Tourism Awards, regional event funding, cruise collab, & more…

We’re making the most of South Australia’s infamous festival season, with industry first collaborations, tourism’s night of nights just a week away, and milestone attendances reached for major events. 

In just one week, we will be hosting the 40th Australian Tourism Awards. With up to 800 industry delegates here from across the country, and we are working to leverage this opportunity to showcase just how far we’ve come since hosting the awards a decade ago. Good luck to all the SA nominees.

In an industry first collaboration, the Adelaide Fringe said ahoy to cruise passengers on board the Celebrity Edge last week. Passengers had the opportunity to join an Adelaide Fringe shore excursion, which included a trip to the Adelaide Central Market, two Fringe shows, and lunch in Gluttony. Leveraging the festival season, the offering helped showcase to cruise visitors why SA is a destination worth returning to.

A reminder that applications for our Regional Event Fund 2025-26 close 5pm next Tuesday, 18 March. This is an excellent opportunity to bolster your event offerings and entice more people into our tourism regions.

A major milestone has been achieved for our Australian exclusive exhibition, as Chihuly in the Botanic Garden has welcomed more than one million attendees to date. Ticketing data shows visitors from across the world have checked out the exhibition, which is set to continue to draw visitors to our city until 29 April.

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read full Industry Update - 14 March 2025