VISITOR ECONOMY ACTION PLAN 2018 – 2020 ACKNOWLEDGEMENT TO COUNTRY

City of tampinthi, ngadlu yartangka panpapanpalyarninthi (inparrinthi). Kaurna miyurna yaitya mathanya Wama Tarntanyaku.

Parnaku yailtya, parnaku tapa purruna, parnaku yarta ngadlu tampinthi. Yalaka Kaurna miyurna itu yailtya, tapa purruna, yarta kuma puru martinthi, puru warri-apinthi, puru tangka martulayinthi.

City of Adelaide acknowledges the traditional country of the Kaurna people of the Adelaide Plains and pays respect to Elders past and present. We recognise and respect their cultural heritage, beliefs and relationship with the land.

We acknowledge that they are of continuing importance to the Kaurna people living today.

City of Adelaide Visitor Economy Action Plan 2018- 2020 Developed with support of

PO Box 705 Hove SA 5048 2 VISITOR ECONOMY A C T I O N P L A N M/0466 090600 E/[email protected] 3 T/087324 5223 www.cvconsult.com.au WELCOME TO ADELAIDE

Adelaide’s reputation as a premium In recent years, a number of major The plan works in parallel with the tourist destination is rising. public and private development South Australian Tourism Plan 2020 projects have reshaped the City skyline, and Council’s Strategic Plan The City of Adelaide is ’s including Adelaide Oval, the new Royal 2016-2020, setting out a shared most visited destination and is a Adelaide Hospital, Adelaide Convention vision and roadmap with a focus on gateway to our world-renowned Centre and the SAHMRI, as well as collaboration. regional areas and the Australian the Victoria Square and Rundle Mall outback. When it comes to tourism, first redevelopments. impressions matter and it is essential Adelaide is not only a liveable city, it This unprecedented level of that the City is presented in the best is becoming a tourist destination in development has sparked an increase possible light and provides world-class its own right, with a reputation as a in accommodation investment, with a infrastructure and services. leading creative city, and possessing number of leading international chains beautiful Park Lands and a great Council is committed to working with constructing new hotels in the City and climate, there are attractions to suit the State Government, the tourism with more having announced plans to everyone’s tastes. industry, and the regions to ensure build in the near future to capitalise on that activities are aligned to provide a Adelaide has a thriving and broad our city’s growing reputation. supreme visitor experience from arrival diversity of festivals, cultural and In 2014 the internationally-renowned through to departure. sporting events spanning the calendar travel company Lonely Planet endorsed year, and a creative arts and live music I look forward to working with you Adelaide, ranking it in the top 10 cities scene. Notable events include the to build and strengthen Adelaide’s in the world to visit. Subsequently in Adelaide Fringe, Adelaide Festival, reputation as a premier tourist 2017, Lonely Planet’s Best of Travel Feast Festival, Tasting Australia, destination. ranked South Australia in top 5 regions WOMADelaide, Adelaide 500, Santos in the world to visit. Tour Down Under, Oz Asia Festival, Adelaide Cabaret Festival, SALA Festival To harness this growing momentum and there are many more. and to attract more people to Adelaide, Council has developed the Our food and wine offering, abundant City of Adelaide Visitor Economy local produce and emerging laneway Action Plan 2018-2020, in collaboration and small bar culture have encouraged with industry bodies and tourism MARTIN HAESE city vibrancy and provide a reason providers. Lord Mayor of Adelaide for visitors to come and experience Adelaide.

4 VISITOR ECONOMY A C T I O N P L A N 5 INTRODUCTION

The City of Adelaide Visitor Economy Building on the above strategies the The Visitor Economy Action Plan 2018- Action Plan 2018-2020 sets out an Visitor Economy Action Plan 2018-2020 2020 has 29 actions for delivery defined overarching plan for City of Adelaide to has been informed by desktop research, under three key pillars: work with key partners to support the data analysis about our City and the 1. Promote the Adelaide experience local tourism industry over the next surrounding Adelaide tourism region two years. and the broader tourism landscape, 2. Develop and enhance Adelaide’s extensive industry and government offering The tourism industry is an integral part engagement, as well as an internal of the national, state and city economy. review and Discussion Paper prepared 3. Industry and stakeholder engagement In the year ending March 2018 visitor by Clear Vision Consulting. expenditure in the Adelaide region The Visitor Economy Action Plan 2018- was $3.6 billion and 20,000 people More specifically, it recognises that the 2020 will assist in the improvement of were directly employed in the City of Adelaide acts as a gateway to existing services, and the planning tourism industry. our surrounding suburbs and regional and implementation of new projects areas. As a Capital City, Council has a and initiatives. The Visitor Economy Action Plan dual role positioning and promoting the 2018-2020 aligns with Federal and State Delivery of the plan will contribute City as a central hub for tourists whilst Government tourism strategies and towards the state and council growth working with those surrounding suburbs action plans for 2020. It also supports targets and will enhance the experience and regions. the City of Adelaide 2016-2020 Strategic of visitors to the city. Plan which has a vision of Adelaide of becoming ‘a welcoming and dynamic city full of rich and diverse experiences’.

6 VISITOR ECONOMY A C T I O N P L A N 7

Credit: Andrè Castellucci, Opening Night Directory Castellucci, Andrè Credit: THE VALUE OF TOURISM VISITATION

The tourism industry is an integral part of the national economy and has the potential to be one of Australia’s fastest growing International Visitors industries. With visitor nights forecast to grow at an average of 2.2 per cent in the next 8 years (Tourism Forecasts, Tourism Research Australia), Australia is primed to harness the opportunities of the tourism sector. The industry provides a valuable For the year ending March 2018 there has been 4 per cent growth in visitor nights to 11 million and 9 per cent growth in contribution to Australia’s economy through its contribution to both employment and national income. international visits to the state, reaching a record high of 475,000. The 4 per cent growth rate in visitor nights was above the national rate of 3 per cent.

EMPLOYMENT EXPENDITURE Australia South Australia SPEND Year Ending Year Ending Change (%) Year Ending Year Ending Change (%) Market Share JOBS 15% Mar-17 Mar-18 Mar-17 Mar-18 in SA since 2012-2013 in SA Visits (000's) 7,724 8,306 8.0% 436 475 9% 5.7% $6.7billion Nights (000's) 261,814 269,166 3.0% 10,608 11,064 4% 4.1% Expenditure ($m) 27,225 29,053 7.0% 1,068 1,171 10% 4.0%

36,000 direct Source: International Visitor Survey, Year Ending March 2018 20,000 indirect

Tourism is also a significant direct and indirect employer In 2016-17 total visitor expenditure in Australia was $122.9 in the national economy representing 5 per cent of total billion (TRA), while the last estimation of total visitor employment. In South Australia the total number of persons expenditure in South Australia was $6.7 billion, in the year employed directly in tourism was 36,000 in 2016-17; while ending March 2018 (SATC). International Visitor Expenditure there were 20,000 persons indirectly employed by the accounted for 18 per cent of total expenditure in SA, Domestic tourism industry in SA in 2016-17. With the decline of both the Overnight Expenditure was worth 60 per cent of the total, resources and manufacturing industries, Australia and South while domestic day trips made up the remaining 22 per cent. Australia are poised to leverage the opportunities of the tourism industry JOBS SPEND in ADELAIDE in ADELAIDE $3.6billion

20,000 direct

12,000 Tourism businesses in Adelaide Credit: South Australian Tourism Commission Tourism South Australian Credit: (year ending June 2016)

8 VISITOR ECONOMY A C T I O N P L A N 9 International Visitors Domestic Visitors

Origin of Visitors to South Australia Visits to South Australian Regions

Good growth in visitation to South Australia has been registered from key international markets like United Kingdom and Adelaide also captures just over 39 per cent of the domestic overnight visitor consumption for the state with 2.7 million Asia. A record number of visitors have been recorded from China and visitors from this country are also the biggest spenders, overnight trips, 8.5 million nights and 4.7 million domestic day-trips. contributing $415 million to the economy overall and an average of $6,109 per visitor. (Year Ending March 2018 – All Purpose Visitors) Annual Average March 2016 to March 2018

Rank Key source market Change from Sep-16 Expenditure ($m) Avg. spend per Avg. spend per night Region Overnight Share of Visits^ Nights^ Share of Nights Day Trips^ Share of Visits Visitors Year Ending visitor Trips^ Sep-17 Adelaide 2,670 39.1% 8,530 39.1% 4,725 35.5% 1 UK 73,000 Italy 31% China $415 China $7,249 Singapore $183 181 2.6% 526 2.4% 1,228 9.2% 2 USA 64,000 France 30% UK $93 Malaysia $3,963 Scandinavia $179 Barossa 204 3.0% 476 2.2% 817 6.1% 3 China 57,000 Netherlands 27% USA $87 Hong Kong $3,915 Switzerland $151 Clare Valley 177 2.6% 388 1.8% 313 2.3% 4 NZ 43,000 Hong Kong 24% NZ $54 Singapore $3,284 China $150 400 5.9% 1,543 7.1% 398 3.0%

5 Germany 30,000 USA 24% Hong Kong $51 Other Asia $2,646 Indonesia $143 692 10.1% 2,014 9.2% 2,587 19.4%

Flinders Ranges & Source: International Visitors in Australia – March 2018, Tourism Research Australia, Canberra 653 9.6% 2,780 12.7% 660 5.0% Outback Kangaroo Island 114 1.7% 450 2.1% 41 0.3% Visits to South Australian Regions Limestone Coast 529 7.7% 1,614 7.4% 700 5.3% In regards to Adelaide, there were 397,000 international visitors to the Adelaide region for the year ending March 2018, 307 4.5% 775 3.5% 801 6.0% accounting for 64 per cent of the state’s visitation and almost 8.6 million international visitor nights (visitor nights include inter- national students and visiting, friends and relatives). 389 5.7% 1,084 5.0% 424 3.2%

Yorke Peninsula 517 7.6% 1,656 7.6% 627 4.7% Annual Average March 2016 to March 2018

Region Visits Share of Visits^ Nights Share of Nights Total SA 6,833 100% 21,836 100% 13,321 100%

Adelaide 397 64% 8,546 81.6% Regional SA* 3,768 13,306 8,595 Adelaide Hills 8 1.3% 123 1.2% Barossa 12 1.9% 137 1.3% Source: Travel by Australians – March 2018, Tourism Research Australia, Canberra Clare Valley 4 0.6% 34 0.3% Eyre Peninsula 19 3.1% 159 1.5% Purpose of Visit to South Australia Fleurieu Peninsula 23 3.7% 252 2.4% Flinders Ranges & Outback 41 6.6% 276 2.6% The main purpose for visiting South Australia continues to be ‘Holiday’, but there has been a significant increase in the ‘VFR’ category in the year ending March 2018. Kangaroo Island 45 7.3% 139 1.3% Limestone Coast 46 7.4% 284 2.7% Murraylands 11 1.8% 178 1.7% Overnight Trips (000’s) Nights (000’s) Domestic Overnight Expenditure

Riverland 8 1.3% 233 2.2% Main Purpose Year Year Change Com- Year Year Change Com- Year Year Change Com- Yorke Peninsula 6 1.0% 114 1.1% Ending Ending (%) posi- Ending Ending (%) posi- Ending Ending (%) posi- Mar-17 Mar-18 tion Mar-17 Mar-18 tion Mar-17 Mar-18 tion Total 620 100% 10,475 100% Regional SA* 156 1,928 Holiday 2,547 2,603 +2% 40% 9,712 10,077 +4% 43% 1,532 1,573 +3% 51%

Source: International Visitors in Australia – March 2018, Tourism Research Australia, Canberra Visiting Friends or 1,917 2,089 +9% 32% 6,388 7,630 +19% 32% 635 672 +6% 22% Relatives * Regional SA is the total of all locations visited other than Adelaide, multiple locations are possible per overnight trip resulting in a higher total when location is summed. Business 1,208 1,277 +6% 20% 3,958 4,082 +3% 17% 670 622 -7% 20% ^ Regional data subject to sampling variability and should be used with caution. Other 549 524 -5% 8% 1,628 1,755 +8% 7% 221 200 -9% 7%

10 VISITOR ECONOMY A C T I O N P L A N Source: National Visitor Survey, September 2017, Tourism Research Australia, Canberra 11 LARGEST INTERNATIONAL MARKETS Asia (origin by Country) 33% Europe UK 15% 38% CHINA 12% USA 13% NZ 9%

PURPOSE OF VISIT INTERNATIONAL 15%

LEISURE Adelaide #1 (Holiday + VFR*) Top destination for International visitors in SA followed by Limestone Coast 81%

VISITORS to Adelaide Adelaide most associated with Interstate QUALITY FOOD 62% & WINE

DOMESTIC 85% (especially among high Within SA income earners) 38% PURPOSE OF VISIT

LARGEST DOMESTIC MARKET (origin)

Rest of SA NSW VIC LEISURE (Holiday + VFR*)

35% 24% 18% 62% 12 VISITOR ECONOMY A C T I O N P L A N 13 Credit: South Australian Tourism Commission Tourism South Australian Credit: Source: Domestic Visitor Survey International Visitor Survey - Tourism Research Australia, Canberra. * VFR: Visiting Friends or Relatives STRATEGIC CONTEXT

The Visitor Economy Action Plan 2018- There is also alignment with the South The Visitor Economy Action Plan 2020 aligns with Federal and State Australian Tourism Industry Council 2018-2020 has been informed by Government tourism strategies and Strategic Plan 2015-2018 and its four research and data about our City, the action plans for 2020. ‘Tourism 2020’ focus areas – advocacy, collaboration surrounding Adelaide tourism region, integrates the National Long-Term and partnerships, business development the local tourism landscape as well as Tourism Strategy with the growth and support, and commercial and extensive stakeholder engagement with aspirations of the 2020 Tourism organisational effectiveness. local and state government, tourism Industry Potential. Endorsed by all businesses, attractions and industry In developing this Action Plan, there is state and territory tourism ministers, it associations. This has included: clear alignment of strategy and targets brings the existing work, research and from federal and state level through to • Facilitated workshops with City of collaboration between industry and Council. The growth of tourism will only Adelaide staff governments into a single plan, one be realised through the coordinated that links tourism supply with demand. • Facilitated workshops with Adelaide and focused efforts of all levels of Visitor Information Centre staff, At a state level, the South Australian government and stakeholders. volunteers and stakeholders Tourism Plan 2020, launched in June The Visitor Economy Action Plan 2018- 2014, sets out key priorities and goals • On-site visits to the Adelaide Visitor 2020 also aligns with a number of other for the State’s tourism sector. It is Information Centre City of Adelaide plans and strategies complemented by the ‘South Australian such as the ‘Experience Adelaide’ City Nature-based Tourism Strategy’, • Consultation with key metropolitan Retail Strategy 2015-20, Adelaide Carbon the ‘India Strategy - 2020’ and the Councils and through the Local Neutral Strategy 2015-20 and the Smart ‘Activating China - 2020’ Strategy which Government Tourism Network City agenda and will be supported by outlines the specific tourism response supported by the South Australian the outcomes achieved in delivering required from South Australia to boost Tourism Industry Council those plans. It is also being guided by the economic contribution from these City of Adelaide’s Cultural Strategy, • Consultation with interstate Visitor emerging markets. which seeks to embrace diverse ways of Information Centres expressing who we are as a City. • Two roundtable workshops with government and industry stakeholders

• A joint stakeholder forum to finalise themes and actions, and

• Desktop research of tourism trends and international best-practice

14 VISITOR ECONOMY A C T I O N P L A N 15 The engagement process has helped Strategic Plan 2016 - 2020 Alignment A ‘Creative’ theme encourages the City to identify the existing strengths, to be showcased as a cultural capital, Four key themes were identified in opportunities and barriers for tourism. facilitating a variety of festivals and developing Council’s Strategic Plan and Feedback from the consultation events, supporting our Aboriginal are considered critical to the realisation emphasised opportunities to: culture and promoting accreditations of Council’s vision. SMART, GREEN, such as the UNESCO City of Music. • Leverage existing market access LIVEABLE and CREATIVE were used as a lens when developing the actions within • Better promote what is already the Action Plan and will continue to be on offer applied through the implementation of • Better utilise existing relationships actions over the next two years. locally and into key markets The ‘Smart’ theme presents • Maintain links to regional experiences opportunities to leverage Council’s Sister City relationships and international • Cross-promote and make products students, support entrepreneurial easier to sell by innovative packaging tourism businesses and optimise high-capacity broadband services in • Utilise smart technologies to promote the promotion and provision of tourism what is on and what there is to see products and services. and do The ‘Green’ theme will guide tourism • Enhance the Adelaide Visitor activities utilising the Adelaide Park Information Centre and existing Lands, showcasing the City’s frontline Visitor Services eco-tourism and promoting Council’s • Improve the arrival experience at carbon neutral agenda. entrance and exit points into the The ‘Liveable’ theme focuses on actions City and Adelaide that will meet the needs of local and • Improve transport services and potential residents, actions that will connections increase the accessibility of the City and ensure the provision of quality • Improve local knowledge and infrastructure. These will simultaneously awareness of Adelaide’s tourism offer benefit all people within the City including visitors to Adelaide.

Credit: South Australian Tourism Commission Tourism South Australian Credit:

16 VISITOR ECONOMY A C T I O N P L A N 17 DEVELOPING THE ACTION PLAN

TOURISM 2020 SOUTH AUSTRALIAN TOURISM SOUTH AUSTRALIAN STAKEHOLDER RESEARCH & STRATEGY INDUSTRY COUNCIL TOURISM PLAN ENGAGEMENT DATA STRATEGIC PLAN

The Visitor Economy Action Plan 2018-20 experiences’. Visitors play a significant This is particularly evident in the Chinese is based on three key pillars, that list key role in realising Council’s vision and in market where a survey conducted actions for delivery: supporting the economic growth of by L.E.K on behalf of the Australia the City. China Business Council uncovers the 1. Promote the Adelaide experience relationships between Chinese visits to The City of Adelaide 2016-20 Strategic 2. Develop and enhance Adelaide’s Australia and other economic activity. Plan recognises that people are at the offering heart of our City and accordingly, has a As tourists, these visitors support 3. Industry and stakeholder engagement primary goal of ‘strengthening the City Council’s strategic focus of growth by SMART CITY OF economy by growing the number of promoting the City as a place of choice ADELAIDE In delivering the actions within the people living, working, playing, visiting for future residents, students, businesses GREEN 2016−2020 Visitor Economy Action Plan 2018- STRATEGIC and studying in the City every day’. and investors. LIVEABLE 2020, Council substantially contributes PLAN This growth agenda is underpinned by Visitors grow the City economy by CREATIVE towards the achievement of the State target of increasing visitor expenditure visitors with many residents, students increasing Adelaide’s vibrancy and in South Australia to $8 billion by 2020. and investors often starting their generating demand for a range of journey by first visiting Adelaide as goods and services. VISITOR ECONOMY It also contributes to Council’s vision ACTION PLAN 2018 -2020 for Adelaide of becoming ‘a welcoming either a leisure or business tourist. and dynamic city full of rich and diverse

CITY OF ADELAIDE VISITOR ECONOMY ACTION PLAN 2018-2020

Repeat visits

Tertiary education (self or children)

SATC State Targets / CoA Key City Targets / Key Action Plan Indicators Real-estate investment Visitors (first visit) Business investment

Vision Permanent migration

ADELAIDE IS A WELCOMING AND DYNAMIC CITY FULL OF RICH Non AND DIVERSE EXPERIENCES visitors Preference for Australian goods in China Primary Goal

STRENGTHEN THE CITY ECONOMY BY GROWING THE NUMBER OF PEOPLE LIVING, WORKING, PLAYING, VISITING AND STUDYING IN THE CITY EVERY DAY Source: L.E.K Consulting - Enter the Dragon: How the China tourism boom is transforming Australia – Australia China Business Council 2016

18 VISITOR ECONOMY ACTION PLAN 19 BRAND AND TARGET MARKETS

Diversity and sensory experiences define These experiences should also have the Snapshot of Key International the brand essence for attracting visitors following traits: Market Segments for Adelaide to South Australia. The target market for and South Australia • Authentic South Australia prescribed by the South South Australian Tourism Commission Australian Tourism Commission has been • Boutique conducted specialized research into two defined as ‘Experience Seekers’, and • Immersive key markets: China and India. the brand promise is to get experience • Vibrant seekers closer to their passions. 2 • Contemporary China The domestic market has been defined The SATC brand pillar experiences are Couples aged between 35 - 54 in the as 24 - 54 years, looking for a range of closely aligned with the four key areas of affluent middle class with a household unique experiences when choosing a interest, listed below, that international income greater than RMB120,000 holiday destination. The international visitors travel to experience as identified (approx. AUD$24,000) in core cities market has been defined as 24 - 65 by Tourism Australia. From collaborating who have prior experience of Australia, years, that have visited other Australian and aligning with Tourism Australia the travelling independently or in quality cities before and are now looking for an SATC is able to fully realise and leverage customised small group tours. alternative destination in Australia. off the efforts Tourism Australia put into The three core themes for the Chinese market. The SATC brand pillar experiences these market are: target markets are seeking are: • Coastal and aquatic experiences • Wine Wine and Food – to feel fulfilled • Consumer events • Nature • Food and wine • Food Immersive Natural Experiences • Nature – to feel relaxed and inspired India3 Brand South Australia has defined South Open Space and Relaxed Pace Mid-life travellers or Families aged Australia’s brand essence, or ‘DNA’, as – to feel free between 35 - 54 with a household the following values: income greater than 2.7m Rupee Unique Cultural Experiences (approx. AUD$50,000), in the affluent – to feel stimulated • Creative middle class particularly from Delhi or • Innovative Mumbai who have prior experience of • Industrious Australia, travelling as a couple or with Delivery of the Visitor Economy Action their family. Visiting friends and relatives Plan 2018-2020 will support and align the segment also presents a significant marketing efforts of the SATC and utilise opportunity. and leverage Brand South Australia, in The two core themes for the Indian particular the Adelaide brand. market are:

• Nature and Wildlife • Food and Wine

2 Source: Activating China 2020 20 VISITOR ECONOMY A C T I O N P L A N 3 Source: SATC India Strategy 2020 21 ROLES AND REMITS

The varying roles that key government, • Improving the understanding of the • Supporting the provision of business and industry stakeholders need tourism industry’s contribution to the visitor information through to play to deliver the Action Plan align South Australian economy Visitor Information Centres with the same roles set out in the South and other channels • Facilitating cooperative marketing Australian Tourism Plan 2020. • Adding to visitor experiences by • Supporting the industry’s ease Key areas that the South Australian providing and/or supporting events, of access to external business Tourism Commission is responsible for free public bicycles and City Connect, support programs, grants and include: free public Wi-Fi, etc other opportunities for industry • Providing leadership for industry development • Leveraging visitation to encourage and government for the collective residency, ‘start up’ businesses and • Working closely with regions, industry ownership and achievement of the property investment associations and partners to grow outcomes in the South Australian tourism across the whole State • Fostering local community capacity to Tourism Plan 2020 be ambassadors for visitors in • Promoting South Australia as a • Fostering collaboration among the area tourism destination and attracting industry, business and Government visitors to the State through securing, • Working with the tourism industry to • Driving demand for South Australian managing, developing and supporting help deliver the social and economic experiences leisure events and festivals outcomes to help create resilient and (through Events South Australia) thriving local communities > Direct to consumer marketing Key areas that City of Adelaide is • Considering the value of tourism > Public relations and famils responsible for include: to the local area in broader decision making > Digital marketing and facilitation • Providing leadership for industry • Supporting the timely sharing and and government for the collective provision of research and insights that ownership and achievement of the support good decision making by all outcomes in the Visitor Economy stakeholders in the industry Action Plan 2018-2020

• Working closely with aviation partners • Providing high quality amenity, and other key access and transport public realm and tourism related stakeholders to maintain and grow infrastructure such as Signage, free capacity and ease of access public bicycles and City Connector, free public Wi-Fi, etc

22 VISITOR ECONOMY A C T I O N P L A N 23 As a Capital City, the City of Adelaide Key areas that industry organisations order to better position and promote has a further role of positioning and are responsible for include: Adelaide as a tourism destination and promoting the City as a central hub inspire tourists to stay longer once they • Industry leadership around facilitating for tourists as well as working with are here. the priorities and actions in the South surrounding suburbs and outer regions Australian Tourism Plan 2020 and the The City of Adelaide will rely on to encourage greater visitor dispersal to Visitor Economy Action Plan 2018-2020. strong working relationships with and from Adelaide. Research shows that many partners in order to successfully this will maximise consumer satisfaction • Supporting collaboration, cross region implement the Action Plan. These and economic yield for both the City and cross sector partnerships to help partnerships and levels of responsibility and the State. grow the industry. will take on different forms depending In delivering the Visitor Economy Action • Advocating on the importance of on the specific action being delivered Plan 2018-2020, Council will define tourism in South Australia. and may vary from simply working its roles as per the Strategic Plan together to achieve the same outcomes 2016-2020: • Focusing on improving the quality of to requiring detailed agreements to and demand for tourist experiences cover matters such as shared costs and - (L) Leader – as a leader of local through a range of activities such resourcing implications. Regardless of government and industry as famils, accreditation programs, what form a partnership takes, a team awards, destination marketing, - (S) Service provider – as a provider effort will ensure opportunities are conferences and networking. of local government services for delivered in an integrated way to embed lasting change. city users • Aggregating and sharing industry data to assist all decision makers around - (A) Advocate – as a champion to current issues in the industry. improve the City experience Visitors impact many industries - (F) Facilitator – as an enabler for including retail, hospitality, events, multiple stakeholders business conferences, transport, - (O) Owner of asset – as a provider education and the arts. As such, there of Council owned property and is a need for strong collaboration visitor attractions including the between all stakeholders both within city’s park lands and outside of the tourism industry in

24 VISITOR ECONOMY A C T I O N P L A N 25 SATC - STATE TARGET1

To grow the value of the Visitor Economy to $8 billion by 2020. The current expenditure is $6.3 billion

CITY OF ADELAIDE - KEY CITY TARGETS2

SMART By 2020, our City’s economy will be growing faster than the Australian economy

Bed nights spent in the City by international and domestic visitors will have grown from 8.1 million to CREATIVE 9 million by 2020

People who say the City has great places to enjoy, events, activities, art and culture will have grown from CREATIVE 8.4 to 9 out of 10 by 2020

CREATIVE Attendance at festivals and events in the City and Park Lands will have grown by 5% by 2020

KEY ACTION PLAN INDICATORS

Number of Adelaide Visitor Nights will have increased from 2.7 million to 3 million by 20203

Visitor annual expenditure in Adelaide will have grown from an average of $3.2 billion to $3.6 billion by 20204

Number of international visitors to Adelaide will have grown from 390,000 to 410,000 by 20205

Satisfaction with the diversity and quality of events will have increased from 7.7 to 8 by 20206

1 South Australian Tourism Plan 2020. 2 City of Adelaide Strategic Plan 2016-2020 3 Tourism Research Australia – NVS Publication – Table 9 4 Tourism Research Australia – IVS & NVS Publication - Adelaide makes reference to the Adelaide Tourism Region 5 Tourism Research Australia - IVS Publication – Table 10a 6 City Users Profile survey produced by City of Adelaide

26 VISITOR ECONOMY A C T I O N P L A N 27 VISITOR ECONOMY ACTION PLAN 2018-2020

1 – PROMOTE THE ADELAIDE EXPERIENCE

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s)

1.1 Refine and implement City of Adelaide Tourism Increased number of people marketing campaigns that encourage Operators, * visiting the City for shopping, visitation by city and greater metropolitan SATC , leisure or entertainment Adelaide residents (L) various events Encourage locals to rediscover the experiences and offering within the city and seek to leverage the State brand. 1.2 Conduct a product/experience audit of SATC, SATIC Audit conducted Adelaide’s tourism offering (L) * Utilise the audit to identify product gaps, inform industry development opportunities, and refine the content of marketing campaigns. 1.3 Create a suite of appealing marketing and SATC All visitor/tourism assets have promotional assets. (L) * consistent City brand and messaging Utilise these assets for the print and digital advertising opportunities with a call to action to drive consumers to the cityofadelaide.com. au/explore and the visitor information centre.

1.4 Utilise digital and social media platforms to SATC, Study Contribute Adelaide content to promote the City (L) Adelaide, * partner websites and social Chinese accounts i.e. TripAdvisor, Wotif, Redesign the cityofadelaide.com.au/explore Student SATC, StudyAdelaide, ACB, pages to provide a consumer centric experience Associations, WeChat, Google Maps that stimulates consumers to visit the city and ACBC, inform them of current offerings. Tourism Utilise the newly created WeChat platform to Operators promote City experiences and retail offering to Chinese speaking consumers.

1.5 Leverage the southaustralia.com website as a SATC Contribute Adelaide content for promotional site and information source for * southaustralia.com International and interstate consumers (A) Collaborate with SATC to ensure the promotion of Adelaide is consistent with Council attributes. Leverage this web platform for the promotion of Adelaide experiences interstate and overseas.

28 VISITOR ECONOMY A C T I O N P L A N 29 1 – PROMOTE THE ADELAIDE EXPERIENCE 1 – PROMOTE THE ADELAIDE EXPERIENCE

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s) (KPI’s)

1.6 1.10 Experiences that leverage Festivals and SATC, Events * Attendance at festivals and Showcase the City’s unique offerings (A/F) * Events SA, event events in the City and Park Promote product and experiences directly and organisers Lands will have grown by 5% Leverage Festivals and Events that the City of in addition to partnerships and collaborations. by 2020 Adelaide manages and the numerous events A – Experiences that leverage Heritage SA Heritage that are part of the Festivals and Events Council, SA Showcase the City’s built heritage through the sponsorship program as a reason to drive National Trust, * creation and promotion experiences such as visitation into the city. Arts SA, SATC walking trails, exhibits, and events. Support the development of a national heritage 1.7 tourism strategy. Create a City of Adelaide WeChat platform Study * City of Adelaide WeChat B – Experiences that leverage Culture/Music DSD, Festivals Adelaide, platform created Adelaide, Utilise this platform to inform Chinese Invest Leverage the UNESCO City of Music Events South * speaking locals and visitors of what’s on and Regular posting, once a week Adelaide, accreditation by promoting Adelaide’s live Australia, AFC, drive consumers to attractions and retail with a total of 6 articles per ACBC, local music events, venues and festivals. SATC offerings in the city. month People who say the city has Chinese great places to enjoy events, media Target of 1000 City of Adelaide C – Experiences that leverage Aboriginal AAR, Arts SA, activities, art and culture will WeChat account subscribers Culture Tandanya, ACC have grown from 8.4 to 9 out of Target of 40 city businesses Reconciliation Develop and promote indigenous tourism 10 by 2020 featured on City of Adelaide Committee, product and experiences such as walking WeChat Tourism trails, exhibits and events. * Retail customer service Operators, experience rating will have 1.8 Identify activities and experiences that could Zoos SA, grown from 8.3 to 8.6 by 2020 Graham Peace Develop multilingual tourism information ACBC, SATC Two itineraries translated in benefit from the value-add of Aboriginal Foundation resources (L) * top 3 languages of visitors to content. Adelaide Welcome to Adelaide information in different D – Experiences that leverage Nature-Based AAR, DEWNR, languages e.g. Chinese, French, German Tourism National Parks South Strengthen the profile of nature-based Australia, experiences especially within the Adelaide Tourism * 1.9 Park Lands. Operators Improve visitor information on public DPTI, TCSA, * Visitor information will be Leverage Council’s green and clean transport in the City (A) Uber, available year-round on the reputation. EcoCaddy free City Connector bus and Utilise a variety of channels e.g. maps, stickers, seasonally or for campaigns on E – Experiences that support the unique RMMA, audio, digital video screens on transport the tram and airport bus retail offering and leverage trading on public precinct/ vehicles, advertising digital information, etc. holidays mainstreet groups, trader * groups

30 VISITOR ECONOMY A C T I O N P L A N 31 2 – DEVELOP AND ENHANCE ADELAIDE’S OFFERING

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s)

2.1 Enhance the Adelaide Visitor Information SATC, SATIC, Review and feasibility study Centre Experience (L/S/O) Metro Councils, * conducted Private sector Conduct a review of the current AVIC Recommendation adopted investors/ considering the location and size, the use of for enhanced AVIC and project Retailers, digital and smart technologies, opportunities in progress for implementation Business SA, DPTI to co-locate with other complementary services. Post review, provide options for a future AVIC that reflects the brand values of the City of Adelaide and meets visitor expectations.

2.2 Establish ‘satellite’ visitor information AHA, ‘Satellite’ visitor information services at other key points within the City Accommodation * services established as (L/A/F) Providers, key determined through Major Attractions, exploration phase and Explore opportunities to install digital CISCO Systems, stakeholder engagement information kiosks at key locations or RMMA, ACMA, leverage smart technologies. ARS, ACBS Encourage accommodation and key tourism attractions to act as visitor information outlets.

2.3 Improve the offering and promotion of all SATC, SATIC, Visitation increase of 5% frontline CoA Visitor Information Services Tourism * across the services (L/S/F) Operators, Global Greeter Network Adelaide Visitor Information Centre (GGN), ACMA, Adelaide Greeters Network RMMA, Event Managers SA City Guides Mobile Visitor Information Service Central Market Visitor Information Booth Town Hall Tours Cruise Ship Meet and Greet

2.4 Leverage smart technologies for tourism SATC, Brand SA, Improved visitor experience products and promotions (L) Entrepreneurs, * using digital solutions Invest Adelaide Incorporation of digital wayfinding into Paper based collateral used existing offering. in promotions reduced by 20% Investigate beacon technology for wayfinding and driving retail business.

32 VISITOR ECONOMY A C T I O N P L A N 33 2 – DEVELOP AND ENHANCE ADELAIDE’S OFFERING 2 – DEVELOP AND ENHANCE ADELAIDE’S OFFERING

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s) (KPI’s)

2.5 2.9 Enhance arrival experience into Adelaide DPTI, SATC, * Welcome message across Increase Adelaide’s capacity for servicing SATC, ACBC, 40 businesses featured on City (including Adelaide Central Bus Station, Brand SA, Adelaide Free Wi-Fi network to Chinese inbound tourism (L/S/A/F) SATIC, RCA SA, * of Adelaide WeChat site Adelaide Airport, Adelaide Park Lands Metro be implemented for new users AHA, Chinese Facilitate training/workshops for businesses Terminal, Adelaide Railway Station and Councils, to the city Student 5 training/workshops supported on customer service, cultural awareness, Outer Harbor) (L/A/F/O) AAL, TCSA, Associations, by CoA for city businesses Digital Customer Experience language, promotion and product offering. ACBS, Study Leverage Wi-Fi network and use of smart project scoped and commenced ARS, Event Adelaide, Increased number of Chinese technology to greet visitors as they arrive. by 2020 Managers SA, AAL, RMMA, visitors Explore opportunities to progress a universally APT, GSR ACMA, Major understood and inclusive approach to Attractions, wayfinding and application of smart Tourism technologies through Smart City projects. Operators, DPTI,CLCA Investigate opportunities to improve the visitor experience and amenities at transport 2.10 pick-up points, such as taxi waiting areas and bus parking bays. Investment attraction (L/A/F) SATC, Target of 8 cases per quarter Entrepreneurs, * managed by Investment Case Proactively seek new investment attraction:- Continue to provide meet & greet services at Invest Managers hotels, tourism related business and demand the Adelaide Railway station for large cruise Adelaide ship arrivals. driven experiences that are located in the CoA.

2.6 Enhance arrival experience into the City SATC, DPTI, * Welcome message across (key entry avenues) and around the City Renewal SA, Adelaide Free Wi-Fi network to (L/A/F/O) Brand SA, be implemented for new users City of West to the city Leverage Adelaide Free Wi-Fi network and use Torrens of smart technology to greet visitors as they Digital Customer Experience arrive. project scoped and commenced by 2020 Explore opportunities to progress a universally understood and inclusive approach to wayfinding and application of smart technologies through Smart City projects.

2.7 Advocate for an iconic development and/or Renewal A definitive outcome for the cultural experience to front North Terrace SA, DPTI, * FRAH site is decided and it on the Former Royal Adelaide Hospital Riverbank complements the Park Lands, (FRAH) site (A) Authority, North Terrace Precinct and the Arts SA East End Commercial Precinct

2.8 Advocate for the extension of the tram DPTI * Council corresponds with State service into North Adelaide Government advocating for the tram to be extended into North Adelaide

34 VISITOR ECONOMY ACTION PLAN 35 3 – INDUSTRY AND STAKEHOLDER ENGAGEMENT

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s)

3.1 Establish an Adelaide Tourism Region SATIC, SATC, An Adelaide Tourism Region Alliance (A/F) Metro Councils, * Alliance is formed Tourism Establish an alliance with representatives from Operators, across industry, business and state and local Study Adelaide, government. ACB, LGA SA Develop terms of reference to inform establishment, membership, governance and remit for the Alliance.

3.2 Leverage existing key visitor segments Study Adelaide, * through partnerships (L/A/F) Universities, Student A – International students Bed nights spent in Adelaide Associations, by international and domestic Work with key partners to offer Adelaide Colleges, RTOs, visitors will have grown from experiences for students and their visiting SATIC, Tour 8.1 million to 9 million by 2020 friends and relatives. operators Promote the Adelaide experience at key international student events. B – Business and conference visitors ACB, business/ * By 2020, the number of students conference in the city on any given day Promote the Adelaide offering as part of event of the week will increase from existing packages and encourage business organisers, DSD, 39,000 to 41,000 tourists to stay at least ‘one more night’ and Invest Adelaide to revisit the City. Ensure information about Adelaide is included in conference delegate registration websites and post arrival information to maximize business visitor expenditure. Support Incentive group bids and visits i.e. facilitate access to Office of Lord Mayor, Civic Welcomes, city activations Bed nights spent in Adelaide C – Cruise ships SATC, Event Managers SA, * by international and domestic Collaborate with cruise ship industry to DPTI, Tour visitors will have grown from provide welcome and guiding experiences Operators, 8.1 million to 9 million by 2020 for arriving cruise ship passengers through RMMA provision of information and through VIS programs. Collaborate with industry to offer tailored experiences and offers for cruise ships visitors. D – Major events Events South * By 2020, the number of Australia, students in the city on any Work with event organisers at events SATC, Festivals given day of the week will organised in the city to promote the broader Adelaide increase from 39,000 to 41,000 Adelaide offering through info pop-ups, advertising and providing collateral. E – Sister cities DSD, SATC, * Tour Operators Leverage Sister City relationships to promote the Adelaide offering to their residents to encourage visitation. Leverage opportunities to ensure delegations from Sister Cities feel welcome.

36 VISITOR ECONOMY A C T I O N P L A N 37 3 – INDUSTRY AND STAKEHOLDER ENGAGEMENT 3 – INDUSTRY AND STAKEHOLDER ENGAGEMENT

Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators Action Key partners Ongoing 2018/19 2019/20 Key performance Indicators (KPI’s) (KPI’s)

3.3 3.7 Support the development of the tourism SATIC, Metro Increased number of City Educate businesses to recognise the value SATIC, Metro Increased number of City industry at relevant events (L/S/F) Councils, AHA, * Businesses attending SATIC, of the visitor economy to maximize the Councils, * Businesses with ATDW listings TCSA, Uber, SATC and CoA industry events opportunity and realise their role in tourism SATC, Tourism Increased number of City Facilitate industry development and Eco-Caddy (L/F) professionals, Businesses attending SATIC, information sharing events for concierges/ and other ATDW SATC and CoA industry events front-of-house staff, taxi drivers, private Promote SATIC business training and transport chauffeurs, hire car staff, transport providers workshops to City businesses. providers, and tour operators. DPTI, Tourism Facilitate tourism specific training and Collaborate with SATIC in the delivery of their Operators workshops for the sector. annual conference. Encourage tourism businesses to register and Support the SATIC tourism awards. maintain their presence online and on the Australian Tourism Data Warehouse. Support of the Accredited Visitor Information Centre Conference & Network. 3.8 3.4 Advocate for the Tourism Industry to State Govt, * Implement a Sustainable Events Facilitate cross promotion of Adelaide SATC, Metro Adelaide Pass viability assessed support Adelaide’s carbon neutral targets DEWNR, TA, Roadmap for 2020-2025 experiences (A/F) Councils, Tour * (A) SATIC, Private Operators, Four itineraries developed by Developers Promote unique Adelaide experiences and Encourage participation of tourism businesses National December 2018 develop suggested itineraries of things to see in Carbon Neutral partnerships to: Trust, History and do for specific target markets. SA, AHA, Reduce carbon emissions from their own Investigate the viability of an Adelaide Pass. Attractions, operations; SATIC, AAR, Gain recognition for their own sustainability DEWNR, achievements; National Parks SA Introduce customers to South Australian companies providing carbon neutral goods 3.5 and services; Collaborate with other tourism regions SATC, Regional Attend all Regional Marketing to encourage greater length of stay in Tourism * meetings Raise awareness of Adelaide’s international Adelaide or South Australia (A/F) Organisations, leadership in environmental change. Regional All SA regions are represented Promote regional experiences in our Visitor Councils, SATIC in the AVIC Information Centre. 3.9 Support the development of businesses in Business Continuation and improvement Maintain participation in the Regional the tourism industry (S/F) SA, Renew * of the Business Advisory Service Marketing Managers Network. Adelaide, DSD and implementation Assist with business advice and support. of a business advisory 3.6 Support tourism entrepreneurs and start-ups. customer satisfaction survey Advocate for Local Government Sector LGA SA, Tourism continues to be on awareness of the importance of the tourism SATIC, Metro * the LGA SA agenda. Tourism is and the visitor economy (A/F) Councils, VIC included on the LGA National Managers Agenda Share resources and knowledge with other Network Councils. Group, TRA Participate in the SATIC Local Government Network. Interchange information between our Visitor Information Centre staff and staff in other metro Council Visitor Information Centres.

38 VISITOR ECONOMY A C T I O N P L A N 39 KEY DEFINITIONS AND PARTNER ACRONYMS

– ‘Adelaide’ describes the Adelaide metropolitan region (not just City). – ‘City’ describes the CoA boundary area. – ‘Key Partners’ are those organisations the City of Adelaide needs to work with and/or engage to deliver the action.

AAL Adelaide Airport Limited DSD Department of State Development

AAR Aboriginal Affairs and Reconciliation ECA Eco Tourism Australia

ACB Adelaide Convention Bureau GSR Great Southern Rail

ACBC Australia China Business Council LGA SA Local Government Association SA

ACBS Adelaide Central Bus Station Metro Councils Surrounding metropolitan local Councils

ACMA Adelaide Central Market Authority ORS Office of Recreation & Sport SA

AFC Adelaide Festival Centre PIRSA Primary Industries and Resources South Australia

AHA Australian Hotels Association RMMA Rundle Mall Management Authority

APT Adelaide Park Lands Terminal RTO Regional Tourism Organisation

Arts SA Arts South Australia RCA SA Restaurant & Catering Association of SA

ARS Adelaide Railway Station RDA Regional Development Australia

ATDW Australian Tourism Data Warehouse SACA South Australian Cricket Association

Brand SA Brand South Australia SATC South Australian Tourism Commission

CoA City of Adelaide SATIC South Australian Tourism Industry Council

Department of Environment, Water, DEWR TCSA Taxi Council South Australia Resources

DPC Department of Premier & Cabinet TA Tourism Australia

Department of Planning, Transport & DPTI TRA Tourism Research Australia Infrastructure

40 VISITOR ECONOMY A C T I O N P L A N 41 ACKNOWLEDGEMENTS

The following people contributed to the development of this City of Adelaide Visitor Economy Action Plan 2018-2020. City of Adelaide extends thanks and gratitude for your contributions and we look forward to working together in what promises to be an exciting time.

Alicia Burgemeister Adelaide Airport Limited Jake Dean Adelaide Botanic Garden Penny Griggs SALA Festival Sean McNamara City of Adelaide Adam Stanford SATC Jennifer Layther Arts SA Peter Auhl City of Adelaide Shaun De Bruyn SATIC Alex Cole SATC Jennifer Uebergang City of Prospect Peter Cahalan SATC Siddhartha Kaul Intercontinental Andrew Wallace Adelaide West End Association Jessica Thomson Square Mile Tours Peter Klar Department of State Development Simon Weidenhofer City of Adelaide Anna Deller-Coombs PIRSA Jo Collins PIRSA Rachel Walsh Renewal SA Sine Ryan National Wine Centre Anna Hazell City of Adelaide Joanne Chadwick Events SA Rachel Xie Study Adelaide Skana Gallery LGA SA Anthony Coles Sinosphere (Aust-China Trade and Johan Revalk Taxi Council of SA Rebecca Perkin Tanya Jarman SATC Investment Services) Regina Twiss North Adelaide Heritage Tim Boundy Adelaide Convention Bureau Beverley Voigt DEWNR Johanna Bennett Apartments Bobbie-Jean Stevens DPTI Jonathan Cheong Adelaide Airport Limited Rick Hutchins City of Adelaide Tim Ritchie Tandanya Cate Gaston City of Adelaide Justin Commons City of Adelaide Rob Denton-Brown DEWNR Vesna Thon City of Adelaide Cheryle Conduit Taxi Council of SA Justine Firth Adelaide Airport Limited Rodney Twiss North Adelaide Heritage Viv Collins City of Onkaparinga Apartments Christie Anthoney Festivals Adelaide Karen Raffen Brand South Australia Rosanna Francesca City of Adelaide Wendy Bevan Australian Hotels Association (SA) Cindy Corker City of Adelaide Kate Griffith Arts SA Russell Schrale Adelaide Zoo Yvonne Merendi Gouger Street Traders Association/ Clare Mockler City of Adelaide Kate Williams Adelaide Shores Grote Business Precinct Colleen Atkinson City of Adelaide Katie Morrison Australian Visitor Centres Sally Neville RCA SA Councillor Alex Antic City of Adelaide Kenneth Taplin Regional Development Australia Councillor Anne Moran City of Adelaide Kristiana Rozitis City of Adelaide Councillor David Slama City of Adelaide Kym Ramsay City of Adelaide Councillor Houssam Abiad City of Adelaide Laura Robinson Adelaide Oval Councillor Natasha Malani City of Adelaide Laurence Schulz Australian Visitor Centres Councillor Phillip Martin City of Adelaide Leandro Lopez Digon City of Adelaide Councillor Priscilla Corbell City of Adelaide Leanne Bruno Renewal SA Councillor Megan Hender City of Adelaide Leata Clarke City of Adelaide Councillor Sandy Wilkinson City of Adelaide Leonie Boothby Councillor Sue Clearihan City of Adelaide Les Penley Adelaide Zoo Damien Kitto Adelaide Convention Bureau Lord Mayor Martin Haese City of Adelaide Darren Chandler Adelaide Oval Matt Grant City of Adelaide David Bailey City of Adelaide Mark Gleeson Adelaide Central Market Tours David Bolton City South Association Melvin Lim Adelaide Casino David Lake SATC Michael Seeliger City of Adelaide Deputy Lord Mayor Sandy Verschoor City of Adelaide Michelle Mader-Randell Renewal SA Don Donaldson City of Adelaide Mick O’Neill City of Adelaide Donna Gauci Sealink Mike Philippou City of Adelaide Ed Scanlon City of Port Adelaide Enfield Miranda Lang Fleurieu Peninsula Emma Grivell City of Prospect Naomi Marsh City of Adelaide Gary Locke Adelaide Backpackers Naomi Tyson City of Adelaide Helen Page Adelaide West End Association Nicole Burns Arts SA Ian Horne Australian Hotels Association (SA) Noni Williams City of Adelaide Ian Ladd Great Southern Rail Pam Mitchell City of Adelaide Jacci Templeton City of Adelaide Pat Gobell SATC

42 VISITOR ECONOMY A C T I O N P L A N 43