I don't agree with it but this could be the clubs logic.
As a season ticket holder of many years, on an average game I spend:
£5 on pint
Maybe £3 on chips if I'm hungry
Total £8 at most
A tourist who's never been to a game will spend:
Well in excess of £50 in the club shop on scarves and shirts and other tat.
£5 on a programme
3 couse meal inside the ground probably totalling over £15.
Total at least £70
If they fill the ground up with 50,000 tourists rather than 50,000 regulars, you're looking at an extra £3million+ in revenue, before you even go in to the overpriced ticket sales.
If this is their logic, it's incredibly short sighted, as this will start alienating local fans, which at the end of the day is the backbone of the club. When we have a 62,000 seat stadium with 20,000 empty seats for a less attractive fixture, the club will only have itself to blame.