Increase the value of our tourism sector from $5.2 billion to $6.3 billion per annum by June 2017 (on the way to our 2020 target of $8.0 billion).
Target achieved: the value of South Australia’s tourism sector grew 4.9 per cent to $6.3 billion in the year to June 2017.
Increase tourism direct employment from 31,000 to 36,000, on the way to our target of 10,000 additional jobs by 2020.
Target achieved: the latest data shows direct employment in the tourism sector was 36,700 in the year to June 2016, an increase of 5,400 on the June 2013 baseline.
Establish at least one new branded, 5-star plus accommodation in the Adelaide CBD.
Target achieved: the Adelaide Casino redevelopment has commenced, which will include a 122 room luxury hotel. Construction is proposed to start on the 5-star, $140 million Sofitel hotel in 2018.
Develop a reputation for service excellence and unique visitor experiences.
Target achieved: the SATC has funded the South Australian Tourism Industry Council (SATIC) to conduct Service Excellence training for tourism operators throughout South Australia. Between November 2016 and June 2017, 25 workshops were run which attracted over 500 participants.
Lonely Planet listed South Australia as one of the top five must-see regions for 2017.
The Kangaroo Island Wilderness Trail was launched in October 2016 and has since been announced by Lonely Planet as one of ten “best new openings” in the world for 2017.
Working Better Together
Leverage third party Brand equity to further distribute South Australia’s key marketing messages to all visitors through a wide range of partners.
In 2016-17 the SATC ran 24 national campaigns with 18 cooperative partners. Partners included Lonely Planet, Expedia Group and Virgin Australia.
Implement the updated Destination Action Plans and actively partner with each region to deliver Tourism 2020 outcomes.
The SATC continued to progress the 2015-17 Destination Action Plans with regional tourism organisations and their stakeholders. The Plans, which are structured to match the framework of the State Tourism Plan 2020, have been used by a range of regional tourism organisations in framing their strategic and business plans.
Supporting What We Have
Increase tourism expenditure in regional areas from $2.3 billion to $2.8 billion.
Target on track: Regional expenditure grew 7.4 per cent in the year to June 2017 to $2.6 billion.
Establish an international reputation for our premium food and wine experiences.
Target achieved: as of June 2017, South Australia is associated with “Good Food & Wine” by 49 per cent of the interstate audience, ranking second behind Victoria (54 per cent). South Australia is associated with “Credible wineries and wine regions” by 60 per cent of the interstate audience, well ahead of second placed Victoria at 44 per cent.
Adelaide became a member of the Great Wine Capitals global network in July 2016.
Enhance our thriving live music scene.
Target achieved: Live music in South Australia provides 4,100 jobs and a $264 million economic contribution to the state’s economy.
The annual Australian Independent Record Labels Association (AIR) Awards and concurrent Music Conference will be held in Adelaide for the next three years (2017-2019).
The State Government’s Live Music Events Fund has also enabled Music SA to repeat the success of Umbrella: Winter City Sounds, held from 14-30 July 2017.
Increasing the recognition of the value of tourism
Build on the current strong research program and make evidence based information available to increase the understanding of the value and relevance of tourism to our stakeholders.
The SATC continued to publish the International Visitor Survey and National Visitor Survey results on its corporate website. Eight infographics were produced to clearly communicate the survey results to a broad range of stakeholders.
In response to stakeholder feedback, the SATC developed a new publication to profile the type of visitors that come to South Australia from key domestic markets.
Increase the understanding of the value and relevance of tourism to our stakeholders through a varied program of corporate communications.
12 Tourism Champion videos and case studies released in 2016-17 to recognise businesses and events that highlight the importance of tourism to our state. On average, each video was viewed 549 times.
Total SATC PR coverage valued at an estimated advertising space rate of $128.92 million with a cumulative potential audience of 9.96 billion.
19 infographics distributed to our stakeholder database in 2016-17. The infographics page on the SATC corporate website received a total of 1,320 unique page views.
19 corporate videos produced to keep key stakeholders informed of important updates in the tourism space. On average, each video was viewed 578 times.
Using events to drive visitation
Attract two additional major events each year.
Target achieved: as at June 2017, 38 events have been secured through the Events Bid Fund. These events are forecast to inject more than $126 million into the South Australian economy. Events secured on multiple year agreements include:
- Adelaide Motorsport Festival (2015, 2016, 2017)
- ISPS Handa Women’s Australian Open (2016, 2017, 2018)
- Hybrid World Adelaide (2017, 2018)
Attract 78,000 conference delegates to the Adelaide Convention Centre, generating 312,000 bed nights.
Target achieved: as at June 2017, confirmed bookings at the Adelaide Convention Centre for the period Jan 2015 to Dec 2017 are 107,758 visitors and 535,435 bed nights.
Further enhance South Australia’s position as the cycling state.
Target achieved: the economic impact from the Santos Tour Down Under reached a record $56.5 million in 2017.
The State Government is investing $1.5m to turn Mount Lofty and the surrounding Adelaide Hills into a world-class mountain biking destination.