money into a destination. To date, little work has been conducted on leveraging immediate tourism benefits from mega sport events. In addressing this issue, we reflect and present findings related to previously identified event leveraging theories that are determined by tourists' activities at a host destination. These are (a) enticing visitor spending and (b) lengthening visitor stay. The aim of this paper is to evaluate the use of such leveraging strategies during the London 2012 Olympic Games to increase event-related tourism. Results from 15 interviews with key stakeholders demonstrate that the effectiveness of these leveraging strategies can be limited by a number of challenges: (1) limited strategies to entice visitor spending (2) limited interest in tourism attractions (3) lack of location attractiveness (4) the displacement effect and (5) the impact of the wider economic environment. Key challenges and opportunities are detailed, a discussion on the implications for event leveraging is provided and potential areas for future research are outlined.

Purpose This paper aims to evaluate the “Janus-faced” character and causes of overtourism to propose recommendations to tackle such a phenomenon. Design/methodology/approach A case study analysis approach is adopted for this study. Studies of practitioners are presented and reflected upon with reference to academic literature on overtourism. Findings The study presents practical examples from Haiti, Nicaragua and Zanzibar. Tourism practitioners’ studies on overtourism are presented and general recommendations on tackling overtourism are proposed. Research limitations/implications This study will be of interest to tourism practitioners and Destination Marketing Organisations (DMOs) worldwide who seek understanding of the overtourism phenomenon and the associated negative impacts. The study provides useful recommendations that can be used in similar situations of overtourism. Originality/value The paper extends understanding of overtourism causes and consequences. While overtourism is generally looked at from impact studies, this paper argues the urgent need for solutions to tackle the phenomenon.

Purpose This study aims to recommend initiatives that can be adopted to overcome overtourism in host destinations of mega sport events. Design/methodology/approach This study adopts a qualitative research design that involves 20 semi-structured interviews with key informant stakeholders of the London 2012 Olympic Games. An exploratory case study approach was used to investigate strategies used to leverage tourism benefits in host destinations, and the authors used thematic analysis to present strategies to overcome overtourism in host cities. Findings This study emphasises the need for spreading tourists beyond the host city as a main strategy. To do so, three initiatives are recommended: spreading domestic tourism outside the host city, showcasing destination beyond the host city and promoting regional collaboration. Practical implications This research provides tourism practitioners and destination management organisations in host destinations of mega sport events with an advanced strategic insights to capitalise on mega sport events. The authors suggest considering the events as a theme through an event planning process to overcome potential overtourism in unique host cities. Originality/value As overtourism has an impact on visited destinations, this study argues that overtourism can be generated by mega sport events. This paper offers an extended insight into overcoming overtourism by implementing strategic event tourism, leveraging initiatives that can be extended in use to reach geographic areas beyond host cities of mega sport events.

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