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The promoters of tourism in South Australia have rece·ntly come across a new map which obliging ly marks in pink those areas enjoying ?he Famed Mediterranean climate - and Adelaide is one of ~-hem.

There is a temptation to buy thousands of the maps and distribute them with the State's compUments but the promoters - the Government incl.uded - are re­sisting.

After all, tt i.:; not new that parts of the State are climatically comparable to the Mediterranean.

But the unsolicited testimonial is some­thing of a. windfall.

And this is an advance in a State most af whose 380,000 square mi.ies are notor­ious for aridity.

Tourism is considered sufficiently im­portant in SA for the Government to include the subject within the portfolio of Deve.opment of the Premier, Mr Dun­stan.

CUMA TIC BAStS

The basis from which the Government projects its tourist planning is the climate.

That is, the St:lte enjoys the kind ol weather found i.n ;:;outhern California and the Mediterranean.

To centraliw the different types of de­velopment needed for varymg conditions, the State is divided into four or five regions.

Obviously there will b" different pro­motional requirements fo:: the Flinders Ranges compared with a s~enic seaport.

ThN·efo~e, to the Government, there is the Flinders Ranges region, the mid-north, the Ba."o:;sa Valley, Adelaide and its hills, and the wuth.

Adelaide is likelY to remaln for some year~< the principal centre for the city touri:;t and his requirements.

FORTE IS CUtl. TURE

There are a few legitimate and a few more pseudo night clubs, but the city's forte is its culture.

For a city of fewer than one million people, Adelaide present.s an impressive variety of culture forms.

But even though commerce is awaken­ing to the value of the tourist dollar, there is still a need to call a taxi to find the more exclusive restaurants.

In the country, the appreciation of the tourist is more noticeable, and it is here that the Govornment is encouraging private enterprise rather than investing public interest.

If someone were to produce a brilliant idea for capturing tourists it might be public.y oromoted with a government sub­s:dy.

In the m3antime the Government is · dv ising and encouraging, particularly on catering and accommodation.

LIQUC:l !..AW CHANGE

At a mm:e positive level, the Govern­ment will be changing liquor laws for the benefit of tourists.

In Australia, it is possible the inter­national tourist might still be dismayed by our drinking restrictions.

Some two-thirds of the S tate's tourists do the:r sightseeing by private car and cannot miss Adelaide's hills, which form a semi-circle around the city.

Apart from the n ear-Adelaide Barossa Valley, known to every Australian, prob­ably the second-best publicised district is the south-east.

This means south-east of Adelaide and possibly because of underground watc..r supplies, it is considered a major tourist attraction.

There is also one of the world's largest softwood forests covex:ing about 200,000 acres, roughly in a triangle that touches 'Penola., Millicent, Mount Gambier and the border with. Victoria.

WALKABOUT COACH SERVICES

EPOR'T ·ON THE EXPRESS COACH TOURS

DARWIN to PERTH VIA WEST COAST

DEPARTS DARWIN 9.30 AM TUES., SEPT 14

FARE $60

BOOK NOW

FERGtiSONS TRAVEL AGENCY C!iY l'rlOi'.!E 6946, NIGHTCLIFf 51 S59

'

in conjunction with Territory Tours Darwin offer the following all-inclusive Package Air Holidays. Regular Departures 1971.

Ex Sydney ... 7 days from $276.50

Ex Sydney 14 days from $344.50

Ex Darwin 22 days from $695.00

1972 detai:s are available for Coach Tours of NZ.

Alw Guthreys Self-Drive Holidays.

For a Free Brochure see your Travel Agent nov;, for Christmas bco!:ings, or 'phone Territory Tours,

G667 for information.

r. re~ort whkh takes .... c 'ose bok at the Aus­hc.~ia, n d!lmestic have! miirket has just been c~mp~eted.

The report was com­rr.:sslone::: by the Austra­lian Nat:.onal Travel As­wcia::on and conducted by f,u;;tralian Sales Re­ser:: e-n B~reau ? ty. Ltd.

7 ?le Ea.dy, co-O!'dinated nd fjnanced by Lhe as­

so:.ia:..ion from the Aus-1.rali<u Tourist Commis­L.JOn and sections of the ua- el i::1dus:try, tried to ~ ... nt::

® \ "~1o is the Austra­]hm ~raveller?

\ "11ere dces he tJa-;ei?

@ Hov: does he travel? &) Why dOes he travel?

What are his travel r(:;quirements and budget?

HOW MUCH? T~'le report was super­

vised by a s:cering com­mittee of representatives from the association, the commission, Qantas, the New Sou~h Wales De­pa11tmen~ of Tourism, the Ford MO<;or Company and Au~ralian Sales Research Bureau P~y Ltd.

Australian Sales Re­search Bureau has re-

ported that after 20!.JO q_u~tionnaires had been administered, it was :fmmd thore had been little difficulty by travel ­lers in recalling trip~

they had made. There were difficulties

however, in recalling details of expenditure.

The questiom.aire and samples were designed to measure the number of travellers, the character­istics of their travel, mode of travel and car­rier used, accommodation details, type of tour, money spent, geographic area visited and other details.

One imponant aim was to define and com­pare the characteristics of travellel'S and non­travellers.

The survey will be placed on a continuing 1:1a.sis if the Com­monwealth Government (through the ATC). State Tourism departments and ANTA agree to palti­cipate in funding it.

2500 INTERVIEWS The field work, carried

out by the Buyers' Opin­ion Service Division of ASRB involved detailea personal interviews in

Keep the .•

2500 house~1olds equivalent to 10,000 travellers.

This "sample" was drawn from all capital cities (including the ACT) and from non­metropolitan urban popu­lations in southern Queensland, NSW, Vic tor­ia and Tasmania.

Overseas travellers were questioned about their travel in the past 12 months and their antici­pated travel for the next 12 months.

Intersta,tc travellers were que tioned on travel in the past six months.

Interstate business travellers were queried in detail on travel in the past three months.

For travellers within a state, questions were limited to travel in the past month where that travel has included at least one night away from home.

Some of the immedi­ate implications for the industry from such de­tailed )analysis arc tob­vious.

It will become possible to accurately segment the market in a number o.f ways.

ry

Clean

WEEKEND MAGAZINE

IN THE EST T'S

Tl E Spring is the time to

visit We·stern Australia. A lavish display of al­most 7000 species of Australian wild-flowen covers the countryside between August and October.

Blue is the most fre­quent color, followed by scarlet and yellow.

lu tne unusual land­scapes of the west and north, the fiowers make a truly vivid and unusual picture.

Besides flowers, the west and north abound with many other excellent tourist a,ttractions - c:.U­aris, wild-life, and the anonymity of great un­touched spaces.

Near Perth Is a 6000-acre bushland reserve with two caves, an excel­lent swimming-pool, hotel .

·ER

and two guest-houses, ar­Lificial lakes, and colon­ies of koalas.

Albany, on the south coast, is one of the State·s most picturesque and old­est towns.

Magnificent coastal scE.nery, landmarks ot historical interest, fish­ing, wild-flowers and the Porongorup range are the district's featl).res.

Gerald ~on, 312 miles from Perth by road is the centre of an ex~el­lent crayfish industry. It has an excellent year­

round climate, ideal for out-door living.

Only a few miles from Perth is Rottnest Island. It consists mainly of sand and smooth white sandy beaches.

More than 130 yarieties of bird life have been recorded at Rottnest.

Ferguson's Travel

Agency

Pacesetter fares available until 31st October. Regular flights from Darwin v1a Singapore, Hong Kong. Air fares

Darwin-London from $388

Prefer sea? Route with a difference, Angelina Lauro ex Sydney 15th Nov., via South America. Fares from $452.

When you arrive, tour U.K. and Europe with Southdown, Global, Fourways, Trafalgar. We are agents for all Coach Operators.

Se.e the countryside cheaply by using Thri ft· rail and Coach Master tickets.

London is - Big Ben, Carnaby Street, rush hours on the Tube, Fish and Chips, Hyde Park at iwilight.

However you want to go or whatever you want to do, our staff is geared to answer your questions at-

CENTRAl ARCADE, S !liTH STREET

PROGRESS DRIVE, NIGHTCUFF