With the first matches of the 2023 FIFA Women’s World Cup underway, fans from around the globe are descending upon Australia and New Zealand. But what does the tournament mean for tourism? Featuring souvenir kangaroo Ruby, the Tourism Australia campaign will showcase the country’s destinations and friendly locals to key international markets.
1. It Creates Opportunities For Cultural Exchange
Hosting a FIFA World Cup means serious money flows through the host nation’s economy — from ticket sales to infrastructure investments. These upgrades leave a lasting legacy even after the event is over. For example, Soccer Federation Australia (FFA) predicts that 2023 Women’s World Cup matches will boost the Australian economy by $460 million. That doesn’t take into account ticket sales and travel revenue from international visitors.
In addition, the tournament will showcase the country’s renowned food and wine to international audiences. Tourism Australia is launching a new campaign to show global audiences tuning into this year’s competition the breadth of unique travel destinations and experiences the country has to offer. The success of the Matildas has also inspired a younger generation of girls to get involved in football. This will benefit the game in both Australia and the region for years to come. This is the true power of FIFA — it brings people together in a shared passion for sport and culture.
2. It Boosts Economic Activity
As a global event, football brings in a huge amount of revenue from ticket sales, hotel stays and travel, to know more click here footyroom.co/articles/fifas-global-impact-on-australia-and-its-tourism-654bb501f6cd5002862eb306. This makes it an ideal tool for reviving the economy of host nations and boosting tourism. This is what Australia and New Zealand are banking on with the 2023 FIFA Women’s World Cup. Global accounting platform Airwallex estimates that a win by the Matildas would generate a $7.6 billion economic boost for the retail and travel industries across NSW alone, with direct spending by international visitors estimated to reach $169 million during the month-long tournament.
The tournament’s marketing campaign, which features the country’s iconic landmarks and a host of sporting events, is designed to leverage this cultural moment and drive visitation. The goal is to remind international audiences of what they love about the nation, while also extending a warm invitation to come and visit. The strategy is expected to boost tourism and deliver a strong legacy.
3. It Unites Nations In A Shared Passion
Hosting a World Cup requires large infrastructure investments. But it also creates opportunities for small businesses to capitalize on the influx of visitors by marketing travel packages or selling memorabilia. For example, local restaurants and food vendors profited from catering to hungry fans while souvenir shops saw a rise in demand. As the first Southern Hemisphere World Cup begins this week, Tourism Australia is putting its best foot forward with a new campaign. Its global Come and Say G’Day campaign features the kangaroo ambassador Ruby, targeting 15 key international markets, including China.
The campaign promotes iconic Australian destinations, such as Bondi Beach and the Great Barrier Reef, as well as its friendly people and warm welcome. It aims to remind international travellers of all that they love about the country and extends a special invitation to visit during the tournament. It’s a timely strategy, as international consideration for a trip to Australia has risen in recent months.
4. It Creates Job Opportunities
The World Cup is a massive economic event that creates job opportunities in the countries hosting the tournament. In addition, it also boosts the tourism industry and helps to establish new business connections. In the long run, it also promotes cultural exchange and strengthens diplomatic ties between nations. The 2023 FIFA Women’s World Cup, for example, drew an unprecedented number of tourists to Australia and New Zealand, with tickets selling out fast, even well before the tournament started.
Moreover, outstanding performance in the football World Cup may increase tourist inflows in the following years. In fact, a study by Koc found that countries that surprise in the football tournaments experience a higher increase in tourist arrivals in the two subsequent years. This is likely due to the increased interest in sports-related activities and training camps that many players participate in during the World Cup.
The World Cup’s attention has been good for larger businesses like Qantas and Air New Zealand, as well as small ones that cater to fans, such as local restaurants and souvenir shops.