New global tourism campaign - boosting SA’s visitor economy

04 August 2016

Leon Bignell MP
Minister for Tourism

The State Government has launched a global tourism campaign in order to keep growing our record visitor economy.

The 17 ads will be on national television and marketed online and through social media to international markets.

In this year’s State Budget, the State Government invested – for the second year in a row – a record $35 million to market South Australia nationally and internationally and attract major events.

The State Government’s goal is for the visitor economy to grow from $5.7 billion to $8 billion by 2020.

The campaign features the well-known Hilltop Hoods song Higher as well as chefs Poh Ling Yeow, Andre Ursini, Lachlan Colwill, along with the best of the State’s premium food and wine and clothing from South Australian designers Paolo Sebastian, Tiff Manuell and RM Williams.

To view the ads visit:

Quotes attributable to Minister for Tourism Leon Bignell

There are 17 different ads and they capture the very best of Adelaide and our stunning regions from Kangaroo Island to the Eyre Peninsula, Adelaide Hills and Flinders Ranges.

It’s very fitting one of the State’s much loved musical acts, the Hilltop Hoods, have provided the background music and I would like to thank them for helping us promote SA to the world.

It’s been a great week for tourism in South Australia. New data shows we outperformed all other states in terms of jobs growth, recently recording an increase of 13.8 per cent across two years. This means 35,700 are directly employed in tourism in our state.

The recent introduction of direct flights by Qatar Airways to Adelaide and soon to land China Southern Airlines will help us build on these growing job figures.

Our growing fleet of airline services provides an ideal opportunity to showcase to the world what South Australia has to offer. Our investment in the Riverbank precinct, Adelaide Oval and the Convention Centre, is also helping to ensure we continue to attract world-class events and conferences – meaning even more visitors are coming here.

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