Adelaide Fringe Honors Outgoing Director for Steering Festival to New Heights, Cementing its Status as Australia’s Largest Arts Event and Tourism Powerhouse

Published on November 20, 2025

The Adelaide Fringe, Australia’s largest and most iconic arts festival, has paid tribute to its outgoing director, Heather Croall, for her remarkable leadership. After 11 years at the helm, Croall has transformed the Adelaide Fringe into a cultural and tourism powerhouse, solidifying its reputation as the biggest arts festival in Australia and the Southern Hemisphere.

The Impact of Heather Croall’s Vision

Heather Croall’s tenure as the director of the Adelaide Fringe has been marked by visionary leadership and unparalleled growth. When she took over the festival in 2014, it was already a well-regarded cultural event, but under her stewardship, it expanded to become the most ticketed arts festival in Australia and a key player in the country’s tourism sector.

Over the past decade, the Adelaide Fringe has grown from a local arts festival into a global cultural attraction, drawing thousands of international and domestic visitors to South Australia each year. The event now not only celebrates the diverse arts scene in the region but has become a major economic contributor, providing significant returns for the local economy. The festival’s growth has elevated Adelaide’s status as a cultural destination, making it a must-visit location for culture seekers and tourism enthusiasts alike.

In 2025, the Adelaide Fringe generated a total expenditure of $197.7 million, with $144.2 million of that identified as new money injected into the state economy. This surge in economic activity highlights the festival’s critical role in driving tourism, creating jobs, and boosting local businesses. The festival has been an essential contributor to the growth of South Australia’s tourism industry, and its success is largely attributed to Croall’s innovative approach to arts curation, community engagement, and global outreach.

The Tourism Influence of Adelaide Fringe

One of the standout achievements of Croall’s leadership was the Adelaide Fringe’s ability to position itself as a global destination for tourism. The festival attracted visitors not just from Australia but from all corners of the world, making Adelaide a key point on the international arts tourism map. With its diverse program of events ranging from theatre, music, dance, and visual arts to family-friendly performances, the Adelaide Fringe appeals to a wide array of audiences, making it a draw for tourists of all ages.

The festival’s immense success has had a profound impact on South Australia’s tourism sector. As the largest arts festival in the Southern Hemisphere, the Adelaide Fringe serves as an anchor event, drawing visitors to Adelaide during the traditionally quieter months of February and March. This influx of tourists not only supports the hospitality sector but also increases foot traffic to local attractions, businesses, and cultural venues. Visitors flock to see both world-renowned artists and local talent, and the festival’s presence has greatly contributed to the city’s reputation as an innovative cultural hub.

Furthermore, the festival’s accessibility and its strong emphasis on community engagement have played a key role in promoting Adelaide as an inclusive city that celebrates diversity. By hosting performances across multiple venues and offering a platform for both emerging and established artists, the Adelaide Fringe has become an event that represents the city’s artistic spirit, which in turn attracts more visitors from within Australia and abroad.

Legacy of Excellence in Arts and Tourism

Under Heather Croall’s leadership, the Adelaide Fringe became a major international event, celebrated for its inclusivity, diversity, and high artistic standards. The festival was recently awarded Gold in Major Festivals and Events at the 2025 South Australian Tourism Awards, and it was inducted into the Hall of Fame for Excellence in Accessible Tourism. These accolades underscore the festival’s far-reaching influence, not only on local tourism but also on how arts festivals can make a lasting impact on global cultural exchange.

Croall’s ability to guide the Adelaide Fringe through continuous innovation while maintaining its core values of inclusivity and accessibility was a key driver of its success. Through her leadership, the festival became known for its bold programming, featuring everything from cutting-edge performances to family-oriented activities, ensuring that it was both culturally enriching and broadly appealing.

The festival’s ability to bring people together from different backgrounds and corners of the world has been a central theme of its success. As the city of Adelaide continues to grow its reputation as a cultural tourism destination, the Adelaide Fringe stands as a beacon of artistic expression, cultural celebration, and community collaboration.

The Search for a New Leader

As the Adelaide Fringe bids farewell to Heather Croall, the search for a new Director and CEO begins. Croall leaves behind a festival that has become not just a major event in South Australia but an internationally recognized brand in the arts and tourism sectors. The next leader of the Adelaide Fringe will inherit a legacy of success and will be tasked with continuing the festival’s growth and ensuring it remains an integral part of Adelaide’s cultural and tourism calendar.

The festival is not just a single event; it has become a brand in itself, symbolizing Adelaide’s commitment to arts and culture. The new Director will be expected to further expand the festival’s global reach, attract even more international visitors, and continue to build on the community-focused initiatives that have made the Adelaide Fringe so beloved by both locals and visitors.

Moving Forward: Adelaide Fringe 2026

With Fringe 2026 preparations already well underway, the Adelaide Fringe is set to continue its tradition of artistic excellence and tourism-driven growth. The 2026 festival, which will run from 20 February to 22 March, promises to deliver yet another exciting season of performances, workshops, and cultural events. The new Director will have the challenge of steering the festival into its next chapter, continuing to elevate Adelaide as a cultural tourism leader while ensuring that the festival remains as innovative and accessible as ever.

As the festival enters this new phase, the Adelaide Fringe will undoubtedly continue to be a key player in both Australia’s arts scene and South Australia’s tourism economy. With its combination of world-class performances, community engagement, and economic impact, the Adelaide Fringe will remain a critical part of the city’s cultural identity and its broader tourism strategy.

Conclusion

The Adelaide Fringe has undergone a remarkable transformation under Heather Croall’s leadership, growing into a world-class cultural festival that brings together artists, tourists, and locals in a celebration of creativity and diversity. Croall’s efforts have made the Adelaide Fringe a key driver of South Australia’s tourism economy, drawing visitors from across the globe and ensuring that the festival continues to make a significant impact on the region’s cultural landscape.

As Heather Croall steps down, the festival’s legacy of artistic innovation, community collaboration, and economic success remains firmly intact. The search for a new leader will bring exciting new opportunities for the Adelaide Fringe, and with the foundation laid by Croall, the festival is poised for continued growth and success in the years ahead.

For Adelaide, the Adelaide Fringe remains more than just a festival; it is a symbol of the city’s cultural richness and its growing importance as a destination for arts and tourism. As the city prepares for Fringe 2026, the festival’s influence will continue to shape Adelaide’s identity as a cultural capital, attracting visitors from around the world who are eager to experience the magic of the Adelaide Fringe.