Why state governments are supporting ‘blockbuster’ Australian music festivals


Busby Marou at the Deni Ute rally

State governments are seeing support for music festivals as a way to boost both the live music and tourism sectors after the pandemic.

Two major festivals which announced their return in 2022 this week are examples of this.

After two cancellations due to COVID, Deni Ute Muster returns on September 30 and October 1 in the town of Deniliquin in NSW.

NSW Tourism Minister Stuart Ayres has confirmed he has government backing through his tourism and major events agency Destination NSW.

It aligns with The New South Wales Visitor Economy Strategy 2030 to cement the state as the events capital of Asia-Pacific, he added.

“After such a difficult few years, I am delighted to see this important event return with a list of successful talent which is sure to attract visitors from all over and give an economic boost to many local businesses,” said the Minister. . noted.

He hoped visitors would also take the “opportunity to experience all” that Deni and the local Riverina region has to offer.

Muster participants spend $ 6 million a year in the region and have earned it tourism awards.

In 2019, it drew a record 25,000 and injected around $ 10 million into the local economy.

Vicky Lowry, CEO of Deni Ute, has previously said RTM that when the festival started, the audience was mostly single men.

Now they’re married and coming with families – something the Muster emphasizes in their branding as well as their draw for a younger demo.

Government support allows Bill 2022 to be strong enough to attract American superstar Brad Paisley as well as a storehouse of names known as Jessica Mauboy, John Williamson, The Angels, Busby Marou, Ian Moss & Troy Cassar-Daley , Darlinghurst, Shannon Noll, Shane Nicholson, Sara Storer, Felicity Urquhart and Josh Cunningham.

Pictured: Savannah in the Round

After drawing 11,000 spectators in its first year, Savannah In The Round returns for the second time to the Mareeba Rodeo Arena in North Queensland from September 30 to October 2.

The festival’s link with tourism was obvious from the start.

Drawing an age group of 40 to 45, festival director James Dein from promoter Sound Australia said RTM it generated $ 2.5 million to $ 3 million in tourism dollars, with guests revealing their intention to vacation in Cairns, Port Douglas, the Great Barrier Reef and rainforests before and after.

Dein expects the festival’s tourist appeal to increase this year.

When he first put the tickets on sale, buyers came from all over Australia. But as the pandemic worsened, they withdrew and the crowd was mostly from Queensland.

The financial support allows Savannah In The Round to pull a 2022 bill with Brad Paisley and a 30-person bill aimed at a larger age group and with a broader musical appreciation, with Adam Brand, Vanessa Amorosi, The Waifs, Darlinghurst, Shannon Noll, Jon Stevens and Tex Perkins.

Good Times was rescheduled to February 12 and 13 in Tocumwal, NSW, on the banks of the Murray River, as part of a tourist draw in the ravaged area.

The delay meant he could get two Teskeys, Josh & Ash Grunwald with Sam with his live band.

Other acts include Cash Savage & The Last Drinks, Emma Donovan & The Putbacks and Benny Walker with more to be announced.

In November 2021, the government of South Australia released its 2025 artistic and cultural tourism strategy which linked festivals and tourism.

South African Prime Minister Steven Marshall said arts and culture tourism generates significant economic and social benefits for the state and the industry-led and endorsed strategy will help bring the sector to $ 1.4 billion by 2025.

In its first year, Illuminate Adelaide 2021 drew 500,000 attendees and generated $ 30.9 million in gross economic activity for the South African economy, despite several weather cancellations and mandatory lockdowns.


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