Our Story

Why South Australia?

Events of all sizes take place across the state. Adelaide, with its thriving Riverbank precinct and renewed venues such as the Adelaide Oval and the South Australian Aquatic and Leisure Centre, is an ideal setting for major events. The city can accommodate fans from around the world, but remains compact enough to be swept up in the excitement big events bring. Our regions host an impressive suite of events and festivals, allowing them to highlight their diverse assets and giving visitors an incentive to venture further.

We all know and love the wonderful madness of February and March, but events in South Australia go far beyond that. They take place throughout the year, and they’re run by people who enjoy what they do and are committed to enhancing their communities, promoting their regions and offering entertainment for locals and visitors alike.

South Australia is welcoming an unprecedented number of visitors, with our tourism industry worth more than ever before. Acclaim keeps coming, including recognition as one of Lonely Planet’s top five regions to visit in 2017. Events and festivals give visitors an incentive to plan their travel here and are a powerful way to tell our state’s story. This occurs not only through first-hand experiences, but via the extensive global media coverage our events receive. Whether you’re keen to stage, support or attend an event in South Australia, we welcome you.

What we do

Our role is to promote the state as a tourism destination and bring visitors to South Australia through securing, managing, developing and sponsoring major events. We also take a leadership role in the events industry. Our strong calendar of annual managed and sponsored events is complemented by one-off events, which usually have a high profile or involve a large number of participants. This approach ensures there is a balance of activity across the year – and that key venues, facilities and services are used.

Ahead of all bid applications Events South Australia establishes that the event is consistent with the South Australian Tourism Plan 2020. This links with the national Tourism 2020 and state strategies, and regional destination action plans.

Events South Australia manages six major events: the Santos Tour Down Under, Superloop Adelaide 500, Tasting Australia, Bridgestone World Solar Challenge, Adelaide Fashion Festival Presented by Mercedes-Benz Adelaide & Unley, and the National Pharmacies Christmas Pageant.

Our focus areas

We seek and support events that highlight South Australia’s strengths in areas including:

Arts and culture – Our arts festivals are renowned, and their audiences love South Australia’s culture of creativity.

Food and wine – Crucial industries for South Australia and an important part of our appeal to visitors.

Sport – Cycling and motorsport thrive in South Australia, as do a suite of other sports.

Vibrant city – Adelaide’s reputation as a world-class city offering a range of events and experiences continues to grow.

Innovation – South Australia is embracing new technologies and the opportunities they present.

Regional events – Our regional events calendar includes everything from long-running community celebrations to bold new festivals.