Victorians help push South Australia’s tourism industry to new high

29 March 2017

Hon Leon Bignell MP
Minister for Tourism

Tourism related expenditure in South Australia has reached a record $6.3 billion – and our neighbours in Victoria have provided the biggest boost to our visitor economy.

Interstate rivalry hasn’t dampened Victorian enthusiasm for our fine state – in fact the latest National Visitor Survey results released today show visitors from Melbourne reached a record high of 746,000, up 35 per cent on the previous year.

Our growing reputation as Australia's food and wine capital is drawing people to South Australia from all around the world. They're also being attracted here by our major events which are as diverse as boxing at Adelaide Oval to world-class Opera at the Festival Centre.

Our magnificent Adelaide Oval is proving to be a major drawcard for city tourism with latest figures by STR Global showing since AFL matches moved to the CBD from Football Park, attendances are up 44 per cent, accommodation revenue up 36 per cent and room nights up 25 per cent.

The upward trend looks set to continue this year with 22 Adelaide Oval games set for the AFL Premiership Season – thirteen of which are against Victorian teams. We will also see the first NRL game at the revamped oval when The Sydney Roosters host the Melbourne Storm and the Socceroos will return for their crucial clash with Saudi Arabia in June.

In the twelve months to December 2016, National Visitor Survey data released today shows:

  • Domestic travel continued to be the highest contributor to the South Australian visitor economy, with day trips and overnight stays injecting $5.4 billion.
  • Intrastate travel retained its position as the largest contributor, accounting for 3.9 million overnight visits – followed by 1.1 million visitors from Victoria.
  • South Australia attracted a record high 6.2 million domestic overnight visitors, up 6.1 per cent.
  • Adelaide attracted the highest number of domestic visitors with 2.5 million visits, followed by the Fleurieu Peninsula with 700,000.
  • Business visits to South Australia are up 11 per cent.
  • South Australia is consistently outperforming national growth rates, across all categories.

The results complement the recent International Visitor Survey figures, which showed international visitors pumped a massive $971 million into the State in the past year.

To view the National and International Visitor Survey Results visit

The State Government has set a target of a visitor economy worth $8 billion by 2020.

South Australia was also recently named by travel bible, Lonely Planet, as one the top 5 regions in the
world to visit in 2017. SA has also been named best event state for two years in a row at the Australian
event awards.

Quotes attributable to Minister for Tourism Leon Bignell
Thousands of extra jobs have been created in South Australia's tourism sector since our government
pumped in an additional $70 million.

We have more flights than ever before bringing people to Adelaide from around the world. We are
marketing SA in other parts of Australia and around the world.

People there are seeing the images, hearing our messages and are coming here in record numbers.

It's terrific to see so many Victorians coming across the border to visit us. They know about our
fantastic food and wine, our festivals, our major events and of course they know we have the best
stadium in Australia.

Tourism employs people throughout the entire state and pumps millions of dollars into local

The best money we can have in SA is the money out of the pockets, purses and wallets of people from
interstate and overseas. They have a world-class experience in SA while at the same time injecting
new money into small, medium and big businesses here and that money then flows through to workers'
bank accounts.

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ATDW-Online Visitor statistics, South Australia Restaurant Australia