Vivid Sydney 2025 delivered a significant uplift in audience traffic across Sydney’s central precincts, with QMS reporting up to a 77% increase in weekend foot traffic at Circular Quay during the event.
The festival, which ran from 23 May to 14 June, led to a 22% increase in City of Sydney weekend visitors compared to the 2025 average. Specific precincts saw even sharper rises, with Sydney CBD up 32% and The Rocks by 28%. Circular Quay’s weekly audience climbed 29%, with weekend evening traffic more than tripling, up over 250%.
Digital outdoor media company QMS deployed a record number of advertising campaigns on its premium City of Sydney digital street furniture network during the festival. More than 30 brands participated, including Estée Lauder, Netflix, Westpac, NAB, Amazon, and Mazda.
QMS General Manager, City of Sydney, Olivia Gotch said the results reflected the ongoing strength of the event for advertisers: “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… 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.”
The 15th edition of Vivid Sydney featured a 23-day program themed “Vivid Sydney, Dream”, combining art, technology, music and culinary events across the city.
Audience data was sourced from QMS’ proprietary Q-Data platform.