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Tourism Australia has received a $5 million funding boost to promote the upcoming ICC T20 Cricket World Cup being held in Australia for the first time next year, to fans in India. More than one million spectators from around Australia and the world are expected to attend this significant sporting event, which will be played as two standalone tournaments for women and men, delivering significant benefits to the tourism industry and broader economy.
The Morrison Government has thrown its support behind the ICC T20 World Cup being held in Australia next year, announcing a new campaign to promote the tournaments and Australia to cricket fans in India.
Federal Minister for Tourism Simon Birmingham said the $5 million campaign would be used for marketing activities to drive visitation to both the women’s and men’s tournaments, as well as increase Australia’s broader destination appeal in India.
“Australia stands ready to welcome the world to the ICC T20 World Cup tournaments, which are set to deliver significant benefits to our tourism industry and the broader economy,” said Minister Birmingham.
“The Indian tourism market is currently worth $1.7 billion and is our fastest growing inbound tourism market, with visitation forecast to grow four-fold to reach nearly 1.2 million by 2035. The recently released India Economic Strategy specifically identified the need for increased tourism marketing activity in India to ensure the market reaches its full potential.
“These World Cups represent the perfect opportunity to encourage Indians to book a flight to Australia to cheer on their team from cities and stadiums all over the country, while also taking the time to explore our wonderful tourism offerings.”
Minister for Sport Richard Colbeck said the ICC T20 World Cup 2020 would shine a spotlight on the nation as a global leader in sport and major events.
“Securing major sporting events for Australia are crucial to nurturing our rich sporting culture. The ICC T20 World Cup 2020 is no exception. More than one million fans are expected to attend this significant event, which will be played as two standalone tournaments for women and men. Initial activity will kick off in August when the tournament trophies travel to Tourism Australia’s flagship trade event in India – Australia Marketplace in India – to generate excitement and support for the events among key trade and accredited travel agents. The influx of fans from across the world for next year’s T20 World Cups is expected to build on the positive local legacy of the ICC Cricket World Cup 2015, which was co-hosted by Australia and New Zealand and attracted approximately 100,000 international visitors to Australia alone,” Minister Colbeck said.