New Airbnb data shows how major sporting events are increasingly becoming a reason to travel, stay longer and explore more, positioning Melbourne to capture a growing opportunity from sports tourism.
Following Airbnb’s recent tailgating experience in Melbourne, which saw 100 guests come together for a day of American-inspired food, games and friendly competition with Aussie icon Alexander Volkanovski, new data reveals how events can turn a city trip into a longer getaway.
Susan Wheeldon, Country Manager, Australia and New Zealand at Airbnb, said: “Sport has always been a huge part of Australia’s culture, but it’s increasingly becoming a reason for people to travel, stay longer and experience more. Our tailgating experience brought people together to celebrate a major cultural moment in sport, and the travel patterns around it show how much opportunity there is – for visitors to discover more of the host city and surroundings, and for local hosts to welcome them.”
Sporting events are becoming longer getaways
The data suggests travellers are not simply coming into Melbourne for an event and heading home. Travellers booking stays in Melbourne during the week of 8-14 September 2026 stayed an average of 4 nights1, with people booking trips longer than just the sporting occasions.
These are also often shared travel occasions. More than 80% of bookings were for two or more guests, while over a third of bookings were for groups of four or more2, highlighting the role major events can play in bringing friends and families together.
Visitors are exploring beyond the city centre
With more time in the city, visitors have a greater opportunity to experience Melbourne from its food and culture to local neighbourhoods and experiences. Nearly two-thirds of Melbourne bookings during the week of the tailgating experience were located in suburbs3, with Southbank, Fitzroy and Stonnington among the most popular areas.
That appetite for exploring Melbourne increasingly extends to experiences too. Searches for Airbnb Experiences in Melbourne grew over 35% year-on-year in Q2 20264, with popular experiences ranging from Melbourne’s coffee culture and culinary laneways to Grampians hikes and exploring Fitzroy and Collingwood.
Melbourne can be the gateway to a bigger Australian trip
For some travellers, Melbourne was just one stop on a bigger Australian journey. Guests who booked a Melbourne stay during the week of 8-14 September and also travelled elsewhere in Australia added 3 nights on average for those onward trips5, with destinations ranging from Sydney and Brisbane to regional Victoria’s Colac Otway and Bass Coast.
A year-round opportunity for Melbourne and its hosts
Opportunities extend well beyond a single sporting moment. Melbourne’s calendar of major events gives the city recurring opportunities to welcome visitors throughout the year. Searches for Melbourne stays in March were up almost 15% for the 2026 Formula 1 Australian Grand Prix compared to 20256, while looking ahead, searches are up over 10% year-on-year7 around the 2027 Australian Open finals.
For local hosts, this means major events can create concentrated periods of travel demand, with visitors looking for accommodation for longer stays and in groups. For Australians with a spare room or home to share, hosting can be a way to participate in Melbourne’s biggest sporting moments while welcoming visitors into their local community.
With a packed sporting calendar ahead, Melbourne’s biggest events are creating more than reasons to visit – they are creating opportunities for locals to open their doors and be part of the action.
