Sport, music and theatre tourism booms as Australians seek fun times

Domestic overnight expenditure on tourism related to entertainment jumped by 12% in the year to 30th June 2018, representing a tourism segment worth $2.1 billion.

Research by leading data analytical and data science business TEG Analytics shows more than two million entertainment tickets were purchased by fans who travelled interstate to see events in the last financial year.

Sport was number one, accounting for 60% of interstate event tickets purchased, boosted by the 2018 Commonwealth Games on the Gold Coast.

Queensland also captured the largest share of the event tourism market, with 38% of all interstate events tickets purchased. Victoria followed with 33%, which included events like the annual Australian Open tennis tournament.

Commenting on the findings, TEG’s General Manager of Analytics and Insights Andrew Reid advised “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”.

Image: The Australian Open draws visitors to Victoria.