Australia announced that they will initiate a massive campaign next month to appeal to Indian tourists. Ahead of T20 World Cup for both men and women Tourism Australia wants to tap Indian demographic.

The Minister for Tourism in Australia, Simon Birmingham said, “India was already Australia’s fastest growing visitor market, worth about 1.7 billion Australian billion dollar each year and that the new 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.”

He added more, “We know from research that major sporting events have far reaching impacts and are significant drivers of visitor demand, with 16 per cent of all international visitors attending a sporting event or cultural event during their trip. These visitors were also known to stay longer and spend more than the average international traveler.”

Minister of Sport Richard Colbeck said that the ICC T20 World Cup 2020 would shine a spotlight on the nation as a global leader in sports and major events. He commented, “Securing major sporting events for Australia is crucial for nurturing our rich sporting culture.” Colbeck said, adding such elite events invigorate and unite the industry from the grassroots level up and encourage all Australians to get active and fit.”

“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.

“This will ensure that each tournament receives maximum exposure and will allow Australians the are opportunities to enjoy world class cricket right on their doorstep throughout the year; while continuing to advance cricket as a sport for women and girls and inspiring the next generation of kids in Australia to play cricket.”

Colbeck said the sports sector is estimated to deliver around USD 50 billion a year in direct economic, productivity and volunteering benefits and also help to grow businesses and to drive investment for country.


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Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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