Melbourne’s accommodation hotels felt like winners, following stronger and close to capacity occupancy and performance in their hotels largely due to increased visitation to the 2012 Formula 1™ Qantas Australian Grand Prix, which continued to attract robust and increased visitation from interstate and overseas guests
President of Tourism Accommodation Australia (Vic branch), Peter Crinis, stated,
“The additional visitors from both overseas and interstate and intrastate, of whom many chose to stay at Melbourne hotels, gave an extra boost to hotels, tourism and the Victorian economy, which has been significant.
Not only did the Grand Prix have a strong impact on hotel performances, but it also greatly benefited hotel suppliers such as linen companies, butchers, bakers, fruiters, florists as well as restaurants, airlines, taxis, retailers and more.
Apart from the major contribution to hotels’ direct business income and bottom line, the international attention major events like the Grand Prix receive also encourages investment in new hotels for Melbourne and provides the economic rationale for existing hotels to renovate, refurbish and enable Melbourne to keep up to world standard, “concluded Crinis.
TAA congratulates the Australian Grand Prix Corporation for again staging a world class event, and along with the Victorian Major Events Corporation and also successive Victorian Governments, for continuing to support the Grand Prix in Victoria, which generated additional employment opportunities for many Victorians over the past week
TAA believes the Grand Prix has been a great marketing tool both directly and indirectly for Victoria, which can’t rely on icons such as the Harbor Bridge, rock, and reef, to attract tourist’s attention in a competitive and overcrowded market
With relatively small marketing funds that Tourism Australia and Tourism Victoria have to promote Australia to an international market, the Grand Prix along with the Australian Open tennis provide Melbourne’s major international exposure each year and are the major promoters of the Melbourne brand.