Business Events Adelaide has appointed Amanda Pelvay as associate director of partnerships, UK and Europe, a newly created role designed to accelerate the convention bureau's push into international markets. Pelvay will operate from London, building relationships with agencies and corporate clients to direct more conferences, incentive travel, and business events toward South Australia.
Pelvay joins from Pan Pacific London, where she helped establish the hotel in the luxury meetings and events segment and developed strategic partnerships with global agencies. She brings more than 12 years of experience across conferences, incentive travel, and business events in the UK, Europe, and North America. Originally from Adelaide, she has built her career in London since 2013.
"There's something really special about having the opportunity to represent my home city in a market where I've spent so much of my career," Pelvay said. "Even having grown up in Adelaide, I've discovered so much more about what the city has to offer the business events and incentives sector since I started researching for this role."
A four-continent footprint
Pelvay's appointment is part of a wider expansion. Frances Iacono has also joined as associate director of partnerships, North America, based in New York City. Iacono, who also hails from South Australia, has more than 20 years' experience delivering conferences, corporate events, and strategic business events across Australia. The two roles complement the bureau's existing resources in Australia and Asia, giving it on-the-ground presence across four continents.
CEO Damien Kitto said the hires reflect the organisation's ambitions to position Adelaide as a tier-two destination of choice. "These additional resources will ensure we can be proactive in attracting prominent business events and corporate incentive groups from North America and Europe."
What Adelaide is selling
The city's proposition leans on accessibility and depth. The Adelaide Convention Centre sits within walking distance of more than 4,000 hotel rooms. Adelaide Airport is roughly 15 minutes from the CBD. For incentive programmes, the Barossa Valley, McLaren Vale, and Adelaide Hills wine regions are within easy reach, offering pre- and post-event experiences.
Pelvay pointed to the city's sector strengths as key selling points. "It's such a compact and accessible city, but there's also real depth to the proposition, from its strengths in AI, space, defence and health and medical research to its sporting credentials and incredible food and wine. There are so many different stories to tell, and I'm really looking forward to taking those out to the UK and European market."
Wider international activity
Business Events Adelaide is also stepping up its international reach through a new partnership agreement with the International Congress and Convention Association (ICCA). The bureau said it is one of only 12 such partnerships globally, providing access to association leads and market intelligence to support efforts to attract high-value international congresses.
The international push follows Adelaide being named among the world's top three emerging international business travel destinations by American Express, a ranking that strengthens the bureau's case when speaking with event planners abroad.
Why this matters for hospitality and events professionals
For event planners and incentive travel specialists in the UK and Europe, Pelvay's appointment signals a direct, on-the-ground contact point for exploring Adelaide as a destination. Her established network in the London market and deep knowledge of the city's venues, wine regions, and sector strengths means faster, better-informed responses to RFPs and site selection queries. The bureau's expanded presence across four continents also suggests South Australia is investing seriously in competing for international association congresses and corporate incentive groups - a development worth watching for those managing global event portfolios.
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