20 Dec 2024

Another big year for tourism in South Australia

2024 has been a busy year for our industry – against the backdrop of some challenging economic conditions. Despite this, there have been some important highlights that our industry can celebrate as the year draws to a close:

  • Our international market continues to grow, with the return of major international airlines with Emirates, and most recently China Southern Airlines.
  • The record-breaking 2023-24 cruise season injected a $227 million into our economy.
  • The $200 million Marriott Hotel Adelaide opened in the historic General Post Office.
  • Regional Event Fund 2024-25 is supporting 37 regional events and festivals across SA.
  • Both the economic impact of LIV Golf Adelaide and AFL Gather Round increased by 10 per cent in the events’ second years.
  • Tasting Australia welcomed Journey Beyond as new presenting partner.
  • The Experience Nature Tourism Fund has to date supported 46 projects unlocking $2.5 million in combined project value.
  • We introduced the Experience Development Program, which has so far supported 42 businesses to develop their business ideas into sellable products.
  • The recent Test match at Adelaide Oval drove the highest room nights occupied ever, with 10,432 room nights occupied across greater metropolitan Adelaide on Friday 6 December.
  • SA operators attended interstate and overseas industry events like Marketplace UK/Europe, ATE and South Australia - Uncorked! selling our state to key decision makers.
  • The River Revival Voucher program finished in June, injecting a total of $12.4 million into our Murray River regions recovering from the once-in-a-century flooding event of summer 2022-23.

We have also been looking ahead, with our recent roadshows to each tourism region providing valuable insights and ideas as to how a refresh of our 2030 Visitor Economy Sector Plan can better reflect the current state of our industry and where we are headed. Again, thank you to all those who came out and contributed to these sessions.

We look forward to sharing the refreshed plan and the new destination brand in the New Year.

We kick off the New Year with the 25th anniversary of the Santos Tour Down Under. We have planned a range of activities to celebrate not just the race, but our state, with plenty of ways operators can get involved.  

Finally, I want to thank you for all you do for our state’s tourism industry. In my second year at the South Australian Tourism Commission, it has been exciting and rewarding to go deeper into what is needed to ensure our state gets the recognition and visitation it deserves.  

I hope you have a safe and joyful festive season.

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read full Industry Update - 20 December 2024