New research from the Tourism & Transport Forum (TTF) has revealed that live theatre is doing more than just entertaining, it’s driving travel and boosting the visitor economy.
Nearly half of Australians (42 per cent) say they’re willing to travel to see a production, with 42 per cent also happy to travel interstate.
Younger Australians are leading this enthusiasm. More than half (55 per cent) of 25-34-year-olds are willing to travel interstate for live theatre, making them the age group most likely to go the distance for these experiences.
Theatre companies are hearing this call and catering to the demand, including the preview opening this week of The Normal Heart at Sydney Theatre Company (STC).
First staged in 1989 during the AIDS crisis, the landmark drama returns nearly 40 years on as a tribute to a world-changing movement and a highlight of Sydney Gay & Lesbian Mardi Gras 2026.
Last week also saw tickets released for Whispering Jack: The John Farnham Musical, a collaboration between STC and Michael Cassel Group, with 25 per cent of sales already made to buyers outside NSW.
TTF CEO Margy Osmond said: “It’s clear that theatre is inspiring audiences to hit the road, or even take to the skies, with nearly half of Australians willing to travel for the chance to see a great production.
"This passion highlights theatre’s growing role in connecting people and places across the country."
Sydney Theatre Company Artistic Director Mitchell Butel said: “Tickets for Whispering Jack: The John Farnham Musical went on sale just last week following our announcement last week that Michael Paynter will play John, and we’ve already seen 25 per cent of sales coming from outside of NSW.
“Meanwhile, partnering with a city-wide celebration like Sydney Gay & Lesbian Mardi Gras for our season of The Normal Heart at Sydney Opera House helps STC to reach interstate and international visitors.
"In programming STC’s 2026 season, my first as Artistic Director, I wanted to ensure we had the highest calibre of artists like David Wenham, Miranda Otto and Justine Clarke who would also attract audiences from not only Sydney, but the whole country and that is proving to be the case.
“With our world-renowned productions, beautiful harbourside venues and new hospitality offerings, Wharf Restaurant and Bar and Folio at Roslyn Packer Theatre as well as offerings like Backstage Tours, Sydney Theatre Company is essential itinerary for arts and culture lovers.”
Michael Cassel Group Producer and CEO Michael Cassel said: “Live entertainment has always been an integral part of the tourism industry.
“Audiences are increasingly willing to cross state and even country borders for major productions, and that movement delivers real benefits well beyond the theatre, supporting hotels, restaurants and the broader economy.”
Pictured main: Andrew Lloyd Webber's global phenomenon Phantom of the Opera returns on its 40th anniversary to Handa Opera on Sydney Harbour in March 2026, proudly supported by Destination NSW.
