Domestic marketing campaign pays dividends

The latest visitor statistics released by Tourism Research Australia, show South Australia’s domestic tourism marketing is paying dividends for the State’s tourism industry.

Domestic overnight visitors spent $3 billion in South Australia in the year to March 2010, up 13% on the previous year, according to the National Visitor Survey.

Tourism Minister John Rau says that, in addition to the positive expenditure result, which contrasting with zero growth nationally, the latest statistics also show South Australia outstripping the nation in interstate holiday travel growth.

"Notably, for the 12 months ended March 2010, South Australia recorded a 6% increase in domestic holiday purpose visitors and a 15% increase in domestic holiday purpose nights, while for Australia, domestic holiday purpose visitors were down 1% and nights were little changed," Minister Rau says.

"Meanwhile, domestic holiday purpose expenditure pumped $1.3 billion into the South Australian economy during the year to March, up 16% on the previous 12-month period, while the nation recorded an increase of 3%."

Minister Rau says these results show that the State Government’s investment in the multi-year "Isn’t It About Time" domestic tourism marketing campaign is delivering tangible results in domestic overnight holiday visitors and expenditure.

"Our biggest ever domestic tourism marketing campaign, launched in February last year, sells SA as a tourism destination to the key interstate markets most likely to deliver people who will visit our State, stay here longer and spend more, and the latest statistics clearly show our marketing is resonating with our target market," he says.

"The latest phase of the campaign is spearheaded by the Cellar Door television commercial, which was launched by the South Australian Tourism Commission (SATC) in February this year.

"The commercial, which targets high-yield, wine-loving east coast Australians, reclaims South Australia’s mantle as the home of Australian wine and showcases the fact that our State has more than 200 cellar doors less than an hour’s drive from Adelaide.

"The SATC’s extensive research shows that this is one of the holiday experiences our target audience craves, and it’s precisely what our State delivers so well."

Minister Rau says all South Australia’s tourism regions are featured in the "Isn’t It About Time" campaign.

"The Cellar Door television commercial is designed to grab the target market’s interest, so that they will visit, where they will find tempting holiday options from right across the State," he says.

"As these latest visitor expenditure figures show, that strategy is paying dividends for the State’s tourism industry."

Source = South Australia Tourism Commission
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