Your latest SA Tourism news

April has been off to a winning start for our tourism industry! Direct flights with United Airlines and Indonesia AirAsia will boost our accessibility with major international markets, our new Destination Brand was launched, and interstate visitors flocked to SA for AFL Gather Round.

Our new destination brand campaign is now live in market. The brand is a result of extensive research that aligns the South Australian experience with what visitors are looking for. The campaign utilises South Australian creatives to provide a distinct aesthetic to the work, and the approach provides endless opportunities to tell South Australian stories in new and distinct ways to engage with our audiences and cut through a cluttered market. 

It has also been designed so that our tourism industry can utilise the campaign. I encourage you to look through our industry resources to leverage the Simple Pleasures campaign, which includes a campaign overview and guide. 

If you missed the first webinar last week, you can join the upcoming Industry Webinar at 9:30am this Thursday, 17 April. Register here by 3pm Wednesday, 16 April.

AFL Gather Round returned bigger and better, with reports it was the biggest week in Adelaide Airport’s history, while Adelaide accommodation was at peak occupancy. The latest STR data heading into the event showed Friday night recorded the highest Adelaide hotel occupancy in history, with 10,737 hotel rooms booked as of 7 April – that’s a 95 per cent occupancy rate. From Thursday to Saturday, average occupancy was sitting at 94 per cent each night.

Barossa hosted matches for the first time with great success, as thousands discovered why this is a world-renowned wine region. The sunny weekend saw our ideal landscapes broadcasted to millions across the country, helping inspire future travel. 

Our renowned produce took centre stage on Sunday, with the return of Norwood Food & Wine Festival which welcomed bumper crowds.

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read full Industry Update - 15 April 2025