The Pumas-Lions game in Dublin attracted 51,700 people; a 12-year record, the club says. Photo: @lionsofficial/X (Twitter)
It’s not just a rugby experience – this year’s British and Irish Lions tour is shaping up as a major tourism event for states.
With up to 40,000 fans expected to follow the team around the country for about six weeks, even an AFL state like South Australia is gearing up for a major sports tourism event.
It has been 137 years since the Lions last played a game in Adelaide (1888) and anticipation is building for a rare rugby fixture at the Oval.
The government says forward bookings are more than double the same time last year: hotel occupancy across metropolitan Adelaide for July 11-12 is estimated at 73% and 80% respectively compared to the 37% and 39% seen at the same time last year.
A four-day rugby festival, annual winter festival, a darts tournament and near-capacity forward hotel bookings means Adelaide will be busy with its sole Lions fixture.
The government is expecting an influx of 15,000 interstate/overseas fans, and about 40,000 Lions supporters, to pack out Adelaide Oval on Saturday, July 12, for the rare sight of an Anzac team taking on the Lions.
SA Tourism Minister Zoe Bettison says they are looking forward to game day.
“With the best players from England, Ireland, Scotland, and Wales, New Zealand and Australia hitting the pitch, the match is set to help drive visitation from some of the state’s key international markets,” she says.
The UK is the state’s largest international visitor source market with 58,000 visitors last year spending $116 million while New Zealand visitors spent $82m annually.
QUEENSLAND BONANZA
In rugby league-aligned Queensland, the state government is looking at a $55.5m boost from hosting two games.
The Qld Government is expecting more than 38,000 visitors to the state when the Qld Reds play the tourists in a mid-week game at Suncorp Stadium (Wednesday, July 2) then host the first Test on July 19.
Sports Minister Tim Mander says the 12-year tour is a major highlight of the Australian rugby calendar.
“This is the beginning of our golden runway of rugby for Queensland as we get ready to host the men’s World Cup in 2027 and the women’s World Cup in 2029.”
Tourism Minister Andrew Powell says they are “looking forward to the ‘no vacancy’ signs coming out”.
- June 28: vs Western Force at Optus Stadium, Perth.
- July 2: vs Queensland at Suncorp Stadium, Brisbane.
- July 5: vs NSW at Allianz Stadium, Sydney.
- July 9: vs ACT Brumbies at GIO Stadium, Canberra.
- July 12: vs AUNZ XV at Adelaide Oval, Adelaide.
- July 19: vs Wallabies (Test 1) at Suncorp Stadium, Brisbane.
- July 22: vs First Nations/Pasifika XV at Marvel Stadium, Melbourne.
- July 26: vs Wallabies (Test 2) at MCG, Melbourne.
- August 2: vs Wallabies (Test 3) at Accor Stadium, Sydney.
