South Australia was at the heart of the national tourism industry last week, with thousands of delegates from across the world descending on Tourism Australia’s Australian Tourism Exchange
2026 (ATE26).

The centrepiece of the week-long tradeshow was the South Australia Showcase, hosted by the South Australian Tourism Commission (SATC).

Designed to bring together the best of the state’s produce, entertainment and hospitality, it was naturally hosted at its most iconic venue – Adelaide Oval.

“The South Australia Showcase was the embodiment of what’s possible when an organisation collaborates with events professionals and our team to unlock the best of our venue,” said Jo Thomson, Adelaide Oval General Manager Sales & Partnerships. 

“When we’re brought into the creative process for a corporate event, we get a clear understanding of what the host organisation wants guests to think and feel about them,” she said.

“We can then translate that into an experience, working with events professionals to help them understand how best to bring our venue to life.”

For the South Australia Showcase, that meant allowing access to the one area usually off-limits at Adelaide Oval – its hallowed turf.

“The vision was to make Adelaide Oval feel intimate and special, to share this place that South Australians treasure with guests from around the world,” Jo said.

“We worked with the client to completely transform our stadium concourse into a place of warmth and light, invited guests onto the turf to experience Indigenous culture and music, and then walked them through to a uniquely South Australian dining experience.

“When used in this way, Adelaide Oval becomes a canvas on which anything’s possible – and that makes a real impact for associations or companies looking to leave a lasting impression on their guests.”

For more information, visit adelaideoval.com.au/functions