Suggestions on boosting tourism in SA?

[crawf]

I thought I would drag this discussion from the Port Lincoln thread to here, considering all this recent talk of the state image and the recent article written by Alexander Downer regarding SA tourism.

I give the developer HUGE credit for having the vision and commitment to do this in SA. It's the SA government and the SA tourism commission I was having a go at.

They should be encouraging a lot more major projects along these lines, and they should be designating certain huge parcels of land exclusively as future tourist attraction development zones. That's what happens in all the major cities in the world that have tourism.

I agree with the comment about SA Tourism, they have been useless in the past which has resulted in average tourism adverts and the boring reputation. There is lots of interesting things to do and see in Adelaide and SA but much of is missing from tourist guides or there is very little information about it. The whole Adelaide tourist brochure needs an overhaul and even maybe possibly including the Adelaide Hills. Considering it's an extension of Adelaide and majority of visitors to Adelaide always end up in places like Hahndorf or Mt Lofty.

I'm going to sound like a typical Adelaide basher but some of our major tourist attractions aren't exactly amazing. I'm hoping this city resurgence and future mining boom and results in a new larger South Australian Museum, don't get me wrong the current building is a lovely piece of architecture but it's restricted in size and missing the wow factor. I would love to see an exhibit dedicated to Adelaide's history, bigger exhibitions and more interactive things. The Art Gallery however is a lovely attraction inside and out.

Another museum that needs to be relocated is the Maritime Museum. Again another beautiful old building with some interesting exhibits, but it's restricted in size. I would love to see a new Maritime Museum built along the Port Adelaide Waterfront, with possible additions being the City of Adelaide ship and a submarine. I went to the Sydney Maritime Museum recently and it was extremely fascinating climbing inside a submarine and ex air-warfare ship. This could be the answer to putting Port Adelaide back on the map.

I would also like to see the Adelaide Zoo relocated to a bigger site or expanded, but that's a pie in the sky dream. Though in the meantime they can drop the ridicolous over-priced entrance fees to a more decent price, then maybe more people will go there.

While it's high time our awesome festivals and events got bigger national attention. I want to see more advertising for our major events, especially the Adelaide Fringe and Tour Down Under.

However it's not all doom and gloom. As we all know we've got a State Government that is committed to making Adelaide a vibrant and competitive city again. Projects like the Riverbank developments and changes to the planning guidelines for buildings and small bar venues will give tourists the impression that Adelaide is an exciting destination with many things to do and see. It's quite exciting to think in the near future that people will be able to walk from a AFL match to the city centre via a redeveloped and improved riverbank precinct, resulting in more tourists from interstate, particular Victoria. Where as before they were put off by travelling to a substandard 1970s stadium miles away from the city.

Then there's Rundle Mall which is such a major asset to Adelaide that gets taken too much for granted. There is nothing better than taking a stroll down the mall and watching the buskers, the upgrade will only enhance it further. Victoria Square is another exciting prospect, let's just hope that it actually finally starts this time.

It sucks we have lost attractions like Dazzleland and Mt Thebarton (kids have no idea how good it was back then). Though hopefully this resurgence that is happening in our city will result in more tourism options, things like a new and exciting SA Museum or Mike Rann's Aboriginal Culture Centre or even just the simple thing of a multi-screen mainstream cinema and bowling alley. Adelaide has the foundations to be a very exciting tourist destination with the added bonus of being the gateway to world-class wineries, beautiful regions and the outback. One day...

Moving onto the regional areas, Alexander Downer is right that our major natural attractions are missing decent and large resorts. The Flinders Ranges for example looks amazing, but it's missing a major resort with different options of accommodation and leisure facilities. Have a look at Uluru, I would love to see something similar but on a smaller scale.

Adelaide Hills could do with more accommodation options and same with Kangaroo Island. On the KI topic, considering the State Government is spending millions on advertising the island in SA and around Australia, it's time those ridiculously over-priced ferry prices were overhauled to a more affordable and decent price. My partner and I have thought about going to KI for a holiday, but it's just cheaper to head interstate. I've even had family come over to Adelaide for a holiday and thought about going to KI, but were scared off by the prices.

Even the prices for some KI's attractions are pretty overpriced. This needs to change if Kangaroo Island wants to become a major tourism drawcard for Australia.

What do you think South Australia needs to boast tourism and state image?. Lets not go down the typical usual path of Adelaide needs a theme park, because quite simply it has white elephant written over it, lets be creative!. Though an upgrade of Greenhills Adventure Park or the construction of a new one, similar to one in Geelong or Perth is definitely needed.

--

I think we can all agree with this statement

The solution? We need to go out and persuade investors that SA is a great tourist destination. And we must be prepared to stare down the inevitable opponents of any development. They're always there in SA. Honestly, they've had too many wins.

No one will even consider risking their money in our state if they think they'll be buffeted by controversy. They need to know the Government and business and union leaders will back them. Then we might get the tourist investments we need - and also the tourists.

[crawf]

Take a look at this, two wonderful examples of professional and fantastic advertising. Why can't SA tourism adverts be like this

[Wayno]

yep, both are good adverts. Simple yet alluring. But will people travel to SA because of them? they are more targeted at locals.

It might help the discussion if we segment tourists into categories & desires:

• * 18-30yo singles: looking for a party and hoping for sex
  * 30-40yo singles: looking for a party with a bit more maturity, and hoping to find love
  * 40+yo singles: seeking an experience, and anyone who will marry them
  * Young families (2 + 2 traveling): something to entertain the parents and keep the kids busy
  * Older couples: they have no kids or the kids aren't traveling with them, and they are seeking a deeper experience
  * The Super Rich: bags of cash and are seeking a unique, refined & personal experience
  * others?

We can also slice the above into bogan-esque vs cultured tourists (not using bogan as a derogatory term, just a way of differentiating tourism requirements and spending patterns). Then there's domestic vs international tourists.

SATC currently targets older cultured singles & couples, both domestics & international, as their tourism desires align perfectly with our offerings. They also typically have cash to burn. We have best in world wines & wineries, B&Bs (heaps in the adelaide hills), etc. This is a growing market, especially internationally - Asia is becoming increasingly urbanised and their taste for wine is maturing. They also have cash to travel so SA is well poised to grab a decent slice of this market. No surprise why SATC focuses in this area - it's hard to fail.

So how can we broaden our tourism reach? Which of the above tourist segments should we target? and what does success look like? is it more tourists? or younger tourists? or more cash flowing into the state? or is it simply ourselves feeling good about our place in the world?

I can imagine another 2-3 top end resorts in SA, similar to the KI Ocean Lodge Resort. At $800+ per person per night they are only suited to the Super Rich, but their existence has a PULL effect on the 99% of people with lower incomes. They see these resorts so they figure they can visit the same region, staying at more reasonably priced accommodation, and experience similar. At least this is what i'm experiencing with my interstate friends.

Keep in mind a BIG problem is every Australian state, and most countries, have fab beaches, seaside towns, increasingly activated CBDs, etc. Tourists expect these things - their absence is a distractor but they won't travel explicitly because they exist. For tourists it's all about the broader experience. I agree that building big theme parks, etc will never happen - we're just too remote from big population centres for such to be profitable.

What's happening around SA at present that positively impacts on tourism? well the AO redevelopment will help, as will the riverbank precinct (but again these are mostly 'expected' features, we're simply playing catch up). Deepening the inner CBD experience will help (boutique bars, activated laneways, etc) but again mostly a case of keeping up with the joneses. Broadening the experience around the Central Markets would be worthwhile and the redevelopment of VSQ is helping in that respect. BIG events definitely help (e.g. TDU, Womad, Fringe & Clipsal). Yep Rundle Mall is underrated, but it still lacks a certain 'je ne sais quoi'. Sydney & Melbourne also have malls and you can buy all the same stuff. North Terrace is an absolute gem - surprised you did not mention it Crawf. Some large sparkly buildings with unique architecture (like the SAHRMI building) wil also help. People like shiny things.

I'm out of time right now. Must tend to my day job. More later...

[mutt]

advertise the fact that the women here are generally better looking than our neighbors due to it being a free colony

[dsriggs]

[SRW]

Got a problem with South Australia's branding? Here's your chance to change it: http://brandingsouthaustralia.sa.gov.au/

[SRW]

Further to the above, some local talent have come up with a pitch for a new way of looking at SA. I love the idea of "Look Closer", as it encapsulates everything we here know be true -- that things are happening, you just may not have heard.

Here's the campaign:

And the pitch:

Our campaign for South Australia, Look Closer, works on a very simple premise. Some people talk about our state as if it is a ghost town apart from the months of February and March, although actually there is a lot going on. It is a lively, vibrant state with much to offer people of all ages, backgrounds, and cultures.

While we endeavoured to depict a number of well-known landmarks, our primary focus was on conveying the strong sense of community which exists in South Australia. Often in the past South Australia has been branded as a great place for a lovely, quiet holiday. And it is that. But it is more than that. Our desire was to shift branding of the state in a new direction. Instead of trying to encompass everything that South Australia is, we chose to highlight underrepresented though invaluable aspects of South Australia such as its thriving live music scene, exceptional produce and cafe culture, engaging local events, and dynamic arts community. Such assets are not immediately apparent but contribute vastly to the richness of life in visitors' experiences of South Australia.

Our pitch, then, is the campaign which best represents South Australia because it takes a different, honest, and personal approach. Because it eschews big picture slogans. Because it focuses on all the little, tiny things that make South Australia a wonderful place to visit, and to live. Because it encourages people to look closer.

[Nathan]

By the way, the ReBrandSA crowd sourcing competition is put together by the Property Council, and has nothing to do with the request for tenders put out by the premier's office. There's some real doozies there (surely piss takes) such as: http://www.youtube.com/watch?v=4zMXMLdN ... re=related

[crawf]

Further to the above, some local talent have come up with a pitch for a new way of looking at SA. I love the idea of "Look Closer", as it encapsulates everything we here know be true -- that things are happening, you just may not have heard.

Here's the campaign:

And the pitch:

Our campaign for South Australia, Look Closer, works on a very simple premise. Some people talk about our state as if it is a ghost town apart from the months of February and March, although actually there is a lot going on. It is a lively, vibrant state with much to offer people of all ages, backgrounds, and cultures.

While we endeavoured to depict a number of well-known landmarks, our primary focus was on conveying the strong sense of community which exists in South Australia. Often in the past South Australia has been branded as a great place for a lovely, quiet holiday. And it is that. But it is more than that. Our desire was to shift branding of the state in a new direction. Instead of trying to encompass everything that South Australia is, we chose to highlight underrepresented though invaluable aspects of South Australia such as its thriving live music scene, exceptional produce and cafe culture, engaging local events, and dynamic arts community. Such assets are not immediately apparent but contribute vastly to the richness of life in visitors' experiences of South Australia.

Our pitch, then, is the campaign which best represents South Australia because it takes a different, honest, and personal approach. Because it eschews big picture slogans. Because it focuses on all the little, tiny things that make South Australia a wonderful place to visit, and to live. Because it encourages people to look closer.

Don't get me wrong I do like the current slogan 'SA - A Brilliant Blend'. Though this slogan 'Look Closer' is simply fantastic and actually a better choice for our state. I love it!

Nice little video aswell.

[[Shuz]]

Further to the above, some local talent have come up with a pitch for a new way of looking at SA. I love the idea of "Look Closer", as it encapsulates everything we here know be true -- that things are happening, you just may not have heard.

Here's the campaign:

And the pitch:

Our campaign for South Australia, Look Closer, works on a very simple premise. Some people talk about our state as if it is a ghost town apart from the months of February and March, although actually there is a lot going on. It is a lively, vibrant state with much to offer people of all ages, backgrounds, and cultures.

While we endeavoured to depict a number of well-known landmarks, our primary focus was on conveying the strong sense of community which exists in South Australia. Often in the past South Australia has been branded as a great place for a lovely, quiet holiday. And it is that. But it is more than that. Our desire was to shift branding of the state in a new direction. Instead of trying to encompass everything that South Australia is, we chose to highlight underrepresented though invaluable aspects of South Australia such as its thriving live music scene, exceptional produce and cafe culture, engaging local events, and dynamic arts community. Such assets are not immediately apparent but contribute vastly to the richness of life in visitors' experiences of South Australia.

Our pitch, then, is the campaign which best represents South Australia because it takes a different, honest, and personal approach. Because it eschews big picture slogans. Because it focuses on all the little, tiny things that make South Australia a wonderful place to visit, and to live. Because it encourages people to look closer.

Don't get me wrong I do like the current slogan 'SA - A Brilliant Blend'. Though this slogan 'Look Closer' is simply fantastic and actually a better choice for our state. I love it!

Nice little video aswell.

That video has all the hallmark makings of some alternative, flannel-jacket wearing, pretentious mid-20s champagne socialist with a scruffy beard and a part time job at Cibo.

Next, please.

[Ho Really]

You want a boost to SA tourism? Stage events like the G20. Look at all the opportunities that go with it. The immense foreign media interest, etc. This is why Sydney and Melbourne are crying over the loss. I am actually happy Brisbane got the nod. In most cases Australia ends in the east and the rest of the country is forgotten. Perth just recently had CHOGM with the Queen et al. Not as big, but better than nothing. To many Adelaide is insignificant, and since we can't rely on our own brothers interstate, we need to do all the hard work ourselves, pull the punches and get noticed! So let's get all the infrastructure up, get government and stakeholders all working together and start planning events.

Cheers

PS. Brissy got it also because they couldn't find room to park 40 Jumbos at Sydney and Melbourne Airports. Goes to show you what 20 world leaders and their entourages bring with them!

[MessiahAndrw]

To really attract international tourists, you need our best assets accessible without a car. Plane fares and hotels are already expensive, last thing you want to do is make them rent a car.

What I would like to see done to boost tourism in Adelaide:

• Regional rail. We're not trying to sell Adelaide. We're trying to sell South Australia. That means making South Australia accessible. Victor Habor and Hahndorf are very compact, walkable, tourist friendly locations that you could take day trips and overnight stays at. It doesn't have to be anything fancy, just modern, clean, train transit between Adelaide and these smaller centres are sufficient.
• Let interstate trains terminate at Adelaide Railway Station. Currently interstate trains terminate at the Adelaide Parklands Terminal. It suffices for Adelaidians that want to head interstate, but for tourists who arrive at Adelaide, they walk out onto the street and all they see is a very boring road with traffic with no clue where to go;
  https://maps.google.com/maps?q=Keswick+ ... 68.46,,0,2
  I'd be thinking "What the heck do I do now? Do I call a cab?" Sure, there's a bus stop there, but I'm a naive, potentially foreign, tourist that doesn't know how our bus system works or which route to take and I just want to get to my hotel.
  It would be far more attractive for an interstate or foreign visitor to arrive at Adelaide Railway Station, pick up any CBD map that tells them their hotel is only 3 blocks away, and step out into this;
  https://maps.google.com/maps?q=adelaide ... .38,,0,2.1
• Pedestrianize the entire area between the west edge of Hindley Street to the east edge of Rundle Street. Promote it as as the Southern Hemisphere 'shopping mile'.
• Some sort of amusement park. Yes, although I haven't reached my mid 20s yet, I remember Magic Mountain, Dazzle Land and carrying a heavy tobogganing up the slope in Mt Thebarton.
• The eastern end North Terrace has universities, the museum, the art gallery, the state library, the hospital, the botanical gardens. On the western end there's the new hospital, but not much else. Build a platform over the train tracks and put something tourist-oriented there. Perhaps a river front amusement park.
• Utilize the land around our transit corridors better. Especially the Glenelg tram line. There are a lot of delipidated, industrial, or unused land around Bonaython Park, or the old Gaol. It's not that industrial buildings are bad, but a tourist doesn't really care for them, and tourists are likely to hope on the tram out the front of their CBD hotel, so we should make the best of the land along that line. Another example is the land around Islington Railway Station. It's been sitting vacant for years. Re-zone it if you must, and build an inner-city amusement park there that's easily accessible by rail. There is another pocket of unused land east of the Greenfields Railway Station. It's owned by the airport, but they're not utilizing that land. It's just sitting there, near a perfectly good transit stop. Same with the land south east of the Parafield Railway Station, east of the Chidda Railway Station, north-west of the Nurlutta Railway Station. I could go on. This is prime transit-oriented land right here!

[Waewick]

I agree with the connection with the areas people want to see and the Adelaide CBD

lets face it, when tourists come to Adelaide who has any idea what to do with them outside going to the Market? If we are serious about tourism in the actual city itself we have to build reasons to come - ie museum of modern art, some form of non cinema entertainment

Otherwise you live with the fact that you don't come to Adelaide, to visit Adelaide, and starting getting real about dispersing tourists to the areas they want to go (Wine regions, beaches et al)

[Brazer]

What could we possibly establish here in Adelaide that is unique and would actually be a draw card for locals and visitors alike.


I was thinking of something like a Legoland down under... Much like the Legoland in Malaysia but with a Aussie twist. A theme park of sorts on maybe one of the parkland sites?

Thoughts?

[SRW]

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