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International Market Specific Activity

Our international markets

Find out more about our key international markets and our marketing activity within these markets below.

China is currently South Australia’s third largest source market and with the recent addition of China Southern Airlines servicing South Australia via Guangzhou, this number is expected to continually increase.

Within the China market our primary objective is to increase the awareness of tourism experiences available within South Australia. Activity is aligned with a distribution or airline partner in order to drive booking sales. This approach helps to maintain the number of airline seats sold and increases Chinese dispersal within South Australia. Campaigns often incorporate SATC owned social media platforms Weibo and WeChat, and can include high profile travel bloggers and/or celebrities who post about South Australia on social media, blogs and travel tip websites. To find out the Chinese translations of South Australian place names please see our glossary

For more information regarding our marketing activity please see our Eastern Hemisphere campaign calendar.
The Centennial Cellar at Seppeltsfield Wines, Barossa
The Centennial Cellar at Seppeltsfield Wines, Barossa
We are focusing on digitally based activity with the cooperation of airline and retail partners to drive booking sales to Adelaide and the South Australian regions.

This will increase the awareness of South Australia as a holiday destination and allow consumers to book with confidence through their chosen retail specialist. Key themes that resonate within the Southeast Asian market include; aquatic and coastal experiences, nature and wildlife, seafood and local produce, wine tourism experiences and self-drive.

To see the current activity planned for the Southeast Asian market click here
Port Lincoln, Eyre Peninsula
Seafood tasting at The Fresh Fish Place, Port Lincoln
Tourism trade partner activity is key to our marketing approach within this market.

South Australia is a relatively new destination to Indian travellers and as such prefer to book through retail agents. This approach will see us embark on multiple tactical campaigns with key retail distribution partners. Building consumer awareness of the experiences available within South Australia remains a priority and is activated through digital activity.

To view our current planned activity for the Indian market please see our campaign calendar.

Seal Bay
Walking on the beach with sea lions at Seal Bay, Kangaroo Island
The United Kingdom is our largest international source market, and remains a key element within our marketing strategy.

Typically, this market responds well to heavy tourism trade partner advertisement pushing consumers to choose South Australia as their next holiday destination. We engage in this type of tactical activity due to the high awareness of South Australia throughout the United Kingdom.

To see our latest campaign calendar for the United Kingdom click here.

Holding a koala at Cleland Wildlife Park
Holding a koala, Cleland Wildlife Park, Adelaide Hills
The European markets that we target are Italy, France and Germany. Our activity within these markets is generally tourism trade partner based with bursts of brand awareness activity in order to keep South Australia top of mind.

This approach is taken due to South Australia being a long haul destination for European travellers, and seen to be less ‘accessible’ than other global competitor destinations.

To view our current campaign calendar for the Western Hemisphere please click here.
Anna Creek Station, Flinders Ranges and Outback
Painted Hills, Anna Creek Station, Wrightsair Scenic Flight, Flinders Ranges and Outback
Building awareness is the number one priority within the North American market. With the 2016 announcements of Fiji Airlines direct service to South Australia in addition to Air New Zealand incorporating their Dreamliner on the Auckland to Adelaide route, access from North America has never been better.

In order to capitalise on this air access we will be entering into multiple tourism trade partner activities. In addition, future activity will see us enter into more content campaigns such as those seen with National Geographic and Travel & Leisure Magazine.

To view our current planned activity within the North American market please click here.
Elder Camp, Flinders Ranges and Outback
Elder Camp, The Arkaba Walk, Flinders Ranges and Outback
Our activity within the New Zealand market balances between brand awareness and tourism trade partner activity. While we know that Riverland and House boating experiences are popular for Kiwi travellers, our efforts go much further than this, introducing new food and wine experiences as well as inner city product suitable to the market.

In addition, we work heavily with airline provider, Air New Zealand in order to build awareness around the direct route from Auckland to Adelaide.

For more information on our planned activity within this market please see our campaign calendar.
The Lane Vineyard, Adelaide Hills
The Lane Vineyard, Adelaide Hills

Campaign Calendars

Our campaign calendars are an excellent planning tool for South Australian tourism operators. It is recommended that operators contact the campaign partners relevant to them and discuss their own marketing and awareness activities, leveraging our reach.

  • Chinese Glossary - Translation of SA Place names

    A Chinese translation of South Australian place names.

    (0.51 MB)

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  • Campaign Calendar - Western Hemisphere

    The United Kingdom, Europe, North America and New Zealand.

    (0.09 MB)

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  • Campaign Calendar - Eastern Hemisphere

    China, Hong Kong, Singapore, Malaysia and India.

    (0.15 MB)

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