LIV Golf Adelaide 2024 set be ‘bigger and better’

This year’s LIV Golf Adelaide is set to be “bigger and better” than the inaugural event, with golf fans from around the world flocking to SA.

This year’s LIV Golf Adelaide is set to be “bigger and better” than the inaugural event, with cashed-up golf fans from around the world flocking to SA to boost the local economy.

Organisers are hopeful of exceeding the $65 million generated by last year’s tournament, and the city’s hotel occupancy rates are already at about 80 per cent – well above the same time last year.

More interstate and overseas visitors are expected to travel to Adelaide for the second edition of LIV Golf at Grange Golf Club, with a crowd of up to 100,000 tipped for the April 26-28 tournament, well above the 77,000 that attended in 2023.

Premier Peter Malinauskas said a boost in capacity for the 2024 event – 30,000 fans are expected daily compared to 20,000 each day last year – will take LIV Golf Adelaide to “another level”.

“From the state government’s perspective, it’s on track to meet all the economic metrics that we care so much about, particularly overseas and interstate visitation and that’s given the city a real buzz,” he said on Wednesday.

Australian Hotels Association SA chief executive Anna Moeller said hotel occupancy rates for the three-day tournament should be about 85 per cent by the weekend – very similar to the ultra-successful AFL Gather Round in early April.

She said the global audience for last year’s event, which was about 276 million TV viewers across 69 territories, was “money can’t buy advertising” for SA and would help inject “in excess of $70 million” into the economy.

LIV Golf chief executive Greg Norman, Captain Jon Rahm of Legion XIII and SA Premier Peter Malinauskas speak at a press conference during the pro-am before the start of LIV Golf Adelaide at the Grange Golf Club on Wednesday. Picture: Emily Burke/LIV Golf

Lucas Herbert of Ripper GC, Marc Leishman of Ripper GC, Captain Cameron Smith of Ripper GC and Matt Jones of Ripper GC speak at a press conference before the start of LIV Golf Adelaide at the Grange Golf Club. Picture: Emily Burke/LIV Golf

“It already feels bigger and it hasn’t even started. We know this event brings visitors, not just from interstate but from different countries,” she said.

“There’s more international visitors and you’ve got very affluent, high-spend travellers for LIV Golf.”

Ms Moeller expected food and beverage revenue would rise by between 40 and 60 per cent this weekend, a timely surge for struggling hospitality businesses entering the colder months.

South Australian Business Chamber chief executive Andrew Kay said LIV Golf attracted a “different visitor” to Gather Round, ensuring “local businesses get a second crack at a busy few days of trading” in April.

“Businesses benefited last year from the influx of tourists, noting the international contingent who spent up in our accommodation, restaurants, and regions,” he said.

Tourism Minister Zoe Bettison said 42 per cent of tickets sold this year has been to interstate or overseas visitors. Only very limited tickets left for Friday and Sunday’s play, and Saturday is already sold-out.

“This event not only entices visitors, it helps showcase our state to the nation and the world as audiences tune into see how South Australia really puts on a show when we host major events,” she said.

LIV Golf Adelaide executive tournament director Nick Haslam said a longer lead-in time for this year’s event would make sure it will be “even bigger and better.”

“With increased capacity this year, there will be only more opportunities for South Australians and local businesses to reap the rewards of hosting this premier, global event in their backyard,” he said.

Adelaide Economic Development Agency’s General Manager Greg Ratsch said LIV Golf will provide city businesses with a “significant boost in foot traffic and spending” compared to an average April weekend.