The Australia Council for the Arts has released a new report on the state of international tourism, with the conclusion that the arts are ‘a bigger drawcard for international tourists than wineries, casinos or sport.’
Titled International Arts Tourism: Connecting Cultures, this research brings together data from Tourism Research Australia (TRA) with additional resources. It concludes that over the last five years, arts tourist numbers grew by 47% between 2013 and 2017, a higher growth rate than for international tourist numbers overall (37%).
Nearly half (43%) of the eight million international tourists to Australia in 2017 engaged with the arts during their stay.
Australia Council Executive Director for Strategic Development and Advocacy Dr Wendy Were said the research highlights the power of the arts in shaping international perceptions of Australia. "The research highlights the growing potential for the arts to drive and support tourism activity, and for our artists to increase their engagement with the international tourist market."
The report found:
Read the full report here.