Adelaide's first large scale incentive tourist group

3,000 Chinese delegates headed to Adelaide
21st Mar, 2017

In an announcement made simultaneously in Adelaide and Guangzhou, China, the Adelaide Convention Bureau has announced the first large scale incentive tourist group visit South Australia will take place this June.

Perfect (China) Co. Ltd., a well-known Chinese company focusing on herbal health products, kitchenware and personal care products will bring up to 3,000 top sales representatives from the company to Adelaide in two groups on 17 – 20 June and 24 – 27 June.  This will be the third time Perfect China has chosen Australia for such a large size incentive group and their first time to Adelaide.

The Perfect China incentive tour will add $11.2m to the state’s visitor economy and create and support 110 jobs within the tourism sector. The late June timing will also provide a welcome boost to businesses in the traditionally quieter time on the tourist calendar.  It is the first time a large incentive group has visited South Australia from any Asian country. 

Over the coming months, an itinerary for 2 groups of 1500 guests visiting Adelaide for three days and two nights each will be compiled by the Adelaide Convention Bureau working in conjunction with the Perfect China’s agent in Shanghai. The itinerary will include an amount of free time to enable the visitors to explore Adelaide at their leisure providing a fantastic opportunity for retailers and the hospitality industry.

Business Tourism incorporating incentive tours and business events is a high yield segment for South Australia. In the last financial year the Adelaide Convention Bureau won business worth $210m of economic benefit for the state. It includes visitation by over 50,000 delegates and 220,900 bed nights for the city. China is Australia’s fourth biggest market for international business events expenditure and third biggest in terms of international business events arrivals.

Incentive tourism, an increasingly important area of focus for the Adelaide Convention Bureau, presents a massive opportunity for South Australia and the State Governments 2020 $8b tourism target. Incentive visitor spend per day is up to 9 times that of a leisure visitor and almost double the daily average spend of a conference visitor. This tour by The Perfect China will most certainly pave the way for further incentive opportunities - not only from China but across South East Asia. 

Damien Kitto, Adelaide Convention Bureau CEO said:“The Perfect China decision to choose Adelaide as its incentive destination demonstrates the appeal of our city to one of our most important tourism markets. To win the opportunity to host this group, we had to demonstrate that the Adelaide has a world class offering, with the capability to host a program that will inspire Perfect China delegates. With Adelaide’s rich diversity of venues, premium produce, pristine natural wonders, all under a perfect climate. We are confident through our business events expertise, that our beachside city will deliver an unforgettable event.

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