Capitalise on increased spending in the City during the British & Irish Lions Tour
Hospitality venues are being urged to open early for breakfast on 13 July to leverage a tourism boost, as an estimated 15,000 visitors remain in the city following the British & Irish Lions clash the night before.
The influx of interstate and international fans is expected to contribute to the game’s $12.5 million economic benefit to the city.
According to the latest STR figures, about one month out from the game, hotel room bookings are sitting at 87 per cent on the night of the game on 12 July.
This is up 41 per cent at the same time last year.
Boost your business – stay open longer, serve breakfast, and tap into the $12.5M influx
With more than 52,000 fans expected to attend the match, this is your chance to capture the full spectrum of customer spending. Take advantage of increased traffic before, during and after the game by extending trading hours to meet the demands of keen punters.
Open early for breakfast to cater to the early risers and extend your hours into the evening to make the most of post-game celebrations. Whether it’s a morning crowd or late-night revellers, staying flexible with your hours ensures you’re ready to meet the demand and maximise your profits this game weekend.
A proven track record: The events fueling city spending and business growth
Major sporting events have proven to be a drawcard for city visitors, boosting economic spend and the state’s visitor economy.
Last year’s AFL Gather Round injected $60.4 million into the city economy. Weekend spending was up 29 per cent compared with the previous year. Businesses benefited from opening late with footy fans spending $22.2 million during the nights alone, up 51 per cent compared to the previous year. Sunday breakfast also attracted patrons with a recorded spend of $138,293 on Sunday morning, up 19 per cent from the previous year.
The Matildas vs China match saw city spending sitting at $16.3 million on game weekend, up seven per cent from the previous year. Fans were especially active during the evenings, with nighttime spending making up $6.2 million of that total, up 14 per cent from the previous year.
Get in on the action – register your interest for free promo support
Businesses in Adelaide (5000) and North Adelaide (5006) are invited to submit their British & Irish Lions Tour special events and offers via the Australian Tourism Data Warehouse (ATDW).
The submission offers a chance to be promoted on a dedicated webpage on AEDA's consumer channel, Experience Adelaide.
About the British and Irish Lions Tour:
The British & Irish Lions Tour will take place at the Adelaide Oval on Saturday 12 July 2025 from 7:15pm.
Find out more here.