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A destination of choice

A growing destination

Welcoming the world

South Australia – a growing destination choice for international and domestic travellers.

With Adelaide consistently rated as one of the world’s most liveable cities, our Mediterranean climate, increasingly busy events calendar and unique landscape – it’s no wonder more  people are visiting our beautiful state.

That’s great news for our tourism industry and more than 35,000 people who work in it, across many regions. It’s an economic benefit that adds up to $6.3 billion for South Australia so we need to ensure that tourists are able to reach our state easily and, once they arrive, the infrastructure and local service offerings are as impressive as the warm welcome they can expect.

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We need make sure tourists can reach their destinations easily and we exceed expectations at every turn.

Tourism is brilliant for business all over the state, particularly for regional South Australia which has 44% of tourism expenditure across the state. It’s one of our most exciting growth industries and continues to create employment and drive our economy forward.

Yet, South Australia needs to be even more visible – showcasing our outstanding attractions, premium food and wine, unspoilt nature and wildlife, and the lure of vibrant, convivial Adelaide and our many major events.

With direct flights to Adelaide from major Asian airports and all Australian capital cities, we have the world closer to our doorstep than ever before.

World-class facilities such as Adelaide Oval and our internationally recognised arts festivals and major events, the Santos Tour Down Under, Adelaide Festival, Adelaide Fringe and WOMADelaide to name a few, are helping to put South Australia on the map.

Tourism has the potential to create a large numbers of jobs, spreading opportunities throughout the state and to a myriad of businesses across a wide range of sectors, including leisure and business events, the arts, food and wine, transport and education.

Actioning a global future

Objectives for 2017

  • Increase the value of our tourism sector from $5.2 billion to $6.3 billion per annum by June 2017 (on the way to our 2020 target of $8.0 billion).
  • Increase tourism direct employment from 31,000 to 36,000 on the way to our target of 10,000 additional jobs by 2020 [update].
  • Increase tourism expenditure in regional areas from $2.3 billion to $2.8 billion.
  • Attract two additional major events each year.
  • Attract 78,000 conference delegates to the Adelaide Convention Centre, generating 312,000 bed nights.
  • Establish an international reputation for our premium food and wine experiences.
  • Establish at least one new branded, 5 star-plus accommodation in the Adelaide CBD.
  • Enhance our thriving live music scene.
  • Further enhance South Australia’s position as the cycling state.
  • Develop a reputation for service excellence and unique visitor experiences.

Progress against objectives

Taking the initiative

The expansion of the Adelaide Convention Centre will enable it to host bigger conventions and more concurrent events. The first stage, to expand the existing facility, is nearing completion and the second stage will, by 2017, replace the existing Plenary Building (home of the first Convention Centre in Australia in 1987) with a multi-purpose, state-of-the-art facility with plenary capacity of up to 3,500 seats.

The investment of $6 million over four years to attract even more major events to South Australia. The new Major Events Bid Fund has enabled Events SA to bid for and secure a calendar of major events for the state.

The new Kangaroo Island Wilderness Trail will showcase the island’s unique natural environment and attract up to 5000 new visitors each year.

Make it a priority to get involved

South Australian Tourism Plan 2020

A plan for the whole tourism industry, from solo operators to large businesses, associations and all levels of government.
Tourism Plan

Tourism in South Australia

Read a snapshot of South Australia's position in the tourism market.

Nature-based Tourism

View our strategy to transform the state's nature-based tourism sector.

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