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Every year hundreds of events or festivals are held across regional Australia – including sporting, food and wine, music, arts and culture and community events. Events are ideal for generating awareness for regional destinations and driving visitation.
Tourism Research Australia’s National Visitor Survey shows that over half of all domestic day and overnight trips in 2013 were to regional destinations (58%), where visitors spent $34 billion.
Tourism Research Australia, the South Australian Tourism Commission and Tourism Victoria identified a need to better understand regional events as a tourism product, and their place in driving visitation to the region. GFK Australia were contracted to conduct the research.
This report summarises the key findings from the research, and includes:
- events and regional tourism
- trips taken for events
- event destinations and experiences
- encouraging event attendance
- communicating events