The 2026 festival season is here! From everyday South Australians coming into the city, to a surge of domestic and international guests discovering Adelaide’s best experiences—it's an exciting time to be a part of the visitor economy sector.
The major announcement last week that the MotoGP is coming to Adelaide adds another headline event to the city’s already packed calendar, further cementing our reputation as Australia’s festival city. MotoGP promises to deliver substantial economic value to the city. MotoGP brings enormous economic value to every destination it races in. In 2025, each Grand Prix delivered an average of $217 million to local economies through global exposure, tourism and hospitality activity. As with all major events, we will keep city businesses informed on opportunities to capitalise on the MotoGP.
We understand this is a busy time for operators and businesses, so we encourage you to get in touch if you have any questions or need support. AEDA’s online resources include information about how to create and optimise Australian Tourism Data Warehouse (ATDW) listings to feature on the Experience Adelaide website.
Keep reading for more updates and hopefully we will see you at one of the many Fringe hubs across the city.
December Delivers Record Spend for City Retail and Tourism
City retailers and operators enjoyed a standout December 2025, with a record $430 million spent across the CBD and North Adelaide over the festive season. High expenditure was fuelled by the 2025–26 NRMA Insurance Ashes series and extended midnight trading on selected nights in Rundle Mall, keeping foot traffic—and tills—buzzing well into the night.
The Adelaide Festival Centre has reopened following extensive upgrades of the Festival Theatre, Dunstan Playhouse, Space Theatre and the Western Plaza. Programming will return to the theatres, while the Angry Penguin restaurant will open its doors and channel the fierce spirit of South Australia’s arts history.
The city becomes a stage when Make Music Day returns to the CBD and North Adelaide. South Australian musicians, music facilitators and venues can enter expression of interests to take part in the citywide celebration of local sound. Submissions close on Friday, 6 March 2025.
Register Now for the Destination Australia Conference
Hear directly from leaders shaping the visitor economy, uncover fresh strategies to advance Australia’s tourism landscape and identify new ways to collaborate for a more competitive and sustainable sector at Destination Australia. The conference takes place on Thursday, 19 March 2026 at CENTREPIECE in Melbourne, or presentations can be viewed virtually.
Aboriginal-owned tourism businesses can access 10 hours of hands-on, expert support designed to strengthen their operations. Learn how to identify priorities, solve problems and build skills through advice, planning and accountability. Applications close on Saturday, 28 February 2026.
Adelaide will host six pool game matches over three consecutive weekends as part of the Men's Rugby World Cup 2027. Zimbabwe, Wales, South Africa, Italy, England, Fiji, Canada, Japan, USA, Argentina that will battle it out at Adelaide Oval from 2–16 October 2027.
Adelaide Joins Global Creative Cities Network for the Arts
Adelaide is now part of an influential global network of more than 45 leading cultural cities—including London, Tokyo, Milan and New York City—that are committed to sharing knowledge, research and best practice in arts and culture. Through this network, cities actively exchange ideas, research and proven strategies to place culture at the heart of city planning and investment.
The Government of South Australia is encouraging city businesses to take part in the 2026 AFL Gather Round Festival of Footy to capitalise on extra visitors and spending in the city.
South Australian businesses can harness the power of artificial intelligence as part of the AI Capability Pilot Program. The program aims to provide businesses with the tools and support to drive positive operational outcomes.
