From Andrew's Desk

As an industry we should know and understand that the State Government has supported tourism in this State very well over many years.  This culminated in the recent budget announcements with an additional $12m over the next four years for domestic marketing and to build on the strong 'Isn't It About Time' interstate campaign.

This announcement is a great win for the SATC and industry given such a difficult budget year. It demonstrates a real commitment to supporting us all in our quest to see this industry fulfil its potential including the $6.3 billion economic value target of 2014.

The great news for tourism is that successive governments have seen the value of this industry. Importantly, there is a growing acceptance from the community of South Australia that tourism will be a key driver for jobs and economic benefit in the future.

Indeed, the whole services sector has risen up the scale in community consciousness. Along with traditional industries like agriculture and manufacturing and the 'news' growth engines of mining and defence, the services sector including tourism, business and major events and education will be a key contributor to this great State in the years to come.

The benefits are obvious. The dollars generated by tourism include a large amount of new export dollars into our State. Money that is spent and re-spent, creating a multiplier effect across a range of industries directly and indirectly involved in tourism. This industry already employs 28,000 jobs directly, and another 23,000 indirectly, making it a significant employer. Better than that, the jobs are regionally dispersed, allowing people to remain in their communities. The very nature of tourism generates civic pride - it's all about selling the best of our great places.

With this injection of additional State funding, it behoves us to ensure the industry is right behind the marketing push. This year, Steve Kernaghan and our marketing team will work harder with the regions and the South Australian Tourism Industry Council (SATIC) to ensure there are even more opportunities to directly connect and add value to our local, interstate and overseas campaigns.

With that in mind, our corporate website, this publication and regular email blasts including “Opportunity Knocks” should be a must-read for those who want to add value, participate and gain benefit. And all the basics apply also - keep our South Australian Visitor & Travel Centre informed of your product, sign up to the Australian Tourism Data Warehouse, participate in Shorts (if appropriate), get involved in our media and trade familiarisation program, capitalise on the major and regional events (we support more than 40 throughout the State) and work with your local information centres, fellow operators and regional marketing groups.

People often comment that the scale of South Australia allows us to team up better and create a bigger snowball. That will be the theme of 2009-10 - make the biggest possible impact by collectively selling to consumers a best of South Australia they want to buy.

The State's additional support is fantastic, but it's your effort in being a part of marketing programs and giving visitors the best possible experience that will make the real difference.

Andrew McEvoy

Chief Executive