Malinauskas reveals new $45m tourism campaign to lure visitors to SA after Covid pandemic

The Premier says $45m will be pumped into marketing SA to the nation and the world, to entice visitors back to our state after the financial devastation of Covid.

Global tourism markets will be targeted in a campaign to lure visitors to the state in a bid to back businesses hit hard during the Covid-19 pandemic.

Speaking at an Adelaide economic forum, Premier Peter Malinauskas revealed $45m would be pumped into marketing SA across Australia and the world.

This would include $15m next financial year to provide extra support to tourism businesses – over and above Labor’s election promise of $20m over two years.

Mr Malinauskas said it was time to welcome tourists back to SA.

Seal Bay Conservation Park on Kangaroo Island is one of the jewels in SA’s tourism crown. Picture: Ben Goode

“Our tourism businesses have been hit hard over the past two years with the visitor economy losing a quarter of its value,” he said.

“South Australians have picked up the slack by exploring their own backyard but borders are now open and it’s time to get interstate and international tourists back in SA.”

A new campaign for SA will be digital-focused and is described as “distinct, creative and long-term focused”.

Beautiful Barossa Valley is also popular with tourists. Picture: Josie Withers/South Australian Tourism Commission

The SA visitor economy was worth $8.1bn in December, 2019, before the pandemic struck but two years later, in December, 2021, had plunged almost 25 per cent to $6.2bn

However, average room occupancy hit 79 per cent in April, which Mr Malinauskas said was the first signs of a tourism recovery because it was the best month for hotels since the pandemic hit in early 2020.