Tourism is key economic driver for South Australia, with the visitor economy generating $27 million each day for our State.

Growing our sector requires a team effort, and we are lucky that we have a tourism industry that is committed to delivering great experiences each and every day. Our role at the South Australian Tourism Commission is to capture and promote these stories and experiences and support the industry to grow and be its best.

The total number of people directly employed by our State’s tourism industry to 41,600, which is equivalent to 1 in 25 workers – three times that of the mining industry.

As at the year ending June 2025, the value of tourism in South Australia was $9.9 billion, up 3% on June 2024. This was made up of international expenditure of $1.7 billion, interstate spend of $3.0 billion, intrastate spend of $2.8 billion and day-trip spend of $2.4 billion.

While this is a positive outcome overall, in recent months, our industry has been grappling with the impacts of the algal bloom which has affected many of our coastal tourism regions. The SATC has been working in a coordinated response across government and with industry stakeholders to provide support for our sector.

Despite this significant current challenge, there have been some great achievements in the past year, with the launch of our new destination brand platform Celebrate the Simple Pleasures, record international airline connections, a first-class events calendar, securing the Australian Tourism Exchange event for Adelaide in 2026, and the release of our South Australia Tourism Plan 2030.

The refreshed Plan reaffirms an ambitious goal to grow the State’s visitor economy to $12.8 billion and support a further 4,400 jobs by 2030. It also includes a bold ambition for the State to move from sixth to third in national appeal by amplifying the State’s three distinct competitive drivers including nature, food and drink, as well as events and festivals.

Important to our Plan is our commitment to a “True South” approach, where people, planet and place are celebrated. We are working in collaboration with the Tourism Industry Council of South Australia to drive positive change within our industry through a Tourism for Good approach.

Our Plan was developed with input from more than 400 industry stakeholders across all 12 tourism regions.

The Plan maps out a way forward for the industry, including leveraging the State’s new tourism brand, Celebrate the Simple Pleasures. Launched in April, the brand platforms the abundance of experiences (both big and small) readily available in our State.

South Australia is now more globally connected than ever. All international airlines operating prior to COVID have committed to returning, including Emirates, China Southern Airlines, and Cathay Pacific. Most notably, our State has entered an important partnership with United Airlines to bring the first direct service from the USA to South Australia with a new San Fransico to Adelaide route.

Our major events have seen South Australia make headlines across the world – including the most visited Chihuly in Botanic Garden exhibition in history, celebrating the 25th Santos Tour Down Under, and AFL Gather Round shining the spotlight on our tourism regions.

We continue to support the development of attractive new tourism products across the State, while empowering our operators to sell their offerings to the world through initiatives such as the Experience Nature Tourism Fund, Experience Development Program, and Regional Event Fund.

Thank you to our State’s dedicated and passionate tourism industry. Together, we will continue innovating to achieve our ambitious objectives set in our South Australia Tourism Plan 2030, creating an environment where everyone feels truly welcome in our State.

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 and increase appeal as an Australian tourism destination from 6th to 3rd.
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 three Strategic Focus Areas, outlined in the South Australia Tourism Plan 2030: • Increase appeal to drive demand • New and evolving products and experiences • Tourism: A force for good

Our organisational structure as of 30 June 2025. This can also be viewed on the SATC’s corporate website: https://tourism.sa.gov.au/about/business-groups-and-roles.

Our Board structure as of 30 June 2025.

Name	Position	Initial Appointment	Appointment Expiry Date
Mr David Koch	Chair and Director	2 July 2024	1 July 2027
Mr Ian Horne	Director	5 October 2006	1 July 2025
Mr Grant Wilckens	Director	2 July 2019	1 July 2025
Ms Donna Gauci	Director	2 July 2019	1 July 2025
Ms Jessica Greatwich	Director	7 October 2022	18 September 2025
Ms Justyna Jochym	Director	7 October 2022	22 June 2025
Mr Eoin Loftus	Director	19 September 2022	18 September 2026

In 2024-25 there were eight Board Meetings held. All Board Directors attended all eight Board Meetings, except for Grant Wilckens and Jessica Greatwich who attended seven Board Meetings and Eoin Loftus and Donna Gauci who attended six Board Meetings.

During 2024-25 there were no changes to the agency’s structure and objectives as a result of internal reviews or machinery of government changes.

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 media and communications, as well as destination and events public relations activity. Chris also oversees the policy and projects, as well as the executive services functions of the agency, providing support to the SATC Board, Executive and Minister for Tourism.

Erik de Roos is the Chief Marketing Officer, 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 Journey Beyond, 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, experience development and regional tourism development.

South Australian Tourism Commission Act 1993
Major Events Act 2013

As at the year ending June 2025, the value of tourism in South Australia was $9.9 billion, up 3% on June 2024 and above the June 2025 KPI of $9.7 billion. This was made up of international expenditure of $1.7 billion, interstate spend of $3.0 billion, intrastate spend of $2.8 billion and day trip spend of $2.4 billion.

Strong growth was recorded in the international market, with spend reaching a record $1.7 billion, representing a 33% increase on the previous year and above the State’s pre-pandemic high of $1.2 billion and the current KPI of $1.2 billion.

Interstate performance saw visits to South Australia increase by 7%, while expenditure was softer, down 9% to $3.0 billion and below the KPI of $3.5 billion. This was supported by 2.1 million overnight visitors across the year.

The intrastate market generated $2.8 billion in expenditure, in line with June 2024 and below the KPI of $3.0 billion. The intrastate market saw 5.8 million domestic overnight trips for the year.

The day trip segment outperformed expectations, delivering $2.4 billion in spend, up 8% on June 2024 and above the $2.0 billion June 2025 KPI. The day trip segment saw 15.9 million visits for the year.

The latest domestic tourism statistics outlined above, including comparatives, are from the new Domestic Tourism Statistics (DoTS) methodology that replaced the previous National Visitor Survey (NVS) as at January 1, 2025. DoTS adopts a hybrid approach, integrating traditional survey methods with large-scale mobile phone mobility data to enhance the efficiency, accuracy, reliability, and geographic detail of domestic tourism insights. The International Visitor Survey (IVS) which measures the international market is unaffected.

The South Australia Tourism Plan 2030 outlines a bold vision to grow the State’s visitor economy to $12.8 billion and generate 4,400 new jobs by 2030. The plan will achieve this by increasing South Australia's appeal to become a top three Australian destination, developing new and evolving tourism experiences that reflect the State’s brand, and positioning tourism as a positive force for economic, social, and environmental outcomes, including sustainable and inclusive tourism.

As of June 2025, the State’s visitor economy is worth $9.9 billion, ahead of the waypoint of $9.7 billion as outlined in the South Australia Tourism Plan 2030. 

According to the latest figures, tourism employment in South Australia has slowed in the year ending June 2024, with 41,600 people directly employed in the sector—a decrease of 1,000 compared to 2023. This small decline follows the significant growth seen in 2022–23, which was driven by the post-pandemic recovery as businesses scaled up to meet renewed demand. As the sector transitions into a more stable phase, employment levels are now beginning to normalise.

The below table outlines the SATC’s high level targets and progress towards achieving its 2030 goals and 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 $9.7 billion per annum by June 2025 (on the way to our December 2030 target of $12.8 billion).	Target achieved: the value of South Australia’s tourism sector grew 3% to $9.9 billion in the year to June 2025.
2030 Target – Appeal of South Australia	Increase appeal and consideration of South Australia to grow demand on the journey to be a top three destination (long term goal - top four by 2030).	In progress: South Australia currently ranks 6th in overall interstate appeal.
2030 Target – Sustainable Tourism Destination	Position South Australia’s sustainability credentials and propel South Australia to be recognised as a top three sustainable destination.	In progress: South Australia currently ranks 7th in overall association by interstate audiences as a Sustainable Tourism destination.
Election commitments that relate to 2030 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 41 workshops across 10 tourism regions and conducted 34 business coaching sessions. Careers in Tourism Program: 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.	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 three closed in August 2024, with 13 projects receiving funding. Across the three rounds of funding, 46 projects have been supported across South Australia, worth $2.5 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.	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.
2030 Target – International expenditure	Grow international tourism expenditure in South Australia to $1.2 Billion by June 2025 with a milestone of $2.2 billion by December 2030.	Target achieved: the value of South Australia’s international tourism grew to $1.7 billion in the year to June 2025.
2030 target – Domestic expenditure	Grow interstate overnight expenditure in South Australia to $3.5 billion by June 2025 and intrastate overnight expenditure to $3.0 billion.	Target not achieved: the value of South Australia’s interstate tourism sector reached $3.0 billion and intrastate reached $2.8 billion in the year to June 2025. Noting that visitation numbers increased.
2030 Target - Employment	Grow tourism direct employment to 40,300 by June 2025 and 46,000 by 2030*. *Due to the 12-month lag in receiving employment data, the SATC will not receive the June 2025 figures until June 2026.	Target achieved for June 2024: the latest data shows direct employment in the tourism industry fell by 2% to 41,600 people in the year to June 2024. This is ahead of the June 2025 target of 40,300.
2030 Target - Leisure events	Increase the economic value of events to the full potential of $750 million by 2030, with a June 2025 waypoint of $529 million.	Target achieved: the value of South Australia’s leisure events sector grew to $546 million in the year to December 2024 ahead of the June 2025 target of $529 million.

 

In 2024-25, 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, public relations 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 2024-25 financial year in line with budget and met all savings targets required. In 2024-25, 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.

In 2024-25, the SATC’s Reconciliation Action Plan (RAP) Working Group delivered key activities including advanced Cultural Awareness Training programs, Kaurna language workshops, National Reconciliation Week and NAIDOC week events including staff participation in a range of educational programs. The SATC is also making progress on the development of its next Reflect Reconciliation Action Plan with support of Reconciliation South Australia Inc.

The SATC continued to provide a safe working environment and implemented workplace measures aimed at promoting physical and mental wellbeing including flu vaccinations and targeted employee wellbeing activities such as Men’s Health Week and RUOK? Day. The SATC provided accredited Mental Health First Aid Training and became a recognised Workplace with Mental Health First Aid International. The Resilience Project and Authentic Connection digital online series continued 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.

Staff took part in the SATC’s annual staff engagement survey in December 2024. 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 prepared and began implementing a Digital Strategy outlining how the SATC will leverage digital technologies to achieve its objectives, enhancing performance and fostering innovation. 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 2024-25 to ensure compliance with the Frameworks including the creation of an Agency Security Plan and the establishment of the SATC’s Security Working Committee to oversee and coordinate the implementation of security policies and practices within the SATC. Other initiatives include an improved Phriendly Phishing campaign (cyber security awareness training and phishing simulation solution) and the creation of a Cyber Security Plan.

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 2024-25, a total of 13 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 apprentice who is enrolled in Certificate III in Carpentry.

Performance management and development system	Performance
Employee Performance Management and Development Reviews using the myCareer Performance Development tool	All employees are required to have individual performance management and development plans which are reviewed on a biannual basis. In 2024-25, 91.7 percent 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 and the Employee Engagement Survey. 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 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	2024-25	2023-24	% Change (+ / -)
Total new workplace injury claims	2	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)	13/1000	0	NA

*number of claimants assessed during the reporting period as having a whole person impairment meeting the relevant threshold under the Return to Work Act 2014 (Part 2 Division 5)

Work health and safety regulations	2024-25	2023-24	% Change (+ / -)
Number of notifiable incidents (Work Health and Safety Act 2012, Part 3)	3	0	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**	2024-25	2023-24	% Change (+ / -)
Total gross workers compensation expenditure ($)	$17,422	$5,353	+325%
Income support payments – gross ($)	$5,367	$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 2024-25, attached to this report.

Statement of Comprehensive Income for the year ended 30 June	2024-25 $'000	2023-24 $'000
Income	140 593	135 449
Expenses	142 548	140 904
Net result	(1 955)	(5 455)
Total comprehensive result	(1 955)	(5 455)

 

Statement of Financial Position as at 30 June	2024-25 $'000	2023-24 $’000
Current assets	13 258	20 902
Non-current assets	4 916	5 537
Total assets	18 174	26 439
Current liabilities	10 665	16 879
Non-current liabilities	6 976	7 072
Total liabilities	17 641	23 951
Total equity (net assets)	533	2 488

The following graphs show the main items of income and expenses for 2024-25 and 2023-24.

 

 

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	$18,420

Consultancies with a contract value above $10,000 each

Consultancy	Purpose	$ Total
Cornerstone Consulting Group Pty Ltd	Regional advisory services
Fragile to Agile (Asia Pac) Pty Ltd	Digital strategy
Future Urban Pty Ltd	Regional planning code strategy
Synco Lab Pty Ltd	Major event strategy
The People Plugin Pty Ltd	Capability framework
Think Human Pty Ltd	Regenerative tourism model
		$276,426

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
1834 Hospitality Pty Ltd	Cooperative marketing and accommodation
233 Victoria Square Hotel Pty Ltd	Event facilities, catering and accommodation
700C Management Ltd	Promotional services
A To B Furniture Removals Pty Ltd	Event operations
A1 Tour and Charter Pty Ltd	Transport services
AAPC Ltd	Cooperative marketing
Absolute Safety Solutions Pty Ltd	Work health and safety services
Accenture Australia Pty Ltd	Market research
Action Line Marking (SA) Pty Ltd	Event operations
Adelaide Airport Ltd	Promotional services
Adelaide Event Operations Pty Ltd	Event operations
Adelaide Expo Hire Pty Ltd	Event infrastructure
Adelaide Oval SMA Ltd	Event facilities and catering
Adfixus Pty Ltd	ICT services
Adobe Systems Software Ireland Ltd	Digital marketing
Advanced Tent Technology Pty Ltd	Event infrastructure
Advanced Traffic Management Pty Ltd	Event operations
Air New Zealand	Cooperative marketing
Airdna LLC	Market research
Altus Traffic Pty Ltd	Event operations
Amuse Event Lighting & Audio Visual Pty Ltd	Event production
Amaury Sport Organisation	Broadcast and distribution services
Anabelle Bits Pty Ltd	ICT services
Andre Greipel GmbH	Commentary and promotional services
Ao Miao International Travel Service (Beijing) Co Ltd	Cooperative marketing
AOT Inbound Pty Ltd	Travel services
Apollo Lighting Service Pty Ltd	Event production
Arabica Foods Pty Ltd	Event operations and catering
Arkaroola Pty Ltd	Accommodation and tourism services
Around Australia Motorhomes Pty Ltd	Event infrastructure
Artcraft Pty Ltd	Tourism and event infrastructure
Asahi Beverages Pty Ltd	Event catering
ATF Services Pty Ltd	Event infrastructure
Atomix Design Pty Ltd	Creative/design services
Australia Day Council of South Australia Inc	Cooperative marketing
Australian Football League	Marketing services
Australian Green Clean (Events) Pty Ltd	Cleaning and waste services
Australian Integrated Security CCTV Unit Trust	Security equipment
Australian Sports Medicine Federation SA Branch Inc	Event operations
Australian Tourism Data Warehouse Pty Ltd	ICT services
AYBS Pty Ltd	Event catering and supplies
B P Australia Pty Ltd	Event operations
Barmy Army Ltd	Cooperative marketing
Beijing 6Renyou International Travel Service Co Ltd	Cooperative marketing
Beijing Hantu International Travel Service Co Ltd	Cooperative marketing
Beretta, Mark David	Commentary and promotional services
Bianco Hiring Service Pty Ltd	Event infrastructure
Bikesportz Imports Pty Ltd	Event operations
Boltz Pty Ltd	Event infrastructure
Box Inc	ICT services
Boyd Public Relations Ltd	Public relations services
Brisbane QSS Pty Ltd & Pro-Invest Brisbane NQ Pty Ltd	Accommodation and conference facilities
Budget Rent a Car Australia Pty Ltd	Vehicle hire
Bunnings Group Ltd	Event supplies
Calicoan Pty Ltd	Event production
Carat Aotearoa Ltd	Brand advertising
Carat Australia Media Services Pty Ltd	Brand advertising
Caravan Sounds Pty Ltd	Event entertainment
Chicken and Bees Pty Ltd	Event participation and promotion
China International Travel Service Shenzhen Co Ltd	Cooperative marketing
Clarke, David John	Creative/design services
Clean Vibes Pty Ltd	Cleaning and waste services
Coca-Cola Europacific Partners Australia Pty Ltd	Event catering
Coles, Meaghan Katherine	Photography
Comfort International Travel Service (GZ) Co Ltd	Cooperative marketing
Connect Sport Australia Pty Ltd	Event management
Content with Purpose Ltd	Film production
Conybeare, Charlie Theodore	Video production
Corporate Aircraft Charter Pty Ltd	Transport services
Corporate Cycling (Aust) Pty Ltd	Event management
Corporate Health Group Pty Ltd	Employee assistance program, training and health services
Corporate Travel Management Group Pty Ltd	Travel management
Costar UK Ltd	Market research
Crawford Containers Pty Ltd	Event infrastructure
CSC Corporate Domains Inc	ICT services
CSE Crosscom Pty Ltd	Event infrastructure
Cushman & Wakefield Pty Ltd	Facilities management
CYTS Aoyou Technology Development Co Ltd	Cooperative marketing
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
Dertour Deutschland GmbH	Cooperative marketing
Digital Discovery Pty Ltd	Market research
Diligent Board Services Australia Pty Ltd	ICT services
Discovery Holiday Parks Pty Ltd	Cooperative marketing
DJOF	Conference facilities
Dotdigital Apac Pty Ltd	ICT services
Doyle, Cameron Mark	Video production
DXC Enterprise Australia Pty Ltd	ICT services
Edmondson, Annette	Event management
EEC Station Road Pty Ltd	Event catering
Ellis, Russell Stuart	Photography
Emma Humphreys Communications Ltd	Public relations services
Emotive Travel Marketing Ltd	Cooperative marketing
Emplifi Czech Republic A.S.	Social media marketing
Encore Event Technologies Pty Ltd	Event production
Envyus Design Pty Ltd	Creative/design services
EU Holidays Pte Ltd	Cooperative marketing
Experience Australia Group Pty Ltd	Cooperative marketing
Expertise Events Pty Ltd	Event management
Falcon.io APS Brandwatch	Market research
Fenby, Jack	Photography
Finsbury Green Pty Ltd	Printing and merchandise
Fleurieu Cranes Pty Ltd	Event infrastructure
Flight Centre Travel Group Ltd	Cooperative marketing
Flooring Solutions (SA) Pty Ltd	Event infrastructure
Fonde Creative Pty Ltd	Event theming and printing
Formile Events Pty Ltd	Event operations
Frame Creative Pty Ltd	Creative/design services
Frankie Films Pty Ltd	Video production
Gelista Pty Ltd	Event catering
GGPC Trading Pty Ltd	Event facilities and catering
Global Staging Pty Ltd	Event infrastructure
Goway Travel Ltd	Cooperative marketing
Grace Records Management (Australia) Pty Ltd	Records management
Gravity Media (Australia) Pty Ltd	Television production and broadcast
Great Southern Rail Travel Pty Ltd	Travel services
Grunter, Harrison James	Photography and video production
Guangdong Kings Tours International Travel Service Co Ltd	Cooperative marketing
Guangzhou Lizhi Network Technology Co Ltd	Cooperative marketing
Guangzhou New Star International Travel Co Ltd	Cooperative marketing
GZL International Travel Service Ltd	Cooperative marketing
Hawkins, Martin	Event operations
Helloworld Services Pty Ltd	Cooperative marketing
Heyne's Nurseries Pty Ltd	Event supplies
Hoban Recruitment Pty Ltd	Temporary staff
Holidays of Australia Pty Ltd	Cooperative marketing
Hotels Combined Pty Ltd	Cooperative marketing
House of Travel Ltd	Cooperative marketing
House of Travel Upper Riccarton Ltd	Consumer travel expo
Howard & Sons Pyrotechnics (Displays) Pty Ltd	Event entertainment
Howden Printing Pty Ltd	Printing
Hygge Studio Pty Ltd	Event theming and design
Hyundai Motor Company Australia Pty Ltd	Event operations
Ignite Holidays Pty Ltd	Cooperative marketing
Ika Shima Trading Pty Ltd	Accommodation and event facilities
In the Roundhouse Pty Ltd	Event supplies and cooperative marketing
Insight Enterprises Australia Pty Ltd	ICT services
Institute of Public Administration Australia South Australian Division Inc	Training and professional development
International Management Group of America Pty Ltd	Promotional services
J.A Hannon-Tan & P.E Rowett & R White	Destination management plans
Jamfactory Contemporary Craft & Design Inc	Event trophies and awards
Jaybro Group Pty Ltd	Event supplies
Jennie Bell Ink Pty Ltd	Event management
Jetstar Airways Pty Ltd	Cooperative marketing
JLGP Pty Ltd	Photography
Johns Print Centre Pty Ltd	Printing and signage
Kangaroo Island Sealink Pty Ltd	Transport and cooperative marketing
Kangaroo Island Tourism Food Wine and Beverage Association Inc	Tourism management services
Karena Armstrong Food Pty Ltd	Event management
Keen Office Furniture Trust	Office furniture
Keenan, Matthew William	Commentary and promotional services
Kitchenhand Pty Ltd	Event catering
Klook Travel Technology Ltd	Cooperative marketing
Koben Digital Pty Ltd	ICT services
Kojo Studios Pty Ltd	Creative and promotional services
Kristy Langdon Pty Ltd	Event theming and design
Kyocera Document Solutions Australia Pty Ltd	Print equipment and related services
Leaseplan Australia Ltd	Fleet management
Legend Sportswear (Australia) Pty Ltd	Event uniforms
Licensys Pty Ltd	Event supplies
Lieb Management	Marketing representation and public relations
Lincoln College Inc	Accommodation and event catering
Lindsay, Karen Mary	Creative/design services
Lion-Beer, Spirits & Wine Pty Ltd	Event catering
Lot 100 Pty Ltd	Event catering and participation
M.R Hart & S Hart	Event supplies
Malaysia Airlines Berhad	Cooperative marketing
Market Street Hotelier Pty Ltd	Accommodation and event catering
Marsh Pty Ltd	Insurance valuation
Marshall Power Australia Pty Ltd	Event supplies
Matsport	Event operations
Mawson Lakes Volkswagen Pty Ltd	Event operations
Max Events Pty Ltd	Event management
McGregor Tan Research Pty Ltd	Market research
McKenzie, David Cameron	Event commentary
McMahon Services Australia Pty Ltd	Event infrastructure
Media Equation Pty Ltd	ICT services
Media Nest Pty Ltd	Advertising services
MEGT (Australia) Ltd	Temporary staff
Minor Hotels Australasia Ltd	Cooperative marketing
Mirador Talent Group Ltd	Event participation and promotion
Monday.com Pty Ltd	ICT services
More Better Pte Ltd	Cooperative marketing
Morrissey Management Pty Ltd	Promotional services
Musolino, Melissa Jayne	Event management
Nabooki Pty Ltd	Voucher agency service
NEC Australia Pty Ltd	ICT services
Nestle Australia Ltd	Event catering
New Age Marketing e.K	Cooperative marketing
Newco Group Pty Ltd	Cleaning services
News Pty Ltd	Digital and print media
Nexstage Staging & Rigging Technologies Pty Ltd	Event infrastructure
Novatech Creative Event Technology Pty Ltd	Event production
Ochre Dawn Pty Ltd	Office furniture
Optimizely North America Inc	Digital services
Origin Energy Electricity Ltd	Utilities
Pacific Arena Private Ltd	Cooperative marketing
Painted Dog Research Pty Ltd	Market research
Parachilna Unit Trust	Accommodation and event catering
Peoplebank Australia Ltd	Temporary staff
Pig Mary Pty Ltd	Event catering and venue hire
Pirate Life Brewing Ptd Ltd	Event catering
Pivotal Business Technology Pty Ltd	ICT services
PJ Corporate Electrical Pty Ltd	Electrical testing and installation
Plaspro Enterprises Pty Ltd	Event supplies
Platinum Aircraft Charter Pty Ltd	Transport services
Polite Playground Pty Ltd	Event operations
Pon.Bike (Australia) Pty Ltd	Event operations
PPI Promotion & Apparel Pty Ltd	Promotional merchandise and uniforms
Praytell Australia Pty Ltd	Public relations services
Praytell Strategy Inc	Public relations services
Precision Models Pty Ltd	Promotional services
Prime Protection (SA) Pty Ltd	Event security
Protouchglobal GmbH	Event management
Qantas Airways Ltd	Cooperative marketing
Randstad Pty Ltd	Temporary staff
Ready Industries Pty Ltd	Event infrastructure
Real Aussie Adventures Pty Ltd	Cooperative marketing
Recordpoint Software Apac Pty Ltd	Records management
Respektive 1 GmbH	Digital services
Rocket Lab Pty Ltd	ICT services
Roof Racks Chantal BV	Event equipment
Rosterfy Pty Ltd	ICT services
Royal Agricultural & Horticultural Society of SA Inc	Event operations
Royal Automobile Association of South Australia Inc	Cooperative marketing
Royal Throne Pty Ltd	Event infrastructure
S.A Lift & Loader Pty Ltd	Equipment hire
Salter Brothers (Adelaide) Hotel Company Pty Ltd	Accommodation
Salter Brothers (Guesthouse) Pty Ltd	Accommodation
Satalyst Pty Ltd	ICT services
Saville Hotel Group Pty Ltd	Accommodation and event catering
Seppeltsfield Wines Pty Ltd	Event catering and tourism services
Seven Network (Operations) Ltd	Television broadcast
Shanghai Linzhi Information Technology Development Co Ltd	Marketing representation
Shanghai Mint International Travel Service Co Ltd	Cooperative marketing
Shimano Australia Cycling Pty Ltd	Event operations
Sichuan Oriental Light International Travel Service Co Ltd	Cooperative marketing
Signature Travel Network Cooperative Inc	Cooperative marketing
Signs Incorporated Pty Ltd	Event signage
Simmons & Sons Enterprises Pty Ltd	Freight and distribution
Simple Integrated Marketing Pty Ltd	Creative/design services
Singapore Airlines Ltd	Cooperative marketing, transport and freight
Skycity Adelaide Pty Ltd	Accommodation, catering and venue hire
Skyscanner Private Ltd	Cooperative marketing
Snap Modular Pty Ltd	Event infrastructure
Soapbox Holdings Pty Ltd	Event entertainment
South Aussie with Cosi Pty Ltd	Promotional services
Southern Cross Traveltech Pty Ltd	Trade training
SPH Media Ltd	Advertising services
Splashdown (Aust) Corporate Bathroom Rentals Pty Ltd	Event infrastructure
Sports Drug Testing International Pty Ltd	Event medical services
SRS Security Pty Ltd	Event security
St John Ambulance Australia South Australia Ltd	Event medical services
Stirling Hotel Joint Venture	Event catering
Swain Destinations	Cooperative marketing
Swallow, Ashley	Photography and video production
Talent Code HR Pty Ltd	Professional development
Taylor, Carlee	Event management
Team Global Express Pty Ltd	Courier and postage
Telstra Ltd	Telecommunications
TGI Sport Marketing (Aust) Pty Ltd	Event management and promotion
The Gayler Family Trust	Event production
The Grange Golf Club Inc	Event operations and facilities
The Hot Water Trust & The Trustee for Andros Family Trust No 2	Event catering
The Lane Wine Co Pty Ltd	Tourism services and event catering
The One Picture Group Ltd	Market research
The Renmark Hotel Inc	Accommodation and event catering and participation
The Scout Association of Australia, South Australian Branch Inc	Event operations
The Trustee for A & B Fantasia Family Trust	Event theming and design
The Trustee for A & E Misale Family Trust	Event catering
The Trustee for Adelaide Event Group Unit Trust	Event infrastructure
The Trustee for Anna Meares Trust	Commentary and promotional services
The Trustee for Bada Bing Family Trust	Event signage
The Trustee for BDA Unit Trust	Market research
The Trustee for Choons and Moovz Trading Trust	Event entertainment services
The Trustee for Computers Now Unit Trust	ICT services
The Trustee for Cool Breeze Rentals Unit Trust	Event infrastructure
The Trustee for East End Cellars Unit Trust	Event catering
The Trustee for Event Managers Australia Trust	Event management
The Trustee for Foodland Promotions Unit Trust	Event catering
The Trustee for Frankie the Creative Trust	Photography
The Trustee for Greaton GPO Management Unit Trust	Accommodation
The Trustee for Harel Harris Plane Family Trust	Event management
The Trustee for Hernandez Trading Trust	Event medical services
The Trustee for Johnson Investment Trust	Event operations
The Trustee for KJ Schulz Family Trust	Event operations
The Trustee for McEwen Family Trust	Commentary and promotional services
The Trustee for Mt Lofty Operations Unit Trust	Accommodation and venue hire
The Trustee for Mt Lofty Properties No 2 Trust	Accommodation
The Trustee for Nelson Teamwear Trust	Event uniforms
The Trustee for P & J Hurley Family Trust	Accommodation
The Trustee for Parsons Plumbing and Gas	Event infrastructure
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
The Trustee for Precizion Est 2011 Family Trust	Event entertainment
The Trustee for Scuzzi Trust	Event catering
The Trustee for the A & J Lawson Family Trust No 2	Event signage
The Trustee for the Blunden Family Trust	Event infrastructure
The Trustee for the Jag Trading Trust	Event operations
The Trustee for the Majestic Roof Garden Hotel Class Trust	Accommodation and cooperative marketing
The Trustee for the Migliaccio Family Trust Fund	Writing services
The Trustee for the Ochre Digital Trust	Event signage
The Trustee for the Powell Family Trust	Event infrastructure
The Trustee for the Rent a Fence Australia Trust	Temporary fencing
The Trustee for the Roskvist Family Trust	Event signage
The Trustee for the Tony Sharley Family Trust	Tourism services
The Trustee for the Veld Family Trust	Printing
The Trustee for TIR Family Trust	Event management and temporary staff
The Trustee for Two Hotel Management Unit Trust	Accommodation
The Trustee for Uraidla Hotel Trust	Event catering
The Trustee for UTMG Unit Trust	Event operations
The Trustee for WDM Advertising Unit Trust	Creative/design services
The Trustee for Ziptrak Settlement	Event infrastructure
Thinkex Holdings Pty Ltd	ICT services
Thomson Reuters (Professional) Australia Ltd	Research services
Tick Services Enterprises Pty Ltd	Event operations, signage and uniforms
Titan Containers Pty Ltd	Event refrigeration
Titan Hoarding Systems Australia Pty Ltd	Event infrastructure
TLB Barossa Pty Ltd	Accommodation
TNT Molnar Pty Ltd	Video production
To Travel Australia Pty Ltd	Cooperative marketing
Tobin Productions Pty Ltd	Commentary and promotional services
Toll Global Forwarding Pty Ltd	Freight and customs services
Topline Promotions Pty Ltd	Promotional merchandise and uniforms
Tour South Pty Ltd	Tourism services
Tourism and Events Queensland	Cooperative marketing
Tourism Australia	Cooperative marketing
Trailfinders Ltd	Cooperative marketing
Travel Auctions Pty Ltd	Cooperative marketing
Travel Counsellors Ltd	Cooperative marketing
Travel Link Digital Co Ltd	Social media marketing
Tripadvisor Singapore Pte Ltd	Cooperative marketing
United(Beijing) International Travel Service Co Ltd	Cooperative marketing
Venn Sydney Pty Ltd	Event participation and promotion
View Clubs of Australia	Event operations
Village Gate Pty Ltd	Event signage and printing
Virgin Australia Airlines Pty Ltd	Cooperative marketing
Virt Pty Ltd	Event equipment
Vision Development Strategies Pty Ltd	Printing and merchandise
Visualcom Pty Ltd	Event signage and printing
Viva Global Pty Ltd	Event printing and uniforms
Vok Beverages Pty Ltd	Event catering
Wagstaff Marketing LLC	Marketing representation
Wasabi Entertainment Pty Ltd	Event entertainment
Watersedge Events Pty Ltd	Conference facilities
Wavemaker Australia Pty Ltd	Brand and functional advertising
Waverley Forklifts Pty Ltd	Equipment hire
Webcoda Pty Ltd	ICT services
Webjet Marketing Pty Ltd	Cooperative marketing
Williams, Jeremy Scott	Writing services
Williams, Riley Matthew	Photography and video production
Wilson Parking Australia 1992 Pty Ltd	Event car parking
Winc Australia Pty Ltd	Storage, distribution and office supplies
Yaao Marketing Consulting Co Ltd	Marketing representation
Yamaha Motor Australia Pty Ltd	Event motorcycles
Young, James Michael	Event operations
Zamslade Pty Ltd	Accommodation and tourism 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 Control 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. All reasonable measures to minimise the incidence 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

The value of South Australia’s visitor economy grew 3% in 2024-25, despite the State’s tourism industry facing 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 have been experienced across the country.

As at the year ending June 2025, the value of tourism in South Australia is $9.9 billion. This is well ahead of the KPI of $9.7 billion.

The latest results to June 2025 show that international expenditure grew 33% to $1.7 billion, a strong result. However, international visitation has fallen 4% in the last year and remains 11% below its pre-pandemic level.

The interstate market has seen an increase in interstate visitors, welcoming 2.1 million overnight visitors, up 7% on 2024. Expenditure though declined over the year of 9% and now sits at $3.0 billion. Intrastate overnight expenditure was flat on the previous year at $2.8 billion, and day trips grew 8% to $2.0 billion.
According to the latest figures, tourism employment in South Australia, with 41,600 people directly employed in the sector—a decrease of 1,000 compared to 2023. This small decline follows the significant growth seen in 2022–23, which was driven by the post-pandemic recovery as businesses scaled up to meet renewed demand.

Marketing

The State’s domestic marketing campaign, ‘Travel. Our Way.’, continued through to December 2024 and performed well, with key metrics of awareness, consideration and intention tracking above average when compared to similar SATC campaigns.

In April 2025, the SATC launched a new long term brand platform and destination marketing campaign, ‘Celebrate the Simple Pleasures’. The launch coincided with AFL Gather Round, allowing South Australia to capitalise on national attention.

‘Celebrate the Simple Pleasures’ positions South Australia as a sanctuary for the burnt-out and overwhelmed – showcasing the State as a place where these rare and desirable simple pleasures in life are abundant. Early campaign results show the new campaign is resonating with audiences. In the three months following campaign launch, 724,000 leads were generated from southaustralia.com to South Australian tourism operators and industry partners – a 34% increase year on year. A brand lift study on YouTube found that people exposed to the campaign’s ads are up to 5% more likely to consider a trip to South Australia.

Developed by Adelaide-based creative agency Frame Creative, the campaign showcases the unique culture, creativity and lifestyle of South Australia through a distinctly local lens. Unlike previous campaigns, ‘Celebrate the Simple Pleasures’ features episodic storytelling across a range of content formats rather than a single hero TV ad and is designed for long-term brand building.

To continue to drive visitation and expenditure during the traditionally quieter winter months, ‘The Simple Pleasures Guide to Winter’ launched in May 2025 – a seasonal activation under the Simple Pleasures brand platform. The campaign encouraged South Australians to rediscover the joy of winter by exploring their own backyard and promote the simple pleasures unique to South Australia in winter.

To help drive direct bookings to South Australian tourism businesses, 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), TripAdvisor, Flight Centre Travel Group and Helloworld.

The SATC partnered with Tourism and Event Queensland to deliver the Down Under Summit trade event in Colorado in July/August 2024. This event provided an opportunity for 11 South Australian tourism operators to showcase their product and destination to key distribution partners from North America.

The SATC ran its own South Australia – Uncorked! event in Sydney on 26 November 2024, connecting 39 South Australian operators and 49 travel trade buyers (inbound tour operators, domestic wholesalers and online travel agents). The SATC also participated in Tourism Australia’s Japan and Korean Marketplace events.

In November 2024, the SATC and 10 South Australian tourism operators participated in the Tourism Australia Marketplace United Kingdom / Europe trade event in London. The SATC then facilitated an add on dedicated South Australian event in Copenhagen to engage key travel companies in the Scandinavian market. The Scandinavian market is a strong source market for South Australia with a long length of stay and good dispersal around the State.

The SATC had a presence at Tourism Australia’s flagship trade event, the Australian Tourism Exchange (ATE) in Brisbane from 28 April - 1 May 2025, with 52 tourism operators exhibiting in the South Australia area. During ATE 25, it was announced that Adelaide will host ATE in 2026 from 10-14 May.

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, China Southern Airlines, Qatar Airways and Emirates. 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).

During 2024-25, the SATC continued running an ‘always on’ digital marketing programme, including the use of the consumer facing website southaustralia.com; social media accounts on Facebook, Instagram, and TikTok; consumer facing emails, and targeted digital advertising. This activity generated approximately 2.53 million leads to South Australian tourism operators via their ATDW product pages on southaustralia.com, and 39,000 leads to key industry partners such as airlines, travel agents, and ticketing companies.

Events marketing promoted SATC’s three managed events the Santos Tour Down Under, Tasting Australia presented by Journey Beyond and the National Pharmacies Christmas Pageant. Marketing programs also supported the promotion of major sponsored events for the state, including Chihuly in the Botanic Gardens, LIV Golf Adelaide and AFL Gather Round.

Public Relations

In the 2024-25 financial year, the SATC’s PR activity delivered 7,811 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.

PR activity has included brand advocacy partnership with professional cyclist Tiffany Cromwell and Formula One driver Valtteri Bottas for the Santos Tour Down Under, Simple Pleasures brand launch media event and content partnerships with Frankie and Broadsheet, as well as Simple Pleasures of Winter promotion including Channel 9 News Weather Road trip in Limestone Coast, Illuminate Adelaide media famil, and Kati Thanda-Lake Eyre Media famils.

Events

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

In 2024-25, the SATC delivered three managed events: The National Pharmacies Christmas Pageant, Santos Tour Down Under and Tasting Australia presented by Journey Beyond.

2024 National Pharmacies Christmas Pageant: the southern hemisphere’s largest public street parade, had an audience of approximately 320,000 people.

2025 Santos Tour Down Under: around 807,900 spectators attending the event across Adelaide and its tourism regions, up from 770,600 in 2024. The event injected a total of $98 million in attendee spend into the South Australian economy and resulted in an attendee tourism contribution of $59.5 million in economic value.

2025 Tasting Australia presented by Journey Beyond: 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 crowd attendance of 65,000 people over the 10 days.

The SATC sponsors a range of events, designed to give visitors a reason to travel ‘right now’. Highlights for 2024-25 include:

Chihuly in the Botanic Garden: For its one-off season in Australia, Chihuly in the Botanic Garden recorded 1.4 million visits to Adelaide Botanic Garden during its seven-month season. This success positions Adelaide Botanic Garden ahead of the globally renowned Kew Gardens in London and Singapore’s Gardens By The Bay as the venue to achieve the highest attendance figures for any of Chihuly’s Botanic Garden exhibitions.

AFL Gather Round 2025: A total of 269,506 fans attended the sold out four-day festival of footy from April 10 to 13. The 2025 event delivered an economic impact of $113.9 million, a 24% increase on 2024. More than 241,600 visitor nights were recorded with the Friday night recording the strongest night ever for hotel rooms occupied and revenue across greater metropolitan Adelaide at the time, with 10,640 rooms occupied, generating revenue of $4.9 million. More than 54,000 visitors came to SA from out of the State, up 18% on 2024.

LIV Golf Adelaide 2025: Held at The Grange Golf Club, the event attracted an official attendance of more than 102,483 across the tournament and contributed a total of 86,530 visitor nights – both figures up 9% on the previous year. The event generated $81.46 million to South Australia’s economy, up 14% on the previous year. LIV Golf Adelaide 2025 had a broadcast global household reach of 785 million across more than 100 territories exceeding the 2024 results by more than 50% and almost tripled that of 2023.

Regional Event Fund

The Regional Event Fund supported 35 events staged between 1 September 2024 and 31 August 2025. The events covered a wide cross-section of arts, cultural, food and drink and sporting events across SA’s tourism regions and metropolitan Adelaide. Some highlights included Flinders Ranges - A Brush with Art (Flinders Ranges & Outback), Riverland Rose and Garden Festival (Riverland), Seafood on Spencer (Yorke Peninsula) and Port MacDonnell Bay Festival (Limestone Coast).

Destination Development

Destination Development focusses on the supply side of tourism for South Australia.

In 2024-25, achievements included securing the first direct flight from the United States of America to Adelaide and the first Christchurch to Adelaide service, record cruise expenditure, and support to industry was delivered through the Experience Nature Tourism Fund and two intakes of the Experience Development Program, and a new Distribution Ready Program.

Aviation

South Australia is more globally connected than ever, with all international airlines operating prior to COVID having committed to returning and new airlines committing to direct routes from key global markets.

Discussions continued this financial year with other international airlines to re-build direct access from other key markets. At year ending 30 June 2025, the eight airlines flying international services into Adelaide were Indonesia AirAsia, Air New Zealand, Qatar Airways, Singapore Airlines, Malaysia Airlines, Fiji Airways, Jetstar, and Emirates providing 51 flights per week - an increase of 11% compared to the same time in 2024. At year ending June 2025, there were 516 domestic flights per week to Adelaide.

Cruise

In 2024-25, South Australia welcomed 114 cruise and expedition ship visits to our State, with approximately 206,000 passengers and crew on board. The economic impact figure for the 2024-25 season is yet to be confirmed. In October 2024, an economic impact assessment jointly commissioned by Cruise Lines International Association and the Australian Cruise Association was released. It showed the 2023-24 cruise season injected a record high $227 million into South Australia’s economy and supported 738 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 delivered its second and third intakes of the ‘Experience Development Program. Supporting up to 20 operators across the State in each intake, 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 three of the $2 million Experience Nature Tourism Fund ran during 2024-25 which saw 13 projects receive funding worth more than $500,000. Projects funded included the purchase of cold weather snorkelling gear to increase offering in the off season on Kangaroo Island, purchase of a Pontoon Boat to run new on-river nature-based tours from Murray Bridge, and purchase of e-bikes to conduct tours of Penola in 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 fourth and final round of funding will be made available over the next financial year.

A new Distribution Ready Program was introduced to support commissionable tourism businesses to confidently and successfully work with international travel trade partners. The pilot intake saw nine operators from across the State participate in three modules including an overview of working with international trade and trade events, Q&A sessions with experts, and a Tourism Australia immersion day from May to June 2025. Following the program’s success, a second intake will be held from August to October 2025.

The SATC continues to have discussions with potential investors and developers regarding accommodation development. As of 30 June 2025, there are 6 hotel developments proposed for the Adelaide area that are progressing through various stages of development.

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

This information is outlined throughout the 2024-25 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 2024-25 Annual Report.

Not applicable to the agency.

Number of public complaints reported

Complaint categories	Sub-categories	Example	Number of complaints 2024-25
Professional behaviour	Staff attitude	Failure to demonstrate values such as empathy, respect, fairness, courtesy, extra mile; cultural competency	3
Professional behaviour	Staff competency	Failure to action service request; poorly informed decisions; incorrect or incomplete service provided	3
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	10
Communication	Confidentiality	Customer’s confidentiality or privacy not respected; information shared incorrectly	1
Service delivery	Systems/technology	System offline; inaccessible to customer; incorrect result/information provided; poor system design	4
Service delivery	Access to services	Service difficult to find; location poor; facilities/ environment poor standard; not accessible to customers with disabilities	1
Service delivery	Process	Processing error; incorrect process used; delay in processing application; process not customer responsive	2
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	1
Service quality	Information	Incorrect, incomplete, out dated or inadequate information; not fit for purpose	2
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	1
Service quality	Safety	Maintenance; personal or family safety; duty of care not shown; poor security service/ premises; poor cleanliness	9
Service quality	Service responsiveness	Service design doesn’t meet customer needs; poor service fit with customer expectations	6
No case to answer	No case to answer	Third party; customer misunderstanding; redirected to another agency; insufficient information to investigate	34
		Total	77

 

Additional metrics	Total
Number of positive feedback comments	18
Number of negative feedback comments	44
Total number of feedback comments	62
% complaints resolved within policy timeframes	99%

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 2024-25, 139 complaints and feedback were recorded, compared to 188 in 2023-24.

The main categories that complaints fell into were:

• No case to answer (34) - the SATC receives a diverse range of complaints on travel related topics that do not fall into its area of responsibility. Where possible, these complaints are forwarded onto the relevant party for follow up and resolution.
• Communication: Communication quality (10) – mainly due to lack of Australian flag on SATC managed websites and the use of the Aboriginal flag to represent and link to the Acknowledgement of Country. Alternative ways to display the Acknowledgment of Country are being considered.
• Service quality: Safety (9) - 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.

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