Major events help rebound of Victorian tourism and economy

The Victorian Government’s investment in major events has attracted more than 4.5 million attendees to events across sport, art, theatre, food and fashion - supporting businesses and powered economic recovery.

The year started with the return of the Australian Open, followed by record crowds at the Formula 1 Australian Grand Prix before boxing fans flocked to Marvel Stadium when George Kambosos Jr took on Devin Haney for the undisputed lightweight world title and 80,000 spectators saw Manchester United take on Melbourne Victory at the MCG.

Melbourne’s renowned theatre district was one of only three places globally staging Harry Potter and the Cursed Child, Moulin Rouge! The Musical and Hamilton all at once, delivering venues a steady stream of theatre goers.

Gabrielle Chanel: Fashion Manifesto, The Picasso Century and Light: Works From Tate’s Collection have illuminated our cultural institutions, while new initiatives Art After Dark and RISING delivered even more reasons for Victorians to reignite their love affair with Melbourne’s CBD.

A record number of visitors travelled to Bendigo Art Gallery to see Elvis: Direct from Graceland, while the Rip Curl Pro Bells Beach, Foo Fighters in Geelong for ALWAYS LIVE, the Ballarat International Foto Biennale and White Night Shepparton bring world renowned talent and entertainment to our regional communities. 

Nigella Lawson helped celebrate the 30th anniversary of the Melbourne Food and Wine Festival, the Melbourne International Comedy Festival expanded into more venues around the state, and our best designers were on show at the Melbourne Fashion Festival.

In 2019, Victoria’s calendar of major events delivered $2.5 billion in economic value for the state. Major events drive interstate and international visitation and put Melbourne and Victoria on the global stage.

The events will keep rolling out for the rest of 2022, with the ICC Men’s T20 World Cup, Victoria’s largest celebration of live music ALWAYS LIVE, the Bledisloe Cup, and the Australian Open golf.

Commenting on how major events have driven tourism, Victorian Minister for Tourism, Sport and Major Events, Steve Dimopoulos stated “these results cement our reputation as Australia’s sporting, major events and cultural capital, while showcasing Victoria as the ultimate destination for audiences and visitors from across the world.

“We’re investing in making Victoria’s calendar of major events bigger and better, which is delivering more jobs, boosting businesses and attracting more visitors across the state.”

Image: Harry Potter and the Cursed Child (top, credit: Visit Melbourne) and Manchester United at the MCG (below).