The Ashes are delivering a major uplift for the hospitality industry, with tens of thousands of UK cricket fans descending on Australia.

The first test just wrapped up in Perth, with Perth Stadium recording its biggest ever total crowd of 101,514 over the two days.

Next up, the second test will be played at The Gabba in Brisbane from 4-8 December 2025, followed by the third test at Adelaide Oval from 17-21 December 2025, the fourth test in Melbourne from 26-30 December 2025 and the fifth test from 4-8 January 2026 in Sydney at the SCG.

The UK is Australia’s fourth largest market in terms of visitor arrivals. Visitors from the UK contributed more than $5 billion to our economy in the 12 months to June 2025.

NAB Executive Business Metro & Specialised Julie Rynski said: “From cafes and pubs to hotels and retailers, big ticket events like the Ashes create real opportunities for small businesses to grow, give staff extra shifts, and head into the new year with confidence.”

The Australian Hotels Association (WA) said Perth hotel occupancy was almost at capacity for the first test, with strong trading across hospitality venues.

AHA(WA) CEO Bradley Woods said that Perth hotels forward bookings were at an exceptional 96-98% across the main match days, based on accommodation occupancy data commissioned by the AHA(WA) with the CoStar Group.

“The Ashes is translating into real economic impact for WA, with visitor spend flowing from the CBD to coastal precincts and regional day-trip destinations. There’s a festival atmosphere right across the city,” said Woods.

“This surge of visitors will deliver a major economic boost, with restaurants, pubs and bars scaling up staffing and resources and expecting strong trade across the weekend with the Ashes and West Fest activations.

“Hotels and venues have boosted rosters, extended trading where appropriate, and coordinated transport and security planning to ensure a seamless visitor experience.”

He said the weekend was a showcase of WA hospitality at scale, thousands of additional shifts and a strong pipeline of casual employment.

“Based on comparable events, we anticipate tens of millions of dollars in visitor expenditure across accommodation, food and beverage,” he said.

“Early indicators show strong restaurant and bar turnover, with elevated spend per head compared to a standard summer weekend.”

The AHA(WA) said that major events, such as The Ashes, provide immediate economic benefits as well as showcasing Perth to international and interstate visitors who often return for future holidays.

“We’re seeing the Barmy Army [a group of British cricket fans renowned for supporting the English cricket team in both domestic and international matches] and east coast fans heading west, many extending their stay to explore Perth and surrounds. Visitors are adding a day or two to their trips, and places like the Swan Valley, Rottnest, Fremantle and beyond are all seeing an uplift in bookings,” said Woods.

“This international cricket match is a clear example of how major events fill our hotels and drive significant spending through WA’s hospitality industry. It’s a great opportunity to put our best foot forward and show how Perth thrives when major events are in town.”

Merv shouts Barmy Army a beer

Victoria Bitter has printed its laws of cricket on cans this summer to “remind the Poms about the basics of the game and save them from more embarrassing blunders”.

VB’s Laws of Cricket Cans have been produced following the last test series when England forgot that batsmen who leave their crease can be stumped. The cans are available in Liquorland stores across Australia.

Australian cricketing great and renowned sledger Merv Hughes launched the cans last month and led a cricketing course for the Barmy Army at Burnley Backyard in Melbourne, while shouting them a few too.

Merv said: “We can’t have a repeat of the Lords’ test, when the controversy got so bad the English threatened to abandon the traditional post-match beer and some MCC members lost all self-control in the Long Room.

“So I was honoured to meet the Barmy Army today and talk them through some of the game’s finer points over an ice-cold VB.

“I firmly believe these VB cans will help cure the Poms of their forgetful ways while giving the Aussies something to toast with when they retain the Urn this summer.

“But in all seriousness, the Barmy Army have taken it all in good spirits and I reckon the cans will be a hit with the English too!”

Victoria Bitter Marketing Manager Tessa Whittaker said: “VB and Merv are both Aussie icons so we can’t think of a better partnership to school the English at their own game. We expect both sides will have a hard earned thirst at the conclusion of this series, and what better way to commemorate it than with a unique redesign of the big, cold beer!”

McGuigan scores with cricket partnership

As The Ashes light up Australia’s summer, McGuigan Wines – Official Wine Partner of Cricket Australia – is taking its partnership from the cellar door to the grandstand.

To celebrate its first Ashes series with Cricket Australia, the brand has launched a nationwide consumer dream job activation inviting one cricket and wine lover to become the “Official Ashes Vibe Master” – a once-in-a-lifetime role paying $2000 to attend both the Boxing Day and New Year’s Tests and decide which city pours the bigger atmosphere.

McGuigan Wines Senior Brand Manager Alyssa Kane said: “As partners of Cricket Australia, we’re not just celebrating the Ashes; we’re celebrating the Aussie fan.

“From the limited-edition Black Label Red to the fan zones at the Tests, this is our way of saying: bring your voice, your team colours, your city pride, and we’ll bring the drop.”

To celebrate McGuigan’s first Ashes series as Official Wine Partner of Cricket Australia, McGuigan is also running Fan Zone activations and has released limited-edition Black Label Red featuring a co-branded Cricket Australia design, available nationally throughout the series.

“As partners of Cricket Australia, we’re not just celebrating the Ashes; we’re celebrating the Aussie fan,” Kane said. “From the limited-edition Black Label Red to the fan zones at the Tests, this is our way of saying: bring your voice, your team colours, your city pride, and we’ll bring the drop.”

“They say if you love your job, you’ll never work a day in your life. For this role, that might just be true. You’ll need stamina, strong opinions and sunscreen – and for once, you’re allowed to drink on the job.”

Apply here: https://mcguiganwines.com.au/ashes-vibe-master