Strong Forward Hotel Bookings in December as Major Events Fuel Adelaide Economy

The Adelaide CBD is set to experience a hotel booking bonanza later this week, with reservations tipped to hit almost 90 per cent for the Australia vs India Border-Gavaskar Trophy Test at Adelaide Oval.

Latest numbers crunched by the Adelaide Economic Development Agency (AEDA), sourced from hotel data analytics firm STR, show forward bookings on 6 December are at 92 per cent, with about 7,072 of 7,687 rooms booked.

In Short:

• December is set to be a bumper month for hotel bookings, with forward occupancy figures already outpacing last year's figures.
• The increase in bookings is a major coup for city traders who can take advantage of increased foot traffic.
• Business events are expected to play an important role in occupancy, with a number of conferences on in December.

The figures mark a strong start to December, with the city's monthly hotel occupancy average forecasted to be nearly 10 per cent higher than last year, rising from 40 per cent in 2023 to 55 per cent in 2024.

AEDA Acting General Manager Andrew White says strong booking numbers have a ripple effect on the local economy, benefiting key sectors such as retail, hospitality, and entertainment.

“Strong hotel bookings aren't just a win for the tourism industry; they have a cascading effect on Adelaide’s entire economy,” Mr White says.

"These events are pivotal to the city's economic landscape, with local businesses directly benefiting from the surge in visitor spending.

“Adelaide is also able to showcase itself on the world stage—welcoming interstate and international visitors who are discovering what this vibrant city has to offer."

Mr White says room supply across the city has increased by 4.2 per cent between October 2023 and 2024, up from 7,380 to 7,687 rooms, highlighting the demand for CBD hotel bookings.

“The surge in hotel developments such as the Adelaide Marriott Hotel, coupled with those that are in the pipeline, highlight Adelaide’s appeal which is continually growing,” Mr White says.

Forward bookings for New Year’s Eve are currently sitting at 59 per cent, or 4,535 rooms booked, in comparison to 28 per cent in 2023.

Christmas Day bookings are slightly higher this year, up from 45 per cent in 2023 to 52 per cent, or 3,997 rooms booked, in 2024.

Business events in December such as the Biennial Pacific Region Indigenous Doctors Congress (PRIDoC) 2024 and Conference of the International Environmetrics Society are also expected to bring more than 9,200 bed nights.

InterContinental Adelaide General Manager Erik Stuebe says there is solid corporate demand for hotels, which is helping the market achieve good occupancy growth year-on-year.

“With positive occupancy growth comes flow-through into the economy—hotels have always generated a strong multiplier effect with food and beverage suppliers, transport companies, touring companies, theatre and other arts events, and retail,” Mr Stuebe says.

“Typically, in December, in Adelaide we see the return of many Adelaideans to their home city for Christmas which helps occupancies as well.”

Tourism Minister Zoe Bettison says South Australia is a world-class destination for all events, with Adelaide always ready to get a bigger slice of the tourism pie.

“We know the importance of events, they give visitors a reason to book a trip to South Australia ‘right now’ and they boost our state’s hospitality sector from hotels to bars, restaurants and cafes,” Ms Bettison says.

“I have no doubt the thousands of visitors who visit our city through-out the year have gone on to be advocates for our state, helping to add South Australia to the bucket lists of many potential travellers.

“We’re doing everything we can to continue to grow tourism in our state.”