Australia Updates

China’s lucrative incentive market pays dividends for Adelaide

Government support sees burgeoning incentive travel business in the South Australian capital.

Adelaide recently welcomed 750 top sellers from Joymain, one of China’s largest science/tech and direct selling companies.

The five-day tour, which took place in June, comes of the back of hosting 3,000 Perfect China employees in June, 2017 – Adelaide’s largest-ever incentive programme.

Adelaide Convention Bureau CEO, Damion Kitto, says interest in South Australia is at an “all-time high”.

“We recognise that beyond the immediate economic benefits realised by the tour itself, Asian incentive tourism represents a massive opportunity for the state from return visits with friends or family by group delegates as well as the chance for trade and investment by the host company.”

Kitto says the bureau is working with the State Government to attract more and larger groups.

Joymain director, Ben Fang, says there were two reasons for choosing Adelaide as the destination for its event.

“First of all, the follow-up and assistance provided from the Adelaide Convention Bureau is the most important reason for us. Second, the comprehensive cooperation of the local government of Adelaide includes the Governor, the state government, the city hall and many other aspects.”

He adds: “Although Adelaide is a boutique destination, it has excellent resources for business events, such as the Adelaide Convention Centre, activities in the winery, and the Adelaide Oval rooftop climb. Personally, I think Adelaide is a great destination suitable for direct selling incentive events. I hope Joymain will return to Adelaide again soon.”

The 750 pax incentive travel group was Adelaide’s largest single incentive group visit in one wave, and is the second time the company has visited Australia, following a 2015 visit to Sydney.