Adelaide Equestrian Festival delivers major economic impact and record attendance

Independent post-event analysis reveals the 2025 Festival generated a gross economic impact of $12.6 million for South Australia — a signiﬁcant increase of 38% on 2024 ﬁgures — with over 32,500 attendees over four days and more than 25,000 bed nights recorded across the Adelaide metropolitan area. Notably, 53% of pre-purchased tickets came from interstate or overseas visitors, and attendees spent an average of $500 during the event, excluding ticket purchases — a strong indicator of the Festival’s value to local businesses and the broader visitor economy. It positions Adelaide as a must-visit destination for equestrian fans worldwide.

The Festival’s CCI5* class continued to draw elite riders and emerging talent from across Australia and New Zealand, with a 31% increase in 5-star entries compared to the previous year — further elevating Adelaide’s reputation on the global equestrian stage.

Endorsements from leadership and government

Chair of the Adelaide Equestrian Festival, Greg Rolton, said the success of the 2025 event reinforces the long-term value of the Festival to South Australia:

“The Board is thrilled with the exceptional economic impact delivered by the 2025 Festival. The unwavering support of the South Australian Tourism Commission, the Major Events Attraction Committee, and the City of Adelaide/AEDA has been pivotal to our continued growth and success. These results aﬃrm our strategic direction and highlight the Festival’s evolving role in preparing athletes, oﬃcials, and volunteers for the Brisbane 2032 Olympics. As we look to the future, enhancing Australia’s Olympic readiness is a key priority — all while honouring the unique and enduring bond we share with horses.”

Minister for Tourism, Hon Zoe Bettison MP, also praised the Festival:

“We’re proud to support world-class sporting events like the Adelaide Equestrian Festival. As the world’s only urban-based horse trials, it showcases Adelaide’s beautiful parklands in an extraordinary way. Events like this not only support the visitor economy but also promote innovation and excellence in sport and event delivery.”

Unprecedented media reach and public engagement

The 2025 Festival achieved record media engagement, with the television highlights program reaching more than 365,000 viewers nationally, supported by sweeping visuals of the Adelaide East Parklands set against the city’s skyline — a signature feature of the event.

Social media engagement also soared, with over 2 million views across digital platforms, marking a new record for the Festival and reinforcing its growing national and international appeal.

“With the largest attendance of any equestrian sports event in the Southern Hemisphere, the Adelaide Equestrian Festival is now firmly on the global equestrian calendar,” said Kirsty Withers, AEF Event Director. “We’ve created an event that resonates with core equestrian fans and first-time visitors alike. The ongoing support from our government and commercial partners has been instrumental in helping us reach new heights.”

2026 championships and beyond

With renewed momentum, the Festival is preparing to host the Oceania Championships in 2026, and will introduce expanded hospitality and ticketing options to attract a more diverse audience and elevate the spectator experience.

“Our goal is to create a world-class environment where riders can perform at their peak and pursue the highest levels of achievement — including Australian team selection and success on the world stage at the Olympic and World Games,” said Kirsty. “To achieve that, we’re continuing to invest across all disciplines, with a strong focus on the pivotal cross-country phase — led by our esteemed course designer, Mike Etherington-Smith — while also elevating the overall Festival experience for riders, spectators, and sponsors alike.”

With its unique mix of elite sport, international broadcast reach, and proven economic benefit, the Adelaide Equestrian Festival continues to go from strength to strength.