Million-dollar sports tourism: Events like the 2026 AFC Women's Asian Cup drive Australia’s visitor economy

Major sporting events bring millions of dollars to Australia’s food and tourism industries. International tournaments attract thousands of tourists and fans who spend on food, drinks, and hospitality services. Events like the 2026 AFC Women's Asian Cup are expected to boost the economy as spectators, media, and teams from around the world travel to Australia.

Local and international sporting events like the 2026 AFC Women's Asian Cup have a significant impact on Australia’s food and tourism industries, drawing more visitors to the country, increasing demand for food and hospitality services, and supporting local businesses. Credit: AFC Women's Asian Cup and Gema Group

Key Points

• International sporting events such as the 2026 AFC Women's Asian Cup make a significant contribution to Australia’s economy, bringing thousands of visitors to the country and driving spending on hotels, restaurants, and other tourism services.
• According to the head chef at Cbus Super Stadium in the Gold Coast, Queensland, demand for food and beverages rises during every match—from traditional stadium food to premium catering for VIPs, media, and athletes.
• These events also create opportunities for businesses and workers, including chefs, catering staff, food vendors, and logistics teams, generating additional jobs and income for the local community.

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Million-dollar sports tourism: Events like the 2026 AFC Women's Asian Cup drive Australia’s visitor economy

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Australia generated nearly $22.6 billion in tourism revenue in 2023 from various sporting events.

During international tournaments such as the 2026 AFC Women's Asian Cup, demand for food services rises significantly to cater to thousands of spectators, athletes, and visitors from different countries.

Head Chef Adam Sullivan (3rd from left) leads a team of 25 chefs preparing and catering food requirements for the matches of the 2026 AFC Women's Asian Cup held at Cbus Super Stadium in the Gold Coast. Credit: SBS Filipino

We have a core team that we rely on and we use a casual pool, about 300 - 350 casuals [staff] that the stadium uses in retail and corporate on a game day. In our kitchen we have about 25 chefs.

Adam Sullivan, Head Chef, Cbus Stadium Gold Coast

Gold Coast Cbus Stadium Head Chef Adam Sullivan highlights how the venue’s multicultural team of chefs plays a key role in meeting the diverse dietary and cultural food requirements across the wide range of events they cater for. Credit: SBS Filipino

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