  September 2009 |
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| Message from the Tourism Minister |
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From Andrew's Desk |
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Industry News |
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Around the Regions |
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Fast Facts |
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International News |
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Domestic News |
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Featured Operators |
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Everyone in the business of tourism recognises that confidence has been a significant factor in the global economic downturn, which has impacted on the industry both in Australia and internationally.
Times are tough, and South Australia has not been immune from the uncertainty and its flow-on effect on visitors travelling here for business or pleasure. However, as the saying goes, when the going gets tough, the tough get going, and South Australia’s tourism industry is up there with the strongest and most resilient. We only have to recall past storms, from the SARS crisis to earlier recessions, to know that operators have withstood harsh times. In doing so, the industry has become more creative and efficient in attracting customers who stay and spend. When examined from a State-wide perspective, we know that the industry is built on a sound foundation. Among its great strengths is a commitment to work as a team and in partnership with Government. Five years ago, I joined with industry and Government agency leaders to establish the Tourism Round Table. In doing so, we created a focus for planning across government and the industry. The aim was to develop and grow a sustainable industry in the best interests of jobs and business, and the overall economic and social development of regional and city communities. We have seen significant progress since then, including a more effective and collaborative approach to investment, planning and development. We now recognise much more clearly than just five years ago that tourism is an industry that extends beyond the traditional fields to include other activities such as the arts, education, food and wine, business meetings and events. Investments have included Baillie Lodges’ Southern Ocean Lodge, Kangaroo Island’s $12 million award-winning nature retreat, the 111 room luxury $50 million Port Lincoln Hotel. Rawnsley Park Station had another four luxury eco-villas opened recently, while there are a number of other hotel and accommodation investments underway in Adelaide and our regions. The industry has now taken a new step forward with the establishment of the South Australian Tourism Industry Council (SATIC). This provides the industry with a strong, representative voice that covers the spectrum of interests including events to hospitality, accommodation and transport. The council is up and running, and already this year has a new website, www.satic.com.au, with the capacity to put operators in contact with each other and establish industry champions in many areas. The SATIC website includes sections on important issues such as workforce development, training, climate change and sustainability, among others. The council’s achievements include record nominations for the 2009 South Australian Tourism Awards. In addition, 25 places at the Tourism Round Table have been made available to SATIC members to open up proceedings to a wider section of the tourism industry. However, the real achievement is the recognition that a united and strong voice can pay long-term dividends, building confidence and generating visitors that will benefit the industry and South Australia. I applaud the council and all members for their confidence in the industry and our State. 
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The South Australian Tourism Commission (SATC) is aiming to be a marketing organisation in the true sense of the word. Marketing was a term coined in the 1950s and it was defined as “the best use of the resources available to a company, entity or organisation in order to make maximum profit”.
While the SATC is a statutory authority that does not seek to make profit directly, we are aiming to see economic generation and maximum profit for the tourism sector. For us, the goal is to see the industry grow from its current $4.3 billion in value to $6.3 billion in visitor spending by December 2014. Profit for tourism in South Australia is also defined by:
Remembering the 1950s definition of marketing, what then are the resources that should be best applied to achieve the type of profit described above? Communications Clearly there is the traditional role for the SATC of advertising and promotion and this is an area that has been significantly bolstered in recent years – with a tripling of the budget being spent on direct-to-consumer communications (from less than $5 million in 2007 to more than $15 million in 2009-10). This figure was recently bolstered by the State Government’s extra $3 million per annum over the next four years for the Isn’t It About Time campaign, - focussed nationally, and including on Melbourne, Sydney and Brisbane. The additional money will be spent on creating another burst of marketing activity from September to November, building on the impact already created in the market by the first stage of the campaign, which ran from February to June. Measured until May, the campaign has generated more than 14,000 interstate and 13,000 local enquiries, creating an extra 235,000 room nights and an additional $28.5 million in economic return. The campaign will continue to target the experience seekers (or Greg and Helen as they have become known). These are people who represent 14% of the Australian travelling public but spend more than 70% of the money. The campaign will again focus on promoting the holidays most appealing to this audience and will sell them real products with real prices, involving the distribution system in every step of the marketing push. Stay in touch through our corporate website as we will update the information to ensure operators know our media plan, can see examples of our adverts and understand how to get directly involved in our campaign. Distribution The SATC’s increased spend in direct-to-consumer marketing activity has the national distribution system sitting up and taking note. Many of Australia’s major traditional and online distributors of tourism product are now involved with South Australia’s marketing efforts, including companies such as Flight Centre, Qantas Holidays, Blue Holidays, Escape Travel, online distributors such as wotif.com and the airline brands including Qantas, Jetstar, Virgin and Tiger. Locally, fantastic local wholesalers such as SeaLink, Proud Australia and the SA Visitor & Travel Centre also provide a conduit between an enquiry and a booking for SA. With all our distribution partners, the aim is to work cooperatively with them in marketing the State, as well as to encourage an excellent understanding among them of SA product, so that they can sell it better and more often, as well as up sell it. This means a commitment to training and familiarisation trips and to loading more and better SA product into their systems. Judging from early feedback, the effort is certainly paying dividends, with many trade partners reporting a fantastic surge in SA sales. Examples include Flight Centre’s 28% year-on-year growth in sales of South Australian product for May 2009 and Escape Travel’s 40% growth for the same period, which made SA the biggest growth destination in the Escape world. Wotif.com saw specific growth to regions such as McLaren Vale (up 19%), Adelaide Hills (69%) and the Barossa (500%) and has a commitment to run a second burst of activity in the coming months. Virgin Blue reported Adelaide and SA to be their 10th best selling destination in the entire network over the 18 months from January 2008 to June 2009. These are some promising numbers for this great State. Price While the SATC has little or no control over price, it is an area of marketing that we can help influence by the way we position the State’s tourism offerings and to whom we pitch them. Greg and Helen (the experience seekers) by their very nature spend very well when they travel. They consider the value equation, in other words, the experience over the cost equals value for them. World best product in Australia demands a premium for which they are willing to pay. However, should competition exist in relation to the class of product or experience that Greg and Helen are considering, then price comes into sharper focus for them and they will look for the best possible deal. With a dollar goal of $6.3 billion in visitor expenditure by 2014, the SATC has a focus on creating profitable volume. That means working with the industry to win the business but making good money by doing so. And this means value adding as opposed to pure discounting which has taken over the industry in these more competitive and economically uncertain times. Product A real key for any marketer is the product we offer. Many states and territories have suffered from the misconception that brand building advertising meant they were off the hook with regard to putting anything tangible forward in their advertising. The SATC takes a different view and believes the consumer is sophisticated and wants to be inspired by a real holiday or short break. They are looking for new news, which means new product, events, or old favourites re-packaged and sold better. And when new accommodation or experiences come on line, such as the Giant Pandas coming to Adelaide, the birth of Southern Ocean Lodge, Rawnsley Park’s launch of extra Eco Villas and the construction of the new Crowne Plaza Adelaide Hotel, these provide great opportunities to again get people interested in a destination. The product is a key part of the SA offering and an area we are working hardest to help enhance. In summary, the SATC takes the full “Four P’s” approach to tourism marketing (product, price, placement and promotion) and believes it is our role to work with commercial partners for profitable return. 
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Lance to Ride in 2010 Santos Tour Down Under 
The 2010 Santos Tour Down Under will be bigger and better than ever before, with a new naming rights sponsor and the return of Lance Armstrong.
Premier Mike Rann confirmed that the seven-time Tour de France winner, Lance Armstong would definitely compete in the Santos Tour Down Under in January 2010, following a meeting with the cycling legend in Dublin late last month. Premier Rann says the 2010 Santos Tour Down Under will also be the first time Lance’s new team, Team RadioShack, will compete anywhere in the world. "I’ve been in regular contact with Lance and his management since he made his world cycling comeback in Adelaide at the 2009 Tour Down Under," Premier Rann says. "He really enjoyed his time in South Australia and has told me how much he appreciated the massive support he received from the thousands of cycling fans during the race and from the communities supporting the launch of his global cancer campaign." Lance Armstrong’s participation in the 2009 Tour Down Under had a big impact on the event and provided an opportunity to showcase South Australia to a worldwide audience through worldwide TV and press coverage. "This year’s event saw tens of thousands of visitors travel to South Australia from interstate and overseas, injecting a massive $39 million into our economy," Premier Rann says. Following hot on the heels of the news that Lance would ride in the event in 2010, the South Australian Government has announced Santos as the new naming rights sponsor of the Tour Down Under. Tourism Minister Jane Lomax-Smith says the four-year deal will see the Tour, which in 2009 became the biggest sporting event in South Australian history, renamed the Santos Tour Down Under. "This exciting partnership with Santos will take the event to a new level: The investment from Santos will increase the marketing of the event, to attract even more visitors from interstate to travel to South Australia, Dr Lomax-Smith says. Santos Chief Executive Officer David Knox says his company is pleased to support an event that provides substantial economic and community benefits for South Australia. "The event is deserving of a major partner and we are confident this partnership will help to strengthen the standing of the Santos Tour for years to come," Mr Knox says. In anothr boost for the event, it has been officially confirmed this month that the Santos Tour Down Under will remain part of the UCI ProTour circuit until 2013. President of the Licence Commission, Pierre Zappelli, has written to the South Australian Tourism Commission to confirm a UCI ProTour licence has been granted until 31 December 2013. Dr Lomax-Smith says official confirmation of the extension ensures that the Santos Tour Down Under remains in the top league of international cycling for at least four years. “This is a real vote of confidence in the Tour from the UCI, and confirms the Santos Tour Down Under as one of the best cycling races in the world,” she says. The 2010 Santos Tour Down Under will be held in South Australia from 17-24 January 2010. More information: www.tourdownunder.com.au 
Four South Australian establishments were recognised at the Australian Hotels Association (AHA) National Awards for Excellence at Conrad Jupiters on Queensland's Gold Coast in July.
Accolades for South Australia included:
The National Awards for Excellence follow on from the 2009 AHA|SA's Hotel Industry Awards for Excellence held at the Adelaide Entertainment Centre on 1 July. 2009 AHA|SA Hotel Industry Awards for Excellence winners included:
SATC Chief Executive, Andrew McEvoy, says the AHA South Australian and National Awards for Excellence recognise the best in the industry and showcase the finest hospitality can offer. "To see so many South Australian establishments reach these high levels of quality and service is very exciting," Mr McEvoy says. "The recognition of South Australian venues among such a strong field is a testament to the investment made by business owners and their employees, and demonstrates the maturity of the industry and its ability to offer quality, consistency, professionalism and innovation. "Hotels are integral to the $4.3 billion tourism industry in this State and for many international and interstate travellers, interactions with hotel staff are often their first contact with South Australians, so they leave a lasting impression, and an opportunity to create memorable experiences for visitors to our State. "Creating new and refreshed tourism developments in the State is a key strategy of the South Australian Tourism Plan 2009-2014, and as demonstrated by these awards, the South Australian hotels industry has shown its commitment to increasing the quality of product available to locals and tourists alike."
Acclaim for Adelaide Convention Centre 
The Adelaide Convention Centre has received worldwide recognition for innovative business practices by bringing home a prestigious international award, the AIPC Innovation Award.
The coveted AIPC Innovation Award was presented to Adelaide Convention Centre Chief Executive Alec Gilbert at the annual conference for AIPC – the International Association of Congress Centres – in July, in A Coruna, Spain. The Centre beat tough competition from across the world including Montreux Music & Convention Centre, Centre des Congrès de Québec, Washington State Convention & Trade Center, Toronto Congress Centre, Darwin Convention Centre and Melbourne Convention and Exhibition Centre. "The Adelaide Convention Centre is recognised as a leader in Australia’s meetings and events industry, but to be presented with this award which recognises innovation and the creation of new approaches in any aspects of management, marketing or operations, is a real feather in Adelaide’s cap," Adelaide Convention Centre Chief Executive Alec Gilbert says. The award recognises the innovative methods that the Centre applies to the minimisation of food waste, including its worm farm, biobin compost program and the donation of unused food to Foodbank SA. The Adelaide Convention Centre has also recently received silver Green Globe accreditation, the highest level awarded to any Australian convention centre, in recognition of the excellent standard of sustainable environmental practices within the Centre. In May, the Centre was recognised for its environmental excellence and innovation within the meetings industry receiving the 2009 IMEX Green Supplier Silver Award in Germany, while in London, it was one of only seven companies in the world and the only organisation in Australia to receive the International Presidential Corporate Award for its significant and valuable corporate support to Variety Club SA. And early last year, Adelaide Convention Centre became the first convention centre in Australia to offer Go for Green conference packages that help conference organisers reduce the carbon footprint of events while also receiving international attention when it established a worm farm to munch through up to 350kg of organic waste each week. The Adelaide Convention Centre enjoys a global reputation for excellence and is consistently ranked among the world's top ten convention centres.
Air Access: A Key to Tourism Success 
The South Australian Tourism Commission (SATC) sees increasing air access into South Australia as one of the keys to reaching its goal of making tourism a $6.3 billion industry by 2014.
Strategy 11 of the South Australian Tourism Plan 2009-2014 sets out its aim of increasing weekly domestic passenger seat capacity to 100,000 and international seat capacity to 10,000 by 2014. The SATC and its partners are already making inroads in this area. There are now more than 71,000 domestic airline seats arriving in Adelaide each week, up from 45,500 in 2003. Tiger Airways’ second Australian base was launched at Adelaide Airport in March 2009, and the airline is forecasting an extra five million passengers coming into South Australia during the first eight years of its operations. In July, Tiger Airways started flying the Adelaide to Sydney route, and announced that it will start flying the route twice daily in October, bringing the total number of weekly Tiger Airways’ flights into Adelaide to 41, up from 14 when it first started flying here in January last year. Tiger Airways is now flying into its Adelaide base from Sydney, Melbourne, Perth, the Gold Coast, Hobart and Alice Springs and Canberra, set to bring more than 375,000 seats into Adelaide during the next 12 months. This will also bring the total number of inbound seats to 383,760 annually: these are low-cost inbound seats that did not exist less than a year ago. Hot on the heels of Tiger Airways’ announcement of an increase in its flights from Sydney, Jetstar announced last month that it would reintroduce a second daily Sydney-Adelaide service from October, bringing an additional 2,500 seats each week into Adelaide. Jetstar now offers 54 weekly return services to Adelaide, including direct flights from Sydney, Melbourne, the Gold Coast, Brisbane, Perth, Darwin and Cairns. In the international arena, there is also progress being made: 29 international flights per week now fly into Adelaide, up from 13 in 2003. But South Australia is still underserviced by international airlines: the State has less seats per person than any other Australian city with an international airport. While Adelaide has one international inbound seat for every four Adelaide residents, Perth is four times better served with more than one seat per resident. The SATC’s experience shows that when seat capacity increases, the market soaks it up. There is enough demand and a significant population base to merit extra airline capacity into South Australia. Increased capacity from a range of different airlines also leads to increased competition which puts downward pressure on fares. This has occurred all around Australia. South Australia needs to ensure that it gets its fair share, or in fact better than its share of market growth. The SATC is working closely with its partners Adelaide Airport Limited, the Department of Trade and Economic Development and the Department for Transport, Energy and Infrastructure to increase the number of available seats flying into Adelaide from our key international markets. These markets include New Zealand, the US, the UK and Europe. Asia is a gateway from Europe and so it is important that flights are also created which link Adelaide with major international airports in South East Asia. By pooling resources with its partners, the SATC has strengthened the business case it takes to airline companies to lobby for increased flights into Adelaide. Together, the partners have engaged with all the domestic and international airlines currently flying to Adelaide, and pitched to new carriers. They have also developed a state air service strategy and created opportunities for cooperative marketing with airlines. And most exciting of all, they have collectively bid for and won the rights to host the 8th Asia Pacific Route Development Forum in April 2010, which has never before been held in Australia. This means that more than 400 airline industry decision makers representing 60 airlines from South East Asia and beyond will be able to see Adelaide first-hand. This forum will be another opportunity for the SATC to influence airline companies and increase air access into South Australia. And there will be other opportunities its current strategies have created. The SATC and its partners are in this for the long haul. Results will be delivered over time. The partnerships have had some good quick wins but others will take longer to materialise. The current economic environment is posing challenges that the airlines have never before seen, and South Australia needs to be a part of their solution to this global change. The ground work that the SATC is laying now, and the relationships it is nurturing with airlines, will bring benefits to the tourism industry over the next couple of years. Watch this space.
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On Sunday, 2 August, Eyre Peninsula came to Adelaide to show off its people, attractions, food and wine at the first Eyre Peninsula Expo.
The event was an initiative of Tourism Eyre Peninsula, in partnership with the Port Lincoln Hotel, and also showcased 20 of the region’s leading producers and tourism operators as they joined forces for a day of food and wine tastings, cooking demonstrations and tourism information. The event was a resounding success, with 620 members of the public attending the Expo, which was held at the Arkaba Hotel in Fullarton. More than 40 per cent of the people who came through the door for the event were from suburbs covered by the Councils of Burnside and Unley – the same suburbs where many of South Australia’s high-yield "experience seeker" target market live. It is these "experience seekers", also known as "Greg and Helen", to whom the South Australian Tourism Commission has been pitching its biggest ever domestic campaign – which highlights the Eyre Peninsula as one of South Australia’s premier holiday destinations. Members of the public who attended the Eyre Peninsula Expo were treated to oyster shucking demonstrations and tastings by Lester Marshall, of Coffin Bay Oyster Farm, and a cooking demonstration featuring Eyre Peninsula seafood by Michael Angelakis, with Crows captain and Port Lincoln Hotel leaseholder, Simon Goodwin. Eyre Peninsula wines and tasting plates were also available for sale. Overall, the event provided a one-stop shop for people wanting to plan a visit to the region, as well as an opportunity for members of the public to chat with local tourism operators, producers and winemakers. Many of the tourism operators used the event as a chance to launch new packages and specials, and Eyre Peninsula Regional Tourism Manager Emily White says the event was such a success that she hopes to repeat the event, and perhaps make it a regular annual or six-monthly event. More info: Tourism Eyre Peninsula on 08 8682 4688
Fleurieu Peninsula Plan Update 
Since the Fleurieu Peninsula Region Integrated Strategic Tourism Plan (FPRISTP) was launched in 2007, it has paved the way for a number of initiatives in the region.
Progress in carrying out the aims of the Plan have been overseen by the FPRISTP Implementation Steering Committee, which first met in July 2007 and was strengthened in January 2008 when the Products and Experiences Coordinator joined the ranks of Fleurieu Peninsula Tourism to coordinate the implementation of the Plan. At the half-way point in the life of the five-year Plan, 23 of 56 strategies have been made into realities and several more are in the pipeline. The Plan has guided some significant achievements so far including the roll out of a Brand Policy for the region and fresh new interpretive signage for the Murray Mouth. The SA Whale Centre has been upgraded and expanded to incorporate the wider marine environment while the region’s major touring route – the Fleurieu Way – has been revitalised by the addition of GPS technology. In 2009-10, the focus of the FPRISTP Implementation Steering Committee will be on attracting tourism investment to the Fleurieu Peninsula. This will be done through the actions of the Tourism Investment Attraction Group (TIAG), which was set up in October 2008, and the information gleaned from TIAG’s Geographical Information System (GIS) mapping exercise. TIAG is a group of Local Government agency representatives from across the region who have been brought together to form a driving force to actively promote tourism investment on the Fleurieu Peninsula. To date the group has collated a Prospectus Summary of potential investment sites, made possible by the GIS mapping, which was carried out earlier this year to plot areas of tourism significance across the region. TIAG will work closely with the South Australian Tourism Commission during 2009-10 to ensure that the Fleurieu Peninsula is an attractive option for potential tourism investors, that council policies are reviewed in order to make tourism development easier in the region, and that the region attracts investors to build the product TIAG has identified as lacking among the existing product offerings. The Heysen Trail is also expected to receive considerable attention this year, so that the iconic walking trail reaches its full tourism potential. Also as a result of the Plan, culinary tourism in the region has received a boost, with the first Sumptuous Fleurieu Peninsula Regional Food and Wine Guide published this year. The publication was included with the May edition of Sumptuous Magazine and is also available for sale as a stand-alone guide at various outlets. A 2010 food and wine guide for the Fleurieu Peninsula will be produced by Sumptuous Magazine ready for release in April or May. More information: Fleurieu Peninsula Tourism on 08 8556 8766
Sea SA car and passenger ferries has reported growth in company revenue of 11 per cent during the past financial year, despite the global economic crisis.
Sea SA Managing Director, Stephanie Dawson, says the results have consolidated the ferry service, which was launched in December 2006, and mean that it is here for the long haul. During 2008-09, Sea SA carried a total of 27,774 cars; 77,128 passengers; 3,757 trailers; 780 trucks; 137 buses and 1,138 motorbikes across Spencer Gulf between Yorke and Eyre peninsulas. Ms Dawson says Sea SA has adapted to the current market by maintaining its pricing at 2007-08 levels, introducing popular off-season discounts, and streamlining the number of daily services offered. In this way the company has continued to deliver daily services between Lucky Bay and Wallaroo, while reducing operational costs, safe-guarding growth and ensuring the viability of the popular tourist and transport route. Sea SA has also announced construction of a new purpose-built, 56 metre vessel, Aurora, expected to commence service across the Spencer Gulf in mid to late 2010. The new ferry, which will replace Sea Spirit, will carry 85 cars and 300 passengers. Sea Spirit has already been sold, so Sea SA ferry services are currntly suspended during the slowest period of the year. An interim vessel will restore Sea SA services as usual from Thursday 1 October, departing from Wallaroo and Lucky Bay, twice daily during the week, and once a day on weekends. The company’s Yorke to Eyre Peninsula ferry service cuts 325 kilometres of driving between Eyre and Yorke peninsulas, making it an excellent tool for fuelling self-drive holiday growth in the region. More information: www.seasa.com.au
Hungry Travellers in the Limestone Coast 
In a new twist on sustainable tourism, Limestone Coast Tourism and the region’s Visitor Information Provider Network have banded together to provide visual incentive for visitors to recycle.
The two organisations have created and distributed "Hungry Traveller" boxes throughout the region, to encourage visitors to leave behind the brochures they no longer need on their travels so they can be recycled. Limestone Coast Regional Tourism Manager Biddie Tietz says that it is important to think about the whole life cycle of the publications Limestone Coast Tourism creates, and not focus solely on their creation and distribution. "With visitors becoming increasingly environmentally aware it is important that we provide a service that helps to reduce our carbon footprint," Ms Tietz says. The "Hungry Travellers" can be found at Beachport, Bordertown, Millicent, Naracoorte, Penola and Coonawarra, Robe and The Lady Nelson Visitor Information Centres. They can also be found at Visitor Information Outlets in Tintinara, Keith, Meningie, Port MacDonnell and Tailem Bend with boxes soon arriving at Nelson, Lucindale and Avenue Range and Kingston SE. The distribution of the Hungry Travellers and the support of the Visitor Information Provider Network’s familiarisations are part of the newly developed Limestone Coast Tourism Plan for 2009 -2010. This plan outlines the directions and goals for Limestone Coast Tourism for the coming year and highlights some exciting new directions for tourism in the region. Copies of the tourism plan are available from Limestone Coast Tourism by phoning Bianca on 08 87231644.
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The South Australian Tourism Commission's (SATC) UK team recently supported a Tourism Australia marketing campaign which embraced the online worlds of MySpace and Bebo, a popular UK social networking site, similar to MySpace.
The UK and Ireland promotion showcased the many working holiday experiences available in Australia by offering the best of them up as a prize. Jobs on offer as the prize included working as a dive guide in Western Australia on a dolphin cruise boat, sailing around the Whitsundays on a tall ship, or meeting the stars as a roving reporter at the Sydney Observatory. But it was working at The Prairie Hotel, in South Australia's Flinders Ranges, that the Bebo competition winner, Lauren, selected as her prize. Her winning submission was an ode to South Australian Outback hospitality. "Oz-pitality beckons, Prairie Hotel sounds beaut, The campaign's choice of online media meant that it could reach its target audience of 18-30 year-olds using their preferred media, and engage them in conversation. Social media provides an authentic environment for young travellers to share their own Australian travel stories, at which point they become believable advocates for the destination and assist the campaign to succeed through virtual word-of-mouth. Lauren will arrive in South Australia in September to begin her working holiday, which will also include time spent in an Adelaide backpacker hostel, tours of the Barossa, Flinders Ranges and Kangaroo Island, and a swim with dolphins at Glenelg. More information: Lachlan Swan on 08 8463 4590
Adelaide Zoo Braces for Panda-monium 
It is not long now until two very special international visitors arrive on Australian soil – bringing with them the promise of one million additional visitors to Adelaide Zoo during the next year.
In 2008, an agreement was reached between the China Wildlife Conservation Association and Adelaide Zoo for a pair of young Giant Pandas (Wang-Wang and Funi) to be loaned to Australia for 10 years. This will be the first time Giant Pandas will have been exhibited in Australia since 1988. Construction of Adelaide Zoo's Giant Panda House is due to be completed this month. The state of the art construction is divided into two enclosures – one for each panda - with each of the panda's exhibits equivalent in size to the average Adelaide house block. This space is required as pandas are solitary animals except at breeding time, when a divider between the two adjacent enclosures will be removed, allowing the pandas to meet. The enclosure includes custom made chilled rocks and extensive water features. The pandas, Wang Wang and Funi, are due to arrive in Australia mid-October when they will go into quarantine until their first public appearance on the 14 December at Adelaide Zoo. A major goal of Zoos SA is to enable the pair to breed – not an easy feat given the tiny timeframe that female Giant Pandas are fertile – to ensure the survival and success of this endangered species. The arrival of a baby Giant Panda would further boost visitor numbers to the historic Adelaide Zoo. There are less than 200 Giant Pandas in captivity, with only a handful in international zoos including Atlanta (U.S.), San Diego (U.S.), Tokyo (Japan), Vienna (Austria), Chiang Mai (Thailand) and soon Adelaide. There will be no additional cost to view the pandas for members of the public who pay to enter Adelaide Zoo. Zoos SA members will continue to receive free entry to the zoo as well as special privileges when the pandas arrive, such as express and early entry. More information: http://www.adelaidezoo.com.au/
The SATC Targets New Zealand Farmers During the past two months, the South Australian Tourism Commission's (SATC) New Zealand office has been on the road promoting Adelaide and South Australia to rural New Zealand and Auckland wine and food lovers.
In June 2009, the SATC exhibited at Hamilton Field Days, New Zealand's largest agricultural show. Held over four days, the event attracted more than 117,000 people. Through a partnership with House of Travel and iconic New Zealand rural clothing brand, Swanndri, the SATC encouraged consumers at this Show to book a holiday to South Australia by offering them the chance to win $250 of Swanndri clothing. Then, in late July 2009, the SATC exhibited at the Auckland Food & Wine Show. Despite the current economic climate, more than 41,500 Kiwis attended this four-day event – 5000 more than last year. In an effort to increase booking conversions and directly target consumer interest, the SATC partnered with GO Holidays to produce and distribute a four-page tactical flyer, focussing in SA's wine and food experiences at the show. There were an encouraging number of enquiries about South Australian holidays at the show. Many consumers had already booked flights and were looking for sightseeing and accommodation suggestions. However, the SATC team at the show also convinced a good number of Kiwis who hadn't booked yet or had not previously considered travelling to Adelaide and South Australia to book a holiday here.
The German news channel n-tv has taken its viewers on a 30-minute journey through South Australia.
The show's travel guide is the acclaimed Sophie Schütt, who herself has an Australian passport and has also worked and lived in Australia. Together with Sophie, German TV viewers have seen Kangaroo Island, Adelaide, Barossa and the Outback. The TV show included South Australian wine-tasting, swimming with dolphins and spending the night under Outback stars. Sophie's enthusiasm for South Australia is obvious throughout the show. The show was broadcast four times in total, and an associated competition offered a three-week trip to South Australia as the prize. Further information on the South Australian regions highlighted during the broadcast and competition details were available to viewers online, at the TV channel's website. The show will also be broadcast a further 12 times on the local TV channel TV Berlin. More information: Lachlan Swan on 08 8463 4590
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Funding helps SA tourism development 
A southern extension of the Clare Valley's famous Riesling Trail, new accommodation for the Murraylands, interpretive signage for a heritage walk around Tanunda and the creation of a weekend providore store and café behind the Naracoorte Art Gallery are just some of the developments to win grants from the South Australian Tourism Commission (SATC) this financial year.
The latest Minor Tourism Development Fund grants, announced in August, will foster the creation of new and refreshed tourism developments in the State, a key priority of the South Australian Tourism Plan 2009-2014. Eleven South Australian tourism developments, worth a total of $3.3 million, will go ahead this year with the help of these grants, further developing areas of appeal and providing upgrades to vital tourism infrastructure at key locations that appeal to the target market. As outlined in the South Australian Tourism Plan, it is imperative that South Australia fosters a collaborative approach with investors to develop new experiences and refresh existing properties, giving South Australia something fresh and new to communicate to comsumers through its marketing, and giving holidaymakers another reason to visit our State. The Minor Tourism Development Fund grants, which total $285,000, are part of the $2 million the SATC will invest this year in part-funding tourism development designed to draw visitors to South Australia and enhance their stay here. The SATC will also commit $120,000 in funding for three additional new tourism ventures. A grant of $50,000 will go towards the renovation and relaunch of Arkaba Station as the ultimate authentic Outback experience – with all the comforts of a luxury retreat. And as part of its commitment to taking food and wine tourism experiences in the State's established wine regions to the next level, as outlined in the South Australian Food & Wine Tourism Strategy, the SATC is providing $50,000 towards building a conference centre and cellar door at Katnook Estate, an internationally recognised winery in the Coonawarra. The SATC has also committed $20,000 towards a berth at St Kilda, so that passengers on a Spirit of the Port cruise can disembark and stroll through the St Kilda mangroves as part of their eco cruise experience. 2009-10 Minor Tourism Development Fund Grants recipients are:
Record Nominations for SA Tourism Awards 
A record number of nominations have been received for the 2009 South Australian Tourism Awards.
Tourism operators from all regions of South Australia will compete in their respective categories for the opportunity to be named one of South Australia's finest tourism operators. Reversing a four year trend, nominations have jumped 20 per cent this year to a total of 169 from across the State, following the Awards' change of ownership to the newly-formed South Australian Tourism Industry Council (SATIC). Tourism Minister Jane Lomax-Smith says that more tourism businesses going through the Awards process reinforces consumer confidence by fostering better business practices across all sectors – from our major attractions and festivals to our accommodation and tour operators. "The Awards are also an important way to acknowledge the hard work and achievements of our State's tourism industry, as well as setting benchmarks to further improve tourism services and products," Dr Lomax-Smith says. SATIC Chief Executive Ward Tilbrook says it is encouraging to see so many tourism businesses committed to reviewing their own goals and achievements through the awards process, building their professionalism and showcasing their success to the industry. "SATIC aims to present the South Australian tourism industry as professional and high quality, and to do this we need local tourism businesses to collectively show that our industry values and recognises excellence," Mr Tilbrook says. "Now more than ever, in a tougher financial environment, tourism businesses need to proudly put themselves forward as having a quality tourism experience to gain a competitive advantage over their competition." The Awards Presentation Ceremony and Gala Dinner will be held on Saturday 7 November at the Adelaide Convention Centre. The winner in each category will then go on to represent South Australia at the Qantas Australian Tourism Awards in February. More information: www.satic.com.au
SATC Domestic Campaign Success 
South Australia's newest tourism campaign is already producing results, accounting for an extra 235,000 room nights and an extra $28.5m generated in holiday sales.
The South Australian Tourism Commission's (SATC) Isn't It About Time campaign, launched in the eastern states in February, is the largest ever promotion of South Australian tourism. The campaign, which has a total value of $7.5 million, is already having an impact and the signs are very positive:
Tourism Minister Jane Lomax-Smith says the success of the campaign is a reflection of South Australia's wonderful tourism product and a determined effort by the SATC to target the 20 per cent of Australian holidaymakers who account for 71 per cent of holiday expenditure. "We know from research that the people in this target group, who know what SA has to offer, love our State and when the others find out about us, they quickly put SA onto their short list of places for a holiday," Dr Lomax-Smith says. "For us the real measure of success is real people turning up and spending money. Our solid performance in areas where it counts is underlined by national accommodation figures for May 2009 that put Adelaide, at 77 per cent, in the top three for occupancy rates, well above the Australian average of 69 per cent."
Boost for SA's Events Calendar 
New funding from the South Australian Tourism Commission's (SATC) for 39 regional events and festivals will help cement South Australia's reputation as "the Festival State".
Tourism Minister Jane Lomax-Smith announced $665,000 funding for 39 events in 2009-10, as part of the Government's strategy to increase visitor numbers to regional South Australia. "The events and festivals receiving Government grants in 2009-10 will raise the profile of regional South Australia and attract visitors from around the State and over the border to our regions," Dr Lomax-Smith says. "Tourism directly and indirectly employs 50,000 South Australians, making tourism dollars the lifeblood of many regional South Australian economies. "Many of the events we are funding in 2009 and beyond, such as the Barossa Vintage Festival and the Port Lincoln Tunarama Festival, bring many thousands of people into regional towns across the State. "This latest events funding underlines the Government's commitment to promoting events as a key hook to attract visitors and boost the State's profile, in line with one of the key strategies set out in the South Australian Tourism Plan 2009-2014. Events and festivals funded through the SATC's 2009-10 Regional Events & Festivals Program and Community Events Development Fund are:
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Chinta Air Tours 
South Australian company, Chinta Air Tours, offers tailor-made air safaris of Australia, specialising in the Outback and the Eyre Peninsula. Since its launch in 2003, the company has grown to become regarded as one of Australia’s leading aviation tour companies by both national and international tourism trade and visitors. Chinta’s tours depart on demand with a minimum of two people, and each tour is treated as an individual booking, so travellers never have to share a plane with another group. Tours are the complete package, and include sole use aircraft charter, accommodation, meals, four-wheel-drive tours at the destinations, and airport transfers. Accommodation can be luxury station stays, safari camps, bed and breakfasts, or boutique hotels. We talk to the company’s Marketing Manager and Pilot, Felicity Brown, about how Chinta Air Tours began and grew into the company it is today.
How and why did you start up your first tourism business, and how long have you been operating for? We started Chinta Air Tours in 2003. Noel Schwarz and I were both pilots, and had a plane, and thought the Western Eyre Peninsula had a lot to offer. We wanted to share the amazing scenery with others, while enjoying our passion, which is flying. What challenges have you encountered as a tourism business? We learned that the Eyre Peninsula doesn’t really rate a mention as a tourist destination. In the five years we’ve been operating, we’ve noticed the profile increase but that is due, in part, to the number of dedicated tour operators on the Eyre Peninsula who keep sending out the message that the Eyre Peninsula is a fantastic place to visit. We learned that state boundaries only count to Australians: the international market instead looks at regions and experiences – e.g.. the Kimberley, the Great Barrier Reef, Kangaroo Island. Our biggest challenge was our naivety – we believed the region, and our style of product, would sell itself because, of course, everyone knew where the Eyre Peninsula was, and everyone knows that flying in a light aircraft is the best way to travel! We have since learned that we must continually be selling the region, and its attractions, as well as selling our own air safaris. What is the most rewarding aspect of your work? The most rewarding aspect is to hear compliments from the passengers, such as "In 30 years of travelling, that is one of the best experiences I’ve done". The other aspect I like is to hear a passenger say: "I was a bit scared about flying but you made me feel so safe, I would do that again without a problem". Another rewarding aspect is to see the growth in our business. What advice would you give to any budding tourism operator? Tourism is not a "get rich quick" industry – be prepared to be in the game for a while before you will start to see rewards. Allan Payne of Baird Bay Eco-Charters told us recently "It took me 15 years in the business to become an overnight success". Every single person is a potential customer, so keep positive, keep smiling. Believe in your product, and what you offer. |
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