Australia Sets New Sports Tourism Benchmark as Perth, Adelaide and More Prepare for Blockbuster Events Until 2032

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Australia is setting a new sports tourism benchmark as Perth, Adelaide and more prepare for blockbuster events until 2032, creating a powerful era of international and domestic sporting experiences. The country is transforming its major event strategy through world-class competitions, upgraded venues and long-term tourism planning. Furthermore, cities across Australia are being positioned as global destinations where sport, travel and economic growth are closely connected. Perth, Adelaide, Brisbane and other host locations are preparing for major events that are expected to attract visitors, strengthen local businesses and expand tourism opportunities. Through this ambitious sporting calendar, Australia is building a future where blockbuster events deliver lasting benefits for communities, infrastructure and the national visitor economy.

Australia’s Sports Tourism Era Begins

Australia has entered a transformative period in which major sporting events are being strategically positioned as powerful drivers of tourism expansion, economic diversification and long-term infrastructure development. A high-density pipeline of elite domestic competitions, international championships and multi-sport events has been established between 2027 and 2032, creating what has increasingly been recognised as the Golden Decade of Sport.

Across Western Australia, South Australia and Queensland, sporting events are being integrated into broader economic strategies rather than being treated as standalone competitions. State governments, sporting organisations and international governing bodies have been aligned to maximise visitor spending, improve destination visibility and strengthen the role of sports infrastructure in supporting long-term economic growth.

The strategy has been designed around attracting interstate and international visitors, increasing hotel demand, improving transport networks and creating lasting community benefits through grassroots sporting investment.

Perth Strengthens Its Position as Australia’s Premier Sporting Destination

Western Australia has been positioned as one of the major beneficiaries of Australia’s expanding sports tourism economy. Led by the Cook Labor Government and supported by Tourism Western Australia, Perth has been developed as a leading destination for major sporting events through the use of world-class facilities and international hosting capabilities.

At the centre of this strategy is Optus Stadium, a 60,000-seat multi-purpose venue that has become a major asset for Australian sport. The stadium has supported large-scale competitions through advanced technology, strong transport connectivity and the ability to host international audiences.

The city’s sporting calendar has been strengthened through the return of AAMI AFL Origin, with Perth confirmed to host the event in 2027 and 2029.

The 2027 AAMI AFL Origin match will see Western Australia face South Australia at Optus Stadium, marking the 50-year anniversary of the original State of Origin match held at Subiaco Oval in 1977. The 2029 edition will feature Western Australia against Victoria, further strengthening Perth’s reputation as the modern home of interstate football.

The 2026 return of AFL Origin at Optus Stadium created significant demand, attracting more than 58,000 spectators and generating $1,501,500 in revenue. The proceeds have been directed towards WA football legacy initiatives, including school programmes and regional talent development.

The same model will continue for future editions, ensuring that major event revenue supports community participation and long-term sporting development.

Men’s Rugby World Cup 2027 Expands Australia’s Global Sporting Reach

The Men’s Rugby World Cup 2027 will represent one of Australia’s largest international sporting opportunities and will further strengthen the country’s position as a global sports tourism destination.

Perth has been selected as one of the key host locations, with Optus Stadium scheduled to host the opening match on Friday, October 1, 2027. The fixture will feature Australia against Hong Kong China, creating an international sporting moment expected to attract visitors from overseas markets.

Additional major fixtures involving New Zealand, South Africa and Ireland will also be hosted in Perth, allowing Western Australia to benefit from international supporter travel.

Queensland will also play a significant role in the tournament, with Brisbane and Townsville hosting 14 matches. Suncorp Stadium in Brisbane will stage 10 matches, including two Quarter Finals, while North Queensland Stadium in Townsville will host four pool matches.

The Queensland Government has projected that the tournament could generate more than $212 million in economic benefits and attract more than 150,000 interstate and international visitors.

The regional hosting model has been designed to distribute tourism benefits beyond capital cities. Townsville’s Rugby World Cup fixtures are expected to encourage visitors to explore North Queensland destinations, including the Great Barrier Reef region.

Adelaide Returns to the AFL Origin Spotlight With Historic 2028 Match

South Australia has been included in the national sporting event strategy through the return of AAMI AFL Origin to Adelaide Oval in 2028.

The match will see South Australia compete against Victoria in the 19th meeting between the two states. The fixture will represent the return of elite state-based football to South Australia, with the last clash between the teams in the state having taken place in 1999.

Adelaide Oval will serve as the centrepiece of the event, supporting increased visitor movement from Victoria and generating additional activity across accommodation, hospitality and retail sectors.

The event has been positioned alongside South Australia’s existing major event calendar, which includes established properties such as LIV Golf Adelaide and Tasting Australia.

Brisbane 2032 Becomes the Long-Term Anchor of Australia’s Sports Vision

The Brisbane 2032 Olympic and Paralympic Games have been positioned as the largest component of Australia’s long-term major sporting event strategy.

The Olympic Games will take place from July 23 to August 8, 2032, followed by the Paralympic Games from August 24 to September 5, 2032.

The Games will operate across a wide geographic footprint, including Brisbane, Moreton Bay, Sunshine Coast, Gold Coast and regional Queensland locations such as Toowoomba, Townsville, Cairns, Rockhampton and Maryborough.

The Gold Coast will serve as a major co-hosting centre, with an estimated $8.1 billion in direct social, cultural and economic benefits expected to be generated. The venue programme will include existing facilities, temporary venues and new infrastructure projects.

The Games Independent Infrastructure and Coordination Authority (GIICA) has been responsible for overseeing 17 new venue projects, ensuring that infrastructure investment delivers long-term community value rather than temporary event benefits.

The Elevate 2042 legacy strategy has been incorporated into planning, focusing on sustainable development, First Nations cultural integration and improved regional connectivity.

Cricket and Rugby Continue Australia’s International Event Pipeline

Australia’s sports calendar will continue expanding beyond football and rugby through the ICC Men’s T20 World Cup 2028.

The tournament will be co-hosted by Australia and New Zealand and is expected to attract international cricket supporters from major markets, including South Asia, Europe and the Caribbean.

Major Australian venues, including the Melbourne Cricket Ground, Sydney Cricket Ground, Adelaide Oval, Optus Stadium and the Gabba, are expected to play important roles in the tournament.

The event is expected to create additional demand for international aviation, hotels, hospitality services and city-based tourism experiences.

The Women’s Rugby World Cup 2029 will further strengthen Australia’s position as a global sporting host while supporting the growth of women’s sport and community participation.

World Masters Games 2029 Creates New Opportunities for Sports Tourism

The World Masters Games 2029 will introduce a different form of sports tourism by focusing on amateur and veteran athletes.

Unlike professional competitions that generate short-term visitor spikes, the event model is expected to encourage longer stays, with participants and accompanying families often remaining for extended periods.

The event is expected to support accommodation providers, restaurants, retail businesses and regional tourism operators by distributing visitor spending across multiple locations.

Australia’s Complete Major Sporting Event Pipeline 2027–2032

Major Sporting Events Become Australia’s Tourism Growth Engine

Australia’s major event strategy has demonstrated how sport can become a long-term economic development platform. Through carefully planned hosting agreements, infrastructure investment and community-focused legacy programmes, sporting events are being transformed into engines of tourism growth.

From Perth’s AFL Origin revival to Brisbane’s Olympic ambitions, Australia’s sporting pipeline has been designed to deliver more than competition. Visitor spending, regional development, infrastructure improvement and grassroots participation have been integrated into a national strategy aimed at creating lasting benefits well beyond the final whistle.