Becoming a member of satic is important to you and to SA tourism.

Meet a SATIC Member - Seawall Apartments

15 January 2019


Situated on the beachfront of Glenelg, Seawall Apartments was founded in 1977 by the late Alan Osborne. His daughter Rachael has continued the business for the past 20 years and has now taken over ownership of the iconic location.

Growing up at Seawall, Rachael uses her insider knowledge and passion to continue to offer stunning and unique boutique beachside accommodation.

“Alan’s vision in the 1970’s was to purchase and retain the grand old buildings along the South Esplanade at Glenelg and provide accommodation for visitors to Adelaide.

“It was a time when the seaside was not ‘trendy’ – hard to believe,” says Rachael.

Over the past 12 months, the team at Seawall have been committed to working on their brand and overall image in the market. 

“We have continued to renovate the exterior and interiors of the property, create new marketing materials and update our existing branding with a new website and updated logo.

“Every week we work on our marketing and PR with Mardi Zeunert of Create.Talk, a contracted Marketing/PR professional who has become a part of the team.

“She drives our social media and contact with the media, targeting those who we feel are aligned with our offering, which has resulted in coverage across many mediums, not just social media which is essential.

“We also commissioned a wall mural called ‘Beastly Sea’ with local South Australian artists.

“We have used this in our marketing, as well as providing the community with a beautiful piece of art to enjoy and talk about.

“Continuous marketing of the business and its activities is key to building your brand story, as is sharing authentic content with really good photography across all media you put out.”

Rachael says it is important for operators to take the time to review their business and establish areas for improvement.

“By undertaking an entire audit of the business over the past 12 months, we were able to establish what has been working, what has not and focus on our goals for the next five years.

“Our team is not driven by trends. We continuously assess who our customer base is and deliver what they want.”

Likewise, the business is heavily invested in ensuring their staff are trained to the highest standards, providing the ultimate home away from home experience for their guests.

“It is all about being authentic, you cannot be fake in this business. Everyone is a ‘reviewer’ – our staff are themselves, always friendly and kind to our guests, ensuring they feel like family.

“We are also currently researching and testing technology to allow our team to be more guest responsive using technology in real time, providing exceptional customer service,” she says.

Visit website >

Comments [ 0 ]

CEO Update – IVS & NVS Results

11 January 2019

The latest International and National Visitor Survey results for the year ending September 2018 show that South Australia recorded strong levels of expenditure growth. The value of tourism is now at a record high of $6.9 billion.

Day trip expenditure showed the most substantial growth of 18% or $1,638 million, which is well above the national average of 8% or $21,998 million.

  • International expenditure growth was up 4% or $1,149 million (national average was 5%).
  • Interstate expenditure was up 10% or $2,168 million (national average was 11%).
  • Intrastate expenditure was up 8% or $1,955 million (national average was 10%).  

The number of visitors to the state and nights stayed also increased when compared to the previous year, though international nights were down by 6%.

The State Tourism Plan 2020 stretch targets of $8 billion and 41,000 jobs are well within reach, however, it will only be achieved with solid support from all stakeholders.

On behalf of our 900-plus members, SATIC remains committed to reinforcing the need for the South Australian Tourism Commission to receive sufficient funding to facilitate their global marketing initiatives and drive tourism to our state.

Likewise, SATIC will continue to advocate to work in partnership with the State Government to strengthen the capabilities of our tourism operators and their staff, ensuring they have the skills to deliver the best experiences possible.

For a further snapshot into the recent activity and future outlook within the South Australian tourism industry, I encourage you to have a read of the SATIC Tourism Barometer reports. The next report for the December 2018 quarter will be published in the coming weeks, so stay tuned.





Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

Comments [ 0 ]

Industry Update from SATIC’s CEO

17 December 2018

Over the past 12 months a core focus area for SATIC has been around the advocacy space, with the aim of creating a strong, credible and unified voice for the tourism industry in South Australia.

An integral part of this work was undertaken earlier this year when we delivered a series of 19 regional ‘Meet the Minister’ workshops, providing an opportunity for 850 operators to have their say on the opportunities and challenges facing industry with the Minister for Tourism – David Ridgway.

Most recently, I have been working closely with the SATIC Board and industry leaders on a number of key issues, including the Overland rail service and the Adelaide Oval Hotel development.

Following SATIC’s December Board Meeting, I am pleased to inform that Eoin Loftus has been reappointed as Chairman and Rob Denton-Brown as Treasurer. Michelle Hocking has also been appointed as Vice Chair, taking over from Elaine Ratcliffe who has been a fantastic support. Special thanks to Peer Norsell, who has resigned from the Board, for his significant contribution over the last four years. We wish Peer the best of luck with his new role in South Korea.

Exciting news for tourism this week was the announcements in Whaylla, including the 150-room hotel to be built by Pelligra Group. I was thrilled to visit Whyalla on the day and have no doubt these developments will bring about many positive benefits for the Whyalla region and our State’s visitor economy as we progress towards unlocking the 2020 tourism targets.

Furthermore, I am also delighted to share that I have been appointed as a Deputy Member of the South Australian Training and Skills Commission within the Food, Wine, Tourism and Hospitality Industry Skills Council. I look forward to being a part of the Board and having the opportunity to influence the governments agenda on skills and training over the next two years.

2018 has been a fantastic year for tourism and I thank our members and partners for their ongoing support, passion and commitment towards this key economic driver for our state. 

Have a happy Christmas and I look forward to continuing the momentum in 2019!





Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

Comments [ 0 ]

Meet a SATIC Member – Kangaroo Island Ocean Safari

11 December 2018

Kangaroo Island Ocean Safari (KIOS) is a family owned and operated business that began operation in December 2012. Their mission is to provide visitors to KI with a high quality, informative, nature based, marine tourism experience. Tours depart daily from Christmas Cove Marine in Penneshaw and include:

  • Safari 1 – 75-minute Ocean Safari: Customers travel stunning ancient coastline, viewing dolphins, seals, eagles, whales and birdlife.
  • Safari 2 – two-hour Snorkelling Safari: Have the opportunity to snorkel with seals and swim with pods of dolphins in the wild.
  • Safari 3 – Cruise Ship Charters: One-hour ocean safari with the opportunity to see dolphins, seals, eagles and birdlife, plus a 30-minute Penneshaw township bus tour. 

Sandy Coppins, who owns KIOS with husband Tony, says the business has grown from a two-person team in 2012 to now employing over 20 staff members from the local community.

“KIOS also own eight buses which are predominately used for cruise ship tours on the island,” says Sandy.

In 2017 KIOS introduced a snorkelling tour and were provided the only permit in South Australia to swim with Long Nosed Seals.

“There has been an increase in the seal population along the Dudley Peninsula, so it was a fantastic opportunity for us to grow our business and expand tour offerings.

Given that the business is committed to not becoming stagnant, KIOS are continuously reviewing their marketing and looking at ways to improve the business profile. Simple ways in which they do this include changing brochures and updating their online marketing.

“We have implemented a new booking system - Rezdy, which has increased capacity for suppliers and booking agents to book our product immediately.

“Attending tourism conferences and gaining connections with key members within the distribution system has been key to levitating business exposure.”

Having recently been crowned best Tour and Transport Operator at the 2018 South Australian Tourism Awards, Sandy says the Awards process provided an opportunity to reflect on the overall operation of the business, this includes reviewing the business plan and goals.

She also encourages other businesses to assess their marketing strategies, ensuring the outcomes are having direct impact on improving sales.

“Evaluating comprehensive statistics on customers demographics and how they are purchasing our products is vital in guaranteeing we target our marketing correctly.”

Likewise, Sandy says it is important to keep a close eye on revenue and cost vs profit margin.

“Look at trading terms with key clients for better cash flow and have realistic business financial projections as this is key to sustainability as a small business. Also, be financially prepared for the quieter seasons.”

As an Eco Accredited business, Sandy believes it is essential to have correct processes and procedures in place for staff to reduce any impact the operation has to the marine life, which their tours depend on.

“The Eco Accreditation process ensures you have covered everything possible within your business to reduce environmental impact, Sandy says.”

“As an Accredited business, we also have in place policies and procedures that are essential for sustaining a successful enterprise. This includes incident reports, accident procedures, drug and alcohol policy, social media policy, confidentiality agreement, safety procedures, protocols and so forth.”

Furthermore, becoming a member with the Australian Tourism Export Council (ATEC) has enabled the business to meet a broad range of buyers representing Australia’s key international and national markets, resulting in increased bookings and business growth.

In recognising the importance of service excellence and understanding their customers’ needs to exceed expectations, Sandy says regular staff training is essential, providing employees with continual updates regarding safety, protocols and wildlife guidelines.

Most importantly, however, the key to success is to be passionate about what you do and instil this within the business, your staff and your customers.

“Customers know when you and your team are passionate about their jobs and it reflects on the operation.”

Looking ahead, Sandy says KIOS are expanding the operation and have some exciting news to announce in 2019, so stay tuned!

Visit website >

Comments [ 0 ]

Meet a SATIC Member – Wallaroo Marina Apartments

13 November 2018


The first and only complex of its kind in the Yorke Peninsula region, Wallaroo Marina Apartments first opened in 2018, offering a deluxe style of accommodation with options to suit all needs. The five-story high building also features stunning balcony views over North Beach and the Marina, allowing guests to feel completely relaxed during their stay.

Director, Craig Costello says the focus over the past 12 months has been trying to get their guests out into the local area whilst saying at the Apartments.

“We developed a ‘guest benefit scheme’ consisting of vouchers to 12 local businesses, which we give to our guests on check-in,” said Craig.

“This has been a great success for the local businesses and encourages our guests to try new places they may not have known existed.

“We have also developed a local produce area within our reception where guests can purchase some local products to take home from the Yorke Peninsula.”

With a mission to be seen as the standout and preferred accommodation in the region, Craig says his staff are trained and committed to delivering excellent customer service.

“Going that extra mile is especially important in this industry and ensuring our guests leave feeling happy and cared for is vital in repeat business and positive word of mouth.”

Likewise, Craig believes in order to be successful tourism business, you must move with the times and adapt to change, as well as be open to collaboration and willing to look at their business from a tourist’s perspective – what would you like to see / experience if you were the tourist?

Having recently been crowned South Australia’s best Deluxe Accommodation at the 2018 South Australian Tourism Awards, Craig considers the Awards process a great tool to keep pushing the business to new heights, as it provides an opportunity to look at the business from an array of different angles.

“Being involved in the State Tourism Awards has enabled us to network with other dedicated and passionate business owners in the tourism industry.

“We would highly recommend the State Tourism Awards to any South Australian business and would encourage any business who is not currently part of the process to get involved in 2019.”

Looking ahead, Wallaroo Marina Apartments are currently expanding the business to incorporate an additional 43 rooms.

“The new accommodation tower will sit alongside the existing building and consist of a meeting room, gym and swimming pool.

“We look forward to bringing this new development to Wallaroo and the broader Yorke Peninsula region,” said Craig.

View the website >

Comments [ 0 ]

CEO Update – Visitor Economy Taskforce

13 November 2018

I am excited to share that the State Government has recently established a 'Taskforce for the Visitor Economy (TVE)', which will see the government work collectively to unlock the 2020 targets of $8 billion and 41,000 jobs.

The need for a whole of government approach was a key theme highlighted by industry at our recent series of 'Meet the Minister' events with the Minister for Trade, Tourism and Investment - Hon David Ridgway MLC, and is one of the ten priorities that form SATIC's Tourism Industry Agenda.

The TVE, led by Minister Ridgway and the Minister for Environment and Water - Hon David Speirs MP, will aim to foster a collaborative cross-government approach to establish strategies that facilitate industry growth, with involvement from various government agencies, such as:

  • South Australian Tourism Commission
  • Department for Environment and Water
  • Department for Planning, Transport and Infrastructure
  • Department of Primary Industries and Regions
  • Department of Treasury and Finance

As the voice of the tourism industry in South Australia, we congratulate the government on the establishment of the TVE and will continue to support this positive initiative as we have no doubt that it will assist our industry to maximize its economic potential. 

When more details are locked away on this important whole of government initiative, we will provide further updates. 





Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

Comments [ 2 ]

Industry Remains Optimistic – Tourism Barometer Sept 2018

06 November 2018

The SATIC Tourism Barometer survey for the September quarter of 2018 found that tourism operators remain optimistic with the Business Activity Index rising by 9% to 125 points and the Business Outlook Index up by 8% to 132 points. Both indices are well above the mid-point of 100[1].

When the sector indices are compared with the previous quarter, the Activity Index for the holiday / leisure sector was positive at 118 points and up by 10%.

Significant factors identified by members included increased demand from touring markets, including linkage with the Great Ocean Road, international visitors and contract workers in regional areas.

Efforts by operators to broaden their product offering and to improve their reach through digital marketing and social media were also providing positive outcomes.

Negatives for the industry were the dry conditions and publicity associated with the drought. Other factors included rising fuel prices, financial pressure on households and increased supply of accommodation.

It was suggested that there had been fewer large conferences in Adelaide during the quarter which may have been a factor in the decreased index for the conference / business meetings sector – down by 7%.

The outlook for the future was supported by a range of factors, including Chinese visitors and incentives, as well as regional infrastructure, including the Port Pirie sports precinct and The Bend race track.

The positive sentiment is reflected by the Australian Bureau of Statistics Labour Force survey,[2] which showed that the number of persons employed in accommodation and food services in August 2018 had increased by 18% from August 2017 to 65,000. Full-time employment was up by 31% to 22,500, while part-time employment was up by 12% to 42,400.

Visitor demand in South Australia as reported by Tourism Research Australia (TRA) for 2017/18 also continues to strengthen with international visitation up by 7% from the previous year, interstate visitation up by 6% and intrastate visitation up by 5%[3].

TRA has also released the results of the Australian Accommodation Monitor for 2017/18, which shows that 3,836,000 room nights were sold in the last financial year, with room occupancy at 75.6% and revenue per room night of supply (RevPar) at $116.94.

Furthermore, results of TRA’s Australian Investment Monitor for 2017/18 are now available. The survey monitors the number and value of significant tourism projects in the investment pipeline. In South Australia there were 17 projects identified with a total project value of $2 billion.

SATIC Chief Executive Officer Shaun de Bruyn says, “the strengthening of industry sentiment demonstrated by the Barometer survey is consistent with other indicators, such as record demand and visitor expenditure, and it is pleasing to see this translating to jobs for South Australians.”

[1] An index above 100 indicates growth with more businesses experiencing an increase when compared to those experiencing contraction. An index below 100 indicates more businesses experienced weaker conditions.

[2] Australian Bureau of Statistics. Cat. 6291.0.55.003. Labour Force Australia, Detailed

[3] Tourism Research Australia.

Read the full report >

Comments [ 0 ]

3 P’s Packaging, Partnerships, Pricing & Online Modules

24 October 2018

Today’s discerning domestic and international high yield travellers are seeking destinations that deliver authentic experiences which tap into their passion points, provide greater meaning, personal connections and create unique memories. Travellers want to find hidden gems, savour local produce and hear inspiring stories that they can share with their friends and family. SATC’s Rewards Wonder campaign showcases SA’s immersive experiences and unique wonders providing interested consumers with an in-depth perspective on South Australia as a boutique holiday destination. The campaign encourages consumers to explore a range of three-day itineraries featuring the very best of what South Australia has to offer.

Now it’s an ideal time to partner with likeminded tourism operators to create packages that bundle SA’s unique experiences to meet customer’s needs and design ‘WOW’ moments that have customers wanting to come back, time and time again.

To provide more tourism operators with the opportunity to learn about how to create and price packages, SATIC will soon be embarking on a blended learning trail. Businesses will be able to complete several short online modules with exercises at their own pace featuring key steps involved in developing successful packaging partnerships. All participating businesses will be invited to meet and network with likeminded operators at a dedicated 3 P event to finalise their packages and explore tactics for market launch and distribution.

Register now >

By Siggi Frede
Consultant, Lecturer & Trainer

Comments [ 0 ]

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 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.


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.


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:



# Attendees

# Survey Responses

Survey Themes






Experience Development







Visitor Infrastructure

Experience Development



Victor Harbor



Experience Development


Visitor Infrastructure





Visitor Infrastructure


Experience Development

Cost of Doing Business


Coober Pedy



Visitor Infrastructure

Cost of Doing Business


Experience Development






Visitor Infrastructure

Accommodation Infrastructure


Port Pirie




Experience Development

Visitor Infrastructure


Port Augusta



Experience Development





# Attendees

# Survey Responses

Survey Themes






Visitor Infrastructure

Experience Development



Port Lincoln




Visitor Infrastructure







Visitor Infrastructure

Experience Development



Tailem Bend



Experience Development

Visitor Infrastructure

Accommodation Infrastructure





Visitor Infrastructure


Experience Development






Experience Development

Visitor Infrastructure







Visitor Infrastructure







Accommodation Infrastructure





Visitor Infrastructure

Accommodation Infrastructure

Experience Development


Mount Gambier



Experience Development

Visitor Infrastructure









Visitor Infrastructure


Comments [ 0 ]

Meet a SATIC Member – Flinders Bush Retreats

10 October 2018



Flinders Bush Retreats is a boutique farm stay offering two self-contained houses, eco tent glamping and bush camping in the Flinders Ranges. Located on the 11000-acre family farm, each accommodation offers guests a private and secluded 'bush retreat' to experience the unspoiled natural landscape that is the Flinders Ranges.

Owner Sharon McInnis says the property is perfect for weekend escapes and weeklong exploring.

“Guests have access to 4WD tracks and bush walking in our secluded gorge abundant with native wildlife, while children can enjoy feeding farm animals and collecting free range eggs,” says Sharon.

In 2013 the business diversified from a family farm into tourism, having researched and discovered a gap within the region for unique accommodation at affordable prices.

“Starting a new business in an established region was challenging, but we embraced the challenges to create a thriving agritourism business.”

In 2017 the business had to put an even greater focus on the tourism side of things due to drought conditions, which included incorporating a second self-contained house and increasing marketing and online distribution channels.

“As we result, we have grown our tourism revenue by 70% and increased our average occupancy to 84%.”

To celebrate 140 years and six generations on the property, Sharon says the business also developed a farm tour, which “takes guests on a journey from the early pioneering days, to the first European settlers, through to how the farm and tourism business is run today.”

As a tourism award entrant and bronze medallist, Sharon believes entering the Tourism Awards has encouraged the business to identify and focus on areas of the business requiring improvement.

“It is a great opportunity to revisit your business plan, implement new ideas and strive for excellence within our industry.”

As well as striving for excellence, Sharon says it is important for tourism businesses to deliver quality service, which includes being approachable and willing to share useful information about your region.

“We personally engage with our guests before, during and after their stay to ensure they have the best possible experience.

“Most importantly, we listen to our guests and value their feedback as without them we do not have a business,” Sharon says.

Top Three Tips for Business Success:

  • Sell your product and your region, partner with other local businesses to create great customer experiences.
  • Be consistent – success does not come from what you do occasionally, it comes from what you do consistently.
  • Take time to enjoy a break away from your business and experience something new from another region.

Moving forward, Sharon says the Eco Tent will undergo an exciting refurbishment in summer, while the business is getting set to launch self-guided walking tours and mountain bike trails, which will be available to guests in 2019. Stay tuned!

Visit website >

Comments [ 0 ]

CEO Opinion Piece

14 September 2018

Tourism’s a key economic driver for our state. It’s an industry that’s now worth a record-breaking $6.7b and employs over 36,000 South Australians. Over the past five years alone we’ve seen 5,000 new jobs created in tourism and the broader visitor economy.

That said, tourism’s an ever-changing and highly competitive industry and the South Australian tourism industry can’t rest on its laurels. We’ve recently seen other state and territory governments significantly increase their tourism investment, including $290m from the NSW Government to enhance their already booming visitor economy. The NT has also announced funding for the $103m Turbocharging Tourism Package to grow jobs, better their marketing campaigns and secure lucrative business events.

We must therefore work collaboratively with our State Government and continuously invest in tourism in order to remain relevant.

Following the release of the 2018-19 State Budget, it’s pleasing to see that the State Government is delivering on their tourism election promises, including $21.5m over four years to grow the event bid funds, $10m in 2019-20 to invest in the state’s tourism marketing initiatives and $150m over ten years to deliver the Regional Growth Fund – an extremely valuable initiative given that our regional and remote areas account for 41% of the total spend from our visitors.  

However, there’s more to be done to ensure our tourism industry meets its 2020 targets of $8b and 41,000 jobs, with a call to action for future state budgets to increase tourism funding.

Our 900-plus industry members continue to reinforce the need for the South Australian Tourism Commission to receive sufficient funding, including ongoing investment towards their global marketing activities to ensure our magnificent state remains on the tourism map.

A whole of government approach to tourism is essential, as is the case in Queensland. We want our state government agencies to support and undertake projects that foster collaboration, including an annual visitor economy summit.

Likewise, our tourism operators and their staff must have the capabilities to deliver the best experiences possible, which is why SATIC is advocating to work in partnership with the State Government to strengthen industry and workforce development.

Furthermore, we will persist in seeking government support to reduce the costs associated with doing business, which particularly hinder the many small to medium sized businesses within our tourism industry.

Tourism will continue to evolve and diversify, and we must work collectively if we are ever to fully reap the rewards and unlock its full economic potential.





Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

Comments [ 0 ]

Meet a SATIC Member – Wilderness Escape Outdoor Adventures

12 September 2018


Wilderness Escape Outdoor Adventures offer nature-based adventure activities, as well as educational travel experiences for the children of today. 

General Manager – Luke Duncan says their mission is to create the outdoor-loving tourists of tomorrow.

"We are committed to developing life skills and exposing young people to what the great state has to offer,” says Luke.

Based on client feedback and the need to re-organise their services to better serve the needs of their clients, Wilderness Escape recently launched a new range of camp services for schools.

These include:

  • +Wild – day adventure activities, which can take place onsite at school, out in the bush or even make for a memorable addition to a school camp.
  • Wild Lite – set overnight camp packages at fixed prices, ideal for schools on a budget. Fully catered, including transport and three great venues, amazing value!
  • Wild XL – bestselling tailored camps, perfect for that combination of an all-inclusive tailored service and affordability.
  • Wild Premium – fully tailored with all services provided. An ideal option for returning customers and schools with multiple year levels going on camps.

Luke says introducing these services has provided a clearer understanding of what Wilderness Escape can deliver, with positive feedback having been received since they launched.

“It is important to understand your product/s and what your customers are seeking, as well as identifying the overlaps and gaps within the market.

“By seeking to understand what is currently servicing our customers’ needs and identifying what else can be done to fill the gaps, we have brought about some great outcomes for the business,” says Luke.

Since Wilderness Escape started in 1991, the business' core focus has been on providing a high level of excellence across all aspects of the business. Luke says this is achieved through attention to quality programming.

“We only recruit the best staff and we invest heavily in their development.

“Our risk management systems and processes are world class and underpin our continued ability to consistently deliver the best outdoor programming.

“Furthermore, we communicate with our strategic partners. As we deliver programs Australia wide, our key relationships make all the difference,” he says.

With the October school holidays just after the corner, Wilderness Escape have just released their October School Holiday Program.

Luke says the program is bigger and better than ever before, with the inclusion of the first ‘Adelaide Hills Road Trip’, a day adventure for 8 – 12 year olds which visits some of the Adelaide Hill’s most popular tourist spots.

“We utilise our vehicles, our outdoor equipment and our education instructor’s knowledge of South Australia to provide exceptional outdoor trips, which participants may not have the opportunity to do while parents are working.”

To learn more about the programs on offer, click here.

Comments [ 0 ]

Industry Update from SATIC’s CEO

14 August 2018

The first half of 2018 has been an exciting time for SATIC, having welcomed 384 delegates to our ninth annual tourism conference and completed our second round of ServiceIQ Smarter Business Workshops, with extremely positive feedback from industry on both initiatives.

We are extremely grateful to have had the opportunity to join forces with the Minister for Trade, Tourism and Investment – David Ridgway to deliver 19 regional tourism events across South Australia. As a first for the industry, these events have provided a fantastic opportunity for industry to meet with the Minister to discuss the tourism opportunities and challenges within their region, as we all seek to achieve the 2020 State Tourism Plan and Regional Visitor Strategy targets.  

687 people have attended the 14 events across seven regions, as well as Adelaide, with five more events set to take place next week in the Barossa Valley, Clare Valley, Yorke Peninsula and Limestone Coast regions.

It has been fantastic to see such engaging discussion between the Minister and tourism operators. Key areas for growth that have been discussed at these events include visitor infrastructure, marketing and experience development.

I have recently also had the opportunity to meet with the Minister for Environment and Water – David Speirs to discuss the importance for nature-based tourism and the opportunities for growth.

Moving forward, SATIC looks forward to maintaining its strong working relationship with the State Government to unlock the full economic potential of this key economic driver for our state. 

We also remain committed to advocating on behalf of our 900-plus members to achieve the priorities outlined within SATIC’s Tourism Industry Agenda, as well as providing business development opportunities to support sustainable business growth. 

I look forward to sharing regular updates with the SATIC community as we continue to deliver business growth outcomes for our valued members.

Shaun de Bruyn
Chief Executive Officer 
South Australian Tourism Industry Council

Comments [ 0 ]

Meet a SATIC Member – Griffens Marina Blanchetown

14 August 2018


Located on the beautiful Murray River in Blanchetown, Griffens Marina is a small family business, offering a range of quality hire houseboats suitable for two to 12 people.

The business was established in 2000 when owner Miriam Griffen and her late husband Don decided to make a river change from their farming and sheep property in the Mid North.

18 years later, the business has gone on to become an award-winning success story and was inducted in the South Australian Tourism Awards Hall of Fame in 2017.

Miriam says this year has been an exciting one for the business, not only having recently celebrated their 18th birthday, but earlier this year the business welcomed a new Daydreamer 6-bedroom deluxe houseboat, complete with a roof top spa.

“Daydreamer offers our guests the opportunity to cruise with larger groups and has already been extremely popular for special celebrations and family get togethers. It also gives us the opportunity to explore some corporate options and partnerships,” says Miriam.

“By having a full range of houseboats suitable for couples, families and groups of friends, coupled with our very personal service, we have a high rebooking rate.

“We want our clients to have a truly wonderful holiday and leave with new memories, so it is very important for us to build a relationship with them from the moment of first contact.

“We have been delighted to see many of our younger couples returning over the last few years now as a small family and introducing their children to the simple joys of a houseboat holiday,” Miriam says.

Having always been actively involved in tourism and industry bodies, Miriam says this has been essential to their development of relationships – locally, regionally and also at a state and national level.

“Small businesses are the backbone of many communities and we love being able to promote where we live, work and play!

“It is important to always be learning and striving to improve, and you gain so much from interacting with other operators, industry groups and businesses, as well as helping others where you can,” she says.

With the rise of social media and digital marketing versus traditional marketing, the business actively uses these platforms to increase brand awareness, educate their audience on the importance of a healthy river, as well as promote and share stories from around the region.

“It is now so easy to help promote and share stories from many sources and this helps grow the tourism pie for everyone.”

Not long after Griffens Marina was first established in 2000, Miriam says the business became involved in the Australian Tourism Accreditation Program (ATAP), which provided tools to help better understand and grow the business.

“It is also an outstanding way to keep records and information up to date.

“By reviewing our processes regularly and analysing statistics as an important part of our management activities, we always have strategies in place to adapt to changes when needed, says Miriam”

Looking ahead to next year, the business will be undergoing some facility upgrades planned for the marina.

“We also have a program of continually upgrading and refurbishing our houseboats,” she says.

As for her top three tips for business success, Miriam believes it is all about having a passion for what you do and working hard to be the best that you can be.  

“Genuinely enjoy your customers and strive to give them the best experience possible.

“Have pride and believe in your business and continually review your plans and actions to help you achieve your goals.

“Lastly, take opportunities to learn and grow whenever they may arise, says Miriam.”

View website >

Comments [ 0 ]

Industry Sentiment Decreases, While Other Indicators Suggest Growth – Tourism Barometer June 2018

03 August 2018

The SATIC Tourism Barometer survey for the June quarter of 2018 found that tourism performance and outlook decreased slightly with both indices falling by 3%. The business activity index at 115 points and the business outlook index at 122 points, however, both remain above the mid-point of 100 indicating that sentiment remains positive[1].

When the sector indices are compared with the previous quarter, the activity index was up for the business and conference / business meetings sectors, steady for festivals and events and down for the holiday / leisure sector.

The performance was supported by conferences and business meetings which included the hosting of the Australian Tourism Exchange (ATE) in Adelaide in April. ATE contributed around $10 million[2]to the local economy and provided opportunities for regions to showcase their products.

Adelaide also received two large Chinese incentive groups in June[3]with more than 3,000 visitors contributing an estimated $11.2 million dollars in economic benefit.

Other positive factors mentioned by members included marketing activity, regional events and increased visitor demand from both international and domestic markets. The National Visitor Survey and International Visitor Survey[4] results for the 12 months to March 2018 continue to show record levels of visitation to South Australia with international demand up by 9%, intrastate up by 7% and interstate up by 1% – an increase of 5% overall. The number of visitors from China grew by 14% while visitors from the USA were up substantially by 24%.

Factors that were negatively impacting industry sentiment involved increasing levels of supply, including AirBnB listings and discounting leading to lower yields. While demand appears to be strong, the extent to which individual businesses will benefit will depend on a range of factors, such as the business structure and location, exposure to new markets and the impact of competition.

The cruise ship sector reported a strong performance for the year with 65 ships and 150,680 passengers and crew arriving in 2017/18 – up from nine ships and 6,209 passengers and crew in 2007/08. A total of 86 cruise ship visits are expected to South Australian ports in 2018/19[5].

The ABS Labour Force[6] figures for May 2018 for the accommodation and food services sector in South Australia were also very positive, showing an increase of 21% in the number of persons employed when compared to May 2017. Both full-time and part-time employment were up by 21%.

In the 2017/18 financial year, passenger movements through the Adelaide Airport were up by 3.9% for domestic and 5.5% for international[7]. International passenger movements in the financial year reached one million for the first time.

Growth has been supported by the addition of new routes and additional capacity. Both Malaysia Airlines and Cathay Pacific have announced service increases in the second half of 2018.

SATIC Chief Executive Officer Shaun de Bruyn said that while the SATIC Barometer suggests that industry sentiment has decreased to a degree, there are a wide range of indicators suggesting that demand is strong, with the South Australian tourism industry supporting economic growth and employment.

“SATIC continues to work alongside and support our 900+ members, ensuring for the sustainable growth of profitable tourism businesses.”

Read the full report >

[1] An index above 100 indicates growth with more businesses experiencing an increase when compared to those experiencing contraction. An index below 100 indicates more businesses experienced weaker conditions.



[4]Tourism Research Australia


[6] Australian Bureau of Statistics. Cat. 6291.0.55.003. Labour Force Australia, Detailed


Comments [ 0 ]

Meet a SATIC Member – Woodstock Wine Estate

19 July 2018


For decades Woodstock Wine Estate has captured the essence of McLaren Vale through their opulent array of beautifully structured wines.

With their ongoing commitment to offering quality produce and delivering personalised service to their guests, it is no surprise that Woodstock remains a leader within its region.

We caught up with Wedding & Events Manager Jody Macpherson-Fowles to learn more about what has been happening within the business.

Jody says it has been an exciting time for Woodstock and a year of significant milestones.

“Not only does 2018 mark 45 years since the Woodstock property was purchased by the Collett family, but it marks 35 years since the first wines under the Woodstock brand were released, and 30 years since we opened our contemporary Australian cuisine themed ‘Coterie Restaurant’

“We recently also opened our new cellar door – The Stocks Tasting Room and launched The Stocks Society Wine Club, says Jody.”

Having received a $25,000 grant from the South Australian Wine Industry Development Scheme Cellar Door Grants Program, enabled Woodstock to expand their facilities and undergo the development of The Stocks Tasting Room, which in turn has created new jobs for the region.

Jody says it is important for businesses to “be aware of what your clients want and of market trends, while still remaining true to your brand.”

With this in mind, Woodstock used their new tasting room to create an in-depth and immersive experience for their guests. This included forgoing the traditional tasting bench and instead bringing the experience to their guests.

The development marries the new with the old and reflects the ethos behind the Woodstock brand, incorporating WA Jarrah timber – of which has a rich history for the Collett family, having been used within the family for fortified production over many years.   

Moving forward, the business continues to enhance their product offering, which includes upgrades to their log cabin accommodation and the completion of a wildlife viewing platform and tasting area.

Jody says no matter what your product offering may be, or how big your business may be, it is vital to the longevity and success of a business to “know your customers and always go the extra mile to make your guests feel at home in this glorious state!”

Visit website >

Comments [ 0 ]

Meet a SATIC Member – Juggle House Experiences

15 June 2018

Juggle House Experiences is a new and fun South Australian tour operator and Murray River holiday accommodation business, located ten minutes from the picturesque township of Mannum. Born from the exciting new venture of The Bend Motorsport Park and regional events like Sounds by the River, Juggle House Experiences specialise in land tours for floating holidaymakers along the river.

Owner operator and Master Juggler, Kelly Kuhn has worked in the South Australian tourism industry for over 20 years, with eight of those in the position of Regional Adelaide Hills Tourism Manager for the South Australian Tourism Commission (SATC). Skills gained in hosting famils and packaging holds her in good stead to proudly showcase the best of the State’s offerings in a luxury vehicle for both charter groups and free independent travellers.

Kelly says the most important feature of the business is that they customise the experience to what the customer is seeking.  

“The focus is on light hearted, but engaging and insightful stories. We juggle the balls, and make it happen.

“The name is simple.   Life can be a juggling act.  Juggle House Experiences allows customers to put the balls down.  Relax.  Unwind.  Enjoy the Journey.

“We have a foot in the door at the latest happening places in SA. Our existing relationships with food and wine venues, helicopter charters and other perceptive tourism friends allows us to create memories that last a lifetime.”

May 2018 saw the exciting new purchase of the 11-seater ‘The Entertainer’ chauffeured vehicle for Juggle House Experiences. The luxurious Mercedes limousine is fully equipped with three LCD TV’s, surround sound, DVD players, Karaoke and mini bar. 

Kelly says, “it truly is instant good mood material.

“With club lounge leather seating and plenty of leg room, our customers travel in style and have a trip to remember. For large groups, we have access to multiple comfortable vehicles with an intriguing line-up of entertaining story tellers."

For five years, Kelly has been working with Big Bend by Night storytellers Mardi and David LeBrun, recently featured SATC Tourism Champions. Continuing the partnership, they specialise in houseboating or river holiday rental groups from interstate and New Zealand, who add to their itinerary lingering Barossa wine tours, or trips to Monarto Zoo and the Adelaide Hills.

Outback pub tours are also show stoppers, and Kelly is looking to set up tours from accommodation properties based in the Coorong area since the establishment of The Bend Motorsport Park.

Another part of the business is ‘The Juggle House’, Kelly and husband Wayne’s homestay holiday rental situated on the Mighty Murray Way Touring Route.

“Everything is thought of, so the groups can just come in and relax. The main feature is the huge entertaining area with wood pizza oven, and the five-person jet spa which is not common in river holiday properties because of the maintenance required,” says Kelly.

When Kelly is not on the road, she also hosts the Lions 360 Tour at Monarto Zoo and is the Deputy Mayor for her local Council, plus raising her ten and eight year old daughters. So, Kelly truly lives up to her title as Master Juggler. And she can actually juggle for real - three in one hand, two in the other! Customers love seeing this, plus having a go themselves on tour.

“If I have learnt anything from my time in tourism, it is to appreciate the customer journey. The stages they go through from booking their experience, to living up to their expectations. We can still make it educational, but mostly people need to relax on holidays and love the light-hearted storytelling. It is vital we showcase every part of South Australia in the best possible light to keep them coming back.”

View the website > 

Comments [ 1 ]

Meet a SATIC Member – Gawler Caravan Park

16 May 2018


Family-friendly Gawler Caravan Park, first started in the 1970’s, providing the perfect gateway to Adelaide and the Barossa.

A near 18 months ago Simon and Ali Eberhard took over the established business, with a mission to transfer the Park and the visitors experience.   

Although the Park performed well, Ali says it hadn’t been shown the love it deserved in quite a long time.

“We wanted to change the focus from cheap, low grade accommodation to that of a better standard and an overall better accommodation experience,” says Ali. 

With an understanding that tourism is a dynamic and an ever-changing industry, Simon and Ali went into the business with a ‘never take things gently’ approach and a desire to ensure they actively worked towards meeting the expectations of their visitors.

“Simon promised me six months of learning the business before he tried to change anything. Six months and one day in, away we went.

“We sold off old permanent vans with hard annexes, changed our focus to tourists, not permanents, won a tender to house 100 Pacific Islanders for six months while they worked at a local tomato farm and installed seven new prototype Eco-Villas.

 “We also updated our booking system, joined Top Parks, improved landscaping, audited all our electricity usage, added procedures for day-to-day operations and formalised relationships.”

As a result of these upgrades, Ali says repeat visitation and revenue has continued to grow, with Gawler Caravan Park having now achieved a 4.7 rating on Trip Advisor.

Becoming an Accredited business has also served as a reminder to Simon and Ali of the procedures that require following and the areas for improvement, says Ali.

“It is a checklist for us to follow to ensure that our guests are benefiting from the streamlining of processes and procedures that we have been working on.”

Moving forward, Simon and Ali are looking forward to establishing working relationships with local businesses to encourage visitors to explore the local area and enjoy the local produce.

“We are currently creating a discount list for local businesses, to encourage our visitors to shop locally, as well as developing maps and ideas for travellers to explore the local area.

“We are also in the early stages of creating picnic basket tours with a local business, creating great food for clients to take on a drive-your-own day trip.”

Having started their venture with little experience, Ali says the biggest benefit throughout their journey has been the assistance of their industry association.

“They connected us to people who had been in the industry for a long time, who guided us through government body requirements, licenses and procedures, as well as ensured that we were well on the way to having a complete business.

“We decided to create a business that we would be happy to use as consumers, and we feel we are now well on our way. We have confidence in our product and are less reactive to events outside of our control.

"While there is a long way to go, we feel that the tourism industry in South Australia is healthy and growing, and we love being a part of it!"

Visit website > 

Comments [ 0 ]

Business Activity & Outlook Fall from Recent Highs – SATIC Tourism Barometer March 2018

27 April 2018


The SATIC Tourism Barometer survey for the March quarter of 2018 found that tourism performance, while still positive, declined in comparison to the previous quarter by 13% to 119 points.

The short-term outlook index was also down by 13% to 126 points.

The operators felt that positive drivers for the quarter were the events season, the number of cruise boats coming to Adelaide and an early Easter this year. Demand from international and interstate visitor markets was also strong.

The Fringe Festival continues to go from strength to strength with the number of tickets sold exceeding 700,000 – an increase of more than 7% from last year. The Adelaide 500 also had a good year with attendances up from 2017.

The number of cruise boats into South Australia over the 2017/18 season (to March 30) was up by 24% - with 16 additional visits.

The extreme heat during the month of January, particularly throughout the Tour Down Under week, may have impacted attendances at that event. The hot weather may also have dampened regional touring to some extent.

Other factors cited by operators that may have had an adverse effect were the impact of increased competition by AirBnB and the State election held in March.

While the outlook for the next three months was also down, the outlook was supported by events, including the Australian Tourism Exchange (ATE) in Adelaide and the Special Olympics National Games.

On the aviation front the supply of seats continues to grow with a new service between Adelaide and Newcastle as of March, while Malaysian Airlines has announced a fifth weekly service to Kuala Lumpur as of July.

The proportion of operators reporting that they had employed additional staff was 24% - again somewhat down from the December quarter (36%). ABS Labour Force figures for the month of February 2018 showed an increase of 4% in the number of persons employed in the accommodation and food services sector when compared to the same time last year.

SATIC Chief Executive Officer Shaun de Bruyn said that while the SATIC Barometer for the March quarter was down, conditions for tourism are positive with the industry reporting solid performance on the back of another successful events season.

“With Adelaide having just hosted ATE for the first time since 2010 and other business events in the pipeline for the new $400 million Adelaide Convention Centre, the industry is looking forward to continued growth in 2018,” says Shaun.

Read the full report > 

Comments [ 0 ]

Meet a SATIC Member – Caravan & Camping Industries Association of SA

13 April 2018


In 1960, it was evident to people in the caravan and camping industry in South Australia that a representative body needed to be formed to advance their interests and promote self-drive tourism.

Twenty-three people from the caravan and camping industry met at the offices of the South Australian Chamber of Commerce in Pirie Street, Adelaide in 1960 to form the Caravan Trades and Industries Association, and what is currently known today as the Caravan and Camping Industries Association of SA (CCIASA).

Since then, the CCIASA has been organising caravan and camping shows for over 50 years celebrating its 50th anniversary in 2017.

CCIASA is a self-funded membership Association with profits from the caravan and camping shows being reinvested into promoting and developing the caravan and camping industry. With a current membership base of 112 South Australian businesses, the CCIASA continues to be an effective and relevant Association in South Australia.

We caught up with Chief Executive Officer - Stuart Livingstone to learn more about the award-winning business, including plans for the future.  

“For the past six months the CCIASA has been transitioning in a new team lead by CCIASA Chairman -Michael Ford and myself.

“Although this transition has been challenging, it has provided a great opportunity for us to realign our resources and focus to continue to deliver tangible benefits and outcomes for our members.

“Within this period, we have been recording steady annual growth averaging 12%.”

During this time, the CCIASA has also been focussing on leveraging off their activities to build their consumer database. Simple strategies include;  

  • offering an eBook online for order;
  • online tickets sales for caravan and camping shows;
  • competitions ran through member businesses or events;
  • opt ins on Facebook;
  • EDM signup popup prompt on the consumer facing website

“Capturing a consumer’s email address was the first step in developing the capability and effectiveness of an electronic direct mailout (EDM) strategy. Regular, relevant and engaging communications with consumers is a minimum requirement in order to convert subscribers into sales.” 

In developing their EDM strategy, Stuart says the CCIASA have also been focussed on building ‘automation’ and ‘dynamic content’ through their online EDM service provider - Vision6.

In its simplest form, ‘automation’ is used to automate a schedule of banked EDM’s automatically triggered from the time of subscription. While ‘dynamic content’ is used to routinely change the header image of an EDM to make it more relevant and captivating to a particular subscriber.

For example, if your subscriber was a 30 year old with young kids, the image may feature a young family having a great caravan and camping holiday with a pool and a jumping cushion in sight.

“Although this strategy has required us to capture slightly more information at the time of registration, these few simple tactics have increased open rates by 13% and website click-through rates by 22%.”

“Moving forward, we are looking forward to potentially commissioning SATIC to deliver components of a caravan and camping specific training and development program, and conducting regular industry specific research to be overlaid with greater tourism industry data.”

Stuart says the CCIASA is also excited about reinvigorating caravan and camping shows through potential partnerships with other peak industry bodies of products or services allied with caravan and camping self-drive holidays.

“Achieving more through collaboration is a one guiding philosophy the CCIASA is focusing on moving forward. Collaboration will provide opportunity to leverage creativity, experience and resources. We believe that through collaboration the greater tourism industry can achieve more, and therefore we welcome discussing collaboration opportunities with South Australian tourism operators.”

View website > 

Comments [ 0 ]

Meet a SATIC Member – Shiraz & Co Tours

26 March 2018


Shiraz & Co Tours help locals and visitors experience the amazing flavours of South Australia by offering hand-picked and crafted gourmet food and fine wine adventures for the enthusiast who wishes to take their experience to the next level.

From an early age Managing Director – Armin Apold was inspired to become involved within the South Australian Tourism Industry, having grown up in a family engaged with tourism.

“Seeing how much joy and happiness this service sector can generate when delivered with passion and enthusiasm leaves its mark," says Armin.

“Our State is well recognised as a wine tourism destination and we are blessed with artisan producers offering a wide range of fresh and vibrant products and experiences.

"Curating unique and interesting new experiences is what tourism is all about, and for tourists what makes leaving home and spending hard earned money and precious time worthwhile.

“The tourists will come if you offer them something that makes them feel special and deliver an experience that is unforgettable.”

As advocates of the SlowTourism movement, Shiraz & Co tailor solutions based on the ‘linger longer, travel less and experience more’ premise.

"We believe tourists appreciate this rather than the more traditional mass tourism; one size and ‘time to get back on the bus’ model,” says Armin.

To further cater to their target market consisting primarily of couples on holiday – seeking to satisfy their passion for food and wine, Shiraz & Co introduced a luxurious high-end vehicle to supplement their small group tours and started promoting SlowFood focussed Luxury Degustation Tours.

“These have become our focus as the venues and activities complement each other and create an intimate food and wine journey through a region. Couples really appreciate the extra attention and getting spoilt.”

In valuing industry collaboration as a key business development tool, Armin says it important for businesses to detail what they wish to achieve and evaluate who can help to reach those goals.

“To save a lot of wasted time and money learning the hard way, spend the time up front early detailing what you want to achieve and then find someone who specialises in the niche area you operate in.

“Just like your own business, there will be those which thrive by focussing on their point of difference, just make sure there is a lot of synergy, go with your gut feel and the odds of kicking goals will be better."

Shiraz & Co are now working with other small niche market boutique and like-minded tourism providers whose services complement their own, crafting some amazing joint venture experiences.

“We have found that sitting in a vehicle is not always the best way to experience the full scope of our great food and wine regions, because you miss a lot of what Australia is all about. It is our pristine landscape that lends so much to the overall uniqueness of what is on offer.

“So, we are linking up exciting and new ways to experience what’s great and making it much simpler for visitors to get out and get amongst it, be it by sea, air or other means.”

Armin considers the ongoing rise of social media to have had a huge impact on the tourism industry, highlighting that although tourists now use digital technology to discover tourism destinations and book, they ultimately still rely on the experiences had by real people.

“Although people want to know it all, have a hand in it, be independent and have control, we have found that they ultimately still rely on real people’s experience to show them the way. Therefore, it’s always important to make the experience safe, memorable and above all – extraordinary.”

View website > 

Comments [ 0 ]

Meet a SATIC Member – Tanonga Luxury Eco Lodges

14 March 2018



Multi award winning Tanonga Luxury Eco Lodges are an exclusive and intimate luxury eco experience on the Eyre Peninsula, South Australia. Situated on 96 hectares of restored natural bushland near Port Lincoln, visitors can enjoy magnificent views, walking trails, abundant rare bird and wildlife, local wine, gourmet food, and the complete privacy of their own architecturally designed, solar powered, self-contained luxury eco lodge.

They can nestle into the park-like bushland of the valley site, or float atop the ridge site with stunning views to the sea.

Tanonga Luxury Eco Lodges are luxurious, sensitive and unique. Guests can escape to Tanonga and indulge in the luxury of nature.

We caught up with Jill Coates, Owner of Tanonga Luxury Eco Lodges to find out more about the business and their dedication to providing an eco-friendly experience for their guests, while supporting the local community.

“We have a personal commitment to the environment and to environmentally and ecological sustainability,” says Jill.

“We value local organic products, their producers and local providers of tourism experiences. We believe small business is the heart and engine room of the region and we support our local small businesses as much as possible.

“We offer the only luxury ecotourism experience in Lower Eyre Peninsula and were the first to establish high end tourism such as this on Eyre Peninsula, winning the New Tourism Development Award in 2009. We are proud of this achievement.”

As an award-winning business, Jill’s key to business success is all about maintaining a commitment to quality and outstanding customer service.

“We have all experienced the frustration of the limited customer service offered by many global companies in our sector – instead we aim to be the best we can.”

She also encourages other tourism businesses to be authentic, as well as honour and advertise only what they're able to deliver on.

“Our experience has been that guests are even more impressed when they experience the ‘real thing’.

One of the many unique experiences guests can expect when staying at Tanonga Luxury Eco Lodges is a visit from the elusive yellow tailed black cockatoo.

“With their image taking pride of place on our guest book, nesting and dining in our ‘backyard’ and their gangling squawking over our house is both welcome and heart-warming as each year we see this critically endangered birds’ numbers rise – just a little.”

Recently the property expanded to include a three-bedroom, one-bathroom dwelling, which Jill says has the potential to be a residence, caretakers, family or couples lodge.

“This year our focus is on upgrading our walking trails and hopefully our billabong, given that we are successful in winning a national resource management grant, which we recently applied for – fingers crossed!”

View website > 

Comments [ 0 ]

Meet a SATIC Member – Adelaide Shores

14 February 2018


Adelaide Shores is a multi-award-winning precinct set on 1.2 kilometres of coastline in the Adelaide suburb of West Beach.

Boasting two expansive accommodation properties, function venues, premier golf courses, boating marina and internationally rated sporting facilities, there is little wonder why Adelaide Shores remains one of the South Australia’s most popular holiday destinations and Adelaide’s hub for accommodation and sporting events.

“Adelaide Shores has a dedicated Groups Team that can help organise any group holiday, whether that be a reunion, sporting team, school group and corporate retreat," says CEO, Kate Williams.

“We have a large range of accommodation that is suitable for every group along with on-site catering available by request.”

“We also foster the next generation of tourism industry professionals through our Junior Seagulls Program, providing local school students in years 10 to 12 with paid work experience across all departments."

"This provides pathways for students seeking careers in tourism and hospitality, and has proved its value as a source of talent for us.”

At the end of 2017 Adelaide Shores officially unveiled its $4million premium accommodation village at its BIG4 Caravan Park.

Nestled in a quiet corner of the park with beach access, the ‘Beach House’ village makes the West Beach-based caravan park one of Australia’s biggest.

“There are 6 three-bedroom and 15 two-bedroom houses available. All are beautifully furnished with en-suites, private decks and BBQ facilities,” says Kate.

“The Beach Houses, which are now Adelaide Shores’ premium accommodation offer, complement the BIG4 Park’s $1. 6million heated-lagoon pool and recently renovated $350,000 communal kitchen.”

Looking ahead, 2018 is a big year for Adelaide Shores with planned upgrades to their Resort, as well as hosting the 2018 National Special Olympic Games.

Having been awarded many accolades in the past few years, including Hall of Fame for Excellence in Sustainability in 2015, along with the BIG4 Adelaide Shores Caravan Park taking out the SA Tourism Awards in 2015 and 2016, Kate says entering the Tourism Awards has been a great addition to their marketing.

“Not only does it provide some great insights, but the PR opportunities have been fantastic.”

“The process of completing the Tourism Awards has also allowed a large number of staff to be involved in areas of the business they normally aren’t exposed to,” says Kate.

Adelaide Shores has a range of accommodation throughout the year, for more information visit their website or call 1800 444 567. Don't forget to follow their journey on Facebook and Instagram!

Comments [ 0 ]

Tourism Activity Index Rises – SATIC Tourism Barometer Dec 2017

09 February 2018


The SATIC Tourism Barometer survey for the December quarter of 2017 found that tourism performance continues to strengthen with the activity index rising by 6% to a high of 136 points – the highest since 2013.

The short-term outlook index was down somewhat from the previous quarter to 145 points, although this still reflects a strongly positive outlook for the future[1].

Business activity was stronger across all sectors – leisure, events, conference and business.

Comments from operators suggest there appears to be greater confidence surrounding the general economic climate with the tourism industry experiencing stronger demand from interstate and overseas visitors. Operators also perceived fewer headwinds than in the past such as the high dollar and government instability impacting consumer confidence.

Events continue to play a major role in stimulating demand for the quarter – in particular the Ashes test, the Pacific School Games, International 3 Day Event and smaller regional events. Other drivers were the cruise ship market, improved promotion of national parks and the nature-based tourism strategy.

The involvement of regional councils in supporting tourism is also a positive. Government investment in infrastructure such as the Kangaroo Island airport and the Bend Motorsport Park will continue to support the development of regional tourism in South Australia.

On the aviation front, the new QantasLink service to Kangaroo Island will support growth for the region while Qatar Airways, China Southern and Air New Zealand have increased services or capacity. The Adelaide Airport reported that December 1st 2017 was the busiest day on record with 32,698 passengers passing through the terminal.

The proportion of operators reporting that they had employed additional staff continued to rise – up to 36% for the quarter - while more than half the respondents (53%) are planning to invest in their business over the next 12 months.

ABS Labour Force figures for the month of November 2017 showed an increase of 2% in the number of persons employed in the accommodation and food services sector when compared to the same time last year.

Challenges for the industry were the continuing weakness of the backpacker sector which is exacerbated by the backpacker tax; cost of utilities, wages and other inputs; and supply of unregulated and accommodation.   

While the rising trend in outbound travel by Australian residents continues, higher interest rates overseas could result in a weakening of the $A which would support domestic and international travel demand.

SATIC chief executive officer Shaun de Bruyn says the SATIC Barometer demonstrates that tourism businesses in South Australia are experiencing positive conditions with all sectors reporting growth.

“We look forward to an exciting 2018 with the upcoming events season and further improvements to the tourism product and supporting infrastructure in Adelaide and across our regions,” Mr de Bruyn said. 

Read the full report > 

[1] An index above 100 indicates growth with more businesses experiencing an increase when compared to those experiencing contraction. An index below 100 indicates more businesses experienced weaker conditions.


Comments [ 0 ]

Meet a Student/YP Member – Percy Bueno

15 January 2018

In August 2017, Percy Bueno joined the SATIC team on an industry placement basis. As well as assisting with the day-to-day running of the organisation, Percy’s main role was to assist with the preparations for the 2017 South Australian Tourism Awards Gala Dinner – which even included an opportunity for him to take the stage and help present the Awards on the night. We caught up with Percy to learn more about his tourism journey and plans for the future.  

Having moved to Adelaide with his family in 2015 to experience a new life out of their comfort zone, Percy says his connection to the tourism industry was first sparked by his travelling experiences. From jungles, to cities and beaches, these experiences provided the opportunity for him to open his eyes to the many similarities and differences across the world.

“Tourism is one of the most innovative industries and that´s why I am attracted to it. If you develop a good strategy focused in the right market, you will be able to create different products or services according to the season, place, time, or visitors coming," says Percy.

Having completed Cert 3 in Events and a Diploma of Events Management at TAFE SA, Percy's internship with SATIC was a great opportunity to see his two passions (event management and tourism) work hand-in-hand.

During his time at SATIC, Percy’s tasks were both wide and varied – his highlight, however, was assisting with Tourism's Night of Nights – an event which welcomed 800+ attendees.

Moving forward, Percy is interested in a career in Tourism and Event Management and encourages other young tourism professionals to think outside the box and get involved within the industry.

“If you have just finished your studies, don´t think the only way to gain experience is by working in a well-known company. There are other ways to get involved in the industry, such as attending networking events, volunteering, analysing successful business cases, reading educational books or even researching the industry on the internet.”

As an industry that is rapidly changing, Percy also believes it is important for tourism professionals to be innovative and collaborate instead of compete to deliver excellence customer experiences that will “positively impact the State’s economy and create more jobs.”

Percy is currently looking for part-time work within Tourism and Event Management. To connect with Percy contact him at or through his LinkedIn profile >

SATIC’s Student/Young Professional Membership provides a great opportunity to learn more about the industry and network with industry members. Learn more > 

Comments [ 0 ]

Meet a SATIC Member – SeaLink Travel Group

12 December 2017


SeaLink and Captain Cook Cruises are part of the SeaLink Travel Group which is one of Australia’s largest tourism and travel employers with over 1,200 staff. SeaLink operate 75 ferries, catamarans and barges in SA, NSW, QLD, NT and WA and carry over eight million passengers a year. Not bad for a small ferry operation that commenced in 1989 with one ferry and two coaches!

Here in SA they have 350 employees, two ferries, one river cruising vessel and 39 coaches and touring vehicles.  

In SA, SeaLink operate the following brands:

  • SeaLink Ferries
  • SeaLink Holidays
  • SeaLink Tours
  • Kangaroo Island Odysseys
  • Kangaroo Island Adventure Tours
  • Vivonne Bay Lodge
  • Vivonne Bay Holiday House
  • Adelaide Sightseeing
  • PS Murray Princess
  • Australian Holiday Centre 

"SeaLink has been delighting travellers for many years, firstly in SA and now around Australia,” says Donna Gauci, General Manager of SeaLink Travel Group and recently appointed SATIC Board Member.  

“With our great products and services, we are able to create brilliant memories with all of the holidays, accommodation, tours and activities that we put together,” says Donna.

Over the last six to 12 months, SeaLink have introduced quite a few new touring programs, with their new food and wine focussed tours having helped lift the profile of Kangaroo Island as a food and wine destination. They have also “offered diversity to the type of touring [they] have traditionally offered, which has primarily been around nature and wildlife.”

“The new KI Wilderness Trail has been very successful in attracting walkers from around the world. The beauty of this five-day walk is that you can choose to camp each night along the trail, or be collected and taken to accommodation ranging from cabins, to hotel rooms to the luxury Southern Ocean Lodge. SeaLink and Kangaroo Island Odysseys offer both independent and guided touring/accommodated options.”

“Our new 7 Night Upper Murraylands Cruise reaches further up river to Morgan. Our Murray Princess cruises have many return customers and it is always nice for them to have a new itinerary to try, as well as support those towns and regions further upstream.”

Donna attributes the success of their South Australian holiday packaging, which includes a diverse range of their products, as having helped increase the length of stay in SA, as customers are visiting Kangaroo Island, Murray River and other regions of the State.

“Our new 4 Day Luxury Flinders Ranges and Outback Tour, which we can sell individually, or combined with KI, (two of the greatest nature destinations in the world), has [also] given us a very appealing product for key international markets,” says Donna.

Having a dedicated, passionate and helpful team are vital to ensuring your tourism business delivers quality visitor experiences, says Donna.

“Our people are amazing, they are energetic, friendly and professional and will always help travellers enjoy the very best of experiences – every time.”

As well as this, it's important to constantly evolve and incorporate new initiatives that will enhance the visitor experience and enable "Australian and international travellers to discover some of our country's most iconic locations." With this in mind, over the last six to 12 months, SeaLink have undergone upgrades to their facilities, implemented Kounta – a new point of sales system which has helped create smoother reporting, introduced LiveChat to their websites and put forward a strong focus on access for their customers, just to name a few.  

Check out the links to their new tours and packages: 

View website > 

Comments [ 0 ]

Meet a SATIC Member – Floating Melodies

15 November 2017


Music and food on a cruise is not an unusual concept, however, a cruise where all the elements are showcasing the place where the cruise exists is. On Floating Melodies, you can escape with some of South Australia’s finest cultural elements all in one place.

"Floating Melodies is a truly unique celebration, a little like a soiree with sightseeing that takes place on the Popeye, Adelaide’s local iconic River Torrens/Karrawirra Pari cruiser. On this cruise, you will taste some of South Australia’s world-renowned produce and beverages, see the riverbank, cityscape and birdlife, and hear some of South Australia’s finest musicians," says Producer, Emma Knights.

Floating Melodies cruises run on the first Sunday of each month, as well as offering corporate and private bookings and other special cruises throughout the year. In showcasing many of the elements that South Australia has to offer, there are also many cruises that showcase the multiculturalism within our communities.

In the last six months, Floating Melodies has employed two staff to take care of the guests whilst aboard the Popeye, introduced EFT payments on board and developed a new website.

“We also have a designer on board to create the graphics for each individual cruise which makes everything look more streamlined and professional."

In addition, “talks have started recently to expand Floating Melodies to other river cruisers in South Australia, Tasmania and even New Zealand.”

In 2016, Floating Melodies was awarded a silver medal at the South Australian Tourism Awards, as well as a bronze medal in 2015 and 2014. Through this process, Emma discovered the ways to improve the business and most importantly, ways to make the business sustainable both from a business perspective and an environmental perspective, which led Emma to becoming ATAP Accredited.

“Having the tick has been important to show audiences and suppliers that my business is of a high standard, and it means that I am always looking at ways to further fit the guidelines and improve my business. It also gives me access to publicise the cruises to an audience I could not reach on my own.”

Looking into the future, Emma says there are a lot of exciting new types of cruises coming up next year, as well as involvement in a new festival to be announced soon.

“You may also find Floating Melodies popping up in other places and there will hopefully be some more collaborating with other businesses along the riverbank too…think of a floating progressive dinner.”

“I am very excited to have musician, Adam Page performing in December this year. He is a wonderful and very entertaining musician if you haven’t seen him perform then I highly recommend coming along. There will also be a special Swedish Christmas cruise too just before Christmas – featuring songs from Roxette and ABBA! 2018 will see our first burlesque cruise next Valentine’s Day. Next year’s full program will be announced on the 8th of December.”

With the fifth anniversary of Floating Melodies fast approaching in 2018, Emma attributes much of her growing success to collaborating with other local businesses, this of which has helped her reach a larger audience base that she otherwise wouldn’t have reached on her own.

“From doing a lot of asking and re-asking, Floating Melodies has been a part of so many larger events like OzAsia, Cellar Door Festival Launch, Adelaide Food and Wine Festival and more.”

Working out where you want your business to sit in the grand scheme of things and persistence are also key to business success, says Emma.

“It took me almost a year to get listed on TripAdvisor. It finally happened because I attended a TripAdvisor event so I could actually speak to a person because they just kept rejecting me online. It still took another few months after that to get listed but it finally happened. Keep an eye on events that are of interest to where you want to go as without that event I would still be getting rejected.”

Most importantly, however, Emma encourages other tourism businesses to listen to their customers and seek out other local business people to talk with and ultimately learn from.

“We can all learn something from each other. Floating Melodies (and Emma Knights Productions) is only a young company but I have learnt so much from just trying things and talking to others. I am a performing musician by trade and so do not have some big trust fund or other means to fund my business now or when it started but I think if you believe in something enough you can make it happen! I believe there is so much talent here and so my business exists to showcase it, grow it and to also shine a light on all the other things I love about this state – the places, foods, beverages and the community.”

View website > 

Comments [ 0 ]

Industry Confidence Surges – SATIC Tourism Barometer Sept 2017

27 October 2017

Tourism operators are feeling more confident about the immediate future according to the September quarter 2017 SATIC Tourism Barometer.

The short-term outlook index rose by 16 points to a high of 154 with the business activity index also having increased by 18 points to 128 (1 - see below). The results demonstrate that business activity was stronger across all sectors including leisure, events, conference and business.

Internationally there is greater political instability and a trend to protectionism and fragmentation with the Trump agenda, Brexit, Catalonia and the election of conservative governments elsewhere. These developments will continue to support both the international visitor market to Australia and the domestic market as travellers become more risk averse.

When asked what was behind their positive outlook, respondents pointed to solid forward bookings, new infrastructure in Adelaide including the expanded Convention Centre and associated Riverbank precinct, the upcoming events season including the popular Ashes test match and increased inbound demand from Asia – in particular China.

Regionally, the announcement that Qantas will fly to Kangaroo Island from December 2017 including direct flights from Melbourne, the condition of the Murray River, the strength of the touring markets, nature-based tourism and the support for tourism by the SA Government and regional councils all contributed to an improved outlook.

In a number of instances, operators also expected improved performance as a result of investment in upgrading or expanding their product offering. One third of the respondents also reported that they had employed additional staff in the business when compared with the same period last year.

SATIC’s CEO, Shaun de Bruyn commented that “business sentiment is very positive, respondents also pointed to some headwinds including the broader economic outlook for South Australia post the closure of Holden’s, economic pressures on families and the publicity associated with power pricing and supply, said Mr de Bruyn”.

“In some areas operators are challenged by increases in room supply, in particular due to Airbnb."

“The strong results are in-line with the visitor demand figures for South Australia published by Tourism Research Australia for the year to June 2017, which show interstate and international visitor numbers both up by 3%."

Read the full report > 


1. An index above 100 indicates growth with more businesses experiencing an increase when compared to those experiencing contraction. An index below 100 indicates more businesses experienced weaker conditions.

Comments [ 0 ]

Meet a SATIC Member – Diverse Travel Australia

11 October 2017



Diverse Travel Australia is a full-service Destination Management Company for inbound visitors to Australia. Having been operating for nearly 20 years, the Diverse Travel team have found two specific niches; connecting clients with amazing Food and Wine experiences and Aboriginal cultural experiences.

Just recently, Diverse Travel were appointed the official Travel Partner for Adelaide, South Australia’s Great Wine Capitals (GWC) membership. Having completed a successful submission, come November they’ll head off to Chile to attend the GWC AGM and meet the other GWC Network Travel partners.

“Our aim is to spread the word about the uniqueness of Adelaide as a GWC with 18 wine regions in SA and several regions within an hour of the city,” said Director Caroline Densley.

“In addition to our great food and wine, SA offers a myriad of other fantastic experiences with wildlife, outback, Aboriginal culture and the city itself. In November 2018 Adelaide will host the GWC AGM so it will be our chance to showcase off all of this to the GWC network visitors.”

As well as being an Accredited tourism business through the Australian Tourism Accreditation Program (ATAP), Diverse Travel have also attained their Respecting Our Culture (ROC) certification, this of which Caroline considers to be important due to their long association with Aboriginal operators across South Australia.

“The relationships we have built with the operators and communities are the strength behind our capacity to deliver amazing Aboriginal experiences for our clients. Being accredited shows we are committed to running the business at a high standard for the long term and respect cultural protocols in all we do,” said Caroline.

Being a small business, the Diverse Travel team were determined from an early stage to create networks with other industry members. To help achieve this, they joined the Australian Tourism Export Council (ATEC) – the peak industry body for the inbound tourism sector.

“[ATEC] offered a great way to build the networks, not only in SA but nationally. Personally, I have been on the ATEC SA Branch committee for several years, a role I thoroughly enjoy and one that has enabled me to grow professionally as a person,” said Caroline.

In addition to preparing for their awaited trip to Chile as part of the GWC, Diverse Travel are continually working hard to grow their traditional USA and European markets, as well as keep up with the ever-growing Australian tourism market.

So, what’s the key to sustaining a successful, 20-year business? Caroline believes it’s down to having a genuine love for what you do, as well as a belief in your business and mission.  

“In the 20 years, we have been around there have been many challenges for the tourism sector worldwide so you need to be prepared to deal with all sorts of challenges. Networking and building relationships within the industry are important, so get involved wherever you can in your region,” said Caroline. 

Visit the website >

Comments [ 0 ]

SATIC Tourism Barometer - June qtr 2017

08 September 2017

The SATIC Tourism Barometer for the June qtr was down by 11% although the sentiment was positive with the short-term outlook index rising by 18% to reach 138 points.

Factors supporting a positive outlook included strong forward bookings, the completion of the Adelaide Convention Centre extension, stronger corporate market, nature-based tourism in regional areas, improved air access and growth in international visitor demand. 

Download the full version of the SATIC Tourism Barometer - June qtr 2017

View previous editions of the SATIC Barometer

Comments [ 0 ]

SATIC Tourism Barometer - March qtr 2017

12 May 2017


The SATIC tourism barometer for the March 2017 quarter jumped by 15% to 123 points as 54% of the respondents reported growth for the quarter.

The environment was stronger across all sectors including festivals and events, business and conferences and meetings.

Figures from Tourism Research Australia show that the level of demand continues to grow with domestic and international visitor numbers for South Australia increasing in calendar 2016.

Download the full version of the SATIC Tourism Barometer - March qtr 2017

View previous editions of the SATIC Barometer

Comments [ 2 ]

SATIC Tourism Barometer - December qtr 2016

06 February 2017

The SATIC tourism barometer remained in positive territory for the December 2016 quarter with virtually no change in the performance index or the short term outlook index.

While the volatile weather had some impact on demand for some areas the industry sentiment was positive with confidence supported by the coming events season, completion of the Convention Centre, new international flights into Adelaide, increasing awareness of Adelaide internationally and growth in the international market.

Demand continues to be strong with IVS and NVS data for overnight visitors in South Australia for the year ended September 2016 at record levels.

Download the full version of the SATIC Tourism Barometer - December qtr 2016

View previous editions of the SATIC Barometer

Comments [ 0 ]

SATIC Tourism Barometer - September qtr 2016

28 October 2016

The industry respondents suggested that tourism demand has contracted in the September 2016 quarter with the performance index down by 15% from 125 in the June quarter to 106 points in the September quarter. The result was influenced primarily by the cold wet winter and early spring.

The outlook index remained positive however increasing slightly from 121 to 124 points. The national survey data for the 2015/16 financial year (NVS / IVS) also remain positive showing that visitor demand for SA was at record levels with domestic visitors up by 8% and international up by 10%.


Download the full version of the SATIC Tourism Barometer - September qtr 2016

View previous editions of the SATIC Barometer

Comments [ 0 ]

Working Holiday Maker Reform

28 October 2016

You may be aware the Senate Economics Legislation Committee is having a short inquiry into the Government's proposed legislation on the Backpacker tax (Working Holiday Maker Reform) proposals.  A hearing will be held next Wednesday in Canberra. 

SATIC has a membership with the Australian Chamber of Commerce & Industry (ACCI) to assist us with representation on issues affecting the tourism industry nationally.

The ACCI has put in a submission based on the strong and now independently verified premise that the Government will raise more than it is projecting from the changes to income tax on working holiday makers and thus it does not need to raise the Passenger Movement Charge.

Previous submissions and comments from ACCI – Tourism have made it clear that the industry sees the backpacker tax as negative overall, this is reiterated in the submission but it is also written fairly pragmatically in an attempt to achieve the best possible outcome.

I invite you to read the submission and its attachment.

If you would like further information on the Senate Inquiry or the bills, follow this link to the Parliament's website.

Comments [ 0 ]

SATIC Tourism Barometer - June qtr 2016

26 July 2016

SATIC Tourism Barometer top line graph - June qtr 2016

The SATIC Tourism Barometer activity and outlook indexes for the June quarter continue to be positive with most respondents reporting improved performance.

Positive factors for the industry were the Riverbank precinct in Adelaide, events including conferences and business events and good weather for the school holidays.

The federal election was said to have kept people at home to some degree while some sectors such as houseboats were said to be underperforming. The NVS / IVS visitor statistics for the year to March 2016 reached an all-time record of 6.36 million overnight visitors for the State. Analysis of CPI data suggests that the weaker dollar is yet to translate into higher international travel costs.


Download the full version of the SATIC Tourism Barometer - June qtr 2016

View previous editions of the SATIC Barometer

Comments [ 0 ]

State Budget 2016-17 - What it means for Tourism Businesses

07 July 2016

Good news for tourism, with the State Budget extending the new tourism, marketing and major events fund for a further two years in the forward estimates.

Highlights on areas affecting tourism businesses:


New Budget Expenditure

Tourism, Marketing and Major Events Fund ($35 million over two years), extending the 2015-16 Budget measure to 2018-19 to continue to secure new events and market the State’s current events and tourism offerings.

  • $15 million over two years to secure additional major events and conventions to further drive visitation and economic development of the state
  • $14 million over two years to continue to grow tourism opportunities from the emerging international markets of China, India and South East Asia whilst maintaining the traditional markets of the United Kingdom, Europe, United States of America and New Zealand
  • $6 million over two years for destination development and domestic marketing campaigns to promote Adelaide and regional tourism experiences to the Australian market.

Targets for 2016/17

Destination Development

Continue to work with and support international and domestic airlines to encourage them to increase direct flights to Adelaide and ensure that current capacity is maintained.

  • Focus on advocating a compelling case for China Southern Airlines to initiate a new direct route to Adelaide.
  • Host 52 cruise ship visits to South Australian ports with a total capacity of up to 111 454 passengers. This will consist of 28 visits to the Port Adelaide Passenger Terminal with four overnight stays, 19 visits to Kangaroo Island’s Penneshaw and five visits to Port Lincoln.
  • Focus on working with existing tourism operators whose products have international appeal, to build their capability and ensure South Australia has a broad range of appealing and saleable product. The target is for 10 new international products to be sold and distributed around the world.
  • Implement actions identified in the China capability strategy to increase the ability of stakeholders associated with the visitor economy to meet the expectations of Chinese visitors and to enhance engagement with Chinese trade partners.
  • Continue implementation of the destination action plans with the state’s 11 regional tourism organisations.

Strategy & Policy

  • Work with DEWNR to implement the nature based tourism strategy and action plan.
  • Identify projects and secure agreement with the Commonwealth Government for the allocation of 2016–17 Commonwealth funding under the Tourism Demand Driver Infrastructure program.
  • Contribute to the success of the tourism industry by identifying where planning, policy and project objectives of government agencies and industry can be utilised, influenced or improved for the benefit of South Australian tourism.
  • Collaborate with the South Australian Tourism Industry Council to implement a revised South Australian tourism awards process and ceremony, to support South Australian award winners’ recognition at the national tourism awards.
  • Engage in cooperative international research with Tourism Australia as part of a consumer demand project in 11 countries to identify the core drivers of tourism appeal for South Australia.
  • Attract 78 000 conference delegates to the Adelaide Convention Centre, generating 312 000 bed nights.

Tourism Events

  • Strategically utilise the Events Bid Fund to secure events aligned with South Australia’s strengths, such as arts and culture, live music, food and wine, sporting and mass participation events to stimulate national and international visitation and exposure.
  • To continue to support, grow and market existing events and festivals that deliver strong economic outcomes, create vibrancy, utilise existing or upgraded infrastructure, profile South Australia and provide visitors with more reasons to visit South Australia.
  • To continue to grow the Santos Tour Down Under and the Credit Union Christmas Pageant to deliver strong economic, promotional and community benefits for all South Australians. To cement Tasting Australia and the Adelaide Fashion Festival as sustainable annual events.
  • Maximise the economic, tourism and community benefits of hosting major national international events in South Australia such as the Women’s Australian Open Golf.
  • Provide leadership to the South Australian events and festivals industry, including conducting workshops in Adelaide and regional South Australia with the aim of upskilling the industry and providing networking and collaboration opportunities.
  • Continue to innovate and secure new on and off track motor sport categories and event attractions.
  • Develop the format and content of the Clipsal 500 Adelaide event to enhance the experience of patrons and attract the next generation of motor sport fans and families.

Domestic Marketing

  • Promote Adelaide and South Australia’s key regional experiences in key markets nationally through a new global campaign to be featured on television and online.
  • Continue to encourage intrastate travel by promoting all South Australian tourism regions, with a focus on showcasing unique experiences, events and the state’s six touring routes, in a new campaign to be featured on television and online.
  • Secure additional national coverage across key media outlets, including leveraging sponsorship of local television programs as well as positioning South Australia as a must-see tourism destination through familiarisations and publicity initiatives.
  • Partner with leading travel industry associates to conduct cooperative marketing campaigns in key interstate markets to drive further visitation to South Australia.
  • Continue to implement the Regional Consumer Cooperative Marketing Fund, which provides funding to the eleven regional tourism bodies for consumer-based marketing activities. Funding is matched by the region, essentially doubling the marketing spend that would normally be undertaken.
  • Enhance SATC’s consumer website <> through the addition of new assets, including campaign landing pages, TripAdvisor reviews, consolidation of international language pages and personalisation of content based on specific user behaviours.

International and Trade Marketing

  • Undertake a range of cooperative marketing activities with travel trade partners and airlines in key international markets to reach wider audiences and grow consumer demand for South Australia.
  • Undertake a global campaign using a new, purpose shot state advertising asset showcasing the very best of South Australia. The asset will be the platform for all marketing activities undertaken in key international markets through mass reaching media and will showcase South Australia’s experiences and destinations that have high appeal with targeted international audiences.
  • Undertake marketing activities in the strategically important market of China, to continue the growth of visitors to South Australia. The focus in China will include the emerging partnership with China Southern Airlines, using the new state international advertisement campaign to enhance the prospect of direct flights, and subsequent visits and expenditure.
  • Continue to participate in key targeted trade events held in Australia and overseas ensuring that South Australian products and experiences are represented where appropriate.



New Budget Expenditure

Cleland Wildlife Park

  • $500 000 in 2016–17 to complete a business case for the redevelopment of Cleland Wildlife Park to enable the park to become a global destination for koala experiences.

Carbon Neutral Adelaide

  • $518 000 in 2016–17, rising to $1 million per annum thereafter to deliver on the state government's commitment to make Adelaide the world's first carbon neutral city by mobilising businesses, organisations, property owners and residents to reduce their emissions.

Targets 2016/17

  • Launch the Kangaroo Island Wilderness Trail.
  • Amend the management plans for seven metropolitan parks to allow for further development of visitor experiences in parks, including mountain bike riding, bush camping, horse riding and dog walking.
  • Implement strategies to position Cleland Wildlife Park as a destination of choice for international tourists.
  • Progress initiatives to improve the management and promotion (including tourism opportunities) of an internationally significant Ediacaran fossil site in the Flinders Ranges.
  • Engage local business and residents in the delivery of a carbon neutral Adelaide, unlocking discretionary effort and local innovation, in partnership with Adelaide City Council.



$50 million over two years to extend the existing tram network along North Terrace to the Old Royal Adelaide Hospital site.

A contribution of $7.3 million to the Adelaide City Council towards the revitalisation of the Market to Riverbank laneway link, at a total cost of $14.6 million jointly funded by the Council. The Market to Riverbank link connects Bank Street, Leigh Street, Topham Mall, Bentham Street and Pitt Street, to form a pedestrian connection between the Adelaide Railway Station and the Central Market.

$24.8 million over four years for the development of an e-Planning information technology solution to move planning documents and processes online. A streamlined planning framework will provide faster approvals, consistent planning rules, and ready access to information.

$9 million towards the $18 million joint state and Commonwealth Government project to upgrade the Kangaroo Island Airport. The upgrade includes works to the existing terminal and runway to accommodate larger aircraft for direct flights, including from interstate cities.

$1 million over two years for a transitional plan regarding the future of the Leigh Creek township.

$811 000 in 2015–16 for nine South Australian projects as part of the Remote Airstrip Upgrade Program. This includes Umuwa Aerodrome, Yalata Aerodrome, Cummins Airstrip, Amata Aerodrome, Fregon Aerodrome, Pukatja Aerodrome, Pipalyatjara Aerodrome and Cleve Airstrip. The Commonwealth Government has also separately provided $811 000 towards the program.

New arrangements associated with Taxi and Chauffeur Vehicle Industry reform in South Australia

$500 000 to further progress the business case for a new contemporary gallery.

$665 000 per annum from 2016–17 towards the South Australia China Engagement Strategy by increasing the state’s presence in the Shandong province.

$3 million in 2016–17 and $4 million per annum thereafter to Arts South Australia to enable the South Australian arts sector to drive sustainable and attractive levels of activity, to maximise job opportunities and economic benefits for the state and to enhance the tourism potential of South Australia.

$600 000 over two years to assist Business SA in developing South Australian small to medium enterprises for the export market. The program includes coaching and an advisory service.

$35.2 million in investing expenditure over three years for the redevelopment of Her Majesty's Theatre

$1 million in 2016–17 for the purpose of providing a conditional offer of a co-contribution amount to Telstra and/or Optus for inclusion in their applications to the Commonwealth’s Mobile Black Spot Programme. Improving mobile coverage within the state will contribute to improved productivity, improved safety and enhancing the reputation of the state’s key tourist destinations.

$350 000 per annum to the Office of the Industry Advocate, to support the development of a comprehensive understanding of the capabilities of businesses in South Australia that have the potential to either supply directly or indirectly to the State Government.

Additional ongoing support of $750 000 per annum (indexed) towards enhancing the OzAsia Festival.

$1 million to secure the Cedars, the former home of South Australian artist Sir Hans Heysen, for public viewing in perpetuity.

$1.35 million over three years to create a new live music events start up fund, UNESCO City of Music Events Fund. The fund will provide financial support to promoters to assist in the development of new music festivals.

An additional $250 000 per annum to the Office of the Small Business Commissioner to facilitate business mediation services and other functions performed by the office.

$1.2 million over two years to continue a program of economic development initiatives aimed at revitalising the Port Adelaide Regional Activity Centre.

A $9.6 million interest-free loan scheme was introduced to support Whyalla small businesses experiencing cash-flow challenges as a result of Arrium entering administration. 

Comments [ 0 ]

SATIC Tourism Barometer - March qtr 2016

12 May 2016

SATIC Tourism Barometer top line graph - March qtr 2016

The SATIC Tourism Barometer continued its positive run with the activity index and outlook index for the March 2016 quarter both well above the mid-point of 100 at 123 points each.

The result was supported by a strong events season which saw the return of the Women’s Australian Open Golf, record attendances at the Adelaide Fringe Festival, WOMAdelaide, international cricket and soccer, Clipsal 500 and the Australian and Asian Dragon Boat Championships. Easter also fell in March this year increasing travel demand in the quarter.

Data from Tourism Research Australia for the calendar year 2015 showed strong growth with interstate visitors up 14% from the previous year and international visitors up by 10% to a record 408,000. Intrastate demand was also up by 6%. The lower dollar and political instability overseas were said to be supporting domestic travel although the number of Australians travelling overseas still continues to rise.


Download the full version of the SATIC Tourism Barometer - March qtr 2016

View previous editions of the SATIC Barometer

Comments [ 0 ]

What the Federal Budget Means for Tourism Businesses

04 May 2016

Last night's Federal Budget focuses on the future while providing real help right now for more small and medium enterprises and its investment in tourism will help Australia to attract more international visitors and support jobs and growth in the sector.

Maintaining funding for Tourism Australia is a key commitment, which will pay dividends for the whole economy. Tourism Australia has been allocated core funding of $140.3 million in 2016-17. Total net funding for Tourism Australia is expected to be $176.3 million compared to $175.7 million in 2015-16. A decrease of $4 million in funds from Government is expected to be made up by funds from industry sources.

The Government will also provide $50 million over four years to the Australian Grape and Wine Authority to promote wine tourism within Australia and Australian wine overseas to benefit regional wine producing communities.

The Government sends a positive message to inbound tourists, by honouring its commitment to freeze the Passenger Movement Charge at $55 a head. Keeping upfront taxes and charges as low as possible is critical for promoting tourism and ensuring our visitors have more to spend when they are here.

The establishment of a premium border clearance service which has been advocated by the sector, a user paid service that will help to attract more high-spending visitors to Australia.

These initiatives reflect the fact that tourism is a star in an otherwise sluggish economy, creating many jobs and supporting our balance of trade. Every dollar invested in tourism marketing and developing our product delivers several dollars of returns to the economy and the Government.

About 1 in 20 Australian jobs is in tourism, following strong employment growth over the past year, it is vital that Government policies support tourism growth rather than strangle it.

It is disappointing that there has been no shift on the Government’s proposed tax increases for working holidaymakers, also known as the Backpacker Tax. The current proposal will lead to labour shortages in tourism, hospitality and agricultural businesses, particularly in regional areas, and see travellers choosing other competing destinations.

The Tourism Demand Driver Infrastructure Program continues into the new financial year.

Export Market Development Grants remain at $137.9 million for the coming year.

The Industry Skills Fund will be cut although $207 million over 5 years is still available.

The government is committed to reducing the company tax rate over the next decade, providing benefits for small and medium enterprises, and at the same time providing practical measures to help people become job-ready and give them a path to meaningful work.

Lifting the small business entity threshold from $2 million to $10 million turnover from 1 July 2016, will provide more businesses with access to benefits such as accelerated depreciation.

Reducing income tax through increasing the 32.5 per cent threshold from $80,000 to $87,000 will mean consumers have more discretionary spending available.

Training to work initiatives will give businesses access to youth workers with financial incentives.


SATIC is a member of the Australian Chamber of Commerce, the Australian Chamber's Budget In Depth publication provides you more detailed information on what has been laid out in last night's Federal Budget.

If you have any questions, I invite you to contact me or leave a comment below.

Comments [ 0 ]

SATIC Tourism Barometer - December qtr 2015

02 March 2016

The Business Activity index for the December quarter 2015 rose by 31%.

The improved performance was attributed to a sense of rising consumer confidence, an increase in the number of interstate travellers, events including corporate events and the impact of the Riverbank precinct developments.

In contrast, the Business Outlook index was down by 16%.

The survey results are supported by a range of other data with interstate visitors in the year to September 2015 up by 16%, room nights sold in accommodation in the year ended June 2015 up by 7% and Labour Force data showing employment in accommodation and food services up by 13%.


Download the full version of the SATIC Tourism Barometer - December qtr 2015

View previous editions of the SATIC Barometer

Comments [ 0 ]

SATIC Tourism Barometer - September qtr 2015

04 November 2015

SATIC Tourism Barometer September Quarter 2015

The Business Outlook for the September 2015 quarter was up by 30 points (26%) – increasing from 114 to 144 – following the election of Malcolm Turnbull as Prime Minister in September.  The improved confidence was associated with strong forward bookings, events in Adelaide and elsewhere and the anticipated impact of the lower dollar and improved consumer confidence.

The Business Activity for the quarter was also up slightly (4%) – from 95 to 99 points.  The number of visitors to and within SA increased by 6% in the year ended June 2015 when compared with the previous year. Interstate visitors increased by 11% while intrastate was up by 4% and international down slightly (< 1%).


Download the full version of the SATIC Tourism Barometer - September quarter 2015

View previous editions of the SATIC Barometer

Comments [ 0 ]

Taxi and Chauffeur Vehicle Industry Review

02 October 2015

Taxis and chauffeur vehicles are an important part of the South Australian tourism industry, and are often the first experience of Adelaide for visitors and tourists. It is necessary for that sector of the industry to grow and thrive into the future. The ability to provide improved services and an enhanced customer experience to these journeys is one of many outcomes intended in the review.

SATIC will be putting a submission forward on behalf of our members, but we also encourage you get involved through the online discussion or by taking the survey at YourSAy before 31 October.

Find out more >

Comments [ 0 ]

Nature Based Tourism Action Plan - For Public Comment

02 October 2015

Minister Hunter and Minister Bignell released South Australia’s Nature Based Tourism Draft Action Plan last weekend. It outlines ten actions for growing nature based tourism across the State, while supporting the ongoing conservation of our natural and cultural heritage.

It is the culmination of work that has been undertaken by the SA Tourism Commission and the Department of Environment, Water and Natural Resources, with industry workshops and a survey. SATIC has been directly involved as a representative on the project Reference Group. 

I encourage you all to provide a general comment back to government on the importance of growing nature based tourism across the State and if you have time please have a look at the document and make comment on the plan in more detail. Make sure you get involved before 26 October.

Nature Based Tourism is an important part of the visitor experience offering for the State and is a strong motivator for international visitors to choose South Australia before other destinations. As an industry, tourism needs to be working with government, traditional owner, conservation groups, region communities and others to grow the nature based tourism opportunities across the State.

Find out more >

Comments [ 0 ]

Message from SATIC’s General Manager

21 September 2015

After two weeks as SATIC's General Manager, I am excited to be part of the team and have hit the ground running with some key priorities including increasing member benefits, membership growth and engagement with stakeholders.

These priorities have been taken directly from SATIC's Strategic Plan which I will be launching at our next Talking Tourism networking event (now Thursday, 5 November).

The Strategic Plan provides a clear direction for SATIC for the next three years and focuses on SATIC being a credible voice for the tourism industry and delivering tangible returns for members, through activities that specifically assist building your business.

For those of you that don't know me, I am absolutely committed to SATIC and have a very good understanding of the role that it plays in the industry after having been on the Board since 2013.

My background is diverse, with experience in small business before entering tourism, then eight years in regional tourism (Eyre Peninsula) working with industry - key achievements included making a strong contribution by bringing the seafood industry into tourism and working with operators to promote the region. I then moved to Adelaide and spent a number of years working on tourism product development, before spending the last three years working across government to grow support for SA tourism.

SATIC represents tourism businesses across South Australia who provide services and products that earn the State many $100s of millions each year. They employ thousands of workers and showcase SA to visitors locally and from around the world.

This is a substantial contribution and the tourism business community needs a united voice to engage industry in all decision processes that shape our State's tourism future. That voice for tourism in South Australia is SATIC.

The recent appointment of Senator Richard Colbeck as the new Tourism and International Education Minister sees the reinstatement of the tourism portfolio into the new Turnbull ministry which is great news for the industry. The Prime Minister can obviously see the future and value in tourism by appointing a dedicated individual to the portfolio, alongside international education. Tourism is renowned for its innovation, which has also been set as an important agenda item for the Turnbull Government.

Membership support is critical to enable SATIC and industry to work toward continued growth, performance and profitability. I wish to take this opportunity to thank you for your continued support of SATIC and placing your trust in us as the State’s peak tourism industry body.

I invite you to contact me at any time via email or telephone 0419 841 190, as your communication with me and the SATIC team is critical to our success.

You may also receive a call from the SATIC team over the next few months as we seek feedback and your ideas on ways in which SATIC can grow member benefits.

An invitation for our AGM & Talking Tourism event on Thursday, 5 November (new date) will be sent out next month and I look forward to you joining us to hear more about the Strategic Plan and my immediate plans for the organisation.

Comments [ 2 ]

Become a member

Keep in the South Australian loop
Sign up to the SATIC Snapshot!

* indicates required

Keep up to date with SATIC via RSS