The Adelaide Convention Centre has entered into a unique relationship with Suntec International Convention and Exhibition Services based in Singapore to strengthen its presence in that market.

Alec Gilbert, chief executive of the Adelaide Convention Centre stated “The growing economic influence of Asia and its rapidly developing meetings industry infrastructure is well known. There are many hundreds of associations and multi-national companies headquartered in the Asia-Pacific region that have the potential to hold their events offshore, and the Adelaide Convention Centre is determined to capitalize on this great opportunity provided by our closest international neighbours. By tying up a strategic relationship with Suntec – who also manages the Suntec Singapore Convention Centre – we will tap into a network that would have taken years to develop in other circumstances.

Suntec’s Pieter Idenburg (left) and Adelaide Convention Centre’s Alec Gilbert  ha

Utilising Suntec International’s sales and marketing representation will reduce the time to establish a brand presence in the market as it provides established expertise and cultural know-how for conducting business in Asia. In conjunction with our Sales team based in Adelaide, Suntec will operate as our extension in Asia.” Gilbert, chief executive of the ACC stated.

The move coincides with the recent announcement on the Adelaide Convention Centre extension project.

With construction due to start as early as September this year, Stage 1 will be completed in 2014 and Stage 2 in late 2016, doubling the size of the current facilities.

“Lead times in confirming events in our industry can be quite lengthy – up to five years, so it is crucial that we step up our efforts in attracting events from this market now” Gilbert said. “Certainly, the progressively increasing number of direct flights from Asia to Adelaide has allowed for better access to our State, partly eliminating at least one barrier. Major international airlines such as Qantas, Cathay Pacific, Malaysian Airlines and Singapore Airlines have been confident enough in Adelaide as an international destination to decide to extend/increase their operations here.”