Sydney’s tourism sector reached new heights during the 2025 NRL Grand Final, with record-breaking hotel occupancies and an unprecedented influx of visitors. Accor, Australia’s largest hotel operator, confirmed that the highly anticipated clash between the Brisbane Broncos and Melbourne Storm at Accor Stadium on October 5 fueled an economic windfall for the city. The event not only demonstrated rugby league’s cultural importance but also reaffirmed live sports as one of Australia’s strongest tourism drivers.
Hotels Across Sydney Record Near-Full Occupancy
Accor’s extensive hotel network across Sydney delivered remarkable results during Grand Final weekend. The group’s 27 hotels in the central city recorded occupancy rates above 98% on both Saturday and Sunday. Similarly, its 24 hotels in Sydney’s western districts reached occupancy levels of 98%, reflecting the widespread impact of the event beyond the stadium precinct.
The surge in bookings underscores the power of live sporting events to mobilize interstate visitors and galvanize the local economy. For Accor, the figures represent the best performance in years, surpassing last year’s Grand Final results and reinforcing Sydney’s position as a global sports tourism hub.
Economic Benefits Extend Beyond Accommodation
The economic influence of the Grand Final reached far beyond hotel stays. Restaurants, cafés, and bars across the city enjoyed bustling trade as fans celebrated before and after the match. Popular tourist hotspots—from Darling Harbour and Circular Quay to Parramatta—saw increased foot traffic, providing a boost for small businesses and the wider hospitality industry.
Adrian Williams, Chief Operating Officer of Accor Pacific, highlighted the broader impact: “The NRL Grand Final proves that live sports don’t just fill stadiums—they fill hotel rooms, restaurants, and attractions across Sydney. The entire city benefits when fans travel for these iconic moments.”
Interstate Visitors Power Tourism Growth
A crucial factor in this year’s success was the participation of two interstate teams. The presence of the Brisbane Broncos and Melbourne Storm drew thousands of passionate supporters from Queensland and Victoria. These fans traveled in droves, booking flights and hotels, and adding to Sydney’s festive atmosphere.
The influx of interstate visitors further emphasizes the role of sporting events in stimulating domestic tourism. By attracting fans from across Australia, Sydney not only showcased its capacity to host large-scale events but also reinforced its appeal as a destination for leisure and culture.
Live Sport as an Economic Driver
The NRL Grand Final demonstrates how live sports have become one of Australia’s most powerful economic engines. Beyond the drama of the match, the event highlights the irreplaceable value of live attendance. Unlike televised broadcasts, being in the stadium delivers an atmosphere and energy that cannot be replicated digitally. This unique allure compels fans to travel, spend, and engage with the host city’s offerings.
Williams noted that Australians are increasingly willing to invest in these experiences: “Live sport has a magic that drives tourism like no other sector. People are ready to travel, stay in hotels, and spend in the community just to be part of the moment.”
Sydney and Melbourne: Twin Giants of Sports Tourism
While Sydney celebrated the success of the NRL Grand Final, Melbourne also experienced strong tourism numbers from the AFL Grand Final held at the MCG in September. Accor’s 51 hotels across Greater Melbourne saw a significant increase in occupancy as visitors poured in to witness the spectacle.
Together, the two events highlight how Sydney and Melbourne remain at the forefront of sports tourism in Australia. Each city leverages its sporting culture to drive tourism demand, attract interstate and international visitors, and generate economic growth that extends far beyond match day.
Accor’s Crucial Role in the Tourism Economy
As the Official Accommodation Partner of both the NRL and AFL, Accor continues to play an integral role in ensuring fans have access to quality accommodation. With over 20 international brands in Australia, ranging from luxury Sofitel and MGallery hotels to budget-friendly ibis and ibis Styles, the group caters to every traveler’s needs.
This diverse portfolio ensures seamless experiences for sports fans, business travelers, and leisure tourists alike. By aligning itself with major sporting events, Accor not only boosts its own occupancy rates but also contributes to the broader success of Australia’s tourism sector.
Building on a Strong Portfolio Across Australia
Accor’s reach across Australia is unparalleled, with a network that includes luxury, upscale, mid-range, and economy hotels. This wide variety of offerings ensures that demand spikes—such as during the NRL and AFL Grand Finals—are met with ample accommodation solutions. Whether guests seek the prestige of a five-star suite or the convenience of an economy room, Accor delivers consistency and comfort.
The company’s widespread presence also enhances Australia’s ability to host international events, conferences, and festivals, ensuring the country remains competitive in the global tourism market.
Sydney as a Premier Sports and Tourism Destination
The 2025 NRL Grand Final has once again proven Sydney’s credentials as a premier sports and tourism destination. Accor’s record occupancy rates demonstrate the symbiotic relationship between hospitality and live events, with both sectors driving growth for the other.
With its world-class stadiums, vibrant nightlife, and diverse cultural offerings, Sydney is uniquely positioned to continue attracting major sporting spectacles. Events like the Grand Final reinforce the city’s reputation on the world stage and inject vital revenue into the local economy.
Conclusion: The Power of Sport to Drive Tourism
The 2025 NRL Grand Final was more than just a thrilling rugby league showdown—it was a catalyst for economic growth and a showcase of Sydney’s appeal as a sports tourism hub. Accor’s record-breaking occupancy rates illustrate how major sporting events generate lasting benefits for hotels, hospitality venues, and local businesses.
As Australia continues to host iconic sporting occasions, live sport will remain a cornerstone of tourism growth. For Accor, the Grand Final highlights the company’s pivotal role in supporting this momentum, ensuring that fans not only witness unforgettable matches but also enjoy world-class stays in the heart of the action.
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