Who and what should be listed on the Australian Tourism Data Warehouse?
When considering how best to showcase regions, destinations and businesses, it's important to understand the intersection between the marketing strategy, branding and promotion, and how this aligns to overall regional and state goals.
This will help ensure that the content being put forward via ATDW can easily be picked up by promotional websites, giving businesses the best opportunity for the greatest impact.
The easiest way to manage and think about this, is to keep in mind the purpose of the Australian Tourism Data Warehouse, which is to promote drawcard tourism products and destinations from across regions, helping regional and state websites to help promote these locations to visitors from not only across South Australia, but interstate and internationally also.
For example, SATC wouldn't look to promote individual retail stores, as tourism is not the core purpose or business of a retail store, nor are they offering an experience that's different and unique from other offerings from other states and territories. However, there are iconic shopping strips, which as a collective and in conjunction with their own marketing efforts, do help to drive visitation into areas, such as Rundle Mall or Jetty Road Glenelg.
Similar to this, it's understanding how key non-commercial tourism attractions can feed into the overarching unique selling points of an area. For example, Glenelg is a popular tourist attraction and a hub for beach goers to relax with family and friends, whilst also grabbing a bite to eat and enjoying a spot of shopping. Glenelg leans into being a family friendly location, and has established drawcard features to help entice the family market into this space, such as the Glenelg Foreshore Playspace and Coastal Reserve. Carefully thought out and considered content, such as the above, helps promotional bodies such as southaustralia.com holistically promote places, such as Glenelg.
If you're not already familiar with the South Australian Visitor Economy Sector Plan 2030 which was launched in 2019, we recommend viewing this to understand how SATC is working to grow the visitor economy to $12.8 billion by 2030.
Aligned to this and after extensive workings and consultations with regions and local councils, the South Australian Regional Visitor Strategy 2025 was updated and released in March 2021, and identifies key areas of focus for regions. It also provides businesses with great insight on how to align their business growth with and leverage the unique selling points of the region within their own products.