June will be a milestone month for Adelaide, when the city welcomes its first large-scale incentive group from Asia.
Perfect China, a health and personal care direct selling company, will bring 3,000 of its top sales representatives to Adelaide in two batches; the first from June 17-20; the second June 24-27.
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A first for Adelaide, the Perfect China incentive will add A$11.2 million (about US$8.6m) to the state’s visitor economy and create and support 110 jobs within the tourism sector.
The Adelaide appeal
“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,” says Damien Kitto (right), CEO of Adelaide Convention Bureau, which secured the bid.
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“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 programme 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.”
Milestone success
“Congratulations to Adelaide Convention Bureau in winning this bid,” says Andrew Hogg (left), regional general manager of North Asia, Tourism Australia. “The 2017 Perfect China Success Trip is not only one of the largest incentive win from Greater China for Australia but also the largest ever MICE programme for Adelaide Convention Bureau.
“Securing this major initiative has been the result of the tremendous partnership between Adelaide Convention Bureau, Tourism Australia, South Australian Tourism Commission, local governments and various service providers.”
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Perfect China president Swee Lian Woo (right) echoed Hogg’s praise, saying: “We are very impressed by the attentiveness of Adelaide Convention Bureau, Tourism Australia and South Australian Tourism Commission.”
“Designed to recognise the extraordinary performance of our delegates, I am confident that the incentive programme in Adelaide will offer a great opportunity for them to learn and communicate.
“Perfect China has always been advocating civilized travel and received many favourable comments from the destinations. We look forward to working even more closely in the coming months to create a memorable experience for our delegates, as well as a mind-broadening trip enabling cultural exchange and propagation of civilization,” says Swee.
In the last financial year, ACB won business worth A$210m of economic benefit for the state, which included visitation by over 50,000 delegates and 220,900 bed nights for the city.
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State gains
The South Australia Government has invested an extra A$70 million into promoting the state internationally and nationally, according to Jay Weatherill (left), premier of South Australia.
“Additional funding for our Major Events and Conferences Bid Funds has seen our visitor economy grow to a record $6.2 billion, which is up a staggering $800 million on the previous year,” he added.
Weatherill says Chinese visitors make up 10 per cent of South Australia’s international visits and 25 per cent of international expenditure at just over $250 million.
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“This shows our strategy of targeting high net worth individuals is working and is great for our hotels and tourism operators across the State,” he said.
