Tourism awards success, new development program & more...

 South Australia dazzled at the 40th Qantas Australian Tourism Awards last Friday, as we hosted hundreds of delegates in Adelaide on our industry’s night of nights. Congratulations to our South Australian winners, including Seppeltsfield Barossa and Old Coach Road Estate taking out Gold in their respective categories.

To support commissionable tourism businesses in their work with international travel trade partners, we are piloting the Distribution Ready Program. Consisting of three modules from May to June 2025, the program will help participants to confidently and successfully trade internationally. Read on for further details and to register your interest.

Mad March was a winner for our hotel industry, with the Saturday of the long weekend recording the most room nights ever occupied in Adelaide. Recent STR data shows on Saturday 8 March 2025, 10,662 rooms were occupied across greater metropolitan Adelaide – with an average occupancy of 91% across the Friday and Saturday nights.

In an exciting Barossa development, global hotel chain IHG Hotels and Resorts has been named as the operating partner of a 150-room luxury resort, proposed for the Barossa Valley near Lyndoch. The $100 million InterContinental Barossa Resort & Spa development by the Strategic Alliance consortium is set to create $70 - $100 million in annual economic benefits and 120 ongoing jobs for the region.

Promoting unique SA experiences to the world, Tourism Australia launched its new TV series, Experience Australia. Narrated by Rachel Griffiths, the series will be broadcast to key tourism markets globally with the first season showcasing SA destinations such as Coffin Bay Oyster farm in Eyre Peninsula, Adventure Kayaking in Fleurieu Peninsula, and Seal Bay on Kangaroo Island.

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read full Industry Update - 27 March 2025