SPORTING EVENTS TO BOOST UK VISITOR ARRIVALS

Sporting events in Australia will help to boost visitor arrivals from Europe over the next few years according to Australian Tourist Commission (ATC), Regional Director, Europe, South Africa and the Middle East Andrew Richards.

Speaking at the Australian Tourism Exchange (ATE) today Mr Richards said sporting events such as next month’s Lions Tour will deliver thousands of additional tourists to Australia.

“The Lions Rugby Union tour will see more than 10,000 visitors from the United Kingdom and Ireland travel to Australia,” he said. “This is more UK visitors to Australia than visited during the Olympic Games.

“The Lions Tour travels to Perth, Brisbane, Sydney, Coffs Harbour, Gosford and Canberra with many visitors undertaking either post or pre tours to destinations such as the Great Barrier Reef, helping to spread the tourism benefits across the country.

“It is estimated that these visitors will inject over $30 million into the Australian economy.

“Over the next few years Australia will play host to a number of international sporting events including the Rugby World Cup in 2003 and the Sydney 2002 Gay Games which are expected to attract thousands of international visitors down under, not only from Europe but from around the world.

Mr Richards said the ATC has been working with the Australian Rugby Union (ARU) to develop tourism opportunities and ensure visitors travel beyond the Rugby field.

“The ATC have produced a “Passport to Australia”, which provides details on Australia as a holiday destination which has been distributed to all international visitors travelling to Australia for the Lions Tour,” he said.

“This is aimed to encourage visitors to experience more of Australia and to venture beyond the hotels and football stadiums.

“We have also been working with the 70 international media who will be covering the Rugby tournament to ensure they produce stories on Australia, beyond the Rugby matches.

“The ATC will continue to work with the ARU prior to the World Rugby Cup to ensure we maximise the tourism opportunities and encourage as many International visitors to attend the Games and also extend their stay down under.