The AFL Gather Round 2025 has marked a monumental success in boosting South Australia’s tourism and local business sectors by setting new records in hotel bookings and event attendance. Acting Minister for Tourism, Andrea Michaels, highlighted the profound impact of the event on Adelaide and its surrounding regions.
According to recent data from STR – a leader in hospitality data analytics – the period from Thursday to Saturday of AFL Gather Round 2025 witnessed unprecedented hotel occupancy rates in Adelaide, averaging at 93% with 10,587 rooms occupied per night and generating an average revenue of $3.7 million each night.
Compared to the previous year, these figures represent substantial increases in occupancy, room bookings, and revenue, demonstrating a significant upward trend in the event’s capacity to draw visitors.
The event drew approximately 200,000 people to and from Adelaide through the week, marking it as the busiest in its history. An impressive feat, considering the previous record was set during Gather Round 2023 with 182,000 people. The tourism surge required significant transportation adjustments, with airlines adding over 90 domestic flights to accommodate the influx of AFL fans.
Across the state, AFL matches attracted a total of 269,506 spectators, with the Footy Festival, held concurrently, drawing 118,543 attendees over four days. This festival alone saw a 17% increase in attendance from the previous year, solidifying its status as a key highlight of the event.
The introduction of the Barossa region as a new venue was particularly noteworthy. Barossa Park hosted two AFL matches and welcomed thousands of spectators. The newly completed $45.7 million precinct not only served as a venue for sports but also boosted the local economy by engaging more than 45 businesses through the Bounce Around the Barossa bus service.
Another significant success was the Norwood Food and Wine Festival, which attracted over 90,000 people. The event transformed The Parade into a lively hub of activity, offering local food, wine, and entertainment, including a performance by the ARIA Award-winning band Birds of Tokyo.
Acting Minister Michaels stated, “In South Australia, we host major events like nowhere else and many visitors here for AFL Gather Round 2025 have experienced that for themselves.”
She noted the substantial economic contribution these events make, notably benefiting small businesses and reinforcing the state’s reputation as a premier event destination.
Barossa Mayor Bim Lange expressed delight over the region’s involvement with Gather Round. “The inclusion of the Barossa in Gather Round 2025 has been a fantastic opportunity for our region,” said Lange, emphasizing the economic and cultural infusion the event brought to local communities.
Duncan Welgemoed, founder of Africola, echoed the positive sentiments stating, “This year’s Norwood Food and Wine Festival was a massive success for traders.”
Welgemoed praised the festival’s vibrant atmosphere and the celebration of local culinary arts that it promoted.
Kate Andersen, CEO of West Beach Parks, highlighted the broad-reaching benefits of such premium events, noting, “Last weekend was a clear demonstration of how major events are delivering real tourism outcomes for South Australia.”
As the statistics and testimonials demonstrate, AFL Gather Round 2025 not only smashed previous records in visitor numbers and economic impact, but also solidified its status as a cornerstone event that showcases the best of South Australia’s hospitality, culture, and community spirit.
More News
