Events: The surprise secret to boosting community wellbeing

While chilly winter days might tempt people to stay in, new research out of South Australia suggests that heading out to local events could be just what the doctor ordered for our collective wellbeing.

A study by tourism and event management experts at the University of South Australia (UniSA) and Flinders University has found that regularly attending in-person events, think festivals, farmers markets, exhibitions, and sporting fixtures, can deliver a significant boost to positive emotions and overall mental health.

Surveying more than 350 South Australians, the researchers discovered that people who frequently attend real-world events report higher levels of joy, happiness and excitement, along with a stronger sense of being “in the moment”.

UniSA Associate Professor Sunny Son, one of the study’s authors, says the findings back up what many operators already know instinctively: events bring people together in ways that lift communities.

““Our study took a holistic approach by looking at the relationships between attending events and wellbeing. We found evidence that attending events can meaningfully improve individuals’ wellbeing, encouraging communities to leverage events to improve general well-being,”

While virtual events, such as live streamed concerts, can contribute to a sense of personal achievement, the study found they don’t deliver the same wellbeing benefits as face-to-face gatherings.

For accommodation operators, event organisers and tourism stakeholders, the research reinforces the value of supporting local and regional events year-round. From boosting shoulder-season occupancy to supporting mental health in local communities, the benefits are multifaceted.

Flinders University’s Dr Eliza Kitchen says the findings have practical implications for businesses too, with in-person events offering unique opportunities for staff wellbeing.

“Organisations can incorporate events into employee reward programs or offer free event tickets to boost morale and engagement,” Dr Kitchen says. “It’s a strategy that not only enhances satisfaction but can foster a more connected and productive workforce.”

The research also highlights how schools, universities and local councils can tap into the power of events to support students and residents alike, encouraging more connection and community spirit.

Ultimately, the message is clear: events are far more than an economic driver: they’re a ticket to happier, healthier communities.

Read the research: Son, Sunny, Eliza Kitchen and Julia Jones, ‘The Value of Events for Personal Well-Being: A PERMA Perspective’ [2025] International Journal of Tourism Research.