The Australian Hotels Association (WA) has said The Ashes test, which begins today, has delivered an uplift for Western Australia’s visitor economy with Perth hotel occupancy nearing capacity and strong trading expected across hospitality venues statewide.
AHA(WA) CEO Bradley Woods explained that Perth hotels are running at near-full occupancy for the Ashes, with forward bookings at an exceptional 96-98 per cent across the main match days, based on accommodation occupancy data commissioned by the AHA(WA) with the CoStar Group.
“The Ashes is translating into real economic impact for WA, with visitor spend flowing from the CBD to coastal precincts and regional day-trip destinations. There’s a festival atmosphere right across the city.”
He added that the increase in visitors to the city will be felt across multiple industries but especially in hospitality venues experiencing additional patronage.
“This surge of visitors will deliver a major economic boost, with restaurants, pubs and bars scaling up staffing and resources and expecting strong trade across the weekend with The Ashes and West Fest activations. Hotels and venues have boosted rosters, extended trading where appropriate, and coordinated transport and security planning to ensure a seamless visitor experience.
“This weekend is a showcase of WA hospitality at scale, thousands of additional shifts and a strong pipeline of casual employment,” said the CEO.
In addition to increased foot traffic, Woods said the AHA(WA) expects to see increased spend per head for the special event based on similar events that have drawn people to the city.
“Based on comparable events, we anticipate tens of millions of dollars in visitor expenditure across accommodation, food and beverage. Early indicators show strong restaurant and bar turnover, with elevated spend per head compared to a standard summer weekend.”
Bradley Woods, CEO, AHA (WA)
Major events, such as The Ashes, he explained, provide immediate economic benefits as well as showcasing Perth to international and interstate visitors who often return for future holidays.
“We’re seeing the Barmy Army and east coast fans heading west, many extending their stay to explore Perth and surrounds. Visitors are adding a day or two to their trips, and places like the Swan Valley, Rottnest, Fremantle and beyond are all seeing an uplift in bookings,” stated Woods.
He added: “This international cricket match is a clear example of how major events fill our hotels and drive significant spending through WA’s hospitality industry. It’s a great opportunity to put our best foot forward and show how Perth thrives when major events are in town.”
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