As Australians eagerly snap up tickets for this year’s biggest theatre productions, new research from the Tourism & Transport Forum (TTF) reveals that theatre is doing more than just entertaining. It’s driving travel and boosting local economies nationwide. Nearly half of Australians (42%) say they’re willing to travel to see a production, showing the powerful draw of live theatre beyond the stage.
14% of the nation has said they’d be willing to travel overseas for a show, while 42% would at least travel interstate. Younger Australians are leading this enthusiasm. Among 18–24-year-olds, 21% are prepared to travel overseas to see a production, above the national average of 14%. Meanwhile, over half (55%) of 25-34-year-olds are willing to travel interstate for these experiences, making them the age group most likely to go the distance for live theatre.
Theatre companies are hearing this call and catering to the demand, with performance offerings designed to lure audiences from near and far. This week is no exception, marking the preview opening of The Normal Heart at Sydney Theatre Company. First staged here 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 the 2026 Mardi Gras. Last week also saw tickets released for Whispering Jack: The John Farnham Musical, a collaboration between STC and Michael Cassel Group, with 25% 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.”
Similarly, Queensland Performing Arts Centre (QPAC) is gearing up for a landmark season in 2026 with the opening of its brand-new Glasshouse Theatre. The theatre will open in late March, and its opening program will include The Last Ship, an Australian exclusive season featuring Sting performing in the acclaimed musical he composed.
Ms Osmond continued, “Demand for theatre productions is strong and growing, fuelled by our great theatres putting on world-class shows that captivate audiences both here and abroad.
“However, to fully realise our potential as a nation rich in vibrant theatre hubs, the industry needs greater support. As federal and state-based budgets approach, it is important that the arts receive strong financial backing. Without this funding, we risk losing major productions or seeing promising shows close prematurely, as occurred with the Back to the Future musical.”
Sydney Theatre Company Artistic Director & Co-CEO, 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% 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.”
Queensland Performing Arts Centre (QPAC) Chief Executive, Rachel Healy said:
“Anticipation surrounding our new theatre has been building for years, and it is thrilling to be so close to throwing open the doors. The addition of the 1,500-seat Glasshouse Theatre to QPAC gives us greater capacity to attract world-class talent, Australian-exclusives and premieres to Queensland, such as ‘The Last Ship’, starring global music icon Sting.
“These kinds of productions are a magnet for interstate and international visitors: more than 20% of our audience for The Last Ship is coming from around Australia and abroad.
“With the opening of the Glasshouse Theatre, QPAC will become the largest performing arts centre under one roof in Australia building our reputation as one of the country’s most dynamic and popular cultural destinations.”
Producer & CEO of Michael Cassel Group, Michael Cassel said:
“Live entertainment has always been an integral part of the tourism industry, and we saw that clearly with Beetlejuice The Musical in Melbourne. More than a quarter of attendees travelled from interstate, citing the show as their main reason for travel.
“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.”