- Event News
Blockbuster Events Deliver Boom for Tourism
Victoria’s world-class events calendar continues to be the envy of the nation, attracting millions of visitors to the state and pumping billions into the state’s economy each year.
An independent report, conducted by Ernst & Young, revealed the economic contribution of major events has soared to $2.53 billion, up $750 million since 2014.
The report also found that major events attract almost 6.9 million international and interstate visitors to Victoria each year, up 24 per cent since Visit Victoria’s inception in 2016.
Employment is also on the rise, with major events directly employing 3350 people, up from 3035 in 2016.
The report showed that 98 per cent of people agree or strongly agree that major events put Melbourne on the map internationally, and 88 per cent agree or strongly agree that major events do for Melbourne what the Eiffel Tower does for Paris.
Commissioned by Visit Victoria, the report assessed the wider economic impact of major events in 2018, which included blockbuster events such as the Australian Open, the Formula 1® Australian Grand Prix, MoMA at the National Gallery of Victoria and Game 1 of the NRL State of Origin.
The calendar ahead is one of the strongest in Victoria’s history, with the Presidents Cup, the men’s and women’s T20 World Cup finals, a Bledisloe Cup test match and the introduction of a new winter festival.
Other exclusive events for Melbourne include Harry Potter and the Cursed Child, and the 2023 Rotary International Convention which is the most valuable business event ever secured for the state.
In another major coup, Melbourne also secured the Australian premiere season of Moulin Rouge! The Musical for 2021.
These blockbusters are in addition to key annual events, including the Australian Open, the AFL Grand Final and the Formula 1® Australian Grand Prix.