New South Australian tourism campaign follows another record month for visitation

The South Australian Tourism Commission has launched a new brand campaign with advertisements first hitting television screens during the broadcast of the AFL Grand Final last weekend.

The new Travel. Our Way. campaign has been launched on the back of record new data released by Tourism Research Australia (TRA) showing total visitor expenditure in South Australia in the 12 months to June 2023 hit $9.9 billion - a new all-time high for the state.

The Travel. Our Way. campaign showcases some of South Australia's most unique tourism offerings including shark cage diving in Port Lincoln - the only place in Australia where a visitor can have this experience, heli-camping at Rawnsley Park Station, the Prairie Hotel in the Flinders Ranges & Outback, and the vast coastlines of Yorke Peninsula.

The $8.35 million campaign launches off the back of strong momentum in tourism in South Australia and increased national attention - boosted by Australian-first new major events like the AFL Gather Round and LIV Golf Adelaide - and with the state’s events calendar ramping up for summer beginning with the XIX Australian Masters Games 2023and WellFest Adelaide.

The new tourism campaign launches following TRA data showing that South Australia posted a record $865 million visitor spend in July, marking a full year of record-high visitor expenditure in the state led by a surge in intrastate travel.

South Australian Minister for Tourism, Zoe Bettison said strong growth in interstate and international expenditure over the year helped drive the state's visitor economy from $6.1 billion at June 2022 to the current level of $9.9 billion, an increase of $3.8 billion in just 12 months.

Minister Bettison noted “international expenditure in the state increased by 24 per cent in the last quarter alone, and is now worth $1 billion, just shy of its pre pandemic $1.2 billion.

"There is huge competition across the states and territories to get a bigger slice of the tourism pie.

"As a state government, we are focused on growing tourism and making sure South Australia is front and centre for Australians considering a holiday.

"Travel Our Way will capitalise on the positive energy and great momentum we've seen in South Australia over the past 18 months and the increased attention we've got from interstate thanks to our hugely popular new major events.

"This campaign aims to stand out in an incredibly competitive market to get Australians to Travel Our Way and continue to build on our state's strong momentum which has seen visitor expenditure in South Australia hit a record-high $9.9 billion.”

“We’re doing everything we can to continue to drive this strong momentum, just last week we launched a new domestic tourism marketing campaign and revealed our state’s visitor economy hit a record-high $9.9 billion.

The $8 million campaign, which is being rolled out across TV, cinemas and online, features Lenny Kravitz’ 1993 hit ‘Are You Gonna Go My Way’.

The campaign focuses mainly on attracting tourists from South Australia's three biggest markets, including residents from within South Australia, as well as Victoria and NSW.

Click here for more information on the campaign.

Images: Stills from the new Travel. Our Way. campaign. Credit: South Australian Tourism Commission.