World Tourism Day


I rise to support the motion and thank the member for bringing this important matter to our attention. I note the proposed amendment introduced by the member for Ramsay and indicate that I will not be supporting her amendment.

In contributing to the support of this motion, it is unsurprising to me that a member of the former government would take a narrow perspective in relation to funding the Tourism Commission on the one hand, and try to highlight that, without recognising the very significant contribution, in particular the Major Events Bidding Fund and subsequent major event proposals of the current government. It seems to me to be a rather narrow perspective. But then again, in considering the history of tourism for South Australia's economic and social benefit, I think from both sides of government some contribution in recognising it is important.

Let me say this: an issue came to my attention recently where the member for Mawson made a statement supporting an initiative of the South Australian Tourism Commission in relation to a project on Kangaroo Island. Almost in the same breath the Leader of the Opposition came out and was critical of this important initiative. At the time, did I think to myself, 'This is the first time I have actually agreed with the member for Mawson on something,' or was it some light bulb moment of intellect on his part or was it a bid for the leadership that he was making? I am not sure that he would get anything other than his own vote in that regard; nevertheless, it demonstrated to me the shambles the opposition is in in relation to their genuine contribution to tourism.

If I was to take an example, using Kangaroo Island, the new government introduces a consideration by the Minister for Environment of a project to build and develop a golf course on Kangaroo Island. Within months of coming into office he has done the assessment, he has carefully considered the matter, he has supported the initiative and it is underway and has been welcomed. It sat on for years under the former government—years—and even in the last year of the last dying Labor government, they could not even sort out the water that was going to be need for that project. I commend the new minister in the new government for identifying good projects and getting on with them in this space because we on the side of the house recognise the significance.

What did the last minister for tourism do? His government contributed $9 million for the extension and new build of the Kangaroo Island airport, which is situated near the Cygnet River on Kangaroo Island. Another $9 million came from the federal government—great. What did they do? The then minister for transport just took his hands off it and let the local council manage the development. What happened? It was a $3 million overrun. So their own state money, our taxpayers' money, was put in and there was no management of the project, which frankly is disgraceful. It was a situation where state money was put in, they had an obligation with the federal money to be the administrating body, and they just handed it over to someone else.

Of course, when we come in, we have another mess to clean up. So $1.5 million extra is contributed, I think, under the new minister to try to deal with that, but what are the people of Kangaroo Island left with? They are left with another $1.5 million out of their own ratepaying base to pay this debt over the next 10 years. That is the sort of conduct of the previous administration.

Let's get to the good bit. Sports Illustrated, in a marketing partnership with South Australian Tourism, is partnering for a 2019 swim edition, which will see Kangaroo Island feature as one of the five glamorous destinations worldwide within the 2019 magazine. The member for Mawson publicly came out and agreed that this should be valuable to Kangaroo Island. I thank him for that. It might be the first and last time we ever agree on something, but I do acknowledge it, notwithstanding his leader's more negative input on this.

Let's identify what is happening. Obviously, the high-volume exposure and audience reach for South Australia position Kangaroo Island as a premium travel destination to its 60 million global readers. We would only hope for that, wouldn't we, on our own Facebook pages or whatever? Sports Illustrated Swimsuit has more than eight million followers on social media and has been sharing multiple daily posts on Instagram of the models on Kangaroo Island and tagging local South Australian operators.

Let me remind members that this was an initiative of the South Australian Tourism Commission. It has been keeping an eye on it since 2017 when, through its representation in the US, SATC identified this opportunity. They could not proceed due to scheduling issues, and they reinitiated this in 2018. Good on the SATC for doing this and remaining vigilant in order to take advantage of this opportunity.

The last time Australia was featured in Sports Illustrated Swimsuit was in 2013, when Hayman Island in Queensland was featured. The partnership is in line with SATC's host media program, which aims to heighten aspiration and consideration of South Australia as a desirable holiday destination. Kangaroo Island already has well over 150,000 visitors to it each year. This is more, I might say, than the Galapagos Islands, which, of course, is another prestigious destination on the tourism circuits. Regarding the high-volume exposure, I would like to advise the house as to the data here.

Sports Illustrated Swimsuit has 60 million global readers, and 16 million of these are female—the main decision-maker, I might add, in regard to travel. This is more female readers than magazines such as US Vogue, Cosmopolitan and Glamour. The Swimsuit website has 14 million unique online visitors, with 288 million page views to swim content. Sports Illustrated Swimsuit has more than eight million followers on social media, as I have said. The PR value for the 2018 launch of the swimsuit edition recorded 17 billion global media impressions, 9,000 media report segments and more than 100 media interviews.

In addition to Sports Illustrated branded social media channels, the personal profiles of the models photographed on Kangaroo Island have a collective audience following of more than 6.56 million people. Olivia Culpo, whom I am sure members would know—I think she was Miss Universe 2012; I look to my counterparts here, but I think that is right—obviously has a very significant following. She alone has 3.4 million followers. The results show that she has already had six posts and the highest number of views—140 million—of any one post.

These opportunities do not come very often. I can remember when Elle Macpherson came to Kangaroo Island in the early to mid-1980s for the 1985 Sports Illustrated edition. Her career obviously skyrocketed from there, but I am not saying it is all to do with Kangaroo Island. We would love to have her back. Nevertheless, we are very pleased that these initiatives are picked up and showcase some of the beautiful parts of South Australia. The six high-profile international models were photographed in multiple locations across the island, including Stokes Bay, Emu Bay, Snellings Beach, Pennington Bay, King George Beach and Remarkable Rocks.

The launch is scheduled for May 2019. I urge members to buy a copy. If there was one little tiny blemish, it was that they showcased a rather large snake on one of the models, which I just want to add is not native to Kangaroo Island. We do not have those over there. It is probably prohibited from being taken there because we do not have any rabbits or foxes. There are lots of things we do not let onto Kangaroo Island, but anyway I mention to anyone who might be listening to this internationally that, if they do get to Kangaroo Island, they will not see snakes of that species, but we do have lots of other beautiful things to show them.