About ABBA Voyage
Now in its fifth year playing at the purpose-built ABBA Arena in Stratford, ABBA Voyage is a groundbreaking concert experience featuring digital avatars of the famous Swedish pop band performing their classic hits as if they were really on stage.
Blending cutting-edge technology, spectacular lighting, fantastic sound, a live band and some of ABBA's most beloved songs, the jaw-dropping show continues to delight audiences and fans of all ages.
The challenge
For the organisers, choosing London to host ABBA Voyage was an obvious choice – the Swedish band has always felt that the UK was their second home and London is a hub of creativity, so it felt like a natural fit. However, the challenge was to find the right venue.
The organisers needed an area large enough to build a purpose-built arena and they finally settled on east London near the Queen Elizabeth Olympic Park. They have worked closely with the London Legacy Development Corporation (LLDC) and neighbouring boroughs throughout their tenure.
How we helped
The ABBA Voyage team joined London & Partners at trade shows around the world that have been lucrative and a great way to spread awareness of the product – particularly for example at trade shows such as IMEX Frankfurt and IMEX America.
The outcome
visitors across the globe
international visitors
turnover to the UK economy (May 2022-May 2024)
turnover within London (May 2022-May 2024)
ABBA Voyage also won Best Individual Attraction 2024 at the UKinbound Awards for Excellence and celebrated its milestone fourth anniversary in May 2026.
Conclusion
The ABBA Voyage organisers are now looking at international territories but have always held London as their main flagship and original template for this groundbreaking experience.
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