AUSTRALIA’S POPULARITY AT ALL TIME HIGH: ATC

Australia was more popular than ever in the world’s major tourism markets and publicity for the Sydney 2000 Olympic Games was helping convince potential travellers to book their holiday Down Under, Australian Tourist Commission (ATC) Managing Director John Morse said today.

Speaking at the opening of the ATC’s flagship trade event, the Australian Tourism Exchange in Sydney, Mr Morse said research showed Australia was one of the world’s most desirable tourist destinations.

“Tracking of Australia’s competitive ranking against other tourism destinations shows we are now in the top three ideal destinations in 10 of the 12 markets in which we undertake this kind of survey,” he said.

“And in five of those markets, the USA, England, Japan, Korea and Singapore, we are the number one ideal destination.

“Importantly, in the more practical measure of destinations which respondents claim they would seriously consider visiting, Australia ranks in the top three in eight of the 12 markets surveyed.

“In five of these we are the number one destination potential visitors will consider in the next few years.”

Mr Morse said the 2000 Olympic Games was playing a vital role in helping convert Australia’s status as the world’s dream holiday destination into actual bookings.

“Our tracking surveys show the Games are helping to convince many people to actually plan their Australian holiday,” he said.

“The publicity which the Games have already generated for Australia, from travel stories to profiles of the country, is providing the world with even more reasons to visit.

“For example, nearly one in two Indian potential travellers are more likely to consider travelling to Australia as a result of the Olympic Games. Similarly strong impact has been made in Malaysia, Thailand and China.

“And in the USA, the country that probably dominates Olympic competition and coverage, nearly half of all potential travellers say they are more likely to visit Australia in the next three to four years as a result of the Sydney 2000 Olympic Games.”

Mr Morse said last year’s predictions that 2000 would be the year that would cement the industry’s profile and position were being proven accurate.

“With the public appreciation of tourism being matched by Australia’s unprecedented popularity world-wide we are certainly on track to make this the tourism decade.”

Key findings of ATC Tracking Studies:

· In New Zealand Australia ranked #3 ideal destination and #1 considered destination

· In USA Australia ranked #1 ideal destination and #5 considered destination

· In England Australia ranked #1 ideal destination and #3 considered destination

· In Japan Australia ranked #1 ideal destination and #1 considered destination

· In Korea Australia ranked #1 ideal destination and #1 considered destination

· In Malaysia Australia ranked #3 ideal destination and #2 considered destination

· In Thailand Australia ranked #2 ideal destination and #1 considered destination

· In Singapore Australia ranked #1 ideal destination and #1 considered destination

· In China Australia ranked #2 ideal destination and #5 considered destination

Key findings of ATC Olympic Surveys:

· General awareness for the location of the Sydney Olympics has increased across all countries surveyed (Germany, England, USA, New Zealand, Taiwan, Indonesia, China, Singapore, Thailand, Malaysia, Korea and Japan)

· Nearly one in two potential travellers from India, Malaysia. USA and Thailand are more likely to consider visiting Australia as a result of the Olympic Games

· One in three Chinese potential travellers are more likely to visit Australia as a result of the Games.