By Peter Jones
With the Formula One Grand Prix running at twilight, it is effectively increasing the value of the event for Melbourne with even greater audiences in Europe expected to see Melbourne on show.
Two of the core benefits of the Formula One Grand Prix are the jobs it brings to the city and the global advertising gained through the mass appeal of motor sport through Europe and Asia.
With an expected larger audience due to the time shift to twilight, and Europe moving to daylight saving time, Melbourne will only gain more exposure overseas, which is invaluable to our broader tourism objectives.
Figures show that last year the live audience for the Melbourne Grand Prix was 32.8 million viewers in 55 countries, while it is estimated another 13 million watched delayed telecasts. That’s a total audience of more than 45.8 million people.
While there has been some conjecture around the timing of the event with the commencement of the AFL seasons and the International Flower and Garden Show, the diversity of events held over the weekend increases the perception of Melbourne as an exciting destination for tourists and business investors among interstate and international audiences.
The breadth of events over this weekend highlights that Melbourne is the events capital of the world with everything from motor sport to theatre to gardening over the weekend.
While it is a crowded calendar, it does demonstrate to travellers that there is something for everyone in Melbourne and events extend beyond sporting to cultural.
It is this diversity of attractions and events that has seen the Victorian tourism sector continue to increase its domestic visitor yield to December 2009, despite the Global Financial Crisis.
What do you think of Melbourne’s efforts as the “events capital of the world”? Let us know by leaving a comment.