03 Jul 2021

Record-high redemption injects multi-millions into SA’s tourism industry

With tough restrictions in place across the country, South Australians have once again thrown their support behind the state’s tourism industry, breaking Great State Voucher records and booking tens of thousands of SA getaways this winter.

Bookings for the fourth round of the Great State Voucher scheme wrapped up this week, with a record-high redemption rate of 64 per cent – creating more than 34,000 room night bookings across Adelaide and regional SA, and a direct economic injection of more than $18.5 million into the visitor economy. It brings the total economic impact of the scheme to date, to an estimated $64.7 million.

Since bookings opened on 2 June, around 6,500 people have already checked-in to their voucher stay, in addition to the nearly 45,500 people booked in with SA tour and experience operators as part of round three – experiences which are still being enjoyed until the end of next month.

Premier Steven Marshall said the Great State Voucher scheme has yet again proven it is effective and creates an incredible return on investment.

“This is by far the best redemption rate we have seen out of all four rounds of our Great State Voucher scheme and I thank the people of South Australia for embracing these vouchers and exploring our amazing back yard here in SA,” said Premier Marshall.

“These four rounds of the Great State Vouchers will pump $64.7 million into South Australia’s economy – that is a real shot in the arm for our tourism sector over the past 12 months, keeping businesses open and creating South Australian jobs.

“As we embark on two weeks of school holidays, I urge all South Australians to get out and explore what South Australia has to offer – even a day trip is going to massively help our small businesses right across the state.”

South Australian Tourism Commission chief executive Rodney Harrex said the voucher program has been a lifesaver for tourism operators.

“The outcomes of this program have been sensational for South Australia’s tourism sector – getting people bookings holidays they ordinarily might not have taken, enjoying the city and the regions, and injecting much-needed dollars into the state’s economy,” he said.

“There’s no doubt it continues to be an incredibly tough time for tourism – but I want to thank South Australians for doing their bit, for regional folk heading into the CBD for a night on the town, and for city punters getting into region and spending their hard-earned.

“To think that March saw total visitor expenditure in our state hit almost the same levels as pre-pandemic, at 93 per cent of the expenditure generated in March 2019. This is a phenomenal testament to what we can do as a state when we see ‘a little more’ of South Australia.”

Latest data shows round four of the voucher scheme is making a positive difference. Hotel occupancy in Adelaide in the third week of June, hit an average of 60% for the week. The first 19 days of June saw an average occupancy in CBD hotels of 60%, spurred on by the Sunday night of the long weekend with occupancy of 76%.  This is compared to 71% in June 2019, and 30% in June 2020.

Regional SA continues to reach record-highs, with May setting an all-time record for the number of room nights stayed at 71% – the highest level since 2013 when recording began and coinciding with the travel period for round three.

Analysis of previous rounds of the voucher show the program continues to drive strong consumer engagement, with additional expenditure over and above the voucher booking.  From Great State Voucher round two, the majority of consumer spending occurred “outside the hotel” with each CBD booking resulting in an average $512 spend and $597 in regional SA – slightly higher than in round one.

The Crowne Plaza Adelaide, Hotel Indigo and ibis Adelaide were among the most-booked CBD properties, with the recently-opened Bridgeport Hotel in Murray Bridge coming in at number six most-booked with a $50 voucher, and Stamford Grand Adelaide, Beach Huts Middleton and the Manor Basket Range among the top three most popular in Adelaide’s suburbs and regional SA.

The travel period for round four runs until 31 August 2021.

More information: southaustralia.com/voucher

Top 10 most-booked CBD and North Adelaide

  1. Crowne Plaza Adelaide
  2. Hotel Indigo Adelaide Markets
  3. Ibis Adelaide
  4. Hilton Adelaide
  5. Oval Hotel
  6. Sage Hotel Adelaide
  7. Eos by SkyCity
  8. Grosvenor Hotel Adelaide
  9. Majestic Roof Garden Hotel
  10. Holiday Inn Express Adelaide City Centre

Top 10 most-booked suburban and regional SA:

  1. Stamford Grand Adelaide
  2. Beach Huts Middleton
  3. The Manor Basket Range
  4. Clare Country Club
  5. The Manna by Haus
  6. Bridgeport Hotel
  7. Marion Holiday Park
  8. Serafino McLaren Vale
  9. Novotel Barossa Valley Resort
  10. Lady Bay Hotel