As part of the development of the national Tourism 2020 plan, forecasting was conducted to identify the maximum potential value for the tourism industry in Australia by 2020. South Australia’s plans draw on this forecasting to set relative targets for the State. Consequently, our plan identifies a shared goal with the South Australian tourism industry to increase visitor expenditure in South Australia to a potential of $8.0 billion by 2020. The required waypoint to achieve this goal is $7.2 billion by June 2019.
The Key Focus Areas to achieve these targets were:
- Driving Demand;
- Working better together;
- Supporting what we have;
- Using Events to drive visitation; and
- Recognising the importance of the value of tourism.
Specifically, in 2018-19, the SATC increased focus on the following areas to maximise achievement against these objectives:
- Intrastate marketing;
- Increased collaboration with international education;
- Emerging markets;
- Sustainable model for managed events; and
- Tourism infrastructure development.
Latest available data shows that visitor expenditure in South Australia reached $7.6 billion in the year to June 2019. This represented an annual growth rate of 12 per cent and was the fifth consecutive year of growth in the overall visitor economy. The result is higher than the June 2019 ‘Full Potential’ waypoint of $7.2 billion and is solidly above the “Linear Trend” waypoint of $5.9 billion.
The growth that has led to these strong tourism outcomes has been unprecedented and despite this positive progress, achieving $8.0 billion by 2020 remains a challenging target. To be successful it is essential that robust growth continues in the latter part of 2019 and throughout 2020.
Agency objectives, indicators and performance
Increase the value of our tourism sector from $5.1 billion to $7.2 billion per annum by June 2019 (on the way to our December 2020 target of $8.0 billion).
Target achieved: the value of South Australia’s tourism sector grew 12 per cent to $7.6 billion in the year to June 2019 – June waypoint is $7.2 billion.
Increase tourism direct employment from 31,000 to 36,900 by June 2018.
Target achieved: the latest data shows direct employment in the tourism sector was 38,900 in the year to June 2018.
Grow international tourism expenditure in South Australia to $1.2 billion by 2020, with a milestone of $1.1 billion by June 2019.
Target achieved: the value of South Australia’s international tourism fell 5 per cent to $1.1 billion in the year to June 2019 - June waypoint is $1.1 billion.
Grow interstate overnight expenditure in South Australia to $2.4 billion by June 2019 and intrastate overnight expenditure to $2.0 billion.
Target achieved: the value of South Australia’s interstate tourism sector reached $2.5 billion (waypoint $2.4 billion) and intrastate reached $2.3 billion (waypoint $2.1 billion) in the year to June 2019 (latest available data).
Working Better Together
Implement the Regional Visitor Strategy and actively partner with each region to deliver Tourism 2020 outcomes. Increase the value of regional tourism $3.0 billion by June 2019, on the way to $3.55 billion by December 2020 as outlined in the Regional Visitor Strategy.
Target Achieved: the value of South Australia’s regional tourism grew 19 per cent to $3.3 billion in the year to June 2019 – June waypoint is $3.2 billion.
Supporting What We Have
Establish an international reputation for our premium food and wine experiences.
Target achieved: That SATC, in partnership with the South Australian Wine Industry Association and PIRSA, developed the South Australian International Wine Tourism Strategy. This was used to secure funding to support $6.1 million of projects across South Australia. $1.9 million of this will be used by the SATC in 2018-19 and 2019-20 to promote Wine Tourism in China, UK and USA.
As of June 2019, South Australia is associated with “Good Food & Wine” by 58 per cent of the interstate audience, ranking equal first with Victoria.
Adelaide continues to be a member of the Great Wine Capitals global network.
Increasing the recognition of the value of tourism
Build on the current strong research program and make evidence-based information available to increase the understanding of the value and relevance of tourism to our stakeholders.
The SATC continued to publish the International Visitor Survey and National Visitor Survey results on its corporate website. Four infographics were produced to clearly communicate the survey results to a broad range of stakeholders.
Increase the understanding of the value and relevance of tourism to our stakeholders through a varied program of corporate communications.
Five Tourism Champion videos and case studies released in 2018-19 to recognise businesses and events that highlight the importance of tourism to our state. On average, each video was viewed 1,464 times.
Nine infographics distributed to our stakeholder database in 2018-19. The infographics page on the SATC corporate website received a total of 1,067 unique page views.
Seven corporate videos produced to keep key stakeholders informed of important updates in the tourism space. On average, each video was viewed 779 times.
Using Events to Drive Visitation
Increase the economic value of events to the Full Potential of $400 million by 2020 a milestone of $359 million by June 2019.
Target achieved: the value of South Australia’s leisure events sector fell 5 per cent to $393 million in the year to March 2019 (latest available data) – March waypoint is $354 million.
Attract two additional major events each year.
Target achieved: as at June 2019, 63 events have been secured through the Leisure Events Bid Fund. These events are forecast to inject more than $295 million into the South Australian economy. In 2018-19 there were 9 events secured through the Leisure Events Bid Fund including:
Attract 78,000 conference delegates to the Adelaide Convention Centre, generating 312,000 bed nights.
2019 Australian Open Water Swimming Championships
- Asian Le Man Series
Target achieved: The Convention Bid Fund (CBF) continued to attract large scale national and international business events to Adelaide. Responsibility for administering the CBF transferred to DTTI as of 1 April 2019.
As at 1 May 2019, the CBF has delivered 90 business events, 121,000 delegates and 635,000 room nights.