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Intangible legacy encapsulates the essence of Olympism and its manifestation, the Olympic Games. Despite significant interest in the capacity of the Olympics to produce notable changes in society, conceptual difficulties in defining and measuring intangible legacy persist. The study develops a conceptual definition of intangible Olympic legacy.

The study follows a four-step concept definition approach. It examines and integrates three strands of literature including intangibles, social interactions and public value, which is combined with insights from a longitudinal empirical investigation of intangible Olympic legacy for National Sport Organisations (NSO).

The proposed concept of intangible legacy defines it an emerging combination of attributes, interactions, processes and technology, with the goal of creating public value which is the ultimate goal of the Olympic Games. Since intangible legacy is qualitative rather than quantitative, a reconsideration of the current research paradigm is also proposed.

The study develops a new analytical device for the investigation of intangible legacies for specific publics such as NSO.

The study carries practical implications for Olympic and events/festival promoters as it allows defining and operationalising the key attributes of the concept.

This is the first study to conceptualise intangible legacy of mega events.

Mega sport events (MSE) are immensely popular but also highly criticized because these include large public budgets and involve politically sensitive topics. In this context, there is an increasing attention toward legacy planning, the effort to confer long‐term benefits to a host destination through organizing MSEs, such as the Olympic Games. When it comes to event planning, large‐scale master plans are a common approach. However, in the Netherlands the authors see that an alternative development model is pursued called the Dutch Approach to prepare for the possible candidature to host the Olympic Games of 2028. This paper aims to analyze this approach with a specific focus on whether this approach has the potential to result in a positive legacy.

The research involves a literature review which distinguishes factors that positively or negatively influence event legacies. This results in a framework which is used as a guide for a content analysis of data on the Dutch Approach. Hence, data are obtained from analyzing academic and professional literature, policy documents, research reports, and newspaper articles on the Dutch Olympic ambitions, and the planning approach thereof. Moreover, data are derived from a study by the authors on the development of the area “Sportas Amsterdam”.

The research identifies factors that can contribute positively and negatively to the legacy of events. It provides a unique insight into the planning process of The Netherlands in the context preparing a bid for the Olympic Games of 2028. What can be learned from the Dutch Approach is that planning for a positive legacy is a long‐term and complex process that heavily relies on the support of a range of stakeholders. Due to the range of actors involved, it involves much negotiations and becomes increasingly difficult to achieve consensus.

The paper provides a reflection on the concepts of legacy and legacy planning, and outlines a set of propositions concerning the future of MSEs that present an agenda for further research. By doing to, the paper highlights the importance of focusing on how the relations between stakeholder involvement, planning approaches, and types of urban regimes influence the extent to which a positive legacy can be achieved.

The paper provides a state of the art overview of contributions on event legacy and legacy planning. It draws attention to conditions for positive legacies and implications for planning and governance approaches. It is argued that a top‐down government‐led approach to a MSE will probably have less impact on future tourism compares to the Dutch Approach.

One of the most significant innovations to emerge from Sydney's hosting of the 2000 Olympic Games has been the way that Australian tourism organisations have built the Games into their marketing strategies. As the Business Manager Olympic Games for the Australian Tourist Commission, Maggie White is responsible for the ambitious international Olympic tourism marketing program. Here she talks to Dr Laurence Chalip of Griffith University, about her role and the challenges she faced.