Rodney Harrex, a South Australia Tourism Commission executive for eight years, and his dedicated team are now repositioning and strongly marketing right now in order to attract visitors' inevitable return.TD sat down to Rodney Harrex (executive officer, South Australia Tourism Commission) and learned why South Australia is so special.Travel Daily (TD), What are South Australia's unique selling points? And what are your passions?The Flinders Ranges are my favorite place in Australia. We have also seen record numbers of people visit The Outback and the Flinders Ranges. The Eyre Peninsula and the majestic Murray River are only a short drive away from Adelaide. The Murray is Australia's most iconic and under-appreciated natural icons. My family and I recently enjoyed the river's beauty, natural beauty, and abundance of wildlife. It is easy to reach from Adelaide and it is so tranquil and peaceful. It was a wonderful place to spend mornings with the wildlife. You can also sit on a deck to take in the sunset and look across the river at night. It's breathtaking.However, I love the beauty of our coastline and all it has to offer. The west coast of South Australia is one of my favorite places. The rugged coastline and remoteness of the coast are breathtaking. I also love whale-watching season in The Great Australian Bight. It is amazing to fly over whales as they calve. There are many ways you can interact with nature. This is a strength of the state. You can swim with sea lions or cage dive with great white sharks. It's all easily accessible.I love South Australia's wines and natural products. There are also amazing seafood options, including lobsters, fish and crayfish, abalone, abalone, and prawns. This is a unique combination of our natural surroundings, which I believe offers a great opportunity for tourists. Eighty percent of Australia's best wine is from South Australia. It is all easily accessible from Adelaide. We rented a Coffin Bay house and, when we weren't relaxing, we got in the oyster beds as they shucked. Just off the lease, you can imagine a gorgeous Clare Valley Riesling and fresh oysters. It's an authentic, natural experience that is shared with friends and family.Adelaide is a small city that offers all the amenities of a large city but has a smaller population. It is easy to get around. The airport is 15 minutes away from the city center, while a good run takes 10 minutes. If you need to get down to McLaren Vale for lunch, or the Barossa valley in 60 minutes, it is easily accessible by freeway in 45 minutes. It's that easy, which is quite amazing and unique. Consumers want to feel confident in a city, but not overwhelmed.Australia is extremely well-placed and I believe it offers amazing opportunities for international and local visitors. Consumers will be changing the way they think and look at the world as it moves again. Destinations like South Australia, Adelaide and New Zealand will open as Australia becomes more accessible.TD: Who are the people who have contributed to international tourism growth under your leadership?We have created the foundation for South Australia, and the strategic framework of the 2020 Plan. We do not focus on volume destinations and instead, we are a destination that attracts independent, high-value travelers. Adelaide is a small city, and that's why we were created. It was all about targeting independent self-drive tourists. We targeted travellers with more time, whether they were from China, Singapore or Europe.A ten-day itinerary is more impactful and has greater value. We have worked for many years in international markets and we know South Australia's unique proposition. We are proud of what we have, including our food, wine, and accessibility. Do not try to be everything. That is what I believe is crucial. We have great operators in South Australia. We put a lot energy into that framework to ensure they can access international markets. That has given us a clear focus on airlines and we have worked with them strategically to ensure that we get a balanced amount of visitors.TD: What lessons have you learned and what is the silver lining in South Australia's experience with the bushfires, COVID, and other disasters?I have learned to listen, engage and collaborate with others, as well as to act quickly. We wanted to be there to support them throughout the process. South Australia has many small- to medium-sized business. We acted quickly and gave cash grants to these businesses. This was because we didn't spend our money on marketing, but we repurposed it. Some of our funding was also used to fund road signage. Again, this was done to enhance the visitor experience.As we move through this crisis, South Australia needs air access. We have invested a lot of effort in rebuilding Adelaide's domestic aviation. Air New Zealand now arrives in Adelaide three times per week. As we have worked through COVID, we have had consistent service from Singapore and Qatar. They did an incredible job of repatriating Australians but also took our freight out. A huge amount of South Australian fresh lamb, seafood, and dairy products has been shared with the world. It has received international recognition.Our challenge was to manage information. It was overwhelming because there was so much information. We put a lot into this and I am proud to say that I have a great team that came together every morning to focus on the issue at hand and communicate clearly. We were faced with a lot of information and we managed to get the right information for small businesses. I am happy to report that last year's feedback was positive. It said, "You made it easy for me to make the right decision."TD: Adelaide is experiencing growth in the luxury accommodation sector?In the past twelve months, we have added over 1000 rooms, including Crowne Plaza, EOS By SkyCity and Hotel Indigo Adelaide Markets. A new Sofitel was opened in August. Marriott also announced that it would be opening a hotel at the GPO's heritage GPO. This $200 million investment will make Marriott a global leader in hotel construction. Adelaide has many great properties, including renovated classics and rooftop bars. There is a lot of demand for our services, which is incredible considering we are still experiencing a pandemic. Adelaide had the highest occupancy rate in Australia, March 2021. This is a great result considering that we have added almost 1000 rooms.TD: What message do you have for international travel agents and other members of the travel community about South Australia?The key point, I believe, is that Australia is willing to work with your company. To enhance the experience of each individual, our states and territories collaborate closely. We also keep in mind that consumers are searching for something different. We already know this, as we monitor the needs of our customers on our website. Agents around the globe should know that there is another side to Australia. Here in South Australia we are ready and able to offer remarkable experiences.
