South Australian tourism industry on track for 2030 economic plan

South Australia’s booming tourist sector is going from strength to strength – and will show off its “simple pleasures” at next year’s Australian Tourism Exchange.

Making a “vine change” – from Melbourne to SA’s Limestone Coast – is paying off for Kerry and Simon Meares of Coonawarra Experiences. Picture: Jamie McDonald

South Australia’s tourism industry is one of the state’s most dynamic and rapidly growing sectors, pumping $9.8 billion into the state’s economy in 2024 – and setting its sights even higher.

With a new Tourism Plan 2030 on the horizon, the sector is gearing up to reach a record $12.8 billion by the end of the decade. After a rapid recovery of almost 10,000 new jobs in 2023, the visitor economy now employs 41,600 jobs statewide.

Tourism’s benefits are shared across the state, with regional South Australia seeing visitor spend peaking at $4.7 billion, continuing to play a vital role in supporting local economies.

Interstate visitors reached a record $3.7 billion in expenditure in the most recent data to December 2024, while international visitors are returning strongly, with spend reaching a record $1.3 billion.

“There is real energy and momentum in our state in terms of its visitor economy,” South Australian Tourism Commission (SATC) chief executive Emma Terry says.

“In recent years, South Australia has seen remarkable growth – new luxury accommodation, vibrant festivals and direct international connections are elevating the visitor experience.”

South Australia has also seen a rise in hosting national forums. The Qantas Australian Tourism Awards held their 40th anniversary at the Convention Centre in March, while the Adelaide Oval hosted the 2025 Asia Pacific Hotel Industry Conference and Exhibition in May, bringing 1600 stakeholders to the South Australian capital from across the Asia Pacific region.

In 2026, the Convention Centre will host the Australian Tourism Exchange, bringing together 2500 delegates from across the country. “ATE26 will be a showcase of South Australia’s creativity, culture, and collaborative spirit,” Terry says.

“Hosting the event in Adelaide is a tremendous opportunity to share South Australia’s story with the world’s most influential travel buyers and media. We definitely have the spotlight on our state.”

South Australian Tourism Commission chief executive Emma Terry with Tourism Australia managing director Phillipa Harrison at the recent Australian Tourism Exchange in Brisbane. Picture: Supplied

The Visitor Economy Sector Plan is being updated following engagement with more than 400 members of the tourism industry across all 12 South Australian regions. “We wanted to make sure the plan still reflects the needs and aspirations of operators, local businesses and communities across the state,” Terry says.

“We see positioning the state as all of South Australia. There is strength in the entire offering. We know people enjoy spending time in Adelaide, but there are great opportunities out in our regions. Kangaroo Island and the Barossa are well regarded internationally, but lots of visitors travel into the Eyre Peninsula and head up into the Flinders Ranges and Outback.

“Including with our portion of the Murray River, we have a lot of opportunities that suit different market segments. That’s the beauty of our state – being able to tap into each one of those and direct the right audiences to them. We want to continue to build on that in this plan and into the future.”

The Plan will focus on three enduring pillars of South Australia’s tourism appeal: nature, food, wine and drink, and events and festivals. “We are affectionately known as the Festival State,” Terry says.

“We are well regarded for our events and festivals, both existing and some of the new ones like LIV Golf and Gather Round that have got the attention of the nation.

“Also, our own brand research shows we are regarded No.1 in Australia for our food and wine.

“There’s a great opportunity to build that out. But one area we aren’t as well known for – but have great opportunity in – is our nature.

“When you think about our wonderful coastlines and peninsulas, the hills and our Outback – they’re all in close proximity. That’s an area we want to build out in this iteration of the Plan over the next few years and make more of our natural icons.”

SATC is also working on a winter marketing campaign to encourage South Australians to experience the beauty of the regions during this time and support local economies.

“We want South Australia to be seen as a place of authentic moments, with real hospitality, creativity and natural wonder – a destination where every visitor feels welcome,” Terry says.

Log on here to learn more about the simple pleasures of South Australia.

SA delegates at the Australian Tourism Exchange in Brisbane

Spotlight shines on SA

The very best of South Australia will go on show to the world next year – courtesy of Tourism Australia’s largest annual trade event.

The 2026 Australian Tourism Exchange will be held in Adelaide in May, bringing more than 2500 industry delegates from around Australia and the world to learn first-hand about what SA has to offer.

The four-day conference will inject an estimated $14 million into the local economy – in the short term – and deliver further far-reaching benefits as delegates from 32 countries spread the word about SA’s appeal as a holiday destination.

Tourism Australia managing director Phillipa Harrison describes the showcase – which will be hosted in partnership with the South Australian Tourism Commission at the Adelaide Convention Centre from May 10 to 14, 2026 – as “an incredible opportunity” for SA.

“It’s our largest annual trade event,” she says. “It’s a chance for the tourism industry to get in touch with key tourism decision-makers from around the world and talk about all things Australian for four days.”

Adelaide last hosted the conference in 2018, and was announced as the host of ATE26 at this year’s event in Brisbane, which attracted 2800 delegates.

“The trade show is just going from strength to strength and getting bigger every single year so I do think there will be similar delegate numbers (in Adelaide),” Harrison says.

“It’s an incredible opportunity for South Australia. I think it does sort of supercharge the global understanding of South Australia as an incredible tourism destination – so we’re really excited to be bringing it to Adelaide.

“It’s a national show we move around the country but there is a real benefit for being the host state. There’s an immediate benefit – the event itself injects around $14 million to the host destination, with all of the delegates, all of the spend and the food and drink consumed at the many, many events that go on in and around it.”

Delegates enjoy a taste of South Australia at the recent Australian Tourism Exchange in Brisbane. Picture: Supplied

Harrison says the longer-term advantage comes from conference delegates spending “at least four days in and around Adelaide” and participating in various familiarisation programs.

“It’s a huge long-term boost to the visitor economy. We get people over for the four business days – the trade show – but then we also get them out to experience different parts of Australia,” she says.

“And I know that last time that Adelaide hosted ATE, I think about 700 of those buyers went out and enjoyed various experiences around South Australia.”

Harrison says South Australia and Adelaide “has an incredible story” to share at what is essentially a “show and tell for the world”.

“We often say in tourism that it’s much more important to show and not tell people how great Australia is – and this week is a real proof point,” she says. “Everybody knows Kangaroo Island, for example, so ATE not only reminds them of it, but also shows them what might be new and different on the island.”

Harrison says South Australia’s food and wine will again also feature prominently.

For more details log on to tourism.sa.gov.au

Kerry and Simon Meares, of Coonawarra Experiences. Picture: Jamie McDonald

Soaking up the SA experience

A “fork in the road” decision to swap the western suburbs of Melbourne for the rolling vineyards of South Australia’s Coonawarra continues to pay off for Simon and Kerry Meares.

The couple’s 2017 vine change saw them leap head-first into the tourism industry, with the establishment in Penola of accommodation and tour business Coonawarra Experiences allowing them to share their long-standing love of the area with others.

The pair offer personally-tailored packages highlighting the “simple pleasures” of the Limestone Coast – from local wineries through to Indigenous tours and natural attractions.

“Our backgrounds were nothing to do with tourism whatsoever,” Simon Meares, a former sales/IT professional, says. “We’d been visiting the region for probably 10 or so years beforehand just to enjoy the wine and the various festivals and events here.

“We’d been talking about running our own business, and bemoaning the fact there really wasn’t anybody doing or offering the service that we’re offering now.

“We loved the area and knew a lot of the operators so it seemed like a natural progression. So we sold our home in Footscray and moved across in 2017.”

During the ensuing eight years, the couple worked their way through the pandemic-related turmoil – where they relied exclusively on domestic visitors – through to a point where international and interstate tourists today make up almost 60 per cent of their clientele.