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Adelaide Hills Adelaide Hills ChInA, Uk, GeRmAnY Nz ChInA, Uk, VISITORGeRmAnY, SPEND VISITORS Nz, UsA $163 million VISITS EXPENDITURE Day Trips 1,206,000 $86m Uk, GeRmAnY, Overnight 186,000 $77m EMPLOYMENTNz IN REGION OVERNIGHT SPLIT 1300 direct + 500 indirect = 1 in 17 jobs International 7,000 $7m 1800 jobs supported Uk, Interstate 77,000 $32m SouthGeRmAnY, Australia Regional Visitorsby Strategy the / REGIONAL ICONS #3 Nz, tourism Intrastate 101,000 $37m POTENTIAL industry OCCUPANCY AND RATES 8 millio 4 millio million 8 millio Uk, $10 n $16 n $71 $29 n GeRmAnY, Nz, ADELAIDE REGIONAL 63 millio 90 millio 3 millio 63 millio $1 n $1 n HILLS $AVERAGE9 n $2 n Occupancy 58% 51% $177m $273RevPARm (average $99m $511m $96 $79 Uk, yield of a hotel room) GeRmAnY, Nz, 2020 2020 2020 2020 D D D D e 17 e 17 e 17 e 17 ce 20 ce 20 ce 20 ce 20 mber mber 744 tourism businesses mber mber De 3 De 3 De 3 De 3 cember 201 cember 201159 businesses listed on Australiancem ber 201 cember 201 Us, ItAlY, Tourism Data Warehouse (ATDW) GeRmAnY, FrAnCe, ChInA Sources: International Visitor Survey, National Visitor Survey, Tourism Research Australia December 2017, Survey of Tourist Accommodation 2015-2016, Australian Bureau of Statistics, Regional Tourism Satellite Accounts 2015-16; Deloitte/SATC 1 millio 4 millio 8 millio 3 millio $27 n $10 n $31 n $39 n Uk, 1 milli 3 milli 5 mill EuRoPe, 7 mill GeRmAnY, 32 on SOUTH AUSTRALIAN REGIONAL VISITOR12 oSTRATEGY:n REGIONAL RESPONSE PRIORITIES42 ioNz,23n Us 43 ion Nz, $ $ $ $ $457m $168m $452m $683m 2020 2020 2020 2020 7 EuRoPe, D 1 D 17 D 17 D 17 Nz e 0 e 0 e 0 e 0 cember 2 cember 2 cember 2 cember 2 De 3 De 13 De 3 De 3 cember 201 cember 20 cember 201 cember 201 3 millio 2 millio 2 millio $12 n $14 n $18 n 45 millio 73 millio 98 millio $1 n $1 n $1 n $196m $231m $302m 2020 2020 2020 17 17 17 De 0 De 0 De 0 cember 2 cember 2 cember 2 De 3 De 3 De 3 cember 201 cember 201 cember 201 Adelaide Hills priorities Adelaide Hills’ priority is to capitalise on its proximity to Adelaide through collaboration and partnerships. The region aims to convert more visitors to stay overnight and increase visitor spend. Adelaide Hills will leverage its reputation for fulfilling on visitor expectations to drive a thriving and sustainable region. Marketing • Optimise local investment in and promotion of cross regional events • Capitalise on the region’s proximity such as Tour Down Under. to Adelaide to drive increased day trips, repeat visitation and overnight stays. Collaboration • Create compelling communications • Collaborate and leverage State targeted at the visiting friends and tourism, business and event Just a 20-minute drive relatives market and their local hosts. organisations to ensure a cohesive from Adelaide and over This has a dual benefit of increased approach to promotion and visitor 50 cellar doors visitation and fostering local attraction. to choose from. community tourism advocates. • Encourage partnerships between • Better align Adelaide Hills and South local tourism operators via joint Australian Tourism Commission’s familiarisations, cross-promotion and digital marketing efforts for greater bundling of commissionable visitor impact and leads to local tourism experiences. operators and partners. • Improve the experience (signage, • Leverage Adelaide Hills marketing wi-fi access) and promotion of the with that of StudyAdelaide to Epicurean Way touring route. encourage students, their families and their friends to visit. • Support Adelaide Hills Visitor Information Centre and information • Grow mid-week visitors to the region outlets to meet changing visitor via the convention sector (business needs. Implement the hub and spoke events and the incentive market). model of the Visitor Information Services strategy. • Boost the promotion of the region’s accessible nature and wildlife • Support cross-regional crisis offering to international visitors management plans for natural particularly the growing Chinese disasters to minimise risks for market. tourism operators and visitors. • Collaborate with cruise operators to Events attract cruise visitors to the region. • Work with the Adelaide Hills Wine Region Association to refresh existing event strategies for “Crush Festival” and “Winter Reds Weekend” with a focus on innovation, resourcing and growth. 24 SOUTH AUSTRALIAN REGIONAL VISITOR STRATEGY: REGIONAL RESPONSE PRIORITIES Accommodation Industry capability • Advocate for the development of 41 • Raise industry capability in new rooms and 25 room upgrades international marketing and (from 3 to 4-star) by 2020. distribution (especially China), digital marketing, accessible tourism, • Encourage development of a new customer service, experience 5-star property around Hahndorf development and business cases for and accommodation linked to grants and investment. adventure trails, nature, wildlife and wellness. Visitor Infrastructure Experience development • Address parking issues in Hahndorf. • Support the development of • Address infrastructure requirements operator-led experiences that reflect in newer tourism areas such as the Adelaide Hills Interpretation Uraidla and Lenswood. Plan themes (food, wine, craft beer, • Improve regional Wi-Fi and spirits and cider, towns and villages, art and culture, nature and wildlife, telephony connectivity. accommodation, lifestyle and • Influence investment in Cleland wellbeing). Wildlife Park and The Cedars. The Crush and Winter Reds festivals collectively attract over 30,000 visitors each year to the region. PARTNERS Adelaide Hills Tourism, Adelaide Hills Council, Mount Barker District Council, Regional Development Australia, Stirling Business Association, Hahndorf Business and Tourism Association, Business Mount Barker, the Adelaide Hills Wine Region Association and the South Australian Tourism Commission. SOUTH AUSTRALIAN REGIONAL VISITOR STRATEGY: REGIONAL RESPONSE PRIORITIES 25.
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