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Legislative Council - Fifty-Second Parliament, First Session (52-1)
2011-11-24 Daily Xml
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TOURISM, SOUTH AUSTRALIA

The Hon. G.A. KANDELAARS (15:17): I seek leave to make a brief explanation before asking the Minister for Tourism a question about tourism in SA.

Leave granted.

The Hon. G.A. KANDELAARS: The South Australian Tourism Commission is committed to growing the state's tourism industry. Tourism is a big business in South Australia, creating work for South Australians and offering strong prospects for long-term growth. The industry contributes to the state's economic activity, generating jobs and export dollars by attracting interstate and international visitors. Can the minister describe the campaigns that the South Australian Tourism Commission is exploring in our own backyard?

The Hon. G.E. GAGO (Minister for Agriculture, Food and Fisheries, Minister for Forests, Minister for Regional Development, Minister for Tourism, Minister for the Status of Women) (15:18): I thank the honourable member for his most important question and value the opportunity to talk about this really important initiative. I am very pleased to inform the chamber that South Australians can now choose their own holiday adventure with a fun new interactive application on the southaustralia.com website. It is part of the South Australian Tourism Commission's intrastate marketing campaign, and it is a great way to find out about what's happening in South Australia.

When you go onto the site, you can pick a theme or a mood, and the site will suggest a corresponding holiday or day-trip experience—for example, a thrill-seeking experience along the coast of South Australia, or a relaxing experience along the River Murray. Themes include costal, river, landscapes, and food and wine. Moods include thrill-seeking, discover, share, relax, explore, and entertain.

The suggested experiences have been taken from the My SA campaign, which ran earlier on this year and which encouraged people to submit their favourite photo, video or holiday memory from South Australia. This was a wonderful way for South Australians to share their experiences travelling to our wonderful state. I am advised that there was an overwhelming response to the My SA campaign, with over 1,600 entries, including stories, pictures and videos. They literally poured in, proving that South Australia is a very special place indeed and that we do have a wonderful backyard.

The stories and images used for the digital component of the campaign are from real experiences and reflect real emotional engagement with people, activities and places, which will hopefully inspire others to get out and explore more of our great state. Visitors to the applications page on southaustralia.com who would like to add their own experience are encouraged to post it on the South Australian Tourism Commission's Facebook page, 'The Real South Australia'. The application can be found on www.southaustralia.com/bestbackyard, all via the application button on the southaustralia.com home page. This is an integral part of the South Australian Tourism Commission's intrastate campaign, Best Backyard.

The South Australian Tourism Commission markets this state's tourism product intrastate, interstate and internationally to ensure that South Australia is considered a versatile and exciting holiday option. The Best Backyard campaign, launched recently, is designed to remind South Australians about why they should take a holiday or break in their own town. The campaign is inspired by real holiday stories and images from real Australians, making it relatable and attractive to families of all lands.

We know that around Australia there has been a downward trend in recent years with interstate travel. I have talked about that in this place before. This campaign focuses on the emotional aspect of taking a holiday, which is about reminding people of what holidays are really about. The approach to the Best Backyard campaign is also a shift from showcasing one or two specific regions to marketing the experiences of SA's holidays, short stays and day trips. The campaign comprises a series of television commercials, print media and digital marketing. With such a diverse state, South Australians can enjoy the privilege of experiencing our great coastlines, our exciting and culturally-diverse towns and cities, and our stunning produce-laden regions.

The target audience for the Best Backyard campaign is all South Australians, who will be encouraged through these messages to get out and explore. The key theme of the campaign is to find the magic in your own backyard. I am sure all South Australians will appreciate that and I hope they take up that opportunity.

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