Organisation Profile
Issue No. 2 - September/October 2001
acta means business. Adelaide convention and tourism authority
Adelaide is the most efficiently marketed convention destination in Australia according to latest industry figures, and the body responsible for marketing the city and the State to the meetings industry wants business cooperation to exploit a hard-won advantage.
A change of leadership and emphasis at the misleadingly named Adelaide Convention and Tourism Authority (ACTA) has brought about a sharper focus on its real priority, bringing delegates to conventions and meetings in Adelaide.
“ACTA is now a strong organisation,” declares new CEO Martin Winter, who took over in August, 2000, returning to Adelaide after working in London and South America. Martin describes himself as “one of the guys who came home”.
“I’m pleased I did, it’s a great place to live – but that should not be confused with why people would want to visit here,” he says expressing the pragmatic attitude he’s brought to the organisation.
ACTA receives funding from the State Government, the City of Adelaide and more than 400 members including suburban councils. The funding ratio is about 60:40 public to private. A prominent and effective board of 14 members led by chairman Glenn Cooper (Coopers Brewery) and vice chair, Phil Baker (Adelaide Airport Ltd) offers good support and clear direction.
Martin leads a staff of 14: two leisure tourism marketers, eight meetings industry marketers and three support staff. ACTA generates important tourism literature, including the Adelaide Visitor Guide (2002 edition under construction) and performs numerous other functions, such as distributing information kits to arriving cruise ship passengers. But its most important task is connecting interstate and international buyers to local sellers. It scouts the world identifying meetings, wins them for South Australia, then coordinates members and venues who stage the events.
ACTA’s team is results-focused, having se...
