Tourism strategy on track to create 1000 new jobs

20 February 2016

Minister Ian Hunter 
Minister for Sustainability, Environment and Conservation

Minister Leon Bignell
Minister for Tourism

The State Government has released a nature-based tourism strategy which aims to inject $350
million a year into the state’s economy and create 1000 new jobs by 2020.

Sustainability, Environment and Conservation Minister Ian Hunter and Tourism Minister Leon
Bignell launched the strategy along with a five-point plan of action today.

“The strategy will support existing nature-based tourism ventures, create new world-class
experiences, and raise awareness of the state’s natural attractions,” Mr Hunter said.

“South Australia has amazing natural assets and tourism opportunities like nowhere else in the
world and we intend to build on these with further investment.

“We will be highlighting tourism opportunities in parks and ways for local businesses and
communities to capitalise on niche markets and existing government ventures.

“For example, the State Government has invested $5 million in the Kangaroo Island
Wilderness Trail, an amazing five-day walk which will open up opportunities for businesses
offering accommodation and guided tours.

“Next, we will look at partnering with traditional owners and local government to develop more
stand-out multi-day walks in areas such as the Flinders Ranges, along the Heysen Trail and on
the Murray River.

“We will also be looking for ways of boosting the tourism status of our parks, such as the
possible nomination of the Flinders Ranges for World Heritage status.

“We are already investing more than $10 million in projects which will bring more people to the
Adelaide Hills region and will help make it an international mountain bike destination.”

Mr Bignell said in this year’s budget, the State Government invested $35 million over two years
to market South Australia nationally and internationally.

“Tourism in South Australia is already worth $5.4 billion a year and employs 32,000 people.
We want this to grow to $8 billion and 41,000 jobs by 2020,” he said.

“From shark cage diving in Port Lincoln, to the stunning wildlife on Kangaroo Island and the
breath-taking Flinders Ranges and Outback, we already have some of the world’s best naturebased tourism experiences.

“By continuing to support ambitious ideas and cutting-edge experiences we will further cement
our place as a destination of choice for international and interstate visitors.

“As part of this action plan, we will also be building on ways we can further link nature with our
economic priority of premium food and wine from our clean environment.”

Mr Hunter said the State Government would hold regional forums and engage with traditional
owners, businesses and community groups and a whole-of-government task force would be
established to drive the action plan, including conducting the state’s first summit on naturebased

The strategy and action plan were launched today at the newly completed mountain bike and
bushwalking trail in Cleland Conservation Park.

The trail links the Crafers Interchange with Mount Lofty Summit, providing an access route for
both mountain bikers and bushwalkers.

The State Government worked with Adelaide Hills Council to formalise the route, which allows
riders to avoid the traffic of Mount Lofty Summit Road.

The new $150,000 link includes almost 700m of new trail and the resurfacing of 800m of
existing track.

For more information on the nature-based tourism strategy and action plan, visit

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