Act or Regulation and Requirement
South Australian Tourism Commission Act 1993
(1) The Commission must, on or before 30 September in every year, forward to the Minister a report on the Commission's operations for the preceding financial year.
(2) The report must contain—
(a) the audited statements of account of the Commission for the preceding financial year; and
(b) a report on—
(i) the state of tourism and the tourism industry in the State; and
(ii) the Commission's plans and the extent to which they have been implemented; and
(iii) the extent to which the Commission met the targets set in the performance agreement for the preceding financial year; and
(c) any other information required by or under the provisions of this Act or any other Act.
(3) The Minister must, within 12 sitting days after receiving a report under this section, have copies of the report laid before both Houses of Parliament.
(i) the state of tourism and the tourism industry in the state
South Australia’s tourism industry has enjoyed strong growth for a number of years now and 2018-19 has been no exception. During this time our state’s visitor economy has grown to a record $7.6 billion, employing 38,900 people across 18,000 businesses. These results show we are tracking well against our 2020 targets of growing our visitor economy to $8 billion and reaching 41,000 tourism jobs.
We are also experiencing record levels of visitation, welcoming 7.9 million international and domestic visitors as of June 2019, up eleven per cent since June 2018.
With 2020 fast approaching, the SATC undertook a significant piece of work during 2018-19 – the development of the new South Australian Visitor Economy Sector Plan 2030. Setting ambitious targets to grow our industry into the future, the plan aims to grow our visitor economy to $12.8 billion and employment to 52,000. The plan was developed extensively with industry which saw the SATC travel 5,000 kilometres across every region in our state to conduct 37 hours of workshops at 16 locations. Almost 700 people across industry and government directly participated in the development of the plan, making it a strong plan for industry, by industry. We were pleased to see our 2030 plan launched in the new 2019-20 financial year by the Premier and Minister for Trade, Tourism and Investment, David Ridgway.
The SATC is committed to delivering its 2020 targets and, to this end, has delivered a range of key activities during 2018-19 to achieve growth for our industry.
Our international marketing continues to concentrate on key markets such as the UK and China. China is now our state’s top international market recording 66,500 visits and expenditure of $378 million as of June 2019. The use of images and video content for the China and Hong Kong markets in 2018-19 featuring Global Tourism Ambassador, Huang Xiaoming has seen some great results. Our trade partners reported an average increase in bookings of 37 per cent, while there was a 357 per cent increase in leads to China Southern Airlines with a reach of five billion consumers. International visitor spend for the year end June 2019 sits at $1.1 billion, in line with the waypoint of $1.1 billion to reach our 2020 target of $1.2 billion.
On the domestic marketing front and the Rewards Wonder campaign, launched in October 2018, has also delivered great results for the state. These include: domestic visits to our consumer website, www.southaustralia.com during the campaign period were up 73 per cent, year on year, while leads to South Australian tourism operators and travel industry partners increased by 186 per cent.
Events are an important driver of visitation to our state and contribute to our visitor economy. As of March 2019, the economic impact of key leisure events reached $393 million, on our way to our 2020 target of $400 million.
Our managed events have performed very well during 2018-19 with record breaking results. The 2019 Santos Tour Down Under generated an economic impact of $70.7 million, up 11 per cent on the 2018 event. 2019 also saw 48,000 event specific visitors from overseas and interstate travel to South Australia just for the Tour Down Under, up from 46,000 the previous year.
The 2019 Superloop Adelaide 500 also generated a record economic impact of $45.9 million, up 9.5 per cent compared to 2018. The event attracted an estimated 15,200 interstate and overseas visitors, compared to 12,197 in 2018.
The 13th edition of Tasting Australia, held in April 2019 was the most popular in the event’s history. 64,000 people attended Town Square, the free festival hub in the Adelaide CBD, up 18 per cent compared to 2018. The event also attracted 11,377 international and interstate visitors, a 42 per cent increase on 2018.
The 2018 Credit Union Christmas Pageant saw a live audience of 429,000 people view the pageant at the event or on television and an additional 58,000 watched the same day television replay. The PR media value was $17.44 million. This event was the last one with the People’s Choice Credit Union, Beyond Bank Australia, Credit Union SA and Police Credit Union as collective naming-rights sponsor after 23 years. National Pharmacies is the new naming rights sponsor for the 2019 event.
The SATC had overseen the Convention Bid Fund, but as of 1 April 2019, responsibility for this fund transferred to the Department of Trade, Tourism and Investment in line with the recommendations made by the Joyce Review.
Direct air access continues to be a focus and as at 30 June 2019, there were ten international airlines operating 49 flights per week to Adelaide. This equates to around 12,500 international seats to Adelaide each week.
Development and organisation of the World Routes 2019 aviation conference was a significant focus during 2018-19. World Routes is the global meeting place for airlines, airports and aviation stakeholders. In September 2019 it will be held in Adelaide, South Australia – making it the first time the event will be held in Australasia. The event is expected to provide new aviation development opportunities for our state going forward and promote South Australia as a tourism destination to a large group of business visitors.
Our cruise ship season for 2018-19 saw a record 82 cruise ship visits to South Australian ports, a 21 per cent increase on last year. The 2018-19 season also attracted over 167,000 passengers and crew to our state.
These key activities all contribute to driving tourism in our state forward. The SATC is committed to growing the visitor economy, growing jobs and driving demand for South Australia. We will continue to work with the State Government and our industry partners and operators to grow tourism to $8 billion and deliver an additional 10,000 jobs by 2020.
(ii) the Commission's plans and the extent to which they have been implemented
This information is outlined throughout this Annual Report and in part iii below.
(iii) the extent to which the Commission met the targets set in the performance agreement for the preceding financial year
The 2018-19 SATC Board Performance Agreement Report can be viewed on the SATC Corporate website here.
Reporting required under the Carers’ Recognition Act 2005
None to report.