From Adelaide to Edinburgh: Promoting the Festival State in the UK

The annual migration of South Australian artists to the world’s single biggest celebration of arts and culture, the Edinburgh Fringe Festival, has begun.

Every August for three weeks, the city of Edinburgh welcomes thousands of performers from around the globe to stages across the city. And it’s no surprise that many of the visiting performers hail from Adelaide, home to the Southern Hemisphere’s largest open access arts festival, the Adelaide Fringe. In fact, one in every seven Australian shows being presented at the 2018 Edinburgh Festival Fringe is part of Arts South Australia’s Made in Adelaide program.

The Made in Adelaide initiative was introduced in 2016 to build on the already strong presence of South Australian artists, festivals, producers and presenters in Edinburgh during the Fringe. The project has helped Adelaide creatives increase their profile through networking, events and professional development support and has given audiences a taste of what Australia’s Festival City has to offer, attracting inbound cultural and business tourists. The program also plays an important role in helping to attract acts, performers, producers and programmers to the Adelaide Fringe, as well as the many other festivals that bring the city to life throughout the year.

Made in Adelaide artists travelling to Edinburgh this year include international superstar Hans, multi-award winning electronic music duo Electric Fields and this year’s South Australian Cultural Ambassador in Edinburgh, musical-comic Anya Anastasia. A number of Made in Adelaide performers also delighted arts and tourism industry guests with a pre-Edinburgh show at Australia House. Attendees were given a preview of what’s to come in Edinburgh over the festival, but more importantly, a taste of the magic, creativity and revelry that is ‘Mad March’ in Adelaide – accompanied by Alpha Box and Dice Wines, Coopers beer, Villi’s Pies and FruChocs brownies of course! Click here for some images from the event.

Underlying the world-class creative acts developed in South Australia is the importance it has in the State economy. In 2018, the Adelaide Fringe Festival alone:

  • Generated a staggering 19.3 per cent increase in visitor expenditure to $29.5 million and a record $90.6 million in gross economic expenditure for South Australia
  • Set a record for visitor spending thanks to more interstate and international festival-goers (up 8 per cent to 20,244) staying longer in Adelaide (visitor bed nights up 21.1 per cent to 97,941)
  • Box office revenue reached $16.6 million from 705,761 tickets sold (up 7 per cent) making it the highest ticket selling arts festival in Australia.

To find out more about the South Australian acts taking part in this year’s Edinburgh Fringe, click here.

To learn more about the role of the Office of the Agent General and how we can help connect you with the right people in the UK, Australia and South Australia, please get in touch.