AEDA Business Summit 2022

Last updated 12 Dec, 2022

Thought provoking insights into Adelaide's future at the inaugural AEDA Business Summit 

The Honourable Peter Malinauskas MP, Premier of South Australia commits to tourism boost at AEDA Business Summit.

The State Government will spend $45 million to market South Australia to the world in a bid to lure national and international visitors back to the state.

At the inaugural AEDA Business Summit, Premier Peter Malinauskas announced he would boost funding from $20 million to $45 million over four years to support the tourism sector.

The funding would be spent on a "new campaign" that is "distinct, creative and long-term focused", with a significant investment in digital campaigning.

"It is time to welcome tourists back to South Australia," the Premier said.

"Our tourism businesses have been hit hard over the past two years, with the visitor economy losing a quarter of its value.

"South Australians have picked up the slack by exploring their own backyard, but borders are now open and it is time to get interstate and international tourism back in SA."

Mr Malinauskas said the Government was committed to attracting new events to the state, with a view of spending $10 million per annum.

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Bernard Salt's push to make Adelaide outrageously aspirational 

Leading social commentator Bernard Salt AM is encouraging South Australians to be "outrageously aspirational" and embrace Adelaide in a post-COVID-19 world.

Salt, The Demographics Group Executive Director, said CBDs should be seen as "celebratory places" and leaders should stop trying to attempt to get back to a "pre-Covid-19 state".

He suggested looking at how CBDs can be reimagined to accommodate a new normal, which includes more people working at home. 

"I think we need to be very, very positive, very aspirational, in fact outrageously aspirational for our CBDs," Salt said.

"(The CBD) is going to be a very celebratory space in the future.

"We should be getting behind the CBD and projecting it forward."

Salt, popular for linking millennials' inability to enter the housing market because they are too busy spending money on expensive smashed avocado dishes, compared Adelaide to a fried egg. 

"Adelaide is like a big fried egg with a rich, creamy yolk in the centre (the CBD)," Salt said.

"It is a jewel in crown, it offers something different to suburbia, the flat white of suburbia."

The workforce in South Australia has increased by about 10 per cent since 2016, Salt said in his presentation.

"There are financial services, professional services, real estate, health and a bit of mining, so I see a very healthy, very entrepreneurial, very creative city centre ... why would you not want to celebrate that," Salt said.

"I see a CBD that stands out from any competitive retail facility in the suburbs."

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Travellers want adventure, be a bit "crazy"

Experience Co. Chief Executive Officer John O‚ÄôSullivan says city leaders need to look "left of centre" when it comes to tourism.

He told attendees at the AEDA Business Summit that more people want adventure, even suggesting a parachute landing in the middle of the CBD to draw more tourists.

"City leaders need to start looking left of centre, things that might be a little crazy, but things that people actually want to do," Mr O'Sullivan said.

"People want to explore new horizons ... and have wild adventures."

Mr O'Sullivan said more people want to take part in experiences, rather than stand around and just take photos.

However, city leaders need to seek opportunities and, when they arise, take advantage of them.

"People want to get out again, they want to get outdoors, experience the outdoors and fresh air," Mr O'Sullivan said.

"They don't want static photos, they want an active holiday."

He praised Premier Peter Malinauskas' $45 million investment in tourism over four years.