The Rugby World Cup next year will deliver a multi million dollar kick for the Australian tourism industry, with the world's rugby fans to head down under, Australian Tourist Commission (ATC) Executive General Manager, Stephen O'Neill said today.
"Tickets to the Rugby World Cup (RWC) in Australia will be in high demand and we are expecting around 40,000 international tourists spending up to $300 million during their stay," he said.
"They say rugby is the game they play in heaven - well, they're coming to the right place!
"This is the most important event to be held in Australia since the Olympic Games and the biggest sporting event in the world for 2003, providing a great opportunity to boost international visitation and keep Australia in the world's spotlight.
"England, Wales, Ireland and Scotland as well as France, South Africa and Hong Kong's expat community are expected to provide the largest visitor numbers, along with New Zealand.
"The international tourism dollar will be dispersed Australia-wide with games to be held in major cities around the country. Our challenge is to encourage international visitors to take holidays beyond the rugby field to ensure all of Australia shares the tourism dollar.
"In addition, over 1.3 billion viewers are expected to watch the Cup on TV, providing an enormous opportunity to showcase Australia as a sporting and holiday destination."
Mr O'Neill said the ATC had joined forces with the Australian Rugby Union (ARU) and the Tourism Task Force (TTF) to form Rugby - Tourism Advisory Group (R-TAG), a strategic planning forum, to ensure all sectors of the tourism industry maximise the opportunities with the upcoming event.
"The ATC is developing a range of marketing programs in key tourism markets to maximise the number of international visitors traveling to Australia for the Rugby World Cup," he said.
"Just like during the Olympic Games, the ATC will work with official sponsors, tour operators and airlines as well as broadcast right holders and visiting international media to maximise the exposure of Australia overseas.
"The Lions Tour last year clearly illustrated the economic windfall that sporting events can deliver for our industry - we will be ensuring the tourism benefits of the World Cup will be even greater.
"The ATC and ARU developed a Tourism Passport for rugby fans on the Lions Tours which encouraged visitors to explore more of Australia - a similar program will be run for the Cup next year.
"Sporting events provide an ideal platform to promote Australia overseas helping to keep our country in the minds of the world's travellers and offer an added incentive for people to visit.
"The benefits of the Cup will ripple through all sectors and the industry now needs to begin preparing for the biggest sporting event since the Olympic Games."
Key Tourism Facts
Estimated 40,000 international visitors
Expected to generate up to $300 million
Key tourism markets include England, Ireland, Wales, Scotland and France as
well as New Zealand and expats from Asia, including Hong Kong
Over 1.3 billion TV viewers from 130 countries are expected to watch the Games |
