The Future of the South Australian Visitor Economy | Rodney Harrex, SA Tourism Commission

The South Australian visitor economy has entered a period of record expansion, with international, interstate and local visitor expenditure all experiencing strong growth. Rodney will outline the key recent drivers of this growth, as well as discuss what is in store for the visitor economy through to 2020 and beyond. He will explore the likely impacts of strongly growing Asian markets, the opportunity presented by the new Adelaide Convention Centre and the key role of leisure events. While the core proposition for South Australia will remain, who the consumer is and how they will consume these tourism products will continue to evolve and South Australia must ensure it is well placed to reap the benefits of the ongoing growth to the visitor economy.
Time: 10:45

Rodney Harrex

Chief Executive Officer | South Australian Tourism Commission
Rodney Harrex

Rodney Harrex is the Chief Executive of the South Australian Tourism Commission, and responsible for marketing South Australia’s premium food and wine, unique wildlife experiences, destinations and sporting and cultural events and festivals to Australians, South Australians and the world.

Mr Harrex has spent more than 25 years in the tourism industry. Prior to his move to Adelaide in April 2013 Mr Harrex’s most recent position was Tourism Australia’s Regional General Manager, United Kingdom and Northern Europe. Some of his key achievements in this role included doubling Tourism Australia’s marketing investment through partnership activity, and being voted best Tourism Board in the UK three years running.

He has held extensive management positions in the fields of media relations, business development and international marketing, and worked in London, New York, Los Angeles, Auckland and Sydney.

Appointed Chief Executive of the SATC in April 2013, Mr Harrex has been instrumental to increasing the recognition of the value of tourism to South Australia and its contribution to employment thereby ensuring increased government funding for tourism. He recently led the introduction of new direct international flights from Qatar Airways. He has spearheaded the development of a South Australian Tourism Plan 2020 and has led many initiatives designed to grow demand for South Australia as a destination of choice for domestic and international visitors. His leadership has also seen South Australia win the right to host many world class events in the last few years. Under his leadership both domestic and international visitors to South Australia have reached record highs and the South Australian visitor economy has grown to $5.6-billion.

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