In the past year, South Australia’s visitor economy remained stable, while also facing an emerging number of headwinds that are impacting many sectors.

Tourism is not immune to national and global events. Higher interest rates and a rising cost of living have led to a lower household discretionary income. While natural disasters like the recent Murray River flood have also had an impact on tourism in our key regions.

While responding to these challenges, the South Australian Tourism Commission has worked with our industry to deliver important initiatives in marketing, events and destination development.

Achievements this year have included the reinstatement of direct Emirates flights to Adelaide, the launch of our new domestic marketing campaign ‘Travel. Our Way.’ and its winter version ‘Winter. Our Way.’, as well as delivering a substantial events program including the second instalments of LIV Golf Adelaide and AFL Gather Round.

A key priority for 2023-24 was to support our Murray River communities following the flooding event of summer 2022-23. The River Revival Voucher program and associated Rise Up for Our River marketing campaign were delivered in partnership with industry. This activity drove visitors back into the Riverland and Murray River, Lakes & Coorong tourism regions, aiding the recovery of flood-affected communities. This program resulted in an estimated $12.4 million injected into the Murray River regions, returning $5 to the regions for every dollar of investment from the State Government.

Tourism employment has grown by 9,800 jobs – its highest ever single year growth – bringing the total number of people directly employed by our state’s tourism industry to 40,600.

As at the year ending June 2024, the value of tourism in South Australia is $9.9 billion. International expenditure reached $1.3 billion in the year ending June 2024, up from $1.1 billion at the year end June 2023. International visitation has increased to 451,000 in the year end June 2024, 8 per cent down on pre-pandemic levels.

Interstate expenditure and visitation has been the standout. At $3.6 billion, there were 3.0 million interstate visits to South Australia – an all-time high. Interstate is the only market so far to exceed pre-COVID levels, while intrastate travel in South Australia remains below pre-pandemic levels.

While we celebrate these wins, we must also position ourselves to overcome the challenges that current economic conditions pose for the visitor economy – a challenge that is being felt nation-wide. That is why we are continuing to invest in demand drivers such as marketing and major events, positioning South Australia as a must-see destination.

The 2023-24 year ended with the appointment of Mr David Koch as Chair of the South Australian Tourism Commission, commencing on 2 July 2024. Mr Koch is a leading media professional and small business advocate. His work with the SATC Board will set the strategic agenda for our agency and I look forward to him championing the thousands of diverse and innovative businesses which make up our state’s tourism industry.

With that, I’d like to thank our previous Chair, Andrew Bullock, who served in the role since 2019 and made a tremendous contribution during this time. From helping steer the SATC and support industry through crises including the COVID pandemic and the once-in-a-century Murray River floods, as well as hitting new heights in the South Australian visitor economy.

Most importantly, I’d like to thank our state’s hard-working and resilient tourism industry. Through innovation and showcasing the best of South Australia, you’ve delivered strong results for our state. I know our partnership will celebrate more achievements in the year ahead and find solutions to the current and future challenges we may encounter along the way.

Emma Terry
Chief Executive Officer
South Australian Tourism Commission

 

Our Purpose	Our role under the South Australian Tourism Commission Act 1993 is to assist in securing economic and social benefits for the people of South Australia through promoting the state as a tourism destination and further developing and improving the state’s tourism industry.
Our Vision	To grow the visitor economy in South Australia to $12.8 billion by December 2030, providing 52,000 jobs.
Our Values	Go Boldly - We thrive on taking risks and enjoy stepping outside our comfort zone. Dig Deeper - We never settle for simply scratching the surface. We’re hungry for knowledge, fresh ideas and innovations. Can Do - We believe there’s nothing we can’t do as a team. Share The Love - We have a passion for excellence and exceeding expectations.
Our functions, objectives and deliverables	To help us achieve our vision, our work is guided by six strategic priorities, outlined in the South Australian Visitor Economy Sector Plan 2030: Marketing Experience and supply development Collaboration Industry capability Leisure and business events Promote the value of tourism

Our organisational structure as of 30 June 2024.

Our Board structure as of 30 June 2024.

Name	Position	Initial Appointment	Appointment Expiry Date
Mr Andrew Bullock	Chair and Director	2 July 2019	2 July 2021 – 1 July 2024
Mr Ian Horne	Director	5 October 2006	2 July 2023 – 1 July 2025
Mr Grant Wilckens	Director	2 July 2019	2 July 2023 – 1 July 2025
Ms Donna Gauci	Director	2 July 2019	2 July 2023 – 1 July 2025
Ms Jessica Greatwich	Director	7 October 2022	19 September 2023 - 18 September 2025
Ms Justyna Jochym	Director	7 October 2022	19 September 2023 - 18 September 2025
Mr Eoin Loftus	Director	19 September 2022	19 September 2022 - 18 September 2024

In 2023-24 there were seven Board Meetings held. All Board Directors attended all seven Board Meetings except for Mr Grant Wilckens and Ms Donna Gauci who attended six Board Meetings.

During 2023-24 there was one change to the agency’s structure and objectives as a result of internal reviews or machinery of government changes.

A new Group called Strategic Communications and Engagement was formed bringing together the PR capabilities of the organisation (Destination PR and Events PR), the Executive Services team to support government and Board interactions, as well as the Corporate and Government Communications team. The Agency’s marketing capabilities were also brought together under one Group. The Events Marketing team moved into the Marketing Group, working together to maximise tools, channels, expertise, resources and technology.

The Hon Zoe Bettison MP is the Minister for Tourism.

Emma Terry is the Chief Executive Officer, responsible for leading the agency to grow tourism in South Australia and increase the recognition of the value of tourism and its contribution to employment in our state.

Stephanie Rozokos is the Chief Operating Officer, responsible for driving the financial, business services and cultural direction of the agency, leading finance, legal, procurement, risk management, people and culture, strategy and insights and information communications technology functions at the SATC.

Chris Burford is the Executive Director of Strategic Communications and Engagement, responsible for driving the agency’s communications and PR activity. Chris also oversees the executive services functions of the agency, providing support to the SATC Board, Executive and Office of the Minister for Tourism.

Erik de Roos is the Executive Director of Marketing, responsible for leading the destination brand and developing and delivering marketing activity that promotes all that South Australia has to offer. The focus is on growing visitation and keeping South Australia top of mind as a compelling and accessible holiday destination.

Hitaf Rasheed is the Executive Director of Events South Australia, responsible for growing events in South Australia and attracting new events to the state to round out our events calendar. She also leads the management and delivery of the Santos Tour Down Under, Tasting Australia presented by RAA Travel, National Pharmacies Christmas Pageant and the state’s sponsored events, including AFL Gather Round and LIV Golf Adelaide.

Nick Jones is the Executive Director, Destination Development, responsible for increasing accessibility to South Australia, attracting new hotel and infrastructure development, and regional tourism development.

South Australian Tourism Commission Act 1993
Major Events Act 2013

After a strong year in 2022-23 where the visitor economy grew by $3.9 billion to $10.0 billion, we have started to see this growth slow as economic conditions tighten. The latest statistics to June 2024 show visitor expenditure fell to $9.9 billion, down 1 per cent on June 2023 and below the all-time high of $10.3 billion in September 2023. The latest result is still above the predicted forecast result of $9.2 billion.

Over the past year, expenditure in the visitor economy hit a record high before declining, influenced by external challenges such as rising living costs, higher interest rates, and an unstable international environment causing concerns.

The largest growth was in the international market as its expenditure recovers back to and beyond the record levels in 2019.

The latest results to June 2024 show that international expenditure grew $230 million from $1.1 billion to $1.3 billion, a strong result. While international visitation has grown 24 per cent in the last year, it remains 8 per cent below its pre-pandemic level.

The interstate market has seen growth over the year of $65 million and now sits at $3.6 billion. Similarly, latest data shows interstate visitors are at a record high and have surpassed 2019 results. By the year end June 2024, South Australia welcomed 3.0 million interstate overnight visitors, up 6 per cent on 2023.

The intrastate market has fallen by $76 million to $3.1 billion for the year end June 2024 down on the record high December 2023 result of $3.3 billion. Day trip expenditure across the year fell to $1.9 billion, down 14 per cent on the year end June 2023. Intrastate and day trip visitation both suffered declines in the last year (down 1 per cent and 13 per cent respectively) as well as continuing to be down on pre-pandemic levels by 11 per cent and 22 per cent.

The SATC’s 2030 ambition is to grow the visitor economy to $12.8 billion, generating 52,000 jobs. To reach this target, the South Australian Visitor Economy Sector Plan 2030 sets out six priority areas for industry development. They are Marketing, Experience and Supply Development, Collaboration, Industry capability, Leisure events, and Promote the value of tourism.

As of June 2024, the state’s visitor economy is worth $9.9 billion, ahead of the SATC’s target of $9.2 billion.

According to latest figures, tourism employment in the state is bouncing back following the severe impacts of the pandemic. To the year ending June 2023, 40,600 people were directly employed in the state’s tourism industry, an increase of 9,800 from 2021-22.

This surge in tourism employment, driven by the post-pandemic recovery period, is the largest increase in tourism employment on record.

The below table outlines the SATC’s high level targets and progress towards achieving its 2030 goals. For detailed information on the SATC’s strategic priorities under the South Australian Visitor Economy Sector Plan 2030 and its progress against these, please see the Board Performance Agreement Report at Appendix C.

The following tables below include a summary of the Election commitments and Agency commitments.

Agency objectives	Indicators	Performance
2030 Target – Total expenditure	Grow the value of our tourism sector to $9.2 billion per annum by June 2024 (on the way to our December 2030 target of $12.8 billion).	Target achieved: the value of South Australia’s tourism sector fell 1 per cent to $9.9 billion in the year to June 2024.
Election commitments that relate to 2023 Target – Total expenditure Tourism Industry Capability Building Program	Provide $1.6 million in funding to the Tourism Industry Council of South Australia (TiCSA) over a four-year period to deliver three programs: Business Capability Program, Careers in Tourism and Cultural Development Program.	Target achieved Business Capability Program: delivered more than the contracted 30 workshops (41 total) that visited 10 tourism regions and conducted 34 business coaching sessions. Careers in Tourism Program: the tourism Careers Guide was developed with over 2,000 copies distributed to schools and industry partners. TiCSA attended several career expos and school events, promoting tourism career pathways for young people, school levers and individual with disabilities. Cultural Development Program: the South Australian Aboriginal Tourism Operators Association (SAATOC) was officially formed in collaboration with Aboriginal tourism operators. An interim board has been established, while terms of reference are being finalised through an independent law firm.
Election commitments that relate to 2023 Target – Total expenditure Recreational Fishing Tourism Strategy	Develop a recreational fishing strategy in consultation with peak fishing bodies and other stakeholders to increase visitation motivated by fishing and to increase visitor spend and length of stay based on fishing opportunities. The strategy will be published in early 2024.	Target achieved. The SATC, in partnership with RecFish SA, published this strategy in February 2024 after a period of industry and public consultation that occurred from March through to August 2023, including the YourSAy platform.
Election commitments that relate to 2023 Target – Total expenditure Experience Nature Tourism Fund	Support the promotion of nature-based tourism activities in South Australia.	In progress. There are four rounds of funding available through the Experience Nature Tourism Fund. Round two closed in September 2023, with 15 projects receiving funding. Round one was delivered during 2022- 23. Across both rounds of funding, 33 projects have been supported across South Australia, worth $1.6 million in total project value.
Election commitments that relate to 2023 Target – Total expenditure Limestone Coast campaign	Develop a new campaign to lift the profile of the Limestone Coast region to Australia and the world. Support local events to grow and thrive such as the Generations in Jazz Festival, which draws tourists from across the state and interstate.	Target achieved. The SATC has partnered with 57 Films to deliver a documentary-style program to promote the Limestone Coast, starring Dr Richard Harris OAM to profile the unique geography and sinkholes of the region. The documentary aired on Channel 9 on 6 July 2024. The Generations in Jazz event received support through the SATC’s Regional Event Fund in 2023-24.
2030 Target – International expenditure	Grow international tourism expenditure in South Australia to $934 million by June 2024 with a milestone of $3.3 billion by December 2030.	Target achieved: the value of South Australia’s international tourism grew to $1.3 billion in the year to June 2024.
2030 target – Domestic expenditure	Grow interstate overnight expenditure in South Australia to $3.4 billion by June 2024 and intrastate overnight expenditure to $2.9 billion.	Target achieved: the value of South Australia’s interstate tourism sector reached $3.6 billion and intrastate reached $3.1 billion in the year to June 2024.
2030 Target - Employment	Grow tourism direct employment to 44,300 by June 2024 and 52,000 by 2030*. June 2023 target was 40,400. *Due to the 12-month lag in receiving employment data, the SATC will not receive the June 2024 figures until June 2025. In the 2023-24 Annual Report, the SATC is reporting against its June 2023 employment target.	Target achieved for June 2023: the latest data shows direct employment in the tourism industry grew by 32 per cent to 40,600 people in the year to June 2023. This is ahead of the June 2023 target of 40,400.
2030 Target - Leisure events	Increase the economic value of events to the full potential of $750 million by 2030, with a June 2024 waypoint of $496 million.	Target achieved: the value of South Australia’s leisure events sector grew 23 per cent to $546 million in the year to June 2024.

 

In 2023-24, the SATC continued to administer a range of processes and practices in delivering its responsibilities under the South Australian Tourism Commission Act 1993 and in adherence to government financial, procurement, contracting, human resources, ICT, governance, risk management and auditing requirements.

The SATC maintains a high level of financial control over its destination development, events and marketing operations to ensure accountability for government resources. These controls consist of processes (policies, procedures and systems) that are operated and monitored to provide reasonable assurance about the effectiveness and efficiency of operations, reliability of management, statutory, financial and taxation reporting, the appropriate management and control of risk and compliance with applicable legislation and other financial management policies.

The SATC ended the 2023-24 financial year in line with budget and met all savings targets required. In 2023-24, funding was provided from the Major Events Fund, which sits within the Department of Premier and Cabinet, to develop new homegrown events, grow our existing owned and managed events and secure major national and international events.

The South Australian Aboriginal Tourism Operators Association (SAATOC) was established in 2023-24. SAATOC is an Aboriginal-led independent association and Board, for Aboriginal tourism operators which recognises connection to Country, builds capacity, and supports Aboriginal tourism experiences as an integral part of South Australia’s tourism industry. The Tourism Industry Council of South Australia (TiCSA) supported the establishment of SAATOC through State Government funding.

The SATC’s Reflect Reconciliation Action Plan (RAP) supports our employee and tourism strategy with a set of key milestone deliverables which contribute towards the five dimensions of reconciliation: race relations, equality and equity, institutional integrity, unity, and historical acceptance. In 2023-24, the SATC’s RAP Working Group delivered key activities including advanced Cultural Awareness Training programs, National Reconciliation Week and NAIDOC week events including staff participation in a range of educational programs.

In 2023-24, the SATC continued to provide a safe working environment and implemented workplace measures aimed at promoting physical and mental wellbeing such as establishing a framework to address and comply with Psychosocial Hazard regulations. Accredited Mental Health First Aid Training and targeted employee wellbeing activities were delivered from Men’s Health Week to RUOK? Day. The new Resilience Project and Authentic Connection series were introduced, an online wellbeing series created to support employee mental and physical health.

The SATC’s values are embedded within the organisation through the Culture and Values Group which drives and influences the agency’s culture through staff engagement and implementation of initiatives which encourages a high performing workplace. In 2023-24, there was a continued focus on leadership development for existing and emerging leaders, including Manager Essentials training, Courageous Conversations and Cultural Intelligence programs.

The SATC conducted a series of Workforce Planning workshops which saw a Workforce Planning Strategy developed to outline ongoing actions to support and progress a high-performance team culture. The Workforce Planning Strategy is aligned with the SATC organisational values and strategic objectives to maximise employee engagement and build organisational capability.

Staff took part in the SATC’s annual staff engagement survey in December 2023. This survey provided an objective mechanism for assessing the cultural environment. Results from the survey reported high levels of staff engagement, above available industry benchmarks. Individual performance reviews were used to identify both organisational and individual learning and development needs and opportunities.

The SATC has increased organisational cyber security maturity in accordance with the South Australian Government cyber security requirements, namely the South Australian Protective Security Framework and the South Australian Cyber Security Framework. This has been achieved through partnerships with external agencies to continuously assess and improve upon the requirements and guidelines contained within these frameworks.

A number of measures were implemented in 2023-24 to ensure compliance including an improved Phriendly Phishing campaign (cyber security awareness training and phishing simulation solution), the appointment of a Cyber Security and Privacy Analyst and creation of a capability framework which will serve as the foundation for the SATC’s Digital Strategy. The SATC also implemented a new policy on the acceptable use of Artificial Intelligence (AI) tools for staff to guide how and when AI tools can be used to assist in their roles.

Program name	Performance
SATC Student Placement Program	The SATC works with local higher education providers to offer placements to students currently enrolled in courses related to tourism, marketing and events. In 2023-24, a total of 12 student placements were supported.
Aboriginal Employment Strategy	In line with the deliverables of the SATC’s Reflect Reconciliation Action Plan, the SATC continues to focus on developing Aboriginal and Torres Strait Islander employment opportunities as they arise. The SATC also works across government and with local higher education and Aboriginal recruitment providers to promote employment opportunities to candidates.
Traineeships & Apprenticeships	The SATC supports one trainee who is enrolled in Certificate IV in Live Production and Technical Services.

Performance management and development system	Performance
Employee Performance Management and Development Reviews (myCareer Performance Development tool was successfully implemented)	All employees are required to have individual performance management and development plans which are reviewed on a biannual basis. In 2023-24, 87.5 per cent of employees had a current performance review in place (the percentage without plans includes employees on periods of extended leave).
Employee Performance Management and Development Training	The SATC delivers in-house training to ensure employees have the knowledge required to complete biannual reviews. All employees attend training relating to the SATC’s performance management and development review process.
Training Needs Analysis (TNA)	A TNA is conducted using information captured within Employee Performance Management and Development Reviews. From this, individual, group learning and development activities are identified.

Program name	Performance
Work Health and Safety Briefings and Induction	All employees are required to attend a Work, Health and Safety briefing on joining the agency. Refreshers are delivered on a regular basis to ensure knowledge remains current. Contractors engaged by the SATC to undertake work on its sites are provided with site specific inductions and where required, provided with safety specific Work, Health and Safety documentation and briefings.
Work Health and Safety Policies and Procedures	The SATC has a suite of policies and procedures which address Work, Health and Safety matters and outline safe working practices. Polices are reviewed on an annual basis to ensure they remain current. Work, Health and Safety Management Plans are created for events and are reviewed yearly. All construction works conducted by the SATC are accompanied by the relevant Work, Health and Safety Management Plans as required by law, and regular inspections are conducted to ensure the requirements of the plans are carried out.
Work Health and Safety Training	The SATC has a specific Work, Health and Safety training needs analysis in place in order to identify required Work, Health and Safety training for individual roles. The SATC supports the appointment of two trained Bullying and Harassment Contact Officers. The SATC offers accredited Mental Health First Aid Training for all staff.
Work Health and Safety Committee	The SATC’s Work, Health and Safety Committee meets four times annually. The Committee provides a forum for management and employees to discuss Work, Health and Safety matters and acts as the key Work, Health and Safety consultative mechanism.
Employee Assistance Program (EAP)	The SATC provides a free and confidential EAP for all employees and their families.
Health, Safety and Wellbeing Initiatives	People and Culture and Work, Health and Safety teams work to deliver a calendar of initiatives aimed at promoting physical and mental wellbeing. The SATC’s Culture and Values Working Group provides a forum to drive and influence the agency’s culture through staff engagement and implementation of initiatives which focus on staff health and wellbeing.

 

Workplace injury claims	2023-24	2022-23	% Change (+ / -)
Total new workplace injury claims	0	0	N/A
Fatalities	0	0	NA
Seriously injured workers*	0	0	NA
Significant injuries (where lost time exceeds a working week, expressed as frequency rate per 1000 FTE)	0	0	NA

*number of claimants assessed during the reporting period as having a whole person impairment of 30% or more under the Return to Work Act 2014 (Part 2 Division 5)

Work health and safety regulations	2023-24	2022-23	% Change (+ / -)
Number of notifiable incidents (Work Health and Safety Act 2012, Part 3)	0	2	NA
Number of provisional improvement, improvement and prohibition notices (Work Health and Safety Act 2012 Sections 90, 191 and 195)	0	0	NA

 

Return to work costs**	2023-24	2022-23	% Change (+ / -)
Total gross workers compensation expenditure ($)	$5,353	$15,665	-65.83%
Income support payments – gross ($)	$0	$0	N/A

**before third party recovery

Data for previous years is available at: https://data.sa.gov.au/data/dataset/work-health-and-safety-and-return-to-work-performance-reporting-south-australian-tourism-commission

Executive classification	Number of executives
Executive A	1
Executive B	3
Executive C	1
Executive E	1

Data for previous years is available at: https://data.sa.gov.au/data/dataset/executive-employment-reporting-south-australian-tourism-commission

The Office of the Commissioner for Public Sector Employment has a workforce information page that provides further information on the breakdown of executive gender, salary and tenure by agency.

Financial report audit opinion: unmodified

The following is a brief summary of the overall financial performance and financial position of the agency. The information is unaudited. For further information refer to the audited financial statements for 2023-24, attached to this report.

Statement of Comprehensive Income for the year ended 30 June	2023-24 $’000	2022-23 $’000
Income	135 449	134 460
Expenses	140 904	141 543
Net result	(5 455)	(7 083)
Total comprehensive result	(5 455)	(7 083)

 

Statement of Financial Position as at 30 June	2023-24 $’000	2022-23 $’000
Current assets	20 902	21 479
Non-current assets	5 537	5 059
Total assets	26 439	26 538
Current liabilities	16 879	13 537
Non-current liabilities	7 072	5 058
Total liabilities	23 951	18 595
Total equity (net assets)	2 488	7 943

The following graphs show the main items of income and expenses for 2023-24 and 2022-23.

 

 

The following is a summary of external consultants that have been engaged by the agency, the nature of work undertaken, and the actual payments made for the work undertaken during the financial year.

Consultancies with a contract value below $10,000 each

Consultancy	Purpose	$ Total
All consultancies below $10,000 each - combined	Various	20,900

Consultancies with a contract value above $10,000 each

Consultancy	Purpose	$ Total
BDO Services Pty Ltd	Procurement advisory services
Earthcheck Pty Ltd	Sustainability roadmap
Hannan & Partners Pty Ltd	Agency security plan
Instid Ltd	Marketing services
KPMG	WHS audit
KSJ Consulting Service Pty Ltd	Reconciliation Action Plan
Sparrowly Group Pty Ltd	Regional tourism
	Total	493,519

Data for previous years is available at: https://data.sa.gov.au/data/dataset/consultants-reporting-south-australian-tourism-commission

See also the Consolidated Financial Report of the Department of Treasury and Finance for total value of consultancy contracts across the South Australian Public Sector.

The following is a summary of external contractors that have been engaged by the agency and the nature of work undertaken, where the actual amount paid or payable for work undertaken during the financial year was AUD $10,000 (or equivalent) or greater.

Contractor	Purpose
17 Tours Pty Ltd	Event management services
1834 Hospitality Pty Ltd	Cooperative marketing and accommodation services
233 Victoria Square Hotel Pty Ltd	Event facilities, catering, accommodation services
A Faraway Fable Pty Ltd	Public relations services
A To B Furniture Removals Pty Ltd	Event operations services
A1 Caravans (SA) Pty Ltd	Event infrastructure services
A1 Tour and Charter Pty Ltd	Repair services
AAPC Ltd	Cooperative marketing
Absolute Safety Solutions Pty Ltd	Work health and safety services
Accenture Australia Pty Ltd	Market research
Adelaide Event Operations Pty Ltd	Event operations services
Adelaide Expo Hire Pty Ltd	Event infrastructure services
Adelaide Oval SMA Ltd	Event facilities and catering
Adfixus Pty Ltd	ICT services
Adobe Systems Software Ireland Ltd	Digital marketing services
Adventure Charters Investment Trust	Tourism services
Advertiser Newspapers Pty Ltd	Advertising services
Agoda International Pte Ltd	Cooperative marketing
Air New Zealand Ltd	Cooperative marketing
Altus Traffic Pty Ltd	Traffic management services
Amaury Sport Organisation	Broadcast services
Anabelle Bits Pty Ltd	ICT services
Apollo Lighting Service Pty Ltd	Event production services
Around Australia Motorhomes Pty Ltd	Event infrastructure services
Artcraft Pty Ltd	Tourism and event infrastructure
Asahi Beverages Pty Ltd	Event catering services
ATF Services Pty Ltd	Event infrastructure services
Atomix Design Pty Ltd	Creative/design services
Australia New Zealand Central Reservations Office Pty Ltd	Cooperative marketing
Australian Cruise Association	Tourism services
Australian Green Clean (Events) Pty Ltd	Cleaning and waste services
Australian Sports Medicine Federation SA Branch Inc	Event operations services
Australian Tourism Data Warehouse Pty Ltd	ICT services
Australian Tourism Export Council Ltd	Training services
Belgravia Sports Apparel Pty Ltd	Event uniforms
Beretta, Mark David	Commentary services
Bianco Hiring Service Pty Ltd	Event infrastructure services
Bicnen Pty Ltd	Event operations services
Big4 Holiday Parks of Australia Pty Ltd	Cooperative marketing
Bikesportz Imports Pty Ltd	Event operations services
Blight, David Robert	Creative/design services
Bold It Pty Ltd	HR services
Boltz Pty Ltd	Event infrastructure services
Box Inc	ICT services
Boyd Public Relations Ltd	Public relations services
Budget Rent a Car Australia Pty Ltd	Transport services
Bunnings Group Ltd	Event supplies
Burleigh Logistics Pty Ltd	Temporary staff (events)
Calicoan Pty Ltd	Event production services
Calypso Star Charter Pty Ltd	Tourism services
Carat Aotearoa Ltd	Advertising services
Carat Australia Media Services Pty Ltd	Advertising services
Caravan Sounds Pty Ltd	Event entertainment services
Choice Hotels Asia-Pac Pty Ltd	Cooperative marketing
Cirka Group Pty Ltd	Event operations services
Clarke, David John	Creative/design services
Coates Hire Operations Pty Ltd	Event infrastructure services
Coca-Cola Amatil (Aust) Pty Ltd	Event catering services
Coles, Meaghan Katherine	Photography services
Connect Sport Australia Pty Ltd	Event management services
Conybeare, Charlie Theodore	Video production services
Cook SA Pty Ltd	Event management and catering services
Corporate Aircraft Charter Pty Ltd	Transport services
Corporate Cycling (Aust) Pty Ltd	Event management services
Costar UK Ltd	Market research
Crawford Containers Pty Ltd	Event infrastructure services
CSC Corporate Domains Inc	ICT services
CSE Crosscom Pty Ltd	Event infrastructure services
Cushman & Wakefield Pty Ltd	Facilities management services
Cyberops Pty Ltd	ICT services
D77 Pty Ltd	Transport services
Dagg Promotions Ltd	Public relations services
D'Aloia, Michele	Public relations services
Damstra Technology Pty Ltd	ICT services
Data#3 Ltd	ICT services
Datacom Systems (AU) Pty Ltd	ICT services
Dell Australia Pty Ltd	ICT services
Deloitte Access Economics Pty Ltd	Market research
Der Touristik Deutschland GmbH	Cooperative marketing
Detmold Australia Sales Pty Ltd	Marketing supplies
Diligent Board Services Australia Pty Ltd	ICT services
Discovery Holiday Parks Pty Ltd	Cooperative marketing
Docusign Inc	ICT services
Dotdigital Apac Pty Ltd	ICT services
Down Under Answers	Cooperative marketing
DXC Enterprise Australia Pty Ltd	ICT services
Earthcheck Pty Ltd	Tourism services
Edmondson, Annette	Event management services
Elegant Resorts Ltd	Cooperative marketing
Emma Humphreys Communications Ltd	Public relations services
Emotive Travel Marketing Ltd	Cooperative marketing
Emplifi Czech Republic A.S.	Marketing services
Encore Event Technologies Pty Ltd	Event production services
Event Timing Pty Ltd	Event infrastructure services
Exhibit Systems Pty Ltd	Event infrastructure services
Experience Australia Group Pty Ltd	Cooperative marketing
Expertise Events Pty Ltd	Event management services
Falcon.io APS Brandwatch	Market research
FBD Leigh Street Pty Ltd	Catering services
Flight Centre Travel Group Pty Ltd	Cooperative marketing
Flooring Solutions (SA) Pty Ltd	Event infrastructure services
Formile Events Pty Ltd	Traffic management services
Frame Creative Pty Ltd	Creative/design services
Frayne, Nicholas Bruce	Video production services
Gelista Pty Ltd	Event catering services
Giant International Pty Ltd	Event supplies
Glen Roy & Karen Davie	Printing services
Global Staging Pty Ltd	Event infrastructure services
Go Australia SRL	Trade marketing services
Goway Travel Ltd	Cooperative marketing
Grace Records Management (Australia) Pty Ltd	Records management services
Gravity Media (Australia) Pty Ltd	Broadcast services
Great Southern Rail Travel Pty Ltd	Travel services
Growth Generators Pty Ltd	Training services
Guangzhou Lizhi Network Technology Co Ltd	Cooperative marketing
Hygge Studio Pty Ltd	Event infrastructure services
Hyundai Motor Company Australia Pty Ltd	Event operations services
Ignite Holidays Pty Ltd	Cooperative marketing
Ika Shima Trading Pty Ltd	Accommodation services and event facilities
Illuminate Adelaide Foundation Ltd	Public relations and event operations services
Institute of Public Administration Australia South Australian Division Inc	Training services
International Testing Agency	Event operations services
Ive Group Australia Pty Ltd	Promotional merchandise
Jetstar Airways Pty Ltd	Cooperative marketing
JLGP Pty Ltd	Photography services
JTwo Solutions Pty Ltd	ICT services
Kangaroo Island Sealink Pty Ltd	Transport services
Kangaroo Island Tourism Food Wine and Beverage Association Incorporated	Event management services
Karena Armstrong Food Pty Ltd	Event management services
Keenan, Matthew William	Commentary services
Kiwanis Club of Reynella Incorporated	Event operations services
Klook Travel Technology Ltd	Cooperative marketing
Koben Digital Pty Ltd	ICT services
Kojo Studios Pty Ltd	Video production services
Kyocera Document Solutions Australia Pty Ltd	Print equipment and related services
Leaseplan Australia Ltd	Fleet management services
Lieb Management	Marketing representation and public relations services
Light Social Enterprise Pty Ltd	Event facilities
Lincoln College Inc	Accommodation and catering services
Lion-Beer, Spirits & Wine Pty Ltd	Event catering services
Lot 100 Pty Ltd	Event catering and operations services
Mangiola, Joshua John	ICT services
Market Street Hotelier Pty Ltd	Accommodation and catering services
Marshall Power Australia Pty Ltd	Event infrastructure services
Martin, Stephen Ashley	Event operations services
Mash One Pty Ltd	Promotional services
Mawson Lakes Volkswagen Pty Ltd	Event operations services
Max Events Pty Ltd	Event management services
McKenzie, David Cameron	Commentary services
McMahon Services Australia Pty Ltd	Event infrastructure services
Media Equation Pty Ltd	ICT services
Media Nest Pty Ltd	Printing services
Medibank Private Ltd	Training and health services
MEGT (Australia) Ltd	Temporary staff (trainees)
Mercer Consulting (Australia) Pty Ltd	HR services
Michael Lynagh	Public relations services
Mike Smith Pictures Pty Ltd	Video production services
Monday.com Pty Ltd	ICT services
Morton Philips Pty Ltd	Staff recruitment services
Nabooki Pty Ltd	Voucher agency service
National Jet Express Pty Ltd	Transport services
Natrasha Pty Ltd	Event infrastructure services
NEC Australia Pty Ltd	ICT services
Nestle Australia Ltd	Catering services
New Age Marketing eK	Cooperative marketing
Newco Group Pty Ltd	Cleaning services
News Pty Ltd	Advertising services
Nexstage Staging & Rigging Technologies Pty Ltd	Event infrastructure services
Nine Network Australia Pty Ltd	Cooperative marketing and advertising services
Nova Entertainment Pty Ltd	Advertising services
Novatech Creative Event Technology Pty Ltd	Event production services
Ochre Dawn Pty Ltd	Advertising services
Odin Ice Baths Pty Ltd	Event operations services
Olympic Investments (SA) Pty Ltd	Event infrastructure services
Operational Systems Pty Ltd	ICT services
Optible Ventures Pty Ltd	ICT services
Optimizely North America Inc	Digital services
Origin Energy Electricity Ltd	Utilities
PATA Denmark Chapter	Trade marketing services
Peter Fuller & Associates Pty Ltd	Video production services
Pineapple Media (SA) Pty Ltd	Advertising services and public relations
Pivotal Business Technology Pty Ltd	ICT services
Platinum Aircraft Charter Pty Ltd	Transport services
Play Sports Network Ltd	Social media services
Pon.Bike (Australia) Pty Ltd	Event operations services
PPI Promotion & Apparel Pty Ltd	Promotional merchandise/uniforms
Praytell Australia Pty Ltd	Public relations services
Praytell Strategy Inc	Public relations services
Protouchglobal GmbH	Event management services
Publicis Communications Australia Pty Ltd	Public relations services
Qantas Airways Ltd	Cooperative marketing
Qantas Group Accommodation Pty Ltd	Cooperative marketing
QBT Pty Ltd	Travel services
RAA Insurance Ltd	Cooperative Marketing
Randstad Pty Ltd	Temporary staff (backfill)
Rawnsley Park Tourism Pty Ltd	Accommodation, event catering and operations services
Ready Industries Pty Ltd	Event infrastructure services
Real Aussie Adventures Pty Ltd	Tourism services
Recordpoint Software Apac Pty Ltd	Records management services
Reed Events Ltd	Trade marketing services
Regional Express Holdings Ltd	Cooperative marketing
Rex Airlines Pty Ltd	Transport services
Ricoh Australia Pty Ltd	Print equipment and related services
Roadside Services and Solutions Pty Ltd	Tourism infrastructure services
Rosterfy Pty Ltd	Event operations services
Royal Agricultural & Horticultural Society of SA Inc	Event operations services
Royal Flying Doctor Service of Australia Central Operations	Event medical services
Royal Throne Pty Ltd	Event infrastructure services
RRGQ Pty Ltd	Event operations services
S.A Lift & Loader Pty Ltd	Equipment rental
SA Security & Communications Pty Ltd	Video production services
Salter Brothers (Adelaide) Hotel Company Pty Ltd	Accommodation services
Satalyst Pty Ltd	ICT services
Saville Hotel Group Pty Ltd	Accommodation and catering services
Seppeltsfield Wines Pty Ltd	Event catering and tourism services
Seven Network (Operations) Ltd	Cooperative marketing and advertising services
Shanghai Linzhi Information Technology Development Co Ltd	Marketing representation services
Shimano Australia Cycling Pty Ltd	Event operations services
Showpony Adelaide Pty Ltd	Creative/design services
Signs Incorporated Pty Ltd	Tourism and event signage services
Simmons & Sons Enterprises Pty Ltd	Freight and distribution services
Simple Integrated Marketing Pty Ltd	Creative/design services
Singapore Airlines Ltd	Cooperative marketing and transport services
Skycity Adelaide Pty Ltd	Accommodation and catering services
Skyscanner Private Ltd	Cooperative marketing
SLC Representation Ltd	Cooperative marketing
Sloane Dog Pty Ltd	Promotional services
Snap Modular Pty Ltd	Event infrastructure services
Solidteknics Pty Ltd	Event operations services
South Australian Contemporary Music Co Ltd	Entertainment services
Southern Cross Austereo Pty Ltd	Advertising services
Splashdown (Aust) Corporate Bathroom Rentals Pty Ltd	Event infrastructure services
Sports Drug Testing International Pty Ltd	Event medical services
Sports Travel and Hospitality New Zealand Ltd	Cooperative marketing
SRS Security Pty Ltd	Event security services
St John Ambulance Australia South Australia Ltd	Event medical services
Steppes Travel	Cooperative marketing
Stewie's Rigging and Hire Pty Ltd	Event infrastructure services
Story9 Ltd	Public relations services
Swain Destinations	Cooperative marketing
System1 Research Pty Ltd	Market research
Taylor, Carlee	Event management services
TBWA New Zealand Ltd	Advertising services
Telstra Ltd	Telecommunications services
Telum Media Australia Pty Ltd	Public relations services
Temporary Fence Hire Pty Ltd	Event infrastructure services
TGI Sport Marketing (Aust) Pty Ltd	Marketing services
The Gayler Family Trust	Event production services
The GK Long Room Trust & The Trustee for Myclub Trust	Venue hire and event catering services
The Grange Golf Club Inc	Event operations services
The Hot Water Trust & The Trustee for Andros Family Trust No 2	Event catering services
The One Picture Group Ltd	Market research
The Scout Association of Australia, South Australian Branch Inc	Event operations services
The Trustee for Adelaide Event Group Unit Trust	Event infrastructure services
The Trustee for Adelaide Oval Hotel Trust	Accommodation services
The Trustee for Adelaide Traffic Control Trust	Event operations services
The Trustee for Anna Meares Trust	Commentary services
The Trustee for Bada Bing Family Trust	Event signage services
The Trustee for BDA Unit Trust	Market research
The Trustee for Choons and Moovz Trading Trust	Event entertainment services
The Trustee for Cool Breeze Rentals Unit Trust	Event infrastructure services
The Trustee for Coonawarra Experiences Trust	Tourism services
The Trustee for Eckersley Development Trust	Accommodation and services
The Trustee for Event Managers Australia Trust	Event management services
The Trustee for EVR Catering Trust	Event operations services
The Trustee for Frankie the Creative Trust	Photography services
The Trustee for Goin Off Safaris Trust	Tourism services
The Trustee for Harel Harris Plane Family Trust	Event management services
The Trustee for Haydyn & Lele Family Trust	Tourism and training services
The Trustee for Hernandez Trading Trust	Event medical services
The Trustee for Johnson Investment Trust	Event operations services
The Trustee for JZ's Hire Unit Trust	Equipment hire
The Trustee for McEwen Family Trust	Commentary services
The Trustee for Mt Lofty Operations Unit Trust	Accommodation and catering services
The Trustee for Mt Lofty Properties No 2 Trust	Accommodation and catering services
The Trustee for National Wine Centre Trust	Event catering and tourism services
The Trustee for P & J Hurley Family Trust	Accommodation services
The Trustee for Parsons Plumbing and Gas	Event infrastructure services
The Trustee for Pierce Family Trust	Transport services
The Trustee for Plus Group Unit Trust	Event medical services
The Trustee for Pollard Family Trust & the Trustee for the Camerlengo Family Trust	Event management services
The Trustee for Precizion Est 2011 Family Trust	Event entertainment services
The Trustee for Salopian Inn Unit Trust	Catering services
The Trustee for Scuzzi Trust	Event catering services
The Trustee for Success Venture (Melbourne) Unit Trust	Accommodation services
The Trustee for the A & J Lawson Family Trust No 2	Event signage services
The Trustee for the Blunden Family Trust	Event infrastructure services
The Trustee for the Carree Unit Trust	Event operations services
The Trustee for the Innes Operations Trust	Event catering and promotional services
The Trustee for the Jag Trading Trust	Event operations services
The Trustee for the McGrory Family Trust	Commentary services
The Trustee for the Migliaccio Family Trust Fund	Promotional services
The Trustee for the Powell Family Trust	Event operations services
The Trustee for the Roskvist Family Trust	Event operations services
The Trustee for the TFH Hire Trust	Event infrastructure services
The Trustee for the Veld Family Trust	Printing services
The Trustee for the Whaite Family Trust	Event operations services
The Trustee for TIR Family Trust	Event management services and temporary staff (labour)
The Trustee for Two Hotel Management Unit Trust	Accommodation services
The Trustee for UTMG Unit Trust	Event operations services
The Trustee for WDM Advertising Unit Trust	Creative/design services
The Trustee for Wendt Farms Trust	Accommodation services
The Trustee for Ziptrak Settlement	Event infrastructure services
Thinkex Holdings Pty Ltd	Event infrastructure services
Thomson Reuters (Professional) Australia Ltd	ICT services
Tick Services Enterprises Pty Ltd	Event signage and uniforms
Tiffany Cromwell	Promotional services
Titan Containers Pty Ltd	Event infrastructure services
Titan Hoarding Systems Australia Pty Ltd	Event infrastructure services
To Travel Australia Pty Ltd	Cooperative marketing
Tobin Productions Pty Ltd	Promotional services
Toll Global Forwarding Pty Ltd	Freight and customs services
Topline Promotions Pty Ltd	Promotional merchandise and event apparel
Traffic Group Australia Pty Ltd	Traffic management services
Trailfinders Ltd	Cooperative marketing
Travel Link Digital Co Ltd	Social media services
Travel Nation	Cooperative marketing
Trip.com Travel Singapore Pte Ltd	Cooperative marketing
United Rentals Australia Pty Ltd	Event infrastructure services
Van Der Knaap, Jonathan	Photography services
Verian Group Australia Pty Ltd	Market research
Village Gate Pty Ltd	Signage and printing services
Virgin Australia Airlines Pty Ltd	Cooperative marketing
Virt Pty Ltd	Event infrastructure services
Vision Development Strategies Pty Ltd	Printing services
Visualcom Pty Ltd	Signage and printing services
Viva Global Pty Ltd	Event apparel
Vok Beverages Pty Ltd	Event catering services
Wagstaff Worldwide Inc	Marketing representation services
Wallis Holdings No 2 Pty Ltd	Cinema tickets
Wasabi Entertainment Pty Ltd	Event entertainment services
Wavemaker Australia Pty Ltd	Advertising services
Waverley Forklifts Pty Ltd	Event infrastructure services
Webcoda Pty Ltd	ICT services
Webjet Marketing Pty Ltd	Cooperative marketing
Williams, Riley Matthew	Photography and video production services
Wilson Parking Australia 1992 Pty Ltd	Event operations services
Winc Australia Pty Ltd	Storage and distribution services
Yaao Marketing Consulting Co Ltd	Marketing representation services
Yamaha Motor Australia Pty Ltd	Event infrastructure services
Your DC Pty Ltd	Event infrastructure services
Zamslade Pty Ltd	Accommodation services

Data for previous years is available at: https://data.sa.gov.au/data/dataset/contractors-reporting-south-australian-tourism-commission

The details of South Australian Government-awarded contracts for goods, services, and works are displayed on the SA Tenders and Contracts website. View the agency list of contracts.

The website also provides details of across government contracts.

None to report.

Risk and audit at a glance

The Audit and Risk Committee assists the SATC Board in fulfilling its responsibilities relating to the annual financial statements as well as reviewing the adequacy of the SATC’s accounting and reporting systems, internal controls, risk management practices, security environment, and administrative policies and procedures.

The Audit and Risk Committee has also taken on responsibility as the SATC’s Agency Security Committee, a requirement under the Government’s Protective Security Framework. Reporting on security matters is provided to the Committee as part of its regular meetings. The Committee’s roles and responsibilities and scope are defined in its Terms of Reference which is reviewed annually.

The SATC is committed to ensuring that a risk management approach is applied to all business activities to ensure that the agency maximises opportunities while not exposing the organisation to unacceptable levels of risk. The SATC aims to ensure that risk management is embedded in its decision-making, processes and culture and contributes to the achievement of its strategic objectives.

The SATC’s risk management practices are based on the International Risk Management Standard (ISO 31000:2018). The framework provides minimum requirements and practical guidance to all staff on how to implement risk management processes across a wide range of activities undertaken by the SATC.

The SATC continued to manage its risks throughout the year by undertaking regular reviews of the risk register, developing detailed risk management plans for SATC funded or supported events and SATC managed events, and completing risk assessments for new projects and procurements.

Each year the SATC tests its Business Continuity Plan. Key learnings from this exercise are actioned and business continuity processes and documentation updated accordingly.

Category/nature of fraud	Number of instances
Nil	Nil

NB: Fraud reported includes actual and reasonably suspected incidents of fraud.

Strategies implemented to control and prevent fraud

The SATC is committed to maintaining a work environment free of fraud and corrupt behaviour. The SATC has in place appropriate fraud prevention, detection, investigation, reporting and data collection procedures and policies, in line with its fraud risk assessment and Fraud and Corruption Policy. The SATC offers protection to genuine whistleblowers to enable disclosure of illegal activities or corruption to be made. These arrangements meet the specific needs of the SATC, and all reasonable measures to minimise the incidence of fraud, as well as to investigate and recover the proceeds of fraud, have been taken.

Data for previous years is available at: https://data.sa.gov.au/data/dataset/fraud-reporting-south-australian-tourism-commission 

Number of occasions on which public interest information has been disclosed to a responsible officer of the agency under the Public Interest Disclosure Act 2018:

Nil

Data for previous years is available at: https://data.sa.gov.au/data/dataset/whistle-blowers-reporting-south-australian-tourism-commission

Note: Disclosure of public interest information was previously reported under the Whistleblowers Protection Act 1993 and repealed by the Public Interest Disclosure Act 2018 on 1/7/2019.

Act or Regulation

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.

(i) report on the state of tourism and the tourism industry in the state

Overall, the value of South Australia’s visitor economy remained stable in 2023-24, as the state’s tourism industry faced a range of challenges that are impacting many sectors. Higher interest rates, rising living costs and recovery from natural disasters are not unique to South Australia and are being felt across the country.

As at the year ending June 2024, the value of tourism in South Australia is $9.9 billion. This is below its record high of $10.3 billion reached in September 2023, but still well ahead of its recovery forecast of $9.2 billion. International expenditure grew $230 million from $1.1 billion to $1.3 billion, while interstate expenditure has reached $3.6 billion.

In terms of visitation, there have been mixed results. Interstate visitation is at a record high, with South Australia welcoming 3.0 million overnight visitors as of June 2024. International visitation grew 24 per cent in the same period to 451,000, however, it is still 8 per cent down on its 2019 pre-pandemic value of 488,000. Likewise, intrastate visitation remains below pre-pandemic levels.

Tourism employment is recovering strongly, following the impacts of the pandemic, growing by 9,800 jobs, the highest growth in a single year, with 40,600 people directly employed by our state’s tourism industry.

Marketing

A key priority for 2023-24 was to support the recovery of our state’s Murray River communities following the once-in-a-century flooding event in 2022-23. The River Revival Voucher program and associated Rise Up for Our River marketing campaign were delivered in partnership with industry. This activity drove visitors back into the Riverland and Murray River, Lakes & Coorong tourism regions, aiding the recovery of flood-affected communities and not only reclaiming the regions’ pre-flood visitor expenditure, but building on it. In the year to March 2024, visitor spend in the Riverland and Murray River, Lakes & Coorong regions reached a combined $451 million – up on the $441 million spent in the year to December 2022, prior to the full impacts of the flooding event. In total, an estimated $12.4 million was injected into the Murray River regions through the voucher program, returning $5 to the regions for every dollar of investment from the State Government.

The state’s new domestic marketing campaign, ‘Travel. Our Way.’, was launched on 28 September 2023. It aired for the first time during the broadcast of the 2023 AFL Grand Final, targeting South Australia’s biggest interstate market, Victoria. The campaign calls on visitors to ‘Travel Our Way’ and features some of the state’s most unique tourism offerings such as shark cage diving in Port Lincoln, the iconic Prairie Hotel in the Flinders Ranges & Outback, and the vast coastlines of the Yorke Peninsula. The campaign aims to drive domestic visitation and expenditure to the state, with a focus on the three biggest domestic markets – Victoria, New South Wales and South Australia.

The campaign has performed well, with key metrics of awareness, consideration and intention tracking above average when compared to similar SATC campaigns. Among the intrastate target audience, awareness reached 25 per cent (average 20 per cent), consideration of booking a trip within South Australia reached 54 per cent (average 44 per cent) and intention to book a trip within South Australia reached 47 per cent (average 35 per cent). Among the interstate target audience, awareness reached 21 per cent (average 13 per cent), consideration of booking a trip to South Australia reached 58 per cent (average 42 per cent) and intention to book a trip to South Australia reached 30 per cent (average 25 per cent).

To continue to drive visitation and expenditure during the traditionally quieter months, in May 2024 the SATC launched the next iteration of the ‘Travel. Our Way.’ campaign - ‘Winter. Our Way.’ The campaign targets the state’s three biggest interstate markets and the intrastate market. It was designed to entice potential visitors to explore and book winter-based holiday experiences by driving traffic to the consumer website, southaustralia.com, and to its deals and offers pages, connecting consumers with a range of winter product and industry-led deals and offers. Experiences promoted included seeing the migration of giant cuttlefish in the Eyre Peninsula, off-grid cosy stays, luxury escapes and heli-camping. As at the end of June 2024, page views to the Holiday Deals and Offers page were up 104 per cent on the two months prior (May-June 2024 compared to March-April 2024) and 20 per cent up when compared to the same period in 2023. "Claim deal" button clicks increased 262 per cent on the two months prior (Ma -June 2024 compared to March-April 2024) and 240 per cent compared to the same period in 2023. The campaign concluded at the end of August 2024.

In May 2024, the 'Go Places with a Career in Tourism' campaign was launched to promote tourism as a career to young South Australians aged 18-24. The campaign focussed on showcasing the behind-the-scenes experiences of three young adults completing work experience at various businesses in different parts of the state, from Kangaroo Island to the Barossa, giving potential tourism employees the chance to discover what a career in tourism is like. The campaign was produced with support from the Australian Trade and Investment Commission’s $7.5 million Choose Tourism Grant Program.

During 2023-24, the SATC’s consumer website, southaustralia.com recorded approximately 10.6 million visits and generated 2.24 million leads to South Australian tourism businesses and industry partners.

To support the return of international tourism, the SATC hosted the 2023 Australian Tourism Export Council (ATEC) Meeting Place event. ATEC Meeting Place was held in Adelaide from 30 October to 1 November 2023. More than 500 travel trade delegates attended the event, further promoting South Australia to those who help sell our state internationally.

The SATC also had a presence at Tourism Australia’s flagship trade event, the Australian Tourism Exchange in Melbourne from 19-23 May, with 48 tourism operators exhibited in the South Australia area. More than 200 people attended the South Australia hosted networking event for operators and key buyers. This provided another valuable opportunity to further promote the state to key international trade partners.

Globally, the SATC conducted cooperative marketing campaigns and projects in all represented key markets. This included working with airline partners Air New Zealand, Singapore Airlines and Malaysia Airlines. The SATC also worked with selected trade partners and online travel agents in each market including, but not limited to, House of Travel (New Zealand), Klook (Singapore), Trailfinders (United Kingdom), Dertour (Germany), Down Under Answers (North America) and Ctrip.com (China).

In 2023-24, the SATC executed co-operative marketing campaigns with trade partners, including, but not limited to, Qantas, Virgin Australia, Jetstar, Webjet, the Expedia Group (Wotif.com, Stayz and Expedia brands), Flight Centre Travel Group and Helloworld.

This financial year, SATC PR activity delivered 9,645 articles across domestic and international markets. This has generated significant media coverage for South Australian tourism products and regions in key national and international markets.

Events

South Australia continues to deliver on its promise of world-class events, including the second iterations of AFL Gather Round and LIV Golf Adelaide, further showcasing our state on the national and international stage.

In 2023-24, the SATC delivered three managed events: The National Pharmacies Christmas Pageant, Santos Tour Down Under and Tasting Australia presented by RAA Travel.

2023 National Pharmacies Christmas Pageant: the southern hemisphere’s largest public street parade, had an audience of approximately 320,000 people.

2024 Santos Tour Down Under: around 770,600 spectators lined the streets of Adelaide and its tourism regions for the event, up from 685,630 in 2023. The event injected a total of $87.2 million in attendee spend into the South Australian economy and resulted in an attendee tourism contribution of $54.5 million in economic value.

2024 Tasting Australia presented by RAA Travel: Australia’s premier food and drink festival had a program that included 150 events across South Australia. The event hub, Town Square, situated in Victora Square / Tarntanyangga had a record crowd attendance of 77,000 people over the 10 days, which was up from 68,000 (the previous highest) in 2023.

The SATC sponsors a range of events, designed to give visitors a reason to travel ‘right now’. Highlights for 2023-24 include:

Illuminate Adelaide 2023: Generated more than $54 million in economic activity for the state – making it a new record-high for the event in its third year. Recorded more than 1.3 million attendances across the free and ticketed events, with more than 15,000 visitors from out-of-state contributing to nearly 66,000 of those attendances.

FIFA Women’s World Cup 2023: Adelaide was one of nine host cities for this event which saw: five sold-out matches at Hindmarsh Stadium, 53.9 million viewers in China tuned in to watch the China PR v England match at Hindmarsh Stadium – the highest reach for a single match anywhere in the world for the tournament and more than 87,000 fans experiencing the two fan sites in the Adelaide CBD.

AFL Gather Round 2024: A total of 265,011 fans attended the sold out four-day footy festival from April 4 to 7. The 2024 event delivered an economic impact of $91.6 million, a 10 per cent increase on 2023. More than 190,000 visitor nights were recorded with the Saturday night of the footy festival achieving the highest night of revenue ever at $3.9 million.

LIV Golf Adelaide 2024: Held at The Grange Golf Club, the event attracted an official attendance of more than 94,000 across the tournament. The event helped generate an average nightly revenue of $2.8 million and an average occupancy rate of 86 per cent. This was supported by 41 per cent of the tournament’s tickets sold to interstate and overseas visitors.

Regional Event Fund

The Regional Event Fund supported 30 events staged between 1 September 2023 and 31 August 2024. The events covered a wide cross-section of arts, cultural, food and drink and sporting events across the eleven regions and metropolitan Adelaide. Some highlights included Generations in Jazz (Limestone Coast), SALT Festival (Eyre Peninsula), Clare Valley Gourmet Week (Clare Valley) and Gutsy Kangaroo Island (Kangaroo Island).

Destination Development

Destination Development focusses on the supply side of tourism for South Australia. In 2023-24, achievements included confirmation that Emirates airlines will reinstate direct daily flights to Adelaide, record cruise expenditure was achieved, and support to industry was delivered through the Experience Nature Tourism Fund and a new pilot, the Experience Development Program.

Aviation

An important part of our state’s post-pandemic economic recovery has been to reinstate direct international flights to Adelaide, making it easier for business and leisure visitors to travel to South Australia. In February 2024, Emirates confirmed it will recommence flights from Dubai to Adelaide from 28 October 2024. Emirates flies to more than 140 destinations around the world and will provide Adelaide with flights from the Middle East, UK, Europe, India, and the east coast of the United States. Discussions continued this financial year with other international airlines to re-build direct access from other key markets.

At year ending 30 June 2024, the eight airlines flying international services into Adelaide were Qatar Airways, Singapore Airlines, Malaysia Airlines, Air New Zealand, Jetstar International, Fiji Airways, Viet Jet Air and Batik Air Malaysia providing 46 flights per week. This is an increase of 9 per cent compared to the same time in 2023. At year ending June 2024, there were 519 domestic flights per week to Adelaide. This is an increase of 4 per cent compared to the same time in 2023.

Cruise

In 2023-24, South Australia welcomed a record 122 cruise and expedition ship visits to our state from, with approximately 210,000 passengers and crew on board. The economic impact figure for the 2023-24 season is yet to be confirmed. In October 2023, an economic impact assessment jointly commissioned by Cruise Lines International Association and the Australian Cruise Association was released. It showed the 2022-23 cruise season injected a record high $215 million into South Australia’s economy and supported 704 jobs. Work continues to advocate for South Australia with all domestic and international cruise lines, with a focus on encouraging visitors to come ashore through tours and activities.

Industry support programs

To support local tourism operators to develop and sell their new and innovative product or experience idea, the SATC launched a new pilot program called the ‘Experience Development Program’ in March 2024. Supporting up to 20 operators across the state, the program is designed to provide tourism businesses with the tools they need to deliver world-class tourism offerings. The training is being delivered as a series of workshops and presentations, with operators completing around 10 hours of work outside the program.

Round 2 of the $2 million Experience Nature Tourism Fund ran during 2023-24 which saw 15 projects receive funding worth $464,000. Projects funded included an eco-tour which encourages visitors to participate in citizen science on Kangaroo Island, camel treks in the outback and walking tours in national parks across the Limestone Coast. The Fund aims to spur investment in nature-based tourism experiences and make South Australia more competitive in luring domestic and international tourists. A further two rounds of funding will be made available over the next two financial years.

The SATC continues to have discussions with potential investors and developers regarding accommodation development. As of 30 June 2024, there are 17 hotel developments proposed for the Adelaide area that are progressing through various tages of development.

(ii) the Commission's plans and the extent to which they have been implemented.

This information is outlined throughout the 2023-24 Annual Report.

(iii) the extent to which the Commission met the targets set in the performance agreement for the preceding financial year.

The SATC’s Board Performance Agreement and Board Performance Agreement Report can be found at Appendix B and Appendix C at the end of the 2023-24 Annual Report.

Not applicable to the agency.

Number of public complaints reported

Complaint categories	Sub-categories	Example	Number of complaints 2023-24
Professional behaviour	Staff attitude	Failure to demonstrate values such as empathy, respect, fairness, courtesy, extra mile; cultural competency	0
Professional behaviour	Staff competency	Failure to action service request; poorly informed decisions; incorrect or incomplete service provided	0
Professional behaviour	Staff knowledge	Lack of service specific knowledge; incomplete or out-of-date knowledge	0
Communication	Communication quality	Inadequate, delayed or absent communication with customer	2
Communication	Confidentiality	Customer’s confidentiality or privacy not respected; information shared incorrectly	0
Service delivery	Systems/technology	System offline; inaccessible to customer; incorrect result/information provided; poor system design	20
Service delivery	Access to services	Service difficult to find; location poor; facilities/ environment poor standard; not accessible to customers with disabilities	2
Service delivery	Process	Processing error; incorrect process used; delay in processing application; process not customer responsive	0
Policy	Policy application	Incorrect policy interpretation; incorrect policy applied; conflicting policy advice given	0
Policy	Policy content	Policy content difficult to understand; policy unreasonable or disadvantages customer	0
Service quality	Information	Incorrect, incomplete, out dated or inadequate information; not fit for purpose	3
Service quality	Access to information	Information difficult to understand, hard to find or difficult to use; not plain English	0
Service quality	Timeliness	Lack of staff punctuality; excessive waiting times (outside of service standard); timelines not met	0
Service quality	Safety	Maintenance; personal or family safety; duty of care not shown; poor security service/ premises; poor cleanliness	3
Service quality	Service responsiveness	Service design doesn’t meet customer needs; poor service fit with customer expectations	31
No case to answer	No case to answer	Third party; customer misunderstanding; redirected to another agency; insufficient information to investigate	60
		Total	121

 

Additional metrics	Total
Number of positive feedback comments	11
Number of negative feedback comments	56
Total number of feedback comments	67
% complaints resolved within policy timeframes	97%

Data for previous years is available at: https://data.sa.gov.au/data/dataset/public-complaints-reporting-south-australian-tourism-commission 

Service improvements

In line with PC039 - Complaint Management in the South Australian Public Sector, the SATC continued to monitor its Complaints and Feedback Policy and process. This included the Complaint Management System which allows for collecting, reporting and monitoring complaints and feedback to inform service improvement.

The Policy conforms to the principles of the Australian/New Zealand Standard: Guidelines for Complaint Management in Organisations (AS/NZS10002:2014) (the Standard) and the Commonwealth Ombudsman Complaint Management Framework and Department of the Premier and Cabinet Circular PC039 Complaint
Management in the South Australian Public Sector.

The complaints and feedback data are reviewed and analysed regularly to identify systemic issues and trends and to determine resolution of outcomes and improvements to remedy issues.

In 2023-24, 188 complaints and feedback were recorded, compared to 166 in 2022-23.

The main categories that complaints fell into were:

• service delivery: systems technology (20) – mainly due to a minor issue that occurred while conducting a marketing activity. In this case, a voucher program ballot closed online two hours earlier than advertised. Lessons learnt from this event will be applied to future activities to improve the
  consumer experience.
• service quality: service responsiveness (31) – mainly due to consumer expectations for SATC managed events not being met. All feedback and complaints were reviewed as part of the event debrief process and where possible, suggestions for improvement will be incorporated into future
  editions of the events.
• no case to answer (60) – the SATC receives a diverse range of complaints on travel related topics that don’t fall into its area of responsibility. Where possible, these complaints are forwarded onto the relevant party for follow up and resolution.

Compliance statement

The SATC is compliant with Premier and Cabinet Circular 039 – complaint management in the South Australian public sector	Y
The SATC has communicated the content of PC 039 and the agency’s related complaints policies and procedures to employees.	Y