SA tourism surges to $9.9B record, targets $12.8B by 2030

Wednesday, December 20, 2023

Looking back on 2023, there’s so much to celebrate – from the impressive rebound of our international market and the spotlight on SA in global events to the launch of a new local marketing campaign. These achievements have led us to a record-breaking $9.9 billion visitor economy, propelling us beyond recovery and driving us closer to our ambitious target of $12.8 billion in tourism by 2030.

A crucial part of this success is our commitment to boosting international visitation, now valued at $1 billion. This year, our roadshows showcased our state to key global markets, connecting local operators with industry leaders and media to promote South Australia worldwide.

Facilitating easier access to SA, we’ve reinstated flights to key tourism markets, resulting in nine international airlines currently serving Adelaide. Our efforts to expand this further in 2024 are ongoing.

Beyond the skies, our cruise season hit a new high with 103 ship visits, injecting a record $215 million into SA’s economy. Looking ahead, we anticipate 127 visits this season, indicating promising growth.

Regional tourism has thrived, with 10 of our 11 regions surpassing their 2025 targets. Despite varying recovery rates, overall expenditure has seen a notable increase over the last 22 months compared to 2019.

Our domestic marketing campaign, “Travel. Our Way.,” launched in September, has garnered positive feedback, enticing domestic markets to experience South Australia’s unique travel offerings.

In October, we hosted the Australian Tourism Export Council’s Meeting Place 2023, showcasing our diverse tourism attractions to buyers from across Australia.

Major events like AFL Gather Round, LIV Golf Adelaide, FIFA Women’s World Cup 2023 matches, and Harvest Rock have elevated SA’s profile nationally and internationally.

We’ve rallied together to support the Murray River regions devastated by last year’s unprecedented flooding. Thanks to everyone involved in this critical recovery effort, especially our Regional Tourism Managers, Pamela and Bill.

As I conclude my first year as CEO, I’m grateful for the support and excited about the potential of our state’s tourism. Looking ahead, I aim to solidify our identity as a tourist destination through a new long-term brand, enhance our offerings, organize impactful events, and continue advocating for tourism growth.

Wishing everyone a safe and joyful festive season and a prosperous 2024 ahead! Cheers!

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