Australia Strengthens Cultural Tourism and Live Entertainment Appeal in 2026 as How to Train Your Dragon in Concert Lands at PCEC This July: Read More

Written By: Minal Aditi Lakra

Minal Aditi Lakra

I graduated with a degree in Finance from the University of Calcutta and further strengthened my financial expertise by pursuing both the Chartered Accountancy (CA) and Certified Financial Planner (CFP) programs. Over the past decade, I have dedicated myself to building a career aligned with my long-term professional aspirations, combining analytical thinking with strategic communication. Currently, I work as a Public Relations Strategist at Travel And Tour World (TTW), a global travel media platform that connects industry leaders with travelers worldwide. My role involves translating the vision, insights, and innovations of tourism stakeholders—including governments, tourism boards, airlines, hospitality brands, and event organizers—into compelling stories that inform, inspire, and influence global travel audiences. Through strategic storytelling and media engagement, I help bridge the gap between industry leadership and evolving traveler expectations.

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July 14, 2026 7:53 PM

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Australia’s live events calendar continues to diversify beyond traditional conferences and trade exhibitions as the Perth Convention and Exhibition Centre (PCEC) prepares to host How to Train Your Dragon in Concert on 17–18 July 2026. Presented by the West Australian Symphony Orchestra (WASO), the production combines a full orchestral performance with a screening of DreamWorks Animation’s beloved film, creating an immersive entertainment experience that attracts families, film enthusiasts, music lovers and cultural travellers alike.

Although not a conventional business exhibition, the event highlights an increasingly important trend within the global meetings, incentives, conferences and exhibitions (MICE) industry: the transformation of convention centres into year-round, multi-purpose destinations capable of hosting world-class cultural productions alongside international conferences and exhibitions. This evolution allows venues such as Perth Convention and Exhibition Centre to broaden their visitor base, improve venue utilisation and strengthen the city’s appeal as a destination for both leisure and business travel.

The performances will take place in PCEC’s Riverside Theatre, where audiences will experience the Academy Award-nominated score by acclaimed composer John Powell performed live by the West Australian Symphony Orchestra under the baton of conductor Jessica Gethin. As the orchestra synchronises every musical cue with the film on the big screen, the event offers a cinematic experience that differs significantly from a traditional concert or cinema screening.

For Perth, events of this nature play a valuable role in attracting domestic visitors and encouraging interstate travel during the Australian winter season. Families planning school holiday trips, orchestral music enthusiasts and fans of the globally recognised DreamWorks franchise are expected to contribute to visitor spending across accommodation, dining, transport and local attractions throughout the city.

The event also reflects the growing versatility of Perth Convention and Exhibition Centre, Western Australia’s largest purpose-built convention and exhibition venue. Since opening in 2004, PCEC has established itself as one of Australia’s leading venues for international conferences, corporate meetings, exhibitions, entertainment productions and community events. Its flexible infrastructure enables organisers to accommodate a diverse range of experiences, reinforcing Perth’s reputation as an increasingly competitive destination within the Asia-Pacific business events market.

Unlike trade exhibitions or industry congresses, How to Train Your Dragon in Concert does not feature exhibitors, conference delegates or business speakers. Instead, its value lies in cultural tourism and destination activation. Live entertainment productions hosted within convention centres help generate visitor traffic during periods between major conferences while introducing new audiences to venues that are traditionally associated with corporate events.

For the hospitality sector, such performances can create measurable benefits despite their relatively short duration. Hotels located within Perth’s central business district often experience increased occupancy from regional visitors seeking overnight stays, while restaurants, cafés and retail businesses benefit from additional footfall before and after performances. Taxi operators, rideshare services and public transport networks similarly experience higher passenger demand around event schedules, contributing to broader economic activity across the city.

Accessibility remains one of Perth’s competitive advantages for both leisure and business visitors. Perth Convention and Exhibition Centre enjoys a central riverside location within walking distance of the city’s commercial district and is directly connected to public transport services. International visitors arriving through Perth Airport can access the venue via taxis, rideshare services, airport shuttle connections and Perth’s expanding public transport network. The proximity of premium hotels, business accommodation and waterfront dining further enhances the visitor experience.

Beyond the concert itself, travellers have an opportunity to explore many of Perth’s leading attractions. Kings Park and Botanic Garden, Elizabeth Quay, Swan River cruises, the Art Gallery of Western Australia and nearby Fremantle provide additional reasons for visitors to extend their stay. Such experiences reinforce Tourism Western Australia’s broader objective of encouraging higher visitor expenditure through longer stays and diversified travel experiences.

From an international perspective, productions such as How to Train Your Dragon in Concert demonstrate how convention centres are responding to evolving market expectations. Increasingly, delegates attending conferences seek destinations offering memorable cultural experiences beyond meeting rooms. By programming internationally recognised entertainment alongside corporate events, convention centres can enhance destination attractiveness while generating additional revenue streams throughout the year.

The collaboration between DreamWorks’ globally recognised intellectual property and one of Australia’s premier orchestras also illustrates the growing convergence of entertainment tourism and business events infrastructure. Rather than limiting their operations to exhibitions and conventions, modern venues are positioning themselves as integrated cultural hubs capable of supporting tourism growth across multiple visitor segments.

Importantly, the organisers have not published official attendance figures or delegate estimates for the July performances. Likewise, there are no exhibitors or represented countries in the conventional MICE sense, as the production is a live orchestral film concert rather than an international trade event. The official programme instead focuses on delivering a high-quality artistic performance led by conductor Jessica Gethin and performed by the West Australian Symphony Orchestra.

As destinations around the world continue investing in visitor experiences that combine culture, entertainment and high-quality infrastructure, Perth Convention and Exhibition Centre offers a compelling example of how convention venues can diversify their event portfolios. By welcoming internationally recognised productions alongside global conferences and exhibitions, the venue supports tourism growth, strengthens Perth’s visitor economy and reinforces Western Australia’s position as an attractive destination for both leisure travellers and the international meetings industry.

For travel professionals, destination marketers and event planners, How to Train Your Dragon in Concert serves as a reminder that successful convention centres are no longer defined solely by the number of conferences they host. Their ability to deliver memorable cultural experiences throughout the year is becoming equally important in attracting visitors, stimulating local businesses and enhancing the overall competitiveness of their destinations.