Tourism News

A RECORD YEAR FOR SA TOURISM

More international tourists visited South Australia last year than ever before in the State’s history, new statistics reveal.

It comes as even more tourists are set to make their way to South Australia for upcoming events such as the International Rugby Sevens Adelaide, the Adelaide Cabaret Festival and the Australasian Masters Games.

Tourism Minister Jane Lomax-Smith says the State is buzzing from a stellar year for tourism in 2006 and a brilliant line-up of major events in 2007.

“It’s all happening in Adelaide and South Australia and the word is spreading around the world with help from our international marketing campaigns,” Dr Lomax-Smith says.

“The Tour Down Under was a success again this year, we had record crowds at the Clipsal 500 Adelaide, and the 2007 World Police & Fire Games last month brought thousands of participants and visitors from almost 60 countries to our State.

“We had visitors from the United States, Canada, Spain, the United Kingdom, Hong Kong, Russia, South Africa, Finland as well as countries such as Kazakhstan and Iceland.

“South Australia is not only attracting international tourists in record numbers right now, but our growth in visitor numbers well and truly outstrips the national trend.

“Today’s International Visitor Survey shows South Australia attracted 364,700 international visitors in the 12 months to December 2006, up 9% on the previous year compared to a 1% rise nationally.

“The number of nights spent in our State by international visitors during 2006 also climbed – up 12% on the previous 12 months to 7.1 million.

“These survey results are fantastic news for our tourism industry and the State’s economy. They clearly indicate our international marketing strategies are hitting the mark.

“More tourists coming to our State means more people staying in our hotels, more people filling our restaurants and shops and more jobs for South Australians.

“The rise in international visitors also demonstrates the importance of the Rann Government’s investment in world class events which are a proven draw card for international visitors.

“The South Australian Government is also committed to increasing the number of international flights arriving at our new $260 million state-of-the-art airport.

“Twenty-four international flights per week now arrive at Adelaide Airport – up from 13 at the beginning of 2003.”

For more information please call Julia Angove on 08 8463 4610 or 0434 473 900.
 

GOODBYE FIREFIGHTERS, HELLO RUGBY FANS

South Australia is preparing for its next influx of tourists – this time to witness the spectacle of International Rugby Sevens as Adelaide hosts a two-day leg of the sport’s prestigious World Series.

And more than 20,000 tickets already have been sold for the rugby extravaganza, with 15 percent of sales from interstate and overseas fans, positioning South Australia as a rugby State.

The Easter weekend event comes as the State bids a warm farewell to thousands of fire fighters, police and corrections officers following the enormously successful 2007 World Police & Fire Games.

Hosting more than 12,000 competitors and tourists here for the 2007 World Police & Fire Games injected $30 million into the State’s economy.

Later this year, the Festival of Ideas, Cabaret Festival, The Great Australian Outback Cattle Drive, Australasian Masters Games, International Guitar Festival and more will draw thousands of people.

Premier Mike Rann says the State’s retail, tourism and hospitality industries are reaping the benefits of the major boom in events for South Australia.

“Our government is working hard to build on the number of major events in South Australia because we know that they generate business for our restaurants, hotels, shops and cafes.

“Our last State Budget provided an extra $19m over four years towards arts venue improvements as well as funds to support ongoing events, new events and help us attract and promote a year-round calendar of major events in South Australia.

“Last year, we had a record number of international tourists visit South Australia and we want even more people to come and experience the brilliant blend we have on offer.

“The Rugby Sevens will help to propel Adelaide onto the world sporting stage, with 16 teams, including current title holder Fiji, New Zealand, England and South Africa, to contest 44 matches over two days.

“Not only will we welcome tourists in person, but an audience of about 187 million homes in 130 countries will be watching the broadcast and images of Adelaide.

“The State Government’s $2.5m commitment ensures the event will be held annually in Adelaide until 2011 and paves the way for the growth of the sport in South Australia.

“Our government is proud to support this globally recognised event and hopes to attract more international rugby to the State.”

The International Rugby Board Sevens World Series will be held at Adelaide Oval. Adelaide features on an 8-leg international calendar alongside the likes of London, Dubai, Hong Kong and the USA.

For more information please call Michele D’Aloia on 08 8463 4695.




AIR NEW ZEALAND INCREASES FLIGHTS TO ADELAIDE

Air New Zealand's services between Auckland and Adelaide are performing so well the airline is adding another two return flights, moving to five services per week.

Air New Zealand Group General Manager Short Haul Airline Norm Thompson said bookings between Auckland and Adelaide had been consistently strong since the airline launched the service on 26 March last year.

"We are now in a position to add another two flights to our schedule to meet the growing demand from both New Zealand and South Australia," said Mr Thompson.

The two additional services will start on 29 October 2007 and operate on Mondays and Thursdays in addition to the current Tuesday, Friday and Sunday services.

"Adelaide has become a popular destination for New Zealanders wanting to explore other parts of Australia that aren't too far away. The five-hour flight has made Adelaide an appealing destination for both families and travellers seeking a long weekend break.

"Although many flock to Adelaide's famous wine region, the Barossa, lots of others are attracted to the vibrant festival scene and a wide range of year-round activities," said Mr Thompson.

For more information please call Julia Angove on 08 8463 4610 or 0434 473 900.




KANGAROO ISLAND IS AUSTRALIA'S BEST FOOD DESTINATION

Kangaroo Island has been named Australia’s Best Regional Food Destination at the Vogue Entertaining and Travel Audi Produce Awards.

Tourism Minister Jane Lomax-Smith says the national award is a prestigious accolade for Kangaroo Island.

“In the past three to four years, there has been a commitment to promote the fantastic food and wine available on Kangaroo Island,” she says.

“South Australians have always known the quality of food and wine from Kangaroo Island is superb and this is now recognised on a national scale.

“The award also acknowledges the commitment of Kangaroo Island’s primary producers, the Kangaroo Island Grapegrowers and Wine Association Good Food Kangaroo Island and Tourism Kangaroo Island.”

Minister Lomax-Smith says the State Government, through the South Australian Tourism Commission (SATC), regularly encouraged international and national media to visit Kangaroo Island.

“We have worked hard to raise the profile of all industries on Kangaroo Island and this has paid off with the Award, which was judged by some of the nation’s best-known food identities,” she says.

The Minister also paid tribute to Food SA’s regional food group program, run out of the Primary Industries and Resources SA. Food SA employs 12 regional Food Industry Development Officers (FIDOs), who are based with Regional Development Boards or similar organisations, and deliver a range of services to assist regional producers expand and add value to their business.

“Good Food Kangaroo Island has worked with producers on the Island to open up their businesses to tourists nationally and internationally,” she says.

“Promoting and encouraging primary producers in the regions is high on the agenda for Food SA and this Award recognises the effectiveness of this important program.”

The Vogue Entertaining and Travel Audi Produce Awards reward and acknowledge outstanding producers who “create the vibrant food culture” enjoyed in Australia.

The Regional Award is for an Australian food group or individual who has successfully created a culinary destination and identity for a region by actively encouraging a support network for its food community.

Judges for the Awards included some of Australia’s best-known food identities, such as Maggie Beer, Cheong Liew, Matt Moran for Aria Restaurant in Sydney and Simon Marnie from ABC in Sydney.

Tourism Kangaroo Island’s Regional Marketing Manager, David Honner says the award recognises the evolution of Kangaroo Island’s produce from a bee sanctuary to a leader in food and wine.

“Kangaroo Island’s economy is built on agriculture, and these same generational farms are now offering some of the best hand-made produce in the world, including quality dairy, seafood and of course, honey,” he says.

“First-time visitors to Kangaroo Island are surprised to find a burgeoning wine industry, with some of the most scenic cellar doors in the world, and a fantastic range of produce and food businesses that are open to the public as tourist destinations.”

Good Food Kangaroo Island’s Food Industry Development Officer, Justin Harmon, who accepted the award, says credit needs to go to producers who diversified from general farming more than 10 years ago to develop a vibrant food and wine industry.

“Our original producers set a benchmark 14 years ago and should be congratulated for their commitment to the industry on Kangaroo Island,” he says.

“For the past few years, we have also concentrated on promoting food and wine businesses as tourism attractions and this is also paying off.

“The Award is testament to the fact that not only do we have some of the best produce in Australia but we now have first-class tourism attractions that compliment the industry.”

South Australia’s Joseph First Run Extra Virgin Olive Oil was also a winner in the “consistently excellent product” category at the Vogue Entertaining + Travel Audi Produce Awards 2007.

For more information please call Julia Angove on 08 8463 4610 or 0434 473 900.




TOURISM IS TAKING ON THE VICS

The South Australian Tourism Commission (SATC) has embarked on one of its boldest tourism campaigns aimed at enticing more Victorians to the State.

The My Brilliant Adventure promotion has kicked off with four lucky Victorians embarking on a trip of a lifetime around South Australia.

The promotion has been developed to resemble the highly successful Amazing Race reality television series.

Victorians were asked to produce a mobile phone video to enter the competition via southaustralia.com, culminating in the four winners experiencing the State’s iconic tourist attractions during a two-week “money can’t buy” adventure.

During the two weeks, the four contestants are required to enter a travel diary via the southaustralia.com website, and are also being issued with various challenges at each destination. The public are also involved in the competition and will be encouraged to vote for the best “tourist” via southaustralia.com

The two-week trip commenced on Sunday March 25, 2007 and concludes on Sunday April 8, 2007.

The four “adventurers” are Nigel “Coops” Cooper, his wife Shannon “Molly” O’Shea, Paul Mackey and Emily Shurey. All are from Melbourne and are accompanied by Alex Lee – sister of radio personality Andy Lee of Hamish and Andy fame (Austereo drive program).

Alex is reporting back highlights of the two-week trip on the Hamish and Andy drive program in Adelaide and Melbourne. Blogs of the adventure can also been seen on the SATC’s website, southaustralia.com.

SATC General Manager Marketing, Ms Trudy McGowan, says the promotion is aimed at increasing awareness of South Australia as a holiday destination.

“The Victorian tourism market has been identified by the SATC as the one with the most potential for growth,” she says.

“This promotion has been developed to show off the State’s brilliant attractions and to highlight that South Australia is a holiday destination full of adventure and fun.”

Ms McGowan says the promotion also utilises the latest technology, with a focus on the use of mobile phones and the internet.

“The online environment is vital to the future of the tourism industry with a large percentage of internet users investigating travel opportunities via the web,” she says.

“In June 2006, Roy Morgan Research found that, among Australians aged 18 and over who were planning to take a trip in the next 12 months and had access to the internet, 39 per cent used the internet to research their holiday.

“Added to this is the fact that generation Y and X are extremely tech-savvy. We need to embrace technology to promote tourism and this campaign is aimed at people who love to travel, love adventure and who use the latest technology in everyday life.

“This promotion will not only highlight that South Australia is a fantastic place to visit, but that we are also leading the way in the use of technology to promote tourism.”

The four “tourists” are visiting all of South Australia’s top destinations and the trip has been timed to coincide with the start of the Fringe Festival, and conclude with the International Rugby Sevens World Series.

The itinerary includes house boating on the Murray River, cycling the Riesling Trail in the Clare Valley, a visit to the Flinders Ranges, swimming with the sea lions at Baird Bay, wine tasting in the Barossa, sand boarding at Little Sahara on Kangaroo Island, and noodling for opals at Coober Pedy.

“This really is an innovative way to increase exposure and awareness of South Australia and to also showcase that we have so many brilliant tourism experiences,” Ms McGowan says.

The public can view the daily blogs from the trip on www.southaustralia.com, where they can also vote for their favourite “tourist”.

For more information please call Julia Angove on 08 8463 4610.

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