- Terracotta Warriors: Legacy of the First Emperor exceeds visitation targets with 323,223 attendees
- Exhibition generated almost $200 million in economic activity for Western Australia
- More than 90,000 visitors travelled from outside Perth, contributing almost $72 million to the State’s economy
- Cook Labor Government diversifying the economy by fostering vibrant and creative communities
Terracotta Warriors: Legacy of the First Emperor has officially become the most successful exhibition in Western Australian Museum history, based on both visitation and economic impact.
Attracting a record 323,223 visitors and generating almost $200 million in economic activity, the exhibition demonstrates the WA Museum’s capacity to deliver world-class cultural experiences that drive tourism, engage large-scale audiences and deliver lasting economic benefits for the State.
Following comprehensive post-visit analysis, the WA Museum has released a report affirming the exhibition’s extraordinary economic value to Western Australia.
While a high proportion of visitors were from the greater Perth area, more than 90,000 travelled from intrastate, interstate and international locations – contributing almost $72 million to the State’s economy.
Overall, the exhibition delivered an exceptional return on investment of 10:1, creating $10 in value for every dollar invested.
Beyond its economic value to the State, the exhibition also played a powerful cultural and community role and serving as a platform for cultural connection and cohesion.
Featuring more than 225 extraordinary Chinese artefacts, along with cutting-edge technology and immersive multimedia, the exhibition achieved a 94 per cent satisfaction rating, reflecting an exceptional visitor experience.
Over eight months, the exhibition generated strong local industry outcomes, with nearly $4 million spent with local suppliers and 189 businesses engaged. It also drove more than 73,000 visitor nights attributed to exhibition-driven travel to Western Australia.
The exhibition was developed by the WA Museum in collaboration with the Shaanxi Cultural Heritage Promotion Centre and the Emperor Qinshihuang Mausoleum Museum.
As stated by Premier Roger Cook:
“My government is committed to diversifying the WA economy so it remains the strongest in the nation.
“The Terracotta Warriors exhibition shows how our creative industries make major contributions to Western Australia’s economy – creating jobs and supporting local businesses.
“Some 30 per cent of the visitors came from outside Perth, contributing nearly $72 million to our local economy.
“With a return on investment of $10 for every dollar spent, this demonstrates the value of investing in cultural tourism in Western Australia.”
As stated by Creative Industries Minister Simone McGurk:
“The exceptional performance of the Terracotta Warriors exhibition demonstrates the impact of investment in arts and culture, and how this investment can connect communities and enrich lives.
“The exhibition has further enhanced the WA Museum’s reputation as a leading international partner capable of delivering world-class experiences for audiences.
“Terracotta Warriors: Legacy of the First Emperor demonstrates how strategic investment in culture can diversify our economy, strengthen our tourism offer and deliver meaningful experiences for our community.”
