Live music and sporting events aid Australia’s tourism recovery

Featured Image: Paolo VCC BY 2.0/ Edited for size

Live music and major sporting events aided recovery in Australia’s tourism sector this year, according to a new report from professional services company Deloitte.

In its recently published Tourism Market Outlet 2023 paper, Adele Labine-Romain, national travel and tourism sector lead partner, Deloitte Access Economics, said: “We have been reminded of the power of events to motivate travel, with the Taylor Swift and Ed Sheeran tours driving intense (chaotic at times) travel booking behaviour.” 

In June, more than four million fans attempted to purchase tickets for Swift’s Eras Tour stops in Melbourne in Sydney during a pre-sale.

The analysis added that this year’s FIFA Women’s World Cup, which was co-hosted by Australia and New Zealand in July and August, also brought a boost for the tourism sector. 

“Sporting events such as the FIFA Women’s World Cup, hosted in Australia and in New Zealand, have also stimulated significant lifts in visitation for host destinations,” said Labine-Romain.

Almost two million tickets were sold for the women’s international football tournament.