The View_April 2020 F LR

view
the
Tourism Business to Business
Autumn 2020 | Issue 7 | $9.95 per edition
AFTER THE BLAZE
UNLOCKING TOURISM’S
FULL POTENTIAL
HOW TO SURVIVE
FINANCIAL HARDSHIP

2019 STATE TOURISM
AWARD WINNERS
Premier’s Award for Service Excellence
Seppeltsfield Winery Barossa
Major Tourist Attractions
Adelaide Zoo*
Silver - Cleland Wildlife Park
Tourist Attractions
Calypso Star Charters
Silver - Monarto Zoo
Bronze - d'Arenberg Cube
Major Festivals and Events
OzAsia Festival 2018
Silver - WOMADelaide 2019
Bronze - Royal Adelaide Show
Festivals and Events
South Australian Wooden Boat
Festival 2019
Silver - Colour Up Karoonda
Ecotourism
Murray River Walk*
Silver - Adventure Bay Charters
Bronze - Australian Arid Lands Botanic
Garden
Cultural Tourism
South Australian Museum*
Silver - Adelaide Gaol
Qantas Award for Excellence in Aboriginal
and Torres Strait Islander Tourism
Maralinga Tours
Silver - Aboriginal Cultural Tours South
Australia
Specialised Tourism Services
Proud Mary*
Silver - Vasse Virgin at Seppeltsfield
Bronze - Harbour Town Premium Outlets
Visitor Information Services
Clare Valley Wine, Food and Tourism
Centre
Silver – McLaren Vale & Fleurieu Visitor
Information Centre
Bronze - Fleurieu Coast Visitor Centre
Business Event Venues
Adelaide Hills Convention Centre*
Silver- Stamford Grand Adelaide
Bronze - Pullman Adelaide
Major Tour and Transport Operators
Journey Beyond Rail Expeditions
Tour and Transport Operators
Kangaroo Island Ocean Safari
Silver – Small Batch Wine Tours
Bronze - Helivista
Adventure Tourism
Adventure Bay Charters
Silver – Woodhouse Activity Centre
Bronze - Calypso Star Charters
Destination Marketing
Murray River, Lakes & Coorong
Tourism Alliance
Tourism Restaurants and Catering
Services The Tasting Room at Mayura
Station
Silver – Haus Restaurant
Bronze - Botanic Gardens Restaurant
Tourism Wineries, Distilleries
and Breweries
Seppeltsfield Winery Barossa
Silver – d'Arenberg
Bronze - Elderton Wines Cellar Door
Caravan and Holiday Parks
BIG4 Hahndorf Resort*
Hosted Accommodation
Redwing Farm
Silver - Perlubie Sea Eco Villas
Unique Accommodation
River Murray Houseboats Renmark
Silver – PS Julie Fay B&B
Bronze - Bukirk Glamping
Self Contained Accommodation
Flinders Bush Retreats
Silver – doi's Ocean Front Apartments
Bronze - Esto Accommodation
Standard Accommodation
Beach Huts Middleton
Silver – ibis Adelaide
Bronze - Atlantic Tower Motor Inn
Deluxe Accommodation
Wallaroo Marina Apartments
Silver - The Studios by Haus
Bronze – Adelaide Luxury Beach House
Luxury Accommodation
Pullman Adelaide
Silver - The Playford, MGallery by Sofitel
New Tourism Business
Seppeltsfield Road Distillers
Silver – Barossa Valley Chocolate Company
Bronze - Atura Hotel Adelaide Airport
Excellence in Food Tourism
Willunga Farmers Market
Silver – Steiny’s Traditional Mettwurst
Bronze - The Currant Shed
Excellence in Accessible Tourism
BIG4 Renmark Riverfront Holiday
Park
Silver – Adelaide Zoo
Outstanding Contribution by
an Individual
Jo Fort
South Australian Tourism Student
of the Year
Sinead Vandenbroek
South Australian Taxi Driver of the Year
Rajdeep Singh
Runner up - Haider Ali Shah
RAA Voters’ Choice Tourism Award
Experience and / or Service
Calypso Star Charters
Accommodation
Woodhouse Activity Centre
*Denotes Hall of Fame recipient
WOMADelaide
AFC
DreamBIG
Children’s Festival
AFC
Adelaide Guitar
Festival
AFC
OzAsia Festival
Adelaide Fringe
Adelaide Festival
South Australia’s
History Festival
AFC
Cabaret Festival
SALA Festival
Adelaide
Film Festival
Feast Festival
February March May June July August September October November
Adelaide. Australia’s festival city.
AFC = Presented by the Adelaide Festival Centre
festivalsadelaide.com.au

CONTENTS
06
08
AFTER THE BLAZE
TiCSA members from Kangaroo Island and the Adelaide
Hills share their experiences with the recent bushfires that
created devastation across the state.
UNLOCKING TOURISM’S FULL POTENTIAL
An in-depth overview of the key discussion topics from
South Australia’s first Visitor Economy Summit with
Premier Steven Marshall.
10 12 15
WHAT’S NEW FOR
AWARD ENTRANTS?
Familiarise yourself with the changes
to the 2020 State Tourism Awards that
have been introduced this year.
HOW TO SURVIVE
FINANCIAL HARDSHIP
Tips to support your business through
financial hardship due to the recent
bushfires and coronavirus outbreak.
HOW TO APPROACH
HARMFUL ONLINE REVIEWS
Have you ever encountered a negative
online review, or worse yet…a fake one?
Find out what steps you should
be taking to come out on top.
Publishing Information
TiCSA (TOURISM INDUSTRY COUNCIL
SOUTH AUSTRALIA)
ABN 64 992 585 804
25 Pirie Street, Adelaide SA 5000
GPO Box 2071, Adelaide SA 5001
P 0400 379 349
E info@ticsa.com.au
W www.ticsa.com.au
Share your highlights from The View across
social media, using the hashtag #TheViewSA
EDITOR
Emily Sharpe-Hall, TiCSA
CONTRIBUTING EDITOR
Rebecca Somerfield, Mercury Public Relations
PUBLISHER/ADVERTISER
Boylen - www.boylen.com.au
ADVERTISING ENQUIRIES
sales@boylen.com.au or 08 8233 9433
DESIGNER Madelaine Raschella
PRINTING Lane Print and Post
FREQUENCY Bi-Annual
ISSN 2207-4511
COVER
Cover: Emu Bay, Kangaroo Island
by Isaac Forman, Serio
Views expressed in The View advertising
material included and supplied content are
not necessarily endorsed by TiCSA.
No responsibility is accepted by the Council,
Editor, Publisher or Printer for accuracy of
information or errors or omissions.

WELCOME
FROM THE CEO
It has been a challenging start
to the new year for tourism
operators across the state
with the summer bushfires,
drought, coronavirus and travel
restrictions.
The impacts of the bushfires,
then followed immediately by
the coronavirus, are continuing
to escalate each day. Booking
cancellations and slow forward
bookings are hitting operators
hard, causing great financial
distress for the tourism
community.
Our priority is to support our members and the broader industry
through this troublesome time. That said, we are also committed to
helping drive the recovery process for bushfire and drought-affected
regions as we deal with the escalation of the coronavirus.
On a more positive note, I must acknowledge our state and
national tourism champions for 2019. These events were a fantastic
celebration of industry excellence and we should all be extremely
proud of our award winners.
Lastly, in January we saw a change in Minister with Premier Steven
Marshall becoming the Tourism Minister. We sincerely thank Minister
David Ridgway for his passion and support of our industry.
FROM THE CHAIRMAN
Industry recovery and resilience
have been a core focus for
TiCSA following the recent
bushfires and coronavirus
outbreak. We have been
working extremely hard in the
advocacy space to ensure we
deliver results for our members
across the state.
In February we hosted South
Australia’s inaugural Visitor
Economy Summit with Premier
Steven Marshall. This event
provided a unique opportunity
for the industry to hear from Premier Marshall in his new role as the
Minister for Tourism.
The Summit was a great success with over 300 government and
industry representatives joining to discuss how we can work
collectively to unlock our full economic potential. Key areas
of discussion included job and investment growth as well as
bushfire recovery.
Looking ahead, we look forward to working closely with the Premier
to drive strong outcomes for the visitor economy in South Australia.
For a more in-depth overview of the outcomes from the Summit, I
encourage you to read pages eight and nine.
Shaun de Bruyn
Chief Executive Officer
Eoin (Owen) Loftus
Chairman
PROUDLY SPONSORED BY
4 TiCSA AUTUMN 2020

SOUTH AUSTRALIA’S
REGIONAL TOURISM STARS
Two of South Australia’s regional tourism stars took home top
honours at the 2019 Qantas Australian Tourism Awards.
BIG4 Hahndorf Resort in the Adelaide Hills was crowned Australia’s
best Caravan and Holiday Park, while Calypso Star Charters in the
Eyre Peninsula was awarded Australia’s best Tourist Attraction.
Four regional tourism businesses also received silver or bronze
medals, representing their commitment to delivering quality tourism
experiences.
• Silver - Adelaide Hills Convention Centre, Business Event Venues
• Silver - The Tasting Room at Mayura Station, Tourism Restaurants
and Catering Services
• Bronze - Adventure Bay Charters, Adventure Tourism
• Bronze - Seppeltsfield Road Distillers, New Tourism Business
The winners were announced at a gala dinner on Friday, March 6
at the National Convention Centre in Canberra, with more than 800
people in attendance.
TiCSA Chief Executive Officer, Shaun de Bruyn, congratulated all
award winners.
“The Qantas Australian Tourism Awards are the pinnacle of
excellence in the Australian tourism industry,” Shaun said.
“It is wonderful to see the industry unite to celebrate excellence
where it is deserved.
“These wins are a result of the ongoing hard work, passion
and innovation put forward by our outstanding regional tourism
operators and we should all be extremely proud.”
Premier Steven Marshall congratulated the winners and said the
awards are a fantastic way to bring the strength of South Australia’s
tourism sector into the spotlight, at a time when that message
needs to be heard.
“These awards not only recognise excellence in tourism
experiences, they showcase the strength, innovation and passion of
South Australian tourism operators – qualities that will help ensure
our sector is able to recover and rebuild from the extraordinary
challenges it is facing,” said Mr Marshall.
“South Australia remains a must-see destination with incredible
tourism offerings across all of its regions – and it’s because of the
many achievements and contributions of South Australian tourism
operators, that the state’s visitor economy reached a record $7.8
billion spent by tourists last year.”
South Australian finalists for the national tourism awards
are selected at the annual South Australian Tourism Awards
Gala Dinner.
TiCSA AUTUMN 2020 5

AFTER THE BLAZE
This summer’s bushfires in Cudlee Creek
and Kangaroo Island have left significant
scars across the state. Many locals have
been faced with the loss of their homes,
businesses and livelihood.
Sadly, the blaze in Kangaroo Island also
claimed the lives of one of the industry’s
great bush pilots, Dick Lang and his
son Clayton.
The owner of luxury tour business
Exceptional Kangaroo Island, Craig
Wickham, said the speed of the fire
amazed him.
“What took four days to burn in 2007 did
so this time in four hours,” Craig said.
“What shocked me, way beyond surprise,
was the fact that we lost so many farms
and homes.
“I can remember a few outbuildings,
fences and perhaps one old home being
destroyed in past fires, but this one took
out over 80 homes.”
In the Adelaide Hills, Golding Wines is one
of the many businesses that have been
directly impacted by the ferocious fires.
The Lobethal-based winery was hit
hard with a good portion of its vineyard
infrastructure destroyed in the fire, along
with vineyard irrigation.
Lucy Golding, who owns the business with
6 TiCSA AUTUMN 2020
husband Darren, said the recovery process
will be long and extensive.
“95 per cent of our vines have been
affected and will need to be cut close to the
ground to encourage water shoots so we
can retrain them up to a trellis,” she said.
“As a result, we will be without a crop for
at least the following three years. Our
production will be heavily impacted by the
fact that we will not have any of our own
grapes to use.
“This means that we need to buy in
some fruit from other sources for a
much smaller production.
“Experiences like the bushfires remind
you that however prepared you think you
are, you can always be better prepared
with better fire protection systems: more
sprinklers, more diesel generators and
more galvanized fittings that won’t melt.”
For Mary Lovegrove, a resident and
spokesperson for Kangaroo Island Connect,
witnessing first-hand the enormous loss of
animals and wildlife was devastating.
A few days after the fires had passed,
she recollects driving through the burnt
areas and being shocked by the number
of domestic stock and wildlife which had
perished or been injured.
“It was distressing for my children and
I to witness the extreme suffering of
the livestock immediately following the
bushfires,” she said.
“However, it was heartening to see the
amazing response and relief effort following
this tragic event”.
Looking ahead, Mary believes it is important
that the community reflect on what
happened and be one step ahead when it
comes to preparing for fire danger.
“We need to allow back burning at safe
times of the year to reduce the vegetation
and fuel,” she said.
“Roadside clearing would provide better
firebreaks. When I was a kid, we were
allowed to collect firewood from the sides
of the road which reduces fire fuel.”
Fortunately, the admirable efforts of the
Country Fire Service volunteers, firefighters,
emergency services personnel and vet
teams resulted in the protection of many
lives and properties that otherwise may
not have survived. We have also seen
endless acts of selflessness and generosity
with people from all walks of life offering
resources and assistance.
Dana Mitchell, who owns Kangaroo Island
Wildlife Park with partner Sam, describes
the support from the community and public
as overwhelming.

Credit - South Australian Tourism Commission
“Throughout the crisis, it was amazing to
see the community take people in that
they don’t know and give them refuge,”
Dana said.
Lucy Golding also expressed praise for the
swift and effective emergency response
since the fires.
“We feel very well supported by all levels
of government and our state and regional
bodies,” she said.
“We have also received strong support
from media outlets providing us with an
opportunity to let everyone know we are
open for business as part of the South
Australian Tourism Commission (SATC)’s
#BookThemOut campaign.”
Having been in business for close to 30
years and grown well accustomed to its
trials and tribulations, Craig considers it
vital to have a well-constructed plan that is
ready to swing into place should a threat
present itself.
“This involves analysing the threat,
identifying what guests are on the Island,
monitoring forecasts, and most importantly,
communicating with guests and distribution
partners,” he said.
In reflecting on the lessons learnt from
this catastrophic event, Craig believes the
communications piece needs a solid review.
“Right across the country there were too
many information silos and not enough
integration. The fact that lots of people were
on holidays was obvious and there needs to
be a planned crisis management response
which addresses this from the outset.
“From a national perspective our industry
was very well served by the SATC, with
a really rapid and appropriate response.
Other states are still catching up.”
Now that fires have come to a halt and the
recovery process is underway, the owner
of Kangaroo Island Wilderness Tours,
Paul Brown, said the financial impact for
all businesses on the Island cannot be
underestimated.
“There has been a serious level of financial
crisis in terms of cancellations and forward
bookings, which may lead to the loss of
jobs,” Paul said.
However, it is not just businesses directly
affected by the bushfires who are reporting
an impact. The latest TiCSA Tourism
Barometer 1 found that 80 per cent of
participants across the state have been
affected to some degree by the bushfires,
with 61 per cent noting that booking
cancellations have had the greatest impact.
These results reinforce that local
businesses need help, particularly with
bookings and sales.
“The best way to support our industry is
by travelling to the Island or by continuing
to sell the Island experiences,” said Craig
Wickham.
“Our bigger challenge now is that the
Coronavirus is bringing demand from some
international markets to a standstill, so the
domestic campaign is proving to be crucial.”
Lucy Golding reiterated Craig’s message,
encouraging people to “come up to the fire
affected areas in the Adelaide Hills and visit
the businesses”.
TiCSA Chief Executive Officer, Shaun de
Bruyn, said it is vital that we visit Kangaroo
Island and the Adelaide Hills, but also those
regions that are indirectly feeling the pinch.
“Let’s support each other through the
recovery process before we see more
local tourism business go up in smoke,”
Shaun said.
1
TiCSA’s Tourism Barometer is an independent
quarterly survey of TiCSA members designed
to measure recent activity and outlook of the
future. To download the full report, visit
www.ticsa.com.au.
TiCSA AUTUMN 2020 7

UNLOCKING TOURISM’S
FULL POTENTIAL
Tourism operators recently attended South Australia’s inaugural
Visitor Economy Summit at the Let’s Go Caravan and Camping
Show at the Adelaide Showgrounds.
TiCSA Chief Executive Officer, Shaun de Bruyn, said the event
offered an exclusive opportunity for the industry to hear from
Premier Steven Marshall in his new role as the Minister for Tourism.
“The Summit was a chance for both government and industry to
come together and have a constructive conversation on the key
priorities to grow our visitor economy,” he said.
Advisor to the Premier, Bill Spurr, kicked off the proceedings
discussing the value of international education and business events
to the visitor economy. Although often overlooked, Bill emphasised
that international education has rapidly grown over the past 20
years and its value should not be underestimated.
“In South Australia alone, the number of international students
coming to our state for a full-time educational opportunity on a
student visa for 12-months or longer has grown from 11,000 in 2002
to 45,000 in 2019,” Bill said.
He also said that business events, such as conferences, are a major
contributor to the visitor economy, with high-yielding delegates
flocking to our state from March to November each year.
Inspired by the success of MONA’s Dark Mofo festival in Tasmania,
Premier Marshall suggested the idea of a winter festival in Adelaide
to drive tourism in the quieter months.
“We have a lot in February, and it was great to have the Adelaide
International (tennis) in January with all those people coming from
interstate,” he said.
“If we look at the lessons from Tasmania, they created something
special and they have been able to fill a time of the year that is
traditionally slower and I think that is a great opportunity, so watch
that space.”
Premier Marshall also touched on the need for a strong naturebased
tourism focus.
“We have incredible assets in our national parks and conservation
parks in facilities that we own as taxpayers,” he said.
“But we really need to make sure that we are getting the very best
out of this and creating the most excellent opportunities in terms of
employment that flows from them.”
Following Premier Marshall’s presentation, key industry leaders took
to the stage for the panel discussions facilitated by TiCSA board
member, Traci Ayris. Some of the key issues raised included:
BUSHFIRE RECOVERY
Minister for Environment and Water, Hon David Speirs, said there
is a real opportunity for volunteer tourism, particularly during the
period where we have a gap in international tourists.
“There is a great desire for people to get out and about and be part
of the practical recovery of the landscape,” he said.
The Wildlife Recovery Fund has been launched between National
Parks, Wildlife Service SA and the Nature Foundation. This
dedicated fund aims to assist the environmental restoration of
fire-damaged regions and could look to incorporate educational
volunteering projects for tourists.
“There are also opportunities for people to have return visits to see
the landscape recover,” said Minister Speirs.
BUSINESS CAPABILITY BUILDING
Digital capability development was identified as a key area of need.
“Businesses have to invest in websites, social media and educating
the public as to what their products are,” said Tony Smith, owner of
Rawnsley Park Station.
Chairman of the Food, Wine, Tourism and Hospitality Skills Council,
Sally Neville, highlighted staff development, training and service
delivery as other priority areas.
“The Premier referred to the 16,000-additional staff that we are
going to need by 2030 according to the sector plan, and we do not
know where those people are going to come from at the moment,”
Sally said.
“We require capability building and development of people to make
certain that we have got enough staff to do the jobs and ensure that
the expectations by visitors go above and beyond.”
8 TiCSA AUTUMN 2020

Photo Credit: Joel Roosa Photography
The distribution system was also discussed, ensuring operators
understand the complete journey a customer takes before
converting to a booking.
COLLABORATION
Industry and government have a mutual desire to work more
collaboratively. Minister Speirs described the government’s role
as leadership based, emphasising the need for the government to
continuously source fresh experiences to differentiate ourselves.
“Always On is a broad digital based strategy designed to stimulate
consumer interest,” he said.
“This strategy is about making sure that whenever consumers are
looking for restaurants, places to go or things to do, South Australia
is there.”
If you missed the Visitor Economy Summit, head to the official
TiCSA Facebook page to view the live stream recording.
“We need to talk to industry leaders about what they want and what
they think the opportunities are - small, medium and large - and for
government then to apply resources,” said Minister Speirs.
This is particularly important during this recovery period as the
Australian tourism market is going to be inundated with discounts
and special offers to attract tourists. The Director of Diverse Travel
Australia, Caroline Densley, raised an important point regarding
small operators in times of financial crisis.
“A lot of small operators, when they are under tough times, one of
the first things they do is not pay memberships and extra marketing
dollars,” she said.
“A support subsidy is needed to pay memberships for the really
important industry associations that then provide networking
support and accelerate mateship that we need in tough times.”
MARKETING
Tackling the international perception that Australia is on fire was
another area of conversation. The General Manager of Pullman
Adelaide, Llewellyn Wyeth, highlighted that the Australian tourism
market is going to be swamped by messages following the recent
and ongoing challenges, however, “South Australia has a great
opportunity to promote one message that everyone gets behind”.
It was agreed that the #BookThemOut campaign was a wellreceived,
proactive approach. That said, some delegates raised
concern for other regions that are also doing it tough due to
drought and argued that they also require marketing support.
Chief Executive of the South Australian Tourism Commission,
Rodney Harrex, said the #BookThemOut campaign was designed to
bring reality to the bushfire situation.
TiCSA AUTUMN 2020 9

WHAT’S NEW FOR AWARD ENTRANTS?
Photo credit: Australian Southern Photography
If you are considering nominating for the
2020 South Australian Tourism Awards,
here is what you need to know about
the changes that have been implemented
this year.
The Australian Tourism Industry Council
(ATIC), with support from TiCSA, has
continued to review the awards program
and implement annual updates to safeguard
its relevance.
Recent changes have included creating
a standardised entry process and setting
a minimum standard for all businesses
to retain the integrity of the program.
TiCSA Industry Programs Coordinator,
Stella Biggs, said each year modifications
are implemented based on constructive
feedback from entrants.
“The purpose of the awards program
is to celebrate tourism businesses that
demonstrate quality visitor experiences and
exceptional customer service,” Stella said.
“Recent improvements have been made
to the category questions to remove
duplication and ambiguity, and ensure the
questions clearly inform judges of the visitor
experience on offer.
“Following an examination of various
categories, it was decided that five would
10 TiCSA AUTUMN 2020
be renamed to better reflect the entrants in
these categories.
• ‘Specialised Tourism Services’ has
been renamed ‘Tourism Retail and Hire
Services’
• ‘Destination Marketing’ has been
renamed ‘Tourism Marketing and
Campaigns’
• ‘Standard Accommodation’ has been
renamed ‘3 - 3.5 Star Accommodation’
• ‘Deluxe Accommodation’ has
been renamed ‘4 - 4.5 Deluxe Star
Accommodation’
• ‘Luxury Accommodation’ has been
renamed ‘5 Star Luxury Accommodation’
In addition, seven categories will now
feature a revised question set that is
specific to the distinct category.
These include:
• Aboriginal and Torres Strait Islander
Tourism
• Cultural Tourism
• Tourism Marketing and Campaigns
• Ecotourism
• Festivals and Events
• Major Festivals and Events
• New Tourism Business
Other adjustments to the program include a
reduction in the maximum word count from
12,500 to 10,000 across categories one to
24, and the introduction of an online review.
“These days it is critical that a business be
engaged in the digital world and regularly
update their digital assets,” Stella said.
“For that reason, prior to the site verification
visit, the judge will now review the entrant’s
website, social media channels, search
engine optimisation and external listing
sources.
“This will contribute a total score out of
five to the overall submission score for
the entrant.”
Award entrants also now have access to
a ReviewPro account through the online
platform. Although the ReviewPro rating
for each business will not impact final
scores for this year’s program, entrants
are encouraged to interact and familiarise
themselves with it.
“It is anticipated that a consumer review
score via ReviewPro will come into effect
in 2021 and form part of an entrant’s final
score,” Stella said.
Nominations for the South Australian
Tourism Awards will open soon.
For more information, visit www.
satourismawards.com.au.

VISITOR
CENTRES
WORKING
FOR
INDUSTRY
South Australia’s Visitor Information Centres
(VICs) service close to one million visitors
each year, and 59 per cent of adults
who visit a VIC spend an additional $181
following advice received there. With this
statistic in mind, it is no wonder that VICs
play an integral role in our visitor economy.
To meet the growing needs of the 40
accredited VICs across the state, the South
Australian Accredited Visitor Information
Centre Network (SAVICN) was established
five years ago.
Since its commencement, the leadership
group has remained committed to
enhancing the way VICs operate, how they
engage and how they are perceived. One
way this is achieved is through collecting
consumer data every six months to inform
the Network’s change management and
continuous improvement approach.
Chair of the SAVICN, Andy Glen, said the
role of VICs is no longer just ensuring our
visitors have all the general information they
need for a memorable stay.
“The primary focus of the network is to
foster a strong working relationship with
local and regional tourism industry members
to inspire our visitors and drive increased
spend,” Andy said.
“Industry has become our number one
customer and we want our VIC members
to represent you, recommend you and tell
your stories to our visitors.”
Photo credit: Weekender Herald
According to the South Australian Regional
Visitor Strategy, there are 5344 tourism
businesses across regional South Australia
(excluding Adelaide), however, there are
only 37 accredited VICs to represent the
needs of these businesses.
“It is challenging for these centres to keep
on top of the ongoing updates within the
industry, which is why we need your help",
said Andy.
“We encourage tourism businesses to forge
a positive relationship with their local VIC.
“Specifically, we highly recommend that
all businesses with ‘baby boomers’ as
their target market tap into the resources
available via their local VIC.
“Whilst individual VICs work under diverse
stakeholders, each is willing to sit down
and discuss how operators can make the
most out of a mutually beneficial business
relationship, and this can form a genuine
part of a businesses’ marketing strategy.”
The SAVICN has four primary objectives:
1. To encourage professionalism and
unity of VICs;
2. To raise awareness about the value
of VICs;
3. To promote goodwill and
participation between VICs and
stakeholders; and
4. To be considered as an integral part
of the industry.
As an industry leader member of TiCSA,
the SAVICN is serious about industry
engagement and is always looking for
new opportunities to establish mutually
beneficial corporate sponsorships.
The SAVICN also invites TiCSA members to
share their ideas for improvement. Contact
Andy Glen on 0408 089 366.
Visit www.ticsa.com.au for an up-todate
list of South Australia’s Accredited
Visitor Centres.
Six Properties. One Majestic Experience.
OPENING SOON
MAJESTIC M SUITES MAJESTIC ROOF GARDEN HOTEL MAJESTIC MINIMA HOTEL
MAJESTIC TYNTE STREET APARTMENTS MAJESTIC OLD LION APARTMENTS MAJESTIC OASIS APARTMENTS
M A J E S T I C H O T E L S . P R O U D L Y S O U T H A U S T R A L I A N O W N E D A N D O P E R A T E D .
W majestichotels.com.au P 1800 312 807 E reservations@majestichotels.com.au
TiCSA AUTUMN 2020 11

HOW TO SURVIVE
FINANCIAL HARDSHIP
Many tourism businesses are experiencing
booking cancellations and slow forward
bookings as a result of the bushfires and
coronavirus crisis. We have compiled
some tips to support our members through
financial hardship.
1. Keep your cash flow moving
As hard as it can be for small businesses,
you need to protect your cash flow in times
of crisis and implement strategies to keep
the cash flowing;
• Keep your finger on the pulse in terms of
the leading indicators for your business
and changing economic conditions. From
here you can make predications for your
cash flow over the next year and identify
what changes need to be made and when.
• Speed up payments by invoicing your
customers promptly or requesting direct
payment. Use collections services where
necessary.
• People are willing to help in times of
hardship, therefore enquire to see if
payments to suppliers can be extended,
and seek to renegotiate contracts with
landlords, lenders and contractors.
• Investigate what efficient software tools
are available to manage, track and
forecast your cash flow.
2. Review your inventory costs
Investigate what you can do to reduce your
12 TiCSA AUTUMN 2020
inventory costs. Can you cut back on how
much you are ordering, or use a cheaper
supplier for the meantime?
3. Focus on your business strengths
Identify what you do best in the business
and drop anything else that may be a
distraction. Focus on what is going to
deliver the most profit.
4. Win new customers
Expand your customer base by
differentiating your business amongst its
competitors. Research your competitors
and determine what you can realistically
deliver to entice new customers. Above
all, ensure your customer service exceeds
expectations.
5. Appreciate your existing customers
Show appreciation of your existing
customers by making them feel special.
For example, set-up an incentive or rewards
program, run a competition with your most
local customers, keep your customers in
the loop with upcoming promotions, or
distribute free samples. You could even
send personalised emails updating them on
how the business is travelling considering
the recent circumstances.
6. Do not cut your marketing budget
How else are you going to get the message
out that you are open for business?
7. Do not automatically cut memberships
Identify what industry memberships offer
the best bang for your buck. Remember
that these associations can offer networking
opportunities and mateship during
challenging times.
8. Make use of local businesses
Reach out to local businesses to see if
you can offer a special package or
engage in collective marketing to drive
consumer interest.
9. Manage your personal credit
Banks are offering a range of support
services to assist businesses. That said, it
can sometimes be harder to obtain loans
in times of crisis. If your personal credit is in
good shape, you will have a better chance
of being able to borrow additional funds to
keep your business running.
10. Use the resources available
There are a range of resources available to
help businesses, so do not be afraid to ask
for help. Visit: www.business.gov.au
TiCSA will be hosting a TourismIQ Workshop
on tourism business resilience in August in
the Murray River, Lakes and Coorong.
Visit www.ticsa.com.au for more details.
Source: Susan Ward, The Balance Small
Business, 2019

PROTECT YOUR BUSINESS
FROM CYBER THREATS
Tourism operators, like any business,
rely on the internet to access and store
information, including valuable data relating
to visitors, vendors, stakeholders and staff.
Protecting your business from the growing
raft of clever and invasive cyber threats
is paramount. Phishing, Ransomware,
Supply Chain Attacks, Advanced Persistent
Threats – whatever the name, the threats
are real, and they are only getting more
sophisticated.
‘Security as a Service’ is now widely
available for businesses, particularly those
which do not have internal IT resources but
are seeking to layer their defence against
potential cyber-attacks, and to minimise
their vulnerability.
Hood Sweeney Technology recently
introduced a ‘Security as a Service’ offering
to help small and medium-sized businesses
unsure of how to mitigate the risks and their
threat exposure. One of the most effective
industry-wide strategies, developed by the
Australian Signals Directorate’s Australian
Cyber Security Centre (ACSC), is known as
the Essential Eight.
The Essential Eight grants that no single
mitigation strategy is guaranteed to
prevent all cyber security incidents. Rather,
businesses are recommended to implement
a series of reduction tactics to make it much
harder to compromise systems.
“Implementing the Essential Eight
proactively is certainly preferable to
responding to a large-scale cyber security
incident,” said Hood Sweeney’s Director,
Technology Services, Graham Wadsley.
“In a world of increasing internet threats, the
Essential Eight and the risk-mitigation steps
it outlines are becoming the new ‘norm’ of
doing business.”
Beyond the Essential Eight, Hood Sweeney
Technology works with partners to provide
the following protective safeguards that
can enhance security and allow for fast
detection and remediation:
“...businesses are
recommended
to implement a
series of reduction
tactics to make
it much harder
to compromise
systems. ”
• A Unified Threat Management (UTM)
device to secure the network perimeter
and provide advanced firewall and traffic
inspection in real time.
• Threat Detection and Response (TDR)
from WatchGuard - a powerful collection
of advanced malware defence tools that
correlate threat indicators from UTM
appliances and Host Sensors to stop
known, unknown and evasive malware
threats.
• Security Awareness Training from
Webroot – an education process
that teaches employees about cyber
security, IT best practices and regulatory
compliance. A comprehensive security
awareness program can train employees
about a variety of IT issues.
• Advanced Network Monitoring by Auvik
– a cloud-based network management
software that alerts us about network
issues before our clients so we can
provide strategic guidance to ensure the
network is fit for purpose and business
risks are minimised.
According to Graham, it is about taking
the first steps to stay one step ahead of
cybersecurity threats and focusing on risk
management.
“While implementing the Essential Eight
strategies can seem like an overwhelming
task, Hood Sweeney IT specialists are
available to define, develop and implement
the Essential Eight Strategy to suit your
business,” Graham said.
“Many organisations already have
completed a number of the elements,
while other components could be in the
pipeline or yet to be considered. Once
businesses have implemented their desired
mitigation strategies to an initial level, they
should focus on increasing the maturity
of implementation, so they eventually
maximise their defence strategy.
“Hood Sweeney can work with stakeholders
and service providers to bolster your
defences, incident response and capability
to recover from the inevitable.”
To find out more, contact Hood Sweeney
Technology on 1300 764 200 or email
techrecovery@hoodsweeney.com.au.
TiCSA AUTUMN 2020 13

TOP THREE THINGS TO CHECK
ON YOUR REVIEWPRO ACCOUNT:
1. Global review index (GRI)
MANAGE YOUR ONLINE
REPUTATION
Photo credit: Novotel Barossa Valley Resort
• An industry-standard online reputation
score – exclusive to ReviewPro and used
worldwide as a benchmark for reputation
management.
• Gathered from over 200 review sites
using advanced algorithms to reflect a
realistic reputation score.
2. Tracking page
Exceeding customers’ expectations and
managing your online reputation are
keys to success in the tourism industry.
That is why TiCSA has partnered with the
Australian Tourism Industry Council to offer
all Quality Tourism Accredited Business
(QTAB) members free ReviewPro access
via the Quality Tourism Framework (QTF)
dashboard.
ReviewPro is a one-stop-shop for online
reputation management, which collates
reviews about your business from 175
websites into a streamlined dashboard.
TiCSA Industry Programs Coordinator, Stella
Biggs, said this new addition to the Quality
Tourism Framework is an extremely valuable
tool as it enables members to benchmark
and monitor their digital presence.
“ReviewPro allows members to analyse
guest reviews and prioritise business
improvements based on customer
feedback, ensuring customer satisfaction
and revenue growth,” Stella said.
“The platform also features real-time
notifications to alert members when
action is required, such as responding to
a negative comment, which can easily be
done via your ReviewPro account.
“By leveraging reviews, members will be
able to boost their rankings on review
sites and outperform their competitors.”
How do I access my free ReviewPro
account?
• TiCSA QTAB members will need to
log-in to their Quality Tourism Australia
account.
• Scroll to the bottom right-hand corner
of the dashboard and click on the
‘Access ReviewPro’ link.
• If you do not already have a ReviewPro
account, you will see a ReviewPro box
and a ‘verify’ button.
• Once the button has been clicked, fill in
the required details. Your account may
take up to two weeks to be verified.
How do I read my reviews and create
reports?
• Once your account has been created,
you will receive a confirmation email
with details on how to log-in to your
ReviewPro dashboard.
• You will be able to manage your reviews
and create reports via your ReviewPro
dashboard. Refer to the TiCSA website for
more information.
If you would like to learn more about
ReviewPro or the QTAB program, contact
Stella on 0401 998 247.
• Here you will be able to monitor guest
reviews by responding to them via the
one dashboard.
• The ‘cases’ tool in ReviewPro allows
you to automatically alert relevant staff
or departments on issues that require
immediate action based on guest
feedback from online reviews.
3. Semantic analysis
• Assesses positive and negative sentiment
of mentions related to your guests’
experiences.
• The Semantic Dashboard allows you to
determine your best assets and areas for
improvement.
Relax in a luxury home and enjoy what the city offers at your doorstep.
Relax in a luxury home and enjoy what the city offers at your doorstep.
• • Spacious and and comfortable •
• Spacious and comfortable •
• Fully • Fully Self-contained two two or or three Bedroom Townhouses •
• Fully Self-contained two or three Bedroom Townhouses •
and • Within Homes five • Within minutes five • minutes Within to CBD five to • minutes Beautiful CBD to • CBD Beautiful quiet • Beautiful quiet area quiet • area •
• Clean • Clean linen linen and and • toiletries Clean linen and provided toiletries •
provided •
• Great • Great rates rates • Short • Short
• Great
and and
rates
long long
• Short term
and stays
long
welcome
term stays welcome •
•
• FREE ON-SITE Parking • Free Wi-Fi •
• FREE ON-SITE Parking • Free Wi-Fi •
• FREE ON-SITE • Free Connector Parking Bus to Free CBD and Wi-Fi ADELAIDE ATTRACTIONS •
• Free Connector Bus to CBD and ADELAIDE ATTRACTIONS •
• Free Connector Bus to CBD and ADELAIDE
To BookATTRACTIONS •
Call host on 0401251693 or
Email:
To Book To stay@adelaidestyleaccommodation.com.au
Book
Call host www.adelaidestyleaccommodation.com.au
on 0401251693 or
Call host on 0401251693 or
Email: stay@adelaidestyleaccommodation.com.au
Email: stay@adelaidestyleaccommodation.com.au
www.adelaidestyleaccommodation.com.au
www.adelaidestyleaccommodation.com.au
14 TiCSA AUTUMN 2020

HOW TO
APPROACH
HARMFUL
ONLINE
REVIEWS
When was the last time you booked a hotel
or made a reservation at a new restaurant
without first checking the online reviews?
We live in a digital world and people are
increasingly engaging with online reviews
to influence their decision-making.
Social media, Google and other review
sites provide a fantastic marketing platform
for customers to acknowledge a quality
experience and share this with others.
That said, even the cream of the crop in
the business world receive the occasional
online criticism. So, what happens if you
encounter a negative review, or worse yet…
a fake one?
A disgruntled ex-employee or jealous
competitor may use an alias to make false
and defamatory accusations about your
business, or you may come across an
online troll who deliberately seeks to
provoke others.
Here are some tips to help you better
navigate the world of undesirable and/or
phoney online reviews.
Unfortunately, one of the disadvantages
of digital is that the option to ‘delete’ is
not always guaranteed. It is dependent
on the host site, however, most platforms
(i.e. Facebook and Google) will provide an
opportunity for businesses to report any
unsavoury reviews.
The downside of this is that such reviews
are usually only removed if they fail to
comply with the guidelines specific to the
business, or if the reviewer demonstrates a
clear conflict of interest.
In the instance that a negative review
about your business does not get removed,
it is important to respond publicly and
promptly (within 24 hours). If customers see
you only respond to positive comments and
ignore any negative ones, they may assume
it is accurate.
Draft a well-thought-out response that
addresses the key points in a polite manner
and does not appear defensive or suggest
any accusations.
Always highlight your focus on customer
service by encouraging the reviewer to
contact the business directly to rectify
the issue at hand. For example, “we pride
ourselves on delivering high-quality service
to all customers and I am sorry to hear
that your experience did not meet these
expectations. I would appreciate if you
would take the time to contact me directly
as I am sure we can resolve this issue”.
If the claim is in fact false, consider
addressing the situation by politely raising
a question. For example, “we always
appreciate when customers take the time
to post reviews. However, I believe there
"Draft a wellthought-out
response that
addresses the
key points in a
polite manner
and does not
appear defensive
or suggest any
accusations."
may be some confusion as we have no
record of your reservation, could you have
us confused with another business? If it was
certainly us, we would love the opportunity
to make things better. I encourage you to
contact me directly on….”.
It is important to remember that one bad
or misleading review can be harmful to a
business when it is the only one. That is why
is it is vital to continuously seek reviews
from your customers as a stack of rave
reviews will instantly squash the credibility
of one negative review.
Source: Reputation Stacker, n.d.
TiCSA AUTUMN 2020 15

Credit: Nikki Redman
SEALINK SUPPORT FIRE-
AFFECTED COMMUNITIES
BY PETER ABBOTT, GENERAL MANAGER, SEALINK SOUTH AUSTRALIA
I won’t dwell on the well-documented
fires that have challenged many tourism
operators in South Australia, but I really
want to focus on how our SeaLink team
has responded to support our industry
and community in this extremely difficult
environment.
SeaLink started in Adelaide just over 30
years ago, with one ferry and a few buses.
With the recent transaction to acquire
Transit Systems finalised on January
16 2020, we have expanded our reach
nationally and internationally with bus
operations now in London and Singapore.
As we grow, SeaLink remains fully
committed to our regional home, staff and
the communities that we live in.
During the Kangaroo Island bushfires, we
demonstrated our strong commitment to
the community through a range of support
programs and partnerships.
Our initial support package, worth half
a million dollars, was for the immediate
support of the local community. This
included an initial $200,000 financial
donation to the KI Mayoral Relief and
Recovery Bushfire Fund. We also offered
free passenger ferry transport to the
family and friends of KI residents to travel
16 TiCSA AUTUMN 2020
to Kangaroo Island to give support and
assistance. In addition, travel support
grants of up to $2,000 were offered to
property, business or house owners directly
impacted by the fires to assist them with
ferry travel they may need to see insurance
companies in Adelaide or for other
important appointments.
We established partnerships with BlazeAid
to directly support recovery for local
farmers and ran additional ferry services for
the Country Fire Services and Australian
Defence Force personnel to initially fight
the fires, and now help with the recovery
process. We set up partnerships with local
charities and service organisations to
support the many generous donations from
the public, and we partnered with Livestock
SA to coordinate the tonnes of hay donated
by producers across the country.
We are currently running a fundraising
campaign across our national operations to
support the KI community. This campaign is
called Islands supporting Kangaroo Island
Bushfire Appeal. Another important part of
supporting the community was through our
sponsorship of the KI Cup Carnival.
We congratulate the South Australian
Tourism Commission and operators who
have supported the #BookThemOut
campaign. SeaLink strongly supported this
campaign by introducing a $15 each way
ferry fare special for travel up to 30 June
2020. In March we designed and installed
billboard advertising on the side of our bus
network in London using iconic KI wildlife,
with a simple and clear message - Kangaroo
Island is still open for business and we want
you to come and meet the locals.
SeaLink is committed to helping the
community recover over the long term.
Many of our 130 KI-based staff members
have been directly impacted by the
bushfires and it has been an emotional
time for all. Our reservations and sales
team have worked enormous hours to
manage the volumes of freight and
traveller enquiries.
On a final note, on January 16 2020 we
welcomed our new SeaLink Travel Group
CEO, Clint Feuerherdt, who has taken over
from long standing CEO Jeff Ellison. Clint
was born in Port Lincoln, so he knows a
thing or two about boats.
Finally, thank you to Jeff Ellison for his
expert leadership over the past 29 years.

FIND GREAT
LEADERS
FOR YOUR
ORGANISATION
BY ANDREW SULLIVAN, MANAGING
DIRECTOR, SULLIVAN CONSULTING
Credit - Jeremy Bishop, Unsplash
Great leaders are people who inspire others
and drive an organisation in the direction
of success. Whether it is a fantastic team
leader or a data-driven board member,
finding great leaders is essential. As
someone who speaks with executives and
business leaders every day, here are some
insights on how to find the leaders who can
take your organisation further.
Understanding your objectives is the first
step. Knowing what you want to achieve
and working out what you need to do to
get there is crucial. Maybe you are looking
for a marketing executive to lead a new
campaign. Perhaps you are looking for
financial or strategic leadership. Once you
know what you want in a leader, then you
are ready to start searching.
Knowing where to look is important.
If you want to attract the best candidates,
you need to be advertising where those
candidates will see you. That could be
print media, career websites or social
media. Digital platforms and social media
have huge potential as a targeted and
cost-effective way to reach candidates.
Therefore, I would encourage you to
consider them as part of your recruiting
strategy.
Do not overlook the power of executive
search. Essentially, executive search is
identifying people who seem likely to have
the skills and experience you are looking
for and inviting them to apply. It can work
as a stand-alone strategy or be combined
with an advertising campaign as an
investment in the quality of your talent
pool. Whether you are just starting out or
looking to take your business to the next
level, every business needs great leaders.
You can get more insights about recruiting
leaders on our blog.
Visit www.sullivanconsulting.com.au
to find out more.
TiCSA AUTUMN 2020 17

Credit: South Australian
Tourism Commission &
Adam Bruzzone
THE
BACKBONE
OF
REGIONAL
TOURISM
BY STUART LIVINGSTONE,
CHIEF EXECUTIVE OFFICER,
CARAVAN & CAMPING
INDUSTRIES ASSOCIATION
OF SA INC.
In an industry which is facing many
challenges, the Caravan and Camping
Industry Association of South Australia
(CCIASA) is working hard to promote selfdrive
tourism and travelling in
South Australia.
With over 65 per cent of all caravan and
camping trips in Australia being taken in
regional areas, the caravan and camping
sector contributes significantly to regional
economies, communities and regional
visitor dispersal. In financial terms, research
from the caravan and camping industry
found that for every $1 spent in a caravan
park, an additional $1.44 was spent in the
local community.
Recent data from the Australian Bureau of
Statistics reports that international visitors
to South Australia were decreasing before
the recent fires and, for businesses that rely
on tourism, domestic travel becomes even
more important.
The caravan and camping sector will play
an important role in growing the state’s
market share of domestic travel, and the
18 TiCSA AUTUMN 2020
CCIASA will continue to promote the
benefits of caravan and camping in our
beautiful state. The commitment of the
CCIASA to promote this sector was evident
last year when we invested a record level
into marketing; recording a forecasted
deficit as the Association invested reserve
funds into new marketing activities during a
subdued economy.
Part of the CCIASA marketing strategy has
been to produce an annual Almanac. The
Almanac is a 114-page publication with six
pages dedicated to each region promoting
places to stay, things to see and do, as well
as handy travel tips and information. Last
year the appetite for the inaugural Almanac
was incredibly high with over 35,000
consumers signing up to receive a copy.
The Almanac is required to be ordered
online and picked up from a local CCIASA
member. This strategy has helped increased
the CCIASA consumer database to over
100,000 records, with 40 per cent of orders
coming from those who are not currently
engaged but interested in caravanning
and camping.
The Almanac is a unique publication
in the market, and we foresee further
opportunities to work with tourism regions
and operators for the next issue. This
will not only extend the amount of useful
information, but also broaden the reach of
the Almanac to service current users and
the travelling public.
The CCIASA is proudly self-funded, primarily
by the consumer shows it organises for its
members and consumers. Our February
2020 event showcased over 27,000 sqm
of the latest caravan and camping products,
generating an estimated 300 sales of
recreational vehicles (caravan, camper
trailers, motorhomes, etc) and between
$15-$18 million dollars in total retail sales to
the state.
The CCIASA has a close and effective
relationship with TiCSA and values the
opportunity to work collectively. A recent
collaboration was hosting the first ever
South Australian Visitor Economy Summit
and co-hosting the Destination SA stand at
the Let’s Go Caravan and Camping Show to
promote accredited tourism businesses.
“With over 65 per
cent of all caravan
and camping
trips in Australia
being taken in
regional areas,
the caravan and
camping sector
contributes
significantly
to regional
economies...”
The caravan and camping industry is
continually innovating – from our members,
manufacturers and within the Association
itself as we look to build more value for
our membership, convert more consumers
into caravan and camper advocates, and
promote the benefits of self-drive holidays.
It is an exciting time and together we will
achieve results for the visitor economy in
South Australia.

A NEW ERA FOR OUR PARKS
A $22 million boost has been announced
for South Australia’s national parks to
facilitate upgrades and the development of
new visitor experiences – here is everything
you need to know.
SA Environment and Water Minister
David Speirs said the well-received
investment will be spent on six key
projects across the state.
“It is all part of the Parks 2025 strategy,
which is a once-in-a-generation investment
in conserving South Australia’s unique
natural environment, improving naturebased
tourism experiences and stimulating
regional economies,” he said.
WHAT WILL BE CREATED?
• Kangaroo Island project ($7 million)
to enhance visitor experiences and
facilities at Seal Bay, a new visitor
precinct at Antechamber Bay, upgrades
to visitor facilities at Murray Lagoon,
a new signature camping experience
at D'Estrees Bay and a new visitor
experiences at Cape Willoughby.
• Southern Flinders Ranges National
Park project ($5 million) to upgrade
visitor facilities, including hiking, cycling
and horse-riding trails, and develop an
international mountain bike destination at
Mt Remarkable.
• Ediacara Fossil Experience project
($3 million) to create a major visitor
experience at Nilpena to showcase the
state’s unique Ediacaran fossils, which are
550 million years old.
• Ikara-Flinders Ranges National Park
project ($1 million) to renew visitor
infrastructure and experiences in
partnership with traditional owners.
• Cleland Wildlife Park project ($1 million) to
build a new koala hold facility.
• Nature-Based Tourism Co-investment
Fund project ($5 million) for businesses
and organisations will be supported to
run sustainable and ecologically sensitive
tourism experiences and products in SA’s
parks and natural places. Applications will
open in April 2020.
“An additional $50 million is already being
invested in parks and reserves on top of
operational costs,” Minister Speirs said.
“This investment seeks to not only
enhance the environment and nature-based
tourism experiences, but to improve social
wellbeing by encouraging more people to
get outside and enjoy what our state has to
offer.”
This includes:
• Opening up our reservoirs project
($29.55m) to open up and expand
recreational access to a number of SA’s
reservoirs like Myponga, South Para,
Bundaleer and Warren.
• Statewide park renewal project ($3.3
million + ongoing costs) to carry out
upgrades and continued improvements
to SA’s existing park facilities and
infrastructure.
• Creating the Great Southern Ocean Walk
project ($6 million) to create a multi-day
walk on the Fleurieu Peninsula’s Heysen
Trail that will connect Deep Creek and
Newland Head conservation parks, and
Granite Island Recreation Park.
• Glenthorne National Park project ($12.5
million) to create Adelaide’s newest major
metropolitan national park to preserve
and revitalise more than 1,500 hectares of
open space.
“Parks 2025 is an opportunity to shape the
future of South Australia’s parks and the
state,” said Minister Speirs.
“The strategy will be further refined through
working with key conservationists, tourism
advocates and local, regional communities.”
Visit www.parks.sa.gov.au/ parks2025 to
find out more.
TiCSA AUTUMN 2020 19

TOP TIPS TO FILM
ENGAGING VIDEOS
BY BENNO THIEL, PRODUCER, FRANKIE FILMS
Videos are integral to showcasing your
tourism business to the world. Here are
our five top tips to getting the most out of
your videos.
1. Use your resources - you do not need
a brand-new camera to create great
videos. The cameras on modern mobile
phones are high quality and can produce
fantastic results. Not only can they film
videos, but they can do a host of other
exciting techniques, such as time-lapse
and slow motion.
2. Lighting is everything - good lighting can
take a video from good to amazing. If
you are filming outdoors, we recommend
filming during ‘golden hour’. Golden hour
is the first hour after sunrise and the last
hour of light before sunset. Avoid filming
with the sun or a bright light behind you.
The sun / light will make it difficult for
the viewer to see you. Try flipping it
and filming with the sun in front of you,
this will brighten the image and is much
more flattering.
3. Good sound - bad sound or hard-to-hear
audio can ruin a great video. Try and
get as close to the camera as possible
– the closer you are to the microphone,
the better the sound will be. Consider
investing in a Rode SmartLav, a small
microphone that plugs into your phone
and clips onto your collar. This will
produce much better sound.
4. Make it personal - audiences respond
well to passion and real stories.
Engage your audience by talking about
yourself or a part of the business that is
particularly exciting to you.
5. Short and sharp - try to keep your videos
short. We recommend between 30 to
60 seconds. It is much easier to engage
your audience over five sixty-second
videos than one five-minute video.
TREECLIMB.COM.AU
8 COURSES 70+ OBSTACLES 10 ZIP-LINES
GIFT CARDS AVAILABLE
Park 20, Cnr. Greenhill and Unley Road, Kurangga Park, Adelaide City Park Lands, Adelaide
20 TiCSA AUTUMN 2020

DIGITAL SOLUTIONS FOR FIRE-
AFFECTED BUSINESSES
Free training and mentorship has been
provided to more than 100 bushfire-affected
tourism operators from Kangaroo Island and
the Adelaide Hills, as part of a joint initiative
by the RAA and Adelaide Business Hub.
Running in February and March, the
Digital Solutions SA training and mentorship
program, delivered by the Adelaide
Business Hub and funded by
the Commonwealth Australian Small
Business Advisory Service, armed local
businesses and tourism operators with
digital marketing knowledge to help them
get ahead of the pack.
RAA covered the registration fee for 100
businesses that took part in the program,
allowing them to attend free of charge.
Each participant also received two hours
of one-on-one mentoring with a digital
marketing specialist, allowing them to
identify their ideal target market and find out
how best to reach them.
Dougal McFuzzlebutt, from RAA’s travel
team, emphasised the role of training in the
wake of the bushfires.
“Helping South Australians get out and
explore their own backyard and supporting
the people that live and work in our great
state is central to what we do,” Dougal said.
“Obviously this extends to local businesses
and tourism operators.
“Knowledge is power, especially in times of
crisis. Our hope is that through the Digital
Solutions SA training and mentorship
program, tourism operators and businesses
in both fire-affected regions will be able to
leverage their strengths, reach their target
audiences and achieve their goals.”
The sessions consisted of five workshops on
Kangaroo Island and five workshops in the
Adelaide Hills, with topics including social
media and digital marketing strategies,
online privacy and security, search engine
optimisation (SEO), creating online content,
email marketing and DIY podcasting.
Photo: Kangaroo Island Spirits
Credit: Meaghan Coles, South Australian Tourism Commission
The Light Region is centrally located an hour North of Adelaide.
The best of the Barossa Valley, prime viticulture and farming terrains, and
the significant history from the early settling of the State will keep visitors
exploring while they relax and reconnect within the peace of quintessential
South Australian countryside.
Seppeltsfield Road and Greenock showcase many of the Barossa’s finest
wineries, prestigious award-winning restaurants, accommodation, brewers and
distillers, vineyard venues plus activities delivering authentic experiences and
events to remember for a lifetime.
Heritage towns, mining, museums, buildings, tracks and trails all have powerful
stories to share and unique experiences. Do a ghost tour; explore an old
copper mine; visit an art gallery; walk in the same steps as famed international
legends; find the hidden gems - take a dirt road, they all lead to someplace
wonderful.
Become immersed in learning, discovering and savouring Light Region’s
brilliance; indulge the senses; relax and unwind. To find out more contact
Liz at Light Regional Council 08 8253260; lheavey@light.sa.gov.au or the
Kapunda Visitor Information Centre 1300 770 301. See you soon…
www.lightsouthaustralia.com
#seelightsouthaustralia
TiCSA AUTUMN 2020 21

IMPROVING
SUSTAINABILITY IN
SA’S CARAVAN PARKS
Late last year SA Parks partnered with
Green Industries SA and Watermill
Resources to undertake sustainability
assessments and reports for caravan parks
in South Australia.
Partially funded by Green Industries SA,
SA Parks engaged Watermill Resources to
work with 16 parks to undertake a thorough
assessment of their power, water and waste
systems, including usage and costs.
The General Manager of SA Parks, Fiona
Williams, said the assessment involved an
onsite investigation of each park and a
thorough examination of all aspects of
the park.
“This data was used to develop a
comprehensive report providing each park
with detailed recommendations on how to
reduce the cost of power, water and waste,
while at the same time lower their carbon
footprint,” she said.
Average savings identified were:
• 23 per cent on electricity cost;
• 28 per cent on water cost;
• 21 per cent on waste cost; and
• 16 per cent reduction in carbon emissions.
Members of SA Parks were amazed to see
the difference that small changes could
make to their overall business profitability.
22 TiCSA AUTUMN 2020
Participating park owner, Greg Dunn from
Beachside Caravan Park, said it was an eye
opener for his business.
“We focus a lot on doing marketing and are
always improving our product to increase
the success of our business,” he said.
“It was amazing to see the impact that
reducing these ongoing costs can have on
our profitability.
“The report provided us with pay back times
for the changes we make, so we could see
the relatively small short-term cost to reap
long-term and substantial savings.”
Fiona said the association was delighted to
have championed this sustainability project
to the park industry in South Australia.
“The costs of power, water and waste are
significant in caravan park businesses,
and any savings will assist with overall
profitability and business success,” she said.
“The added benefits of reducing carbon
emissions, saving water and reducing waste
are also vitally important.
“This is a good news story that these parks
can be sharing with their customers.
“As we know there are many consumers
moving toward suppliers with sustainable
and ethical business practices, so it is
an additional point of difference for the
member parks who participated.”
In the year ending June 2019 over 5.3
million domestic visitor nights and over
270,000 international visitor nights
were spent caravan and camping in
South Australia.
With 90 per cent of caravan and camping
activity taking place in regional locations,
it is clear that the caravan park industry is
important to South Australia’s economy.
Fiona insists that a thriving commercial
caravan park sector is vital to many regional
towns and, although resilient, the industry
continues to face many challenges.
“SA Parks is the peak body representing the
caravan park industry in South Australia and
has been working to advance the caravan
park industry for over 40 years,” she said.
“It is one of the bodies that comprise the
members of the national Caravan Industry
Association of Australia.
“We provide three core functions for
our members: advocacy, marketing and
business advice and services specific to
caravan parks.”
For further information, contact
Fiona at admin@sa-parks.com.au.

BUSINESS
EVENTS
ARE FOR
THE TAKING
The Adelaide Convention Bureau is an
independent not-for-profit organisation that
is charged with attracting business events
to South Australia, including national and
international conferences, meetings, expos
and corporate incentive groups.
Bureau Chief Executive Officer, Damien
Kitto, said business event delegates spend
around five times per day more than leisure
holiday visitors.
“A business event delegate is extremely
lucrative to a destination and, as such, are
highly sought after the world over, with the
Bureau operating amid fierce competition
on a national and global playing field”,
he said.
The supply chain to the business events
industry is endless. From major hotels
to smaller bespoke operators, food and
beverage producers, transport providers,
visitor experience operators and audio-visual
suppliers; from meeting and function venues,
restaurants and caterers to retail stores. The
opportunities for operators to benefit from
business events are there for the taking.
For several years, the Bureau has posted
record results off the back of their business
development and sales strategy. This
includes innovative programs to aid in
identifying bid opportunities, building
relationships with global associations,
international media and industry bodies,
and selling South Australia as an attractive
host destination for business events.
“Bureau staff attend national and
international industry tradeshows and
expos, host event decision-makers and
media in South Australia for destination
educational events, and undertake regular
in-market sales missions,” Damien said.
“Naturally most events are held in Adelaide,
however, regional South Australia is
increasingly capturing a larger share of the
business events sector.”
In recent times, the well-known women’s
group Business Chicks has announced
a national conference to be held in the
Barossa and the Sustainable Economic
Growth for Regional Australia (SEGRA)
conference will be held in the Limestone
Coast this September.
“This comes after the Bureau and Limestone
Coast Local Government Association jointly
prepared a successful bid submission that
will see an expected 250 delegates from
across Australia attend and bring a muchwelcomed
economic boost to the
regional economy.”
Damien said corporate incentive groups
also deliver significant expenditure into
regional destinations.
“South Australia has seen an increase in the
economic benefit gleaned from these Asian
corporate events,” he said.
“Whilst we have always played host to
smaller bespoke corporate incentive groups,
large corporate incentive groups are, in
relative terms, new to South Australia.”
The state’s first large delegation, comprising
2,700 delegates from Perfect China, visited
South Australia in June 2017 and several
other groups have followed since,
including Joymain.
“The Bureau’s ‘South Australia, Be Surprised’
campaign has resonated with Asian
companies for whom our fresh food and
wine, wildlife, pristine beaches, incredible
seafood and magnificent clean, wide-open
spaces offer immense appeal, whilst also
presenting incredible opportunities to South
Australian businesses,” Damien said.
"The supply chain
to the business
events industry
is endless...The
opportunities
for operators to
benefit... are there
for the taking."
“For conferences, meetings and expos,
the Bureau’s Team Adelaide approach,
in addition to its ‘small city with big
city infrastructure’ and ‘innovation
neighbourhoods’ messaging, has proven
successful in producing strong economic
results for the state.
“The strategy will continue to evolve and
present many more opportunities aligned to
the State Government’s nine key economic
growth sectors.”
To learn about how your business can
benefit from business events, contact
Darren Baynes, Industry and Engagement
Manager on 0403 331 938 or at darren@
adelaideconvention.com.au.
TiCSA AUTUMN 2020 23

THE
TOURISM
INDUSTRY’S
SILVER
LINING
BY JANE KELLY, REGIONAL
MANAGER FOR SA,
DISCOVERY HOLIDAY PARKS
From the impact of the bushfires and other
weather events, to the Coronavirus, the
resilience of our tourism operators has
shone brightly, and like many, I am hopeful
of a silver lining. In the wake of these
disasters, the incredible outpouring of
community support has been nothing short
of inspiring. This community support has
been matched by governments around the
country, coming to our aid.
A groundswell of activity is calling on
Australians to holiday at home. From the
Federal Government’s $76 million tourism
package, Tourism Australia’s ‘Holiday Here
This Year’ and the South Australian Tourism
Commission’s #BookThemOut campaign,
the call-to-action is clear.
While these campaigns were built in
response to the bushfires, the Coronavirus
only adds extra weight to the message.
The virus places a question mark over
international travel for many Australians,
who as a result are more likely than ever to
decide to holiday at home.
So, while these disasters have already come
at a significant cost to the tourism economy,
for some sectors of our industry - particularly
self-drive and regional operators - we are
hopeful that the tide is about to turn.
It is now time for all of us – operators,
tourism associations, the media, and
influencers alike – to leverage this
groundswell, capture the nationalistic
emotion that sits behind these campaigns
and promote the experiences in our
backyards. Through the global financial
crisis, the caravan and camping sector held
strong, and there is every possibility that in
the current climate we may not only hold
our revenue lines, but even grow them.
In what may be an unprecedented focus
on regional tourism, we need to be ready
to capture and convert these Australians
looking for local tourism experiences.
We need to improve the digital experience
for our domestic customers, recognising
that most research, book and review their
holidays on mobile devices. At the same
time, let’s get international trade-ready,
understanding that most book through
travel agents up to two years in advance.
A growth of domestic tourism will see new
demographics accelerate. Millennials and
Gen Z, in particular, value high-quality,
authentic experiences in nature and, in the
caravan and camping industry, we have
seen the steady rise of demand for glamping
products, such as Discovery Parks’ Barossa’s
Safari Tents, which combine a sense of luxury
and escape into nature.
To rebound, we need to keep building on
the SA Visitor Economy Plan 2030, and as
operators, we all have a role to play. Let’s
give our customers what they invariably seek
in tough times: a safe escape and chance to
(as we like to say) ‘discover what matters’.
Visitor Information Centre
ENGAGE. INSPIRE. EXPERIENCE.
• Brochures and maps
• Quality souvenirs and gifts
• Historical interpretation photo display
• Free wireless internet and broadband
• Robe Public Library
• Local events and activities
Opposite the Foreshore, Mundy Terrace, Robe
P: (08) 8768 2465 or 1300 367 144 | F: (08) 8768 2863
E: robetourism@plain.sa.gov.au | www.robe.com.au
24 TiCSA AUTUMN 2020

MEET ‘SHAKKA’ THE GREAT
WHITE SHARK
BY GLEN CHRISTIE, MANAGER – TOURISM & EVENTS, PORT PIRIE REGIONAL COUNCIL
What do you envisage when you think of
South Australia’s Great White Sharks?
Most likely it is shark cage diving in Port
Lincoln with tourism award winners –
Adventure Bay Charters or Calypso Star
Charters. But did you know that Port Pirie
also has a claim to fame when it comes to
Great Whites?
Port Pirie’s Visitor Information Centre (VIC) is
home to a life-size model of a Great White
Shark called ‘Shakka’ (pronounced either
‘Shack-a’ or ‘Shark-a’ depending on who
you ask).
So, how did the Port Pirie VIC become
home to such an unusual attraction?
On the morning of July 12, 1999, Craig
Fletcher, a Wallaroo snapper fisherman,
went to check his lines and catch only to
find a female Great White Shark, 5.5 metres
in length and weighing almost one tonne,
had become entangled in the lines and
drowned.
In order to avoid a hefty fine, Craig cut his
lines and headed for shore, dragging the
shark carcass behind him and docking in
Port Pirie. She was then loaded onto a truck
and taken away to be examined.
The specimen would become a talking point
and attract some of the most renowned
names in the field of shark research and
preservation, including Peter Benchley –
author of Jaws, Rodney and Andrew Fox
– film crew for National Geographic and Jo
Bain – South Australian Museum’s head of
taxidermy and 3D modelling.
Fun fact: Rodney Fox also worked on the
second unit live action filming for Steven
Spielberg’s version of Jaws.
After funds were raised, Jo Bain was
commissioned to create a replica model
along with informational boards. A
competition was also held to name this
magnificent replica and ‘Shakka’ was born.
Now, over 20 years after her landing, the
exhibition has had a revamp.
The life-size ‘Shakka’ model has become
automated with a self-guided tour complete
with an audio introduction from Rodney
Fox, new lighting features and a slideshow
that documents her journey from casting to
installation.
The exhibit attracts more than 3,500 visitors
each year and encourages visitors to ‘Stop.
Stay. Spend.’
So, next time you are travelling out Port Pire
way, or know of any visitors passing by, why
not stop and say hi to ‘Shakka’ – she would
love to eat…I mean meet you!
TiCSA AUTUMN 2020 25

MEET A
TICSA
PARTNER
Credit: Australian Southern Photography
Drawing on over 30 years of experience
in photography, Emma Brasier created
Australian Southern Photography out of
a great passion and respect for the art of
photography.
Emma says the business is much more than
a photographic service.
“Our mission is to provide a space for
people to come together to explore,
experiment, learn and collaborate,” she said.
“Our workshop program provides an
opportunity to work with small groups to
develop photographic and camera skills in a
hands-on manner.
“The workshops are suitable for people
at all skills levels, including customised
workshops for children and teenagers.
“We are also in the process of developing
our program of retreats, combining South
Australia’s unique natural environment with
yoga, food and photography.”
As well as offering workshops and
retreats, Australian Southern Photography
delivers artistic collaborative projects and
exhibitions.
“Our work is showcased in our online
gallery, featuring unique images from
around South Australia, Australia and the
world,” Emma said.
“These images can be purchased for use,
or you can commission a photoshoot to get
exactly what you are after.”
“What makes photography a strange
invention is that its primary raw ingredients
are light and time.” - Irving Penn
For more information, contact Emma on
0414 409 180 or hello@asphoto.com.au.
You can also sign up to Australian Southern
Photography’s newsletters and keep up to
date with the diverse opportunities on offer,
visit www.australiansouthernphotography.
com.au.
26 TiCSA AUTUMN 2020

DISCOVER HOW ‘GOING
DIGITAL’ CAN HELP YOUR
BUSINESS REACH NEW HEIGHTS
TiCSA is offering a FREE digital advisory service to
members with fewer than 19 full-time equivalent.
What will you receive?
• One-on-one mentoring;
• Digital audit;
• Discounted registration to
program workshops; and
• Access to online resources
and articles
To be eligible you must be a member of
TiCSA and a Quality Tourism Accredited
Business or be prepared to undertake the
Accreditation program.
For more information and to register,
visit www.ticsa.com.au
TiCSA was selected with 15 industry
associations across Australia to deliver
this Digital Champions Program - ‘An
Australian Government Initiative’.
TiCSA AUTUMN 2020 27

- SA libraries, for the -
FRIENDS,
BOOKS
- and -
NOOKS.
Have you ever considered how every day life is
improved by the many services council provides?
Libraries, story time, computers, community groups
and technology training are just a few ways
council makes your every day a little better.
@LGAofSA
www.lga.sa.gov.au
28 TiCSA AUTUMN 2020