Destination spotlight
Adelaide
Holly Patrick journeyed down to South Australia’s charmingly compact and effortlessly cool capital, Adelaide, a city brimming with delectable experiences.
Surrounded by luscious green parkland, the one-square-mile city of Adelaide is a culturally cool and compactly designed pocket of South Australia that is packed full of event inspiration. Beyond the boutique city limits, world-renowned vineyards populate the Adelaide Hills, sandy beaches hug the shoreline and unique wildlife can be spotted in the eucalyptus trees.
Australia remains a far-flung, aspirational incentive destination for the UK market. “If you can deliver an event in Australia, your guests will be captivated for life,” explains Alex James, managing director of brand experience agency Søster. And while it may feel like a million miles away, Adelaide is easily navigated in as little as 21 hours, with just two flights.
Singapore Airlines. Adobe Stock
Singapore Airlines. Adobe Stock
Singapore Airlines flies four times daily from London Heathrow to Adelaide, connecting in Singapore Changi Airport, recently voted one of the world’s best airports. At four months, the airline has one of the longest and most comprehensive cabin crew training programmes on any airline, and it shows. Singapore Airlines flies to seven Australian destinations including Melbourne, Sydney, Perth and Cairns, making it simple to coordinate additional destination stops.
“Long-haul should be looked at through the lens of an investment to do something unique and life-changing for the guests,” adds James. Adelaide airport is less than six kilometres from the city centre, taking just 15 minutes from the arrivals terminal to one of Adelaide’s 180 hotels and more than 10,000 rooms across the central business district, 5,000 of which are within a five-minute walk of the Adelaide Convention Centre.
"Delegates can unwind with guided nature walks and wine-tasting tours in the Adelaide Hills..."
Check-in
In 2023, Adelaide witnessed the opening of impressive hotel brands such as TRYP by Wyndham and Vibe Hotel, and the multi-million-dollar refurbishment of Hotel Alba. May 2024 saw the opening of the A$200 million Marriott Adelaide at the repurposed General Post Office.
Cricket lovers and anyone who enjoys luxury yet intuitive design should check into the Oval Hotel in the legendary Adelaide Oval cricket stadium. Setting a new benchmark for boutique hotels in Adelaide, the 138-room property wraps around the eastern façade of the beloved stadium, seamlessly interfacing with the existing structure.
The Oval reception. Tourism Australia
The Oval reception. Tourism Australia
A short drive east of Adelaide, up in the Adelaide Hills you'll find the Mount Lofty Estate, home to Mount Lofty House, a boutique 30-room designer hotel with panoramic views over Piccadilly Valley in the Adelaide Hills. Its extensive range of on and offsite experiences means delegates can unwind with guided nature walks, wine-tasting tours in the Adelaide Hills, or spa treatments at the onsite spa.
Sequoia Lodge, a collection of 14 luxury, adult-only, individual suites also sits on the Mount Lofty Estate. Each open-plan suite boasts valley views from the sunken lounge, bedroom, and bathroom, recently enjoyed by the likes of Sir Paul McCartney and Novak Djokovic.
“Australia has always been a leading lifestyle destination which connects well with creating a transformative experiential incentive,” adds James.
Sequoia Lodge
Sequoia Lodge
Arrival drinks and canapes at Mount Lofty House.
Arrival drinks and canapes at Mount Lofty House.
Business event networking reception at Mount Lofty House.
Business event networking reception at Mount Lofty House.
Mount Lofty House.
Mount Lofty House.
Sequoia Lodge with Mount Lofty House tucked behind the trees.
Sequoia Lodge with Mount Lofty House tucked behind the trees.
“Adelaide Oval has a ‘yes’ attitude”
Meet Adelaide
Although renowned as Adelaide’s premier destination for major cultural and sporting events, Adelaide Oval plays host to just 35 game days each year, which means incorporating the stadium into your event is as simple as chatting to the Adelaide Oval events team about what’s possible. “Adelaide Oval has a ‘yes’ attitude,” explains Emily Stearne, senior events manager at Adelaide Oval. "The greatest thing about Adelaide Oval is that we often work with Australian Football League and Australian cricketers, so we're used to having to diversify and work with people to meet their needs.”
Kellie Howard, director of sales at Adelaide Oval runs out of the tunnel onto the pitch. Tourism Australia.
Kellie Howard, director of sales at Adelaide Oval runs out of the tunnel onto the pitch. Tourism Australia.
From cocktail receptions on the rooftop terrace for up to 1,500 guests, to breakfast meetings on the cricket pitch and banquet gala dinners for up to 550 guests in the Ian McLachlan Room overlooking the pitch, Adelaide Oval is just one of many amazing venues in the region. Event welcome signage and branding can also be personalised by utilising Adelaide Oval’s super screens and ribbon boards. For the adventurous, scaling the stadium is also an option for groups with the RoofClimb Adelaide Oval. Howzat for a unique coffee break activity?
Dreamtime attendees enjoy breakfast on the Adelaide Oval pitch. Tourism Australia
Dreamtime attendees enjoy breakfast on the Adelaide Oval pitch. Tourism Australia
Just a 10-minute stroll from Oval Hotel, the Adelaide Convention Bureau sits on the banks of the River Torrens. It recently became Australia’s first convention centre to receive the EarthCheck’s Master status – a 15-year commitment to best practices in business and environmental sustainability.
Adelaide Convention Centre lit up at dusk. Adobe Stock
Adelaide Convention Centre lit up at dusk. Adobe Stock
ACC boasts 2,000 sqm of flexible event space, divisible for 50-person board meetings or 3,000 delegates gala dinners and all meeting types in between. Staying true to Adelaide’s foodie reputation, ACC has developed the Honest Goodness menu emphasises minimal intervention foods, conscious reduction of processed elements and unwavering commitment to ‘house-made’.
Dreamtime delegates run onto the Adelaide Oval pitch. Tourism Australia
Dreamtime delegates run onto the Adelaide Oval pitch. Tourism Australia
Experience Adelaide
"Adelaide is a destination set amongst beautiful parkland,” Business Events Adelaide CEO, Damien Kitto explains. “We’ve got everything here in Adelaide, we’re the seafood capital of Australia, we produce world-renowned wine, and we’re a clean, green accessible destination.”
Whether you’re considering Adelaide for a conference, exhibition or incentive, its compact size means numerous incredible experiences are no more than an hour in any direction from the city centre, beginning at the Cleland Wildlife Park in the Adelaide Hills. Here groups can meet Mandy the koala bear and feed friendly kangaroos and emus under the guidance of a park ranger, because have you really been to Australia if you haven't admired its unique wildlife?
UK buyer Sherine Daniels meets Mandy the koala. Tourism Australia
UK buyer Sherine Daniels meets Mandy the koala. Tourism Australia
A tour of Jerlique Farm provides a unique way to understand Adelaide’s beautiful flora. For more than 35 years, Jerlique Farm has pioneered biodynamic skincare by growing, harvesting, producing, and selling its products on a farm in the Adelaide Hills. Here, groups can learn about holistic and conscious beauty; see, touch and smell the growing ingredients that go into the Jerlique product range, and sample the end product at the onsite spa.
Dreamtime delegates enjoying a tour of Jerlique farm. Tourism Australia
Dreamtime delegates enjoying a tour of Jerlique farm. Tourism Australia
UK buyer Sherine Daniels gets hands-on at Jerlique farm. Tourism Australia
UK buyer Sherine Daniels gets hands-on at Jerlique farm. Tourism Australia
Curious Kangaroo at Cleland Wildlife Park. Tourism Australia
Curious Kangaroo at Cleland Wildlife Park. Tourism Australia
The drying room at Jerlique. Tourism Australia
The drying room at Jerlique. Tourism Australia
Meeting emus at Cleland Wildlife Park. Tourism Australia
Meeting emus at Cleland Wildlife Park. Tourism Australia
Sip Adelaide
Did you know Adelaide is one of the 11 Great Wine Capitals of the World? You're spoilt for choice with 3,250 vineyard owners, 680 wineries and 340 cellar doors – 200 of which are within an hour's drive of the capital city of Adelaide.
Seppeltsfield Wines
Located on the ‘Western Ridge’ of the Barossa Valley, Seppeltsfield is set on 420 acres of ancient vineyard, gardens and heritage-listed architecture and can offer a range of on-site group experiences from a ‘taste of history tour’ in the 1878 Centennial cellar, through to fun vineyard tours on a Segway.
Tourism Australia
Tourism Australia
The Louise
Fresh from a multi-million dollar makeover, The Louise, one of the Luxury Lodges of Australia, is nestled in the chic countryside hamlet of Marananga and offers exquisite event spaces, private villa-style suites, world-class dining at Appellation for up to 40 guests, and access to a ‘backstage pass to the best of the Barossa’.
D’Arenberg Cube
The iconic d'Arenberg Cube is a five-storey multi-function building set among Mourvèdre vines. The building has the optical illusion of floating in a vineyard, each level with views overlooking the rolling hills of the Southern Mount Lofty Ranges. Inside is a cellar door, a casual restaurant, and numerous artworks.
D'Arenberg Cube vineyard and cellar door, McLaren Vale, South Australia. Tourism Australia
D'Arenberg Cube vineyard and cellar door, McLaren Vale, South Australia. Tourism Australia
Penfolds Magill Estate
Penfolds Magill Estate is a must-visit for incentive groups exploring the city of Adelaide. Nestled in the foothills just 15 minutes from the city, this Ultimate Winery Experiences of Australia property was established by the Penfold family in 1844.
Penfolds Magill Estate. Tourism Australia
Penfolds Magill Estate. Tourism Australia
Groups can delve 20 metres underground into the drives, a series of tunnels excavated by hand at the turn of the century to create the perfect environment for cellaring wine. The drives are now used as a private dining space for groups, who can indulge in a bespoke menu surrounded by thousands of bottles of the winery’s finest wines.
Cellar 20 can accommodate 140 guests on one long table, or the adjacent tunnels can be used for an intimate gathering of 20 guests.
“Diners at Restaurant Botanic can expect to indulge in epicurean ecstasy”
Taste Adelaide
Already boasting three Hats (equivalent to Michelin stars), diners at Restaurant Botanic can expect to indulge in epicurean ecstasy.
Restaurant Botanic chef Justin James. Tourism Australia
Restaurant Botanic chef Justin James. Tourism Australia
Fittingly, Restaurant Botanic found its home in an elegant heritage rotunda in the stunning 51-hectare Adelaide Botanic Gardens.
Before diners sit down to a 26-course tasting menu, which can include ants, kangaroo and crocodile, executive chef Justin James will take them on a ‘mini holiday’ through the botanic gardens to see, smell, touch, and taste some of the ingredients Chef works with.
His menus personify fine dining and include inventive and sumptuous dishes like scallops with Kakadu plum and finger lime, wagyu on a pine branch with Illawarra plum and eucalyptus, and saltbush and mountain pepper flatbread.
Restaurant Botanic. Tourism Australia
Restaurant Botanic. Tourism Australia
The boutique dining experience, with the option of exclusive hire, is ideal for smaller groups and will undoubtedly add an unforgettable element to any programme.
Restaurant Botanic in the Heritage Rotunda in Adelaide Botanic Gardens. Tourism Australia
Restaurant Botanic in the Heritage Rotunda in Adelaide Botanic Gardens. Tourism Australia
Restaurant Botanic oysters with botanic curry and myrtle buds. Tourism Australia
Restaurant Botanic oysters with botanic curry and myrtle buds. Tourism Australia
Marron cooked in botanic leaves with brown butter, lemon myrtle and chilli. Tourism Australia
Marron cooked in botanic leaves with brown butter, lemon myrtle and chilli. Tourism Australia
Tourism Australia
Tourism Australia
Fallen bunya branches with native thyme and wattle seed. Tourism Australia
Fallen bunya branches with native thyme and wattle seed. Tourism Australia
Ask the expert
Selina Sinclair, CEO of REALM Events
What is Adelaide like as a destination for incentive travellers?
‘Unique’ is a word that you feel when you experience Adelaide. Adelaide is something of a hidden gem; not everyone knows about it, but it has so much to offer.
It has all the infrastructure and high-quality venues expected of a modern city but has retained its boutique charm. It is perfectly placed to create a bespoke and unique Australian experience for groups large, medium or small due to its size, its proximity to a range of exceptional and high-quality experiences and its connectedness.
Because Adelaide is a boutique city, there is strong alignment between suppliers, and with Government and other officials, ensuring a complete experience, from airport to airport and everything in between. You can do pretty much anything you want – you just have to ask.
Curated, ‘off menu’ experiences such as closing off a street or a beach to host a private dinner, are the hallmark of the flexibility and attention to detail that Team Adelaide can offer corporate incentive groups. Those looking for a unique, affordable, and sustainable destination they will find everything they need in Adelaide.
Is it worth the long trip for those travelling from afar, such as the UK?
Once here, everything is close at hand. The airport is 15 minutes from the central business district. Once in the city, business event venues, luxury hotels, cultural and sporting institutions, universities, and innovation precincts are all within easy walking distance within a flat, city in a park environment.
Delegates can enjoy a safe, relaxed and green city – along with a Mediterranean climate – as well as the freshest food in world-class restaurants that spill out onto city streets and laneways.
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