South Australia is lining up for a $100 million goal as it welcomes hundreds of thousands of visitors for the biggest AFL event outside of the grand final.
First held in Adelaide in 2023, the state is hosting the annual round until 2026 and hopes to capitalise on its previous success this year with hundreds of associated events and festivals from Bordertown to the Barossa Valley.
Self-described Melbourne "dance dads" David Mallia, Jeremy Foenander, Rowan Lal and Daniel Viola are in Adelaide for their third Gather Round mates' trip.
The footy break was rapidly becoming a tradition, they said on Thursday as they enjoyed a late lunch at Adelaide Central Market.
They plan to attend three matches, visit the Norwood Food and Wine Festival, the Barossa Valley or McLaren Vale, and "enjoy good food and wine".
"It's a real buzz in Adelaide," Mr Foenander said.
"It's easy to get around. It's just a lot of fun."
SA Premier Peter Malinauskas said the code's annual convergence was a win for visiting footy fans and the state's economy.
"It is truly becoming one of the nation's bucket-list sporting events," he said.
The 2024 event delivered the state's economy a $91.6 million boost and hopes are high this year's event will top $100 million.
More than $60 million is expected to change hands in the CBD and North Adelaide alone.
Almost 200,000 tickets were sold in two days, with seven of the nine matches already sold out.
Hotel bookings for Thursday, Friday and Saturday were also strong with 94, 89 and 70 per cent occupancy.
Adelaide Airport will welcome almost 200,000 people this week - up 33 per cent on 2024 Gather Round arrivals - easily surpassing the previous record of 182,000 passengers in 2023.
Others are making the pilgrimage by road, with towns on the Dukes Highway staging special events to welcome thousands of visitors from Victoria.
The round features five matches at Adelaide Oval, two at the suburban Norwood Oval and for the first time, two matches in the Barossa Valley at Barossa Park in Lyndoch, which received a $46 million upgrade for the event.
Barossa Mayor Bim Lange said there was "a real buzz in the air" and everything in the region was "well and truly booked out".
"We've got 10,000 people coming for each of the AFL matches on the weekend, we've got the SANFL-VFL state game at Tanunda Oval, and there's 45 other associated events with local wineries and various venues," he said.
"There's been no stone left unturned to achieve a really successful carnival and festive atmosphere."
