Message from the Tourism Minister

People in the business of tourism recognise that we must attract more 'high yield' visitors to South Australia if we are to develop a sustainable tourism industry over the long term.

This is a key factor in achieving our Government and industry goal of increasing visitor expenditure to $6.3 billion by 2014.

The road to achieving that target is not an easy one. However, throughout the 100 years of South Australia's 'tourism history,' which we celebrate this year, tourism operators have always known they have to work smarter and harder.

This year is no different. That is why we are already investing in sharper, more finely targeted domestic and international marketing campaigns.

For example, the South Australian Government this financial year is investing $22.8 million to support a strong new approach to domestic marketing. We are specifically aiming for high-yield interstate visitors because the research shows they are the people who are vital to building visitor expenditure.

Clearly, having the best possible attractions and events that appeal to our key potential visitors is critical.

For example, events such as our inaugural World Food Exchange from 21-25 September are strategically targeting South Australia's food and wine producers and the culinary tourism industry.

But it is also important that visitors, whether they arrive by planes or boats, trains or cars, find it easy and affordable to discover South Australia's 'brilliant blend' of experiences and attractions.

That is why the announcement by Tiger Airlines to have its second Australian base at Adelaide Airport is good news.

The Adelaide base will form part of Tiger's expansion of domestic Australian routes and is of great benefit to our tourism industry.

Tiger's use of Adelaide as a base potentially means 10 million extra passengers coming into and out of Adelaide Airport during the next eight years.

Low-cost carriers such as Tiger help to make South Australia cost competitive with other capital cities as a holiday destination.

There is also another vote of confidence in South Australia's future with news of a more welcoming gateway for rail visitors to Adelaide.

I was delighted to join in the launch of the Adelaide Parklands Rail Terminal, which followed a $3 million upgrade of what was previously the Keswick Railway Station.

The South Australian Government worked with Great Southern Rail to ensure the terminal delivers a fine welcome for visitors.

The improved terminal also drew attention to the importance of rail tourism, and Adelaide's unique position as the only city in the world where passengers can disembark from, or board one of two trans-continental railways.

Together with boats and cars, the trains and planes bring visitors to Adelaide and into our regions.

In turn, visitors, especially those we are aiming for in our marketing efforts, spend, enjoy and generate jobs and other economic and social benefits for South Australia.

With support from the people in the tourism business who are working harder and smarter, it also means we are heading in the right direction to make tourism a $6.3 billion industry by 2014.

Jane Lomax-Smith

Minister for Tourism