There was a significant increase in the number of people visiting Sydney’s CBD for this year’s Vivid festival, according to data from digital outdoor media company QMS.
Visitors to the city during the festival, which ran from May 23 to June 14, were up 22% on the weekends compared to the 2025 weekend average, including a 32% increase in the Sydney CBD and a 28% increase in The Rocks.
There was a 29% increase in weekly audiences in the Circular Quay precinct compared to the three weeks prior to Vivid, including a 77% increase on the weekends and more than 250% on weekend evenings.
QMS placed a record number of brands on its premium City of Sydney digital street furniture network in proximity to Vivid locations, including Estée Lauder, AAMI, Netflix, Westpac, NAB, Chemist Warehouse, Amazon, Blackmores, Paramount, Mazda, Amex and MYOB.
QMS general manager, City of Sydney, Olivia Gotch said Vivid attracted people from all over Australia and across the globe to celebrate creativity, innovation and technology.
“This year saw more than 30 advertisers jump at the opportunity to be among the huge influx of audiences we continue to see each year at Vivid,” Gotch said.
“Utilising Australia’s premier digital out of home network, it is inspiring to see so many of our partners harness the power of digital to showcase relevant, impactful and storytelling creative on what is the perfect canvas to impact and influence Sydney audiences at scale during another major event.”
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