23 Jan 2022

Nation's eyes on South Australian tourism operators

South Australia will take centre stage next week when a program dedicated to showcasing the state’s tourism sector hits television screens across the country.

The South Australian Tourism Commission, in partnership with Network Seven, has locked away 60 minutes of primetime viewing – including commercial air-time – to showcase South Australia’s diverse tourism offerings, inspire travellers to support businesses by booking holidays in SA, and help recover the visitor economy. 

The special one-off segment will air state-wide on Channel 7 Adelaide and nationally on 7plus at 7pm on Thursday 27 January, with a national encore on 7TWO on 30 January and 2 February 2022.

Hosted by Cosi from South Aussie with Cosi, the program A little more SA with Cosi and Friends, will see local household names come together to explore the state, share their favourite SA getaways, and encourage locals and visitors to book a trip in South Australia.

A national audience will see well-known media personalities 7NEWS Presenter Jane Doyle, SAFM’s Rebecca Morse, 7AFL commentator Abbey Holmes and Kelly Golding, Adelaide restaurateurs Callum Hann and Laura Sharrad, and AFL stars Charlie Dixon and Travis Boak exploring SA and visiting new and iconic tourism offerings.

The program will feature tourism operators representing a broad cross-section of the industry and regions across the state, telling their story of operating in a global pandemic – and importantly, showcasing how visitors can feel confident and safe when booking and seeing SA. It will highlight holiday destinations, upcoming events and festivals, and recently opened visitor experiences.

South Australian Tourism Commission chief executive Rodney Harrex said the special television feature is designed to re-inspire travellers to see South Australia and highlight the innovation and adaptability of the industry, as work continues to recover the visitor economy.

“There’s no doubt the Omicron outbreak has created havoc for many industries across the nation, and tourism is no different, with restrictions to protect public health and the drop in people’s confidence and appetite to travel,” Mr Harrex said.

“South Australian tourism operators have shown they are ready to respond, and they continue to offer incredible products and experiences where travellers can feel safe, feel confident in booking ahead and know they will enjoy a world-class experience.

“We saw last year that South Australians travelled regional SA in record numbers – we know the support is there. We’re calling on locals as well as interstaters to get behind our industry, remember how much they love our city, the regions, and our upcoming festival season – and plan a trip, book ahead and check out all of the new and incredible offerings in SA, where travellers can get ‘a little more’ out of their holiday.”

A Little More SA with Cosi and Friends features new accommodation such as: Sofitel Adelaide in the CBD, Eyre Way in the Eyre Peninsula and Pago in Middleton on the Fleurieu Peninsula; new and expanded visitor experiences with Beerenberg in the Adelaide Hills and Kangaroo Island Distillery; new tours with Untamed Escapes across multiple regions; new restaurants and bars like Fugazzi and Eleven in Adelaide CBD; and new cultural experiences including Gemtree Wine’s Tirkandi – Culture, Connection & Country tour.

During the broadcast, commercial airtime will be dedicated exclusively to tourism advertising – featuring South Australia’s impressive destinations and world-class events and festivals.

Viewers will be directed to the SATC’s southaustralia.com website or to their local travel agent, to plan and book their next South Australian holiday or experience and get access to enticing deals and offers across the state.

The special episode will be supported by digital and social marketing from the SATC and its partner, Channel 7, as well as program hosts. A week of weather crosses on 7NEWS with Amelia Mulcahy will further highlight destinations and operators across South Australia.

Ten South Australian holidays will be given away to lucky viewers during the program on Channel 7 Adelaide on 27 January.

What operators featuring in the program are saying:

Owner of Pago luxury accommodation, Rose Kentish: “While it’s taken five years to restore the stables that now form Pago, a luxury retreat in Middleton, we’ve found it to be a great time to launch with people wanting to spend time with partners, family and friends, and unwind and recharge – perhaps more than ever”.

“Rather than push travel out into the world, you can have an incredible retreat environment here on the Fleurieu Peninsula, with lots of space to take some downtime and a wonderful base from which to explore all the region has to offer.

“To be featured in this special television feature means we can show South Australians and interstate visitors our premium luxury experience. Five years ago, we would’ve imagined we’d have a big international clientele but it’s even more rewarding to attract and see locals enjoying this incredible space.”

Owner/operator of Untamed Escapes, Craig Haslam: “I’ve been in tourism for some 30 years and there’s been some tough points but nothing like what we’ve seen during the past two years. As a tour operator who would traditionally rely on the interstate and international markets, I’ve had to completely reimagine what we do.

“We’ve used the time to reflect, diversify and revitalise – we’ve invested in our people, purchased a new vehicle to offer luxury tours, and we’ve had a complete rebrand – from our previous brand which was destination-focused, our new branding allows us to do so much more. We’ve moved into more regions like the Adelaide Hills, Fleurieu and Yorke Peninsulas, developed new products, launched Australia’s first wellness tours and charter options from photography through to an art trail.

“We’re thrilled to be included in this special TV feature and show Australians why they should explore SA with us.”

Rebecca Morse at Pago in Fleurieu Peninsula
Rebecca Morse at Pago in Fleurieu Peninsula