Gather Round delivers record return for SA economy as 2027 dates revealed

The State Government’s partnership with the AFL in Gather Round has delivered another record return for the South Australian economy, with the 2026 edition of the major event making a Total Economic Contribution of $115 million.

The record result, confirmed by an independent evaluation by IER, means Gather Round has delivered more than $400 million in economic contribution since its inception in 2023.
 
The 2027 edition of Gather Round will take place from Thursday 8 April through to Sunday 11 April, lining up with school holidays across the country.
 
From next year, the event will feature a players’ parade, giving fans from across the nation a brand new experience to come together in one place to experience and celebrate the best of what SA has to offer.
 
This year’s Gather Round was the biggest yet, with 270,018 spectators attending 9 matches at Adelaide Oval, Norwood Oval and Barossa Park from 9-12 April.
 
An estimated 37 per cent of the individuals who attended a match were from out of South Australia.
 
The IER valuation found that Gather Round created 233,643 visitor nights in South Australian hotels and other accommodation. In a major boon for regional SA, a record 58,628 of those nights were outside of Adelaide.
 
Visitors spent an average of 4.6 nights in South Australia during their visit.

The Official Adelaide Airport passenger figures show almost 200,000 people travelled through the airport in the week leading up to and including Gather Round – the largest weekly air travel crowd on record.
 
A contract extension has been secured to keep Gather Round in South Australia until at least 2029.

GATHER ROUND 2026 KEY NUMBERS

• $115 million total economic contribution
• 270,018 spectators at AFL matches
• 37% out of state visitors
• 56,586 visitors
• 233,653 visitor nights created, 58,628 outside Adelaide
• 708 FTE jobs supported in SA

Premier Peter Malinauskas said Gather Round has become the economic juggernaut of major events, delivering tens of thousands of visitors into our state, filling hotel rooms and restaurants, and supporting jobs in Adelaide and our regions.
 
“That is demonstrated by this astonishing record economic contribution of $115 million – meaning the event has now delivered more than $400 million to our economy in just four years,” he said.

“But more than that, it’s become a powerful platform for South Australia to tell its story to the rest of the nation, for local businesses to connect and find new opportunities for growth.”
 
“This is why we seized this opportunity. It is why we are pleased to have secured a long-term deal that means we can continue to grow and innovate Gather Round in the years ahead.”
 
“Having dates locked away for school holidays next year means football fans across the country can start planning their trips.”
 
AFL Chief Executive Andrew Dillon added Gather Round has become a marquee event on the AFL calendar.

“We’re pleased to confirm the dates for 2027, giving fans plenty of time to plan their trip to South Australia.”
 
“The event continues to deliver outstanding results on and off the field, attracting
hundreds of thousands of fans and generating record economic benefits for South
Australia.”
 
“We look forward to once again creating a festival of footy atmosphere across the week, including the new players’ parade, and sharing more details on the fixture and Gather Round activities in the months ahead.”
 
Little National Hotel Adelaide General Manager Malakai Yeomans said Eevents like Gather Round are a key reason DOMA chose to enter the Adelaide market.

“When DOMA looked at Adelaide, we weren’t just assessing a site on North Terrace; we were assessing a city with a demonstrated ability to attract visitors.”
 
“Gather Round generated a record $115 million in economic activity in 2026, and its extension through to 2029 provides the long-term certainty businesses need.”
 
“Major events create peak demand for hotels and, alongside a strong events calendar, give businesses the confidence to invest in new accommodation, jobs and supply chains.”
 
“That’s what creates a sustainable visitor economy – and why DOMA is investing in Adelaide.”