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Progress against objectives

South Australia - a growing destination choice for international and domestic travellers

2017 Objectives

2 year Progress Review


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).

On track

The value of South Australia’s tourism sector grew 14% to $6.2bn in the year to September 2016.

Increase tourism direct employment from 31,000 to 36,000, on the way to our target of 10,000 additional jobs by 2020 [i].

On track

The latest data has shown direct employment in the tourism sector increased to 35,700 in the year to June 2015 (15% increase).

Increase tourism expenditure in regional areas from $2.3 billion to $2.8 billion.

On track

Regional expenditure has grown by 15% in the year to September 2016 to $2.6bn.

Attract two additional major events each year


As at January 2017, 37 events have been secured through the Events Bid Fund. These events are forecast to inject more than $118 million into the South Australian economy.

Attract 78,000 conference delegates to the Adelaide Convention Centre, generating 312,000 bed nights.


As of September 2016, confirmed bookings at the Adelaide Convention Centre for the period January 2015 to September 2016 was 104,596 visitors and 505,507 nights (exceeding targets by 34% and 62% respectively).

Establish an international reputation for our premium food and wine experiences.

On track

South Australia is associated with “Good Food & Wine” by 49% of the interstate audience, ranking second against its respective interstate audience.

Establish at least one new branded, 5–star plus accommodation in the Adelaide CBD.


Construction is proposed to start on the 5-star, $140 million Sofitel hotel in late 2017 with a planned opening in late 2018. The Adelaide Casino redevelopment has commenced, which will include an 80-room luxury hotel.

Enhance our thriving live music scene.

On track

Live music in South Australia provides 4,100 jobs and a $264 million economic contribution to the State’s economy.

Further enhance South Australia's position as the cycling state.

On track

The economic impact from the Santos Tour Down Under reached a record $49.6 million in 2016. The State Government is investing $1.5m to turn Mount Lofty and the surrounding Adelaide Hills into a world-class mountain biking destination.

Develop a reputation for service excellence and unique visitor experiences.

On track

The State Government has funded the South Australian Tourism Industry Council to conduct 'Service Excellence' training for tourism operators throughout South Australia. From commencement in October 2016 there have been 5 workshops attended by 148 participants. A minimum of 24 workshops will be held by September 2017.

Lonely Planet lists South Australia as one of the top five must-see regions for 2017. The opening of the Adelaide Oval Roof Climb experience in April 2016 is providing a unique visitor experience at an iconic Adelaide destination. The Kangaroo Island Wilderness Trail was launched in October 2016 and has since been announced by Lonely Planet as one of ten “best new openings” in the world for 2017.