Domestic overnight expenditure on travel related to entertainment jumped by 12% in the year to 30 June 2018, representing a tourism segment worth $2.1 billion.
Research by TEG Analytics, one of Australia’s leading data analytical and data science businesses, shows more than 2 million entertainment tickets were purchased by fans who travelled interstate to see the event.
Sport was number one, accounting for 60% of interstate event tickets purchased, boosted by the 2018 Commonwealth Games on the Gold Coast.
On the back of the Games boom, Queensland captured the largest share of the event travel market, with 38% of all interstate events tickets purchased. Victoria followed with 33%, which included events like the annual Australian Open tennis tournament.
TEG’s General Manager of Analytics and Insights Andrew Reid said: “There is a greater appetite than ever to travel for sport and entertainment and shows no sign of abating.
“Our research found 56% of travellers have booked a trip interstate to attend a sport or live entertainment event.”
While the decision-making for event tourism products and services is highly personal and contextual, other findings from TEG consumer research conducted in October this year shows that over 70% of bookings for flights and accommodation are made after event tickets are purchased, increasing to 80% for car rental.
33% of people said that they would travel interstate to see their favourite music performer, sports team/sports event or theatre show, no matter the cost, increasing to 64% “if the price is right”.
To find out more about the Event Tourism audience contact TEG Analytics: