Links Modular Solutions are a leading provider of high-quality, innovative software solutions for leisure facilities. Our software suite includes modules such as POS, Classes, Members, Facility…read more
2018 AFL season at Optus Stadium delivers $66 million tourism boost
Interim results released for the 2018 AFL season at Perth’s Optus Stadium show that marketing strategies for the new venue have injected millions of dollars into the Western Australian economy.
Despite a decline in international visitor numbers and expenditure to Western Australia in 2017/18, about 66,000 interstate and intrastate visitors attended games regular AFL season and finals at the 60,000 capacity venue, delivering nearly $66 million in visitor expenditure.
Independent research has revealed the Western Australian Government's dedicated east coast tourism campaigns, combined with the AFL tourism strategy, attracted 31,059 interstate visitors who specifically travelled to WA for a match at Optus Stadium, and spent about $34 million. A further 34,665 visitors from regional WA spent more than $32 million.
Figures from research undertaken by Metrix Consulting show that of the 31,059 interstate visitors, 22,887 travelled during the regular season and 8,172 during the AFL finals. There was a similar story with intrastate overnight visitors, as 25,812 people from regional WA travelled to Perth for AFL games during the home and away season, and 8,853 for the finals.
As part of the Optus Stadium launch, Tourism Western Australia invested significant marketing resources to drive interstate visitation to AFL games and increase awareness of Perth and Western Australia as an AFL tourism destination, while encouraging visitors to also travel to the regions.
The multimillion dollar Hotel Perth campaign launched early this year targeted at east coast markets such as Melbourne and Sydney. This campaign, coupled with the introduction of a Tourism WA east coast advocate has led to a direct increase in visitors.
Western Australian Tourism Minister Paul Papalia acknowledged the impact the marketing campaign has had on attracting visitors to the State and congratulated Tourism WA for leading the project in partnership with Optus Stadium Management, Tourism Council WA, the tourism industry, AFL, West Coast Eagles and Fremantle Dockers.
Minister Papalia stated “the (Western Australian) Government's tourism strategies have leveraged off Perth's world-class Optus Stadium to ensure the local hospitality industry received a much needed boost.
"This resulted in interstate visitors staying a total of 137,803 nights, and intrastate visitors a total of 108,687 nights in Perth, thanks to AFL tourism.
"Their spending has provided a significant boost to WA's economy, with interstate visitors spending an average of $245 a day in WA and intrastate visitors an average of $295 a day.
"Maximising leisure visitation from AFL games at Optus Stadium and encouraging visitors to stay longer and spend more is a key component of the State Government's Two-Year Action Plan.
"The AFL campaign also complements other activity on the east coast including establishing trade marketing representation in Melbourne, Sydney and Brisbane; launching the Hotel Perth campaign and co-operative marketing with key partners, all of which have contributed to an increase in interstate visitors in 2017/18."
2nd November 2018 - Tourism Council WA calls for change in Western Australian tourism activity
6th September 2018 - Former world surfing chief executive named Tourism WA Managing Director
24th July 2018 - Further turmoil in management of Western Australian tourism
20th July 2018 - Latest tourism figures show challenges for Western Australia
13th June 2018 - Fans rate new Optus Stadium as best for AFL
23rd April 2018 - 2018 Aussies a huge success for Perth
13th April 2018 - AFL breaks Western Australian attendance record at new Optus Stadium
21st March 2018 - New plan to drive growth in Western Australian tourism
29th January 2018 - More than 53,000 fans attend first sporting event at Perth’s Optus Stadium
11th October 2017 - Australian Tourism Awards to be staged at new Perth Stadium in 2018
11th August 2014 - Tourism Council WA wants new Perth Stadium to attract away fans
6th July 2010 - Sport tourism takes centre stage
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
The Fitness Generation is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
AIS Water, the trading name of Australian Innovative Systems, is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators…read more
Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…read more
NovoFit is an exciting and dynamic new company born from two of Australia’s leading commercial fitness equipment suppliers. NovoFit combines over 45 years of industry expertise, delivering state…read more
SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…read more
Playrope Aqua-Fun, are the Australian & New Zealand exclusive distributors for Vortex Aquatic Structures International, the world leader in aquatic playgrounds and urban water landscapes.…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!