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A new study by tourism and event management experts at UniSA and Flinders University has found that regularly attending events such as festivals, exhibitions, sporting events, farmer’s markets and food events do much more than just drive tourism and boost the economy - they also play a critical role in enhancing wellbeing.

It is also significantly related to higher levels of engagement and being fully absorbed and immersed in an activity.

Researchers surveyed more than 350 South Australians about how often they attended in-person and online events and how this related to their wellbeing.

The results revealed an association between the frequency of attending in-person events and higher well-being through higher levels of positive emotions, such as joy, happiness and excitement, as well as a stronger sense of being absorbed in an activity.

UniSA’s Associate Professor Sunny Son says although it is often claimed that event experiences can enhance people’s wellbeing, there is limited research examining their overall impact.

Associate Professor Sunny Son advised “ur study took a holistic approach by looking at the relationships between attending events and wellbeing. We found evidence that attending events can meaningfully improve individuals’ wellbeing, encouraging communities to leverage events to improve general well-being.

“Wellbeing has become an increasingly important focus for individuals and communities and is linked to many benefits related to health, work, family and community.

“Previous studies have shown that higher levels of wellbeing can lead to a reduced risk of illness and injury and increase longevity. People with high levels of wellbeing tend to perform better in the workplace and contribute positively to their community, so it’s important not only for public health but also for building strong socially sustainable and connected communities.”

The study also found that attending virtual events – such as an online concert or livestream experience – contributes to people’s sense of accomplishment. However, unlike in-person events, virtual events have no impact on other dimensions of wellbeing.

Flinders University Senior Lecturer Dr Eliza Kitchen says organisations can take advantage of the benefits of in-person events by incorporating them into employee reward programs, inviting clients, partners or other stakeholders to events or distributing free event tickets to staff.

Dr Kitchen added “these strategies not only enhance employee satisfaction and morale but also foster a more engaged and productive workforce.

“We believe that universities and schools can also use events to support student wellbeing, which is particularly important given the high prevalence of mental health issues among young people.

“Special events can provide students with valuable opportunities to interact with one another, relieve stress and achieve personal growth. This is also the case for local councils who can host free events to help their residents to connect with their neighbours and foster a stronger sense of community, support and wellbeing.

“What we found is that events do much more than just drive tourism and boost the economy; they also play a critical role in enhancing wellbeing. This gives us another strong reason to support events, not just for visitors, but for the benefits of locals as well.’

View the research paper: Son, Sunny, Eliza Kitchen and Julia Jones, ‘The Value of Events for Personal Well-Being: A PERMA Perspective’ [2025] International Journal of Tourism Research.

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