Abstract

The Olympic Games are a major tourism attraction and are used by host cities and destinations to try and positively affect destination image and drive tourism attractiveness. Olympic tourists travel to enjoy the sport and carnival of the event, but some also seek to engage in sex tourism. This study draws on interviews with 10 heterosexual male sex tourists during the 2016 Rio Olympics in order to investigate the relationships between the Olympic Games, destination image, and sex tourism. Findings reveal that the limonoid atmosphere of the event provides an appealing atmosphere for sex tourists to engage in sexual encounters with sex workers and local women. The image of Rio as a destination was important in this, as it was seen as a relaxed and fun destination and Brazilian women as beautiful and sexually available. Issues of power between the mainly white sex tourists from the Global North and more economically vulnerable local women in destinations in the Global South were identified and recommendations offered for how Olympic and host destination stakeholders can better protect those most vulnerable to sexual exploitation during mega-event hosting, such as working with other related organisations to educate tourists and protect local women.