The biggest event on Australia's country music calendar has arrived as Tamworth’s iconic Country Music Festival officially kicks off today.
Bringing in around 300,000 visitors annually, the 10-day event is the largest and longest live country music event in Australia and the southern hemisphere.
The ungated event of free and ticketed live music and performances is set to showcase a range of talent with main headliners like Suzi Quatro, Kasey Chambers, Fanny Lumsden, Travis Collins and Amber Lawrence among many others.
Running since 1973, the globally recognised celebration of music and culture is also among the top 10 country festivals in the world.
This iconic festival is responsible for putting the New South Wales (NSW) town of Tamworth on the map as Australia’s capital of the country.
Each year, the town’s CBD is filled with country music lovers from near and far enjoying a range of food stalls and markets along with a range of street performers and up to 400 buskers performing on Tamworth's "Boulevard of Dreams" in Peel Street.
Economic boost to the region
Tamworth regional council told Azzet that the Toyota Country Music festival injects approximately $141 million into the region.
“The Tamworth Region simply would not be the thriving regional hub it is without the Festival…The 10 days bring such a great atmosphere to our region,” said Mayor of Tamworth Russell Webb.
According to the council, around 35,000 people attend the festival per day and spend an average of $268 per person.
Visitor spending in pubs, clubs, restaurants, accommodation and retail generates major economic activity in the region.
The festival also creates several job opportunities for the region, especially in the local tourism and hospitality sectors.
Tamworth's the place to be this weekend
Local businesses experienced significant increases in revenue over the festival period with accommodation and dining venues reporting occupancy rates of 100%.
According to overnight visitation data and figures from the quarterly results of the National Visitor Survey from Tourism Research Australia, the Toyota Country Music Festival has an estimated economic impact of around $50 million each year on Tamworth's local economy.
This contributes to regional NSW being considered the best-performing destination in regional Australia in terms of visitors and overnight stays.
In 2024 regional NSW welcomed 64.6 million international and domestic visitors who spent over $26.2 billion in the state.
A recent government review into the NSW Visitor Economy Strategy projects tourism in regional NSW will account for 48% of the state's goal of $91 billion in annual expenditure by 2035.
Backed by an array of government and private sponsors, the festival’s partners also contribute a lot of money to the local and NSW state economies.
Toyota helps drive country music in Australia
This year Toyota Australia celebrates a major milestone with 30 years as the main and longest-running sponsor of the festival.
“Toyota and Tamworth are iconic, integral parts of the country music experience, and we’re so proud to share that status with them,” said Tamworth Regional Council.
Throughout the festival's history, Toyota has been involved in a variety of activities.
Country music’s night of nights, the Toyota Golden Guitar Awards is Australia’s longest-running music awards show, celebrating the best of the best with a red carpet, live performances and the opportunity to join over 400 previous award winners.
Toyota Star Maker is Australia’s longest-running, most prestigious country music talent search offering over $100,000 in prize pool.
“Supporting the local country music industry is integral to Toyota Australia’s commitment to fostering community and cultural development in regional areas,” a Toyota spokesperson told this masthead.
“Toyota Australia remains deeply committed to ensuring the festival’s success. Our investment is reflective of our belief in the importance of supporting the Australian country music industry and the positive impact this festival has on regional communities, emerging local up-and-coming artists, and country music fans alike.”
The partnership has also raised money for charity. Last year, visitors raised $48,000 for Toyota’s festival charity partner Lifeline New England North West.
“We have immense pride in supporting local and national charity partners, such as this year’s Sora Community Services, with nearly $500,000 raised for local charities across the years we have been partnered with the festival,” said Toyota.
A positive sign for the live music industry
The Tamworth Country Music Festival's success is a positive sign for the state's live music sector. This has suffered in recent years.
Major festival heavyweights such as Splendour in the Grass, Groovin the Moo, Falls Fest and Spilt Milk cancelled their 2024 run due to poor ticket sales and high overhead costs.
The COVID-19 pandemic, extreme weather events, regulatory changes and rising operational costs have all contributed to the issues facing the industry.
In September last year, the NSW state government announced plans to provide music festivals with two years of emergency funding. This included an initial $3 million investment.
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