AFL's Gather Round makes growing economic contribution to South Australia

AFL’s Gather Round makes growing economic contribution to South Australia

July 3, 2024

Newly released figures show that April’s second AFL Gather Round delivered more than 190,000 visitor nights while contributing more than $91 million to South Australia’s economy.

With a total of 265,011 fans attending the sold out four-day sporting festival from 4th to 7th April, independent analysis undertaken for the AFL by IER showed that the event attracted 45,847 visitors to South Australia while supporting 655 full-time equivalent jobs.

The research found that around 93% of these visitors spent at least one night in South Australia, with interstate visitors spending on average 4.5 nights in South Australia with IER’s analysis showing that of the 191,669 visitor nights created, 52,026 were outside of the city.

According to independent analysis undertaken for the AFL by IER, the economic contribution of $91.6 million is a 10% increase on the inaugural Gather Round in 2023, while the total number of visitor nights increased by 40,209.

Source: IER.

Commenting on the findings, South Australian Premier, Peter Malinauskas stated “we know that Gather Round was an extraordinary success in 2024, and built on the strong foundations we set with the inaugural event in 2023.

“A $91.6 million economic contribution is a significant return, as are the almost 200,000 visitor nights.

“That represents tens of thousands of interstate visitors filling our hotels, and spending money in our cafes and bars.”

Gather Round 2025
Announcing the third edition of Gather Round, the AFL has stated that at least one game will be held in the Barossa Valley - at the Lyndoch Recreation Park - next year.

Scheduled to run from Thursday 10th to Sunday 13th April - coinciding with school holidays in South Australia, Victoria, Western Australia, NSW and Queensland - the event will precede the traditional Easter round of AFL matches that will take place over the long weekend from 18th to 21st April.

AFL Chief Executive, Andrew Dillon stated “the timing of the 2025 event and the April school holidays will give fans and families the best opportunity to visit South Australia. This strategy has proven effective over the first two years, especially with interstate visitors making up 33 percent of match attendees.”

Virgin Australia, the AFL’s official airline, will provide additional flights to Adelaide for the Gather Round weekend.

Image: Magic Round 2023 at Mt Barker.

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