Sporting events driving Adelaide tourism boom

March 7, 2023

The ongoing resurgence of South Australian tourism will see Adelaide celebrate a busy April with sporting events selling out and hotel bookings hitting new highs.

As of last week the AFL confirmed this week the opening match of the inaugural AFL Gather Round - round five of the season - is now at capacity, bringing the total number of sold-out matches to four of the nine.

New tourism data also shows an all-time high in hotel forward bookings for the’ festival of footy’, with the Saturday of the AFL Gather Round hitting the best 53-day outlook for any event on record - at 80% of hotel rooms already snapped up.

It comes new ticket allocation for the nation’s first LIV Golf tournament, with hospitality experiences to LIV Golf Adelaide now on sale to deposit holders.

The announcement of LIV Golf Adelaide’s arrival on Australian shores has seen more than double the number of hotel rooms now sold for the Saturday of the tournament compared to the same time last year.

Data from hotel analytics firm STR shows:

At 53 days out, 80% of Adelaide’s 10,255 hotel rooms available are already booked out for the Saturday of the inaugural AFL Gather Round. This is the best 53-day outlook for any event on record, toppling the previous 53-day outlook record of 71% for the Saturday of the 2023 March long weekend.

At 61 days out from LIV Golf Adelaide, 55% of Adelaide hotel rooms are already booked out for the Saturday of the tournament. This is more than double the number of hotel rooms sold compared to the same time last year (at 27% in 2022).

AFL Gather Round matches ticket update:

Adelaide Crows v Carlton, Thursday 13th April at Adelaide Oval - sold out
Fremantle v Gold Coast SUNS, Friday 14th April at Norwood Oval - limited tickets still available
Richmond v Sydney Swans, Friday 14th April at Adelaide Oval - limited tickets still available
Brisbane v North Melbourne, Saturday 15th April at Adelaide Hills - sold out
Essendon v Melbourne and Port Adelaide v Western Bulldogs (doubleheader), Saturday 15th April at Adelaide Oval - sold out
GWS GIANTS v Hawthorn, Sunday 16th April at Norwood Oval - limited tickets still available
Geelong Cats v West Coast Eagles and Collingwood v St Kilda (doubleheader), Sunday 16th April at Adelaide Oval - limited tickets still available.

Commenting on the visitation surge, South Australian Minister for Tourism and Multicultural Affairs, Zoe Bettison stated “there’s been an incredible response to our state’s two new major events, with tickets selling out almost as quickly as they’re released.

“Hosting two Australian firsts - the first AFL Gather Round to ever be held and the first LIV Golf tournament to our nation’s shores - it is no wonder Adelaide hotel rooms are fast booking up.

“This is exactly why we invest in new and exciting major events, which bring tens of thousands of visitors from interstate and overseas and help drive the recovery of our state’s economy.”

Lower image credit: LIV Golf.

3rd March 2023 - AFL reveals landmark 10-year merchandise deal with Fanatics

3rd March 2023 - The 2023 Adelaide Festival opens with ticket sales at 91% box office target

13th February 2023 - Adelaide to host Tourism Australia’s signature incentive showcase Dreamtime

9th January 2023 - South Australian Tourism Commission anticipates 2023 to be the state’s biggest year yet for events

7th January 2023 - Upgraded Coopers Stadium ready for Adelaide’s 2023 FIFA Women’s World Cup fixtures

29th December 2022 - AFL’s Port Adelaide partners with Flinders University to create new education pathway

13th December 2022 - New golf championship to give fans a new way to consume golf, sport and entertainment

15th November 2022 - First Australian event of Saudi Arabian backed LIV Golf tour to tee off in Adelaide

12th November 2022 - AFL 2023 season to feature ‘magic round’ in South Australia

5th November 2022 - South Australian Tourism Award winners announced for 2022

17th September 2022 - All-female grounds team to curate Adelaide Oval’s turf for historic AFLW fixture

3rd August 2022 - South Australian Premier Peter Malinauskas overrules Adelaide City Council to allow Harvest Rock music festival to proceed

12th July 2022 - New Survey shows South Australian tourism approaching pre COVID economic recovery

28th June 2022 - Almost 40,000 attend Adelaide Cabaret Festival 2022 across six venues

13th June 2022 - Coopers Brewery to create new visitor experience in Adelaide

10th June 2022 - Adelaide Oval to get $1 million refund in state taxes

6th May 2022 - South Australian tourism businesses search for staff

1st April 2022 - Adelaide Oval’s drinking water fountains achieve impressive sustainability goals

31st December 2021 - MyVenue POS technology records 240,000 transactions at Adelaide Oval during Ashes Cricket Test

15th October 2020 - South Australian tourism industry commences recovery

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