Adelaide is gearing up for a city-wide takeover as AFL Gather Round (9–12 April) brings a surge of footy fans into South Australia, with Accor’s 13 hotels in Adelaide already nearing capacity over the event period.
The four-day festival of footy will see all 18 AFL teams descend on the state for Round 5, with nine matches played across Adelaide Oval, Norwood Oval and Barossa Park, transforming the city and surrounding regions into a buzzing hub of sport, travel and entertainment.
Accor, the largest hotel operator in Adelaide, is seeing another year of exceptionally strong demand across its portfolio of brands including Sofitel, Pullman, MGallery, Peppers, Novotel, Mantra, BreakFree and ibis, as fans flock from across the country to be part of the action.
Beyond filling hotels, Gather Round is driving visitors to extend their stays, with many fans travelling to regional destinations to catch games and enjoy South Australia’s world-class food and wine. Accor’s Novotel Barossa Valley Resort, for example, is at capacity across all three nights, as fans combine footy with a taste of the region.
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This year, more than half of Accor’s guests are travelling from Victoria, followed by New South Wales, Queensland and Western Australia, demonstrating the national reach of the event.
As the AFL’s Official Accommodation Partner, Accor is proud to be the preferred accommodation choice for players and fans alike.
[All.com]ALL Accor, Accor’s lifestyle loyalty program, is giving one lucky fan the chance to live the ultimate footy experience. The prize-winner will enjoy a ‘Suite AFL Weekend’ at Peppers Waymouth Hotel, with a room decked out in AFL branding and merchandise, plus tickets to some games across the weekend, for the perfect fan getaway.
Adrian Williams, Chief Operating Officer for Accor in the Pacific region, said major events like Gather Round are a key driver of tourism and economic activity.
“As lovers of footy and fans of the game ourselves, we know the AFL Gather Round is about more than just the on-field action – it creates jobs, supports local businesses and energises the city. Gather Round has become one of the most exciting weekends on the sporting calendar, and you can feel the energy from the moment you arrive in Adelaide. The city comes alive with fans, colours and club pride, and that excitement flows straight through our hotels, restaurants 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 investment in attracting strategic events to the state, because they provide such a powerful magnet for tourism.”
Across Accor’s hotels, teams are leaning into the occasion with themed activations, lively venues and tailored guest experiences designed to match the energy of the weekend.
“Our teams love being part of moments like this. There is a real sense of excitement across our properties. Whether it’s pre-game drinks, post-match celebrations or simply soaking up the atmosphere, we’re creating spaces where fans can come together and enjoy the weekend.”
With Gather Round anchoring April’s calendar alongside school holidays and leisure travel, South Australia is firmly in the spotlight as one of Australia’s most vibrant destinations.
Accor
2026-04-23 00:34:00