Regional South Australia chasing $1bn tourism boost

South Australian government unveils the state’s first ever regional tourism strategy aimed at generating $1 billion in extra income.

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TOURISM in South Australia’s regions would be worth an additional $1 billion a year under a plan being spruiked by SA’s Tourism Commission and the State Government.

The Regional Visitor Strategy, the first of its type in the state’s history and obtained by the Sunday Mail, outlines the potential to grow regional visitor spending across 11 tourism regions from $2.6 billion to $3.55 billion and create 1000 extra jobs.

The report has outlined specific plans for each of the regions.

Tourism Minister, David Ridgway, argues success cannot be achieved with a one- size-fits-all tourism strategy.

“Currently SA’s regions generate 40 per cent of the state’s total $6.6 billion visitor expenditure and account for over 13,000 regional jobs,” Mr Ridgway said.

“However, our regions are all different, so it’s not a one-size-fits-all approach – it’s about an aligned effort.

“The strategy outlines new opportunities and challenges for tourism, and provides a blueprint for what needs to be done to drive the state forward.”

The plan identifies six areas that can help drive the growth in the state’s regional tourism hot spots – the Adelaide Hills, Barossa, Clare Valley, Eyre, Fleurieu and Yorke Peninsulas, Flinders Ranges and Outback, Kangaroo Island, Limestone Coast, Murray River, Lakes and Coorong, and the Riverland.

ON THE MAP: Mollydooker Wines CEO and winemaker Sarah Marquis, at her McLaren Vale vineyard. Picture: TAIT SCHMAAL

Mr Ridgway said the challenge for regional tourism was linking the dispersed regions so tourists travelled further and stayed longer.

“There is a constant challenge to upgrade our visitor offering because our visitors want enhanced and fresh experiences all the time,” he said.

“Getting investments into the regions is challenging and it’s one of the reasons why we went out before the election spruiking the opening of more national parks, bike trails and opening the reservoirs (for recreation) to provide a stream of tourists to give operators the confidence to invest.”

The report said spruiking regional SA’s food and wine experiences, unique accommodation, natural resources and accessibility to unique wildlife experiences were key pillars to growing the sector.

ourism Minister David Ridgway

Chair of the Regional Visitor Strategy Steering Committee, Helen Edwards, said the evidence-based strategy presents a unique opportunity for key players in every region to focus on their priorities, which are fundamental to delivering outstanding visitor experiences, economic growth and thriving communities.

“We need to be bold and seize the day,” Ms Edwards said. “There has never been a greater opportunity to build a sustainable future for regional tourism.”

SATC chief executive, Rodney Harrex, said no one understands the regions better than the local industry and their people. Department officials were therefore excited to build on their great work.

“While we have clearly defined regions, they are all connected through walking trails, bike tracks, tour operators and self-drive tours — the strategy is about building on these links,” Mr Harrex said. “SA is attracting more visitors who are spending more than ever before and the SATC will continue to work with the industry to keep this momentum.”

Mollydooker Wines chief executive, and McLaren Vale-based winemaker, Sarah Marquis said it would transform the area if more tourists were encouraged to visit.

“If we can get the popularity here on the map it will draw more visitors to our cellar doors and our producers, which can only be good,” she said. “I love how the government is putting more money to this. Wine Australia have also done a lot.”