15 Feb 2022

Vouchers in market, tourism grants boost regions, festival season upon us, new young locals campaign & more...

Tens of thousands of Great State Accommodation Vouchers into the market, our Tourism Industry Development Fund to generate multi-millions for our sector, Australia’s best athletes set for Adelaide, and our world-class festival season just days away – that’s some of what’s happening in our industry this week.

Accommodation providers are gearing up for a boost in bookings, with the travel period for round seven of our Great State Voucher program opening tomorrow.  

Nearly 162,000 people from across the country entered the ballot for an accommodation voucher, and the lucky 100,000 can start enjoying SA stays as early as tomorrow.

With a record number of vouchers, in the market in time for the festival season, it is set to boost tourism in the CBD and provide flow-on benefits to events like the Fringe and Adelaide Festival, and to cafes, restaurants, pubs and bars across the state.

The latest and last round of our Tourism Industry Development Fund was announced over the weekend, with 14 projects backed across the state.

Since September 2020, the Fund has made $82.7 million worth of tourism projects a reality, creating more than 600 ongoing tourism jobs and 1,180 jobs in construction. The 114 projects are expected to generate over $74 million for our visitor economy each year, as they attract more tourists who will stay longer and spend more.

Australia’s best athletes are heading to Adelaide, with Athletics Australia confirming our city will host two national athletics events – the 2022 Australian All Schools Championships and the 2024 Australian Track and Field Championships.

As the biggest national athletics events and one of them doubling as the nomination trials for the Olympic and Paralympic Games, it is set to draw fans and spectators from across Australia and is a win for our state.

Just days out from the opening of the Fringe, it is an exciting time for punters and businesses. It’s been great to hear that ticket sales are up on last year, with hundreds of Fringe shows already sold out and more performances added to meet demand.

We know from last year when round two of our Great State Vouchers ran through the festival period – nearly 30 per cent of CBD voucher users also attended the Fringe.

A centrepiece of this year’s Fringe, Sky Song, will now take place at Leconfield and Richard Hamilton Wines in McLaren Vale. With hundreds of drones to fly over the Fleurieu’s countryside, it will be a stunning sight and bring benefits to the region.

Read on for details.

Rodney Harrex
Chief Executive

 

It's a wrap! Tourism grants make 114 projects a reality

Off-grid accommodation, tiny homes, a boutique gin distillery and a luxury coach tour are some of the latest tourism projects supported by our Tourism Industry Development Fund.

The $20 million Fund has now been fully allocated, awarding grants to 114 projects across the state.

The 114 projects are expected to inject an additional $74.5 million to the state’s visitor economy each year, and create 608 ongoing tourism jobs.

The latest round includes a $500,000 grant for Wander on Kangaroo Island's $1.7 million development. It will bring five new luxury eco-aware WanderPods to the region. 

 

Great State Vouchers into the market

A record-high number of Great State Accommodation Vouchers have entered the market today, ahead of the travel period for round seven opening tomorrow.

With 100,000 vouchers for accommodation across the state, launching ahead of the festival season and including Easter and the April school holidays, it is an important tourism stimulus to drive the recovery of our visitor economy.

Expressions of Interest applications for the upcoming Great State Experiences Voucher round are being assessed. 

Round eight for hosted tours and experiences will launch in early March 2022.

 

Young locals encouraged to date the state

Coinciding with Valentine’s Day, a new marketing campaign ‘have a date with your state’ is encouraging young locals to ‘catch feelings, not flights’ and see South Australia.

Nearly 300,000 South Australians aged 18-34 intend to travel in SA in the next 12 months – a market which has seen the strongest uplift and now ranks as our state’s second largest intrastate audience.

Key to capturing this market is personalised marketing and the campaign aims to do just that, with a Messenger live ChatBot which connects young locals to tourism products and experiences, and partnerships with Nova 919 and Spotify.

 

Nation's best athletes set for Adelaide

The nation's best athletes will hit the track in SA, with Athletics Australia locking in Adelaide as the host of two national athletics events.

Adelaide will host the 2022 Australian All Schools Championships and the 2024 Australian Track & Field Championships.

With the 2024 Australian Track & Field Championships doubling as the nomination trials for the Olympic and Paralympic Games, it is set to draw fans and spectators from across the country. 

Supported by our Events South Australia team, the two national events will see world-class athletes in Adelaide's world-class venue.  

 

Fringe centrepiece to take to McLaren Vale skies

The centrepiece of this year’s Adelaide Fringe, Sky Song, will take place at Leconfield and Richard Hamilton Wines in the Fleurieu Peninsula’s McLaren Vale from 11-20 March.

Just 35 minutes from Adelaide’s CBD, Leconfield and Richard Hamilton Wines is an iconic destination in the renowned McLaren Vale wine region, surrounded by sweeping vineyards and views looking out to the Willunga Hills.

Hundreds of drones will fly high over the hills in dark skies, attracting festivalgoers and providing benefits to the region.

 

See the Industry Update – 15 February 2022.

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