With sports tourism on the rise, these top 5 Aussie sporting events are working overtime in 2025, attracting a record number of business travellers to capital cities and regional hubs. But one major tournament is an overall grand slam for corporates.
New data shows Australia’s top five sporting event destinations achieved a remarkable 19 per cent year-on-year growth in business travel bookings.
The Australian Open, NRL Magic Round, AFL and NRL Grand Finals and Bathurst 1000 are the most popular sporting events among business travellers.
Corporate Traveller compared flights, ground transport and hotel bookings in the host cities during these events across 2023 and 2024.
Mirroring last year’s findings, Melbourne’s Australian Open topped the list, drawing 46 per cent more business travellers than the other four events combined, positioning the city as 2025’s leader for corporate sport spectators.
The NRL Magic Round in Brisbane recorded the highest growth in business travel bookings this year at 26 per cent, followed by Bathurst during the Bathurst 1000 at 20 per cent.
Melbourne’s AFL Grand Final and Australian Open recorded 19 per cent and 17 per cent growth, respectively, while Sydney bookings during the NRL Grand Final saw a 10 per cent increase.
Game on for networking “with a dose of fun”
Corporate Traveller Global Managing Director Tom Walley said major sporting events offer flexible and invaluable networking opportunities for businesses “with a dose of fun”.
“The Australian Open is particularly attractive to business travellers because of its longer duration and scheduling. Shorter events like the NRL Magic Round or Bathurst 1000, which run over just a few days, are also highly appealing,” he said.
“High-profile events bring people together from all walks of life and internationally, allowing businesses to network informally and build stronger rapport with stakeholders.”
Walley also noted that major music concerts are also proving popular for making the same face-to-face connections.
Big names heading to Australia in 2025 include Kylie Minogue, Billie Eilish, Dua Lipa, Katie Perry, Oasis and Metallica.
