Australian tourism pursues gold in prelude to Olympics

Sydney's hosting of the 2000 Olympic Games will provide a major lift to Australia's international tourism industry, not only in the Olympic Year but well into the new century, according to the Australian Tourist Commission (ATC).

Australia's Sport and Tourism Minister, Ms. Jackie Kelly, said that while about 132,000 people would be attracted to Australia purely to attend the world's greatest sporting event, an extra 1.6 million tourists would visit between 1996 and 2004 as a result of the international attention generated by the Games.

Kelly said recently: "An extra A$6 billion in tourism export earnings would be generated."

"Clearly, the Olympic Games presents an unprecedented opportunity to show the world what this country has to offer and I believe that, working together, we will make this event one of which all Australians can be justly proud," she said.

ATC's Managing Director Mr. John Morse said a study conducted late last year by the ATC into Australian community attitudes toward tourism showed the most common Olympic Games benefits perceived by respondents were an increase in tourism to Australia generally, and more specifically, economic benefits such as jobs, investment and business opportunities.

The study -- The Olympic Effect -- indicates that there would also be a beneficial spin-off to boost the country's balance of payments, tax revenue and an international focus on and awareness of Australia which would enhance the nation's overseas image.

As well, the study shows that Australians feel that foreign tourists will have a greater appreciation of Australia as they experience the natural landscape, relaxed lifestyle, world class facilities, infrastructure, transport and tourist attractions.

"Australians clearly recognize that hosting an Olympic Games provides long-term benefits," Morse said. "They also identify the economic boost provided by increased international tourism."

Morse said forecasts indicated that all states and territories would receive additional international tourists as a result of the promotion of Australia associated with the Olympic Games.

"International teams training prior to the Games in other states were identified as a positive impact for various regions, particularly the Gold Coast, Cairns in Queensland and Orange in New South Wales," he said.

"People coming from long distances to go to the Games would spend a few weeks having a longer and better look at Australia."

But Morse was quick to point out that the true tourism benefits of the Games would not be concentrated on the Games period itself, but in the years following.

"It is important that Australians recognize that the Games are the beginning of a new era for Australian tourism, not an end in themselves. From now until the 2000 Olympics, the rest of the world will be saturated with Australia," he said.

"The benefit of the Games is the amount of publicity that Sydney, and Australia in general, gets. Four billion people will be watching the Games around the world, Australia's going to be really implanted in those two weeks."

Other Australian states and cities are also enthusiastic to be part of the visitor influx during the Olympics. When seen in the context of Australia's composition of six states and two territories -- each with a firm commitment to proudly promote its own regional attractive assets, special tourist locations and activities -- the presentation of Australian tourism before, during and after the Olympics, takes on a massive multifaceted approach.

The Tourism Forecasting Council has looked at trends of other Olympic host cities and countries, such as Atlanta and Barcelona, has identified key opportunities for the tourism industry, and analysed Sydney's capacity to meet demand for accommodation and transport.

According to the ATC, Australia was performing well in world tourism, particularly in the face of intensifying competition for the worldwide tourism dollar and the continuing Asian financial downturn.

The latest arrival figures show that while declines were being recorded from some troubled Asian markets and a range of forces were slowing travel from some other countries, the overall picture for the future for Australia was positive.

"It's been a tough year for Australia, but we are handling the pressures very well," Morse said.

"Some markets are down, but others are growing extremely well and the industry will be closely watching what may be early signs of recovery in some Asian markets," he said.

Significant growth had been recorded during the year from the U.S., India, Singapore, Taiwan, South Africa, Middle East and North Africa, the Netherlands, Scandinavian/Nordic countries and the United Kingdom.

The commission believes that growth from these markets has helped to largely offset the declines from major Asian markets such as Hong Kong, Indonesia and Malaysia.

Ironically, the Asian downturn has provided the Australian tourism industry with an opportunity to reassess and redefine its position in relation to its most important region, Asia.

According to ATC Deputy Managing Director Mr. Bill Calderwood, Australia's tourism industry would enter the new millennium as one of the most progressive and aggressive in the world.

"We are turning the challenges of declining Asian visitor numbers into an opportunity for positive change and development," he said.

"And when the inevitable recovery comes, Australia will be perfectly positioned to enter a new era of strong, sustainable, yield-led growth out of this most important region."

Calderwood said the Australian tourism industry would sharpen its focus on Australia's main attributes as a tourist destination for Asian travelers.

Initiatives implemented by the ATC included a series of strategies which would arm the industry with the research and marketing support to ensure that the diversity of Australia's tourism products received greater exposure in Asia, and that appropriate products were developed in the coming years.

An Asia Product Development Strategy, which will form the basis of future strategic planning for the region, is currently underway.

It provides valuable intelligence to minimize the risks and maximize the opportunities in developing, packaging and selling Australian tourism.

The research stage of the strategy included gathering feedback from the trade and consumers on suggested itineraries and new destinations, Calderwood said.

Australia's wholesalers, retailers and State and Territory Tourism Organization representatives have been consulted and results will be available later this year.

The new branding campaign would spearhead Australia's promotion in Asia. Asia would continue to remain a priority for the ATC in the future, Calderwood said.

The Tourism Commission coordinated a visit last year to China by 40 of Australia's top tourism organizations to promote Australia to the world's largest potential tourist market.

Australia is one of the first western countries to grant Approved Destination Status to China -- one which will allow Chinese citizens to visit a foreign country for a holiday. Last year, some 82,000 visitors from China came to Australia.

Calderwood said: "Our aim is to provide the industry, both in Australia and Asia, with the support it needs to build benefits and improve yield.

"Through sharing our research, developing new, easier to use collateral, increasing and targeting our Visiting Journalists Program, I am confident we will build a stronger industry.

"To achieve our objectives, and ensure that we all benefit from the obvious and significant potential, will require teamwork and commitment. I have every confidence we will succeed."