Wall to Wall Festival - Proven Economic Impact

Independent economic analysis has demonstrated that Wall to Wall Festival delivers measurable, long-term economic benefits for host communities.

According to an Economic Impact Statement prepared for Benalla Rural City Council (home of the first Wall to Wall), the Wall to Wall Festival generated significant visitor spending during the festival period and continued to drive tourism well beyond the event itself.

Visitor Numbers & Reach

5,800+ visitors attended Wall to Wall Festival in Benalla in 2017 across the three-day event.

  • This equated to over 40% of Benalla’s total population, highlighting the festival’s draw as a regional destination

  • 85% of visitors indicated they travelled to Benalla specifically to see the street art during the festival period

Street art visitation continued year-round, not just during the festival weekend

Direct & Ongoing Economic Impact

The report found that Wall to Wall Festival delivered:

  • $298,700 in direct visitor spending during the three-day festival

  • $418,232 total economic impact during the festival period, once flow-on effects were applied

  • $1.538 million in direct spending in the four months following the festival

  • $4.229 million in projected direct spending over the following 11 months

  • $6.338 million total annual economic impact, combining festival and post-festival visitation

This demonstrates that Wall to Wall functions not as a short-term event, but as a long-lasting tourism asset that continues to generate economic return long after the paint dries.

Overnight Stays & Visitor Behaviour

31% of festival visitors stayed overnight in Benalla

  • Overnight visitors stayed an average of two nights, directly benefiting accommodation providers

  • Post-festival visitation also generated overnight stays, reinforcing the murals as an ongoing drawcard

Audience Satisfaction

  • Visitors who travelled specifically for the street art reported an average enjoyment score of 9.1 out of 10 during the festival

  • Post-festival visitors reported similarly high satisfaction levels, confirming the long-term appeal of the artworks

Cultural Infrastructure That Delivers

The Benalla findings helped establish Wall to Wall Festival as a best-practice model for public art-led tourism, proving that permanent murals can:

  • Drive repeat visitation

  • Extend visitor dwell time

  • Generate sustained economic return

  • Strengthen regional identity and pride

These outcomes, first measured in 2017, continue to underpin Wall to Wall’s expansion into new regions and precincts across Australia.