- The Sydney Dog and Cat Lovers Festivals, held at Sydney Showground on 22–23 August, attracted 26,409 unique visitors and generated an estimated $3.2 million in spending, with the Dog Lovers Festival attendance up 17% and Cat Lovers Festival up 7% year on year.
- Post-Festival research found 73% of visitors attended primarily to purchase products and services, 85% purchased from an exhibitor, and 10% spent more than $500, demonstrating strong commercial outcomes for exhibitors.
- Organisers Pet Projects International deliberately repositioned the Festivals as shopping and discovery destinations, with exhibitors offering Festival-only deals, new product launches, live demonstrations, and home delivery for larger purchases.
- PPI Founder and CEO Jason Humphris argued that as digital technology and AI accelerate online commerce, authentic face-to-face experiences centred on shared passions will become increasingly valuable for both consumers and brands.
- Sydney Showground and PPI have maintained a close partnership since 2018, with both parties crediting collaborative venue planning — including dedicated animal welfare, rest, and safety facilities for over 1,000 animals — as central to the Festivals' continued growth.
Last month the Sydney Dog and Cat Lovers Festivals highlighted the power of venue and organiser collaboration to deliver compelling live experiences in an increasingly digital world.
As digital media, ecommerce and artificial intelligence transform how consumers discover, connect and shop, the success of these two major events at Sydney Showground has provided a timely reminder of the enduring value of face-to-face experiences.
The Sydney Dog and Cat Lovers Festivals, owned and organised by Pet Projects International Pty Ltd (PPI), were held at Sydney Showground on 22 and 23 August, attracting 26,409 unique visitors and generating an estimated $3.2 million in spending across the expo floor.
A single ticket provided access to both events, with more than half of all visitors experiencing both Festivals. The Dog Lovers Festival recorded 22,661 Festival visits, up 17% year on year, while the Cat Lovers Festival recorded 18,091 visits, up 7%.
Darryl Jeffrey, General Manager Sydney Showground, said the results reflected the continued strength of live consumer exhibitions and the value they deliver for both organisers and exhibitors.
“We continue to see strong demand for consumer exhibitions at Sydney Showground, and these results are another great example of why the format remains so relevant. People still want to come together, experience products first-hand and engage directly with brands.
When you combine growing attendance with the level of purchasing we saw across the weekend, it demonstrates the commercial value these events can deliver for exhibitors as well as the experience they provide for visitors. We’re proud to partner with Pet Projects International and to see the Dog and Cat Lovers Festivals continue to grow at Sydney Showground.”
Live experiences delivering real commercial results
PPI deliberately evolved its communications and event strategy in 2026, positioning the Festivals not only as major entertainment and educational experiences, but as the ultimate destinations to shop, discover and learn about products and services for their pets.
Exhibitors embraced the strategy, with most providing Festival-only offers, new product launches, live demonstrations and expert advice, while larger products could be ordered onsite and delivered directly to customers’ homes the next day.
The strategy translated into strong commercial results, particularly at a time when consumers are becoming increasingly selective about where they spend their money. Post-Festival research found 73% of visitors attended primarily to purchase products and services, while 85% purchased from an exhibitor. Some 43% spent more than $100 and 10% spent more than $500, contributing to an estimated $3.2 million spent with exhibitors.
PPI Founder and CEO Jason Humphris said the results point to a growing opportunity for live events as more of everyday life moves online.
“We live in a world where almost anything can now be searched, compared or purchased from a screen, and AI is only accelerating that. But the more digital our lives become, the more I believe people will value authentic face-to-face experiences and opportunities to connect with others who share their interests and passions.
“The most successful events of the future won’t simply bring large crowds together. They’ll create highly engaged communities where buyers and sellers come together around a shared passion, combining the very best education, entertainment, discovery and shopping in an environment people genuinely want to be part of.
“You simply can’t replicate that on a screen or through a traditional marketing campaign. At a great live event, consumers can discover new brands, see, touch and compare hundreds of products, ask questions, get trusted advice and meet the people behind the businesses. At the same time, brands can listen to their customers, understand what they want and expect, launch products, build relationships and generate real sales.
“As digital technology makes transactions easier, I believe genuine human connection will become even more valuable. The events that will continue to grow and thrive are those that bring like-minded communities together around a shared passion, create memorable experiences and turn that engagement into tangible commercial results for exhibitors.”
The right venue and partnership matter
Sydney Showground has worked closely with PPI for many years to continually refine the Festivals, including comprehensive animal management, welfare and safety procedures. In 2026, more than 26,000 visitors, 800+ dogs and 250+ cats were onsite, supported by dedicated animal rest and relief facilities and carefully managed access and movement.
Humphris said the combination of the right venue and a genuine partnership had been instrumental in the Festivals’ Sydney growth.
“We moved to Sydney Showground in 2018 and haven’t looked back. We need a venue that can accommodate two very different Festivals, thousands of visitors and more than 1,000 animals safely and comfortably.
“The Showground gives us the access, parking, infrastructure and separate spaces we need, but just as importantly, we have a team that understands the complexities of these events and works alongside us to continually improve them.”
Jeffrey said the relationship demonstrated why successful venue partnerships go well beyond providing space.
“It’s about understanding the organiser’s vision and unique requirements, then working together to help bring that vision to life. The Festivals have called Sydney Showground home since 2018, and we’re incredibly proud of what our teams have built together.
“With the Festivals continuing to grow, we’re excited to see what PPI has in store for 2027 and to work alongside them on the next chapter. The results speak for themselves, and we believe the best is still to come.”
Contact details:
For further information:
Vicky De George
0405 151 485
