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South Australian Tourism PlanRodney HarrexChief Executive, SATC

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Performance by visitor origin

Interstate; 24%

Intrastate; 25%

Day Trips; 23%

Long distance transport costs;

14%

International; 14%

+6.6%

+0.0%

n/a

+13.1%

-2.0%

Source: Tourism Research Australia, International Visitor Survey / National Visitor Survey, Year to December 2013

4Source: Tourism Research Australia, International Visitor Survey / National Visitor Survey, Year to December 2013

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SA Potential = $8b

2020 ‘Hold Share' = $6.7b

SA Tourism Expenditure to 2020 potentialAll origins & purpose ($billions) - 12MMT

Derived by BDA from SATCMO

Competitive Gap = $1.3b

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Tourism Expenditure in

SA

$5.0b(across 18,000 SA

businesses)

Industry and SATC

SATC

South Australian Tourism Plan 2015-2020

Potential of 10,000 new jobs

$6.7–8b

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South Australian Tourism Plan 2020 Consultation: Almost 300 participants and a further 100 via survey

• Across Regional South Australia

• Adelaide forum of 60• 8 Industry

Associations• 10 State and Federal

Government Agencies

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South Australian Tourism Plan 2020 development

What you told us:

Priority Action Areas:• Driving demand • Working better together • Supporting what we have (infrastructure,

operators, events, air access etc. • Increasing recognition of the value of tourism to

the South Australian economy• Using events to drive visitation

Supportive Environment• Investment in public infrastructure• The cost of doing business

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Current SATC strategic areas of focus

Domestic/Intrastate:• Use Adelaide as a gateway to our regions• Digital content 28 short films, 1.1 million views• Continue to build image bank that is current and tells

the South Australian story• Creative that represents how we are changing as a

destination and product offerings• southaustralia.com• Partnership• Leverage cultural and sporting assets

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Current SATC strategic areas of focus

Events/Leisure:• Tasting Australia (annual 2016)• Santos Tour Down Under• Support regional events• Target events with broad state opportunity, recent wins

Pacific School Games and World Club Crew Championships - Dragon Boating

Events/Business:• Work with Adelaide Convention Bureau and Adelaide

Convention Centre• Bid fund to work and target key business events• Leverage to get delegates to explore South Australia

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Current SATC strategic areas of focusInternational:• Maintain international investment• Consumer focussed and driven

• Detail market by market• Consumer research undertaken with Tourism

Australia• Maximise existing airline capacity, partnering with airlines• Focussed and targeted • Build strengths of traditional markets and be more

targeted in Eastern market opportunities• South Australian and Adelaide messaging• Leverage Tourism Australia/State Tourism Organisation

relationships and investment• Restaurant Australia

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New Zealand - Jetstar

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South Australian Tourism Commission

• Focussed on the consumer and connect with what we have as a destination

• Focus on the areas that drive business profitability • Partnership to drive results and investment• We will listen and respond• We will work to a plan that is results orientated and

accountable

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Q&A

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