Tourism rebounds from Covid’s darkest days with exciting opportunities ahead

Tourism is smashing records as experts say “regenerative” tourism is among future opportunities.

Tourism’s bounce back from the darkest days of the Covid shutdowns saw tourism spending hit a record $10.2bn in the year ending September 2023 – but industry experts say the mix of marketing to lure visitors is vital, from high-end Americans and Europeans to the less glamorous backpacker market who stay longer and travel right across the state.

The Asian market is also booming with Hong Kong visitors spending on average $8637 – thousand more than arrivals from any other area.

International tourism visits and spending in SA soared 14 and 21 per cent respectively compared to June 2023 – visits to 407,000 and spending to $1.2bn, with the average international leisure visitor spending $1700.

The SA Tourism Commission (SATC) says: “While international visitors are smaller in number than domestic travellers, they stay longer and are often more intrepid, spending a significant amount of time out of capital cities in their search for the real Australia.”

The September 2023 data shows of our top 20 visitor nations all grew except Taiwan compared to the June quarter.

The vibrant ocean layer colours at Port Willunga beach, a South Australia tourism destination on the Fleurieu Peninsula. Picture: iStock

Arrivals from Hong Kong rocketed 49 per cent, Thailand was up 47 per cent, Singapore rose 35 per cent while Malaysia, France and Italy were all up 25 per cent.

The average Hong Kong visitor spent $8637, followed by Singapore $5294, France $5252, Indonesia $4908, China $4710 and Malaysia $4205.

The top sources of international visitors were the UK, India, New Zealand, the US and Germany.

Tourism Industry Council SA (TiCSA) chief executive Shaun de Bruyn said growing visitation from across Australia is a key priority.

“Gather Round and LIV golf have been fantastic in delivering this outcome,” he said.

“With these big events, we could do better to then get visitors to travel further across the state while they’re here.

He noted the importance of the backpacker market due to their long length of stay, dispersal across the state and support for businesses as working holiday makers.

Tourism Industry Council SA chief executive Shaun de Bruyn

Tourism Minister Zoe Bettison. Picture: NCA NewsWire / Kelly Barnes

Mr de Bruyn singled out “regenerative tourism” as a huge driver for consumers into the future, where visitors participate in conservation and sustainability projects.

Tourism Minister Zoe Bettison said: “With an expected easing of the tourism economy nationally in the coming year, the state government is continuing to invest in demand drivers for major events as well as working to grow key sectors like cruise and aviation.”

She said the government, through the SATC, is focused on global markets for growth likely to provide a greater potential return, with high-yield travellers motivated by what SA has to offer and likely to stay longer and disperse further across the state.

“The priority markets for South Australia are United Kingdom, Europe, New Zealand, North America, and China, and the SATC is constantly monitoring data and trends among our state’s

key markets as well as growing economies around the world,” she said.

“With international visitor expenditure having now surpassed its 2019 high, this is evidence that we are targeting the right markets to recover and grow international tourism in our

state.”

The Remarkable rocks, located in Flinder's chase National park on Kangaroo Island, SA, Australia.

The resumption of daily Emirates flights from October is predicted to generate more than $62m per year in tourism spending.

Adelaide Airport managing director Brenton Cox noted the move will offer greater competition and choice for travellers.

“Equally it creates significant tourism and wider economic opportunities in attracting international visitors to Adelaide,” he said.