Over the past two years, 1 in 8 domestic travellers to Melbourne (12.8%) attended at least one spectator sporting event, from a football, rugby or cricket match (7.5%) to another event such as tennis or golf (2.7%), horseracing (1.9%) or motor racing (1.1%).
Adelaide takes second spot on the dais with around 1 in 12 of its domestic visitors since 2013 going to sports events (8.5%), ahead of Darwin (6.7%), Sydney (6.5%) and Perth (6.2%). Around 1 in 5 domestic travellers to Hobart (5.1%) or Brisbane (4.9%) over the last two years saw live sports, ahead of only 4.5% of visitors to Canberra.
Proportion of domestic holiday visitors to destination who attended live sports
Source: Roy Morgan Single Source (Australia), January 2013 – December 2014 n=22,416 Australians 14+ who went on a holiday in the last 12 months.
But sports aren’t the only things these travellers are interested in. Our research shows that, as city councils and state governments like to say, there are indeed broader economic benefits to sports tourism, with visitors who see matches and races also more likely to engage in a wide range of other activities during their trips.
Compared with the average holiday-maker, sports tourists are:
- Over three times more likely to visit a casino
- Around twice as likely to go to the theatre or cinema
- 76% more likely to go to night clubs or bars
- 66% more likely to go to a concert
- 42% more likely to go shopping
- 24% more likely to go to museums
Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:
“This latest data shows that Melbourne is the clear sports capital of Australia for domestic travellers.
“Over the last two years, Roy Morgan Research has interviewed over 22,000 recent holiday-makers about where they went, who with and for how long, how they got there, where they stayed, the activities they did, how much they spent, and their attitudes to travel.