The big business of The Ashes

Tickets for the much-anticipated 2017 Ashes series in Australia were this week released to the Australian Cricket Family and already demand has exceeded expectations. Tickets were being snapped up within minutes of going online, and sales phone numbers to Ticketek and Ticketmaster were jammed right from off.

What’s further worth noting is that tickets haven’t even been released to the general public yet, so with demand already at sky-high levels, we can expect a huge deluge of English cricket fans (or the Barmy Army as they are more commonly known) to descend on Australia’s shores later this year.

The Ashes is always a big win for the tourism industry with hordes of visiting fans attending the five-test series and holidaying, partying and sightseeing in between matches. And big business it most certainly is – the average UK visitor spends more than $5,500 when they are in Australia, so it is easy to get a sense of how important this forthcoming Ashes series is for tourism.

But the sweet spot for the economy, and why The Ashes is a key part of the tourism industry, is that England’s travelling cricket fans are not average tourists – they stay longer and spend more than the usual visitor. In addition to the usual activities, did anyone also realise that the Barmy Army like a beer or two? Or 10?

Much is riding on the 2017–2018 Ashes series with overall honours tied at 32 each. Rivalry is always high, tensions are often fraught, competition is intense, and as such, people pay big bucks to witness what is arguably cricket’s greatest spectacle.

Adelaide is also hosting the first ever day-night Ashes Test and England have a new captain – the first ball cannot come soon enough for many cricket fans around the world, and indeed as well for many businesses in Australia who will benefit from the loud and proud, boisterous Barmy Army. Like them or not, there are many business owners who will welcome them with open arms. And rightly so. Win, lose or draw – the real winner with be the Australian tourism industry.

Tickets will be available to the general public from 8 May and can be purchased here.

Men’s 2017–2018 Ashes Series

First Test – Australia v England, Gabba – 23–27 November 2017
Second Test – Australia v England, Adelaide Oval (day-night) – 2–6 December 2017
Third Test – Australia v England, Perth (venue TBC) – 14–18 December 2017
Fourth Test – Australia v England, MCG – 26–30 December 2017
Fifth Test – Australia v England, SCG – 4–8 January 2018

One-Day International Series against England

First ODI – Australia v England, MCG – 14 January 2018
Second ODI – Australia v England, Gabba – 19 January 2018
Third ODI – Australia v England, SCG – 21 January 2018
Fourth ODI – Australia v England, Adelaide Oval – 26 January 2018
Fifth ODI – Australia v England, Perth (venue TBC) – 28 January 2018