Key products and programs of the Adelaide Convention Bureau designed to assist the organisation in achieving its goals, include:


Destination SA is an exciting annual business events showcase held in Adelaide, South Australia. The event presents the best experiences, products and services available within the destination to the organisers of all types of business focussed events – including conventions, conferences, exhibitions and incentive groups.

Destination SA continues to grow in popularity and provides numerous opportunities for Bureau members to gain access to other benefits including sponsorship, participation in the familiarisation programs and excellent networking opportunities with guests and the media.

Attached to the trade event is a regional familiarisation experience for national and international guests along with media representatives, which aims to educate clients and provide them with options for unique experiences in Adelaide and regional South Australia.

Destination SA has been instrumental in maintaining the destination’s position as a prime option for national and international business events. Feedback from the marketplace is that the event is considered one of the most targeted and effective Australian destination showcase enabling face-to-face interaction between exhibitors and hosted guests.

The 2012 event attracted a record number of international visitors and media, whilst the Bureau maintained strong representation from its core national market. In total 50 hosted guests participated in the event including an increased presence of 5 media representatives all of whom have committed to feature either a single or double page destination piece.

Having confirmed some bids during the event, the Bureau team are currently working to confirm 11 bid opportunities connected to Destination SA hosted guests with a further 6 bids in the pipeline. Early indications are that the event will again deliver in excess of $30 million in forecasted economic benefit to the state.

The breakdown of hosted guests (excluding media) at the 2012 event was:

  • 43% Association Conference Buyers
  • 16% Corporate Conference Buyers
  • 24% Incentive Buyers (including agents and corporate end users)
  • 17% Professional Conference Organisers

Planning has commenced for the development of the 10th Destination SA for 2013 to be held 4th – 5th August. The Bureau will engage with members in the coming months, however in the meantime if you would like to find out more information please contact Lisa Hodshon, Project & Events Officer on (08) 8237 0100 or

Please also visit the dedicated Destination SA section.


The Adelaide Convention Bureau defines Incentive Travel as: “Enriching, special and memorable experiences arranged by an employer and awarded as a bonus to high performing employees.”

The value of the incentive travel market to Australia is estimated at $170 million per annum, with the average expenditure per guest per visit at over $2,000.

Traditionally favouring the Eastern Seaboard, the international and domestic incentive travel markets are now seeking new and different incentive experiences from destinations such as Adelaide and regional South Australia.

Research shows that a growing number of incentive organisers are moving away from large generic incentive programs suited to the larger cities, in favour of more specialised tailor-made programs catering for smaller, more discerning groups.

Great potential for South Australia comes from the Eastern Seaboard of Australia, New Zealand, South East Asia (Singapore, Malaysia, Indonesia) and China. The majority of these markets have strong direct air access to Adelaide. As global markets recover there is also potential from Europe and the United States.

In August 2011, the Bureau launched its Incentives Adelaide Program to capitalise on this demand. The Program is a long term strategy, which the Bureau and its partners are committed to.

There are currently a number of incentive group bids under development with the sales team, which have been generated from clients across Australia, New Zealand and South East Asia and range from 40 to 150 guests in size.

The recent incentive groups which have been secured to the state include:

  • Sovereign Insurance 2011, 120 guests for 4 days (Barossa and city)
  • EVT Marketing 2011, 110 guests for 4 days (Port Lincoln)
  • Arbonne International 2011, 10 guests for 4 days (Barossa)
  • Symbion Incentive 2012, 40 guests for 3 days (Barossa)
  • New Zealand Conference Connexian Client Incentive 2012, 30 guests for 3 days (Location still to be determined)
  • Go Conference and Management Client Event 2012, 80 guests for 3 days (Adelaide CBD with regional site visits)
  • Lenard’s Golden Feather Club 2013, 30 guests for 3 days (Location still to be determined)

Please view the Incentives Adelaide section.

If you would like to actively engage in this Program and benefit from resultant high yielding business opportunities, please contact the Membership Team on (08) 8237 0100.


The Conventions Adelaide Program is a key initiative of the Bureau and is designed to increase Adelaide and South Australia’s ability to attract successful national and international conventions via a state-wide cooperative approach from key industry contributors and beneficiaries.

Based on the foundation of aligning Adelaide’s convention bids with South Australia’s primary areas of industry and research, it also works across the state’s education institutions, research organisations, corporations and government departments and engages South Australian industry leaders to secure association conventions from across their national and global networks.

A key component of the Program is the Conventions Adelaide Ambassador Group, which consists of 65 high profile industry leading specialists. The Ambassadors assist in the promotion of Adelaide as a convention city and support and assist in the development of leads and bid submissions to win conferences for the benefit of their sector, state and the mutually beneficial legacies these events provide.

To date, the Conventions Adelaide Program has secured 42 conferences, which will attract over 25,000 delegates to the state and provide a combined economic impact of over $89 million.

If you would like to find out more information, please view the Conventions Adelaide Program.