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Ernst & Young study confirms value of major events to Victorian economy

Ernst & Young study confirms value of major events to Victorian economy
December 9, 2019

A new study by leading consultants, Ernst & Young has found that the value of major events to the Victorian economy has soared to $2.5 billion a year.

The Eventful Year 2018 report confirmed that a world-leading events calendar continues to deliver for all Victorians. The report was commissioned by Visit Victoria, the state’s primary tourism and major events company.

The study found that major events attracted almost 6.9 million international and interstate visitors to Victoria, up 24% in two years. Direct jobs supported by major events grew by 10%, to 3,350.

The report also found that 98% of people agreed or strongly agreed that major events put Melbourne on the map internationally, and 88% agreed or strongly agreed that major events did for Melbourne what the Eiffel Tower did for Paris.

The Vcitorian Government backs the jobs and investment created by these attractions through its Major Events Fund, which provides $62 million annually to ensure Melbourne continues to lead the way as a global events city.

It assessed the economic impact of major events in 2018, which included key annual attractions such as the Australian Open tennis, Formula 1 Australian Grand Prix, AFL Grand Final and Spring Racing Carnival, and one-off spectaculars such as MoMA at the National Gallery of Victoria and an NRL State of Origin match at the MCG.

This week’s Presidents Cup golf at Royal Melbourne featuring Tiger Woods and a cavalcade of fellow stars kickstarts a massive 12 months in Victoria, which also includes the men’s and women’s ICC T20 World Cup finals at the MCG, a Bledisloe Cup rugby union clash at Marvel Stadium and the introduction of a new Melbourne winter festival.

Harry Potter and the Cursed Child at the Princess Theatre and Come From Away at the Comedy are the standard-bearers on the boards while in another global coup Melbourne has secured the Australian premiere season of Moulin Rouge! The Musical for 2021, to run at a refurbished Regent Theatre.

Victorian Minister for Tourism, Sport and Major Events Martin Pakula noted “Victoria does events better than anywhere else in the world, securing the biggest and the best attractions to ensure that we continue to draw large numbers of interstate and international visitors to the state.

“From the Presidents Cup to Harry Potter and the Cursed Child, our calendar has something for everyone.”

“These blockbusters inject millions of dollars into the Victorian economy, keep our hotels, bars and restaurants full and create thousands of jobs.”

Image of Australian Open courtesy of Visit Victoria.

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14th October 2019 - Major events contribute $99.3 million to Geelong economy

11th September 2019 - New Chairs announced at Visit Victoria and Australian Grand Prix Corporation

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26th August 2019 - Victorian Government announces further backing for SportsTech start ups

7th August 2019 - Best Australian events named on Awards shorlist

8th July 2019 - Melbourne Convention and Exhibition Centre looks to stage live music events

7th June 2019 - Visit Victoria supports multiple events over the June long weekend

22nd March 2019 - Trade mission launched to showcase Victorian Sports Industry

29th January 2019 - Record 780,000 fans share the excitement of the 2019 Australian Open

9th January 2019 - Victoria’s visitor statistics hit new highs

23rd October 2018 - Victorian Minister for Tourism and Major Events and Minister for Sport recognised with industry communication and marketing award

8th September 2018 - Melbourne Sports and Aquatic Centre marks 21 years of operation

6th June 2018 - Major events boost Melbourne’s economy

2nd February 2018 - Australian Open the nation’s most popular sporting event

5th November 2016 - Former A-League executive to head Visit Victoria’s Major Events

17th June 2015 - Victorian Premier vows to fight for every major event ‘worth taking’

21st July 2013 - Ernst & Young global survey shows link between sport and high performing women

2nd December 2012 - Levenson named Ernst & Young emerging entrepreneur of the year


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