“Over a billion eyes will be on us”: Phillipa Harrison talks cashing-in on ‘the decade of Green and Gold’
When the FIFA Women’s World Cup kicks off on Aussie shores in 2023, Australia will be back on the world stage showcasing its sporting prowess and tourism opportunities to the world once again.
To help ensure our tourism industry can make the most of this opportunity, Tourism Australia’s managing director Phillipa Harrison has joined the star-studded line-up of Football Australia’s Legacy ’23 Ambassador Program.
Alongside the likes of Elizabeth Broderick, special rapporteur and independent expert to the UN, and Paralympic champion Kurt Fearnley, Harrison will bring her expertise to the line-up and champion tourism, diversity and inclusion.
But for Harrison, the legacy program isn’t just a great marketing opportunity, it’s an opportunity to improve the lives of women and girls across the country.
“It’s an incredible honour, and there are two key reasons,” she told Travel Weekly.
“One is professional and one’s personal; I am the mum of two young girls and one of them is mad about football. I think participation in any sport, but in football, in particular, creates incredible opportunities for young girls.
“It teaches them leadership, it teaches them how to play in a team. And a lot of those dynamics that they learn, when they’re playing sports actually translate to their careers and to their future relationships.
“So getting more little girls to get their foot on the ball, I think is just an incredible opportunity for us.”
The second reason is, obviously, from a tourism marketing perspective.
“This is a time when over a billion eyes will be on us and it’s really going to help our recovery,” she said.
Since tourism numbers were decimated by the global pandemic, inbound tourism numbers in Australia have been slowly climbing, but there’s still a hell of a way to go.
According to Tourism Australia’s international market performance statistics, we are still only at around 20 per cent of 2019’s visitor arrivals.
The Women’s World Cup, however, is expected to attract visitors from 32 countries and FIFA estimates it will bring around $340 million to the local economy.
“For us, the opportunity is not just in the event, it’s the long-term legacy; having the opportunity for a month to have the eyes of the world on Australia,” Harrison explained.
“We’re going to leverage that to rebuild our visitation and help the industry recover.
“We are just about to embark on a whole decade of green and gold events leading all the way up to the Brisbane Olympics and its really important that we showcase Australia in a different light and attract visitors and audiences that may not have considered us before because they think it’s a little bit too far.
“Because we know that everybody wants to come to Australia, we know that there are some barriers and distance is probably the biggest one, but these events start to overcome that.”
How can the travel trade make the most of this huge opportunity? Harrison suggests using this time in the spotlight to show off what a holiday in Australia can look like, rather than selling tickets to the event itself.
“That’s our approach to it. And you will see us getting more and more involved, particularly as the decade of green and gold events starts to unfold,” she said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
FIFA Women’s World Cup Green and Gold events Phillipa Harrison tourism australiaLatest News
Nielsen Data reveals brands spending big to attract Aussie tourists
TripADeal had the biggest outlay of the more than $153 million spent on travel and tourism advertising in Australia in the first quarter of 2024, followed by Virgin Australia and Flight Centre-owned Ignite Travel, new Nielsen Ad Intel data has revealed. And the industry ad spend enjoyed an increase of 8 per cent on the […]
Kamalaya Koh Samui clinches clutch of wellness awards
Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]
Jetstar offers 200,000 return for free flights to celebrate 20th anniversary
Jetstar hits 20 and everyone else gets the presents with free return flights to domestic and international destinations.
Amora Hotels & Resorts set to double APAC portfolio, announces new Sydney office
Staff in the new Sydney office have been welcomed by a week of rain on the forecast.
RIU opens Chicago hotel and rooftop bar a few steps from the world-famous Magnificent Mile
Rooftop cocktails hold a dear place in your heart? Look no further than RIU Chicago.
How can travel agents best sell cruises? Uniworld’s Alice Ager tells all: Travel Weekly TV
Agents, you don't want to miss this. Yes, that's the case with everything in the newsletter, but we really mean it here!
South Africa bookings are back in action
It's a wrap! South Africa in the news with resumed flights, film fest and booking tech.
Agents’ chance to score free spot on Intrepid trip to Antarctica
This is the trip of a lifetime, even if you are scared of the cold!
Bonza nosediving amid mass cancellations and reports of repossessed planes
Bonza's days appear to be numbered as the low-cost carrier today announced mass cancellations around the country.
Amy Poehler joins Vivid Sydney event
Oh Joy! Hit comedian Amy Poehler will make an emotional appearance at the Sydney Opera House for Vivid.
Pullman Sydney Penrith ties up with Trilogy Hotels, announces new GM
The crew from Trilogy hotels doing their best impression of the Penrith front row here.
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.
South African Airways to relaunch Joburg – Perth flights as economic ties strengthen
Bringing two of the world's most distinctive accents closer together, for good or for bad is yet to be determined.
My journey: Before becoming a travel agent I was… a palliative care nurse
Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse? ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.