Erik de Roos has resigned as chief marketing officer of The South Australian Tourism Commission (SATC) following more than five years of leadership.
During his tenure, de Roos led a period of significant transformation for South Australian tourism marketing, including the cross-government place branding project and subsequent development of SATC’s enduring destination brand platform, ‘Celebrate the Simple Pleasures’.
He also helped lead the industry through some of its most challenging periods, overseeing major recovery and stimulus campaigns including the Great State Voucher program, ‘Rise Up for Our River’ and ‘The Coast is Calling’. He also played a key role in Adelaide’s bid to secure the Australian Tourism Exchange (ATE) in 2026 and supporting its successful delivery.
“Serving as chief marketing officer for the South Australian Tourism Commission has been one of the great privileges of my career, and in many ways, genuinely a dream role. Over the past five years, I have had the honour of working alongside an incredibly talented team, passionate operators, industry partners and stakeholders who care deeply about this State and its future,” said de Roos.
“I am immensely proud of what we have achieved together – from launching the Simple Pleasures brand platform to supporting industry through some of its most challenging times and helping the bid to secure ATE in Adelaide this year. For me, leadership has always been about stewardship – leaving something better than you found it. After five years and with strong foundations in place, this feels like the right time to step aside and make space for new perspectives, fresh ideas and renewed energy.
While this decision has not been easy, I leave with enormous gratitude for the people I have worked with, great pride in what has been achieved, and real optimism for the future of South Australian tourism. I now look forward to taking some time to recharge, spend time with family and consider what comes next” de Roos added.
“Erik has made a significant contribution to the SATC and South Australia’s tourism industry over the past five years. His leadership has made a lasting contribution to our agency, our industry and the marketing team he has led with such care and commitment. He has brought creativity, calm judgement and a deep passion for South Australia to the role, and his decision to step aside at this point reflects the same selfless and considered approach that has characterised his leadership. On behalf of SATC, I would like to thank Erik for his dedication, professionalism and commitment to South Australia and wish him every success for the future,” said SATC chief executive Emma Terry.
The SATC will soon commence a recruitment process to appoint a new chief marketing officer to lead the next phase of the organisation’s marketing and brand strategy.
Chantal Ward, currently the director, global markets & trade, will act as chief marketing officer in the interim.
Erik de Roos’ final day will be Friday 16 October 2026.
