sa tourism commission jobs

Current job opportunities available below. You can also keep an eye out for career updates by following us on LinkedIn . 

Here at the South Australian Tourism Commission, we do things a little differently. 

South Australia is our passion – a place where we win hearts, grow futures and change minds. 

We work as a team to share the very best of our Great State across our country, and the world – to deliver outstanding results for the tourism industry. 

We are a government agency responsible for leading and growing South Australia’s visitor economy. Achieving our goals is made possible thanks to the passionate and curious team of people who work here. The majority of our team is based in Adelaide – however, we have experts based around the world who help promote South Australia as a leading tourism destination internationally.

To find out more, see our purpose and mission . You can learn more about our business groups , including Events South Australia, Marketing, and Destination Development.

Rich in diversity, with a wide range of roles, responsibilities and clients, the South Australian Government employs more than 100,000 South Australians, making it the largest employer in the state. Visit iworkfor.sa.gov.au for more information and to view jobs across the SA public sector.

Find out more about our values and what it’s like to work at the SATC.

We thrive on taking risks and enjoy stepping outside our comfort zone. We embrace ambiguity and fail fast to learn. We’re confident, brave and always back ourselves to deliver what we say we will.

WOMADelaide 2018, Botanic Park, Adelaide Image Credit: Grant Hancock

We never settle for simply scratching the surface. We’re hungry for knowledge, fresh ideas and innovations.

We’re innately curious at heart. We ask the right questions to get the right outcomes and go the extra mile to deliver them.

Coober Pedy, Flinders Ranges & Outback Image Credit: Callum Jackson

We have a passion for excellence and exceeding expectations. We all want South Australia to be the very best it can be and work with dedication, spirit and intensity to achieve our goals. We care for those around us and actively energise and support one another.

Port Lincoln, Eyre Peninsula Image Credit: Jem Cresswell

We believe there’s nothing we can’t do as a team. Relentlessly positive and always confident and resourceful in the face of challenges, we have bold aspirations and go after them with optimism, tenacity and purpose.

Port Noarlunga, Fleurieu Peninsula Image Credit: Luke Greaves

Why choose us?

A wide range of employee benefits are also available including:

• Chance to volunteer and participate in SATC events like the internationally renowned Santos Tour Down Under
• Opportunity to join a fun and active social club
• Professional development and study assistance
• Access to a free and confidential employee assistance program
• Annual flu vaccinations
• Casual Fridays (with a gold coin donation towards a nominated charity).

APPLICATION GUIDANCE

We seek people whose skills, knowledge and experience will enable the success of our goals as well as people who thrive working as part of a team and who share our love of South Australia.

Our position descriptions are carefully considered and the essential and desirable criteria outline what we are looking for from a candidate. Candidates are shortlisted on the basis of how well they fulfil the criteria: you must provide examples to demonstrate your ability to meet these in your application. Pay close attention to what is requested from applications in the job advertisement - some will require more detail than others.

We provide detailed position descriptions to give candidates a clear indication of the role, however a contact name is also listed if you require additional information prior to applying.

We ask that applications are received either as .doc, .dox or .pdf files. We don’t have any requirements regarding the layout of your application; you should choose a layout which best showcases your suitability for the role and most importantly addresses the criteria listed in the position description.

Given we usually receive a very high response rate to our vacancies, we do ask that:

• Covering letters are kept to a maximum of two pages
• CVs are kept to a maximum of four pages 

It is important to ensure your application is received before the closing date and is sent to the contact/address listed on the job advert.

Applications sent directly to the  [email protected]  inbox will receive an automatic acknowledgment when received, however due to the large number of applications received only those applicants short listed by the Selection Panel for an interview will be contacted further.

Student placements

We recognise the importance of developing emerging talent and supporting the next generation of tourism professionals from South Australia. We work with local higher education providers to offer placements to students currently enrolled in courses related to tourism, marketing and events.  

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South Australian Tourism Commission

The South Australian Tourism Commission (SATC) markets South Australia as a holiday destination nationally and internationally and builds the state's events calendar by securing, developing and expanding major events and festivals to grow the visitor economy and create jobs for the state.

Chief Executive: Emma Terry

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To play a small role in connecting people and making industry staffing a little easier, SATSA’s Tourism Job Corner displays vacancies as well as profiles of candidates looking for new opportunities. Essentially employers can look for candidates and candidates can look for jobs.  

When confidentiality is required, we are able to keep the details of either the company or the candidate confidential.  

To access this platform employers can submit job profiles (indicating if confidentiality is required), and candidates can submit a short profile focussing on experience, skills, education, and career ambitions.  

Please submit to  [email protected]  and/or  [email protected] .

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Press Releases 

South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism.

O O ur commitment

We are committed to meaningfully contributing to the government's objectives of inclusive economic growth, sustainable job creation, and redistribution and transformation of the industry through:

• Increasing the number of tourists who visit our country
• Increasing the geographic spread, length of stay and spend of all visitors
• Improving seasonal arrival patterns
• Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector

Our footprint

The organisation has grown from a few offices around the world to having operations in 13 international markets, with a mandate to market and share all that is unique, warm, and beautiful about South Africa.

South Africa on social media

The BMW International Open has made us excited for the BMW Golf Cup World Final to be hosted in SA. We caught up wi… https://t.co/IDHsnwn33E

Always a pleasure partnering with local businesses to promote SA on the global stage. Warren Weitsz, Co-Founder of… https://t.co/doxJa4wVxf

To say the players are bringing their A-game is an under statement! Round 2 has given us many unforgettable moments… https://t.co/IA2Ki5qsWO

"...Patrons have been keen and interested in engaging on where the best fairways in SA are. Paired with some of our… https://t.co/9kNQbIl1J5

Our stand at the BMW International Open has been drawing a lot of attention – and rightfully so! “We are proud and… https://t.co/jYDjs6VRM2

Clear skies, rolling greens, supportive crowds – the conditions couldn’t be better for a day at Golfclub München Ei… https://t.co/Z7UnxSbbuP

What happens when an amateur and pro hit the fairway together? Find out in the Pro-Am Tournament, where 3 amateurs… https://t.co/Ee3hgR1Ggc

They are joined by Grand Pavios Event Organiser. They will visit Kwa-Zulu Natal, Cape Town, and Knysna showcasing S… https://t.co/066ntNJGr1

As the country of Honour at the 2023 event, South Africa represented by South AfricaTourism in collaboration with W… https://t.co/ie2E9ZqaCF

Hosted in La Rochelle, France, the Grand Pavios is a major annual event for sailing enthusiasts and an internationa… https://t.co/R2P0GYpVrQ

Ready to get into the swing of things? The Pro-Am Tournament of the 2023 BMW International Open starts today in Mü… https://t.co/3l9e4mPMSo

Don’t miss out on what happened in the world of South African tourism with our #TourismTuesday newsletter. Read ou… https://t.co/Gvg2rDCBiT

Continuation.. To all the fathers in tourism, we salute you for your hard work, passion, and dedication. Thank you… https://t.co/TcpxDeaKkM

Continuation... On this special day, we encourage everyone to take a moment to appreciate and celebrate the fathers… https://t.co/7atxViWyxd

Fathers ensure a safe environment in which everyone can enjoy our country's diversity and play a pivotal role in cr… https://t.co/T8vvGTCu7i

Continuation... Today, we want to celebrate and honour the remarkable dads who play a vital role in shaping the wor… https://t.co/qS9WYfXyE0

@sontondlovu, the ACEO/COO of SA Tourism, joins in celebrating Father's Day by sending warm wishes to all the fathe… https://t.co/7ZbeNsUYoy

In commemoration of Youth Day, let’s shine a spotlight on the Basic Quality Verification programme by @TGCSA_, that… https://t.co/TZ2FDTadcJ

We look forward to showcasing South Africa’s abundant tourism offerings to a global audience while reminding them a… https://t.co/8df5w5kyGL

A dynamic collaboration between SA Tourism and the iconic BMW Group is set to supercharge the country’s efforts tow… https://t.co/tB5xLgYjnq

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South Australian Tourism Commission Jobs in All Australia

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Acquisition executive.

This is a Full time job

• Develop and maintain stakeholder relationships
• Bid for new, existing, or proposed SA events
• Assess Regional Event Fund opportunities.

Senior Event Coordinator, Santos Tour Down Under

• Develop and deliver new creative concepts for Santos Tour Down Under
• Collaborate on components of the Tasting Australia managed events program
• Provide event delivery assistance on the National Pharmacies Christmas Pageant

Sales Travel Consultant - Southland, VIC

• Tick destinations off your bucket list with generous travel discounts
• We're the travel-obsessed Travel Experts | We love what we do!
• Study Cert 3 + 4 in Travel! | Earn while you learn

Multi lingual Tour Guide

Sales consultant.

This is a Part time job

• Unlock global benefits on accommodation, dining, lifestyle and more.
• Subsidised private health cover*
• Professional development funding

Group Travel Coordinator

Student services officer / coordinator, sales travel consultant - southlands boulevard, wa.

• Tick Destinations off your bucket List with generous travel discounts

Groups Travel Consultant

• Personalised small group tours
• Arnhem Land tours

Travel Agency Branch/Area Manager Sydney

Travel sales consultant, travel contact centre.

• Join SA's leading Travel provider
• Full-time permanent positions available
• Mile End location with flexibility to work from home

Visitor Services Coordinator

This is a Contract/Temp job

• Immediate start for 3 months contract within Local Govt based in Adelaide.
• Must have full work rights to work in Aus and a current police check
• Available full time for 5 days a week as work from office

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HOME / Careers in Tourism

Careers in Tourism

By 2030, there will be more than 50,000 jobs in South Australia’s tourism industry.

Working in accommodation, events, food and beverage, attractions, travel, or tourism development and information, when you choose a career in tourism there are endless opportunities.

TiCSA is working with education and industry stakeholders to develop career pathways for those looking for an exciting and rewarding career in tourism. South Australia’s visitor economy is on track to reach $12.8bn by 2030. With this growth and labour and skills shortages in key areas, now is a great time to take the first steps to pursuing a tourism career.

A career in tourism is exciting, vibrant and full of opportunity. You can travel the world, work in fun environments, and connect with other people and cultures, all while growing your career.

There are many more careers in the tourism industry than most people imagine, from hotel and restaurant management to tour operators and travel agents… and everything in between.

This Careers in Tourism South Australian Guide is your go-to resource to understand the pathways to an exciting and rewarding career in tourism. So, what are you waiting for? Explore your opportunities now.

To find a tourism qualification suitable for you, visit:

• Flinders University
• University of South Australia
• Torrens University
• International College of Hotel Management

Young or new to the tourism industry?

The Careers in Tourism Program is delivered with the support of the South Australian Tourism Commission.

SECTOR OPPORTUNITY

Ecotourism – Luxurious regional accommodation – Premium food and wine – Arts and culture – Aboriginal tourism

Growth and government support

• The Bend Motorsport Park - $150 million
• Monarto Safari Park upgrade - $56 million
• Bridgeport Hotel - $45 million
• d’Arenberg Cube - $15 million

• Best performing state in hotel occupancy in Australia 2020-21 
• 15th highest hotel occupancy rate in the world in March 2021 (from data analysed across 180 countries by global hotel data analytics firm, STR)
• Regional visitor expenditure up 29%
• Record visitor expenditure of $5.8 billion
• Government  invested almost $200 million towards regional tourism infrastructure
• 5-star Sofitel and EOS hotels, and 4-star Indigo Hotel now open in Adelaide
• 10 new hotels planned for Adelaide creating over 5,000 new rooms
• Highest attendance in 15 years at the OzAsia Festival opening week in October 2021
• 2022 Adelaide Fringe ticket sales up 22% on previous year 

• Great State Voucher initiative generated 60,000 bookings resulting in $90 million economic impact
• Co-investment fund - $130 million improving national parks
• Tourism Industry Development Fund – supporting 80 tourism projects worth $60 million
• Building Better Regions – supporting tourism projects worth $16 million

Investment advantages

Connected ecosystem

Investment opportunities

View All Projects

EOI - Summit Precinct - Leisure & Entertainment Park

Mount Barker District Council invite Expressions of Interest from the private sector for the development and operation of this landmark project. Council are seeking the expertise and innovation of qualified Proponents to deliver an exceptional development and operational legacy outcome for Summit.

• Mount Barker District Council

Lyndoch Hill & Barossa Chateau - An Unprecedented Barossa Valley Opportunity

On behalf of the owners of Lyndoch Hill and Barossa Chateau, Homburg Real Estate, as exclusive agent is delighted to present the exceptional opportunity to invest in an existing hotel facility with the exciting prospect for further development in the world-renowned Barossa Valley.

• Investment range: Not applicable
• Homburg Real Estate

Primary contact

Help for investing in south australia's tourism sector.

Tom Herraman

Business Development Manager - Tourism

Promoting South Australia’s tourism offering through sustainable tourism developments and experiences.

+61 428 616 423 [email protected]

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Annual Report 2021-22

From the chief executive.

More than two years into the global COVID-19 pandemic and our state’s tourism industry is seeing the ‘green shoots’ of recovery emerge. Our forward thinking and innovative operators have worked hard to adapt their offerings for the COVID-normal environment which has been in a constant state of change.

With border closures and lockdowns a thing of the past, consumer confidence is increasing, and we are plotting our way back to our 2019 record-high $8.1 billion visitor economy. We’re rebuilding after our industry suffered the most severe contraction of tourism on record. At its lowest point, the visitor economy was just $4.4 billion in the year to March 2021. Through sheer hard work and determination, our state’s visitor economy has grown to $6.2 billion as of June 2022, ahead of our original impact forecast of $6.1 billion.

These results are on the back of South Australians continuing to holiday at home which saw intrastate overnight expenditure surpass pre-COVID levels by June 2021. Our state’s borders re-opening in November 2021 has seen strong growth in the interstate market, which has reached a post-pandemic record high of $1.9 billion – on its way to its pre-COVID value of $2.7 billion.

With Australia’s borders opening in February 2022, there’s been slower growth in the international market, but it is returning. International expenditure has almost doubled from $150 million at year end March 2022 to $272 million at year end June 2022. While it’s still well below its pre-COVID $1.2 billion, we’ve seen more international flights resume on the back of strong travel demand – a solid indication we’re on the right path.

Regional tourism has been the powerhouse through the pandemic, with performance at record-high levels for much of 2021. Data for the year end December 2021 showed South Australia’s regions were not only meeting – but beating – their visitor expenditure targets set for 2025. In fact, six out of our 11 tourism regions exceeded their 2025 visitor expenditure targets at the end of 2021, an impressive four years ahead of schedule. As of June 2022, total visitor expenditure in regional South Australia is $3.4 billion, just $600 million shy of its 2025 target of $4.0 billion.

In the Adelaide CBD, while recovery has been slower, we’ve also made some impressive inroads. We’ve celebrated the highest accommodation occupancy of major cities across Australia and New Zealand, and topped 2019 levels in some instances. Average occupancy for Adelaide accommodation in May 2022 was 79 per cent – the best result since the pandemic began, and higher than the equivalent period pre-COVID (May 2019). When you consider at the time of last year’s Annual Report, Adelaide hotels were yet to see occupancy levels on par with the pre-COVID period, this is a big step forward on the road to recovery.

Our focus is squarely on reclaiming our once record $8.1 billion visitor economy, on our way to $12.8 billion by 2030. We’ve delivered a range of key initiatives this past financial year to drive growth in our industry. These include the last four rounds of the Great State Voucher stimulus program, fully allocating the $20 million Tourism Industry Development Fund to 114 projects across the state and running four managed events in COVID-safe formats.

I’d like to acknowledge the work of our previous Chief Executive, Rodney Harrex who led the SATC for almost 10 years. His vision and passion for South Australia’s tourism industry took it to record heights and helped navigate our industry through the unprecedented challenges of a global pandemic for well over two years. Rod was Chief Executive for all of 2021-22, leaving the SATC in July 2022.

In 2022, we are getting a sense of normality back. Borders are open, consumers are booking holidays with increased confidence, people are coming back into the city, and we are learning to live with COVID. The work we have done over the past two and a half years puts us in a good position to build on the momentum of positive results.

Looking ahead, international events are back with the return of the Santos Tour Down Under in January 2023, and for the first time in two years, cruise ships are coming back to our shores with 106 cruise visits scheduled for the 2022-23 season.

Thank you to the South Australian tourism industry and the State Government for continuing to work with us to recover and grow our state’s visitor economy. We look forward to the year ahead as we enter the next phase of this journey.

Stephanie Rozokos Chief Executive South Australian Tourism Commission

Our strategic focus

Our organisational structure.

Our organisational structure as of 30 June 2022.

Our Board structure as of 30 June 2022.

In 2021-22 there were eight Board Meetings held. All Board Directors attended all eight Board Meetings except for Mr Grant Wilckens and Ms Donna Gauci who attended seven Board Meetings.

Changes to the agency

During 2021-22 there were no changes to the agency’s structure and objectives as a result of internal reviews or machinery of government changes.

Our Minister

The Hon Zoe Bettison MP is the Minister for Tourism.

Our Executive team

Rodney Harrex is the Chief Executive, responsible for leading our agency to grow tourism in South Australia and increase the recognition of the value of tourism and its contribution to employment in our state.

Hitaf Rasheed is the Executive Director of Events South Australia, responsible for growing events in South Australia and attracting new events to the state to round out our events calendar. She also leads the management and delivery of the Santos Tour Down Under, Tasting Australia presented by RAA Travel, National Pharmacies Christmas Pageant and Bridgestone World Solar Challenge.

Erik de Roos is the Executive Director of Marketing, responsible for developing and delivering marketing activity that promotes all that South Australia has to offer. The current focus is on stimulating visitation in the COVID-normal environment and keeping South Australia top of mind as a compelling and accessible holiday destination.

Stephanie Rozokos is the Chief Financial Officer, responsible for driving the financial, business services and cultural direction of the agency, leading the finance, contracts, procurement, risk management, human resources and information communications technology functions.

Nick Jones is the Executive Director, Destination Development, responsible for increasing accessibility to South Australia, attracting new hotel and infrastructure development, and regional tourism development.

Legislation administered by the agency

South Australian Tourism Commission Act 1993 South Australian Motor Sport Act 1984 Major Events Act 2013

Performance at a glance

Agency response to COVID-19

To support the state’s tourism industry during the pandemic, the SATC completed two significant initiatives during 2021-22.

Great State Vouchers The SATC delivered the last four rounds of the Great State Voucher stimulus program from September 2021 until May 2022. Building on the success of the first four rounds, these vouchers proved popular with consumers, driving bookings with participating accommodation and tour/experience operators. Rounds five to eight injected $87.8 million into the state’s visitor economy. In total, the program achieved over 269,000 bookings, generating $148.7 million in expenditure and supporting 808 jobs, giving operators a much-needed boost. Originally launched in October 2020, the program provided consumers with a $100 voucher for participating CBD accommodation or $50 for regional and suburban accommodation. The program was then extended to include experience and tour vouchers which saw $100 vouchers available for single-day tours and experiences, and $200 vouchers for multi-day tours and experiences.

Tourism Industry Development Fund (TIDF) The $20 million Tourism Industry Development Fund was fully allocated in February 2022. During 2021-22, 61 projects were funded. The TIDF was designed to support and stimulate private sector investment in new and improved regional accommodation, and the development of quality tourism product and experiences. It aimed to assist in the COVID recovery of regional tourism by encouraging regional operators to improve and diversify so they can attract more visitors and get a higher return on their offering. In total, there were 114 projects funded, worth a total of $82.7 million, creating 608 ongoing jobs and over 1,180 temporary construction jobs. Projects funded through the TIDF are projected to contribute $74.5 million to the economy each year. As of 30 June 2022, 59 of the 114 projects have been completed or nearly completed, providing visitors and locals alike with new accommodation and experiences to enjoy. The fund opened in September 2020 with funds allocated across the 2020-21 and 2021-22 financial years.

Agency contribution to whole of Government objectives

The following table includes a brief summary of the agency’s high-level contributions to the Government’s objectives.

Agency specific objectives and performance

The SATC’S key 2030 ambition is to grow the visitor economy to $12.8 billion, generating 16,000 additional jobs. To reach this bold vision, The South Australian Visitor Economy Sector Plan 2030 sets out six priority areas for industry development. They are: Marketing, Experience and Supply Development, Collaboration, Industry capability, Leisure events, and Promote the value of tourism. As of June 2022, the state’s visitor economy is worth $6.2 billion, ahead of the SATC’s original impact forecast of $6.1 billion. In terms of tourism employment, the latest figures for 2020-21 show there were 37,300 people employed in the sector. While down, these results are better than expected due to the positive impacts of the JobKeeper initiative which was active until 28 March 2021. The SATC will not see the full effect of COVID-19 on employment until the 2021-22 State Tourism Satellite Accounts are released in June 2023. The below table outlines the SATC’s high level targets and progress towards achieving its 2030 goals. For detailed information on the SATC’s strategic priorities under The South Australian Visitor Economy Sector Plan 2030 and its progress against these, please see the Board Performance Agreement Report at Appendix C.

Corporate performance summary

The SATC continued to administer a range of processes and practices in delivering its responsibilities under the South Australian Tourism Act 1993 and in adherence to government financial, procurement, contracting, human resources, ICT, governance, risk management and auditing requirements. The SATC maintains a high level of financial control over its destination development, events and marketing operations to ensure accountability for government resources. The SATC ended the 2021-22 financial year in line with budget and met all savings targets required. In 2021-22 an additional $9.8 million was provided to the SATC to deliver rounds 7 and 8 of the Great State Voucher program, building on the success of the earlier rounds. The SATC developed its first “Reflect” Reconciliation Action Plan (RAP), with final approval being granted by Reconciliation Australia in July 2021. In October 2021, the SATC launched the “Reflect” RAP. The Reflect RAP signifies the SATC’s commitment to reconciliation, with the launch celebrating the start of the agency’s reconciliation journey. In 2021-22, the SATC continued to provide a safe working environment including a range of workplace measures to minimise the risk of COVID-19. The SATC provided staff with a range of initiatives aimed at promoting physical and mental wellbeing. Staff took part in the SATC’s annual staff engagement survey in December 2021. This survey provided an objective mechanism for assessing the cultural environment. Results from the survey showed an improvement in staff engagement from 2020 and reported high levels of staff engagement, well above available industry benchmarks. Individual performance reviews were used to identify both organisational and individual learning and development needs and opportunities. The SATC’s values are promoted within the organisation. The ‘Culture and Values’ working group aims to drive and influence the agency’s culture through staff engagement and implementation of initiatives which endorse the SATC values. In 2021-22, staff wellbeing has continued to be a major focus for the working group.

The SATC has increased organisational cyber security maturity in accordance with the South Australian Government cyber security requirements, namely South Australian Protective Security Framework and the South Australian Cyber Security Framework. This has been achieved through partnerships with external agencies to continuously assess and improve upon the requirements and guidelines contained within these frameworks.

Employment opportunity programs

Agency performance management and development systems, work health, safety and return to work programs.

*number of claimants assessed during the reporting period as having a whole person impairment of 30% or more under the Return to Work Act 2014 (Part 2 Division 5)

**before third party recovery

Data for previous years is available at: https://data.sa.gov.au/data/dataset/work-health-and-safety-and-return-to-work-performance-reporting-south-australian-tourism-commission

Executive employment in the agency

Data for previous years is available at: https://data.sa.gov.au/data/dataset/executive-employment-reporting-south-australian-tourism-commission The Office of the Commissioner for Public Sector Employment has a workforce information page that provides further information on the breakdown of executive gender, salary and tenure by agency.

Financial performance at a glance

The following is a brief summary of the overall financial performance and financial position of the agency. The information is unaudited. For further information refer to the audited 2021-22 financial statements, attached to this report.

Consultants disclosure

The following is a summary of external consultants that have been engaged by the agency, the nature of work undertaken, and the actual payments made for the work undertaken during the financial year. No external consultants were engaged by the agency in 2021-22. Consultancies with a contract value below $10,000 each

Consultancies with a contract value above $10,000 each

Data for previous years is available at: https://data.sa.gov.au/data/dataset/consultants-reporting-south-australian-tourism-commission See also the Consolidated Financial Report of the Department of Treasury and Finance for total value of consultancy contracts across the South Australian Public Sector.

Contractors disclosure

The following is a summary of external contractors that have been engaged by the agency and the nature of work undertaken, where the actual amount paid or payable for work undertaken during the financial year was AUD $10,000 (or equivalent) or greater.

Data for previous years is available at: https://data.sa.gov.au/data/dataset/contractors-reporting-south-australian-tourism-commission The details of South Australian Government-awarded contracts for goods, services, and works are displayed on the SA Tenders and Contracts website. View the agency list of contracts . The website also provides details of across government contracts .

Other information

None to report.

Risk management

Risk and audit at a glance The Audit and Risk Committee assists the SATC Board in fulfilling its responsibilities relating to the annual financial statements as well as reviewing the adequacy of the SATC’s accounting and reporting systems, internal controls, risk management practices, and administrative policies and procedures. The Committee’s roles and responsibilities and scope are defined in its Terms of Reference.

The SATC is committed to ensuring that a risk management approach is applied to all business activities to ensure that the Agency maximises opportunities while not exposing the organisation to unacceptable levels of risk. The SATC aims to ensure that risk management is embedded in its decision-making, processes, and culture, and contributes to the achievement of its strategic objectives. The SATC’s risk management practices are based on the International Risk Management Standard (ISO 31000:2018). In 2021-22 the SATC’s risk management framework was updated to reflect the changes to the South Australian Government’s procurement processes which came into effect on 1 July 2021. The Framework provides minimum requirements and practical guidance to all staff on how to implement risk management processes across a wide range of activities undertaken by the SATC.

The SATC continued to manage its risks throughout the year by undertaking regular reviews of the risk register, developing detailed risk management plans for SATC managed events, and completing risk assessments for new projects and procurements. During 2021, the Audit and Risk Committee took on the responsibilities of the Agency Security Committee under the Government’s Protective Security Framework and the Committee will consider security as part of its regular meetings.

The annual Business Continuity Plan test was undertaken in February 2022 and key learnings from this exercise were actioned and business continuity processes and documentation updated accordingly.

Fraud detected in the agency

NB: Fraud reported includes actual and reasonably suspected incidents of fraud. Strategies implemented to control and prevent fraud The SATC is committed to maintaining a work environment free of fraud and corrupt behaviour. The SATC has in place appropriate fraud prevention, detection, investigation, reporting and data collection procedures and policies, in line with its fraud risk assessment and Fraud and Corruption Policy. The SATC offers protection to genuine whistleblowers to enable disclosure of illegal activities or corruption to be made. These arrangements meet the specific needs of the SATC, and all reasonable measures to minimise the incidence of fraud, as well as to investigate and recover the proceeds of fraud, have been taken. Data for previous years is available at: https://data.sa.gov.au/data/dataset/fraud-reporting-south-australian-tourism-commission  

Public interest disclosure

Number of occasions on which public interest information has been disclosed to a responsible officer of the agency under the Public Interest Disclosure Act 2018 : Nil Data for previous years is available at: https://data.sa.gov.au/data/dataset/whistle-blowers-reporting-south-australian-tourism-commission Note: Disclosure of public interest information was previously reported under the Whistleblowers Protection Act 1993 and repealed by the Public Interest Disclosure Act 2018 on 1/7/2019.

Reporting required under any other act or regulation

(i) report on the state of tourism and the tourism industry in the state

After the impacts of the global COVID-19 pandemic caused the most severe contraction of tourism on record, there have been strong signs of recovery for South Australia’s visitor economy in 2021-22.

The latest results for the June 2022 year end have seen South Australia’s visitor economy grow to $6.2 billion, ahead of the SATC’s original impact forecast of $6.1 billion. This is a real achievement – having made serious inroads on reclaiming the state’s 2019 $8.1 billion record high, after dropping to just $4.4 billion at its lowest point during the pandemic (year end March 2021). 

Driving these results has been continued strength in the intrastate market as South Australians holidayed closer to home, as well as the end of lockdowns and border restrictions which saw consumer confidence surge and recovery in the interstate market.

With South Australia’s borders opening to interstate in late November 2021, pent-up demand and a greater sense of certainty saw this market surge. Latest data shows the interstate market grew to reach a post-COVID high of $1.9 billion in the year to June 2022 (worth $2.7 billion pre pandemic), and by June 2022, domestic aviation capacity was almost at pre-COVID levels.

With the nation’s borders opening in February 2022, international market expenditure has seen strong growth in that short space of time, reaching $272 million for the year to June 2022. While recovery is likely to be slower than interstate, indications – such as international aviation rebuilding and the cruise resumption in 2022-23 – show recovery to its pre-COVID $1.2 billion is on track.

Looking at tourism employment, the latest data for 2020-21 shows the sector employed 37,300 people, down from 40,400 in 2019-20. While it has decreased, these results are better than expected due to the positive impacts of the former Federal Government’s JobKeeper initiative which was active until 28 March 2021. The full effect of COVID-19 on tourism employment will not be clear until the 2021-22 State Tourism Satellite Accounts statistics are released in June 2023.

The SATC’s focus is squarely on reclaiming South Australia’s once record $8.1 billion visitor economy, on the way to $12.8 billion by 2030. A range of initiatives have been delivered which aim to promote the state as a tourism destination and support the tens of thousands of businesses across South Australia’s tourism industry.

With South Australians holidaying at home like never before, marketing activity capitalised on this trend, with targeted campaigns and incentives that drove demand and bookings.

The SATC’s domestic advertising campaign ‘For Those Who Want A Little More’, had several phases of activity throughout the year. The campaign positions South Australia as an accessible holiday destination for locals and visitors alike and consists of television, outdoor and digital advertising.  Messaging also highlighted road trips to capitalise on this trend and encouraged locals to take an extended trip into the state’s tourism regions. The campaign was well received by both the intrastate and interstate markets with awareness/appeal, consideration and intention measures tracking above average when compared to similar SATC campaigns. A dedicated campaign ‘Have a Date with your State’, launched in February 2022, targeted young locals in the 18–34year-old age group to further entice this audience to take a trip within their state with friends and family. Exceeding objectives, the campaign reached 602,000 (79 per cent) of the target audience with a total of seven million advertising impressions served which attributed to over 32,000 leads to South Australia tourism operators.

The SATC’s consumer website, southaustralia.com , recorded 6.85 million website visits by South Australians, generating 1.25 million leads to tourism operators and travel partners.

‘For Those Who Want A Little More’ also ran in key interstate markets during 2021-22. During this time, southaustralia.com saw 3.39 million website visits from interstate, generating 512,000 leads to tourism operators and travel partners. Interstate expenditure also grew to $1.9 billion as of June 2022, a post-COVID high, but 28 per cent below its $2.7 billion pre-COVID performance.

A key stimulus initiative, the Great State Voucher program, wrapped up in 2021-22. The final four rounds ran from September 2021 to May 2022, injecting $87.8 million into the state’s visitor economy. Over the life of the scheme, the vouchers generated a total $148.7 million into the state’s visitor economy. Originally launched in October 2020 the vouchers provided incentives for consumers to book accommodation and experiences. It proved popular with both consumers and operators, achieving 269,000 bookings across South Australia and supporting 808 jobs in total.

International borders opened on 21 February 2022, paving the way for international travellers to return. In line with this, the SATC undertook marketing and PR activity in key global markets including the United Kingdom, Europe, North America, Singapore and New Zealand. International expenditure reached $272 million for the year ending June 2022. In this short time, international expenditure in South Australia has seen strong growth, showing pent up demand for the state.

To encourage international visitation from the working holiday maker market, the SATC launched a £10 flight campaign in April 2022. Over 16,000 people in the UK and Ireland registered their interest in buying one of the 200 £10/€10 return tickets to Adelaide – with the flights selling out in under five minutes. The campaign was so popular that it was extended, offering a further round of return flights at £499 to working holiday makers who were unsuccessful in the first round.

Underpinning all campaigns is PR activity across the international and domestic markets. It achieved a total potential audience reach of over 60.1 billion as well as a total of 3,366 articles promoting South Australia and keeping it top of mind as a must-see travel destination. This was achieved through always-on press office pitching, media familiarisations, broadcast sponsorships, events, influencer programs, and brand partnerships.

Events South Australia

Events are an important driver of visitation, giving people a reason to visit the state ‘right now’. The SATC delivered four managed events in COVID-safe formats last financial year and supported a range of regional events and sponsored events which have helped drive visitation and expenditure in the CBD and regional South Australia.

Managed events

• 2021 Bridgestone World Solar Challenge, October: Virtual activities including a telemetry challenge and virtual forum were hosted in order to stay connected and engaged with the event audience.
• 2021 National Pharmacies Christmas Pageant, 13 November : This much-loved event took place for the second year at Adelaide Oval due to COVID-19 restrictions. An audience with a capacity of 35,000 was permitted. The event was broadcast by Channel 9, achieving a peak audience of 159,678 viewers and ranking the number one program in Adelaide on the night.
• 2022 Santos Festival of Cycling, 21-29 January : For the second consecutive year, the festival was held in place of the Santos Tour Down Under due to the impacts of COVID-19 and international border restrictions. The Santos Festival of Cycling welcomed domestic teams and riders across a range of cycling disciplines to race in South Australia. This event was strategically important, helping keep the state’s connection with the sport of cycling, with sponsors, fans, and the community.
• 2022 Tasting Australia presented by RAA Travel, 29 April-8 May: Due to border restrictions in the programming and planning phase, the event focused on Australian talent for the second year in a row. The program was well supported by industry with over 200 events held across 11 South Australian tourism regions. More than 60,000 people visited the festival hub, Town Square - up from 54,000 in 2021.

Sponsored events

The SATC continued to grow and expand the state’s event calendar, focusing on attracting new events and growing event ‘clusters’ during the traditionally quieter winter months.

A range of events were secured in 2021-22, including:

• Harvest Rock (2022-2024) a new two-day contemporary international music festival will be held annually in the city parklands from November 2022 to 2024. The destination music festival will be a unique proposition on the Australian music calendar featuring iconic international artists, leading Australian artists, the state’s best food and wine, culinary stages, pop-up cellar doors, art installations and VIP corporate experiences.
• Wallabies v South Africa (Springboks) and Wallaroos v New Zealand (Black Ferns) – Adelaide hosted a historic rugby double-header blockbuster at Adelaide Oval on 27 August 2022. These international test matches drew a crowd of over 36,000. The Wallabies last played in Adelaide in 2004 and this was the first time the Wallaroos played here.
• SkySong , the centrepiece of the 2022 Adelaide Fringe, featured hundreds of drones flying in majestic formation to a soundtrack of First Nations storytelling through poetry and song. More than 39,000 people attended the show held from 11 to 20 March 2022 at Leconfield and Richard Hamilton Wines in McLaren Vale.
• The Australian Age Swimming Championships were held from 11 to 18 April 2022 at the South Australian Aquatic and Leisure Centre. The Australian National Swimming Championships were also held from 17 to 22 May 2022 which saw Australia’s Olympic and Paralympic elite vie for national team selection ahead of the 2022 World Swimming Championships and 2022 Commonwealth Games in Birmingham.
• Counterpointe - the Australian Ballet brought a powerful and energetic performance exclusively to Adelaide at Her Majesty’s Theatre from 8 to 13 July 2022, with fantastic reviews and audiences.
• The 2022 AFL Masters National Carnival will be held from 25 September to 1 October 2022. The AFL Masters National Carnival is the largest mass participation football event in Australia, expected to attract in excess of 2,000 participants and generate an estimated $3 million in economic benefit.

The winter events calendar was expanded, with Australia’s newest major event, Illuminate Adelaide , making its debut in July-August 2021. Despite the impact of COVID-19 including a state-wide lockdown and restrictions on interstate borders, the event attracted an attendance of more than 500,000, generating over $30 million into the state’s visitor economy. Illuminate Adelaide 2021 also included a regional program with activations ‘Digital Garden’ in Mount Gambier from 9 June to 4 July 2021 which attracted more than 10,000 visitors over the four weeks and ‘Big Picture Series x Colour Tumby’ from 13 to 21 August 2021 in Tumby Bay. An installation planned for Renmark had to be postponed to June 2022 due to interstate travel restrictions preventing the artist from travelling to SA.

The Regional Event Fund sponsored 54 events in 2021-22, more than doubling the number of events supported in the previous financial year. This was in part due to an additional $1 million in regional event funding from the State Government. Events supported in 2021-22 included Fringe Mount Gambier (Limestone Coast), Clare Valley Gourmet Week, Oakbank Easter Carnival (Adelaide Hills), SALA Festival (state wide), and True Grit SA (Riverland). 

In 2021-22, the team continued to support the event industry in the COVID-normal environment, including working closely with SA Health and communicating updates or providing direct advice to event operators.

Destination Development

With tourism recovery on the right path, international cruise lines are set to return and international aviation has not only resumed but it is rebuilding in line with demand.

The Federal Government lifted the ban on international cruise ships on 17 April 2022, allowing cruise ships to operate in Australia. During the 2022-23 season, 106 cruise ship visits are scheduled to arrive at South Australian ports and anchorages. This exceeds the 82 visits made in what was a blockbuster season in 2018-19, when the sector contributed $145 million to the state’s visitor economy.

Throughout the pandemic, the SATC has maintained contact with cruise lines to keep South Australia top of mind for the return of cruise visitors. The SATC has worked with Flinders Ports, Kangaroo Island Council and Port Lincoln Council to ensure that the infrastructure required to service these ships is in place and ready.

The SATC continued to work with Adelaide Airport and the State Government to support the return of international flights. Pre-COVID, there were nine international airlines providing up to 52 flights per week to Adelaide. As international travel demand continues to grow, the number of airlines operating to Adelaide is also increasing.

As of 30 June 2022, international carriers flying direct into Adelaide were Qatar Airways, Singapore Airlines, Malaysia Airlines, Air New Zealand, Jetstar International and Fiji Airways, providing 27 flights per week. The SATC is continuing to investigate opportunities for new airline routes (national and international) with Adelaide Airport.

Domestic aviation is also rebuilding in line with increased consumer confidence and a sense of certainty in restrictions. As of 30 June 2022, domestic seats were almost at pre-COVID levels, with approximately 68,000 seats per week supplied across four domestic carriers (Qantas Airlines, Virgin Australia, Jetstar and Rex Airlines).  

Tourism Industry Development Fund

A key support measure to aid the recovery of South Australia’s tourism industry was the $20 million Tourism Industry Development Fund (TIDF). Fully allocated in 2021-22, the Fund encouraged private investment in regional tourism infrastructure, helping drive tourism demand and create jobs. During this period, 61 projects were funded. In total, grants were awarded to 114 projects across the state, worth a combined total of nearly $82.7 million. It is expected the 114 projects will create 608 ongoing jobs, over 1,180 temporary construction jobs and generate an estimated $74.5 million in visitor expenditure each year. As of 30 June 2022, 59 of the 114 projects are complete or nearly complete, providing visitors and locals alike with new and improved accommodation and experiences to enjoy.

Accommodation development

There continues to be strong private investment in accommodation in South Australia. In 2021-22, one hotel opened in the Adelaide CBD, the 251-room Sofitel Adelaide on Currie Street. Another four hotels are currently under construction, the Marriott Hotel, Vibe Hotel, TRYP Hotel and the Ramada Playford Hotel which will contribute 737 rooms when open. Overall, there were 453 new rooms and 416 refurbished rooms made available across our tourism regions. The TIDF was a key driver for private investment in accommodation in the regions, contributing 281 new rooms and 400 refurbished rooms.

(ii) the Commission's plans and the extent to which they have been implemented.

This information is outlined throughout the 2021-22 Annual Report.

(iii) the extent to which the Commission met the targets set in the performance agreement for the preceding financial year.

The SATC’s Board Performance Agreement and Board Performance Agreement Report can be found at Appendix B and Appendix C at the end of the 2021-22 Annual Report.

Reporting required under the Carers’ Recognition Act 2005

Not applicable to the agency.

Public complaints

Number of public complaints reported

Data for previous years is available at: https://data.sa.gov.au/data/dataset/public-complaints-reporting-south-australian-tourism-commission   Service improvements

In line with PC039- Complaint Management in the South Australian Public Sector, in 2021-22, the SATC implemented a new Complaints and Feedback Policy and process, including the implementation of a new Complaint Management System which will allow for collecting, reporting and monitoring complaints and feedback to inform service improvement. The new Policy is designed to identify opportunities to improve customer experience and satisfaction within the delivery of services. The new Policy conforms to the principles of the Australian/New Zealand Standard: Guidelines for Complaint Management in Organisations (AS/NZS10002:2014) (the Standard) and the Commonwealth Ombudsman Complaint Management Framework and Department of the Premier and Cabinet Circular PC039 Complaint Management in the South Australian Public Sector. The complaints and feedback data will be reviewed and analysed regularly to identify systemic issues and trends and to determine resolution of outcomes and improvements to remedy issues.

Compliance statement

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