Flight Centre’s Corporate Traveller compared flight and ground transport to, and hotel bookings in, the host cities for events across 2023 and 2024 to reveal the top destinations around Australia’s major sporting events.
Brisbane, during the NRL Magic Round, recorded the highest growth in business travel bookings this year, at 26 per cent. Bathurst, during the Bathurst 1000, followed at 20 per cent. Melbourne’s AFL Grand Final and Australian Open recorded 19 per cent and 17 per cent growth, respectively, while Sydney saw a 10 per cent increase during the NRL Grand Final.
Where are business fans flocking from?
Corporate Traveller’s outbound data found that business fans are travelling from the nation’s leading business centres of Sydney and Melbourne. These two cities featured in the top three booking origin cities for every event, aside from those held locally.
The only event based outside of Melbourne and Sydney this year, the NRL Magic Round in Brisbane, featured both cities in the top three origin cities. Perth and Brisbane were next, while Adelaide featured in the top three for the AFL Grand Final only.
What makes the Australian Open so popular?
The 2024 Australian Open broke attendance records with more than 1.1 million attendees. It injected an estimated $382 million into Melbourne’s accommodation, hospitality, and tourism sectors. The event is one that ticks many boxes as it is the first of four global grand slam events of the year. The Melbourne Park venue has undergone extensive renovations, and the program has evolved into a three-week festival of sport and entertainment.
Our love for the game keeps driving growth
Brisbane also recorded the highest year-on-year growth rate during the NRL Magic Round, the event also spanning over three days. First launched in 2019, it has become increasingly popular as the format allows spectators to watch a full round of rugby league in the one venue and over the one weekend. The event is expected to continue growing in popularity with the introduction of a women’s rugby league magic round in 2025 and plans to branch out into regional locations in 2026.
Similarly, the Bathurst 1000 also runs over just three days, with Bathurst attracting the second highest number of corporate bookings over the course of the event in 2024.
Why are business travellers increasingly choosing to attend major sporting event destinations?
Australian-based global managing director for Corporate Travellers, Tom Walley, believes that major sporting events offer invaluable networking opportunities for businesses, however, stresses the days of the week and duration of these events play a significant role in the decision to attend.
“The Australian Open is particularly attractive to business travellers because of its longer duration and scheduling,” Tom said. “With a three-week program, businesses have the flexibility to attend on days that suit them best, including weekdays, which may be preferable for corporate engagements. Or alternatively, weekends to not disrupt the working week.
“Shorter events like the NRL Magic Round or Bathurst 1000, which run over just a few days, are also highly appealing. They offer concentrated excitement and allow business travellers to tap in and out without a lengthy time commitment. The fact that these events often fall over weekends or span just a few days makes them convenient for busy professionals.
“High profile events bring people together from all walks of life and internationally, giving businesses the opportunity to network informally, with a dose of fun, allowing businesses to build stronger rapport with stakeholders. People connect face-to-face with industry leaders, influencers, potential business partners, and customers.
“Commonly, businesses gift tickets to customers, staff, or suppliers, then arrange to take them to lunch or a leisure activity such as a cruise around the harbour to network in the days before or after the event. Many deals can be quietly negotiated this way.”
In music, big names heading to Australia in 2025 include Kylie Minogue, Billi Eilish, Dua Lipa, Katy Perry, Oasis, and Metallica. Melbourne International Comedy Festival also kicks off in March, followed by the Sydney Comedy Festival in May.
The Australian Open 2025 is on from 6 to 26 January, Bathurst 1000 V8 Supercar Championships is on 9 to 12 October, and the AFL Grand Final is on 27 September. Dates for the other top sporting events are yet to be confirmed but the NRL Magic Round commonly runs in May and the NRL Grand Final in early October.
