Experience Takes Centre Stage at ATE 2026

When the Australian Tourism Exchange arrived in Adelaide, the South Australia Showcase presented a rare opportunity to welcome more than 1,000 international buyers and give them a powerful taste of what makes South Australia such a compelling destination. Designed to celebrate the state’s Simple Pleasures, the event transformed Adelaide Oval into an immersive cultural experience, blending storytelling, performance, technology and place in a way that could only happen in South Australia. Novatech was proud to work alongside Village Gate, the South Australian Tourism Commission and Adelaide Oval to help deliver an unforgettable showcase that placed experience at the heart of the evening.

At the centre of the event was a striking 27-metre-wide LED screen, used initially as the main visual backdrop for formalities. As the evening unfolded, the screen became part of the story itself. In a carefully timed reveal, the LED screen transitioned to transparency before sliding apart, opening the space and drawing guests directly onto the iconic Adelaide Oval. The moment revealed Uncle Mickey, who welcomed guests onto the Oval in a powerful and deeply memorable opening. This use of technology was not about spectacle for spectacle’s sake. It was designed to support the storytelling, guide the audience journey and create a moment of genuine surprise and connection.

Following the reveal, guests experienced a performance by Australian Dance Theatre, before Electric Fields and the Adelaide Symphony Orchestra delivered a spine-tingling performance that became one of the defining moments of the evening. Together, these elements created a showcase that felt distinctly South Australian: creative, warm, ambitious and deeply connected to culture and place. The experience was further enhanced by thoughtful event design, carefully curated content and production elements that worked together to immerse guests in the story of the state.

For Novatech, the South Australia Showcase was a strong example of how event technology can be used creatively to elevate live experiences. From large-scale LED integration through to seamless technical execution, every element was designed to serve the story and enhance the guest experience. The result was an event that went beyond a traditional showcase. It became a lasting memory for those in attendance, offering international buyers a rare and emotional connection to South Australia. As always, experience is everything.

Credits

Novatech extends its thanks to Village Gate, South Australian Tourism Commission, Adelaide Oval, Andy Packer, Australian Dance Theatre, Adelaide Symphony Orchestra, Lush Lighting and Sperry Tents.

Photo & Video Credit: Frankie the Creative