New Tourism Boss Searching for Ties That Bind SA

BY DION HAYMAN

New South Australian Tourism Commission CEO Emma Terry is penning the next chapter of her own story - as well as searching for the catchcry she says will sell her adopted state at home and abroad.

It’s a unique banner that will be meticulously crafted after talking to a wide range of South Australians from all over the state including tourism and hospitality stakeholders.

Born and bred in Hobart, Terry landed in the SATC hot seat after nearly six years as Chief Marketing Officer of Tourism Tasmania.

She had just a few weeks to acclimatise to her new role before Mad March hit top gear.

“I was very fortunate to arrive in January and get the chance to settle the family in over the summer break, before the South Australian events calendar really kicked in,” she said.

“Since then, it’s been the Santos Tour Down Under, the Adelaide Fringe, the Adelaide Festival, WOMADelaide and plenty of planning for the rest of the year.”

That planning included visits to the regions including her maiden trip to the flood-hit Riverland and Murray River, Lakes & Coorong regions in her first first four days of her new role.

South Australians are being invited to “Rise up for our River” with the incentive of a voucher program and $4.6 million marketing campaign to help fast track its recovery.

She’s spoken with a number of publicans and hoteliers not just affected by the floods but from right across the state, all hoping the recent upcurve in activity is maintained.

“Most of the discussions have been around driving continued growth and looking at how we see the regions in terms of our ongoing strategy. Absolutely the regions have been playing a really important role in the South Australian visitor economy, and will continue to do so,” Terry said.

“We’ve put focus on working to identify the collective themes across the state, and asking how do we continue to bring those regional experiences into the broader marketing program?”

City operators have already benefitted from the busy start to the year with record high occupancies recorded.

“It’s an incredible result that Adelaide hotels have scored a record ahead of Gather Round, with latest forward booking data showing there are more hotel rooms booked over the Friday and Saturday than any other weekend before.

“Off the back of strong forward bookings, it is expected revenue over the Gather Round weekend will be at an all time high,” she said.

Golf fans are salivating at the chance to see some of the world’s best in action when Grange hosts Australia’s first LIV Golf tournament the following week.

Illuminate Adelaide will return in winter, having generated $44.8 million in economic activity last year.

Art lovers can look forward to the exclusive Frida & Diego: Love and Revolution at the Adelaide Art Gallery while Hindmarsh Stadium will host five matches of the FIFA Women’s World Cup between July 24 and August 8.

But Terry talks the big picture and is anything but short-sighted.

“We want to look at ‘what does the event program look like beyond the next six months’.

And selling South Australia is everyone’s job according to Terry who takes a holistic approach to the task.

“The positioning of South Australia domestically and internationallywhat is our brand what do we stand for?,” she asks.

It’s a question and undertaking that commenced prior to her arrival in Adelaide but one with which she is closely aligned and invested in, having developed and promoted a similar message for Tasmania.

“It’s coming up with a brand platform, a legacy platform, a long-term platform to build the South Australian brand off.

“It’s the story of our state.

“When South Australians are at their best what does that look like?

“It’s very much a story, it’s about the essence and psyche of this place and that’s what connects everything.”

Terry has no pre-conceived ideas about how or where to find the common thread that binds South Australia and makes it unique.

“From my experience in Tasmania, it worked successfully there.

“What I’d like to see here in South Australia is a brand for all of the state, but not a brand in the way maybe people have been thinking of.

“We’ve got nature, we’ve got wildlife, we’re a boutique city but it’s much more around the South Australian story and what connects everyone, whether you’re in Coober Pedy, Mount Gambier or down in Yorketown.

“What is the story that forged South Australia and therefore how do we connect and how do all of our different experiences collectively make sense together and hold a particular position in people’s mind?”

Rather than the state’s capital and regions all competing for the tourist dollar, Terry envisages them working together for the benefit of each other.

“How do you get everyone singing from the same hymn sheet so you’ve got a much louder collective voice when you’re all in tune together?

“That’s really important and I don’t think SA’s quite there yet from my observation so that’s a fantastic opportunity for everyone across the state, across tourism and hospitality.”

Confused as to how that might equate to a few more pints or an extra room booked at the local hotel?

Terry’s ability to unite tourism in the Apple Isle, a state notorious for its north-south rivalries, speaks volumes.

“It’s what Tasmania did differently. There is a clear understanding from industry, driven from the hotel and hospitality industry as well, around what Tasmania stands for, what the Tasmania experience looks like and everyone’s role in delivering that.

“The Tasmanian brand is the quiet pursuit of the extraordinary, it was off this platform that the destination brand Come Down for Air was built from.

“The brand is based off the Tasmanian truth that for a long time we were told we couldn’t achieve things and we believed it – that is no longer the case. Tasmanians work hard, follow their obsession, support one another and protect what makes Tasmania special.

“Tasmanians are not loud and flashy and instead they let the toil of their work speak for itself. Come Down for Air embodies this brand truth, translating it to the visitor experience.”

Terry’s conviction in her plan comes from knowing she faces similar challenges in South Australia to those she encountered in Tasmania - both states well accustomed to their underdog status.

“I think smaller states are challenger brands just by the nature that other states are bigger and have a natural advantage through their scale.

“But I think that gives us licence to do our thing, follow our own pathway and find ways to punch above our weight.”

When the state’s identity is defined, the rest she says will fall into place.

All-important conventions and conferences, the lifeblood of so many CBD hotels, and the state’s strong record of hosting major events, are all key pillars for future growth.

“Business events are important to our state, worth more than $2.5 billion, and from what I’ve heard so far, 2023 could be a record year for the sector.

“We know they are important for many reasons – in particular because business visitors spend on average over three times more than those travelling for leisure.

“So more business events means a greater spend in our economy and more money in the back pockets of local businesses.”

The SATC has secured the Australasian Hotel Industry Conference and Exhibition (AHICE) in May for a third year in a row, bringing more than 1200 delegates from over 40 countries.

Ensuring South Australia remains a destination of choice, for major events, leisure travel and conferences, is the next challenge.

“Once you have a really clear understanding of your position and who you are, those type of opportunities fall out more easily because they are grounded in the place and built from that truth.”

So what might South Australia’s new brand platform look or sound like?

Terry wouldn’t be drawn.

“I’m keen to get out and talk to people in the community and across different industries around the state to unearth that story.

“It will reveal itself.”