CEO Meet the Minister Recap

15 October 2018

Following the South Australian Government elections and the appointment of the Hon David Ridgway – Minister for Trade, Tourism and Investment, SATIC partnered with government to facilitate 19 regional ‘Meet the Minister’ events over a period of ten weeks.

The objective was to create direct dialogue between the State’s tourism industry and the government to progress the achievement of the tourism target, and to discuss opportunities to realise the full economic potential of the visitor economy.

Prior to each event, SATIC surveyed local tourism businesses to provide intelligence on key issues for further discussion at the event (see table below).

Some of the key areas raised during the series of regional events include:

Marketing

Marketing featured as a high priority for industry in the majority of events held. Marketing is seen as an essential role of the South Australian Tourism Commission (SATC) and there is very strong support from industry for continued government funding in this area.

Infrastructure

Tourism infrastructure particularly in regions was a popular topic. Comments around the state of touring roads, lack of overtaking lanes, rest stops, attractive signage and the overall ‘tired’ appearance of tourism infrastructure was raised.

Digital connectivity was also an important issue discussed.

Continuation of the Mobile Phone Black Spot Program should also continue to invest in connectivity.

Where connectivity remains an issue, particularly in remote areas, adequate consumer information needs to be provided prior to visitation, including appropriate communication to the visitor upon arrival to ensure safety.

A tourism infrastructure grants program should be considered whereby regions can apply for merit-based funding to address some of the infrastructure needs. This is particularly a priority for succession of business from one generation to the next, and the fact that the cost of doing business in rural and remote areas is more and support from financial institute’s is more difficult to obtain.

Regions / VIC Servicing / Collaboration

There is a strong will for collaboration within the tourism industry – within industry through investment in infrastructure and business development, but also with state and local government.

The Regional Visitor Strategy was discussed at all workshops and is seen by stakeholders as a very important plan for developing tourism in regional South Australia.

It was evident whilst visiting the various regions that the approach to tourism differs from location to location. The role of local government and Regional Development Australia boards vary, and the structure of Regional Tourism Organisations differs. This gives rise to a fragmented approach to regional tourism management. At the same time Local Government is primarily responsible for visitor information centre (VIC) servicing and invests a significant amount of money into this area.

A streamlined and consistent approach to regional tourism and VIC servicing is required along with a strong partnership between local stakeholders, such as local government and Regional Development Australia organisations.

Experience Development / Business Capability

The issue of presenting the State, regions and towns as compelling visitor destinations was a key area of interest. This is multi-faceted and includes investment into infrastructure and marketing. An important piece is making sure tourism businesses in regions have the access to professional development and business capability programs that city-based businesses enjoy. This is to ensure that they can continue to grow and evolve their businesses and the visitor experience they are delivering.

Programs such as SATIC’s ServiceIQ Workshop Program that deliver relevant succinct training to businesses all over South Australia need to continue, requiring support from government.

Nature-Based Tourism

Consistently raised in most, if not all workshops were the opportunities to better leverage the State’s nature-based tourism assets, including red tape reduction, digital connectivity, visitor infrastructure and experience development. This area is now seen more broadly to include heritage and Indigenous tourism.

Events

Discussion in this area focused on helping regional event managers and committees build capability to achieve long-term sustainable growth.

Red Tape Reduction

Government processes were also a key frustration amongst attendees. Unnecessary processes have led to lengthy delays in getting new tourism developments up and running. This ‘red tape’ is burdensome and is inhibiting the ability to progress the visitor economy.

Industry Summit

To finalise the series of events, a Tourism Summit will be held in 2018/19 to provide an overview of the consultation and to open discussion on the steps to effectively move forward.

Alignment, transparency and collaboration are the key objectives for the partnership between industry and government, and we look forward to working together to deliver this Summit and further progress towards unlocking the full economic potential of tourism within South Australia.

 

 

 

 

Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

______________________________________________________________________________________

Key discussion areas from each event:

Date

Location

# Attendees

# Survey Responses

Survey Themes

14/6/18

Adelaide

109

35

Marketing

Experience Development

Events

15/6/18

Glenelg

66

18

Marketing

Visitor Infrastructure

Experience Development

Collaboration

26/6/18

Victor Harbor

68

18

Experience Development

Events

Visitor Infrastructure

26/6/18

Kingscote

41

12

Visitor Infrastructure

Marketing

Experience Development

Cost of Doing Business

9/7/18

Coober Pedy

35

8

Visitor Infrastructure

Cost of Doing Business

Marketing

Experience Development

10/7/18

Hawker

26

10

Marketing

Visitor Infrastructure

Accommodation Infrastructure

10/7/18

Port Pirie

37

13

Events

Experience Development

Visitor Infrastructure

11/7/18

Port Augusta

16

3

Experience Development

Events

 

Date

Location

# Attendees

# Survey Responses

Survey Themes

11/7/18

Whyalla

38

9

Marketing

Visitor Infrastructure

Experience Development

Events

12/7/18

Port Lincoln

70

28

Marketing

Visitor Infrastructure

Events

Collaboration

13/7/18

Ceduna

29

10

Visitor Infrastructure

Experience Development

Marketing

27/7/18

Tailem Bend

46

12

Experience Development

Visitor Infrastructure

Accommodation Infrastructure

27/7/18

Renmark

42

10

Visitor Infrastructure

Marketing

Experience Development

30/7/18

Hahndorf

64

18

Marketing

Experience Development

Visitor Infrastructure

21/8/18

Tanunda

55

20

Events

Marketing

Visitor Infrastructure

21/8/18

Clare

65

19

Events

Marketing

Accommodation Infrastructure

22/8/18

Minlaton

59

22

Visitor Infrastructure

Accommodation Infrastructure

Experience Development

24/8/18

Mount Gambier

27

14

Experience Development

Visitor Infrastructure

Marketing

Events

24/8/18

Naracoorte

22

9

Marketing

Collaboration

Visitor Infrastructure

 

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