The British & Irish Lions Tour sparks nationwide tourism boom, says Accor
Tourism scores big as fans fill hotels across Australia
Australia’s largest hotel operator, Accor, has declared The British & Irish Lions Tour a nationwide tourism triumph, as tens of thousands of travelling fans fuel record hotel occupancies and major economic benefits across the country.
With the Lions set to take on the Wallabies at a sold-out Accor Stadium this Saturday night, their passionate army of 40,000+ fans has already delivered a roaring victory for local tourism.
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“From Perth to Sydney, the influx of international and domestic visitors is driving exceptional results for our hotels and the broader visitor economy,” said Accor Pacific Chief Operating Officer, Adrian Williams.
“This tour is a powerful reminder of the impact major sporting events have in energising cities, filling hotels, and supporting restaurants, bars, and attractions nationwide.”
Key highlights from the Tour so far:
- For the majority of games, Accor hotels in the hosting cities have achieved occupancy rates above 90 per cent.
- Accor’s Adelaide hotels hit 100 percent occupancy on 12 July for the Invitational AU & NZ vs The Lions game.
- The Group’s Perth hotels saw the largest year-on-year growth, with a 21 per cent increase, reaching 92 per cent occupancy for the Western Force vs Lions clash.
- Accor hotels across Melbourne recorded 99 per cent occupancy for the Wallabies vs Lions match—this marked Accor’s highest ever occupancy result for Melbourne Centre, surpassing even the Taylor Swift effect, which peaked at 96 per cent.
- Accor’s Sydney hotels are already tracking well ahead, with bookings for this weekend’s Wallabies match up 14 per cent in the CBD and 13 per cent in Sydney West compared to last year.
Bookings from the UK and Ireland on Accor’s booking platform, ALL.com, have surged too, with international stays up 92.9 per cent in the past four weeks compared to 2024.
“This isn’t just a win for rugby – it’s a win for tourism, hospitality and every community lucky enough to host a game,” added Adrian Williams.
