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 us today.