Q4 2025 Visitor Economy Report: City Spending Hits Goals With High-Impact Sporting Events and Cultural Festivals

Adelaide’s events and festivals calendar continued to deliver strong economic outcomes in late 2025, with new data from the Adelaide Economic Development Agency (AEDA) highlighting the contribution of major sporting, cultural and festive activity to city spending.

From Christmas trading to international events and festivals, Q4 demonstrated the value of a busy city program enjoyed by locals and visitors alike.

End‑of‑year trading helped drive a strong finish to 2025, with December recording the highest city spending on record.

Black Friday and Christmas trading lifted demand across Adelaide’s local restaurants and shopfronts, contributing to a notable uplift in retail and hospitality activity.

Adelaide’s sports season was in full swing throughout Q4, with the NRMA Men’s Ashes Test Series delivering a significant boost to city spending. Expenditure during the Test reached $101 million, with fans filling Adelaide Oval to experience one of cricket’s most iconic rivalries.

Spending during the Ashes increased 31 per cent compared with last year, highlighting the ongoing economic impact of major international sporting events on the city economy.

Racing enthusiasts flocked to Victoria Park / Pakapakanthi in November for the bp Adelaide Grand Final, with city-wide expenditure reaching $64 million.

Major cultural festivals also contributed to strong city performance during the quarter.

Events including OzAsia Festival and the Adelaide Film Festival aligned with some of the quarter’s highest‑spending days, including a peak on 24 October, coinciding with the commencement of festival activity.

While overall visitation eased in Q4, total city expenditure reached $1.18 billion, up three per cent year‑on‑year, underscoring the strong spend intensity generated by Adelaide’s festival and events calendar.

Adelaide’s combination of sport, festivals and end‑of‑year celebrations continued to resonate with international audiences.

International visitor expenditure increased 17 per cent year‑on‑year to $53 million in Q4, accounting for 5 per cent of total city spending, with spend focused across dining, entertainment and retail.

With Q4 city spending up three per cent alongside continued growth in international expenditure and city activity, the data points to positive momentum heading into the next quarter.

Ongoing demand for major events, dining and retail experiences positions Adelaide in prime position as the city moves into the next quarter.

For a deep dive into information, download the Visitor Economy Report Q4