Release date: 09/01/2023

South Australia’s major events and festivals calendar is set to be the biggest one yet in 2023, with new and returning events injecting multi-millions into the state’s economy.

The year kicks off with the summer of sport including the Adelaide International at The Drive until 14 January and Santos Tour Down Under from 13-22 January.
South Australia will continue to shine on the world stage, hosting major events including;

  • Mad March events Adelaide Fringe (17 February-19 March) and Adelaide Festival (3-19 March)
  • WOMADelaide featuring Florence and the Machine (10-13 March)
  • Adelaide Motorsport Festival (25-26 March)
  • Inaugural AFL Gather Round (13-16 April)
  • Australian premier of global sensation LIV Golf (21-23 April)
  • Tasting Australia (28 April-7 May)
  • Ampol State of Origin 2023 (31 May)
  • Australian-exclusive exhibition of Frida & Diego: Love & Revolution at the Art Gallery of South Australia. (24 June – 17 September)
  • Five games of the FIFA Women’s World Cup Australia & New Zealand 2023 at the redeveloped Hindmarsh Stadium (24 July - 8 August)
  • Illuminate Adelaide
  • VALO Adelaide 500 featuring Robbie Williams (23-26 November)

It is expected that events will directly inject around $400 million into the state’s economy, with latest data showing tourism experiencing an exceptionally strong recovery, hitting $7.3 billion in value.

The total value of tourism in South Australia has now recovered to 90 per cent of its pre-pandemic level with the State’s visitor economy just short of its pre-COVID record high of $8.1 billion.

Making enormous inroads in 2022, visitor expenditure in South Australia grew $1.2 billion in just three months alone.

The recent surge is thanks to strong interstate spending which is down just 2 per cent on pre-pandemic levels, and South Australians continuing to holiday at home with intrastate expenditure hitting a record-high $2.7 billion.

Latest data released from Tourism Research Australia for the year ending September 2022 revealed:

  • Total visitor expenditure in South Australia came to $7.3 billion
  • During the last quarter, visitor expenditure grew a whopping $1.2 billion – the second biggest surge since the three months coming out of the COVID-induced low point in March 2021
  • Interstate expenditure hit $2.6 billion, up $700 million during the last quarter and just $58 million shy of its pre-COVID record-high of $2.7 billion
  • Intrastate expenditure hit a record-high $2.7 billion, up 5 per cent on 2019
  • Regional visitor expenditure (including by international visitors) came to a record-high $3.8 billion, up 6 per cent on 2019.


Attributable to Zoe Bettison

The bumper events calendar will 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.

We’ve seen some real wins toward recovery – such as September visitor expenditure at a post-COVID record of 124 per cent of its 2019 spend, and an all-time high for hotel rooms occupied in Adelaide in November. We are making great inroads and attracting major events are a key contributor to this.

The record-breaking performance for tourism in South Australia continues, with visitor expenditure surging ahead of pre pandemic levels.

There is plenty more to come for tourism in our state.

Attributable to Hitaf Rasheed, Executive Director SATC Events SA

Events are back and bigger than ever in 2023 and we can’t wait to show the world what our state has to offer.

Securing major, international events to our state is a coup and one to be celebrated.

With events like Santos Tour Down Under, LIV Golf Adelaide and AFL Gather Round broadcast around the nation and the world, not only are we enticing more visitors to our state when the events are on, but we are also showcasing South Australia to a global audience. We are looking forward to showcasing South Australia on the world stage!