From 1 October to 13 November 2027, the Rugby World Cup will significantly impact Australia's tourism industry, with 24 teams playing 52 matches across seven cities, starting in Perth and ending in Sydney. World Rugby expects around 250,000 international visitors and 1.3 billion Australian dollars in direct spending linked to these visitors. While the event is anticipated to bring new customers to Australia, it may also divert some of the traditional travelers who usually visit during this time of year. Over 1,800 French people have already booked travel packages for the tournament, according to Couleur Rugby, the official travel agency for the European Union outside Ireland. The company offers various options, including self-guided tours, escorted trips, and multi-week camping excursions. Approximately 150 travelers have booked Red Centre circuits, which are scheduled between the semi-finals and the final. These itineraries are spread out to provide a more personal and intimate experience for visitors. Tourism Australia has been focusing on attracting high-value travelers who tend to stay longer, spend more, and explore more of the country. The World Cup provides a perfect opportunity for this strategy, as supporters have fixed dates and cities determined by the sports schedule. The organization aims to use the days before, between, or after matches to introduce travelers to other parts of Australia. Australie Tours has decided to remove its classic tours during the World Cup period, citing operational and pricing challenges. In Adelaide, some accommodations show prices up to 1.8 times higher than those seen in 2026, while in Sydney, some places reach 2.72 times the 2026 levels. Asia has adjusted its programming by moving some dates outside the World Cup period, while Terra Australia suggests customers not interested in the event should consider traveling at a different time. G’day Group notes that prices have not been specifically adjusted due to the Rugby World Cup, but some minimum stay conditions may apply during the most in-demand periods. The group’s IHG One Rewards program, with over 160 million members, sees the tournament as a source of hotel demand and an international visibility platform. Ticket and package distribution is handled by the network of authorized agents for the Rugby World Cup. Couleur Rugby plans a system of official sub-agents that will follow specific commercial and marketing guidelines. Traditional specialists are still active in the market, as agencies can help clients create their Australian itineraries around the matches. The impact of the tournament on the tourism market varies depending on the cities, dates, accommodation types, contracts, and distribution channels. The real tourist value of the event may be measured by how many visitors return later to explore parts of Australia they didn’t have time to see during their initial visit.