Travelers Flock to Australian Chamber Music Festival
A Must-Do for Experience-Hungry Travellers: Australian Festival of Chamber Music
A recent report by *McKinsey & Company highlights a profound shift in global travel behaviour, with modern travellers prioritising unique, authentic experiences over traditional sightseeing. This evolution aligns seamlessly with AFCM’s offering: an annual festival that transforms northern Queensland into a vibrant hub of music, culture, and exploration.
AFCM Artistic Director Jack Liebeck said the Festival is more than just a series of concerts—it’s an invitation to connect deeply with the region, its people and each other.
“Each year, we design programs that not only celebrate extraordinary music but also invite audiences to experience the landscape, cuisine, and hospitality that make northern Queensland so special,” Liebeck said. “We also curate thought-provoking events as part of the AFCM Illuminate series because we know our patrons want immersive, stimulating experiences; they want greater engagement and interaction as opposed to passive, albeit fabulous musical moments.”
An Experience for Every Traveller According to McKinsey, travellers now segment their spending into categories that prioritise unique, authentic, and personalised experiences. AFCM’s diverse offerings cater to all five consumer segments identified in the report:
Beyond the Music Festival holiday packages make it easy for ticket holders to experience the region, while the music program extends well beyond theatres and music halls, to churches and even the region’s two most famous islands in Magnetic and Orpheus.
AFCM Executive Director, Ricardo Peach said AFCM was a standout example of how cultural events can drive tourism and economic growth while offering unforgettable experiences for travellers. “We’re proud to be part of this movement that values quality, authenticity, and genuine connection. AFCM is proof that festivals can be so much more than just events—they can be transformative experiences that leave a lasting impact.”
About AFCM
This year, from 25 July to 2 August, a total of 36 extraordinary musicians including 11 international artists, two making their Australian debut, 13 artists making their AFCM debuts and three ensembles, will travel to Townsville-Gurambilbarra for what has become one of the most famous chamber music events in the world.
Now in its 34th year, the AFCM features over 30 concerts, workshops, and special events, the festival attracts visitors from around the world for an unforgettable celebration of music and culture. It begins this year with the inaugural Long Table Lunch, before the Opening Night Concert. Concert Conversations returns, along with AFCM Illuminates, Sunset Series, the free Queens Gardens Concert, the Festival Garden program, the unique Orpheus-Goolboddi Island Concert, and the International Masterclasses Concert.
*https://www.mckinsey.com/industries/travel/our-insights/the-evolving-role-of-experiences-in-travel#msdynmkt_trackingcontext=fb12ccdd-e205-467e-b7b3-3e553d010000
Australian Festival of Chamber Music
25 July – 2 August
Tickets on sale now
www.afcm.com.au | Facebook | Instagram | Twitter | #afcm
AFCM principal partners include Queensland Government through Tourism and Events Queensland and Arts Queensland, and Townsville City Council. AFCM is supported by the Queensland Government, through Tourism and Events Queensland, and features on the It’s Live! In Queensland events calendar.