South Australia has set an ambitious target: grow its visitor economy from $9.8 billion to $12.8 billion by the end of the decade, creating 4,400 more tourism jobs in the process. That is the goal outlined in the updated South Australia Tourism Plan 2030, released today by Tourism Minister Zoe Bettison.
The plan comes at a time when tourism is already one of the state’s key economic drivers. More than 41,600 South Australians work in tourism-related roles, or one in every 25 jobs. That is three times the employment generated by mining.
With over 20,000 businesses operating in the sector, the new roadmap was developed with input from more than 400 stakeholders across all 12 tourism regions. The intention is to expand tourism while ensuring the benefits are widely shared across communities and environments.
A major pillar of the strategy is the state’s new tourism brand and marketing campaign, Celebrate the Simple Pleasures, aimed at travellers seeking authentic, meaningful experiences.
Minister Bettison said the plan reflects the full tourism ecosystem working together. “Our state’s strengths are in nature, food, wine and drink, as well as events and festivals. When combined, there is no better place to be.”
The roadmap breaks down the $12.8 billion target into four key markets:
- International: from $1.3 billion to $2.2 billion
- Interstate: from $3.7 billion to $4.5 billion
- Intrastate: from $2.9 billion to $3.7 billion
- Day-trips: from $1.8 billion to $2.4 billion
Achieving this will require improved access as well as improved experiences. One clear target is airline capacity. By 2030, South Australia wants 20,200 international airline seats available each week. That is an increase of 6,300 seats, or around 327,600 additional seats annually.
South Australian Tourism Commission CEO Emma Terry said the plan aims to keep momentum going while adjusting to global shifts in travel expectations. “To grow our visitor economy, we need to continue to increase our state’s appeal for interstate and international audiences,” she said. “We also need to generate a pipeline of new and evolving tourism products and experiences.”
Terry added that the plan reflects a shift in demand towards low-impact, high-value travel. “This plan responds to a changing world, embracing sustainability and inclusivity, and the growing desire for authentic Aboriginal experiences. We will be working closely with the Tourism Industry Council of South Australia to deliver on these goals.”
A series of pilot initiatives focused on sustainable and inclusive tourism are expected to roll out in 2025. These will be tested in different locations to inform future policy.
Recent commitments from international airlines, major hotel brands and global events in Adelaide suggest that South Australia is increasingly seen as a destination of choice. The challenge is to convert one-off boosts into consistent growth.
There is also a shift in how tourism is being framed. The plan presents tourism not just as an economic contributor but as something that must bring tangible benefits to people and place. That means more community-based tourism, more opportunities in regional areas, and a stronger focus on preserving what makes South Australia distinctive.
Events such as LIV Golf, Gather Round and the Adelaide Festival have already brought in new audiences. The task now is to ensure those visitors return, and that their impact is positive and lasting.
The South Australia Tourism Plan 2030 is available at tourism.sa.gov.au, and will form the basis for future partnerships between industry, government and communities. Whether it reaches its goals will depend on local execution and global headwinds, but the plan offers a clear, data-backed path forward.
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