AFL Gather Round has delivered a winning result far beyond the footy field for South Australia, with Norwood and the Barossa celebrating record-breaking crowds and a major boost to local businesses.
The Norwood Food & Wine Festival drew more than 90,000 visitors to The Parade on Sunday, smashing last year’s attendance and surpassing the 70,000 who flocked to the event in 2024. The ever-growing festival has become a highlight of the Gather Round calendar, showcasing the state’s world-class food, wine, and hospitality while injecting millions into the local economy.
The Barossa also came to life, as thousands of visitors took advantage of Bounce Around the Barossa, a free hop-on hop-off bus service connecting footy fans with local wineries, towns, and businesses. This year saw more than 7,200 trips taken, a remarkable 91 per cent increase on 2025, covering a record 55 destinations across the region.
To meet demand, services were increased by 33 per cent, making sure visitors could explore one of Australia’s most celebrated wine regions. Among the beneficiaries was Melba’s Chocolates, which reported its busiest Sunday of the four-day festival, highlighting the powerful flow-on effects of the event.
“The Norwood Food and Wine Festival and the events in the Barossa provide a vehicle to showcase the best of our state to the rest of the nation,” shared Premier Peter Malinauskas. “Our state has incredible food, wine and experiences – and the opportunity to share these with our guests means an added benefit to our local economy. These visitors will return home and share their experience with others, helping drive further growth.”
Minister for Tourism Emily Bourke added, “Each year we’re seeing crowd numbers grow at events that drive economic growth and promote what we do best. From top-quality South Australian produce on the Parade to bringing visitors to the doorstep of Barossa businesses, we’re supporting fans to experience our regions and hospitality like nowhere else.”
With record-breaking crowds, Gather Round has once again proven to be more than just a sporting event. It’s a powerful platform that shines a spotlight on South Australia’s food, wine, and tourism offerings, leaving visitors with unforgettable memories and every reason to return.
