In March 2025, Destination South Australia (DSA) hosted its first delegation of Indian corporate agents, who participated in a tradeshow alongside interstate agents at the Adelaide Convention Centre, before embarking on a post-familiarisation trip.
Interstate agents were shown around to business event venues and hotels in the city, as well as joined a fam to either the Barossa Valley or Adelaide Hills. Meanwhile, Indian corporate agents were brought on a separate fam and educational programme, with both groups coming together for showpiece occasions at Adelaide Oval and Morphettville.
Given that it was the first Australian visit for many of the Indian agents, they were introduced to a range of incentive experiences. These included viewing native Australian wildlife at Cleland Wildlife Park; exploring world-class wineries such as Seppeltsfield and Chateau Tanunda; enjoying a helicopter flight over the Barossa Valley; and go-karting at The Bend Motorsport Park. Another unique experience involved getting up close with lions during the Lions 360 encounter at Monarto Safari Park.
“This was the favourite part of the trip for many delegates, who said they couldn’t even get this sort of experience in Africa, so it was a surprise that it was on offer so close to Adelaide,” shared Business Events Adelaide’s CEO Damien Kitto.
“The Adelaide Oval, where Australia and India have battled each other on the cricket field, is a key product for this market. Another highlight for the delegates was doing the Roofclimb of the Oval, a site inspection of Oval Hotel, a behind-the-scenes tour and meeting former Australian Test cricketer Greg Blewett,” he added.
Kitto also detailed how the food offering was tailored throughout the fam. “Adelaide has a significant Indian community, and talented chefs from every region can provide authentic cuisine. Each of our venues ensured they showcased a menu tailored to suit groups from many regions of India.”
Vikas Mittal, director of Iris Global Vacations, said that the itinerary was “very well-designed”, with an “excellent selection of hotels, gourmet meals, and teambuilding activities”.
“Business Events Adelaide took the city beyond our expectations with their exceptional hospitality. Adelaide will be a regular feature in our upcoming itineraries for Australia,” he noted.
Kritika Kunden, general manager at Hyperlink Brand Solutions, agreed: “There were a lot of fun experiences we did not expect, and a lot of sights we had not seen before. Many of our clients are seeking new destinations and experiences, and I think that Adelaide ticks all the MICE checklists. The team at Business Events Adelaide has been extremely supportive, and I look forward to promoting Adelaide.”
When asked what the decision was behind inviting Indian corporate incentive agents for the 21st edition of DSA, Kitto told TTGmice that the market is a “new opportunity for South Australia”.
Still, Kitto emphasised that Greater China and South-east Asia remain Adelaide’s primary target markets for incentives and associations. To this end, Business Events Adelaide actively participates in Tourism Australia’s Greater China Showcase and will also undertake trade visits to Singapore, Malaysia, and Indonesia.
With more than 40 member exhibitors and 50 hosted guests, this year’s DSA was the biggest yet, with A$40 million (US$25.2 million) expected to be generated from attendees.
