TTF spotlights impact of live entertainment on driving Australia’s interstate tourism

New data from Tourism & Transport Forum (TTF) has revealed more than a third (36%) of Australians are crossing state borders each year to experience concerts, sporting matches, and other major events.

The Survey was commissioned with Pureprofile of 1,510 Australians, conducted between 27th November – 1st December 2025.

Bookings for hotels and interstate travel have spiked in Sydney this weekend, with Lady Gaga's highly anticipated stadium concerts attracting fans from across Australia.

TTF Chief Executive, Margy Osmond noted “live events are a crucial part of Australia’s cultural fabric and economy. Australians are willing to travel for the moments that matter, and our research shows big events continue to draw people across the country.”

The 25 to 34-year-old age group leads this trend, with over half (51%) saying they travel interstate for events annually, closely followed by 18 to 24-year-olds (46%). Men are somewhat more likely to travel for events than women, with 39% versus 33% respectively.

Osmond said major events remain a powerful drawcard for travellers, especially global stars like Lady Gaga, who has already dazzled fans in Melbourne and Brisbane, and will perform tonight in Sydney.

“Artists like Lady Gaga don’t just sell tickets, they spark movement. Their performances inspire fans to travel, to connect, and to be part of an unforgettable shared experience.”

This enthusiasm is reflected in accommodation search trends. Data from Booking.com shows that when Lady Gaga is performing in Sydney between the 12th – 14th of December, the city has surged to the number one spot for weekend accommodation searches. The searches show a 75% increase year-on-year, jumping from second place last year.

These results highlight how world-class events transform entertainment precincts into high-performing tourism hubs, delivering strong visitation and accommodation demand.

Accor Pacific Chief Operating Officer, Adrian Williams shared “Lady Gaga’s tour shows how major artists can put cities on the Edge of Glory when it comes to visitation and economic activity. Her performances in Melbourne and Brisbane sparked exceptional demand, and Sydney is now experiencing the same uplift as fans arrive for her shows at Accor Stadium. We see time and again that when global icons perform in Australia, visitors move, hotels fill, and the hospitality sector thrives.”

Booking. com Regional Manager Oceania & Korea, Todd Lacey added “when a global superstar like Lady Gaga touches down, the travel industry feels the mayhem. The significant uplift in accommodation searches on Booking. com across Sydney, Melbourne, and Brisbane directly illustrates the effect major cultural events play in casting a spell on Australian domestic travel demand.

“With searches increasing as high as 75% for Sydney and a staggering 90% for Melbourne during Mother Monster’s concert weekends, these blockbuster events are clearly must-attend motivators for a diverse audience of Aussie travellers. This trend reinforces our broader Booking. com Travel Trends research, which shows over a third of Aussie travellers are planning event travel solely for a music festival or concert.”