There’s a new player in Western Australia’s tourism success story — and it’s wearing boots, jerseys, and cleats. The state is riding a fresh wave of visitor growth, and sports events are proving to be one of the biggest drivers.
From packed crowds at Optus Stadium to sell-out Matildas fixtures and renewed buzz around the NRL Perth Bears bid, WA’s major sporting moments aren’t just entertaining locals — they’re drawing visitors from across Australia and beyond.
Sports as a Tourism Powerhouse
Recent data from the WA Government’s tourism arm highlights how sport-linked travel has become a cornerstone of the state’s visitor economy. Domestic travel has surged as fans flock to Perth for marquee matches and festivals, while international tourists — especially from nearby Asian markets — are increasingly adding sports experiences to their WA travel plans.
One tourism analyst summed it up:
“A decade ago, people came for landscapes. Now they come for landscapes and a game at Optus.”
The Matildas Effect
The buzz around the Matildas’ matches in Perth has been a game-changer. Tickets sold out in record time, hotels filled up, and local businesses reported spikes in trade. For many fans, it wasn’t just about watching a match — it was about being part of a shared national moment.
NRL’s Perth Ambitions
The NRL’s renewed interest in establishing a Perth Bears team is another sign of sport’s growing role in WA tourism. Each test event and trial match at Optus Stadium has drawn large crowds — and importantly, brought in visitors who stay, dine, and explore.
Packed Optus Stadium during a Matildas or NRL event. (THE WA)
Tourism Infrastructure: Keeping Pace with Demand
WA’s government isn’t just watching the boom — it’s investing in it. Funds are being poured into tourism infrastructure, from expanded transport links to upgraded stadium facilities. The aim is clear: make Western Australia the go-to destination for sports fans across the Asia-Pacific.
Beyond the Big Events
It’s more than just attention-catching games that are having an impact. Community sports festivals, youth competitions, and regional events are also attracting visitors. Lesser-known towns are experiencing advantages, with higher hotel reservations and improved local economies during event weekends
The Bigger Picture
The numbers tell the story. Western Australia has recorded some of its highest visitor figures in recent years, with sports events credited as a major factor. Perth’s hotel occupancy rates have climbed during key sports weekends, and airlines have reported spikes in bookings linked to fixtures at Optus and beyond.
A senior tourism official put it simply:
“Sport sells seats, fills hotels, and showcases WA to the world.”
Credit: Sky Perth
What’s Next?
The challenge now is to build on this momentum. Plans are underway to attract more international fixtures, from rugby to cricket to motorsport. There’s also talk of a bid for major multi-sport events, with Western Australia positioning itself as a serious player on the global sports tourism stage.
And behind every match, every packed stand, are the cafes, hotels, and tour operators who benefit — proof that sport’s impact stretches well beyond the stadium gates.
Final Word
Western Australia’s tourism boom is about more than beautiful landscapes and perfect weather. Sport has become part of the state’s identity — and a powerful engine for its visitor economy. With smart planning and continued investment, this is a boom that looks set to last.
