South Australian Tourism Commission

In reply to the Hon. J.A.W. GARDNER (Morialta—Deputy Leader of the Opposition) (25 June 2024). (Estimates Committee A)

The Hon. Z.L. BETTISON (Ramsay—Minister for Tourism, Minister for Multicultural Affairs): I have been advised:

As part of our ongoing public relations strategy, the SATC hosts a dedicated familiarisation (famil) program, whereby key national and international media and brand advocates are engaged to visit the state to experience and promote South Australia as a holiday destination.

This type of activity today is commonplace across Australian state tourism organisations and also internationally as famil activity contributes to generating positive coverage about South Australia including regional tourism operators.

I have been advised that the total cost of famils for SATC during the relevant period was $534,500.

This consists of:

Traditional media famils $386,000

Brand advocate famils $52,500

Event-related $96,000

I have been advised that the budget for all PR activity for 2024-2025 is $530,000 however this includes all public relations (interstate and international activity) and is not exclusive to famil activity.