Unlocking your business's potential during Adelaide's event season

Is your business prepared to seize the opportunity presented by the influx of visitors during the Adelaide Fringe, Adelaide Festival, WOMAD, and AFL Gather Round?

In 2023, these events attracted an estimated 359,000 visitors to South Australia. According to their respective economic reports, this impressive figure comprises approximately 45,000 attendees for the Adelaide Fringe, 60,000 for the Adelaide Festival, 55,000 for WOMAD, and 50,000 for the AFL Gather Round.

That’s a significant number of individuals seeking places to dine, grab a coffee, shop, stay, and explore.

While many of these visitors may be familiar with our state and its attractions, not everyone is. Visitors often struggle to keep up with the latest local hotspots and activities, relying instead on digital platforms such as Google Maps and TripAdvisor to curate their to-do lists based on popularity, ratings, and availability.

For businesses aiming to capitalise on the opportunities presented by these events, it’s crucial to ensure their online presence on tourist-centric platforms is up to date, showcasing current offerings with high-quality images and positive reviews to entice visitors and encourage spending.

Google Maps is a vital tool for travellers to locate nearby destinations, pulling information from ​‘Google Business Profile’, formerly known as Google My Business. The information on this platform must be accurate, with particular attention to:

• Ensuring your Name, Address, and Phone number are correct
• Selecting the appropriate business category
• Completing your profile with a well-written description, operating hours, links to social media profiles, high-quality photos, and special attributes such as parking availability and accessibility
• Supporting your offerings with ​‘social proof’ from platforms like Instagram and Facebook, ensuring regular posts of videos and images showcasing the best of your business

Learn how to setup a Google Business Profile here.

TripAdvisor is another essential platform that travellers often use to plan big-ticket destinations during their trips. If your business doesn’t have a profile, it’s recommended to create one. If you already have a profile, ensure it’s updated, following the same principles as mentioned above.

Learn how to setup a Trip Advisor account here.

Lastly, these platforms tend to prioritise businesses with high ratings. While providing a great customer experience is paramount, it’s also essential to encourage customers to leave positive reviews. This not only assures potential visitors of a good experience but also enhances your business’s visibility and reputation.