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Government of South Australia - Department of State Development

    Tourism

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    South Australia’s regions have a growing reputation as world-class holiday destinations with unique experiences such as the wilderness of Kangaroo Island, the vineyards of the Barossa Valley, and some of Australia’s most accessible coastline and outback.

    Our state is drawing visitors from all over the world, welcoming them as locals to year-round experiences at arts and music festivals, international sporting events, restaurants and boutique laneway bars.

    Visitors are attracted to our outdoor lifestyle and nature-based tourism where we celebrate life’s simple pleasures.

    The state government is committed to growing the state’s visitor economy to $12.8 billion by 2030.

    In 2023/24, international tourism expenditure grew to $1.3 billion, having surpassed the pre-pandemic value of the international travel market. This was despite international visitor numbers remaining below pre-pandemic levels.

    The state’s business event facilities are world-class and together with major tourism events such as LIV Golf, AFL Gather Round and Adelaide Festival, they play an important role showcasing South Australia to prominent investors and commercial partners.

    South Australia tourism at a glance

    Tourism highlights

    Investment and trade opportunities

    • Luxury accommodation (refurbishments and expansions), eco-tourism experiences and a range of other assets
    • Sustainable tourism experiences that educate visitors about the environment and generate positive environmental benefits
    • International tourism attractions and events
    • Aviation and cruise industry attraction
    • Attracting high-value international travelers and working holiday makers.

    Target markets

    • UK
    • Europe
    • New Zealand
    • US and Canada
    • China
    • Southeast Asia
    • India
    • Japan
    • Australia.

    South Australian Government supported initiatives

    SATC drives destination development, with a strategic approach outlined in the South Australian Visitor Economy Sector Plan 2030. SATC also leads attraction of new major and regional events for South Australia.

    Invest SA, working with SATC, attracts investment in new large-scale accommodation and experiences that drive greater tourism visitation.

    National parks and nature-based tourism provide an opportunity to share South Australia’s unique environment and endemic biodiversity with the world.

    South Australian industry supported ecosystem

    The South Australian Government works closely with the following organisations to facilitate trade and investment outcomes for the state.

    • Tourism Industry Council of South Australia is the peak body for the local tourism industry.
    • Tourism Australia coordinates roadshows to influence people to travel to Australia, including for events.
    • Regional tourism organisations, through Regional Development Australia and local council areas, support South Australia’s 12 tourism regions.
    • Adelaide Airport Limited manages our city’s airport, which hosts direct flights to most major destinations across the Asia-Pacific and the Middle East.
    • Flinders Port Holdings is South Australia’s leading port operator with seven ports including the Port Adelaide Passenger Terminal which can cater for the largest of cruise liners.
    • Business Events Adelaide leads attraction of conventions, meetings, exhibitions, and special events to venues including the Adelaide Convention Centre.