ABBA Voyage: A £1.4 billion boost to the UK economy
Sound Diplomacy is proud to share the findings of our economic impact assessment of ABBA Voyage, the groundbreaking virtual concert experience that has transformed London’s cultural landscape while delivering extraordinary economic benefits.
Since its launch in May 2022, ABBA Voyage has:
Generated £1.4 billion in turnover
Contributed £775 million in gross value added (GVA) to the UK economy.
The purpose-built ABBA Arena has become a major draw for international visitors, cementing its place as a landmark destination and cultural phenomenon.
Local impact, global draw
ABBA Voyage has achieved a remarkable milestone, with nearly three million tickets sold in just over two years. International visitors accounted for 31% of attendee spending in the local area, with an average daily spend of £115 per visitor, including on hotels, food, and transport. Among international visitors, 90% traveled specifically to see ABBA Voyage, integrating the concert into extended holidays across the UK.
Executive Producer Michael Bolingbroke remarked, “We know that people who live abroad are coming because of ABBA Voyage. It’s extraordinary—it’s like the Olympics or a Formula One event—it’s that big in people’s minds.”
Innovative Technology and Lasting Economic Impact
The ABBA Voyage experience combines cutting-edge motion capture technology with pre-recorded performances of the band as digital avatars, known as “ABBAtars.” Supported by a live 10-piece band, the production is a pioneering fusion of technology and live performance.
The show has also driven significant job creation, supporting over 5,000 roles across London, including direct employment at the arena and jobs generated by visitor spending in sectors like hospitality and transport.
Mayor of London Sadiq Khan hailed ABBA Voyage as a “phenomenal success story for London” and a testament to the city’s standing as a global music capital. Lyn Garner, Chief Executive of the London Legacy Development Corporation, highlighted the show’s role in revitalizing the Queen Elizabeth Olympic Park area, calling it a “vibrant and successful addition.”
A sustainable cultural investment
ABBA Voyage’s purpose-built arena, which seats 3,000 people, was designed to be portable and could be relocated once the London residency concludes. The project represents an initial investment of £140 million, with its success already reshaping how music and culture drive economic growth.
As Bolingbroke noted, “ABBA Voyage will certainly run for another couple of years and hopefully longer. In an ideal world, we’d stay forever.”
ABBA Voyage has proven that innovative cultural projects can deliver lasting economic and social impact. With its unique fusion of music, technology, and tourism, it continues to set the benchmark for how culture can drive growth and enrich communities.
