Summertime in South Australia promises a brilliant blend of buzz, enjoyment and spending that will boost our tourism industry, local business and employment opportunities.

The season brings together a fantastic mix of sporting and arts events and festivals, creative new holiday marketing campaigns and plenty to see and do for visitors from home and beyond our borders.

It is a tribute to people in teams and organisations across the industry spectrum that South Australia has achieved so much in the past year despite a tough and competitive international environment.

As the 2009 year concludes, I acknowledge the hard work of operators and businesses, many of which were honoured at this year’s SA Tourism Awards, and the many teams of staff and volunteers who contribute through organisations, associations and forums to add real value to our industry.
 
I particularly acknowledge the leadership of Andrew McEvoy and the SA Tourism Commission Board and staff for spearheading our achievements and marketing efforts. Andrew’s new post as Managing Director of Tourism Australia is a testament to his achievements and calibre as a leader in a tough and competitive industry.

The year the industry celebrated a new milestone with the establishment of the SA Tourism Industry Council. I am delighted that 25 places at the Tourism Round Table are now available to SATIC members, enabling a wider section of the tourism industry to be heard at this important forum.

Our stronger focus on aggressively marketing South Australia’s brilliant blend of events and attractions is now very evident, both here in SA and in our key interstate markets.

The Recharge Getaways campaign to attract South Australians to holiday in our own backyard is now up and running. This is part of our $7.8 million national investment to strategically market the State across Australia. By taking a more strategic approach to developing media and trade partnerships, our local and interstate campaigns, which include Recharge Getaways and Isn’t It About Time are effectively worth more than $14 million.

However, as industry members know only too well, a successful strategy to lift visitation and increase yield requires a sound mix of investment, collaboration, sustainability and focus on effectively meeting what our target customers are seeking.

That is why this summer and the New Year includes a kaleidoscope of flagship events and attractions. 

Events such as the Adelaide Fringe, Adelaide Festival of Arts and WOMADelaide will kick start the New Year.

In addition, sporting events include the World Tennis Challenge, with John McEnroe, who has won the Grand Slam 17 times as a headline player. There is also the MTBA Australian Mountain Bike Championships, Clipsal 500 Adelaide and International Rugby Sevens Adelaide. And of course we have our Santos Tour Down Under which has firmly established South Australia on the international UCI ProTour cycling map, with Lance Armstrong and Cadel Evans among the 2010 draw cards.

Summertime regional events include the Port Lincoln Tunarama, Crush 10 – Adelaide Hills Wine and Food Festival and Barossa Under the Stars.

Clearly events are good for jobs, the industry and our city and regional economies. For example, this year’s Adelaide Fringe generated $27 million in economic impact for SA and attracted more than a million attendances, including an estimated 29,000 interstate and overseas visitors. The 2009 Tour Down Under injected $39 million into our economy, while more than 36,000 people came here from interstate or overseas to watch the event.

So summertime promises more benefits for tourism and SA. Thank you for your contributions during 2009, and I wish you a rewarding summer season, a peaceful Christmas and a prosperous New Year.

Sitting, contemplating my last column for Industry Brief, the temptation is to outline all of the things we have achieved in just under three years while I was here. But that would be indulgent. I’d prefer to outline all the things that could happen in the next few years to make SA great (in my view).

To achieve success, the SATC and industry has to do everything right, all of the time to make an impact. That is because we remain one of the toughest States to market given consumer perception, we have less access than is optimal and are yet to fulfil our promise with regard new tourism accommodation and attractions. And this is despite some fantastic and ongoing work to address these issues – there is still more to be done. It’s a tough ask.

Do everything right all of the time. Even Tiger Woods struggles with that. But it’s the benchmark for challenger brands or destinations. We need to be clever and committed.

 So what would a perfect SA look like in 2014? The $6.3 billion would have been reached given the mix of:

* More higher yielding consumers coming to the State for our brilliant blend of culinary tourism, up close and personal experiences with nature, events, conferences, education travel and the like.

* A profitable and larger group of tourism operators who are making money and need to employ more people.

* 1200 new beds in Adelaide including the new 308 room Crowne Plaza Adelaide, the 267 room Majestic Hotel in Hindley Street; a new east end boutique hotel and a Grange Hotel on the site of the Adelaide GPO – 160 rooms, six star.

* Footy played at Adelaide Oval - as part of a precinct that includes a revamped Convention Centre, Festival Centre, more retail and restaurant space and an attraction like sound, light and dancing water on the Torrens;

* Further enhancement of North Terrace, Victoria Square and Victoria Park. An interactive observation deck or area for Adelaide that gave first time visitors a sense of place in our city with aspect to the hills and the coast;

* More wine country accommodation including some added scale in the Barossa, McLaren Vale and Clare Valley. Greater use of the Naracoorte Caves World Heritage Area and its proximity to the incredible Coonawarra and building of the interest in Australia’s imminent first saint, Blessed Mary MacKillop, who began her life’s work in Penola;

* Further enhancement of SA’s reputation for high quality up close and personal encounters with nature on Kangaroo Island, the Flinders Ranges and Outback, Eyre Peninsula and Yorke Peninsula;

* Continue the most consistent and rewarding events calendar in Australia with a focus on the arts, motor sport, mass participation events - complimented by music, food and wine;

* More and better access from key hubs such as Melbourne, Sydney and Brisbane; from key international carriers including Emirates, V Australia, Thai Airways and AirAsia X, along with our great current partners Singapore Airlines, Malaysia Airlines, Cathay Pacific, Air New Zealand, Qantas Airways, Jetstar, Virgin Blue and Tiger Airways.

* A thriving cruise ship industry with at least four, high end, 400-600 berth ships “home porting” in Adelaide – even coming up the Port River into the historic town of Port Adelaide.

And much, much more (space will not allow).

Essentially, SA will be well on the path to fulfilling its potential. And it will be driven by great people – such as John Culshaw, Ian Drummond and Tim Langmaid, Joel and Sarah Hirsch; Grant Hunt and Charlie Carlow; Rodney and Regina Twiss; Bob Foord, Ben Mead, Gemma Foord, Drew and Penny Kluska; Jim and Helen Carreker and many others – people who are entrepreneurial and back SA as a destination. I hope to add some value from Sydney, thanks for having me on the show.

*Andrew McEvoy leaves the SATC on December 24, 2009 to take up the role as Managing Director of Tourism Australia.

As Scott Hicks’ new movie The Boys are Back plays in cinemas around the world, the international media continue to rave about the beauty of the film’s setting – South Australia.

The movie, starring Clive Owen, was shot in locations around Adelaide and the Fleurieu Peninsula, and showcases the beauty of our State’s landscapes to a global audience of movie-goers.

"Thanks to Scott Hicks and the support of the South Australian Film Corporation, The Boys Are Back is not just an excellent movie, but also a boost for our State’s tourism industry," Premier Mike Rann said.
 
"In the US, where the film has already been released, media across the country are raving about the beauty of its South Australian setting."

During a television interview with Ellen DeGeneres last month, Clive Owen called South Australia “stunningly beautiful” and said his family considered it the “best place they’ve ever been.

"There’s such a sense of space and wildlife and amazing beaches," Clive Owen said.

In its review of The Boys Are Back, the LA Times said that "the lush look of South Australia's sweeping vistas, manicured vineyards and solitary beaches... makes you want to book a trip", while The Philadelphia Enquirer simply said "Scott Hicks... has set The Boys Are Back in some of the most stunning countryside on the planet".

"The State Government, through the South Australian Tourism Commission, is taking advantage of this wonderful opportunity through marketing activities in some our largest international markets – the US, UK and Germany," Mr Rann said.

"Capitalising on South Australia’s reputation as a great location for filming, a movie page is being developed for our website, southaustralia.com, informing people where films and TV series, such as The Boys are Back, have been shot and suggesting ways to experience those regions."

The film was shot at various locations across the Fleurieu Peninsula including McLaren Vale, Kangarilla, Willunga, Aldinga and Myponga. 

Fleurieu Peninsula Regional Tourism Manager Roz Becker said the film highlights the diversity of the Fleurieu Peninsula’s natural wonders.

"From the magnificent rolling hills of the lower Mt Lofty Ranges to the endless sandy beaches – it would be hard not to fall in love with the scenery featured," Ms Becker said.

"The film has already been well received overseas with rave reviews in magazines and online, and even receiving an eight-minute standing ovation from the audience at the Toronto International Film Festival."

The Boys Are Back location manager Sarah Abbey said it was a refreshing change filming on the Fleurieu Peninsula.

"People are always heading north to try and capture that rugged, semi-outback look so it is really refreshing to head down south, especially in winter time when everything is so green," she said.

"I always knew I was going to find something in the Fleurieu Peninsula. The Myponga Hills are beautiful at different times of the day with great valleys with ancient gum trees, the beaches are secluded, the area is visually interesting and picturesque."

DogRidge Wines owner Jen Wright – whose vineyard features in the film - said she was not surprised they decided to shoot the in the Fleurieu Peninsula.

"The amazing thing about not only McLaren Vale, but the entire Fleurieu Peninsula is that each property you go to has a different vista, you have undulating hills, great ridges, the topography is so diverse, and no two properties have the same view."

The Boys Are Back premiered in Adelaide on 2 November at Wallis Piccadilly Cinema before being released nationally on 12 November.

Nearly 50,000 cruise ship passengers and crew will arrive in Adelaide over the next five months at the city’s upgraded cruise ship terminal, unveiled last month.

Tourism Minister Jane Lomax-Smith joined with Flinders Ports Chief Executive Vincent Tremaine to officially open the jointly funded $500,000 revamp of the Outer Harbor terminal.

"We will have a record 27 cruise ships arrivals in South Australia during 2009-10, a 450% rise since 2004-05," Dr Lomax-Smith said.

"Last season, cruise ships gave our economy a $7.1 million boost and we’re expecting an even bigger gain this season as passengers visit tourist attractions in our city and regions."

The season started last month with the arrival of two cruise ships – the Sun Princess and Rhapsody of the Seas – carrying up to 4385 passengers.

Dr Lomax-Smith said the upgraded terminal would give our visitors a better first impression of Adelaide, helping to enhance their experience of our city.

"In another significant development, the Rundle Mall Management Committee will run a free shuttle service to the city for passengers on Princess and P&O ships," she said.

Upgrades to the Port Adelaide Passenger Terminal include:

- a new retail shopping space and visitor information desk
- new streamlined check-in areas for passengers
- upgraded toilets
- new parking for up to 70 cars adjacent to the terminal
- a new drive-through ‘loop’ to drop-off and pick-up passengers with luggage
- a direct walkway from the terminal to the train station

"These improvements are particularly important in light of growth in the Southern Ocean Cruising concept,"” Dr Lomax-Smith said.

"For the first time, we had a cruise ship based in South Australia during the 2008-09 season, and during 2009-10 we have four ships selling cruise packages out of Adelaide.

"This great new cruising concept offers stunning coastlines and amazing shore excursions through southern Australia, providing people with new reasons to come to South Australia.

"Flinders Ports should be congratulated for its commitment to the upgrade and its willingness to join with the State Government in bringing this project to fruition."

Dr Lomax-Smith also recognised the ongoing efforts of the team of dedicated ‘meet and greet’ volunteers, who give cruise ship passengers a welcome at the terminal that is second-to-none.

The Adelaide Convention Tourism Authority (ACTA) has officially launched its Conventions Adelaide initiative.

ACTA CEO Damien Kitto said Conventions Adelaide was designed to encourage key South Australian leaders, contributors and beneficiaries in their respective fields to use their positions and contacts to identify, bid for and host international conventions related to their industry in Adelaide.  

ACTA has invited Tourism Minister Jane Lomax-Smith to be patron of the programme and leaders from the worlds of South Australian medicine, science, academe and business have all come on board as Conventions Adelaide “Ambassadors” in order to take a co-operative and co-ordinated approach to identifying convention opportunities and assist ACTA in successfully bidding for these conventions.

ACTA CEO Damien Kitto said a united approach was very important when it came to winning convention bids, and the Conventions Adelaide programme – which ACTA has spent 18 months working on before its launch – allows this to happen more easily.

"Our ambassadors include the Governor of South Australia and South Australia’s Chief Medical Officer, and – even before its official launch – the Conventions Adelaide programme has already resulted in a number of convention wins for Adelaide," Mr Kitto said.

Events won for Adelaide through the Conventions Adelaide programme and the efforts of its ambassadors so far include the 2011Ausbiotech convention, which will bring 1100 delegates to the State and is worth $5.3 million to our economy, as well as the 2010 Eastern Regional Organisation for Planning and Human Settlements Golden Jubilee Congress.

Mr Kitto said the business travel sector was worth some $1.5 billion annually to the State.

"The legacies of hosting interstate and international delegates in South Australia are far reaching and go beyond the obvious economic benefits," Mr Kitto said.

"Conventions also profile South Australia’s industry expertise and achievements to Australia and the world, create new business networks and research links in the Asia Pacific and world markets, stimulate trade exports and investment opportunities through business to business opportunities, attract globally recognised leaders and speakers that will profile and promote South Australia as an international destination.

"In the longer term, they contribute to the development and improvement of industry skills, as well as the creation of new jobs in South Australia."

John McEnroe, a 17-time Grand Slam winner, will headline the player list at the 2010 World Tennis Challenge, to be held in Adelaide next month.

Tourism Minister Jane Lomax-Smith described McEnroe’s appearance as a coup for South Australia and Australian tennis.

Representing the Americas, McEnroe will be joined at the event by past legends and current champions including Australasia’s Pat Cash and Europe’s Henri Leconte.

 "The World Tennis Challenge is the perfect addition to South Australia’s sporting events line-up and reinforces Adelaide’s reputation for hosting outstanding sporting events," Dr Lomax-Smith said.

"This is the second year the World Tennis Challenge will be staged in Adelaide and for the second year we will see an absolutely stellar player line-up, combining the charisma of former champions such as John McEnroe and Pat Cash with the energy and competitive spirit of today’s up and coming players.

"With competitors of this standard, the 2010 World Tennis Challenge promises to be an outstanding tournament.

“"However, the event not only provides plenty of world class action for spectators, it’s also the motivation behind the associated Be Active Challenge, which last year attracted more than 2,100 amateurs into a community based tennis challenge of their own."

John McEnroe, arguably the game’s biggest personality, will be playing exclusively in Adelaide during his visit to Australia.

"World Tennis Challenge was a huge success last year and I can’t wait to play for the Americas team in 2010," he says.

"I can't wait to play in Adelaide. I have fond memories of the city and the people and I think the combination of the legends and current players competing against each other is a fantastic idea.

"The concept of World Tennis Challenge and the amateur tennis festival that plays around it is a great idea and one that I can’t wait to be a part of."

The World Tennis Challenge will be staged at Adelaide’s Memorial Drive courts from January 12 to 14, 2010.

Tickets are now on sale through http: www.venuetix.com.au.
More information: visit www.worldtennischallenge.com/

The latest accommodation figures from the Australian Bureau of Statistics (ABS) show the South Australian tourism industry holding its own in a testing economic climate.

Tourism Minister Jane Lomax-Smith said the results show South Australia’s tourism accommodation operators are outperforming the national average in key measures of room demand, occupancy rates and takings per room.

"These are very good figures showing South Australia remains a desired destination for holidaymakers and other travellers despite trying times in the tourism industry worldwide," Dr Lomax-Smith said.

"The Rann Government anticipated a trend towards people holidaying closer to home and has structured the State’s tourism marketing campaign accordingly.

"Our major domestic marketing campaign is part of a multiyear effort to sell SA as a tourism destination in the key markets most likely to deliver people who will visit, stay and spend, and it is already delivering results including increased expenditure in the accommodation sector."”

Takings from accommodation in the June quarter 2009 rose 0.9% in SA over the June quarter 2008.  This compared with a 5.4% decrease nationally, which is good news for the tourism industry across the State.

In addition, the average takings per occupied room rose 1.2% for SA and declined 2.2% nationally in the June quarter 2009, compared with the same period in 2008.

Dr Lomax-Smith says figures released by the ABS for other accommodation sectors also revealed similarly positive results:

- Short-term caravan parks (40+ powered sites) – site nights occupied, average occupancy rate and takings all up.
- Holiday flats, units and houses (15+ rooms) – unit nights occupied, occupancy rate and takings all up.
- Visitor hostels (25+ beds) – guest nights occupied, bed occupancy rate and takings all up.

"While some of these very positive results may be due to the increased demand for accommodation at Easter, they also reflect the efforts of SA’s tourism industry to withstand the impact of the global economic situation."

Congratulations to Adelaide-based Adventure Tours Australia Group, which has won its third consecutive South Australian Export Award, this year in the Large Services category.  

To enter, a submission was required containing an overview of statistics from the business covering the last five years and including growth, profit, staff, turnover, marketing strategies for export success, infrastructure and systems.

Adventure Tours Australia Group marketing director Greg Zammit said the award win was especially pleasing because it cuts across not just tourism, but a vast range of industries.

"This means our competition is even tougher than at the traditional tourism awards, for which we also compete," Mr Zammit said.

"This award is once again an acknowledgement of the endeavours of our staff and the quality of product we deliver, day in, day out."

Adventure Tours Australia Group won the Australian Export Award for ‘Sports, Events and Tourism’ in 2008 and was a finalist in the Australian Export Awards, presented in November 2009.

Last month, the company was also inducted into the Tourism Hall of Fame at the 2009 South Australian Tourism Awards, after winning its respective categories for the third year in a row.

Adventure Tours Australia specialises in small group nature-based tours for the active traveller. An extensive range of tours are available exploring the highlights and hidden delights of South Australia, as well as all other states and territories.

The tours have an emphasis on the unique scenery, wildlife and Aboriginal culture of each area.

Sinclair’s Gully at Norton Summit, in South Australia’s Adelaide Hills, has won the 2009 South Australian Landcare Primary Producer Award.

Dedicated conservationists and vignerons, Sue and Sean Delaney, received their award at the Gala Presentation and Cocktail Reception, held at the National Wine Centre last month.

This award tops off an amazing year for Sinclair’s Gully, with recent wins at the 2009 South Australian Tourism Awards in the separate categories of Ecotourism and Tourism Wineries, Distilleries and Boutique Breweries, as well as gold for the Qantas Award for Excellence in Sustainable Tourism.

Sean Delaney said the award was a great honour.

"We are very humbled to have been recognised by Landcare for our work on sustainable primary production practices," he said.

Sinclair’s Gully is one of only two cellar doors in Australia to carry Eco Certified Accreditation.

For more about this multi-award winning tourism business, and the secret to its success, see the profile on Sinclair’s Gully in this month’s Featured Operator section of Industry Brief.

As a State Landcare Award winner, Sue and Sean Delaney will be flown to Canberra for the National Landcare Awards in 2010, to represent South Australia at the Gala Award Ceremony to be held at Old Parliament House.

Adelaide’s professional tour guides have been given an insight into Adelaide’s "green" attractions, so that they can incorporate these sites into their tours for tourists.

The South Australian Tourism Commission (SATC), in conjunction with the Adelaide City Council, South Australian Tourist Guides Association and Capital City Committee Adelaide last month held a workshop for professional guides and coach captains highlighting the many environmentally-friendly aspects of South Australia’s capital.

The workshop included visits to Christie’s Walk on Sturt Street, the Adelaide Zoo, the Hilton Adelaide, the Adelaide Convention Centre and the Adelaide Central Market.

Participants also heard from guest speakers including the Adelaide City Council’s Deputy Lord Mayor, Stephen Yarwood, John Mercer from Capital City Committee Adelaide, Peter Nattrass from Adelaide City Council, Richard Little from Synergy PC and Andrew Hutcheon from Zero Waste SA, who discussed the importance of sustainability for the City of Adelaide and the significance of communicating these initiatives to visitors and the community.

The overall aim of this project is to raise the profile of Adelaide as a clean, green and environmentally friendly city, as well as the leading energy-efficient city in Australia, in the first instance to Adelaide’s Professional Tour Guides, then – through them – to visitors and the local community.

The tour and information for the workshop was gathered for the SATC by the South Australian Tourist Guides Association including Chris Smyth, Chair of the South Australian Tourist Guides Association and Sandy Pugsley, a well-known face in the South Australian tourism industry.

A training manual was also be provided to all workshop participants to further encourage the inclusion of Adelaide’s "Green" sites into existing Adelaide City tours.

Feedback on this program will be collected from participants in order for the SATC to gauge interest in this initiative.   

On Australia Day 2010, the Australian Embassy to the Holy See will be conducting its first ever Australia Day function, at which the town of Penola and the adjoining Coonawarra wine region of South Australia will be featured.

The function will be held on the left bank of the Tiber River, just near the Vatican and St Peter's Basilica and Castel Sant'Angelo.

Speaking from Rome, Australian Ambassador to the Holy See, Tim Fischer, said that it made a great deal of sense to select Penola township and the nearby Coonawarra wine region to be celebrated at the event, given the region’s connection to the Blessed Mary MacKillop.

"It was at Penola that Mary MacKillop established her first school, in January 1866, leading to her formation of the Sisters of St Joseph," Mr Fischer said.

"It was at Penola and the nearby Coonawarra region that she began to devise her education templates and curricula that were later taken up by the SA State Government.

"In a small way this activity is a salute to a great Australian, at a very interesting time.

"It will greatly help that the "Terra Rossa" Coonawarra wine region has stepped up to the mark and will supply wine from this famous region for the function."

Mr Fischer said the wine produced from the rich red soils of the Coonawarra have a worldwide reputation for excellence.

South Australian Tourism Minister Jane Lomax-Smith said she welcomed the opportunity to introduce more Europeans to the delights of South Australia’s wine regions.

Wineries that will be participating include DiGiorgio Family Wines (www.digiorgio.com.au) and Zema Estate (www.zema.com.au), both with Italian connections.

This Australia Day function is an annual event, which will feature a different region of Australia each year.

Orroroo and Carrieton boast some of the region’s most spectacular views and places of interest, as well as some of its most colourful characters and welcoming locals.

And now visitors to the region can hear its stories told by locals, from the comfort of their car, thanks to a new audio guide.

The audio guide to the Orroroo - Carrieton district, Stones and Rail, brings together the songs of local singer/songwriter John O’Dea and the voices of locals, as recorded by historian John Mannion.

Stones and Rail explores the region’s farming and railway history, as well as its fascinating natural history, in order to add another dimension to any car journey through the area, and encourage visitors to linger there.

The guide covers the route Orroroo to Carrieton to Johnburgh to Orroroo, as well as Pekina and Black Rock, and aims to convey the rich culture of the district and to encourage slower journeys and greater length of stay.

The project was co-funded by the South Australian Tourism Commission and the District Council of Orroroo Carrieton.

CDs of the audio guide are available from various outlets in Orroroo for only $10.

A project that will help identify and plan for future tourism developments on the Fleurieu Peninsula has taken out a major category – People and Community - at the South Australian Spatial Excellence Awards.

The project, commissioned by Fleurieu Peninsula Tourism in conjunction with its local government partners and carried out by Tonkin Consulting, has resulted in comprehensive maps that provide detailed information about existing tourism developments and facilities, development constraints and other information allowing gaps to be pinpointed and future developments planned.

Fleurieu Peninsula Tourism Regional Manager Roz Becker said the need for such information was identified as part of the Fleurieu Peninsula Region Integrated Strategic Tourism Plan 2007-2012.

"The Fleurieu Peninsula is one of South Australia’s greatest tourist attractions, offering everything from incredible whale watching experiences through to stunning coastal scenery, and some of the best wine regions in the world," Ms Becker said.

"To make the experiences as comfortable and appealing as possible for visitors, it is essential that we cater for their needs now and in the future, whether that be providing enough public toilets or ensuring there is a great range and supply of accommodation as well as restaurants, cafes, hotels and other services.

"Planning regulations and regional zoning can have a large impact on the potential for tourism development and investment. For the first time, we are able to take a strategic, whole-of-region approach which will help protect and boost the viability of the tourism industry which is worth $276 million to our local economy."

Tonkin Consulting Spatial Account Manager Anita Dittmar said there was no readily available central database of tourism facilities and attractions in a mapping format that was kept up to date for the Fleurieu Peninsula.

"For example, information on walking and cycling trails is maintained by a separate entity to holders of data for wineries or accommodation," she said.

"A more integrated and holistic overview was required to really visualise trends and opportunities for the region."

The project was completed in conjunction with the South Australian Tourism Commission and the Fleurieu Peninsula’s four regional councils: Alexandrina; Onkaparinga, Yankalilla and Victor Harbor.

Throughout the past three months, the Tourism Eyre Peninsula (TEP) staff have been hitting the road, in order to assist tourism operators take the next step in their business.

Through the STEPS programme, the TEP team has met operators at more than 20 networking and one-on-one advice sessions in towns right across the region.

Eyre Peninsula Tourism Regional Manager Emily White said the STEPS programme had been a valuable opportunity for the TEP team to connect with operators, councils and like-minded community organisations to talk about the work of TEP, the South Australian Tourism Commission (SATC) and the South Australian Tourism Industry Council (SATIC).

"The STEPS events, which included both networking events and one-on-one talks with individual operators, has allowed us to tell operators about the opportunities the regional and state tourism organisations provide to further build and market their business," Ms White said.

"We’ve had some really constructive meetings during the STEPS programme, and have made some excellent contacts with operators right across the region, allowing them to benefit from new information on how to promote and develop their businesses.

"Topics we encouraged tourism operators to ask about included: starting up a tourism business; how to market and promote their business; the importance of packaging with other tourism product; how to make the most of the online environment; funding opportunities; events; how to best work with the media, tourism accreditation; and online booking systems.

"The State’s tourism goal is to increase visitor expenditure to $6.3 billion annually by 2014, and the Eyre Peninsula, as an emerging "must-see" tourism destination, has an important part to play in achieving that goal.

"By holding these STEPS networking events and one-on-one meetings we are aiming to tackle some of the key challenges set out in the South Australian Tourism Plan 2009-2014, including: assisting with the development of new or existing tourism product; uncovering "new news"” in the region; raising the profile of TEP, the SATC and SATIC in the industry; encouraging collaboration through packaging and bundling; and uncovering gaps and opportunities in the market."

Fleurieu Peninsula Tourism is pleased to announce the appointment of four new members to its committee.

Fleurieu Peninsula Regional Tourism Manager Roz Becker said the four new members have brought a wealth of talent and varied experience to the committee, which, combined with the existing members, will assist greatly in marketing the region in the year ahead.

The new committee members include Nadia Barnes, a Promotions Executive at Network Ten Adelaide, who has a strong background in public relations, promotions and sponsorship. She is currently involved in the Zoos Activity Project and ExposeSA committees.

Joining Nadia on the committee will be Kristin McLarty, who is both the Marketing Manager and a Board Member at Fox Creek Wines. Kristin is currently involved in the Fleurieu Peninsula Food & Wine Industry Consultancy Committee and the Shiraz Trail Committee.

Another new Fleurieu Peninsula Tourism committee member is Barry Brown, the Residential Real Estate Manager SA/NT for Elders Limited. His community involvement has included membership of the SA Recreational Fishing Advisory Council and the Economic Development Committee for City of Victor Harbor.

New committee member, Wendy Watson, is the owner and operator of Birks Harbour Marina and Luxury Accommodation at Goolwa. She has been a committee member with the SA Wooden Boat & Music Festival since 2006 and has prior experience in sales and marketing in both the wine and tourism industries.

The four new members will join Roz Becker, Lucy Willson, Ros Miller, Helen Cox, Malcolm Schlein and John Bracken, representing the Department for Environment and Heritage, on the Fleurieu Peninsula Tourism committee for 2009-10.

Ms Becker says the quality of the committee members will allow Fleurieu Peninsula Tourism to build on the successes of the past year, including the successful development of the first GPS in-car tour guide system for the Fleurieu Way drive route, and the Get Into It! Adventure campaign and guide.

The South Australian Tourism Commission’s (SATC) UK team is set to continue its successful promotional activities in conjunction with leading UK online travel provider Responsibletravel.com throughout 2009-2010.

Responsibletravel.com is the UK’s largest online referral website, with an average of 300,000 users per month.

The site is run as an online-only, membership-based company which only promotes travel experiences and products that maximise the positive and minimise the negative impacts on the local community, economy and environment.

For the second year running, SATC UK sponsored an award in the annual Responsible Travel Awards, which were organised by the company, in partnership with Geographical magazine and The Telegraph newspaper.

The awards were presented last month in London, at the UK’s major travel exhibition, World Travel Market.

The award sponsorship created an outstanding opportunity to obtain significant exposure via the prestigious partnership publications, as well as further extending South Australia’s profile among the travel trade. 

The Awards site, www.responsibletourismawards.com, carried additional sponsor branding, credits and information, reaching 400,000 unique users per month, and 150,000 registered travellers.

Video of the awards presentation was broadcast via the Awards' official website and YouTube, in addition to the BBC, with additional coverage provided by Travel Weekly, TTG, Travelmole and The Travel Channel.

South Australia’s sponsorship of the Awards follows the recent visit of Justin Francis, Managing Director of Responsibletravel.com, to South Australia in October, following the Qantas Sustainable Tourism Seminars in Alice Springs and Cairns. 

Justin is a well-known leader in global sustainable tourism, particularly in the UK and Europe, where he is often called upon by the media for his opinions on sustainability-related issues.

Prior to conducting his familiarisation trip to Adelaide, the Flinders Ranges and Kangaroo Island, Justin also took time to talk to SATC staff and internationally active operators, providing an excellent opportunity for South Australia’s tourism industry to gain further insight into the important sustainability issues as they relate to the future of tourism.

During his visit to the SATC, Justin also kindly made himself available for an exclusive interview which can be viewed at the SATC’s YouTube site: www.youtube.com/user/southaustraliatravel

South Australia was on show in September to 150 ‘Aussie specialist’ travel agents from North America, who were in Adelaide to undertake face to face training and product updates with Australian tourism operators.

This year’s ‘Corroboree’ event, Corroboree Thrive!: The Americas 2009, was organised by Tourism Australia, with the support of the State Government via the South Australian Tourism Commission (SATC).

Eighteen South Australian-based tourism operators and two national operators showcased their products at the event (11-14 September) to the agents who had been identified as top sellers of Australian travel product.

Tourism Minister Jane Lomax-Smith said North America was an important market for tourism in South Australia, and this event provided invaluable networking opportunities to help develop future business for the State’s tourism industry.

"As part of the event, the travel agents took part in pre and post familiarisation tours of South Australia, getting a taste of some of our best tourism attractions in Adelaide, Adelaide Hills, Murray River, Eyre Peninsula the Flinders Ranges and Outback, Barossa and Kangaroo Island," Dr Lomax-Smith said.

"Nothing helps agents sell a destination better than having first-hand knowledge of that place, and we hope that after their visit they have returned home as great ambassadors for our State.

"Two journalists travelled to South Australia to cover the event and undertook familiarisation trips around our State for stories in travel trade magazines distributed in North America."

Representatives of the South Australian Government and Adelaide Airport were in Beijing during September, lobbying for more international flights to our State.

South Australia had the greatest presence of any Australian state or territory at the 2009 World Routes Forum, where decision makers from the world’s major airlines, airports and tourism authorities gathered to network and lay the groundwork for deals affecting airline flights worldwide.

South Australian Tourism Commission (SATC) Chief Executive Andrew McEvoy said the World Routes Forum was the precursor to the Regional Routes Asia Forum, to be held for the first time on Australian soil in Adelaide next year.

"Adelaide won the right to host the 2010 Regional Routes Asia Forum through the combined efforts of Adelaide Airport Limited (AAL), the SATC, the Department of Trade and Economic Development (DTED) and the Adelaide Convention and Tourism Authority (ACTA)," Mr McEvoy said.

"That team approach is what set our bid apart, and it was again in evidence in Beijing, as Adelaide Airport, the SATC and DTED joined together as "Team Adelaide" to fly the flag for South Australia at the World Routes Forum.

"Team Adelaide hosted a booth at the Forum, to which key airline delegates were invited to discuss opportunities for new services into Adelaide while enjoying a glass of South Australian wine or Coopers beer.

"One of the SATC’s key goals is to increase air access into our State, and we have already made progress in this area, with 31 international flights now landing in Adelaide each week, up from 13 in 2003. However, Adelaide is still underserviced as a destination, and this Forum provides a key opportunity to address this issue."

AAL Managing Director, Phil Baker, said Adelaide Airport had prepared detailed, targeted presentations about South Australia as a lucrative destination, and these were presented to airlines during the Forum in September.

"As well as building on our existing relationships, our aim at this event was to generate awareness of the 2010 Regional Routes Asia Forum, to ensure the major players in the airline industry attend the event in Adelaide next year," Mr Baker said.

The Chief Executive of DTED Brian Cunningham said his department is keen to work with all airlines to make sure the number of flights into South Australia keeps pace with demand.

"It means more jobs for South Australians, and keeps the State’s multi-million dollar tourism industry moving towards its goal of $6.3 billion in visitor expenditure by December 2014," Mr Cunningham said.

The 2010 Regional Routes Asia Forum, to be held next April, will bring more than 400 delegates including representatives from 120 airlines from around the world to South Australia.

The Santos Tour Down Under has had verbal agreement with BMC Racing Team and Cadel Evans to accept a wild card invitation to race in the 2010 event.

Premier Mike Rann said that it was a triumph for the event to get Australia’s Cadel Evans – who on September 27 in Mendrisio won the World Road Championships – to compete in the Santos Tour Down Under in his rainbow colours.

"Never before has an Australian competed in a road race on Australian soil wearing the Rainbow Jersey, so it’s a great coup for South Australia that Cadel will do so at the 2010 Santos Tour Down Under."

Premier Rann said that the Cadel Evans confirmation, coupled with the announcement in August that Lance Armstrong would return, ensures a once in a lifetime opportunity.

"This may be the only chance to ever see two legends, in Lance Armstrong and Cadel Evans, compete against one another on Australian soil."

Negotiations are continuing between Cadel’s new BMC Racing Team and the Government to officially sign off on the acceptance and details of the wild card for the 2010 Santos Tour Down Under.

In more good news for the Santos Tour Down Under, Australian ‘golden boy’ Graeme Brown will lead the Dutch Rabobank team at the 2010 event.

Brown is a Santos Tour Down Under veteran and dual gold medallist at the 2004 Athens Olympics.

This season Brown took overall victory at the European semi classic single day race, the Nokerre-Koerse making him one of only five non Belgium or Dutch cyclists to have won the race since its inception in 1944.

The Rabobank team line-up is quite formidable, and also includes two reigning Dutch national champions and a Tour de France stage winner.

The 2010 Santos Tour Down Under will be held in Adelaide and regional South Australia from 17 to 24 January.

A new advertising campaign set to grab South Australians’ attention and inspire them to holiday in their home State was launched last month by Tourism Minister Jane Lomax-Smith.

The Recharge Getaways campaign kicked off on South Australian TV, marking a new phase in the State’s biggest-ever domestic tourism marketing campaign.

Dr Lomax-Smith said the Rann Government is spending $7.8 million on tourism marketing Australia-wide this year.

"Thanks to strategic media and trade partnerships, that investment is delivering an attention-grabbing campaign worth $14.2 million," Dr Lomax-Smith said.

"Our marketing push in the interstate markets is delivering excellent results, with research showing that for every dollar we have spent on marketing, interstate travellers have injected $8 in expenditure into the South Australian economy.

"Now we are urging locals to discover the delights of holidaying in South Australia, where they can really get away from their daily life by visiting world-class locations to recharge their batteries."

The Recharge Getaways campaign will build on the foundation of more than 15 years of the Shorts campaign.

Recharge Getaways is a much more retail, urgent and call to action-focussed campaign designed to give South Australians "new news", deals and seasonal triggers (including events) to have a holiday at home.

About one third of all nights spent in South Australia are spent by locals and this is an important "bread and butter" aspect of the State’s industry.

Passionate locals are also key drivers of interstate and international visiting friends and relatives.

The Shorts Book will continue to be produced, and the 2010 Book is scheduled to launch in February 2010 as normal. 

Recharge Getaways is the sale campaign the South Australian Tourism Commission will layer on top of the book to push seasonal, time-sensitive offers. 

The campaign concept is that we all run our batteries down but a holiday in SA is the perfect antidote and way to "recharge that battery". 

The SATC will run bursts of promotions for summer, autumn, and winter sales, with a view to eventually run one every season.

The intrastate campaign will be seen on TV, in the press, through radio advertising and also comes with a very strong direct mail and online component.

The total campaign spend is double that of last year, and the call to action for all components of the campaign will be southaustralia.com for information and the SA Visitor & Travel Centre for bookings.

While the summer season of the campaign has been locked away in terms of industry participation, any operators interested in being involved in future seasons can contact Alda Ward at alda.ward@tourism.sa.com.

To see the campaign, visit www.tourism.sa.com/marketing/campaign0910/default.asp.

The 2009 Santos Tour Down Under was named the Best Tourism Event at the inaugural Australian Event Awards at a ceremony in Sydney and won the Best Major Festivals & Events category at the 2009 South Australian Tourism Awards last month.

Tourism Minister Jane Lomax-Smith said the award gives well-deserved recognition to the event, which has become the biggest cycling race in the Southern Hemisphere and a major tourism attraction.

"With Lance Armstrong making his cycling comeback in Adelaide, the 2009 Santos Tour Down Under became the biggest sporting event ever staged in South Australia," Dr Lomax-Smith said.

"More than 36,000 people from interstate and overseas travelled to South Australia specifically to watch the event and injected $39 million into the State’s economy."

The Santos Tour Down Under is owned and managed by the South Australian Government through Events South Australia, the major events division of the South Australian Tourism Commission.

"I would like to congratulate everyone involved in making the 2009 Santos Tour Down Under the best tourism event in Australia," Dr Lomax-Smith said.

"The hard work and commitment from everyone involved, including the event team, sponsors, local councils, emergency services and volunteers, have created an iconic event of which we can all be very proud."

And in more good news for the event, Dr Lomax-Smith has announced that Cancer Council SA will again have naming rights for the prelude event to the 2010 Santos Tour Down Under.

The event will be known as the Cancer Council Helpline Classic, and will be held in Adelaide’s Rymill Park on Sunday 17 January 2010, raising awareness of cancer and promoting the Helpline (13 11 20).

For the first time, the Cancer Council Helpline Classic will be broadcast live on SBS. This year’s Classic attracted almost 140,000 people.

"Lance Armstrong’s presence this year increased the profile of cancer awareness and helped highlight Cancer Council SA’s educational and cancer support messages," Dr Lomax-Smith said.

The Cancer Council Helpline Classic, a criterium race, is the traditional prelude to the Santos Tour Down Under, which runs from 17 to 24 January 2010.

Four of South Australia’s best tourism businesses have been inducted into the State’s Tourism Hall of Fame at the 2009 South Australian Tourism Awards.

Cleland Wildlife Park, Bookabee Tours Australia, Adventure Tours Australia Group and Lakeside Manor YHA Backpackers all received the prestigious inductions after winning their respective categories for the third year in a row.

Professor of Tourism at Flinders University, Jane James, was also honoured for her role in tourism, receiving the award for an Outstanding Contribution by an Individual.

Over the years, Jane has been involved on a number of educational boards to help shape the future of tourism education for this State.

Around 600 people attended the black tie event, where 27 awards were presented to businesses and individuals judged to be the most outstanding in each category (full list attached).

A further 73 entrants who achieved a high standard in their category were recognised with a gold, silver or bronze medal.

Tourism Minister Jane Lomax-Smith said a record 141 entries were received this year, highlighting the value of tourism in the State.

"The standard of entries was extremely high, which underlines the commitment our operators have towards this important industry," Dr Lomax-Smith said.

"Tourism is big business in South Australia, and the awards recognise the contribution our tourism achievers make to strengthening the economy and creating employment."

South Australian Tourism Industry Council Chief Executive Ward Tilbrook said it has been inspiring to see the commitment that tourism businesses have given to reviewing their goals and achievements through the awards process and showcasing their success to the industry.

"The Tourism Industry Council aims to present the South Australian tourism industry as professional and high quality, and tonight we have seen some of the State’s finest tourism businesses rewarded for excellence," Mr Tilbrook said.

The awards are judged in accordance with a strict set of rules and criteria, and winners will represent the State at the Australian Tourism Awards in February 2010, to be held in Hobart.

For the full list of winners, visit www.satic.com.au/2009-winners.html.

Chief Executive of the South Australian Tourism Commission (SATC), Andrew McEvoy, has been appointed Managing Director of Tourism Australia.

Mr McEvoy replaced former Chief Executive Mr Bill Spurr as head of the SATC in May 2007. He will finish at the SATC at the end of December this year.

Chairman of the SATC Board, Bob Foord, said Mr McEvoy had been an outstanding leader of the tourism industry in South Australia during his time as Chief Executive.

"Mr McEvoy has shown great commitment to increasing tourism business in South Australia at a time when global uncertainty is impacting on tourism around the world," Mr Foord said.

"He has been instrumental in the development of South Australia’s Tourism Plan to increase the value of tourism in the State to $6.3 billion within the next six years.

"South Australia has outstripped the national growth in visitor expenditure during the past two years, showing that our industry is holding up well in the face of tough times.

"The already close relationship with the South Australian Tourism Commission and Tourism Australia will be strengthened considerably as a result of Andrew’s appointment."

Tourism Minister Jane Lomax-Smith said Mr McEvoy had put the building blocks in place during the past two years to take the State’s tourism industry forward.

"We are very sorry to lose Andrew, but understand that a person of his high calibre will be a huge asset for tourism across Australia, including South Australia," Dr Lomax-Smith said.

"On behalf of the Rann Government, I would like to thank Andrew McEvoy for his outstanding service and advocacy for tourism in this State.

"Andrew has overseen many significant milestones during the past two years, including the State’s biggest ever domestic marketing campaign.

"Andrew has also overseen growth in major events and the staging of our biggest and best ever Tour Down Under, featuring the comeback of cycling great Lance Armstrong.

"He has helped to create greater access to South Australia, including better aviation access and a niche cruise ship opportunity, and has leveraged exposure from tourism developments."

Meanwhile, industry organisations have welcomed the news of Andrew’s appointment as head of Tourism Australia.

Tourism & Transport Forum Managing Director, Christopher Brown, said the appointment had widespread industry support.

"The tourism industry is looking forward to the prospect of Andrew heading up Tourism Australia, to provide the leadership it needs to take the organisation forward and boost tourism," Mr Brown said.

"Andrew is a strong leader who will help Tourism Australia regain its confidence, its authority and its momentum."

The Australian Tourism Export Council (ATEC) has also welcomed the announcement.

ATEC Managing Director Matt Hingerty said that Mr McEvoy was an excellent selection, highlighting that his wealth of experience, as well as his great understanding of the issues surrounding the Australian tourism industry, made him a natural fit for the role.

"Andrew is an exceptional choice as the new Managing Director of Tourism Australia, and is exactly what the industry needs right now," Mr Hingerty said.

"Tourism Australia could not have chosen a better person to lead our industry and tackle the challenges many of our small business operators are facing."

Andrew McEvoy was Director of Industry and Organisational Development at Tourism Australia before his appointment to the South Australian Tourism Commission.

Mr McEvoy was also previously the General Manager Marketing at the SATC between 1999 and 2003 and came with a great understanding of the organisation and its culture.

The search for a replacement Chief Executive is underway.

Tiger Airways continues to expand its low-fare paw print in Australia with the announcement today that in early 2010 it will be adding a new A320 aircraft to its Adelaide base, creating further tourism benefits and employment opportunities for South Australia.

On the back of this news, Tiger has also announced that it will start flying the Brisbane to Adelaide route next year, as well as doubling the number of its Melbourne to Adelaide flights.

South Australian Tourism Commission (SATC) Chief Executive Andrew McEvoy has welcomed the news.

"The introduction of new routes and increased frequency by low-cost carriers make South Australia cost competitive with other capital city destinations as a holiday destination, and these new flights are excellent news for the State’s tourism industry," Andrew McEvoy said.

"This latest announcement also shows the faith Tiger has in South Australia as a destination, and we will continue to work with the airline to promote our State’s attractions in a compelling way to interstate consumers.

"The State Government is spending a record $7.8 million on tourism marketing Australia-wide this year, delivering an aggressive campaign worth $14.2 million.

"lnterstate capital cities dwellers are one of our key markets, and our investment in strategically targeting these travellers is already paying off: for every dollar we have spent on marketing since we launched our campaign in February, interstate travellers have injected $8 in expenditure into the South Australian economy.

"Melbourne is one of our largest domestic markets, and the news that Tiger will fly the Melbourne-Adelaide route four times daily from March 2010 means Melbournites inspired by our marketing campaigns will have even more affordable travel options into South Australia."

Mr McEvoy said the announcement means that Tiger will provide an additional 175,000 affordable airline seats into Adelaide annually from March 2010.

"Our ultimate goal is to increase weekly domestic passenger seat numbers into SA to 100,000 by 2014, and the SATC will continue to work collaboratively with Adelaide Airport and other partners to attract more air services to the State."

More information: visit www.tigerairways.com.

Sinclair’s Gully is a successful Adelaide Hills family business that has combined tourism, wine production and care for the environment to create a multi-award winning mix.

Just last month, Sinclair’s Gully won the 2009 South Australian Landcare Primary Producer Award and 2009 South Australian Tourism Awards in the separate categories of Ecotourism and Tourism Wineries, Distilleries and Boutique Breweries, as well as gold for the Qantas Award for Excellence in Sustainable Tourism.

The Delaneys, who own and manage the business, employ a triple bottom line approach across all aspects of their operation. Their environmental practices focus on conservation of the endangered candle bark ecosystem and the use of biodynamic vineyard practices to ensure sustainable outcomes. Other sustainable initiatives include zero waste 100% recycling program, the onsite collection of all water and reuse of grey water on the surrounding garden, its energy efficiency program and solar power project, through to measuring and implementing strategies to reduce its carbon and ecological footprint.

The multi-awarded property now has more than 150 species of native plants and 66 species of birds, many of which are endangered or rare.

Passionate about their wine, the Delaneys believe the secret to producing a great wine starts in the vineyard. "We have a strong focus on soil health, using a combination of biodynamic methods and native grasses in our vineyard, ensuring the vineyard remains in balance with nature," Sean Delaney explains. The wines produced display great expression and cleanliness, reflecting the unique site specific characteristics.

"We offer visitors to our cellar door interpretive experiences on the conservation value of the candle bark endangered ecosystem here. Showing visitors the bush care work we have completed over the past 12 years, the biodynamic practices in the vineyard and the sustainable land and business practices that follow provide a unique cellar door experience.

"Walking through the wildflowers in spring, watching the black cockatoos fly through the candle bark forest at dusk at a summer twilight tasting, or just sitting back on the deck with a glass of wine and a platter provides a very personal Australian wine and ecotourism experience, with visitors returning again and again."

We asked Sue and Sean Delaney to share a few more secrets of their award-winning success:

Having started out as a winery – what part does tourism now play in your business?  

As a small winery in a very competitive industry we recognised we needed to create a point of difference if we were to be commercially successful. We were already committed conservationists, progressing a range of sustainability initiatives and active in our local community, so our first eco-wine tourism products were very much a natural convergence of issues which were already very important to us. Today the vast majority of wine is sold at our cellar door or direct through our wine club 'Friends of Sinclair's Gully', as a result of our eco-wine events, such as our spring wild flower walks and summer twilight tastings.

What challenges have you encountered as a tourism business?  

Combining an "ecotourism experience" as part of a tourism winery offering has at times not been well understood even within the tourism industry itself.   

How important are environmental concerns in the way you run your business? 

Family is our most important consideration followed closely by the environment. Conservation of our unique natural environment is a given and underpins all of our operational and strategic decisions. When people visit us and see how we go about things they can see we 'walk the walk'. 

What does it mean to win a South Australian Tourism Award for Tourism Winery and Ecotourism?  

Winning the Ecotourism Award is a great honour, as South Australia leads the country in offering authentic "ecotourism experiences" by leveraging some of the most pristine and beautiful marine and landscape natural areas for tourists. Importantly we also lead the country in offering these experiences in a sustainable and responsible way.  Winning the winery tourism award was simply humbling, as all of the nominees were known to us and from our point of view are of an exceptional standard. Great facilities, great staff and great wine. There is a very high standard set for this award.

What is the most rewarding aspect of your work? 

Watching my family grow up in this environment and seeing your children develop a deep love of their natural environment is the biggest reward. It is also very rewarding to be able to make a difference in your community and be part of a larger movement of protecting our natural and cultural heritage. We love sharing our place with visitors. It is so rewarding seeing visitors enjoy, appreciate and value the importance of this fragile natural environment as much as we do.

What advice would you give to an operator starting up a tourism business who is new to the industry?

You must be very clear about what you are offering. The tourism experiences offered must work and you must be prepared to back yourselves over the long term. When we started our eco-cellar door we were advised it would take us three to five years to build a successful business of this type. We were convinced that if we worked harder and smarter we could do it in two to three! Well the facts are you must work relentlessly AND it takes five years!  Above all, if you believe in it then do it! This was the best decision we ever made.