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

• £2.06 billion in total UK turnover generated to date

• 19% of economic activity retained within the local area

• 9,739 annual workers supported across the UK

Cultural Tourism Impact

• Over 3.5 million visitors welcomed since opening

• 19% of audiences travelled from outside the UK

• High levels of non-ticket spending boosted London’s hospitality, retail and accommodation sectors

• Visitors spent an average of £224 per trip, supporting extended stays and wider economic benefit

Social Influence

• Fostered intergenerational engagement, from long-time ABBA listeners to first-time audiences

• Enhanced employee wellbeing and prioritised local recruitment for entry-level roles

• Demonstrated how large-scale entertainment can strengthen connection, identity and shared cultural experience

Social Value & Community Impact

• £70.4 million in measurable social value generated

• Long-term investment in education, workforce development and community engagement

• Strong emphasis on local hiring and integration into the surrounding neighbourhood

• Collaboration with local educators to develop new ideas for community support and creative learning

Sustainability & Innovation

• ABBA Arena designed using modular construction and energy-efficient technology

• 86% of visitors in London travelled by public transport, on foot or by bicycle

• 94% of staff commute to work by public transport, on foot or by bicycle

• Operates on a 100% renewable energy tariff

• ABBA Voyage provides a zero emissions shuttle between the Arena and Victoria Station.

• Demonstrates a scalable, lower-impact model for future cultural infrastructure

Wider Impact

ABBA Voyage has strengthened London’s reputation as a global music capital. Its success is helping to shape new models for immersive entertainment, combining international draw, economic impact and community benefit.

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.