Culture Counts, Regional Arts Australia (RAA), Media Release, 11 August 2023

Regional Arts Australia (RAA) and Culture Counts have released new research findings on cultural tourism demonstrating the major influence that arts and cultural events have in driving tourism to regional and remote Australia.

The RAA Cultural Tourism Accelerator Program 2021-2022 Research Project indicates that arts and cultural activity in regional and remote Australia creates significant economic impact and community connection.

Culture Counts evaluated 321 events and activities supported by the Australian Government’s Cultural Tourism Accelerator Program during 2021 and 2022.

Key findings from the research report show:

• 70 per cent of visitors indicated that the supported event influenced their decision to travel to the local area, with 29 per cent indicating this was their first visit to the area.
• The direct economic impact generated by attendees surveyed was over $304.8 million, 60 times the total investment in the Cultural Tourism Accelerator Program. 
• 91 per cent of survey respondents said they would come an event like this again.

In addition to the research project findings, we have released a suite of cases studies from the Cultural Tourism Accelerator Program, including participants in an extension of the Program, the Cultural Tourism Generator.

The Cultural Tourism Accelerator Program was an Australian Government initiative delivered through the Regional Arts Fund to help strengthen local visitor economies. The Program sought to increase tourism visitation in regional, rural, and remote communities across Australia, by providing financial support for the promotion of arts and cultural activities.

Grants through the Program ranged from $2,500 to $15,000 and assisted artists and arts and cultural organisations to deliver targeted marketing campaigns, develop industry partnerships, create new visitor experiences and work with tourism sector mentors.