Top News South Australia kicks destination marketing into high gear By Rachel AJ Lee / Posted on 9 May, 2023 11:23 The South Australia Tourism Commission is stepping up on international marketing spend as tourism gets back on track, and has hired a new Singapore-based marketing manager to lead its push into the South-east Asian market. Angie Hua, PR manager international, South Australia Tourism Commission, told TTG Asia at the recent Australia Tourism Exchange that “everything gearing up, you’ll see much more of us moving forward”. South Australia has more than great food and wine, with plenty of outdoor experiences to offer; Fleurieu Peninsula pictured The Commission will be focusing on bringing travellers familiar with the country to South Australia, leveraging on twin-city potential. “We are never really targeting a first-time visitor, because Singaporeans and Malaysians, for example, already know Australia. For them, going to Sydney and Melbourne is like an itch that needs to be scratched. We can pull a lot more visitors from Melbourne (making South Australia part of the same trip) because it’s only an hour away,” explained Hua. She added that South Australia also works with other states for markets further afield such as the US and UK, as it “makes more sense” to entice these travellers to “extend their trip to Adelaide”. She said: “You can’t tell the biggest Australian story without doing Adelaide and understanding its people and energy. We’ve got the largest undercover market (Adelaide Central Market) in the Southern Hemisphere, and you can easily drive out of the city for something completely different like a wildlife experience.” Aside from promoting luxury experiences, dining and the wine region, Earth Adventure’s CEO, Andrew Gowan, said: “I want to move from (the already marketed and well-known) luxury and wine scene, to focusing on well-being and the outdoors. We have many great outdoor activities, such as a kayaking tour in Adelaide city, and snorkelling and surfing on the Fleurieu Peninsula.” In order to spread awareness about the city’s myriad offerings, Gowan has joined Pelago, Singapore Airlines’ travel experience platform. He hopes to take more travellers into the great outdoors, something many look for coming out of the pandemic.