SA Ahead of National Tourism Trends

South Australia's tourism industry fared better than the national average throughout the global financial crisis, according to new research from the Tourism & Transport Forum (TTF).
TTFâs South Australian Tourism Industry Sentiment Survey found that South Australiaâs tourism businesses maintained revenue and jobs, by winning market share from other states.
TTF Executive Director Brett Gale said the relative resilience was due to a couple of key factors, stating "the South Australian Governmentâs decision to invest an addition $12 million in tourism marketing has played a crucial role, creating the right conditions for businesses to increase their own investment in marketing.
âThis approach has paid off, with tourism businesses in South Australia less likely than those in other parts of the country to have reduced prices or cut staffing levels.
âThe survey also found South Australia outperformed the rest of the country in many sectors, including business events, major events, high-end/luxury travel and mid-range travel. This is a strong result, as these market segments include higher-spending tourists.
âThis has seen businesses maintain their yields, which has allowed them to emerge from the global financial crisis in a more positive position than their counterparts in the rest of the country.�?
Gale added that South Australia's good performance in business and major events emphasises the need to continue to invest in vital tourism infrastructure.
âThe upgrade to Adelaide Oval will give South Australia more opportunity to host major events.
âHowever, there is still a need to invest in expanded and upgraded facilities to host business events in Adelaide, and allow South Australia to truly compete on the international stage.
âMany cities around the world â including in Australia â have recognised the value in building facilities to attract big conventions and conferences, with big-spending visitors who stay in hotels, eat in restaurants, catch taxis and enjoy the attractions the city and surrounds have to offer.
âThat investment will drive private sector spending on hotels and other tourism infrastructure, creating sustainable long-term economic activity and employment.�?