Major sporting events, such as American football’s debut in Melbourne, are increasingly becoming a reason to travel, stay longer and explore more of the city, new Airbnb data shows.
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 eight to 14 September 2026 stayed an average of four nights, with people booking trips longer than just the sporting occasions. More than 80 per cent of bookings were for two or more guests, while over a third of bookings were for groups of four or more, highlighting the role major events can play in bringing friends and families together.
With more time in the city, visitors have a greater opportunity to experience Melbourne from its food and culture to local neighbourhoods and experiences.
That appetite for exploring Melbourne increasingly extends to experiences too. Searches for Airbnb Experiences in Melbourne grew over 35 per cent year-on-year in the second quarter of 2026, with popular experiences ranging from Melbourne’s coffee culture and culinary laneways to Grampians hikes and exploring Fitzroy and Collingwood.
For some travellers, Melbourne was just one stop on a bigger Australian journey. Guests who booked a Melbourne stay during the week of eight to 14 September and also travelled elsewhere in Australia added three nights on average for those onward trips, with destinations ranging from Sydney and Brisbane to regional Victoria’s Colac Otway and Bass Coast.
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 per cent for the 2026 Formula 1 Australian Grand Prix compared to 2025, while looking ahead, searches are up over 10 per cent year-on-year around the 2027 Australian Open finals.
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 ride the wave.
