Game on! Our report shows Australian sport is growING from strength to strength
Just take a quick look back at the past year alone.
It’s been a game-changing one for the nation’s sporting landscape with grassroots growth to record-shattering moments in elite competitions.
Women’s sports took centre stage, setting new standards in both viewership and participation and - in a world-first - women’s elite sport globally was forecast to become a $1.5 billion industry. Soccer is leading the charge, claiming 43 per cent of that revenue after the 2023 FIFA Women’s World Cup generated a staggering $1.32 billion in economic impact for Australia while attracting more than 86,000 international visitors.
Then there’s the ripple effect of that success. Football NSW reported a surge of 25,000 additional player registrations in early 2024 with women making up a growing quarter of participants nationwide.
Outside of football there were plenty of other record-setting crowds and moments.
The Australian Open continued its tradition of setting new benchmarks, with the 2024 tournament smashing attendance records after more than 1 million fans flocked to Melbourne Park.
And then there were the Paris Games. In case you missed the headlines, the 2024 quadrennial event was Australia’s most successful yet after we collected 18 gold medals. Not to brag, but we played a pivotal role there, too, by helping more than 200 Australian support team members, alongside Paralympic teams and equipment, make the trip to the Paris Games.
Speaking of the Games, with the Brisbane Games now just eight years away, the sector will only heat up.
According to Adam, the stakes are higher, but the opportunities are also vast.
“The investments we’re seeing in infrastructure, combined with the global spotlight on Australia, are set to transform the way we approach major sporting events,” he says.
“Before the Games touchdown, we’ll see a host of major international sporting events, such as the 2026 AFC Women’s Asia Cup and the 2027 Rugby World Cup.
“For travel management companies, it means staying ahead of the game, delivering seamless, stress-free logistics for athletes, teams, and fans, all while navigating the complexities of an event of this scale.”
So, what’s next?
Our report shows the future of Australian sport is undeniably bright, whether it's tennis, football, or the Brisbane Games, Australia’s sports sector is set to keep breaking records, attracting global attention, and offering unmatched opportunities for athletes and fans alike.
Explore the full 2024 Sports and Entertainment Travel Industry Insights Report for all the data, trends, and forecasts shaping that future.
