South Australian Tourism Commission anticipates 2023 to be the state's biggest year yet for events

South Australian Tourism Commission is anticipating the state’s major events and festivals calendar to be the biggest one yet in 2023, with new and returning events injecting multi-millions into the state’s economy.

Executive Director of South Australian Tourism Commission’s Events South Australia, Hitaf Rasheed advised “securing major, international events to our state is a coup and one to be celebrated. With events like Santos Tour Down Under, LIV Golf Adelaide and AFL Gather Round broadcast around the nation and the world, not only are we enticing more visitors to our state when the events are on, but we are also showcasing South Australia to a global audience. We are looking forward to showcasing South Australia on the world stage!”

The year kicks off with the summer of sport including the Adelaide International at The Drive until 14th January and Santos Tour Down Under from 13th-22nd January.

South Australia will continue to shine on the world stage, hosting major events including:

• Adelaide Fringe (17th February-19th March)

• Adelaide Festival (3rd-19th March)

• WOMADelaide featuring Florence and the Machine (10th-13th March)

• Adelaide Motorsport Festival (25th-26th March)

• Inaugural AFL Gather Round (13th-16th April)

• Australian premiere of global sensation LIV Golf (21st-23rd April)

• Tasting Australia presented by RAA Travel (28th April-7th May)

• Ampol State of Origin 2023 (31st May)

• Australian-exclusive exhibition of Frida & Diego: Love & Revolution at the Art Gallery of South Australia (24th June – 17th September)

• Five games of the FIFA Women’s World Cup Australia & New Zealand 2023 (24th July – 8th August)

• Illuminate Adelaide

• VALO Adelaide 500 featuring Robbie Williams (23rd-26th November)

It is expected that events will directly inject around $400 million into the state’s economy, with latest data showing tourism experiencing an exceptionally strong recovery, hitting $7.3 billion in value.

The total value of tourism in South Australia has now recovered to 90% of its pre-pandemic level with the State’s visitor economy just short of its pre-COVID record high of $8.1 billion.

Making enormous inroads in 2022, visitor expenditure in South Australia grew $1.2 billion in just three months alone.

The recent surge is thanks to strong interstate spending which is down just 2% on pre-pandemic levels, and South Australians continuing to holiday at home with intrastate expenditure hitting a record-high $2.7 billion.

Latest data released from Tourism Research Australia for the year ending September 2022 revealed:

• Total visitor expenditure in South Australia came to $7.3 billion

• During the last quarter, visitor expenditure grew a whopping $1.2 billion – the second biggest surge since the three months coming out of the COVID-induced low point in March 2021

• Interstate expenditure hit $2.6 billion, up $700 million during the last quarter and just $58 million shy of its pre-COVID record-high of $2.7 billion

• Intrastate expenditure hit a record-high $2.7 billion, up 5 per cent on 2019

• Regional visitor expenditure (including by international visitors) came to a record-high $3.8 billion, up 6% on 2019.

SA Minister for Tourism Zoe Bettison noted “Major events are vital for the state, attracting visitors to South Australia who will fill hotel rooms, restaurants, pubs and clubs and create and sustain jobs in our tourism, arts and events industries post-covid.

“Beyond this, major events do a fantastic job of telling South Australia’s story through media and broadcast coverage, bringing communities together creating a wonderful sense of pride and contributing strongly to brand South Australia.

“We’ve seen some real wins toward recovery – such as September visitor expenditure at a post-COVID record of 124% of its 2019 spend, and an all-time high for hotel rooms occupied in Adelaide in November. We are making great inroads and attracting major events are a key contributor to this.

“The record-breaking performance for tourism in South Australia continues, with visitor expenditure surging ahead of pre pandemic levels. There is plenty more to come for tourism in our state.”

Image: Adelaide Motorsport Festival