Local tourism operator Coonawarra Experiences will travel to the United Kingdom and Europe on a roadshow this month.
As international travel continues to recover, the South Australian Tourism Commission (SATC) roadshow is supporting 29 operators to meet and network with leading travel agents and product managers in key UK destinations along with Germany, Italy and France.
The roadshow will showcase the state’s diverse and unique tourism offerings and Coonawarra Experiences and co-owner Simon Meares was thrilled to be involved.
“To have Coonawarra Experiences join the upcoming roadshow in the UK and Europe is amazing,” Mr Meares said.
“Having the opportunity to showcase our business on a global stage allows us to directly engage with buyers looking for a new and unique product within our Limestone Coast region.”
Coonawarra Experiences is making its way around the globe, also taking part in an American roadshow in March.
The US roadshow was a major success, with tourism operators promoting their offerings and South Australia to the North American market, worth $80m a year to the state’s visitor economy pre-COVID.
“The US roadshow in March was brilliant for our business,” he said.
“We not only met new agents in markets that had not been accessible to us in the past, but we actually signed new business as we were able to assist one New York agent looking for help in our region for clients coming through late this year.
“This agent was ecstatic to have a seller that could solve a problem she had on the spot.
“Many agents had not been selling into the Limestone Coast so the education and awareness we provided was vital especially when they realised how close we are to the Great Ocean Road and the fact they sell that route regularly.”
The roadshows are targeted to international markets expected to return strongly, skewing towards high-value traveller and Working Holiday Maker markets.
The UK, Europe, and North America are identified as priority markets in the SATC’s International Tourism Strategy 2025, which aims to reclaim the state’s international market to its pre-pandemic record high of $1.2b by December 2025.
One-on-one workshops and networking events at the upcoming roadshow will see some of South Australia’s best tourism operators connect with more than 300 leading industry experts to help grow market presence for their business and the state.
Operators with internationally relevant experiences and products will highlight the state’s world-class food and beverage, wildlife experiences, luxury accommodation, Aboriginal cultural experiences, tours, and destinations.
The roadshow also includes media events in the UK and Germany to engage directly with key travel writers and journalists to help tell the South Australian story.
Tourism Minister Zoe Bettison said roadshows showcased South Australia on the world stage to leading tourism industry experts as the state worked to recover its international market to its pre-pandemic record high.
“We know the UK and key European markets were once worth $182m to the state’s visitor economy, so it is imperative that we are in these international markets reminding them why South Australia is a must-see destination,” Minister Bettison said.
“The 29 diverse operators representing our state’s tourism offerings boast some of the best experiences visitors can get, including world-class food and beverage, in depth tours, immersive wildlife experiences, and unique luxury accommodation.”
Mr Meares said international visitors discovering the Limestone Coast or returning again was invaluable to the region.
“We are the gateway to South Australia from the Great Ocean Road and the revenue these guests inject into the visitor economy is massive,” he said.
