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2008 TOUR DOWN UNDER BREAKS ALL RECORDS
This year’s Tour Down Under - the first UCI ProTour event ever staged outside of Europe - has been a record breaker for South Australia.
Preliminary economic impact and research figures received show that the 2008 Tour Down Under has provided a major economic boost, with more visitors to the state, greater participation in the support events, more spectators and increased media coverage.
Minister for Tourism, Jane Lomax-Smith, said the results were a great reward for everyone involved and vindicated the State Government’s efforts to secure Pro Tour status.
“I am delighted to announce that the 2008 Tour Down Under injected $17.3M (a 50.4% increase from 2007) into the State’s economy through the direct expenditure of the 15,100 event specific visitors who traveled from interstate and overseas to witness cycling history,” Dr Lomax-Smith said.
“Total visitor nights topped an all time high of 195,200. Of this amount 140,500 were contributed by the event specific visitors, meaning a 37.7% increase on event specific visitor nights compared to the 2007 event.
“The 548,000 spectators who lined the roads to cheer on the best cycling teams in the world made their mark with a 53.5% increase in spectators this year.
“To date, the dollar value of editorial media coverage generated is $41.7M and we do know that the entire world has been watching with more than 76 hours of broadcast television programming, one long advertising campaign for South Australia,” the Minister said.
Examples of where television coverage of the Tour Down Under had been broadcast include key tourism markets such as UK, Italy, France, Belgium, India and New Zealand.
“Staging the first-ever UCI ProTour event outside of Europe with just three months lead time was a challenge, but the hard work and commitment has paid off, with these results demonstrating that the UCI ProTour status does make a difference.
“Our ambition to seek UCI ProTour status for the Tour Down Under was brash, bold and unashamedly vocal.
“It has been the South Australian spirit, tenacity and commitment to excel that helped us not only secure the status but stage the best Tour Down Under ever.
“The success we are all celebrating today is the result of a mix of passion, pride, credibility and skill that will lead us in good steed towards the 2009 event.
“We look forward to building on this success over the coming months with a longer lead time and making the 2009 Tour Down Under an even bigger showcase for South Australia,” the Minister said.
For more information please call Michele D'Aloia on 08 8463 4695.
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