The link between events such as these and tourism is actually quite significant. According to Jackie Kelly; "Sporting events are now a recognized niche tourism market with significant growth potential". Each of these specific events has the potential to bring not only direct economic value to its host location, but also to provide the more lasting effects that extensive media coverage can provide. .
Major sporting events provide a country the opportunity to "show off" on the world stage. This can be an invaluable tool when trying to establish oneself as a premier destination throughout the world. The impact that the 2000 Sydney Olympic Games had on the Australian economy goes much deeper than just the revenues generated during the games themselves. It was in fact a chance for Australia to increase its international profile in order to attract visitors from around the world. Dating back to 1997, Australia had its greatest number of international tourists the year it hosted the Olympic Games, with over four and a half million visitors that year. However, the impact that the Games had on the tourism industry didn't depart as abruptly as foreign athletes wearing gold, silver, or bronze. According to the Australian Tourism Commission (ATC) "the most important legacy of the Olympic Games will be the increased international profile resulting in more tourists". In the two years following the Olympic Games, international tourism has not reached the level it did in 2000, but it has is significantly higher than two years prior to the Games. In the two year period spanning 2001-2002 Australia attracted nearly a million more tourists than it did over the two year period spanning 1998-1999, an increase of over 12 percent. These increased tourist numbers for the "post-Olympic" years represent a success story for the Australian tourism industry. Australia was able to effectively market itself to the world and boost its image as an attractive destination for travelers.