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According to Emma Terry, CEO of South Australian Tourism Commission, visitor expenditure in South Australia hit a record $10.2 billion, driven by innovative marketing and nature tourism initiatives.
According to Emma Terry, Chief Executive Officer of the South Australian Tourism Commission, the tourism industry in South Australia has reached a remarkable milestone. The latest figures from Tourism Research Australia reveal that visitor expenditure in the state has exceeded $10.2 billion for the year ending September 2023, marking the first time it has crossed the 10-billion-dollar mark. International expenditure has notably surpassed pre-pandemic levels, achieving a record $1.22 billion.
This significant achievement reflects the ongoing efforts to enhance international access to the state and position South Australia prominently in global markets. Terry emphasizes the importance of maintaining momentum within competitive market conditions. To this end, demand drivers such as effective marketing campaigns, major events, and the growth of key sectors like cruise tourism are pivotal.
The Santos Tour Down Under is highlighted as a major event that has successfully showcased South Australia’s landscapes worldwide, while simultaneously benefiting local businesses with increased visitation.
Further bolstering the sector, Terry announced the second round of the Experience Nature Tourism Fund, which will support 15 new projects across South Australia with grants exceeding $464,000, unlocking over $764,000 in combined project value. These projects, which include diverse experiences like walking tours and Aboriginal cultural tours, aim to attract more visitors and showcase the state’s natural landscapes.
With this funding, the total allocated through the Experience Nature Tourism Fund has reached nearly $1 million, generating a combined project value of almost $1.6 million. This significant investment reflects the commitment to enhancing natural tourism assets and experiences in South Australia.
Additionally, the Mid Murray River Tourism Business Support Program has provided substantial aid in the recovery of the Murray River regions. Terry notes that 14 operators have received a combined $315,000 in grants, supporting critical recovery projects and enhancing the overall value of tourism products in these regions.
Innovative marketing strategies are also contributing to the sector’s growth. Terry points out the success of the unique bakery bag initiative, which promotes iconic South Australian road trips. Distributed to more than 50 bakeries statewide, this campaign is designed to encourage road trip adventures, leveraging the school holiday period and the influx of visitors during the Santos Tour Down Under.
Under Terry’s leadership, these strategic initiatives and collective efforts underscore the robust growth and recovery of South Australia’s tourism sector, positioning it for a prosperous future.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
