Please note: Some of the content on this page was published prior to the launch of Creative Australia and references the Australia Council. Read more.

Arts a bigger tourism drawcard than wineries, casinos or sport

Dec 17, 2019

State Opera South Australia’s Carmen in Victoria Square. Credit: Soda Street Productions.

In November 2018, the Australia Council published new research showing the arts are increasingly on the itinerary for visitors to Australia. International Arts Tourism: Connecting cultures highlights the growing potential for the arts to drive and support tourism activity.

The research shows that arts tourist numbers grew by 47% between 2013 and 2017, a higher growth rate than for international tourist numbers overall (37%). Visitors to Australia are more likely to engage with arts (43%) than to visit wineries (13%), casinos (12%) or attend organised sporting events (6%). 

The Council used the research in our response to Austrade’s Beyond Tourism 2020 consultation. We asserted that arts and culture should prominently feature in Australia’s tourism strategy, including investment in Australian arts and artists.