23 Sep 2022

SA takes another step to recovering its $1.2 billion international market

South Australian tourism is taking another step closer to recovering its $1.2 billion international market with an industry forum being hosted by the South Australian Tourism Commission in Adelaide today.
More than 120 operators from across the state are attending the workshop.
The group will hear from the SATC’s global marketing and PR teams, who will provide an update on the new consumer and media landscape including changes to consumer behaviour and travel trends post pandemic, as well as the latest trade and marketing activities in play.
It is the first time that the SATC international team has been able to travel to South Australia in more than two years. Representatives from the UK, Europe, New Zealand, North America, and Singapore are in Adelaide for the week for firsthand updates on the latest tourism products and experiences, and to connect with operators looking to expand their international footprint.
Pre-COVID, the international tourism market was worth more than $1 billion – a significant contributor to the state’s record $8.1 billion visitor economy.
The SATC will also outline how operators can best work with the international agents to grow visibility and opportunity overseas, in line with the SATC’s International Tourism Strategy 2025.

Minister for Tourism Zoe Bettison said it is another milestone as South Australia charts its recovery from the pandemic, and re-enters more broadly into the international tourism marketplace.
"To be able to bring our global team to Adelaide – to meet again directly with operators from regions such as the Adelaide Hills, Barossa, Fleurieu and Eyre Peninsulas, Kangaroo Island, Flinders Ranges & Outback, Riverland, and the CBD – is a great step forward in reclaiming the valuable international tourist dollar," she said.
"A huge amount has changed in the South Australian tourism landscape over the past two years, so it is important to bring together operators with the state’s tourism global marketing team to share the latest international trends and insights.
"In this competitive post-COVID environment, we are working hard through the South Australian Tourism Commission to grow and strengthen relationships with global stakeholders and shine a spotlight on the unique and wonderful opportunities we have in our state."