Tourism Australia supports the promotion of a year-round calendar of public events and festivals from across the country.
Major events and festivals play a strong role in increasing destination awareness and intention to visit. According to the International Visitor Survey, in the last 12 months, 23% (or 1.8 million visitors) of all international visitors to Australia attended a sporting event (as a participant and/or spectator), festival, fair or cultural event.
Tourism Australia aims to stimulate visitation throughout the year including traditionally low seasons, grow expenditure and extend visitor's length of stay by encouraging international travellers to include events in their itineraries.
Marketing Major Events Internationally
Tourism Australia profiles major events and festivals that demonstrate our global consumer marketing campaign – There’s Nothing Like Australia. These signature events appeal to our international target markets’ passions and interests, and deliver significant brand awareness and economic impact for Australia. To see what’s on in Australia visit our annual event calendar.
Tourism Australia also undertakes dedicated marketing campaigns in partnership with major events such as the Ashes Series, Gold Coast 2018 Commonwealth Games and The World’s 50 Best Restaurants 2017 to position Australia as a must visit destination.
International marketing activities include profiling events in our content, digital, social media, PR and advocacy programs.
Event development and sponsorship
Financial assistance for major events is managed by Australia's State and Territory tourism organisations, who also provide advice and mentoring, planning and delivery support for public events. Contact your STO for more information on their local marketing and assistance programs.
Tourism Australia does not provide development or funding support for major events.