SA Tourism industry at all-time high, riding on success of major events and interstate visitors

Tourists have grown the state’s visitor economy to an all-time-high of $6.9 billion – with much of that success coming from interstate guests and major events like the Tour Down Under.

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Cashed-up tourists are flocking to South Australia’s regional attractions in record numbers, boosting the state’s visitor economy to an all-time high of $6.9 billion.

Interstate visitors are leading the spending surge with the Tour Down Under as one of the state’s biggest drawcards, new tourism figures released today reveal.

Tourism Research Australia data shows that more than 2.7 million domestic travellers visited Adelaide alone – and splurged a record $2.3 billion in the 12 months to September last year.

The rise in popularity for business travel, as well as growth in Chinese tourism markets has also put the state on target to reach an $8 billion visitor economy by 2020.

The record $6.9 billion spend combines contributions from domestic and international visitors, as well as $1.6 billion in day-trip expenditure.

Acting state Tourism Minister David Pisoni said the figures were a testament to the hard work and passion of thousands of local tourism operators.

“When we attract more tourists to experience the wonders of South Australia and our world-class events we grow our economy and help create more local jobs,’’ Mr Pisoni said.

Domestic tourism rose by seven per cent to 6.6 million visitors, led by tourists from NSW, Victoria and Queensland. And international visitors and spending were up four per cent on last year, contributing $1.1 billion to the state.

Chinese tourists splashed an extra 15 per cent on their trips, bringing the total to $426 million. There was also strong growth in visitors from the UK, US and New Zealand.

International visits to some of the state’s most picturesque locations including the River Murray, Lakes and Coorong, the Riverland and famous Barossa Valley wine region all increased by more than 50 per cent.

Major drawcards such as the Tour Down Under have been credited for the increase in domestic and international tourists. Picture: Bianca De Marchi

Federal Tourism Minister Simon Birmingham said the latest statistics show growth in the number of tourists travelling outside of Adelaide.

He also attributed major drawcards like the TDU to SA’s popularity among international and domestic visitors.

“Next week we will once again see thousands of cycling lovers from across the globe and Australia travel to our state and inject millions into our local businesses and the overall economy,” Mr Birmingham said.

“With the Tour Down Under, we also get the added bonus of people staying a few extra days after the race –  whether it be across the Fleurieu, in the Barossa Valley or up at the Riverland, which is also great for these regions.”

The TDU last year injected $63.7 million into the economy, according to independent data.

SA Tourism Commission chief executive Rodney Harrex said the impressive tourism figures put the state on target to achieve an $8 billion visitor economy, outlined in the 2020 state tourism plan.

“It is vital that this momentum continues,” Mr Harrex said.

Tourism and Transport Forum CEO Margy Osmond said the TDU was now a major driver of visitation to the state, and continued to serve as another opportunity to highlight regional tourism, alongside food and wine experiences.

“The Tour Down Under is a stark reminder of the role major events play in delivering year-round visitation and economic growth,” Ms Osmond said.

“Continued investment in tourism marketing and major events is crucial to maintaining South Australia’s competitiveness,” she added.

Key changes in South Australia

■ Overnight visitors coming from interstate and intrastate for holidays and business increased.

■ Interstate visitors from Victoria and Queensland and the number of nights spent have risen.

■ Domestic travellers are increasingly choosing to stay in rented accommodation, their own properties or with friends and relatives than in traditional accommodation.

■ In Adelaide, tourists are spending on average $253 a person a night on accommodation, and $826 during their stay

■ International visitors to South Australia have the third highest trip expenditure across the country. On average, they spend $2494 during their stay, falling just short of visitors to the ACT , who splash $2587 and those in Victoria, who spend $2763.

■ Business traveller numbers have increased by a third to 426,000.

■ Interstate travellers are travelling more by air than by road.

 

TDU routes are trails of tourist cash

Cash registers as well as cow bells will be ringing as Tour Down Under cyclists leave a trail of tourism dollars in their wake.

This month’s boom is on two levels. Firstly, tens of thousands of people will flock to sites across the city, suburbs, coast, hills and southern vales, churning millions of dollars through happy cafes and stores fortunate enough to be en route.

Then there is the branding aspect as people across the world, particularly in winter-locked Europe and Britain, tune in on TV to see blue skies, green vineyards, white sand beaches and cyclists being cheered on by fans in shorts and sunhats — as they think about their next holiday.

Courtney Alderson and Damon de Ruiter are eagerly anticipating the arrival of the Tour Down Under in Angaston. Picture: Bianca De Marchi

Roaring 40’s Cafe owner Damon de Ruiter said next Wednesday’s Stage 2 ending near his front door on Murray St, Angaston, would see thousands descend on the town.

“People get here very early to set up in prime positions, then you get the masses following the bikes. It’s a flood,” he said.

“For a village like ours it’s fantastic. We’ve got cafes, pubs, an award-winning butcher, the cheese shop and more who all benefit. People drop by and like what they see and they come back.”

Damon represented Australia in the world pizza awards in Las Vegas in 2010 after winning the national title and is looking forward to a full day of orders from bike fans.

It is a story repeated across the TDU routes.

Adelaide Hills Council community and customer service director David Waters said the worldwide exposure from TV coverage was invaluable, while the day’s influx of visitors was an upfront windfall for businesses.

“It is about showcasing the Hills to an international audience thinking about their next holiday, as well as people who come on the day to towns in the Hills, like what they see and come back,” he said.

Mr Waters noted the Stirling stage last year saw an estimated 107,000 fans turn out despite a 38C day, and had high hopes that thousands would again head to the Hills for next Thursday’s Lobethal-Uraidla challenge.

The 2018 Stirling stage of the Tour Down Under drew an estimated 107,000 fans. Picture: Sarah Reed

Norwood Payneham and St Peters Council Mayor Robert Bria is anticipating up to 7000 people at Monday’s free street party prior to the Norwood-Angaston stage next Wednesday.

Mr Bria expected more than 20,000 people on The Parade for the stage start, after the equivalent stage last year drew an estimated 115,000 fans along the route.

Mr Bria said it would be the thirteenth year Norwood had hosted the start of a TDU stage.

“Norwood is known as the ‘home of cycling’ in South Australia and deservedly so,” he said.

“It is home to the oldest cycling club in the southern hemisphere, as well as the first velodrome in South Australia.

“The Santos Tour Down Under is a fantastic international sporting event and the biggest cycling race in the southern hemisphere.

“We’re thrilled to host the Stage 2 start on The Parade and hope that residents and visitors will celebrate with us at the street party.”

The Parade will be closed to traffic on Monday from 9am to 2am, and on Wednesday from 6am-1.30pm for the stage start.

Port primed for a TDU cycling celebration

Port Adelaide Enfield Mayor Claire Boan with performers Incognito, left, and The Director, right, and cycling fan Greg Sproule. Picture: AAP / Brenton Edwards

Port Adelaide’s biggest party is stepping up a gear this year, with the Tour Down Under celebrating its Stage 1 finish in the historic centre’s heart.

Organisers are expecting big crowds at the Peloton at the Port after-party on Tuesday at the finish line.

It is a step up from last year’s pre-race breakfast party, which heralded the TDU’s return to the Port for the first time in 20 years.

Port Adelaide Enfield Mayor Claire Boan said it was an honour to host the first finish-line party of this year’s Tour.

“We’re delighted to be hosting the Stage 1 race finish,” she said. “It presents a great opportunity to not only show off Port Adelaide to the world, but to attract more people to the area.

“We hope visitors will come to see the race, enjoy the party and come back again in future.”

Cyclist Greg Sproule is looking forward to seeing his home town “come alive”.

“It will be great to see so many cyclists out in Port Adelaide, to soak up the atmosphere and rub shoulders with the world’s race superstars,” Mr Sproule, 34, said.