27 September 2011

The Adelaide Convention Bureau Board has announced the best ever result in its 39-year history in its annual report, out this week.

“This year’s strategy has been one of consolidation on core business after a name and brand change the previous year,” says chairman, Phil Baker.

“With new collateral and website the Bureau focused on winning business events for South Australia, and that it did. The record breaking year delivered 124 events that will attract close to 150,000 bed nights and generate over $112 million of economic benefit for South Australia.

“This represents an aggregate 37% increase over the past three years and reinforces the Bureau as one of the highest returning in the country.

“The Conventions Adelaide Ambassadors continue to yield significant convention opportunities. Our 70 Ambassadors used their national and international networks to influence decision makers to win events for their industry and State, recognising that conventions play a key role in the knowledge transformation for business,

“A total of 13 international events were won during the year, with assistance of Ambassadors. Asia was a key focus and pleasingly a number of such events were won.

“South Australia is well positioned to attract events from South East Asia due to good air access and research indicates that clients are looking for a new Australian experience when holding events. China and India remain on the radar for corporate meetings. 

“With competition increasing in the lucrative incentive travel market, a new Incentives Adelaide Program was launched with key tools consisting of a unique website, quarterly newsletter and a DVD to attract the attention of clients.

“South Australia now has the ability of offering customized experiences to target small to medium groups from the eastern states, New Zealand and Asia.

 “Whilst incentives will never takeover from convention business, it is hoped this can be grown to represent 10% of the business in the next few years, meaning more regional operators will directly benefit from the services of the Bureau.”