Australia looks to sport for tourism boost
A trio of major sporting events taking place over the next 12 will provide the inspiration for a new Australian tourism advertising campaign aimed at key Asian markets.
First up is the Asian Cup football tournament which is expected to attract over 500,000 spectators including 30,000 international visitors.
A study by PricewaterhouseCoopers estimates the event will generate an economic impact of A$23 million.
Tourism Australia began filming a campaign on the Gold Coast in an effort to boost tourism in key markets including China, Japan and Korea.
"The Asian Cup is the biggest football tournament Australia has ever hosted," said Tourism Australia managing director John O’Sullivan.
He said the agency wanted to show "the beautiful game being played in the world’s most beautiful location".
"These are international visitors who stay longer, travel further and spend more," he said.
The Cricket World Cup will then take place in February and March, followed by the World Netball Championships in August.
Last year more than 100,000 international travelers came to Australia specifically to attend a sporting or cultural event.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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