Accor Scores as Footy Fever Grips Brisbane

Brisbane has been swept up in footy fever, with a surge in hotel bookings and city-wide buzz ahead of the 2025 NRL Magic Round.

The sporting extravaganza, running from 1–4 May, is drawing thousands of fans to the Queensland capital, where every match will be played at the legendary Suncorp Stadium — including the highly anticipated opener of the Ampol Women’s State of Origin Series on Thursday night.

Accor, the official accommodation partner of the NRL and NRLW, is seeing strong year-on-year growth across its 19 Brisbane hotels, as rugby league fans from across Australia flock to the city. Properties under brands like Sofitel, Pullman, The Sebel, Novotel, Mantra, Mercure and ibis Styles are benefitting from the rush, with the group reporting a significant uplift in performance this week.

To celebrate the action, Accor is leaning into the spirit of the event with themed lobby takeovers, match-inspired menus, fan zones and fun surprises in-room. Guests can even take part in a national Footy Trivia challenge for the chance to win a $500 voucher for ALL.com.

“Magic Round is more than a sports event – it’s a city-wide celebration that puts Brisbane on the national stage,” said Adrian Williams, Chief Operating Officer for Accor in the Pacific. “The strong performance we’re seeing across our hotels this week highlights the incredible pull of live sport as a tourism and economic driver. Our teams are going all out to deliver unforgettable experiences for every guest.”

With multi-day passes to Magic Round already sold out, and only limited tickets left for Friday and the opening night showdown, the city is preparing for a full house. Visitors are being urged to make the most of their time in Brisbane — from rooftop bars and buzzing laneway eateries to riverside walks and cultural hotspots — providing a welcome boost to the local economy.

As demand for live experiences continues to climb, Accor’s ongoing partnership with major sporting codes like the NRL reflects its commitment to helping shape Brisbane as a top-tier destination for headline events and memorable stays.