Barmy Army turns Ashes defeat into Australian tourism win

It may have been a disappointing Ashes tour for the England cricket team but it wasn't the case for the travelling English supporters, led by the Barmy Army.  

It would be easy to imagine after watching their side lose the Ashes in 11 days, many of them would have packed up and headed home.  

You would have thought wrong.  

With over 35,000 British visitors making their way to Australia for the series, they have not only provided a boost to the atmosphere at the grounds, but to the local economy.  

The Barmy Army was founded by two friends for the 1994/95 Ashes in Australia, originally designed as an informal supporter group celebrating the English team.

It has grown to become one of the largest and most recognisable fan groups in all of global sport.

And it is a business that employs staff to deliver different touring packages, and sell merchandise.

"We have had over 3,000 clients come over here to enjoy the cricket, some have come for seven weeks and some have come for the last week … they've loved all the major cities," Barmy Army staff member Neil said.

Gary from Cornwall has been part of the travelling supporter base, and says it's been well worth it to join the tour.

"It's my first time with the Barmy Army, it's a cracking experience. You certainly learn to drink and sing with them," he said.

Despite Australia's on-field dominance, visitors continued their travels and made their presence felt across a range of businesses, from hotels and restaurants to retail and entertainment. 

Tim Harcourt, the chief economist at the University of Technology Sydney’s Centre for Sport, said many parts of the country enjoyed the benefits. 

"Many of them take camper vans and travel around Australia so I think it really helps not just the cities where the Tests are but also regional Australia," he said.   

"If you are going to go to the Test like a lot of them are, then that means there's more of a chance to help local businesses which have nothing to do with cricket whatsoever. I think the pubs are doing especially well." 

Cricket Australia had estimated losses of up to $30 million from the two-day Perth and Melbourne Tests, but it provided a unique opportunity for Australia's economy.  

"The cricket fans are spending so much money, obviously they are on holiday and adoring the cricket. I think Australia is one of our favourite destinations to come to as well," Barmy Army merchandising staff member Beccy said.  

"Regardless of what is going on in the cricket, everybody is singing, chanting and also creating new songs as we go.” 

The Boxing Day Test also helped local codes, with a contingent of the Barmy Army making their voices heard at two A-League Men fixtures and stealing the show with their trademark chants.  

It was a massive year of sport throughout Australia in 2025, and it was enjoyed and appreciated by British travellers.  

The British and Irish Lions tour saw a 72 per cent increase in UK visitors in July, and there are estimates that cricket fans have injected hundreds of millions of dollars into the Australian economy over the summer. 

It may not have gone the way the Brits would have liked with the Ashes, but there is no doubt Australia will see them again when the next major sporting event rolls around.