Sport fans have begun their takeover of Adelaide with Accor reporting its 13 hotels in the city nearing full capacity during the AFL Gather Round event.
The four-day festival will see 18 AFL teams play across nine matches at key venues in Adelaide, but visitors are exploring beyond, extending their stay and travelling to regional destinations to catch games.
As the AFL’s Official Accommodation Partner, Accor reports Novotel Barossa Valley Resort as one example that is at capacity across all three nights, as fans combine footy with a taste of the region.
This year, more than half of Accor’s guests are travelling from Victoria, followed by New South Wales, Queensland and Western Australia, demonstrating the national reach of the event.
Adrian Williams, Chief Operating Officer for Accor in the Pacific region, said major events like Gather Round are a key driver of tourism and economic activity.
“As lovers of footy and fans of the game ourselves, we know the AFL Gather Round is about more than just the on-field action – it creates jobs, supports local businesses and energises the city. Gather Round has become one of the most exciting weekends on the sporting calendar, and you can feel the energy from the moment you arrive in Adelaide. The city comes alive with fans, colours and club pride, and that excitement flows straight through our hotels, restaurants and venues.”
“South Australia is renowned for being one of the event capitals of Australia, and we thank the South Australian Government for its investment in attracting strategic events to the state, because they provide such a powerful magnet for tourism.”
Across Accor’s hotels, teams are leaning into the occasion with themed activations, lively venues and tailored guest experiences designed to match the energy of the weekend.
“Our teams love being part of moments like this. There is a real sense of excitement across our properties. Whether it’s pre-game drinks, post-match celebrations or simply soaking up the atmosphere, we’re creating spaces where fans can come together and enjoy the weekend,” Williams said.