SA tourism industry eyes growth amid international downturn

SA operators they face their toughest ever fight to get back in the tourism game when the pandemic crisis passes. But broad horizons may not be needed to save travelling billions.

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South Australians spent more than $3.3 billion on international travel last year, new figures show.

The expenditure has state tourism bosses now looking at ways to tap into the pool of money that is now not flowing overseas.

Figures from Tourism Research Australia show South Australians took almost 500,000 overseas trips last year to key destinations including the UK, New Zealand and Bali.

But with borders closed indefinitely because of the COVID-19 lockdown, SA Tourism Commission chief executive Rodney Harrex said the industry was looking at ways to keep people spending on holidays in the state.

SA Tourism Commission chief executive Rodney Harrex.

Federal Tourism Minster Simon Birmingham has backed the move, pointing out the timetable on opening international borders would be measured in “months and months”.

“It’s almost certain that travel opportunities will be opened in a gradual way,” he said.

“Being able to travel within our state is the first opportunity, then potentially travelling across Australia and then international travel.”

Mr Harrex said work was under way to direct money that would have been spent in “Bali or Asia, or Europe, or America” into the local tourism industry.

“We’ve got open spaces and amazing nature-based experiences, so let’s remind people about what’s on their doorstep,” he said.

“Consumers will be looking for where they can continue to keep their family safe, and we know SA offers that in spades.

“I think this is where regions like the Outback and the West Coast will do really well.”

Marianna Sigala, the director of UniSA’s Centre of Tourism and Leisure Management, agreed with that assessment.

“Domestic tourism has a great opportunity,” she said.

“People will be reluctant to travel even if the borders open up, and this is because people will be worried about whether they will be safe and can stay healthy overseas.”

But Professor Sigala warned there would be strong competition when interstate borders opened, meaning SA needed to promote its diversity better.

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“We’re not lacking products in SA. What we’re lacking is a collaboration between the stakeholders to create a holistic solution,” she said.

The figures show older South Australians were the main overseas travellers, with 175,000 trips last year worth an estimated $1.6 billion.

Senator Birmingham said a lack of confidence in the cruise ship industry could help SA.

“If you look at the disastrous handling of coronavirus by the cruise industry, there is an enormous opportunity for getting older Australians to substitute cruising with holidaying around SA,” he said.

Premier Steven Marshall last week pointed to tourism as a key element in the state’s economic recovery.

But during the week, Australian Bureau of Statistics figures highlighted the huge hit the “visitor economy” has taken during the pandemic.

The figures showed 44,000 jobs were lost in SA in the three-week period since Australia recorded its 100th case of COVID-19 on March 15.

An estimated 30 per cent of those jobs were lost in the accommodation and hospitality sector.