Debbie Howlett, a 59-year-old retired project manager from Norwich, has attended the ABBA Voyage experience at Queen Elizabeth Olympic Park in East London ten times, spending an estimated £20,000 on tickets, merchandise, and memorabilia over her lifetime. She describes one particular moment—the opening night in 2022—as an experience she will never forget.
A lifelong devotion begins in childhood
Debbie's passion for ABBA began in childhood, watching them on Top of the Pops. She joined the official fan club at age seven. In 1979, her father, Alan Howlett, took her to Wembley Arena on November 8 for what turned out to be ABBA's final UK concert performances. Debbie's mother wrote a note to the school to excuse her for the day.
“It was the first proper concert that I'd been to, but we had really good seats and it was just full of really nice people. Everyone was dancing and the show itself was flawless. It was just such a happy memory,” Debbie told PA Real Life.
The unforgettable opening night of ABBA Voyage
Through her fan club membership, Debbie secured tickets for the opening night of ABBA Voyage on May 26, 2022. She was “treated like a VIP” with complimentary drinks and catering. At the red carpet launch, all four band members—Agnetha Faltskog, Bjorn Ulvaeus, Benny Andersson, and Anni-Frid “Frida” Lyngstad—reunited in a rare public appearance.
Positioned near the front of the venue, Debbie recalled the “whole roof lifted in the arena” when the real band emerged on stage, creating a “wave of emotion” she will “never forget”. She has returned to the virtual avatar performance nine times since, carrying her 1979 concert tickets with her in case ABBA might be present to autograph them.
ABBA as a constant through life's milestones
Debbie's devotion has been woven into key life events. At her 2008 civil partnership ceremony to wife Julie Cook, a bagpipe player performed ABBA's 1976 song “Arrival” as they entered the venue. At the reception, they hired an ABBA tribute act, and Debbie danced “all night”.
“Sometimes people don't feel they can dance at weddings, but as soon as (the tribute band) played Dancing Queen, everyone was up on the dancefloor. It was actually just two girls dressed as (Agnetha and Frida) so they got two of our guests to dress up as (Bjorn and Benny) and gave them fake instruments to play – so that was brilliant,” she said.
After her father Alan passed away at age 93 in April this year, Debbie chose to play ABBA at his funeral. They played “The Way Old Friends Do” at the start, “Eagle” during the photo montage, and “When All Is Said And Done” as the final song. Alan had shared her passion for the band, even setting a photo of Agnetha as his phone wallpaper after seeing Debbie's pictures from the Voyage opening night.
Financial and emotional investment
Across more than five decades of fandom, Debbie estimates she has spent up to £20,000 on experiences and memorabilia, including a signed scarf she wears to concerts. She has been moved to tears on nearly every visit to ABBA Voyage.
Debbie is planning to return at the end of September and again in March next year to mark her 60th birthday, with a trip to the ABBA museum in Stockholm also on her wish list. “ABBA has been consistent throughout my life... I listen to their music to cheer myself up and it just creates happiness. I just want to say a big thank you for what they've brought into my life,” she said.
ABBA Voyage has opened bookings through to May 2027 at London's ABBA Arena.
