Case Study:
Melbourne Cup Carnival

Attendee Research and Audience Profiling, Economic Impact Study

The Melbourne Cup Carnival, held at Flemington Racecourse, is globally recognised as one of the world’s premier sporting, fashion and entertainment events, featuring 8 Group 1 races and boasting more than $30 million in prizemoney. The highlight of the carnival is the $8.56 million Group 1 Lexus Melbourne Cup, first run in 1861, attracting horses, trainers and jockeys from around the world all competing for the famous Melbourne Cup. A key highlight of the Australian racing calendar, the Melbourne Cup Carnival attracts local and international attendees to experience Cup Week’s unique combination of world class racing, fashion, entertainment, and hospitality.

Since 2006, IER has supported the Victoria Racing Club through conducting studies on the economic and tourism impacts of the Melbourne Cup Carnival to evaluate its contribution to the Victorian economy. These studies include benchmarking data to understand out-of-state visitation, overnight stays, retail impacts, direct and in-scope expenditures, and the overall economic stimulus generated.

Beyond economic and tourism impacts, attendee research also assesses the attitudes and behaviours of on-course patrons, capturing the diverse experiences of attendees, including industry participants, general admission ticket holders, VRC Members, as well as premium hospitality and dining experiences.

In 2024, the Melbourne Cup Carnival attracted 285,675 attendees, and over the last decade has generated an impressive $3.91 billion in gross economic benefit for the Victorian economy. The research has revealed that, as a flagship event for the state, the Melbourne Cup Carnival has drawn over half a million interstate and international visitors to Victoria in the past decade, despite several years of travel restrictions.