strategy

Sound Diplomacy was commissioned to conduct a comprehensive impact assessment of all of ABBA Voyage’s activities and one-off impact of construction. Focusing on three geographic areas: the local area (London boroughs of Newham, Hackney, Tower Hamlets, and Waltham Forest); London as a whole; and the UK, the evaluation looked at the impact since May 2022 on audiences, workers, and economies.  Our approach included:

• Economic Impact Analysis
  Examining direct, indirect and induced contributions, including job creation, venue operations, ticket sales, spending patterns inside and outside of the Arena (including on transport, other attractions, retail, merchandise, etc.) and local business activity.
  

• Social Value Assessment
  Exploring how ABBA Voyage contributes to employment, skills, health, and community engagement.

• Sustainability & Environmental Considerations
  Evaluating the venue’s carbon footprint, energy efficiency measures, and long-term sustainability efforts since May 2023.

Findings & outcomes

ABBA Voyage has delivered significant economic and cultural benefits since opening, welcoming over two million visitors at the time of the report, and making a lasting impact on the local, London and UK economy: 

• Economic Growth:

• Generated £1.4 billion in turnover in the UK within its first two years. 

• Generated £573.8 million in GVA in London

• Supported an average of 2,805 annual workers in the local area

• Boosted local hospitality and retail sectors, with increased foot traffic to nearby businesses and an average daily spend by visitors of £115 in the local area

• Cultural Tourism Impact:

• Attracted an estimated 20% of its audience from overseas, contributing to London’s status as a global cultural hub.

• Drove extended stays in the city, with visitors spending an average of £220 per visit on accommodation, transportation, shopping, dining, and entertainment.

• Social Influence:

• Introduced a new model for legacy artist performances, blending nostalgia with state-of-the-art digital experiences.

• Enhances employee wellbeing and prioritises hiring local workers for entry-level positions

• Fostered intergenerational engagement, with fans ranging from original ABBA listeners to younger audiences experiencing the group for the first time.

• Concerts generated £43.3 million of social value.

• Sustainability & Innovation:

• The ABBA Arena in London’s Queen Elizabeth Olympic Park was designed with sustainable infrastructure, utilizing modular construction and energy-efficient technology.

• Within London, 85% of visitors travelled via public transport, foot or bicycle.

• ABBA Voyage drove social innovation by working with local educators  to develop new ideas for supporting the local community

• ABBA Arena uses a 100% renewable energy tariff, helping reduce the impact of electricity consumption.

Wider Impact

The analysis also sheds light on the concert’s wide appeal, drawing numerous visitors from outside London. Nearly half of the non-ticket spending came from UK residents outside London, and over 40% from international visitors.

Svana Gisla and Ludvig Andersson, Producers for ABBA Voyage expressed pride in the concert’s economic contribution and lasting impact, whilst London’s Mayor, Sadiq Khan, praised ABBA Voyage as a testament to London’s status as a global music capital and a key driver in its post-pandemic recovery.

By blending ABBA’s enduring legacy with pioneering technology, ABBA Voyage has set a new benchmark for immersive entertainment, inspiring future music, culture, and tourism initiatives worldwide.