South Australia welcomes people back as domestic tourism becomes a possibility

The South Australian Tourism Commission (SATC) is welcoming people back to the state ahead of COVID-19 restrictions easing and domestic tourism being reintroduced.

SATC began to put a creative and media strategy in place in late April with the campaign launching on 11 May to coincide with the easing of restrictions.

Brent Hill, executive director of marketing at SATC, told Mumbrella the state has already seen an uplift in tourism interest.

“It’s been really fantastic to see the growth in interest, and that interest is translating to leads to our operators. We have spoken to a number of operators who are now getting solid bookings – a boutique luxe villa complex in the Adelaide Hills had 100 bookings in 10 days, Big 4 reported that SA had the highest surge in interest and bookings across the country, a river shack rental company reported ‘phones ringing off the hook’, and campground bookings into the National Parks website were up 120%,” Hill said.

“It’s really encouraging for our industry, and I think also is reflective of the fact that we’ve been present throughout the pandemic – through SATV. We’ve maintained our brand and now when we could put effective media behind our brand, its really taken off and that’s great news for our tourism industry in SA.”

While restrictions are slowly being lifted in other states, the SATC is hoping to inspire Australians to plan their next trip.

In April, SATC launched an online content hub, SATV, showcasing some of the state’s key tourism regions, local operators and businesses. Content continues to be released via South Australia’s social media channels and the SATV website.

A website for the ‘Welcome Back’ campaign has also been launched, to help people plan their itinerary, abiding by the latest COVID-19 advice.


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