A Message from the Visitor Economy Team

Hi everyone,

Welcome to this edition! Spring is off to a strong start across Adelaide’s visitor economy, with major milestones including the opening of the Little National Hotel, 50 years of Rundle Mall (welcoming 52M+ visitors annually) and Adelaide Fashion Week just around the corner.

Looking ahead, we’re excited for the launch of SA’s exclusive MICHELIN Guide on 14 October, alongside major events including OzAsia Festival, Nature Festival and Adelaide Film Festival, as well as the launch of SATC’s nation-first ‘Travel For Nature’ initiative.

AEDA is also progressing new initiatives to strengthen Adelaide’s visitor economy, including the development of bookable experiences and precinct-based itineraries across the North Terrace Cultural Boulevard, positioning it as a destination in its own right. We’ve also recently connected with industry through the ATEC Roundtable, partnered on accessibility training for our visitor centre staff and volunteers, and launched a new edition of our Exclusive Offers Program to encourage high-value delegate and cruise passenger spending with local operators.

Read on for the latest news and updates from our team.

Best regards,
Gemma Nelson
AEDA Visitor Economy Team

Understanding New Sustainability Rules

New EU rules taking effect from 27 September 2026 will introduce greater requirements around environmental and sustainability claims. While the changes apply in the EU, they provide a useful prompt for Adelaide tourism businesses to review how sustainability is communicated across marketing channels and visitor touchpoints.

Explore what the changes mean and how to ensure your sustainability claims are clear, accurate and backed by evidence.

New Data Insight: Adelaide Visitor Mobility

Tourism Research Australia’s latest monthly mobility data offers a new lens on domestic visitation across Adelaide.

Explore the data alongside accommodation and other indicators to better understand visitor trends and how the city’s visitor economy is tracking.

Nominate a Tourism Export Leader

Know a South Australian tourism business or individual making an outstanding contribution to international tourism?

Nominations for the 2026 ATEC Tourism Export Awards are now open!

Submissions close 11 September.

Join Adelaide Fringe 2027

Adelaide Fringe 2027 is now open for event registrations, giving businesses, venues and creative organisations the opportunity to connect with audiences and be part of one of Australia’s largest arts festivals.

In 2026, Adelaide Fringe brought 1,684 events to 562 venues. More than $7 million was generated through Honey Pot touring deals and presentation opportunities, creating pathways for artists and organisations to extend their reach beyond the festival. 

Business Events Adelaide Partners with ICCA

A new partnership with ICCA will strengthen Adelaide’s presence in the global business events sector.

Business Events Adelaide will use the relationship to build new industry links -bringing more conferences, congresses and incentive events to the city.

Stay Informed About H5 Bird Flu

The South Australian Government continues to monitor H5 bird flu detections across the state.

Businesses operating near wetlands, parklands and wildlife areas should stay across the latest advice and ensure staff are prepared for any visitor questions.

Upcoming Major Events & Festivals

• AGSA Monet to Matisse: Defying Tradition (1 July – 8 November 2026)

• Bonython Park Super Carnival (4 – 13 September 2026)
• Unmasked African Festival (19 September 2026)
• City-to-Bay Fun Run (20 September 2026)
• Nature Festival of South Australia (25 September – 11 October 2026)

T 08 8203 7001
E tourism@aedasa.com.au
aedasa.com.au