Opera normally sings the blues due to falling attendances but that trend has been reversed by Opera Australia – it’s targeted tourists and reaped the benefits.
More than 50% of Opera Australia’s record attendance of 102,000 at the Sydney Opera House for the first three months of 2017 were tourists.
“Sales to international tourists grew 28% in one year, to 40,000,” Opera Australia said.
“Adding to the 8,330 interstate tourists and 4,928 people from regional NSW, for the first time more people from outside Sydney attended the opera than Sydneysiders.”
“The reaction to this season has been quite phenomenal,” said Opera Australia’s Artistic Director Lyndon Terracini AM.
Opera Australia started working closely with the tourism industry three years ago and “the increased interest we are attracting from overseas visitors is testament to the hard work,” he added.