John Morse"We are leveraging the Olympics as no other country has done before - to promote the brand of Australia to the world."
Australian Tourist Commission managing director John Morse talks to editor Chris Holloway about the biggest tourism promotion ever.
Q: What are your aims for the Sydney Olympic Games?
A: The Olympic Games, as well as the millennium celebrations, will provide Australia with its biggest profile boost and a chance to secure our place on the world stage. In the long term, the aim is to build the brand of Australia around the world. In the short term it will help to build business. The short-term goals focus mainly on the private sector.
Q: Will hosting such an event lead to giant peaks and troughs in the industry?
A: Holding large events can lead to the problem of the industry focusing on just the events and ignoring the times in between, with the result that the core business is disrupted. We must maintain a strong core business.
Q: What are you doing to ensure this?
A: We have introduced a new slogan, Australia 2000 - Fun and Games, with the message that there will never be a better time to visit Australia than in 2000. We will also work with our industry partners to promote packages and deals throughout the year. Outside the three weeks of the Olympics, it is business as normal - usual accommodation, usual prices and usual flights and of course the usual enjoyment to be had. We are also assuring the trade that accommodation will be plentiful throughout 2000 and that there is a still a range of accommodation options for Sydney during the games.
Q: How is your approach to the Olympics different to that of other host countries in the past?
A: Countries use the Olympics differently. The Barcelona Olympics highlighted, and was a showcase for, the Catalan culture. Now, a few years later, it continues to attract a vast number of Asians - in particular the Japanese. This contrasts with the south of Spain, which is dominated by Europeans visitors - mainly the Germans and the British. The Atlanta Olympics were used to highlight the city as a business centre, which was also very effective. We are hoping to use it to build a foundation for our tourism industry; we are leveraging the Olympics as no other country has done before - to promote the brand of Australia to the world.
In addition, it is a fantastic platform to show the world how well we do things here in Australia. The Olympics will be the biggest ever, which sends out a strong message to the world. The MICE industries for example, will benefit, because it shows how we can put on a major event.
Q: Does Australia need any further promotion?
A: People don't know enough about Australia - the regions, its depth of food and culture. What is lacking is knowledge. The Olympics - and all of the events we have scheduled over the next few years - will help raise awareness around the world. We will have thousands of the world's media in the country, and naturally they will be focusing on aspects of the country outside the Olympics and Sydney. We have been very open with the media.
Q: What other events are coming up?
A: We have the Gay Games, which is a massive event, the Commonwealth Games in 2001, the Goodwill Games in Brisbane, and the Paralympic Games. But we also have two huge New Year's Eve celebrations and a number of other important visits and political meetings -which all raise the profile of Australia.
Q: Sport features heavily in Australia. Is sports tourism an emerging market?
A: It is a huge potential market, along with event tourism. People will travel to see a concert, a special event, or a major sporting championship. I think we are going to see a lot more of it. It is something the states in Australia have been pursuing.
We have the capacity to really build in this area. Sports tourism is only just being identified as an industry in itself, and involves a number of elements. One of the advantages we have is that there are a number of annual events that will attract people: The cricket, rugby, motor sports, etc.
And sports tourism is a very high yielding area. It brings in untold benefits.
Q: Which regions could you target through sport?
A: All markets. However, I have recently been to India, and the people there are cricket mad. Cricket in Australia could be a huge draw for that particular market.
Q: Australia depends on the airlines for some 99 per cent of arrivals. Will the number of flights keep pace up with demand?
A: We are well served at the moment. I don't see it as a problem in the future, but we will watch the situation.
Q: With all the events, could over-exposure be a problem?
A: No, I don't think there is a possibility of this.