By Ian Williams
A trip to Adelaide has been chosen as the ideal incentive bonus for 3,000 top sales consultants from a major Chinese company.
The employees will be arriving in two groups in June for a three-day package tour – the first time a large-scale incentive tourism visit has been organised to South Australia from an Asian country.
Incentive tourists are notoriously big spenders, forking out up to nine times more than a leisure visitor and almost double the daily average spend of a conference visitor.
It’s estimated that more than $11 million be injected into the local economy over the three days.
The tour has been arranged by Perfect (China) Co. Ltd., a large Chinese company well-known for its herbal and personal care health products and kitchenware, to reward its top sales representatives.
Perfect China president Swee Lian Woo says he’s been very impressed by the attentiveness of the Australian organisers.
“We look forward to working even more closely in the coming months to create a memorable experience for our delegates, as well as a mind-broadening trip enabling cultural exchange,” he says.
The two groups will arrive on June 17-20 and June 24-27, with their itinerary put together by the Adelaide Convention Bureau in conjunction with Perfect China’s agent in Shanghai.
It will include ample free time for the visitors to explore Adelaide at their leisure to enjoy hospitality and retail experiences.
Damien Kitto, CEO of Adelaide Convention Bureau, says the Perfect China decision to choose Adelaide demonstrates the appeal of our city to one of our most important tourism markets.
“To win the opportunity to host this group, we had to demonstrate that Adelaide has a world-class offering, with the capability to host a program that will inspire Perfect China delegates,” says Damien.
“With Adelaide’s rich diversity of venues, premium produce, pristine natural wonders, all under a perfect climate, we are confident … that our beachside city will deliver an unforgettable event.”
Incentive tourism is an increasingly popular management tool to boost employee performance. The tour by Perfect China is expected to pave the way for similar trips by companies across China and South East Asia.
South Australian Premier Jay Weatherill says the visit shows that the state’s strategy of targeting high net worth individuals is working, which is great for local hotels and tourism operators.
“Chinese visitors make up 10 per cent of South Australia’s international visits, but an amazing 25 per cent of international expenditure at just over $250 million,” he says.
“The State Government has invested an extra $70 million into promoting South Australia internationally and nationally, and the additional funding for our major events and conferences bid funds has seen our visitor economy grow to a record $6.2 billion – which is up a staggering $800 million on the previous year.”