The 2015 Santos Tour Down Under delivered South Australia a massive windfall, generating almost $50 million in revenue to the State.
The economic impact figures were announced in Parliament today after being received from the independent research company that surveys spectators at the Santos Tour Down Under.
Tourism Minister Leon Bignell said with a record crowd of 786,000 attending this year’s event, the Tour had cemented itself as Australia’s premier road cycling race and an economic powerhouse for the State’s tourism industry.
“The Tour Down Under is a fully-fledged sporting and tourism success story for the people of South Australia,” Mr Bignell said.
“More than 37,000 visitors travelled from interstate and overseas for the Tour, which generated $47.9m in revenue for the state’s economy, up $2m on last year, and 614 full time equivalent jobs.
“The economic impact was felt across many regions, with fans experiencing race days in the Adelaide Hills and wine and coastal regions, before indulging in street party festivities each night around the city. Restaurants, retailers and tourism operators have all benefited from the success of this great race.”
Mr Bignell said in addition to those who witnessed the event live, the international television audience were treated to world class cycling and stunning vision from some of our most picturesque regions.
“The Tour Down Under provides a great platform to showcase South Australia to the world.
“Through the growing international media coverage we are able to promote the state’s fantastic food and wine regions, culture, wildlife and the summer sunshine and sprawling beaches, the envy of thousands of television viewers shivering through a northern hemisphere winter.
“This year’s Tour generated 25,360 media items and estimated media coverage worth $194m, up a remarkable $27m from last year. That’s fantastic exposure for our State.
“We work hard each year to grow the event and add to the festival we have created around the race to ensure it remains appealing and attracts more spectators.
“This year’s Tour Down Under saw the inclusion of the Santos Women’s Tour, with 95 entries and 17 teams, and a final stage in Victoria Park in front of more than 4000 spectators.
“We are looking forward to the 2016 Tour with plans well underway regarding the race routes and expansion to the festival of cycling,” Mr Bignell said.
The 2016 Santos Tour Down Under will be held in Adelaide and regional South Australia from 16 - 24 January, with race routes to be announced later in 2015.
For more information visit: www.tourdownunder.com.au.