It’s hard to quantify the benefits of major arts events … or is it? The thing is that it can (and should) be done to prove the worth of such events.
The research and figures are in on the Australian Festival of Chamber Music (AFCM) and the results are great news. The AFCM has announced a record-breaking year, with a direct economic benefit of $3.79 million.
The AFCM in Townsville/Gurambilbarra is one of the world’s best celebrations of chamber music and record-breaking figures from this year’s 10-day event reveal that the music performed is more than just wonderful sounds … it is a powerhouse lure for tourists from around the country and across the globe.
Independent research shows this year’s event, held July 26 to August 4, generated a total spending in Queensland by all attendees of $19.98 million. That’s up 114 per cent from $9.32 million in 2023.
Overall, the direct and incremental expenditure generated by the festival was estimated at $3.79 million, up 18 per cent, with 91 per cent of the spending in the Townsville region, according to AFCM executive director Ricardo Peach.
“This is absolutely brilliant news, particularly in a year when so many music events and festivals have struggled. We are so proud of the AFCM and its continued appeal to fans and artists from around the world,” Peach says.
The total attendance of 22,106 across all events was an increase of 31 per cent on 2023, with interstate or overseas visitors increasing by 16 per cent.
“Importantly for the region and for Queensland as a tourism destination, the festival generated 12,593 direct visitor nights in Townsville, with the average length of stay of AFCM visitors an extraordinary 10.9 nights,” Peach says.
“Further, 95 per cent of ticketholders believe AFCM adds to the appeal of the region and 96 per cent would recommend it to others. The music of the AFCM has made Townsville a must-visit destination and we could not be prouder.”
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The AFCM has called Townsville/Gurambilbarra home for 34 years. Each year the event, now under the artistic directorship of famed British violinist Jack Liebeck, attracts musicians from around the world to perform across 10 days in July and August.
This year, more than 35 artists including 10 international artists, 20 Australian artists and five ensembles took part, with 14 artists making their AFCM debut. Two world premieres were performed with Liebeck welcoming superstar artists such as Stephen Johnson, Piers Lane, Roderick Williams, Lotte Betts-Dean, Brett Dean and Umberto Clerici across a program that took chamber music well beyond concert halls.
Liebeck says one of the distinctive features of the AFCM is its commitment to fostering a unique connection between artists and audiences.
“The festival encourages a sense of intimacy and engagement, offering opportunities for attendees to interact with the performers through forums, masterclasses and special events,” Liebeck says. “This creates a rare and immersive experience, allowing enthusiasts to delve into the intricacies of chamber music and gain insights into the creative process.”
The AFCM is supported by the Queensland Government (through Tourism and Events Queensland and Arts Queensland) and Townsville City Council.
AFCM runs July 25 to August 2, 2025. Tickets on sale March 3, 2025 or February 3 for AFCM Friends.
afcm.com.au
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