All nine of Accor’s hotels in Adelaide CBD are at capacity for the AFL Gather Round (10–13 April), marking the Group’s strongest performance yet for the major footy event.

Accor is the largest hotel operator in Adelaide, with leading brands including Sofitel, Pullman, MGallery, Peppers, Novotel, Mantra, BreakFree and ibis. This year’s AFL Gather Round has delivered record occupancy levels for Accor’s hotels in Adelaide Centre, cementing April as one of the best-performing months ever for the Group in the city.

The bumper performance follows a string of major events that have fuelled strong tourism growth for the city and state – including Santos Tour Down Under (17–26 January) and LIV Golf Adelaide (14–16 February).

As the AFL’s official accommodation partner, ALL.com – Accor’s lifestyle loyalty program – ran a national competition offering fans the chance to win a ‘suite AFL weekend’ during Gather Round. The lucky winner will enjoy a two-night stay at Peppers Waymouth Adelaide this weekend, in a five-star suite transformed in their team’s colours – the ultimate footy fan experience.

Adrian Williams, Chief Operating Officer for Accor’s Premium, Midscale & Economy division in the Pacific, said major events continue to be one of the most powerful catalysts for tourism.

“Events like the AFL Gather Round give people a great reason to travel to Adelaide and its surrounding regions. The influx of people pouring into South Australia for events like this not only electrifies the atmosphere but also fuels the engine of our tourism industry, creating a ripple effect of opportunities and economic growth. This boost to tourism doesn't just stop at creating memories – it creates jobs, fosters prosperity and creates meaningful opportunities for our communities.”

Adelaide’s event-driven demand surge will see thousands of footy fans, visitors and media flock to the city this week.

“I’m incredibly proud of our dedicated teams who are welcoming so many guests during this busy period. They’re really embracing the excitement of event, with creative hotel activations that add to the electric atmosphere currently taking over the city, making the experience even more unforgettable for our guests. We love the energy major events bring – the city comes alive, and that buzz is felt across our properties and venues.”

Adrian also acknowledged the role of government and industry collaboration in delivering major events that power South Australia’s visitor economy.

“South Australia is renowned for being one of the event capitals of Australia, and we thank the South Australian Government for its strong investment in tourism and major events across the state.”

With a packed events calendar, school holidays and growing consumer confidence, Accor anticipates continued momentum throughout the second quarter of 2025.

“This is shaping up to be a strong year for hotel performance in Adelaide. We are seeing the extraordinary power of events to drive demand and bring communities together – and that’s something worth celebrating.”

South Australian Minister for Tourism, Zoe Bettison, added: “The footy fanatics may be excited, but it is our hoteliers and hospitality owners who are the real winners this weekend. With all nine of Accor’s hotels in Adelaide CBD at capacity this weekend for Gather Round – the Group’s strongest performance in history – there is no better way to demonstrate why our Government continues to back major events for South Australia. What this translates to is not only full hotels, but an electric city atmosphere, packed restaurants, and thousands of visitors discovering why South Australia is the events destination of the nation.”