NSW Australia Boosts Regional Tourism With Wollongong’s Yours & Owls Festival Growth

Written By: Binoy Mehera

Binoy Mehera

A curious mind driven by a passion for storytelling, I find inspiration in uncovering hidden perspectives, exploring diverse experiences, and shaping ideas into narratives that leave an impact. With three years of experience in journalism and content creation, I have developed a strong instinct for identifying meaningful stories, blending research with creativity, and presenting information in a way that connects with readers. My storytelling journey is guided by a fascination for culture, travel, lifestyle, and the human experiences that define our world. I aim to create narratives that not only inform but also spark curiosity, evoke emotions, and offer audiences a deeper understanding of every story.

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August 29, 2026 23:37 GMT+5:30

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The NSW Government is committed to helping regional tourism and live music by sponsoring the Yours & Owls Festival in Wollongong for a second time. It is predicted that 15,000 festival attendees will bring millions of dollars in business to the region during the October Long Weekend. The supports of this and other major events will stimulate the regional economy.

The two-day music celebration will transform Wollongong into a major entertainment destination on 3–4 October 2026, with performances planned across Flagstaff Hill and venues throughout the city. More than 80 artists will participate in the festival, including headline acts such as G Flip, Ball Park Music and PNAU, along with an Australian-exclusive appearance by bbno$.

The festival is forecast to contribute more than $4 million to Wollongong’s visitor economy, creating significant opportunities for accommodation providers, hospitality venues, restaurants, retailers and other local businesses.

Yours & Owls has grown dramatically since launching as a small community event in 2014. Over the years, it has evolved into one of Wollongong’s leading cultural events, attracting music lovers from across Australia while strengthening the city’s reputation as a regional destination for major festivals and experiences.

The NSW Government’s continued backing aims to support this growth by helping locally created events reach larger audiences and generate stronger economic outcomes for regional communities.

The festival previously received assistance through the Destination NSW-managed Regional Event Fund and is now benefiting from major event funding for the second year. Additional support is also being provided through Sound NSW’s Contemporary Music Festival Viability Fund, highlighting the government’s focus on strengthening the state’s contemporary music sector.

The investment forms part of a broader NSW strategy to develop a year-round calendar of major events that encourages domestic travel, supports regional economies and creates new opportunities for communities outside Sydney.

Wollongong has emerged as a strong example of how major events can drive tourism growth. During the 2025–26 period, the city hosted 26 major events, attracting more than 42,800 visitors and generating $41.4 million in direct economic impact.

Alongside Yours & Owls Festival, several other major events supported by Destination NSW are contributing to Wollongong’s growing tourism profile in 2026. These include the Women’s NSW Open Championship, Wings Over Shellharbour and the Rugby League World Cup.

The continued expansion of the festival highlights the increasing role of regional events in attracting visitors, extending stays and encouraging spending across local communities. Through investment in music, culture and entertainment experiences, Wollongong is strengthening its position as one of Australia’s leading regional event destinations.

Yours & Owls Festival will take place on 3 and 4 October 2026 at Flagstaff Hill and venues across Wollongong, New South Wales.

Minister for the Illawarra and South Coast and Member for Keira Ryan Park said: “Yours & Owls is a great example of what can happen when a home-grown festival is given the opportunity to grow. What started as a small community event is now attracting some of Australia’s biggest artists and thousands of visitors from across the country.

“The NSW Government is proud to be backing the festival for a second year and helping put Wollongong on the map as a destination for live music and major events.

“With more than 15,000 people expected to attend and more than $4 million forecast to flow into the local visitor economy, this is about supporting the vibrancy of our city and creating opportunities for local businesses.

Minister for Jobs and Tourism Steve Kamper said: “The NSW Government backs live music, and we back events that bring people into our regional cities and put money through the doors of local businesses.

“Yours & Owls is a great Wollongong success story. It started as a small community festival and has grown into a major event attracting thousands of music fans to the Illawarra.

“When 15,000 people come into town for a festival, they’re not just buying a ticket. They’re booking hotel rooms, grabbing dinner, heading to the pub and spending with local businesses.

“That’s why the NSW Government is backing events like Yours & Owls. They create a great weekend for music fans while supporting local jobs and businesses at the same time.

Member for Wollongong Paul Scully said: ”The Yours & Owls Festival has grown from a backyard idea into one of the best weekends on the calendar for our city, and this is something the whole community can be proud of.

“Locals know what this festival means for our city. It fills our pubs, cafes and hotels, it gives our hospitality workers a boost, and it shows off everything that makes Wollongong a great place to live and visit.

“I want to thank Adam, Ben and the Yours & Owls team for everything they do to bring this festival to life, and I encourage everyone in Wollongong to get behind it and show our visitors why this is such a special part of the world – I’ve already bought my ticket.

Member for Heathcote Maryanne Stuart said: “Yours & Owls has become one of the Illawarra’s biggest entertainment drawcards, bringing thousands of visitors into the region.

“The major event funding helps the festival keep growing while boosting the local economy through the increase in visitor spending during the festival.

“It’s a major win for the whole Illawarra community, strengthening the region’s reputation as a home for major events, and offering an opportunity for our amazing local Illawarra artists to showcase their talent.

“For local artists, Yours & Owls is a springboard to national and international stages, helping them reach new audiences and build their careers.”

Director of Yours & Owls Adam Smith said: “Yours & Owls has always been about bringing great live music to Wollongong and giving people another reason to visit our city.

“We’re incredibly grateful for the NSW Government’s continued support in helping us do that.

“This year we’re excited to bring together an incredible lineup and welcome music fans from across NSW and Australia to Wollongong for a huge weekend of live music over the October long weekend”