The South Australian Tourism Plan 2020 fits within the
Australia-wide approach of Tourism 20201
. This Plan is
focussed on achieving the South Australian tourism industry’s full
potential of $8.0b of visitor expenditure by 2020, which would
generate nearly 10,000 additional direct jobs in the
South Australian economy.
This is a plan for the whole tourism industry, from solo operators
right through to major businesses, associations and all levels of
Government. It takes the broadest possible scope, recognising
many types of businesses are part of the visitor experience.
Strategic priorities are identified that are triggers for lasting
growth, job creation and visitation across all regions of South
Australia. It defines a clear set of actions, allowing efforts to
be coordinated and resources to be focussed on the essential
elements that will make a difference.
This Plan will provide the foundations for:
• A profitable flourishing tourism industry that is widely
recognised as a core part of the South Australian economy.
• A significant job provider contributing to the growth of resilient,
vibrant and sustainable communities and regions across
South Australia, supporting social, cultural and environmental
outcomes as well as economic.
• Our tourism experiences to have wide seasonal appeal, deliver
competitive authentic experiences and create strong word
of mouth marketing and repeat visitation resulting in greater
investment and reinvestment in the ‘right’ products for our
target markets.
• Consumers to have a clear understanding of our competitive
advantage and the depth and diversity of our experiences. They
will have a high desire to visit in the near future. This desire is
readily and easily facilitated by the South Australian tourism
industry’s capacity to inform them of the best options for their
visit and to manage visitor bookings.
• Stakeholders in tourism to have a good understanding of
their role, connections and relationships with each other and
more widely across varied sectors in the economy. A strong
collaborative approach helps achieve agreed priorities.
Successful implementation of the strategic priorities in this Plan
will create flow on effects and impact many other aspects and
tasks needed to ensure a quality visitor experience. Hence this
Plan does not include a list of all actions required in destination
management planning across South Australia.