18 Apr 2024

Events teed up, SA showcased to international market, & more...


April continues to kick goals for tourism in South Australia, with Olympic an qualifying event riding into town, SA showcased to key international market, Aussies inspired to 'winter our way' and more.

Australia’s premier equestrian event, the Adelaide Equestrian Festival starts today and will see Australia and New Zealand’s best riders vying to secure a place at the Paris 2024 Olympic Games. Our operators are saddling up for a boost in visitation as more than 30,000 people are expected to gather in Adelaide’s parklands until Sunday.

Thank you to the tourism operators who submitted an Expression of Interest to take part in our pilot Experience Development Program (EDP). After closing on Monday, applications are now being assessed for the pilot program which starts in May. The EDP offers three workshops that will help equip tourism businesses with the tools they need to deliver innovative, world-class experiences.

The return of LIV Golf Adelaide tees off at The Grange Golf Club next Friday. We're working to draw even more visitors this year, the event can welcome 30,000 spectators per day - up from 20,000 at the inaugural event - with larger hospitality and viewing zones on offer. Last year’s event drew an official attendance of more than 77,000 and delivered an impressive $64.9 million for our state. 

South Australia was represented at the MATTA Fair, a consumer travel show held in Kuala Lumpur, Malaysia. Working with Tourism Australia, the SATC promoted our state to Malaysian consumers. This has traditionally been a solid market for SA - and is a key focus in the South East Asia region, along with Singapore. It was positive to see many visitors had knowledge of SA, having studied in Adelaide, or knew of friends or family living here and considering a trip to Adelaide with their families. Consumer shows like this provide an excellent opportunity to turn this consideration into active planning and booking.

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read Industry Update - 18 April 2024