07 Feb 2021

Great State Voucher round two injects $19 million into visitor economy

L-R: Hilton Adelaide GM Rupert Hallam, Oval Hotel GM Bodelle Francis, Crowne Plaza Adelaide Director of Sales and Marketing John Ryan and Majestic Hotels Sales and Marketing Manager Alex Ridgway - celebrating the successful voucher program.
L-R: Hilton Adelaide GM Rupert Hallam, Oval Hotel GM Bodelle Francis, Crowne Plaza Adelaide Director of Sales and Marketing John Ryan and Majestic Hotels Sales and Marketing Manager Alex Ridgway - celebrating the successful voucher program.

A $19 million injection into South Australia’s visitor economy, thanks to the second round of the Great State Voucher Scheme has led to a record-breaking summer for our local tourism industry.

With the booking period for the second round of the South Australian Tourism Commission's Great State Vouchers wrapping last Sunday night – the outcomes have been sensational for South Australia’s tourism sector – helping to create jobs and boost the state's economy.

Round two of the voucher program generated more than 36,000 bookings – and attracted over 1.1 million product views through the southaustralia.com website.

That is a direct economic injection of more than $19 million into the visitor economy – helping sustain and create jobs in our sector. Already more than 10,000 check-ins have been made – people staying overnight, spending in and exploring the areas nearby, since 7 January.

Premier of South Australia, Steven Marshall thanked all South Australians for embracing the second round of the scheme and spending big in our CBD and regions.

“Thank you to everyone in South Australia - from those who booked a night in our great state, to our incredible tourism operators – you have all helped to create a record-breaking summer,” Premier Marshall said.

“Across round one and two of the vouchers, we’ve created more than 60,000 bookings, worth more than $31 million – getting people booking up the CBD and regions, and spending in our restaurants, cafes, bars and experiences around them.

“We will now take away any lessons we have learnt from the second round of GSV, talk to the industry and gear up for a round three.”

South Australian Tourism Commission chief executive Rodney Harrex said he was thrilled at how well round two of the GSV went, with South Australia breaking tourism records in our regions.

“We have seen record occupancy, with some of the highest occupancy levels in 12 months in regional SA. Figures provided by STR for December 2020 show occupancy in regional South Australia reached 60 per cent – the highest December on record, and an increase on December 2019 (55 per cent).

“It’s been very pleasing to see Great State Voucher bookings were snapped up across all 11 regions, with the Adelaide Hills, Barossa and Fleurieu Peninsula the most popular,” Mr Harrex said.

The Oval Hotel, Crowne Plaza Adelaide, InterContinental, Mayfair Hotel, Ibis Adelaide and Hilton Adelaide were among the top CBD properties, with the Stamford Grand at Glenelg, Discovery Parks Barossa, Novotel Barossa, Manna by Haus in the Adelaide Hills, and McCracken Country Club at Victor Harbor the most popular regional accommodation.

Operators around the state have commented on how thrilled they are by the response to the vouchers:

Crowne Plaza Adelaide – General Manager, Sarah Goldfinch:

"The Great State Vouchers have provided a much-needed stimulus for our hotel industry. The benefits of a campaign such as this are tangible, judged by room nights booked and, in the case of Crowne Plaza Adelaide, the recruitment of new staff. The vouchers have helped us trade strongly over the last few months and our holdings are looking positive until the end of March. There is also the flow on effect to our hotel suppliers and partners, as business returns to the city and into our regions. We thank SATC for this initiative."

Majestic Hotels & Apartments – CEO, Eoin Loftus:

“Our team wants to say a huge thank you to everyone supporting the local tourism industry by booking a ‘staycation’. We had five of our six properties participating this time, including our newest property, Majestic M Suites which officially opens its doors this Friday 5 February. The Majestic team is elated to receive so much interest with over 2,850 room nights booked, and importantly the stimulus translates directly into additional shifts for many employees ont office and housekeeping departments.”

Oval Hotel – General Manager, Bodelle Francis:

“The GSV program created a fantastic opportunity for many guests to enjoy the unique Oval Hotel experience for themselves. Not only has it added to the strong local uptake we’ve seen since opening, but it has given many the chance to add to their staycation by enjoying a meal at one of our restaurants, booking a RoofClimb or finding other ways to explore the riverbank precinct.”

Hilton Adelaide – General Manager, Rupert Hallam:

“The program has been instrumental in stimulating the recovery across the city and into the regions. It has meant increased bookings but more than that – it has been about increasing the confidence to stay, travel, experience and explore. This stronger demand also benefits our local SA supplier network as we increase our orders to them which then supports the local economy and communities.”

Eos by SkyCity – General Manager, Jodi Brown:

“The SA Tourism Commission’s Great State Vouchers have been a huge success for Eos by SkyCity, and the flow on impact to SkyCity restaurants and bars has also been positive. New signature restaurants such as Sol and iTL as well as Eos Spa + Wellness are regularly booked out, resulting in an increased need for local staff and produce. We’re thrilled with the outcome for the luxury end of the market to date, with Eos bookings increasing significantly due to this promotion.”

Stamford Grand Adelaide – Hotel Manager, Sunil Rawat:

“We found the Great State voucher round 2 very successful while being classified as suburban/regional category. By receiving over 750 bookings this added to an outstanding summer period. This program has encouraged consumer confidence while showcasing what South Australia has to offer. We hope that South Australians continue to support local travel and rebuild our tourism industry.”

Novotel Barossa Valley Resort - General Manager, Sarah Baddams:

“The Great State Voucher scheme has bolstered our business by giving travellers an extra incentive to experience the Barossa Valley region and to book a stay at our resort. The level of uptake of the vouchers is very encouraging and we see this as a promising indicator of the demand for domestic travel. This scheme has undeniably boosted South Australia’s visitor economy and therefore sustained jobs for many tourism employees and hospitality suppliers.”