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Australian tourism ready to kick goals from FIFA Women's World Cup success


While the Matildas captivated a nation throughout the FIFA Women’s World Cup, the world has also been taking notice.

The FIFA Women's World Cup put Australia and New Zealand in the global tourism spotlight.

Australia and New Zealand have been at the forefront of attention among the world’s football fans in recent weeks as 32 nations waged a battle for supremacy in the 2023 FIFA Women’s World Cup, ultimately won by Spain.

Broadcast ratings have set astronomical new records around the world, especially in Australia for Matildas matches, however another benefit to be enjoyed from the tournament will be international visitors planning holidays to the two host nations.

Aside from the on-pitch action, the highlights of Australia and New Zealand have been beamed throughout the world in tandem with Tourism Australia’s ‘Come and Say G’Day’ campaign and similar efforts from New Zealand.

According to search data from leading online travel giant, Expedia Group, international searches for travel to Australia have more than doubled week-on-week as images, videos and social content about Australia’s cities and major attractions were broadcast and beamed around the world.

In the three months to the end of July 2023, more than half of all searches were for Sydney, with Adelaide, Brisbane, Melbourne and Perth all enjoying spikes in interest around matches hosted in each city.

Visitors from the United States led the pack, accounting for one in every four queries, while South Korea (10%), Japan (10%), New Zealand (10%) and Hong Kong (5%) also generating leading search figures.

Searches weren’t confined to international audiences either, with specific searches for each of Australia’s capitals coming from domestic travellers, which climbed 155 per cent week-on-week in the lead-up to the tournament.

Expedia Group Vice President Market Management APAC, Michael Dykes, said the success of the World Cup proved women’s sport can be equal to men’s in terms of driving tourism growth.

“With searches for Australia more than doubling week on week, we can see just how this pending demand from domestic and international travellers will have an economic benefit for local hoteliers,” Dykes said.

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Written by: Matt Lennon
Published: 28 August 2023

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