The virtual ABBA Voyage concert in London has contributed £2.06 billion (approx. USD $2.74 billion) in turnover to the UK economy since opening three years ago.
That’s according to an impact analysis released Tuesday (December 9) by the show’s operators. The report was compiled by Sound Diplomacy, a consultancy that analyzes music and creative economy impacts.
ABBA Voyage, which features virtual versions of ABBA performing in a purpose-built 3,000-capacity arena at Queen Elizabeth Olympic Park, added £1.14 billion ($1.5bn) in gross value added to the economy between May 2022 and May 2025, according to the report.
In 2025 alone, the concert experience added £660 million ($878m) in UK turnover compared with £1.40 billion ($1.86bn) in the first two years combined. Local-area turnover climbed by £126.6 million ($168m) in year three.
ABBA Voyage CEO Craig Hartenstine said: “As I begin my second year as Group CEO for ABBA Voyage, I’m thrilled that the report shows just how much the concert is making a difference, not only economically, with over £1.5 billion ($2bn) contributed to London and more than £2 billion across the UK, but also socially, through education and community programs that are having a real, lasting impact.”
The report has found that the concert drew more than three million visitors since its debut, with 18% traveling from outside the UK.
“As I begin my second year as Group CEO for ABBA Voyage, I’m thrilled that the report shows just how much the concert is making a difference.”
Craig Hartenstine, ABBA Voyage
Each £1 ($1.33) of the show’s revenue generated £5.70 ($7.58) in turnover, exceeding national figures for accommodation, food service, construction and other creative industries, according to the report.
London took in the bulk of the economic activity, with £1.51 billion ($2bn) in turnover and £833.1 million ($1.1m) in GVA flowing to the capital. Concert attendees spent an average of £224.10 ($298) per day in London beyond their ticket costs. The multiplier effect in the city stood at £4.17 ($5.55) for every £1 of revenue.
The boroughs of Newham, Hackney, Tower Hamlets and Waltham Forest, which are closest to the arena location in Pudding Mill Lane, accounted for 19% of the UK-wide turnover, or £388.7 million ($517m), with £210.7 million ($280m) in GVA. Attendees spent £125.70 ($167.20) daily in the local area on average, totaling £348.5 million ($463.5m) over the three-year period.
Meanwhile, international visitors contributed £106.3 million ($141m) to local spending, while UK residents from outside London added £216.1 million ($287.5m). The accommodation sector received £86 million ($114m), restaurants and bars took in £80.4 million ($107m), and London transportation collected £54.2 million ($72m). Notably, 88.6% of spending occurred outside the arena itself.
The show created 9,739 jobs annually across the UK, including arena staff and workers in hospitality, retail and other sectors that benefit from visitor spending. The local area alone saw support for an average of 2,595 jobs.
Beyond economic metrics, the report estimated ABBA Voyage generated £70.4 million ($94m) in social value since opening. Visitors reported improved wellbeing, reduced stress and stronger social connections after attending. Concert-related wellbeing benefits accounted for £65.5 million ($87m) of that total.
Employees gained £1.5 million ($2m) in social value through employment practices, while local and international charities benefited from £1.7 million ($2.3m). The local community received £1 million ($1.3m) in value through improvements including enhanced security.
“Our commitment to thoughtful, community-focused planning, from educational partnerships to local engagement, has resulted in year-on-year growth in social value since opening.”
Svana Gisla and Ludvig Andersson, ABBA Voyage
Out-of-town and international visitors accounted for £52.4 million ($70m) of the social value, with £4.9 million ($6.5m) stemming from the show’s community programs.
The report said ABBA Voyage earned Greener Arena certification from sustainability consultancy A Greener Future in 2024 after a six-month review. The venue uses electricity from renewable sources and maintains “Improvers” status, indicating ongoing progress in reducing environmental impacts.
The concert, which runs until at least June 2026, was created with ABBA members Agnetha Fältskog, Björn Ulvaeus, Benny Andersson and Frida Lyngstad. The show is directed by Baillie Walsh and produced by Svana Gisla and Ludvig Andersson.
Goldonder AB, a company founded by Conni Jonsson, Ulvaeus and Andersson, owns the production, with London operations handled by subsidiary Aniara Ltd.
In September, Aniara reported a 0.6% year-over-year increase in turnover in 2024, to £104.34 million, according to a filing with the UK’s Companies House. That amounts to $112.9 million at the average exchange rate for 2024.
Most of that came from sales to the ABBA Voyage show, which had 374 performances in 2024, the same number as the previous year.
Producers Gisla and Andersson said: “We’re genuinely humbled to see something we created grow into such a meaningful force for good, not only for London and our local communities in Newham, and surrounding areas such as Hackney, Tower Hamlets and Waltham Forest, but for the wider UK. London has always been our home, and we’re proud to contribute to the city that inspires us.”
“We’re especially grateful for the social impact ABBA Voyage has helped generate. Our commitment to thoughtful, community-focused planning, from educational partnerships to local engagement, has resulted in year-on-year growth in social value since opening. And we’re excited to see that impact continue to build in the future.”
“ABBA Voyage has been an absolute sensation, redefining the possibilities of a music concert and delivering a tremendous boost to our economy.”
Sadiq Khan, London Mayor
London Mayor Sadiq Khan added: “ABBA Voyage has been an absolute sensation, redefining the possibilities of a music concert and delivering a tremendous boost to our economy. Since it opened three years ago, it has drawn visitors from around the globe, filled restaurants and hotels, and given concertgoers an unforgettable night out.”
“It has once again shown why London is the music capital of the world, as we continue to build a better London for everyone.”
The strong performance of the ABBA Voyage concert series was also driven by renewed appetite for the band’s songs. In July, ABBA’s 1979 disco track Gimme! Gimme! Gimme! (A Man After Midnight) crossed 1 billion streams on Spotify, marking the Swedish pop group’s second entry into Spotify’s Billions Club, following Dancing Queen in July 2023.
Spotify attributed the milestone to Gen Z listeners — typically those born between 1997 and 2012 — which accounted for half of the 11 million ABBA discoveries across all age groups on Spotify this year.
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