British & Irish Lions Tour Boosts Australian Hotel Bookings

• Hotel bookings in Australia have surged due to the upcoming British & Irish Lions tour, with Adelaide and Brisbane experiencing occupancy rates of 78.5% and 71.5%, respectively.
• The tour marks its first return to Australia in 12 years and includes nine games across six cities, significantly impacting hotel occupancy during the typically slower winter months.

The upcoming British & Irish Lions tour is set to significantly boost the hotel industry in Australia, with cities hosting the games witnessing a substantial increase in bookings. According to the latest Forward STAR data from CoStar, a leader in real estate analytics, hotel occupancy rates in Adelaide and Brisbane have soared to more than 70% in anticipation of the matches.

The tour, scheduled for June, July, and August 2025, will feature nine games across six cities. This event is particularly notable as it marks the first time the tour has returned to Australia in 12 years. The heightened interest is reflected in the booking levels, with Adelaide reaching an occupancy rate of 78.5% for the game on 12 July and Brisbane hitting 71.5% for the 19 July match. These figures represent a significant increase from last year’s dates, where occupancy was only 34.7% in Adelaide and 40.6% in Brisbane.

Matthew Burke, STR’s regional director, highlighted the broader impact of the tour, noting that it attracts higher-than-average demand not only on the days of the three test matches between Australia and the British & Irish Lions but throughout the tour period. This booking surge is a boon for the local hotel markets, particularly as Australian cities typically see lower occupancy during the winter months.

Other cities like Sydney and Canberra are also experiencing increased bookings, with occupancy rates already at 46.0% and 39.4% for their respective match days. This starkly contrasts with the weeks before the matches, where occupancy stood at 29.3% and 17.8%.

The data underscores the significant impact of major sporting events on local economies, particularly in the hospitality sector, by drawing in additional demand and boosting local businesses.