The Tourism Industry Council South Australia (TiCSA) has welcomed the State Government’s announcement that the 2025 AFL Gather Round delivered a record-breaking $113.9 million economic contribution to South Australia, describing it as one of the most successful government-backed tourism events in recent memory.
TiCSA CEO Shaun de Bruyn said the results reflect the growing stature of Gather Round as a uniquely South Australian celebration that captivates football fans and visitors alike.
“Gather Round has been a masterstroke initiative, and this year has, in my experience, delivered the best economic outcome the tourism industry has seen from a government-initiated event,” Mr de Bruyn said.
“To see the economic benefit rise significantly on last year’s figures speaks volumes about the passion people have for this four-day celebration of football, and the enduring appeal of our state as a host of events of this kind.”
An independent evaluation confirmed the 2025 Gather Round generated a Total Economic Contribution of $113.9 million, a 24 per cent increase on 2024’s total and 36 per cent higher than the event’s inaugural year in 2023. The event attracted more than 54,000 interstate visitors, who spent an average of 4.7 nights in South Australia, resulting in over 241,000 visitor nights statewide. The Barossa region received $4.87 million in direct expenditure from fans attending matches at Barossa Park.
Mr de Bruyn said the success of the event goes beyond its economic return, building pride, energy, and a strong sense of community across Adelaide and regions.
“Gather Round has evolved into much more than a collection of footy matches, it’s a festival that brings South Australians and visitors of all football team loyalties together. It showcases our warm hospitality, supports local businesses, and demonstrates the ease of visiting South Australia,” he said.
“The inclusion of regional venues, like Barossa Park this year, spreads the benefit and encourages interstate visitors to explore beyond Adelaide. It’s great for South Australians, great for local operators, and a clear demonstration of what our state does best – taking events and making them world-class festival experiences.”
TiCSA congratulates the South Australian Government and the AFL on the continued growth and success of Gather Round and looks forward to seeing the event strengthen its place on the national sporting and tourism calendar for years to come.