From rugged mountain ranges to ancient sinkholes, the South Australian Tourism Commission reveals its new marketing campaign and the destinations attracting wanderlust Australian travellers.
In a year where Australians are replacing international holidays with domestic travel, the South Australian Tourism Commission (SATC) has launched a new campaign showcasing the incredible natural locations from around the state ‘For Those Who Want a Little More’.
The campaign highlights the richly diverse and awe-inspiring locations across South Australia that have seen a surge in interest from domestic travellers in the past 12 months.
From the heights of Wilpena Pound to the expansiveness of Sellicks Beach, Australians have found a renewed love for domestic tourism, and are looking for new and undiscovered experiences as they continue to holiday at home.
New data from SouthAustralia.com shows a significant year on year increase in the number of direct leads to the South Australian tourism operators featured in the campaign.
Arkaroola Wilderness Sanctuary in the Flinders Ranges saw almost five times the number of leads (+360%), Barossa Valley Ballooning saw nearly double the number of leads (+87%), and Kilsby Sinkhole in the Limestone Coast increased by 50%.
These off the grid destinations and distinctive experiences reinforce the campaign premise – that Australians are searching for A Little More.
South Australian Tourism Commission Chief Executive Rodney Harrex welcomed the surge in interest from Australians to explore more of South Australia.
“From pink lakes to underground wonderlands, South Australia has so many incredible and curious destinations that reward wonder and are attracting visitors from across the country, as they look for overseas holiday alternatives,” he said.
“In a year where we’ve seen a record number of visitors head into our state’s regions, it’s fantastic to see special and remote locations like Wilpena Pound in the Flinders Ranges reach the #1 most-clicked destination on SouthAustralia.com.
“For those who want a little more is an invitation to all Australians who are seeking something more than the typical holiday destination. The campaign has been developed to show potential travelers across the nation what makes South Australia so unique, and what they can discover if they want to create an unforgettable experience while holidaying at home.”
The strong growth in leads generated via southaustralia.com demonstrates that Australian domestic travellers are actively seeking out experiences that offer ‘ a little more’, with tourism operators heralding the spike in interest as they recover following a year of drought, bushfires and pandemic.
