The $8b pledge: that’s what tourism is worth to South Australia

SOUTH Australian Tourism Commission CEO Rodney Harrex says the commission’s sights are firmly set on hitting the $8 billion mark in less than two years, after the earned a record-breaking $6.6 billion this year.

• Victorian company wins SA Tourism Commission advertising deal
• Bringing SA’s natural and unique attractions to the world stage

A TOTAL of $8 billion — that’s the magic number South Australia’s tourism industry is aiming to pump into the state’s visitor economy each year by 2020.

SA Tourism Commission chief executive Rodney Harrex told the Sunday Mail the commission’s sights were firmly set on hitting that figure after a record-breaking $6.6 billion mark this year, with $1.1 billion spent by overseas visitors.

“Our wonderful tourism operators never fail to impress and through our strategic marketing campaigns, people around the world and across the border are hearing about our tourism experiences and making the decision to visit,” he said.

SA Tourism has set its sights on increasing the state’s visitor economy to $8 billion.

“The ($6.6 billion) result can be attributed to a concerted effort in a few critical areas — the growth in aviation access, product improvements and upgrades, targeted marketing campaigns, our growing digital marketing presence, our successful bidding for major events and conferences, and tourism operators committed to delivering excellent experiences.”

Mr Harrex has told the latest edition of the New Adelaide magazine — which will be available online at newadelaide.com.au from tomorrow — that SA is welcoming more visitors than ever before.

“It’s the quality of what you get here in SA that really sets us apart,” he said.

SA Tourism Commission chief executive Rodney Harrex.

“And it’s all so accessible. Less than an hour away from our city, you can indulge in one of the world’s greatest wine experiences.

“But it’s our diversity, too. You want to swim with a shark in a cage? It’s the only place in Australia where you can.”

New Adelaide has dedicated its eighth issue to the beauty of the 11 regional tourism regions that SA has to offer, from the Adelaide Hills, to the Flinders Ranges; Barossa Valley to Fleurieu Peninsula and beyond.

But, Mr Harrex said, while there were the clearly defined regions, many were connected through walking trails, bike tracks and self-drive tours.

The Heysen Trail winds some 1200km from Cape Jervis to Parachilna Gorge traversing coastal areas, bushland and historic towns.

The Lavender Federation Trail is another makes its way 325km of bushland from Murray Bridge to Clare Valley.

Mr Harrex said it was for this reason that travel bibles such as Lonely Planet and Conde Nast Traveller consistently ranked South Australia in their must-see destinations.

Tourism added a record-breaking $6.6 billion to the South Australian economy this year.

His commitment to the $8 billion target came in the same week the SATC announced that Wilpena Pound, Kangaroo Island and Coffin Bay were among 60 key tourism sites about to switch on a free wi-fi service, thanks to a partnership with Telstra.

The initiative allows free access to unlimited data for one hour a day using their smart phone, mobile device or laptop.

“We want our visitors to be mini-ambassadors for our state, sharing their trip on social media,” Mr Harrex said. “A picture is worth a thousand words and #SeeSouthAustralia is quickly becoming a global resource where people plan their holidays, recreate images or share their experiences with their friends.”

Among the secrets of the 11 regions revealed in New Adelaide are:

■ The River Murray Walk, which is an exploration of the river, its creeks and red gum forests from Renmark;

■ The surge of gruner veltliner white wine varietals in the Adelaide Hills as well as off-grid “pod-style” accommodation;

■ The Butcher, Baker, Winemaker Trail through the Barossa;

■ The incredible d’Arenberg Cube on the Fleurieu Peninsula;

■ The brightly painted silos at Kimba on the Eyre Peninsula;

■ The Bend Motorsport Park at Tailem Bend in the Murray district, and;

■ The Orrie Cowie Sheep Stud on the Yorke Peninsula, which gives visitors an insight into a working farm.