Tourism News

NEW ERA FOR KANGAROO ISLAND TOURISM

The opening of Australia’s first ‘super lodge’ on Kangaroo Island in April heralds a new era for the region’s – and the State’s – tourism industry.

Tourism Minister Jane Lomax-Smith says the $15 million Southern Ocean Lodge is a fantastic, top class development and a landmark investment.

“The lodge will act as a drawcard to attract more visitors from across Australia and overseas, bringing flow-on effects and benefits for the wider tourism industry,” she says.

“Southern Ocean Lodge is in a class of its own, offering a unique experience unparalleled in our State.

“It has already attracted wide interest and media attention nationally and internationally and it is not surprising that South Australians, as well as visitors from interstate and overseas, are already booking their holiday there for the months ahead.

“The State Government is committed to assisting the growth of the tourism industry, and has worked with Southern Ocean Lodge developers, Baillie Lodges, to make sure this world-class accommodation – which has already featured in the media both nationally and internationally – went ahead in the most sustainable way possible.

“Attracting world-class tourism developments such as Southern Ocean Lodge to South Australia is an important step towards achieving our target of boosting tourist expenditure to $6.3 billion by the end of 2014.

“High end tourists are always searching for new exciting destinations and Southern Ocean Lodge already has good bookings for the next 12 months.

“The State Government is committed to working with developers to ensure more stand-out tourism developments go ahead over the next few years.

“Tourism is a huge growth industry for South Australia, and we will work to ensure that momentum continues.”

Minister Lomax-Smith says the latest figures shows international holiday visitor nights were up 14% in 2007, compared to the previous 12-month period, while the number of interstate visitors coming to our State was up 4% in 2007, compared to a 2% drop nationally.

Located at Hanson Bay on Kangaroo Island’s south west coast, Southern Ocean Lodge offers stunning ocean views from its twenty-one luxury suites, and adjoins Flinders Chase and Kelly Hill National Parks.

Included in the tariff is personalised experiential touring of the Island’s unique natural attractions, as well as all meals and South Australian wines. The Lodge also offers a day spa, bar and restaurant.

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


SA TOURISM GOES FROM STRENGTH TO STRENGTH IN EUROPE

More Germans are choosing to holiday in South Australia and Tourism Minister Dr Jane Lomax-Smith hoped to further raise the State’s profile during a brief visit to Germany in April.

Minister Lomax-Smith met with leading German holiday wholesalers and was interviewed by three tourism trade magazines while in Frankfurt, Germany for a major convention in April.

“German visitors to South Australia have increased from 31,800 in 2003 to 35,200 in 2007 – an increase of 11% over the past four years,” Minister Lomax-Smith says.

“The most recent International Visitor Survey figures show German visitors contribute $25 million to the South Australian economy, making this a vital market to continue to target into the future.

“Almost one in every four German visitors to Australia come to South Australia and they tend to visit many of the State’s regions.

“Future estimates are also positive, with predictions that Germany will continue to be a key market for South Australia in the next 10 years.”

Minister Lomax-Smith also met with representatives from Singapore Airlines – one of only two international carriers to fly daily into Adelaide from Europe.

“We are pleased to work cooperatively with Singapore Airlines on joint marketing campaigns aimed at increasing international visitors to the State.

“A Memorandum of Understanding with the airline, extending to March 2010, was signed late last year, giving us an ideal opportunity to put in place even more innovative marketing campaigns.

“We like to show off our State’s unspoiled nature and wildlife, authentic Outback, good living, and opportunities for working holidays.

“These campaigns play a major role in marketing South Australia in the UK and Europe, encouraging more visitors to experience the State.

“Any campaigns that can position South Australia as a must-see destination in the European market, as well as promoting Adelaide as a gateway to start an Australian experience, are extremely positive.

“Singapore Airlines has been a strong supporter of South Australia for many years. They are a valued partner with a very strong international brand and loyal consumer base. The airline has been extremely pro-active in including Adelaide on its international schedule.

“We will continue to lobby for more international flights from current carriers to SA, as well as enticing new airlines to fly here, a critical factor in improving international visitor numbers.”

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

BAROSSA SHINES ON WORLD TRAVEL STAGE

South Australia’s Barossa has outshone international tourist locations to make the New York Times’ list of 53 “must-see” destinations for 2008.

The Barossa was the only Australian destination on the acclaimed list and was chosen as a favourite along with the likes of the Maldives, Prague, Easter Island, London and Vietnam.

The New York Times is recognised as having one of the world’s most respected travel sections and with a circulation of more than one million, the inclusion of the Barossa is a coup for the region and South Australia.

The article heaps praise on the Barossa as one of the world’s oldest Shiraz regions and also describes Adelaide as a “foodie” destination.

Tourism Minister Jane Lomax-Smith says the Barossa is one of the State’s tourism gems and this international recognition will ensure its attractions are publicised to the world.

“We all know what the Barossa has to offer and now we can proudly show this off to the world. The New York Times is a high-calibre publication and each year the travel list edition is extremely popular,” she says.

“The inclusion of the Barossa highlights how the State’s tourism experiences are becoming more and more competitive on an international stage.”

Only last month a new reward card was launched in the Barossa, capitalising on the booming food and wine industries in the region.

The Butcher, Baker, Winemaker Trail Card has been developed to offer food and wine lovers a taste of all things gourmet in the Barossa, and will further strengthen the region’s reputation as the home of Australian wine and food.

Minister Lomax-Smith says the State Government, through the South Australian Tourism Commission and regional marketing organisations, continues to develop targeted and innovative marketing initiatives to attract international visitors in key target markets.

“We are always looking at new ways to get the attention of international travel audiences in what is an increasingly competitive market,” she says.

“South Australia’s recent international visitor statistics, released in March, 2008 showed a rise in visitors from the US and this latest accolade can only help to boost these figures.”

The Barossa also recorded impressive international visitor statistics in 2007, with visitor nights up 21 per cent, from 45,000 in 2006 to 115,000 in 2007.

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

UK EXHIBITION TO SHOWCASE SA LANDMARKS

South Australia will be captured through the lens of four award-winning travel photographers and the best photos will be exhibited in London in May next year.

The iconic images also will feature in a special supplement on South Australia to appear in the highly-regarded Wanderlust travel magazine – billed as ‘the magazine for people with a passion for travel’.

Tourism Minister Jane Lomax-Smith announced the coup from London en-route to Germany and France to lead two South Australian delegations during an eight-day visit in April.

Four amateur-category winners in the Wanderlust Travel Photo of the Year competition, announced in February, have won tailor-made trips to South Australia to undertake a photo commission.

“The Wanderlust Travel Photo of the Year competition is the UK’s longest-running amateur travel photography competition,” Minister Lomax-Smith says.

“This year, more than 6000 entries, which were reportedly of the highest standard ever seen, were received.

“Our sponsorship of competitions such as this helps to increase international awareness of South Australia and all it has to offer.

“Winners will come here to capture images of our natural wonders, to feature in an exhibition and a magazine supplement on South Australia.

“This will showcase our State and, we hope, inspire readers of Wanderlust to visit.

“Innovative State Government marketing campaigns in the lucrative UK market are helping to boost tourism and migration to South Australia.

“The UK is the largest single source of international visitors to South Australia, accounting for 20% of international tourists.

“UK visitors spent $69 million in South Australia in 2007, proof that the UK market is key to the growth of tourism in South Australia well into the future.

“The UK is also our State’s number one source for migrants, accounting for a quarter of all permanent settler arrivals during 2006-07.”

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


CAMPAIGN GENERATES $1M IN MEDIA COVERAGE

An innovative State Government marketing campaign to boost migration to the State has so far generated more than $1 million in media coverage.

Tourism Minister Jane Lomax-Smith says the campaign which uses slogans such as ‘Sod London House Prices. Hello Adelaide’ has generated significant interest in the United Kingdom.

Minister Lomax-Smith, a former Londoner who was in London for two days during April, undertook a number of UK interviews to further promote South Australia as a great place to live and work.

“The campaign’s cheeky approach has made it the topic of conversation in the UK as it tries to tap into the frustrations of London living by highlighting traffic and weather woes.

“In those moments of frustration as they’re stuck in traffic or trudging through sleet, we want Londoners to think about living, working and holidaying in South Australia.

“Adelaide has been listed as the third most liveable city in the world with 300 days of sunshine a year and average winter temperatures of 16C.

“On top of that, we are on the cusp of a mining and energy-led resource boom and have many skilled job opportunities for UK migrants.

“The UK is already our State’s number one source for migrants, accounting for a quarter of all permanent settler arrivals during 2006-07. We want to build on that.

“This clever campaign, the brainchild of South Australia’s Agent General Mr Bill Muirhead, has generated a four-fold return on investment, making it a great success.

“I was even interviewed on the UK’s most popular breakfast TV show, GMTV, which beamed images of South Australia into homes across Britain.

“While the target of the ongoing campaign is to support increased migration, there is naturally an important spin-off effect with tourism promotion.

“The UK is the largest single source of international visitors to South Australia, accounting for 20% of the market. UK visitors spent $69m in South Australia in 2007.

“The challenge is to build on the UK’s number one status and deliver something really special to grab the attention of our audience in a highly competitive international marketplace.”

“We are continuing to spread the word about South Australia’s brilliant blend of holiday and migration attractions via innovative, targeted international tourism marketing.”

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

 

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