Produced in partnership with Business Events Adelaide
With new hotel openings, airport upgrades, stronger international air access and growing capacity in sectors such as biomedical research, defence, agtech and cybersecurity, South Australia is positioning itself as a destination where business events can deliver far more than a packed ballroom.
Held in late March, Destination South Australia (DSA) remains Business Events Adelaide’s flagship annual showcase, welcoming 35 qualified business event decision-makers and media to Adelaide for a curated three-day hosted program.
The event gives delegates a direct look at the city’s leading business event venues and accommodation, and an opportunity for focussed meetings with business events suppliers and service providers.
DSA also showcased the broader delegate experience, inviting guests to venture beyond the city for an immersive day in either the Barossa Valley or McLaren Vale, reinforcing the accessibility, quality and distinctive appeal of South Australia’s regions as part of a wider business events offering.
Adelaide’s pitch is growing sharper and more strategic, increasingly presenting itself as a place where business events can tap into research, investment and sector expertise, says Business Events Adelaide CEO, Damien Kitto.
“It’s not all about tourism – the venues and the hotels are really important, but we’re actually judged on the business events we bring in by the economic tail,” Kitto says, explaining it’s the transfer of knowledge, research collaboration and investment.
That broader value proposition is especially relevant in a city undergoing significant investment and economic change. Kitto says the rise is fuelled by strong government backing, industry growth and attracting talent to support high-tech jobs and emerging sectors.
“We’re going through a huge economic boom here in Australia [and] we’ve got the greatest GDP growth [compared to]…any other state in the country… lots of high-tech jobs out there,” he says, calling it the reason that the state government has given Business Events Adelaide significant support, through bid funding and operating funding.
“So for that reason, Adelaide is really on the rise,” he adds, noting the additional $10 million invested recently to reinforce subvention opportunities through the South Australian Business Events Bid Fund.
That sense of movement is visible, with Adelaide’s accommodation offering expanding in 2026 and early 2027. New hotels include Treehouse Adelaide, Little National Adelaide and Crystalbrook Sam.
At the same time, connectivity is improving. Kitto said Adelaide is well placed when it comes to aviation access, with major investment already underway.
“Connectivity in Australia is significant, and Adelaide is right at the front of that. Adelaide Airport is actually going through a $600 million redevelopment at the moment that will continue to get better and better, and it’s already awesome,” he said.
There have also been increased direct services connecting Adelaide to international destinations. These include United Airlines’ direct flights to the USA and Qantas flying direct to New Zealand. That improved access matters, as ease of travel remains a key factor in conference and incentive planning, particularly for destinations seeking to strengthen their international profile.
Just as important is Adelaide’s ability to align events with knowledge-rich industry sectors. One of the clearest examples is SAHMRI, the South Australian Health and Medical Research Institute, located adjacent to Adelaide Convention Centre in the city centre.
The flagship research institute is home to more than 500 researchers, 175 PhD students and partners addressing some of the world’s most pressing health challenges. For suitable events, access to tours, expert speakers and richer engagement with the biomedical and research community can help create unique programs with greater intellectual and industry depth.
This extends beyond health and medical research. Other investments have also been made in facilities supporting agtech, AI, cybersecurity, defence, space and renewable energy, among others, broadening appeal for events aligned with those sectors. For associations, corporations and industry groups, that sector depth can become a deciding factor for events.
DSA is also designed to showcase Adelaide’s collaborative culture. Kitto said the event highlights how the city works together across government, industry and private enterprise to deliver strong outcomes for organisers.
“We are in a unique position, because I can absolutely assure you, no one else around the country reports directly into the Premier or into the chief operating officer of the Department of the Premier and Cabinet. So with that support, it is significant, and it’s easy to get support for you, cash and in kind, ultimately to deliver an incredible event.”
That collaborative approach is one reason DSA continues to carry weight. More than $36 million in future business was secured as a direct result of the event last year, underlining its value as a showcase and business development tool.
Business Events Adelaide notes the sector is worth more than $2.5 billion to the state, with benefits extending well beyond delegate spend to a much larger economic tail.
Not simply inviting organisers to visit, the region is inviting them to buy into a city on the move, where investment, connectivity, research capability and cross-sector collaboration are helping turn meetings and conferences into something larger, longer lasting and economically significant.
