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Badminton’s prestigious Sudirman Cup 2017 set to deliver returns for Australian tourism

2 February 2017

The Sudirman Cup, one of badminton’s most prestigious events and held every two years, is taking place in Australia for the first time in 2017.

To be held from 21 to 28 May, on Queensland’s Gold Coast, the Total BWF Sudirman Cup 2017 is the first test event for the 2018 Commonwealth Games, and the first major sporting event to take place at the new purpose built Gold Coast Sport and Leisure Centre.

The 2017 Total BWF Sudirman Cup, including the BWF Annual General Meeting, will attract more than 1,500 participants from more than 30 countries to the Gold Coast and is expected to reach more than 500 million viewers worldwide.

Federal Minister for Trade, Tourism and Investment and Gold Coast MP, Steven Ciobo, said the event would help drive visitors to the Gold Coast.

“Thirteen of the 32 countries playing in the Sudirman Cup are Australia’s top tourism markets. These countries make up 78 per cent of total international visitor spend and 79 per cent of international arrivals to Australia,” Minister Ciobo said.

“This event will attract more than 1,500 competitors from over 30 countries and a global television audience of more than 500 million, cementing the Gold Coast’s reputation as a premier destination for hosting sporting events.

“This is the first time the Sudirman Cup has been held in Australia. It's an opportunity to showcase to the world that the Gold Coast has it all – stunning beaches, unique nature and wildlife, a vibrant food and wine scene and, of course, world class events,” Minister Ciobo said.

Tourism Australia, in partnership with Tourism and Events Queensland, is supporting the Sudirman Cup 2017, to leverage the tourism opportunities offered by hosting the biggest tournament for the world’s second most popular sport.

Thirteen of the 32 countries competing are not only powerhouse nations in badminton but also key tourism markets for Australia including: China, New Zealand, Hong Kong, Korea, Japan, India, Indonesia, Malaysia, Germany, Singapore, as well as England, Canada and USA.

Collectively, these 13 key markets deliver around 6 million international visitors and $28.5 billion in visitor spend to Australia each year. As millions of viewers worldwide tune in to watch the Total BWF Sudirman Cup 2017 it is an opportunity to ensure Australia remains top of mind for their future travel plans.

In Asia, which now delivers close to half of the 8.1 million international visitors to Australia each year, Badminton is the number one sport. Importantly, the tournament provides a valuable connection to Australia’s most significant international source market for achieving Australian tourism’s long term goals for growth and the reigning Sudirman Cup champions, China – now the country’s second largest source of international visitors and largest for spend.

As part of its support of Tourism and Events Queensland as the event hosts, Tourism Australia will look to amplify the opportunity of hosting the Sudirman Cup to showcase the Gold Coast’s stunning aquatic and coastal lifestyle to audiences around the world.

The Sudirman Cup is the perfect curtain raiser to the Gold Coast 2018 Commonwealth Games, further reinforcing Australia’s reputation as a place for holding world-class major events.

The immediate impact of hosting the 2017 Total BWF Sudirman Cup, including the BWF Annual General Meeting, is expected to deliver $10 million in economic value to the local economy.

For more information visit www.sudirmancup.com.au