Sport, music and theatre tourism booms as Australians travel for fun times

17. Dec


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.

The 2018 Commonwealth Games on the Gold Coast was a major driver of the boom in event tourism

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: