As we wave goodbye to a record-breaking Mad March, April in Adelaide is shaping up to be one for the record books, with tickets to major events selling out and hotel bookings hitting new highs.
Unprecedented ticket sales and out-of-state demand for WOMADelaide, the Adelaide Fringe hitting one million tickets sold for the first time, and the Adelaide Festival exceeding its box office targets, helped drive the tourism surge.
South Australian Tourism Commission statistics show that just over the three days of the March long weekend, an estimated $128 million was spent in the state’s visitor economy.
Latest data highlights – MARCH 2023
- The week ending 11 March was the strongest week ever for Adelaide accommodation with an average 9,140 room nights occupied (87% occupancy) and revenue of $2.5 million each night.
- Adelaide accommodation occupancy on the Friday and Saturday of the Mad March long weekend was 90% and 93% respectively.
- On Tuesday 7 March, Adelaide recorded the third highest revenue of all time at $3 million – driven by Mad March events including the Adelaide Fringe and the Adelaide Festival, as well as the Ed Sheeran concert at Adelaide Oval.
- An estimated $128 million was spent by intrastate, interstate and international visitors in South Australia over the three days of the 2023 March long weekend.
- WOMADelaide sold-out of Friday, Saturday, Sunday and multi-day tickets in advance, for the first time in its 31-year history.
- WOMADelaide reported its highest ever percentage of interstate and international visitors traveling for the festival – across all ticketing categories, 50% of advance sales have been sold to out-of-state visitors and 78% of interstate ticket buyers having not purchased a ticket in three years.
- The Adelaide Central Market Authority (ACMA) confirmed a bumper start to 2023, with tens of thousands of shoppers visiting the Market in the first quarter of the year. After an extremely strong Christmas, visitation to the Market has remained buoyant throughout the holiday period and into the festival season.
- With increased visitation to Adelaide for ‘Mad March’, and the continuing recovery of the tourism industry, market traders have reported excellent trading conditions have continued into February and March. Across the WOMAD weekend foot traffic was up year on year by 20% and similarly, over the Fringe period, foot traffic was up by 15%.
Latest data highlights – APRIL 2023:
- According to data from independent hotel analytics firm STR forward bookings show Adelaide accommodation occupancy on the Friday and Saturday of the AFL Gather Round is already at 82% and 83% respectively.
- The Saturday is the best 33-day outlook on record – topping the previous 33-day outlook record-high of 82% for the Saturday of 2023 March long weekend.
- Forward bookings show Adelaide accommodation on the Friday and Saturday of LIV Golf Adelaide is already at 64% and 63% respectively. This compares to 58% and 41% at the same time for the same weekend last year.
South Australia will continue to shine on the world stage for April, hosting major events including:
- Adelaide Motorsport Festival (25-26 March)
- Inaugural AFL Gather Round (13-16 April)
- Adelaide Equestrian Festival (20-23 April)
- Australian premiere of global sensation LIV Golf Adelaide (21-23 April)
- Tasting Australia presented by RAA Travel (28 April-7 May)
Quotes
Attributable to Zoe Bettison
South Australia continues to smash records.
Our State’s visitor economy is not too far away from reaching its pre-COVID record high of $8.1 billion with this year’s events expected to directly inject around $400 million into the state’s economy.
The bumper events calendar continues to boost visitation and spending across Adelaide and regional South Australia.
Major events are vital for the state, attracting visitors to South Australia who will fill hotel rooms, restaurants, pubs and clubs and create and sustain jobs in our tourism, arts and events industries post-covid.
Beyond this, major events do a fantastic job of telling South Australia’s story through media and broadcast coverage, bringing communities together creating a wonderful sense of pride and contributing strongly to brand South Australia.
There is plenty more to come for tourism in our state.
Events are back and bigger than ever in 2023 and we can’t wait to show the world what our state has to offer.
Attributable to Theo Maras, Chair, Adelaide Central Markets Authority
The Market’s 70 small businesses have benefited from an influx of visitors for the state’s busiest time on the event calendar.
The Market remains a top tourist destination in the CBD, and when the city comes alive with its world-renowned festivals and events, the vibrancy and visitation flows onto the Market and our traders.
Womad weekend was a standout, with shoppers flocking to the Market from Thursday, Friday and Saturday to have a meal, coffee, meet friends and stock up on fresh produce for their accommodation.
For over 150 years, the Adelaide Central Market has been an integral part of Adelaide’s culture and community. The Market’s reputation for local and international produce, entertainment and the central city location makes it a must-see attraction for a wide range of visitors including locals and international tourists.
Once again, ‘Mad March’ has proven to be a highlight of the Market’s annual calendar, further reinforcing its status as a must-visit destination.
Attributable to Azou Bouilouta, Algerian stall Le Souk
WOMADelaide weekend was one the busiest of the year.
The atmosphere in the Market has been amazing with people visiting from all around Australia and the world.
They all say how unique and wonderful the Market is! We have seen huge demand for our signature Algerian paella.
