THE Australian Tourist Commission is preparing to launch an emergency advertising campaign later this year if research at the Australian Tourism Exchangeconfirms fears that bookings to Australia for the Olympic period are flagging.
Operators have expressed fears that consumers are reluctant to book holidays Down Under during 2000 due to the perception that Sydney is full and overpriced.
ATCdeputy managing director Bill Calderwood said:”We are undertaking research among 80-100 buyers from all over the world as to what the perception is and what effect the Olympic Games is having on their business.
“There is no question that some leisure customers will avoid Sydney. The worst scenario is that it affects business to Australia for the whole year.
“We have a contingency plan and are ready to run a trade and consumer TV and press campaign if the trade thinks it is a concern.
“However, the campaign will cost millions of dollars so we don’t want to run it if it’s unnecessary.”
Calderwood said the results of the research, which consists of 10min interviews with delegates, including a number from the UK, will be known in two weeks’ time. If the campaign runs it is likely to be launched in October.
AAT Kings director of sales UK and Europe Alistair Bruce commented:”Forward bookings are quiet and operators think many customers are running scared.”