Tourism
Issue No. 48 - August/September 2009
Smart money’s place in the sun
South Australia’s reputation as a safe, welcoming destination helped attract a record 21 cruise ships in 2008-09 and delivered $5.7m in direct expenditure to SA’s economy.
The South Australian Tourism Commission’s Access Team is implementing a strategic plan to increase access to SA, specifically focussing on aviation and growing the number of cruise ship arrivals.
Cruise ship arrivals have increased 300% during the past two years, from eight in 2007-08 to a record 27 ships arriving next season. This will bring about 35,000 passengers to SA.
This increase in arrivals is in line with national growth. The number of Australians taking a cruise holiday surged 26% in 2008 to reach a record 330,949 passengers. This is more than five times the 5% growth recorded by the US market in 2008 and double the estimated 12% growth for the UK cruise market.
Cruising is increasingly popular because it is an allinclusive, affordable holiday, all organised for you once you step on board. The cruise market has changed from almost exclusively high-yield singles and couples to a much broader demographic, including families and young couples and group travel. There are many different choices of cruise ship.
The strategy actively targets cruise ship operators to visit SA waters. The ‘Southern Ocean Cruising’ concept developed by the SATC and the Proud Australia Group, encourages key cruise lines to create itineraries visiting regional SA ports. Southern Ocean Cruising sees small to medium-sized ships visit ports including Port Adelaide, Victor Harbor, Robe, Kangaroo Island and Port Lincoln, on the way to Melbourne or Fremantle.
SATC Chief Executive Andrew McEvoy says Australia’s east coast ports have dominated the nation’s cruise line business.
“The Southern Ocean Cruising partners believe there is potential demand for cruises in the Southern Ocean with Adelaide as the home port and are working together to develop a permanent crui...
