Does the Tour Down Under visitor experience need a refresh? The answer may lie in tennis and golf

Can a traditional sport like cycling reinvent itself and truly connect with a younger audience?

I think the answer is yes, and you’ve just got to look at tennis and golf to see why.

Once considered by some as conservative and predictable, both sports have transformed into vibrant, highly marketable experiences that resonate with new generations.

Having attended the Tour Down Under (TDU) for many years and spoken with riders who return each season, it’s clear that major professional cycling events must continue to innovate and consider how they can stay relevant in the ever-changing and competitive world of sporting entertainment.

Now, consider the Australian Open, arguably Australia’s best-run sporting event. It’s been transformed into a proper festival experience with something for all age groups and demographics. It’s become a blockbuster event as a result.

The difference to the TDU experience is striking, and it begs the question: could cycling elevate its flagship events in the same way?

Well, I know that it’s possible – just consider LIV Golf Adelaide. It has generated huge excitement, with an attached festival drawing a totally different crowd and leaving younger fans scrambling for tickets.

How did a traditionally “quiet” sport like golf achieve that level of cultural buzz?

Perhaps it is a question Events South Australia and the South Australian Government needs to seriously consider.

Repeating the same formula year after year at the TDU will not drive growth. Innovation and bold thinking are essential.

Adelaide is already an ideal host city for major sporting events, so the foundation is solid.

Where the opportunity lies is in reimagining the experience. TDU needs not only the world’s best riders but also its unique personalities, the rock stars of the peloton, riders with flair and cultural pull.

Like the Aussie Open, the event village could be transformed into a dynamic social space where fans and athletes interact more closely. Music, headline DJs, immersive entertainment, and even large-scale light installations, similar to what the Australian Open does so well, could transform the atmosphere.

At the same time, major headline influencers need to be secured, those who will capture attention, for good or bad – that’s what keeps people coming back.

The bigger question remains: can cycling become cool, culturally relevant, and aspirational in the way tennis and golf have? And can it happen at the TDU? With the right vision and a willingness to challenge tradition, there’s no reason it can’t.