The 3,000 top sales representatives from Perfect (China) Co. Ltd. will give Adelaide a welcome boost to its otherwise quiet period on the calendar this coming June.
In an announcement made simultaneously in Adelaide and Guangzhou, China, by the Adelaide Convention Bureau, this marks the third time Perfect China, a Chinese company that focuses on herbal health products, kitchenware and personal care products, has chosen Australia to host its large incentive group, and their first time to Adelaide.
This is the first time a large incentive group has visited South Australia from any Asian country.
Arriving in two groups on June 17-20 and June 24-27, the Perfect China incentive tour is expected to add AUD11.2 million (approximately USD8.5 million) to the state’s visitor economy and create and support 110 jobs within the tourism sector.
Over the coming months, an itinerary for two groups of 1,500 guests each will be compiled by the Adelaide Convention Bureau, working in conjunction with Perfect China’s agent based in Shanghai. The itinerary will include free time to enable the visitors to explore Adelaide at their leisure, which provides a fantastic opportunity for retailers and the overall hospitality industry.
According to Jay Weatherill, South Australian Premier, the State Government has invested an extra AUD70 million into promoting South Australia internationally and nationally, and the additional funding for Major Events and Conferences Bid Funds has seen their visitor economy grow to a record AUD6.2 billion – which is up a staggering AUD800 million from the previous year.
“Chinese visitors make up 10 percent of South Australia’s international visits, but an amazing 25 percent of international expenditure at just over AUD250 million,” said Weatherill.
Incentive tourism presents a massive opportunity for South Australia and the state governments to hit its AUD8 billion tourism target by 2020. Incentive visitor spend per day can go up to nine percent that of a leisure visitor, and almost double the daily average spend of a conference visitor.
In the last financial year, the Adelaide Convention Bureau won AUD210 million worth of businesses for the state, resulting in 220,900 bed nights for over 50,000 delegates. China is Australia’s fourth biggest market for international business events expenditure and third biggest in terms of international business events arrivals.
“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,” commented Damien Kitto, Adelaide Convention Bureau CEO.
“This outcome is a direct result of the close working relationships we have with The South Australian Tourism Commission and the City of Adelaide, and we’re looking forward to inspiring The Perfect China’s company’s top performers during their time in Adelaide.”
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