'Wine Experiences Will Certainly Be Part Of Our Tourism Promotion'

After receiving positive feedback from the Indian travel trade during his visit to the country last year, Mike Rann, premier and chief minister of the state of South Australia, appears happy with the developments. The region's head of state speaks with Reema Sisodia about the South Australian Tourism Commission (SATC) and how it plans to promote the region.

How has the response from the Indian trade been?

South Australia has certainly received very positive responses from Indian travel agents and media representatives that have visited the state. While at this stage, it is difficult to measure the tangible results in terms of increased visitors, the benefits from marketing activities are clearly visible. Visitor figures from India to South Australia for the year ending June 2005 reached 3,600, up from 1,700 in the previous year. South Australia has also received positive media coverage in India, which has worked to its advantage.

What developments has the commission seen since your visit to India in 2004?

South Australia has maintained its interest in India and we wish to build on the current relationship and develop new links with the travel industry as well as other 'third party' partners in sectors such as wine and education.

The SATC has worked hard to increase its connections with various travel agencies and wholesalers in India, and has embarked on several marketing activities to help increase the state's profile. For example, for the first time South Australian products and itineraries have been included in consumer brochures of India's largest wholesaler, SOTC Kuoni. We have also hosted 12 'Aussie Specialist' travel agents from India so that they could discover the experiences that South Australia has to offer first-hand.

What has been the commission's role in promoting South Australia in India?

We are keen to promote South Australia in India as a tourist destination and the SATC is currently developing a strategic approach to marketing the product in India. It will work with its industry partners, particularly Tourism Australia, with a focus on educating the travel trade on South Australia's products and experiences.

We will also try and increase awareness among consumers, if possible. The main experiences that we want to promote are the states' fresh food, cricket heritage (including Adelaide Oval and Sir Don Bradman Museum), nature and wildlife experiences and wine. South Australia is keen to promote itself as a place to shoot films and television commercials as well. We are seriously working on strategies that would help introduce the South Australian landscapes in India.

SATC entered into the Indian market as a separate region and not along with Tourism Australia? Can you explain this decision?

SATC works closely with Tourism Australia to promote the state and most activities will be conducted co-operatively with it to ensure that South Australia receives the greatest exposure possible and best return on its investment.

What are the attractions that you intend to promote in India?

We will continue with the attractions that we promoted last year. The main regions that we will concentrate on are Adelaide, Kangaroo Island, Barossa, Fleurieu Peninsula and the Adelaide Hills. This is due to their easy accessibility from Adelaide and the experiences available including local produce, cricket heritage, nature and wildlife experiences and wine. We will also promote other regions of the state including the Flinders Range and Outback as niche products.

Are heritage wine trails and wine tourism still on the agenda?

Promotion of South Australia's wine experiences will certainly be a part of any tourism promotion that the South Australian Tourism Commission conducts. Of particular importance will be the world-renowned Barossa Valley and the boutique wines from the McLaren Vale region that will be highlighted. Both these regions are easily accessible from Adelaide (within an hour) and offer more than just a wine experience. They incorporate delicious local food and produce, with stunning scenery, nature experiences and strong cultural heritage, particularly in the Barossa.