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TOURISM INVESTMENT SOUTH AUSTRALIA CONTENTS Welcome To TOURISM INVESTMENT SOUTH AUSTRALIA CONTENTS Welcome to SOUTH SOUTH AUSTRALIA – A DESTINATION EXPERIENCING GROWTH 02 AUSTRALIA SOUTH AUSTRALIAN TOURISM COMMISSION 03 TOURISM FAST FACTS 04 ECONOMIC FAST FACTS 05 A DIVERSE AND ROBUST ECONOMY 06 n behalf of the State Government, The Adelaide Oval boasts a design like no other, Our visitor economy is worth an all-time high TRANSFORMATION OF THE ADELAIDE RIVERBANK 10 I am delighted to welcome you to with its historic setting and newly launched $6.2 billion and our State is on track to reach our incredible State. rooftop climb. It is truly a unique venue in the the target of $8 billion by 2020. ADELAIDE ACCOMMODATION PROJECTS 12 heart of the city - with visitors and locals flocking Private investment in South The tourism industry employs almost three to sporting matches and other events or enjoying INVESTMENT SUPPORT 15 Australia’s tourism sector is at times more people than the mining sector in O the nearby bars, cafes and restaurants. record levels with new hotels being built to South Australia, with more than 4,000 new direct AVIATION DEVELOPMENT 16 accommodate the growing number of people South Australia is known for hosting award tourism jobs created in the past two years. visiting our state. winning events every year including the Santos The State Government has invested heavily CRUISE SHIP ATTRACTION 18 Tour Down Under, the Women’s Australian Open South Australia’s regions produce some of the – including an additional $70 million into the Golf and the Clipsal 500 motorsport event. country’s best food, wine and craft beverages. tourism portfolio – in order to ensure it continues INVESTMENT AND TOURISM Adelaide has won hosting rights for the world’s We have thousands of kilometres of stunning to have a major role in transforming our economy. INFRASTRUCTURE DEVELOPMENT 20 largest aviation trade conference, World Routes coastline in South Australia with no shortage of 2019 – marking the first time the event will be Regardless of how long you are here, our State things to see and do. South Australia is thriving EXPERIENCE DEVELOPMENT 22 held in Australasia. Events like this have helped is guaranteed to please and is sure to be a place with Adelaide’s redeveloped Riverbank Precinct, South Australia gain the title of the Best Events you will never forget. Tourism is South Australia’s a growing number of international airlines and EVENTS SOUTH AUSTRALIA 24 State – two years in a row – and have positioned super-growth area, and I invite you to be part of a variety of award winning events and festivals Adelaide as a first-class destination for major our prosperous and exciting future. ACTIVATING CHINA – 2020 26 – all contributing to us recently being named business events. as a Top 5 Region to visit in the world in Lonely SOUTH AUSTRALIA’S TOURISM DESTINATIONS 28 Planet’s Best in Travel guide for 2017. Tourism is a key economic driver for South Australia. In the 12 months to September 2016 SOUTH AUSTRALIA IS EASILY ACCESSIBLE 30 South Australia attracted a record 6.2 million Leon Bignell MP domestic visitors who spent $5.2 billion and Minister for Tourism LOCATION 31 The Lane Vineyard, Hahndorf 430,000 international visitors who spent Cover: Penfolds Magill Estate, Cellar Door $970 million. CONTACT US 32 TOURISM INVESTMENT SOUTH AUSTRALIA TOURISM INVESTMENT SOUTH AUSTRALIA South Australia – A destination EXPERIENCING SOUTH AUSTRALIAN TOURISM COMMISSION GROWTH TARGET MARKET The South Australian Tourism Commission has identified the Australian and International Experience Seeker as their primary target group of travellers Australian Experience Seekers enjoy travelling both interstate and overseas. They tend to spend more on holidays – on average more than $2,000 per person per trip Domestic (24-54 years): Looking for a range of unique experiences when choosing a holiday destination International (24-65 years): Have visited Australia before, likely been to Sydney/ Melbourne and Queensland, they are now looking for an alternative destination in Australia Adelaide Adelaide Central Market here has never been a better time to South Australia is the festival State, with a The South Australian Tourism Commission The South Australian Tourism Commission is It concentrates on developing the State’s These priorities include Vibrant City – increase invest in South Australia – especially huge line-up of world-class events, festivals will assist investors and operators to facilitate committed to growing the State’s tourism competitive strengths – good living, festivals Adelaide’s reputation as a world-class city which in the growth sector of tourism. and conferences bringing in visitors from sustainable tourism developments and industry. Tourism is big business in South and events, premium food and wine, and offers many experiences, events and festivals for around the globe each year. experiences that are in keeping with its natural Australia, creating work for South Australians and accessible natural experiences. all types of visitors; attract a higher share of high The State’s economy is set to ride environment and build on the State’s key offering strong prospects for long-term growth. yield visitors from interstate; enhance South high with the boom of its defence Most importantly, the South Australian It secures, manages and sponsors major T strengths. The industry contributes to the State’s economic Australia’s tourism proposition through online and trade industries. Tourism Commission has a clear vision for events that revitalise the economy and activity, generating jobs and export dollars by channels; grow intrastate tourism demand; the future and how it will assist tourism to Investors are already working on an excellent build community spirit. South Australia’s tourism industry is experiencing attracting interstate and international visitors. maintain existing international markets (e.g. UK, grow in South Australia. The South Australian range of projects across the State – many of a substantial boost in air and cruise access, The South Australian Strategic Plan sets the North America and NZ), and increase investment Tourism Commission is serious about working them the best of their type in the nation. The South Australian Tourism Commission indicating strong business confidence. direction for the South Australian Tourism in China and India; Game changers – increase with investors and operators who share its vision. markets the State’s tourism product intrastate, The South Australian Tourism Commission Commission to increase tourism expenditure airline access and develop high-end products and This, together with unprecedented public interstate and internationally to ensure that All the raw ingredients for world-class encourages potential investors and operators in South Australia to a potential of $8 billion experiences and contribute to the growth of and private infrastructure spending will see South Australia is a compelling part of any tourism development are already here in to come and see what is on offer, to share its by December 2020. South Australia’s food and wine experiences. South Australia realise its full potential as Australian or international holiday. our State including fantastic food and wine, tourism vision, and to be part of South Australia’s a truly international destination. tourism.sa.gov.au accessible coastal and natural experiences bright future. and an enviable lifestyle. 2 TOURISM INVESTMENT SOUTH AUSTRALIA TOURISM INVESTMENT SOUTH AUSTRALIA 3 Source: Department for State Development statedevelopment.sa.gov.au and Study Adelaide studyadelaide.com TOURISM PROSPERITY South Australia’s resource sector continues FAST FACTS to demonstrate sustained growth in exploration INTERNATIONAL VISITATION and resource development as highlighted by TO SOUTH AUSTRALIA these figures for the 2015/2016 financial year: • 430,000 international visitors • The combined annual value of mineral and • Staying 9.9 million nights petroleum production was $5.53 billion (as compared with $1.7 billion a decade ago) INTERSTATE VISITATION • The combined minerals and energy exports TO SOUTH AUSTRALIA totaled $3.97 billion and accounted for 34% • 2.3 million interstate visitors of total State exports ($11.7 billion), up 4.2% • Staying 11 million nights on the previous year AS AT SEPTEMBER 2016 • Combined mineral and petroleum exploration TRAVEL WITHIN expenditure for the same period totalled TOURISM IN SOUTH AUSTRALIA SOUTH AUSTRALIA $185.1 million GENERATED $6.2 BILLION IN • 4.0 million intrastate visitors EXPENDITURE • Exploration expenditure over the past • Staying 11.9 million nights Southern Ocean Lodge, Kangaroo Island Major Mining Projects 10 years has totalled $4.4 billion, resulting SOUTH AUSTRALIA WELCOMED in new mineral and petroleum discoveries. ACCOMMODATION OCCUPANCY 6.68 MILLION VISITORS Hotels in Adelaide achieved an occupancy level Source: Tourism Research WHY INVEST The state is internationally recognised for its Australia, National Visitor THESE VISITORS STAYED of 71% in the year to June 2016. Statistics, International South Australia has a record number of major mineral potential and is leading the development 32.76 MILLION VISITOR NIGHTS Visitor Statistics, Tourism ECONOMIC projects underway worth billions. of unconventional gas resources in Australia. TOURISM EMPLOYMENT Satellite Accounts 2014-15. ABS Survey of Tourism In 2014-15 tourism directly employed over Accommodation, Hotels, South Australia is home to some of the world’s APPEALING DESTINATION 580,700 people Australia
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