Business event visitors to South Australia are generating greater revenue than ever with the average daily spend substantially exceeding that of a leisure tourist. The average daily spend of a business tourist in South Australia is now $732 per day – up from $600 last year with the average delegate spending $ 3,660 in total.
The Adelaide Convention Bureau has released the outcome of its 2011 National Convention Delegate Study and the results are encouraging on many levels including the increase in the per day spend :
Key findings of the survey include:
Place of Origin: The largest representation of delegates was from the Eastern states (93.2%).
Duration of Stay: An average delegate stayed in Adelaide for 5 nights, with many opting to take in further regional touring activity either before or after the event.
Stay Outside of Adelaide: 28.6% of delegates extended their stay within South Australia pre or post attending the conference.
Places Visited in Adelaide: Over half of the respondents visited Rundle Mall (50.1%), Adelaide Central Markets (36.7%) and Adelaide Zoo (22.2%). Other places popular to visit were Adelaide Botanic Gardens, Glenelg Beach and the National Wine Centre.
Pre/Post Touring within SA: Those respondents who toured outside of Adelaide before, during or after their conference or business event visited a number of regional destinations, the most popular including; the Barossa ( 60%) , the Adelaide Hills (20.7%), and Kangaroo Island (18.3%).
Accommodation: 68.1% of national delegates chose to stay in a hotel during their conference attendance.
Importantly however, business events tourism also generates significant economic impact through incomes and employment in South Australia and improves Adelaide’s global business position and activity through business visitation and by creating global links for local companies and universities
Beyond the actual events attended, business events tourism also stimulates trade and investment interest in the city and wider state and contributes to the overall promotion of Adelaide South Australia as a tourism and business destination whilst supporting existing and promoting new investment in tourism infrastructure.
The Adelaide Convention Bureau’s Director of Sales and Marketing Martin Radcliffe said “the results are of course pleasing, especially as the Bureau has just delivered the best result in our history with a massive $112.4m economic impact for the 2010/2011 financial year from a total $2m budget*. Importantly, we’ve made massive inroads with the international market and we will see a marked increase in the percentage of dollars coming into the state from abroad in the future” he said.
* The Adelaide Convention Bureau is one of if not the highest returning (50:1 ROI) Bureau in Australia. Its operations are supported by the Government of South Australia, Adelaide City Council, membership and independent marketing activity.
In further detail, the study shows the average domestic convention delegate findings as follows:
Gender: 65.2% of domestic convention delegates were male and 34.8% female.
Age: The majority of convention delegates were aged between 30 – 39 with 23% of delegates in the 20-29 and 20% in the 40-49 year age group.
Work Status: 88.4% of domestic delegates were in full time employment.
Travel Party: 85.6% attended the conference alone. 15.4% of domestic composition delegates were travelling with colleagues / co-workers.
Duration: The average length of stay in Adelaide was 5 nights for non- Adelaide delegates.
Otherwise Visit: 68% of interstate delegates would not have visited Adelaide if they had not attended the conference.
Airline: 85.5% of delegates travelled by air. Qantas was the popular choice of airline with an average of 63.9% of delegates from states outside of South Australia choosing this airline. Virgin Blue was the second most popular.
Travel Class: Majority of domestic delegates travelled on Economy class airfares.
Hotel: 68.1% of domestic delegates stayed in a hotel. Amongst those that stayed in a hotel, 4 and 5 star hotels accounted for a total of 90.7%. 26.5% of delegates booked their accommodation through the conference organiser, whilst 28% booked directly through the hotel website.
Satisfaction: Overall satisfaction was rated as excellent or good by 96.6% of Adelaide as a domestic delegates for Adelaide as a conference destination including a 97% excellent/good rating for proximity of facilities and ease of ‘getting around’ .
In addition the following was recorded by domestic delegates:
81.2% rated Adelaide as excellent or good as a holiday destination
87.8% rated their Adelaide accommodation as excellent or good
81.8% rated Adelaide as excellent or good for recreational facilities
89.3% rated Adelaide’s restaurants as excellent or good