The British & Irish Lions Tour Sparks Nationwide Tourism Boom, Says Accor

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.

From Perth to Sydney, the influx of international and domestic visitors is driving exceptional results for our hotels and the broader visitor economy. 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. Accor Pacific Chief Operating Officer, Adrian Williams

Key highlights from the Tour so far:

• For the majority of games, Accor hotels in the hosting cities have achieved occupancy rates above 90%.
• Accor’s Adelaide hotels hit 100% 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% increase, reaching 92% occupancy for the Western Force vs Lions clash.
• Accor hotels across Melbourne recorded 99% occupancy for the Wallabies vs Lions match. This marked Accor’s highest ever occupancy result for Melbourne Centre, beating even the Taylor Swift effect, which peaked at 96%.
• Accor’s Sydney hotels are already tracking well ahead, with bookings for this weekend’s Wallabies match +14% in the CBD and +13% 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% 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.

Accor hotels across the country have tapped into the buzz of the Tour, welcoming many of the touring fans and delivering a suite of creative, guest-focused experiences. From themed food and beverage promotions to playful lobby activations, properties leaned into the energy of the event to create a memorable atmosphere for guests.

From luxury to economy, Accor operates more than 20 international brands across Australia, New Zealand, Fiji and French Polynesia, including Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Handwritten Collection, Novotel, TRIBE, Mercure, BreakFree, ibis, ibis Styles and ibis budget, as well as Ennismore’s Hyde, SO/ and Mondrian. Visit ALL.com.