south australian tourism board

South Australia travel. our way.

• Victor Harbor
• Mount Gambier
• Murray Bridge
• Port Lincoln
• Coober Pedy

Plan your trip to South Australia

Can’t imagine being so ‘in the moment,’ that you forget to capture it? Swap the Instagram feed for feeding your soul when you travel our way. Why not feel a memory being made, instead of trying to capture it? Feel your heart race as you dive beneath the surface with apex predators. Feel the crisp morning air bite at your cheeks as you awake on top of an outback mountain range. Feel a sense of awe as you take in flaming sculptures and light installations dotted across our city streets. 

Dare to travel differently? Then expereince Winter. Our Way.

Get inspired Winter Our Way

Discover south australia at its most raw, rugged and real this winter..

We do travel a little differently. We like collecting moments, not mementos. We notice. The micro moments.  The small smile instead of the scene. We want to feel a memory being made, instead of trying to capture it. 

Dare to travel differently? Then Travel. Our Way.

The best of South Australia

We are not home to the obvious. south australia is a place of hidden gems,unexpected curiosities and unspoiled vistas. a place of 'world-firsts' and 'only ins'. thinking of drafting one of those bucket lists we have a few items to add to the inventory of your life. like australia's darkest night sky and only national park city; the globe's best wine and the world's first shark cage divers; unesco world heritage sites and underwater gardens. travel our way, venture that bit further and breathe it all in – deeply..

The Festival State

With a world class festival and events calendar that spans the whole year, you'll always find frivolity on your south australian itinerary. think festivals dedicated to australia's most watched game, or all things culinary excellence; australia's biggest cycling race, international sporting debuts or the world's second largest arts festival. there's a reason why south australia is known as the festival state., liv golf adelaide, tasting australia presented by raa travel, 2024 santos wheelchair rugby national championship, illuminate adelaide, winter reds 2024, commbank matildas v china - the 'til it's done farewell, clare valley sca gourmet week 2024, the 2024 english ale, flame festival - copper coast, gutsy kangaroo island, what to do in south australia, there's a world of new experiences and things to do in south australia. get up-close to iconic australian wildlife only minutes away from adelaide’s cbd or swim with sea lions and sharks on our eyre peninsula. adelaide is a culinary playground with a delicious mix of fine dining restaurants, award-winning cafes, bustling food markets and booming boutique bars. south australia is home to 18 wine regions and has officially been named a great wine capital of the world..

Plan A Trip

Planning a trip to south australia but don't know what to do once you get here we've got you covered. made up of 12 unique tourism regions, from the coast to the outback, there is something for everyone in south australia. the real question is, how much time do you have check out our dedicated trip planner tool that will help you build your own custom itinerary and an interactive map of your trip.

SOUTH AUSTRALIA'S REGIONS Explore places to go

From the outback to the coast and everywhere in between, get closer to the real south australia in our diverse regions..

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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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Tourism - corporate website South Australia - consumer website Media gallery - media website

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+61 8 8463 4500

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GPO Box 1972 Adelaide SA 5001

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Tourism Australia is governed by a Board of Directors who report to the Federal Minister for Tourism. The main role of the Board is to determine Tourism Australia policy and ensure that the organisation performs in a proper and efficient manner.

Michael Issenberg, Chair 

Michael Issenberg

Michael Issenberg is currently the Chairman of Tourism Australia, the Government agency responsible for promoting Australia as a business and leisure travel destination, a Director of TFE Hotels and a Director of the Star Entertainment Group, one of the leading Casino and Integrated Resort operators in Australia.

Michael is one of the most respected leaders in tourism and hospitality, with a reputation for operational excellence and the highest integrity.

As the former Chairman and CEO of Accor Asia Pacific, he led the group to more than 1250 hotels over his 26-year tenure, building a $4 billion business over 23 countries that was number one in Australia, New Zealand, Indonesia, Singapore, South Korea, Thailand, and Vietnam. With multi-national experience in the US, Australia, and Asia, he is an expert in mergers and acquisitions, having led several integrations for the Group. He is known for building strong teams and inspiring them towards a shared vision and is a lifelong champion of diversity and inclusion. He has a deep understanding of Asian cultures and the Asian consumer.

Under his leadership, Accor Asia Pacific went from the smallest contributor to the Group’s performance to the fastest-growing region, representing over 50 per cent of the global development pipeline.

Michael is a Lifetime Member of the Tourism and Transport Forum in Australia and the Cornell Hotel Society. He is a former member of the global Accor Executive Committee, and previous Chairman and Director of Reef Casino Trust and Director of the A-HTrust, with a strong understanding of public company governance. An innovator at heart, he played a pivotal role in establishing Accor Vacation Club, the region’s first points-based timeshare business.

Michael has been recognised for his vast contribution to tourism many times including an esteemed Ordre National de la Legion d’honneur and Ordre National du Mérite from the French Government. He was named Hotelier of the Year 2012, 2015 and 2020 at the Hotel Management Awards and International Hotelier of the Year 2014 at the China Hotel Investment Conference. In 2020, he was presented with the prestigious Golden Horse Award as the Annual Influential Figure of Global Cultural Tourism Industry in China.

Michael’s previous roles include Chief Executive Officer at Mirvac Hotels, Director at Horwath and Horwath and Director of Development at Merlin Properties. Michael holds a degree in Hotel Administration from Cornell University.

Michael was appointed as Tourism Australia’s Chair in October 2021.

Jeff Ellison AM, Deputy Chair

Jeffrey Ellison AM

Deputy chair.

Jeffrey Ellison is the Chairman of the Kelsian Group Limited. Prior to this (until January 2020) he was the CEO and MD of the SeaLink Travel Group (now part of the Kelsian Group), a position he held since early 1997.

Jeff is a Chartered Accountant, joining SeaLink following eight years in private practice. Kelsian Group is an ASX 200 listed company and operates in the tourism and transport industries. As of June 2021, Kelsian transports over 207 million customers per annum, with operations in all states of Australia, in Singapore and London.

Jeff is a Fellow of Chartered Accountants ANZ and the Australian Institute of Company Directors and has been awarded a Life Membership by TTF Australia. In 2013, he won the SA Tourism Award for Outstanding Contribution by an Individual and was the 2014 Ernst & Young Entrepreneur of the Year for the Central Region. Jeff has also held appointments on the Adelaide Convention Centre Board, TTF Australia, SA Tourism Commission Board and the SA Botanic Gardens and State Herbarium Board. Jeff joined Tourism Australia’s Board in November 2018 and was appointed Deputy Chair of the Board and Chairman of the Audit and Finance Committee in July 2020.

Phillipa Harrison, Managing Director

Phillipa Harrison 

Managing director.

As the Managing Director Phillipa is responsible for driving Tourism Australia’s strategies to create sustainable international demand for Australia’s tourism experiences and working with the tourism industry to support the sector’s recovery from the impacts of the events of 2020.

Phillipa first joined Tourism Australia in February 2017 as Executive General Manager International, to lead the organisation’s international operations for Asia, the Americas, Europe and New Zealand as well as Global Distribution and Partnerships.

Prior to joining Tourism Australia, Phillipa spent six years working for Hamilton Island Enterprises and before that held a variety of globally-focused senior sales, marketing and product roles across ecommerce, retail and wholesale tourism platforms, based in both London and Sydney.

Phillipa holds a Bachelor of Arts (Mass Communication and Psychology) from Macquarie University and an MBA from AGSM at the University of NSW.

Annabel Dolphin, Director

Annabel Dolphin 

Annabel Dolphin is currently Executive Director of award-winning regional travel agency Helloworld Mackay, Mt Pleasant and Townsville. She is an experienced non-executive director with over 20 years specialising in strategic human resources, organisational design, and culture change across a diverse range of sectors, including travel and tourism.

Annabel has a passion for the not-for-profit and mutual sector and is currently President of the Saints Netball Club Mackay Inc, and Director of RACQ Group Ltd including its subsidiaries.

Annabel is Executive Director of her own firm, Dolphin Ventures Pty Ltd, where she sits on several independent advisory boards within the mining, civil construction, manufacturing, and professional services sector. Annabel has also served as a chair of TAFE. Annabel joined Tourism Australia’s Board in November 2021.

Ian Horne - Director

Ian Horne is a leading advocate for the hotel, hospitality, and tourism industry, having been the CEO of the Australian Hotels Association (SA) on two occasions for a total of thirty-one years. He holds a Master of Business Administration from Adelaide University and completed an Executive Education program at Stanford University's Graduate School of Business.

His advocacy in the tourism, business events, accommodation and hospitality industry, is reflected in positions held on the boards of the South Australian Tourism Commission, including chair of audit and risk, is the Vice Chair of the Business Events Adelaide (formerly Adelaide Convention Bureau) and his appointed in 2023 to the board of the Adelaide Venue Management Corporation (AVMC) & to the SA Skills Commission.

Ian’s roles and responsibilities cover four decades and reflect the commitment, drive and dedication that go well beyond the job that has seen Ian considered a major influencer, campaigner and advocate on all policy issues that have impacted the tourism and hospitality industry.  Ian most recently was part of the team that facilitated the establishing of Accommodation Australia as the single strong voice for tourism accommodation in Australia. As the long-term CEO the Australian Hotels Association (SA) he has been a source of advocacy and leadership at industry and sector level through pandemics, a global financial crisis, globalisation and technology revolutions. A record few can match.

He has been at the forefront of change and transformation of the hotel and hospitality sector and consequently tourism. Ian joined the board in August 2023.

John Hart, Director

John Hart, OAM

John Hart is currently the Executive Chair for the Australian Chamber – Tourism, the peak national body of tourism organisations in Australia. John has spent over 30 years working in the tourism and hospitality industry in operational, human resources and industrial relations roles. He holds a Bachelor of Commerce majoring in business law and a Master of Business Law and was awarded an Order of Australia medal for services to tourism in 2021.

John is Chair of Australian Grape & Wine and the National Tourism Industry Training Committee and a board member of the Australian Business Register, the Angus Knight Group, Food Standards Australia and New Zealand, and Rangelands NRM.

John joined Tourism Australia’s Board in November 2018.

Penny Fowler, Director

Penny Fowler

Penny is Chair of the Herald & Weekly Times and News Corp Australia’s Community Ambassador.

Penny is Chair of the Royal Children’s Hospital Good Friday Appeal, Deputy Chair of The Royal Botanic Gardens Victoria and Chair of The National Portrait Gallery, and Board Member of Tech Mahindra. She is also on the Advisory Boards of Visy and the St George Foundation.

A graduate of the Australian Institute of Company Directors, Penny holds a Bachelor of Business degree with a major in Marketing from Monash (Chisholm) University and is a CEW member.

Penny joined Tourism Australia’s Board in July 2019.

Georgina Richters, Director

Georgina Richters

Georgina is an Executive who has extensive and diverse experience in the corporate sector with a focus on governance, government, business, and the performing arts.  As Deputy Chair of the Brisbane 2032 Olympic and Paralympic Legacy Committee, Board Trustee of the Queensland Performing Arts Centre (QPAC) and Chair of the Queensland Arts Ministers’ First Nations Arts and Cultures Panel, Georgina brings first-hand professional experience. A strategic leader, Georgina’s two-world view underpins her success in Executive, Board Member and Advisor appointments. 

Georgina is currently the Principal and Lead of First Nations Advisory, an Aboriginal owned management consulting practice between Georgina and Brisbane based consultancy Environment Land Heritage Pty Ltd. She is a former national board member for Bravehearts and an advisor to Tourism and Events Queensland First Nations Advisory Group; the Qld State Lead for PwC’s Indigenous Consulting, a world first, profit for purpose consultancy group servicing corporate, government and not-for-profit clients, and the CEO of the Western Cape Communities Trust.

She has worked in leadership roles within the public, private and not-for-profit sector and has more than 25 years experience working in Indigenous affairs at national, state, local and community levels.  Georgina has a strong record of involvement in strategically planning and developing business improvements and implementing the strategic direction and thinking of organisations.

Georgina is passionate about delivering innovative community-based and led solutions that protect, restore and build the social and economic well-being of Aboriginal and Torres Strait Islander communities across Australia.

Linda Wayman, Director

Linda Wayman

Linda is a Non-Executive Director with more than 25 years’ experience. She is currently the chair of Carers WA, and on the boards Carers Australia and Tennis West; and most recently she was on the boards of Tourism WA and Venues West. Her previous board experience includes the Committee for Perth, the State Library of WA Foundation (chair), Rally Australia and Football West.  

She headed up the Perth division of Southern Cross Australia, Australia’s largest broadcaster for 15 years and led Perth’s leading radio stations through a changing and competitive landscape, including the commercialisation of the business’ digital assets. Linda has held senior executive service roles in government with the Western Australian government as general manager of EventsCorp, the State’s major event agency; and in the Victorian government in roles in marketing, communications and public affairs. She has extensive experience in government policy and corporate affairs in portfolios such as tourism, small business, planning and infrastructure.

As principal of her marketing and communications business, Linda has developed strategies for destinations as varied as the City of Fremantle and Cocos Keeling Islands.

Linda is a former WA Telstra Businesswoman of the Year and Advertising Person of the Year. She is a graduate of the Australian Institute of Company directors and has a Masters of Communication.

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Acknowledgement of Country

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

*Disclaimer:  The information on this website is presented in good faith and on the basis that Tourism Australia, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this website. Tourism Australia wishes to advise people of Aboriginal and Torres Strait Islander descent that this website may contain images of persons now deceased.

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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South Australian Museum restructure on hold as state government launches review

A planned restructure of the South Australian Museum has been put on hold by the state government, amid protests and concerns about its future direction. 

In February, the museum's chief executive David Gaimster announced a "reimagining" of the North Terrace institution, with a vision of turning it into a contemporary experience which he said would do "justice" for South Australians.

But those changes would come at a cost, with 27 positions in the research and collections division abolished and replaced with 22 new jobs, which the union claims are of lower classification and pay.

The ABC can now reveal that Premier Peter Malinauskas has intervened in the matter and will hold a review to "ensure the museum continues to deliver quality outcomes for all South Australians".

The review was formed after  " constructive meetings" between the government and interested parties, and will see a three-person panel consult with key stakeholders to make recommendations as early as June.

"We have seen a lot of public concern … [and] we think this is a really good opportunity to get some expert advice in, to have facilitated discussions," SA Arts Minister Andrea Michaels said.

"There'd be a range of people we'd expect the panel to go and talk to, and to give us advice on the best way forward."

Outcry after initial announcement

The announcement received backlash from within the museum and general public, with hundreds gathering earlier this month on the steps of SA Parliament House to protest the proposed changes .

Last week, the union representing the museum's workers, the Public Service Association (PSA), told the ABC the process had been highly stressful for workers, who were delivered the news in a presentation in February.

"To be told via PowerPoint presentation that their jobs no longer had a place in the new structure was extremely disrespectful," PSA general secretary Natasha Brown said.

"Many of them have spent their life's work to conduct research for the museum and to preserve the museum's collections.

"To be told that work is not valued is incredibly insulting."

Academics have expressed concerns about the future of the research division, with an open letter claiming the changes "threaten to irrevocably diminish the museum's stature and role".

But museum management insists the changes will work to promote ongoing research,  and make the collection more accessible to the public and other academics.

Museum's close link to repatriation

Concerns were also raised about the museum's ongoing projects, including a program to repatriate Indigenous ancestral remains.

Kaurna and Ngarrindjeri elder Major "Moogy" Sumner, who was key in establishing Indigenous reburial site Wangayarta , said the museum's repatriation program would struggle immensely if those staff members were to leave.

"The people [who are] very fearful of their job now, they had a big role in seeing [Wangayarta] happen. They had a role in every part of this," he said.

"It's more than just a pay packet to them.

"All the stuff they do, you can see that their whole being is there."

Mr Sumner said if those people were not rehired, retraining new repatriation officers would take time, and potentially damage the relationships between the museum and traditional owners across South Australia.

The state government said the repatriation project would continue, but did not make any comment about the continuation of current staff. 

It also said there were no plans to remove popular exhibits at the museum, including the Ancient Egypt gallery.

But Adelaide Lord Mayor Jane Lomax-Smith, a former museum board chair, has criticised the state government and previous state governments for the handling of the South Australian Museum's budget. 

"I've seen Treasury reports, this is not something that happened overnight. This has been building up for many decades," Dr Lomax-Smith said.

"No government has been really honourable, or really effective in managing these assets." 

Dr Lomax-Smith said she supported Dr Gaimster and current board chair Kim Cheater for doing the best with what they have. 

"I understand what they're doing. It's rational. It would be unthinkable for any director with a public service job to spend more money than they have," she said.

"From my perspective, there's always enough money for sport, there's never enough money for science.

"It would not be unreasonable to have some of that money investing in basic science in our state."

The PSA has also said it believed the restructure was based on cutting costs. 

"It is obvious to the PSA that this whole restructure is designed to see the exit of very senior, very highly experienced and respected professionals, and to replace them with lower-paid workers, and that is a cause of great concern to us and to our members," Ms Brown said.

Arts Minister Andrea Michaels disagreed, and said the museum "can absolutely achieve [its] legislative functions with the budget that [it's] got".

Review a 'rapid exercise'

The review will be chaired by the Department of the Premier and Cabinet's chief executive Damien Walker, South Australia's Chief Scientist Craig Simmons and Queensland Museum CEO Jim Thompson.

It will consider and provide "principles" and "general guidance" on a range of areas including research functions, repatriation and engagement with First Nations communities relating to cultural heritage, collections management, public engagement and contemporary approaches to displaying content. 

The panel is expected to make recommendations to the state government by the middle of the year.

The Premier said the announcement of the review followed separate meetings between himself and museum leaders, and opponents of the proposed changes.

"We're going to just put a pause on this, examine the facts and see what we can do," Mr Malinauskas told ABC Radio Adelaide.

"There were some pretty severe cuts that were initiated by the former Liberal government to the museum but there's also been a reduction in its budget under my government as well, so they're trying to operate within that."

Mr Malinauskas said the museum was a "vital institution" which had to "adapt" and "evolve", but changes had to be handled "sensitively".

"[The panel is] going to run their eye over it and just have a look at, 'Is everything on track, is there anything that could be done better?'"

Opposition leader David Speirs welcomed the move but said it was a "humiliating backflip" by the government, adding that his party would continue with its campaign for the "proposed cuts" to be "shelved".

"Six weeks it took to get here," he said.

"Many, many South Australians are horrified by these changes.

"[The museum's] treasured by South Australians and it's good to hear the government listen, but the campaign has to continue because we want these changes cancelled."

Dr Gaimster welcomed the Premier's decision to establish a review panel and looked forward to receiving its recommendations.

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We are committed to growing our visitor economy to $12.8 billion by 2030 so South Australia thrives

Tourism is a key economic driver.

Launched in August 2019, our South Australian Visitor Economy Sector Plan 2030 has a bold ambition for 2030 –   targeting $12.8 billion in visitor spend and generating 52,000 jobs.  

We are focused on marketing our state to key markets and bringing new and exciting events and festivals to South Australia.

The visitor economy is important to our state.

Much of the economic benefit it brings to South Australia flows to regional communities and it has a positive impact on other industries such as agriculture, wine, retail, education, real estate and transport.

Our tourism industry employs 34,000 South Australians, and as of December 2023, is worth $10.1 billion.

We work closely with our tourism industry to realise the opportunities for our state that are outlined in the South Australian Visitor Economy Sector Plan . 

Our purpose

We were established under the South Australian Tourism Commission Act 1993 . Our purpose is to assist in securing economic and social benefits for the people of our state through promoting South Australia as a tourism destination including the promotion of events and festivals and the further development and improvement of our state’s tourism industry.

We will make a difference so South Australia thrives by achieving our bold ambition for 2030: growing the visitor economy to $12.8 billion, generating 52,000 jobs.

Strategies and Plans

We have strategies in place to help the state’s tourism industry reach its full potential. Find out more here .

Our corporate plan can be found here .

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