The post-event study completed by consultancy firm IER Pty Ltd has found the 2017-18 Ashes Summer of Cricket generated $36.5m in spending to Queensland’s economy, $34.3m of which was achieved from November’s opening Ashes Test of the series at the Gabba.
130,665 fans witnessed Australia record a resounding victory over England at the Gabba across four days of the Test, the first three of which were sold out, while 29,683 fans watched the two countries play a One-Day International in January.
The study showed that the 2017-18 Ashes Summer of Cricket brought in 22,727 visitors to Queensland, accounting for a total of 82,010 visitor nights, 29,928 of which were from overseas guests.
Image: England fans at the Gabba for last summer's Ashes Test
The release of the study comes after Queensland this week hosted men’s international cricket for the first time in 2018-19, with T20 matches played at the Gabba and Metricon Stadium on the Gold Coast.
31,183 fans attended Australia’s match against India at the Gabba on Wednesday night, while 15,100 public tickets were purchased for last Saturday evening’s rain-affected match against South Africa, the first-time international cricket had been held on the Gold Coast.
Today’s release coincides with the official countdown to the 2020 ICC Men’s and Women’s T20 World Cups to be held in Australia, where Brisbane has previously been announced as a host city.
For the first time in history, the events will be held as stand-alone women’s and men’s tournaments, giving the best female and male cricketers respective opportunities to capture the attention of the country and the world.
Allan Border Field in Brisbane will be a pre-tournament hub for the 2020 Women’s T20 World Cup when the precinct hosts five countries for a week of lead-in matches and training before the competition begins on February 21.
The Gabba has also been confirmed to host four Super 12 matches during the Men’s T20 World Cup, which will run from October 18 to November 15, with the tournament draw to be finalised early next year.
Registration for tickets has officially opened today via the ICC T20 World Cup website.
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Queensland Cricket Chief Executive Officer Max Walters said QC’s plans to maximise having the world’s best male and female players in Brisbane for T20 cricket's showpiece event was well underway.
“The 2020 ICC T20 World Cups presents cricket with an exciting opportunity to grow our game and bring visitors to Queensland.
“We will be showcasing our most action-packed format featuring the globe’s best players to fans across the country, while also broadcasting to the eyes of the cricketing world.
“Queensland Cricket is working closely with the ICC T20 World Cup team, Cricket Australia and Tourism and Events Queensland to ensure the tournaments are well attended and local communities are engaged.
“As we have seen with last summer’s Ashes, hosting international cricket brings in tourism dollars to Queensland, and the T20 World Cup tournaments will see more fans from more countries visiting our State for a cricket event than ever before.
“We truly have a unique opportunity to leave long-lasting legacies for cricket in Queensland,” Walters said.
Queensland Minister for Sport the Hon Mick de Brenni said hosting elite cricket events was part of the State Government's strategy for promoting active lifestyles amongst Queenslanders, while also providing positive economic contributions.
“I’m a big fan of grassroots sports, but it doesn’t work if kids can’t see their heroes performing at the highest level and imagine themselves on that pathway.
“That’s why we invest in major sporting events, such as the Ashes, to not only deliver strong tourism outcomes by drawing overseas visitors to our shores, but importantly they give Queenslanders the chance to see that pathway.
“We are all inspired when we follow a sport to get out there and have a crack ourselves, and that will lead to a healthier, more active community.
“So we’ve got a three pronged approach to investing in major events and sporting infrastructure - we can deliver for fans, drive tourism and promote a healthy and active lifestyle,” Minister de Brenni said.
Brisbane Lord Mayor Graham Quirk said international cricket was a vital ingredient in the city’s major events calendar.
“Major events inject more than $150 million into the Brisbane economy each year and international cricket matches do their part in attracting visitors from Australia and overseas, filling our hotel rooms and boosting our hospitality, retail and service industries,” he said.
“I’m looking forward to this legacy continuing as we welcome matches for the T20 World Cup in 2020.”
Queensland has hosted men’s and women’s international games between Australia and New Zealand, South Africa and India so far this season, with Sri Lanka to feature in a day/night Test at the Gabba starting on Thursday January 24.