Kingscote Airport Business Case - Kangaroo Island Council - SA ...
Kingscote Airport Business Case - Kangaroo Island Council - SA ...
Kingscote Airport Business Case - Kangaroo Island Council - SA ...
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<strong>Kangaroo</strong> <strong>Island</strong> <strong>Airport</strong> Upgrade <strong>Business</strong> <strong>Case</strong><br />
South Australian Tourism Plan<br />
Develop new signature experiences<br />
Improve distribution channels<br />
Improve air access<br />
Attract investment capital into South Australia and<br />
grow/attract events. South Australia needs ‘new news’<br />
and to further develop areas of raw appeal to change<br />
our target consumer’s perception of <strong>SA</strong>. This includes<br />
an accent on the word ‘tourism’ in the food and wine<br />
tourism offering, higher profile of its natural heritage<br />
and cultural strengths, links to <strong>SA</strong> products and<br />
services; and further development of areas of appeal<br />
including <strong>Kangaroo</strong> <strong>Island</strong>, the Murray River and Eyre<br />
Peninsula, among others<br />
Cooperatively market with airlines and significant<br />
tourism operators and optimise new technology<br />
Particularly direct inbound flights<br />
<strong>SA</strong> Tourism Commission Plan 2013<br />
The lead state government agency for tourism is the South Australian Tourism<br />
Commission (<strong>SA</strong>TC). The <strong>SA</strong>TC is committed to achieving the $8 billion in tourism<br />
expenditure potential by 2020.<br />
The <strong>SA</strong>TC productively markets the state’s tourism product intrastate, interstate and<br />
internationally to ensure that South Australia is a compelling part of any Australian<br />
holiday. <strong>SA</strong>TC plans to continue to invest in traditional markets but will also expand its<br />
activity into China while working closely with Tourism Australia to increase <strong>SA</strong> content<br />
in any new brand campaigns.<br />
<strong>SA</strong>TC is committed to continuing its focus on selling <strong>Kangaroo</strong> <strong>Island</strong> and converting<br />
those targeted by <strong>Kangaroo</strong> <strong>Island</strong> specific campaigns like phase two of the ‘Let<br />
yourself go’ campaign 38 , and other state based campaigns featuring <strong>Kangaroo</strong> <strong>Island</strong> –<br />
‘Best Backyard campaign’. 39<br />
8.3.3 Local government<br />
Support for growing the <strong>Kangaroo</strong> <strong>Island</strong> tourism industry as one of the two main<br />
economic drivers of the <strong>Kangaroo</strong> <strong>Island</strong> economy is obvious from the <strong>Kangaroo</strong> <strong>Island</strong><br />
<strong>Council</strong> (local government) and regional industry bodies alike. The vital role of airports<br />
are also strongly recognised at the regional planning level.<br />
<strong>Kangaroo</strong> <strong>Island</strong> airport is identified by local government to be strategic to the social<br />
and community needs as well as to business and tourism.<br />
The upgrade of the <strong>Kangaroo</strong> <strong>Island</strong> airport is consistent with a significant number of<br />
state and commonwealth plans for tourism growth and the development of regions in<br />
South Australia and Australia.<br />
38 South Australian Tourism Commission, 2013, Let Yourself Go. Accessed at<br />
<br />
39 South Australian Tourism Commission, 2012/13. Strategy Briefing. Accessed at<br />
<br />
64<br />
May 2013
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