Tourism New South Wales has launched an advertising campaign aimed at attracting UKvisitors to the state throughout the millennium.
Regional director Europe Stuart Rigg said the campaign would help to maintain the profile of Sydney which had been enhanced by its millennium celebrations and the forthcoming staging of the Olympics.
“We are not being complacent, we want to keep the message out there,” he added.
Together with Qantas and Austravel, Tourism New South Wales is investing £500,000 into the Celebrate Sydney in 2000 campaign which includes promotional posters on London Underground trains, a high-visibility TV campaign and also national press advertising.
Rigg said 100,000 visitors are expected for the Olympics in September with an estimated 1.6m over the next 10 years.
Hotel rooms have been increased by 4,000 from 40,000 to accommodate the increased demand over the Olympics, he added.
UK visitors to New South Wales have increased by 10% to 300,000 per annum, partly due to lower air fares and the increasing profile of Australia as a holiday destination.