27 Oct 2022

SATC appoints new CE

Experienced tourism and marketing specialist Emma Terry has been appointed as the new South Australian Tourism Commission chief executive.

Currently the chief marketing officer at Tourism Tasmania, Ms Terry will join the SATC on 9 January, 2023.

With more than 20 years of experience in strategic planning, brand development, communications and marketing, she brings a strong suite of skills to help promote South Australia as a key tourism destination.

Over the past five years, as Tasmania’s chief marketing officer, she has been the driving force behind establishing Tasmania’s long-term strategic destination marketing platforms and positioning Tasmania advantageously against larger states, including the successful “Come down for air” campaign.

Ms Terry has also overseen Tourism Tasmania’s consumer digital transformation program that provided connected digital pre and on-ground experiences, contributed to Tasmania’s T2030 positive impact agenda and delivered a range of tactical programs to support COVID recovery and connect demand, access and supply for better market outcomes.

Ms Terry is a graduate of the Australian Institute of Company Directors and has held a number of Board and mentor roles for not-for-profit organisations. She is also a Board Director and member of the Risk, Audit and Finance committee for the Australian Tourism Data Warehouse and is currently the Chair of Engender Equality and a Mentor for Mentor Walks Australia.

Minister for Tourism, Zoe Bettison said she was pleased Ms Terry will lead the South Australian Tourism Commission.

“Emma has a thorough understanding of where South Australia sits in the global tourism market and knows what is required for our state to compete for market share and to get the attention of consumers, drive business and build a successful brand,” she said.

“With more than $45 million committed to tourism marketing and $40 million towards major events, our state is well positioned to recover strongly from the pandemic with a tourism industry that provides thousands of jobs to South Australians.

“During the recruitment process my goal was to ensure South Australia attracts the best talent available to lead tourism into the future.

“We look forward to welcoming Emma and her family to Adelaide early in the new year.”

SATC Chair, Andrew Bullock said it was terrific to have secured a chief executive with a deep understanding of what is needed for the continued strong growth of the visitor economy in South Australia.

“I know she is keen to get down to business, meet the team and operators right across SA, drive what is needed to return tourism back to its once record $8.1 billion value and then steer us towards our 2030 target of $12.8 billion,” he said.

Ms Terry said she was honoured and excited to be leading the very capable and experienced SATC team.

“South Australia is an exceptional tourism destination that has it all, from incredible produce to diverse landscapes, unique experiences and amazing arts, culture and events,” she said.

“I understand the challenges and advantages of being a jurisdiction that competes against much larger states and I am looking forward to working closely with industry to continue the post COVID-19 recovery and unlocking future opportunities in what will be a dynamic and increasingly competitive environment.”