AFL Gather Round Locked In Until 2029: What It Means for Adelaide Property Owners
The recent announcement by South Australian Premier Peter Malinauskas and the AFL is significant news for property owners, confirming that Gather Round will remain in South Australia until at least 2029 under a new three-year agreement covering 2027–2029. The extension follows the success of the event since its inception in 2023, with the festival generating more than $285 million in economic impact and attracting over 132,000 interstate visitors across its first three years
For Airbnb hosts, holiday rental owners and property investors, this is much more than a sporting announcement. It provides certainty around one of the state’s biggest annual tourism events and creates a valuable opportunity to maximise occupancy and revenue for years to come.
Gather Round is Here to Stay
Since launching in 2023, Gather Round has become one of Australia’s premier sporting events. Every AFL club, thousands of interstate supporters and national media descend on Adelaide and regional South Australia for four days of football, entertainment and tourism.
The new agreement secures the event for another three years, covering:
• Gather Round 2027
• Gather Round 2028
• Gather Round 2029
The extension will also see new attractions introduced, including a CBD player parade featuring stars from all 18 AFL clubs, creating even more reasons for visitors to extend their stay and explore Adelaide.
Why This Matters for Airbnb Owners
Every year, Gather Round creates a surge in accommodation demand across:
• Adelaide CBD
• North Adelaide
• Glenelg
• Henley Beach
• Adelaide Hills
• Barossa Valley
• Western Suburbs
• Inner Eastern Suburbs
Many visitors book months in advance, with interstate supporters often staying between three and five nights. Unlike many major events that move between cities, Gather Round is now effectively locked into South Australia for the foreseeable future, providing property owners with confidence to plan pricing, upgrades and investment decisions around a recurring annual demand spike.
The Financial Opportunity
For many short-term rental owners, Gather Round now ranks alongside the following as one of the highest revenue-generating periods of the year:
• Adelaide Fringe Festival
• LIV Golf Adelaide
• WOMADelaide
• Adelaide 500
Properties located close to Adelaide Oval, the CBD and public transport corridors often experience:
• Higher occupancy rates
• Increased nightly rates
• Longer average stays
• More interstate bookings
• Greater advance booking windows
For investors, recurring major events like Gather Round help strengthen Adelaide’s appeal as a short-term accommodation market compared with many other Australian cities.
What We Expect in 2027
With the AFL and State Government committed to continuing to innovate the event, Gather Round 2027 is expected to be bigger than ever.
The addition of the new city parade and potential future event activations means more visitors, more media exposure and more reasons for guests to extend their stay.
As awareness of the event continues to grow nationally, competition for accommodation is likely to become even stronger.
Is Your Property Ready?
Many property owners miss out on the full revenue potential of major events because:
• Pricing is not adjusted early enough
• Calendars are not opened far enough in advance
• Listings are not optimised for event travellers
• Dynamic pricing is not being used effectively
• Guest communication and booking management become overwhelming
This is where professional management can make a significant difference.
How Guest Guardian Helps Property Owners Capitalise on Major Events
At Guest Guardian, we actively manage pricing strategies around Adelaide’s biggest tourism and sporting events, including Gather Round, Fringe Festival, LIV Golf and the Adelaide 500.
Our team monitors event demand, adjusts pricing dynamically and ensures your property is positioned to maximise occupancy and revenue throughout the year.
With Gather Round now secured until 2029, there has never been a better time for property owners to review their short-term rental strategy and ensure they are taking full advantage of one of South Australia’s most valuable tourism events.
If you’re considering Airbnb management in Adelaide, speak with the team at Guest Guardian to discover how much your property could earn during Adelaide’s growing calendar of major events.
