20 Oct 2021

Bumper investment, record voucher redemption, WOMADelaide returns, & more...

Bumper investment in the state’s regions, a record-high redemption rate on our latest Great State Voucher rounds, leveraging the burgeoning self-drive market, a major event to return in 2022, and South Australia receives its fair share of Federal funding – just some of the highlights for our industry this week.

I joined Premier Steven Marshall at Nepenthe Wines in the Adelaide Hills on the weekend to announce the latest recipients of our Tourism Industry Development Fund. Nepenthe Wines was one of nine new projects in this round; its grant will unlock a more than $1.5 million cellar door development.

It brings the total number of regional tourism projects we’re supporting through the Fund to 80, with a total project value of more than $56.8 million – this is incredible private investment in the future of tourism in our state, enabling operators to capitalise on the post-COVID record-breaking regional demand.

Rounds five and six of our Great State Voucher program hit a record-high redemption rate. With nearly 60,000 bookings made on tours, experiences and accommodation, the scheme has generated an estimated $90 million for our visitor economy to date.

With road trip travel continuing to prove popular, we’re ramping up our marketing of SA’s road trip itineraries. These aim to encourage extended trips into region, increase expenditure per visitor, and foster cross-regional collaboration.

You might see 9 News in region, promoting SA road trips – from the ‘Coastal Way’ in Yorke Peninsula to the ‘Southern Ocean Drive’ spanning the Fleurieu and Limestone Coast.

Organisers of WOMADelaide have today confirmed the iconic festival of music will return in 2022, in its traditional format in Botanic Park. This is fantastic news for our festival season and will entice interstaters at a critical time.

The latest round of the Federal Government’s Building Better Regions Fund has awarded grants to 40 projects in SA. It’s great to see local council investing in tourism as part of this, helping stimulate our economy and drive recovery.

Today, we launched our first ‘Reflect’ Reconciliation Action Plan (RAP). Our RAP builds on the work we’re doing, such as working with Aboriginal and Torres Strait Islander operators and communities as well as having greater representation in our marketing campaigns.

By embarking on our reconciliation journey through Reconciliation Australia’s RAP program, we are taking steps to make a practical contribution to reconciliation in SA.

Read on for details.

Rodney Harrex
Chief Executive


View the Industry Update – 20 October 2021.