FOR the men and women who market Southampton as a major regional centre, it was the icing on the cake.

The news yesterday that the city had been asked to stage the first ever Millennium Youth Games sparked as much entrepreneurial greed as pride among all who earn their living in and around the area.

The list of prestigious events the city will stage to welcome in the 21st century now numbers five - and in total they are estimated to be worth as much as £40 million to the local economy.

Some 7,000 youngsters will compete in the games - with their friends and family expected to fill hotels, guesthouses, restaurants and bars throughout the city and beyond.

Millions more are expected to flood in for Tall Ships 2000 and the Festival of the Ocean in April; Seawings 2000 air-show in June; BT Global Challenge round-the-world yacht race in September, the Nightfire Millennium Eve extravaganza plus the traditional Boat Show.

Hundreds of millions will also watch the events on television or monitor them on the Internet.

City Council marketing manager Chris Elliott said: "During the Whitbread round the world race last year, 14 million people a day logged onto the website which advertised Southampton as the Home of Ocean Sailing.

"That kind of publicity is worth millions and millions - if we had to pay for it, we simply couldn't afford it." He said the programme of events made Southampton "second to none in the region".

"It all adds to our national and international reputation for hosting world class events." Southern Tourist Board is expecting bumper bookings throughout the year. Richard Cole, head of marketing, said it was great news for the South.

"Our congratulations to Southampton for securing these events. They will inevitably lead to an increase in tourism visits, overnight stays and increased spend throughout Hampshire," he said.

The city still has plenty of gearing up to do for the events. They coincide with huge infrastructure developments in the city itself - including the opening of the giant, £270 million West Quay shopping centre, and the planned opening of the Saints new football stadium for the 2000/1 season.

New access roads are being built to ease roads into the city centre, and negotiations are under way with police, community organisations and local businesses about how the crowds of visitors will be managed.

Mike Heath, director general of Southampton and Fareham Chamber of Commerce welcomed the developments. "News of the Millennium Games comes at the end of a hugely successful month for the city, which has seen confirmation of the BT Global Challenge, Premiership survival and now the games.

"This confirms Southampton as the sporting centre of the region." It will create a cash bonanza for the local economy," he said.

Converted for the new archive on 25 January 2001. Some images and formatting may have been lost in the conversion.