The Tourism Industry Council South Australia (TiCSA) is urging all parties contesting the 2026 state election to commit to stronger and sustained investment in tourism to protect $10 billion in annual economic value and support the more than 20,000 tourism businesses across the state.
TiCSA has outlined a targeted set of priorities that focus on growing demand, strengthening regional economies and building business capability.
The priorities include increased international marketing funding and new regional loan and grant programs. They also continue support for capability and workforce development and provide greater investment in events and festivals. The package further strengthens backing for Aboriginal tourism and recommends modernising regulations for tour operators and transport accreditation.
TiCSA CEO Shaun de Bruyn said the election period is a critical moment for tourism, with businesses contending with rising costs, workforce shortages and growing national competition.
He said the state’s 20,000 tourism businesses directly employ over 40,000 people; plus the many indirect jobs the sector supports in hospitality and other related industries.
“Stable investment settings, capability support and demand generation are critical to helping businesses grow, innovate and deliver outstanding visitor experiences,” Mr de Bruyn said.
Mr de Bruyn said boosting demand remains essential for the state’s long-term competitiveness.
“Increasing our international marketing budget and strengthening aviation partnerships will ensure South Australia keeps pace with global competition. It is one of the most important investments the Government can make to support regional economies and attract high yielding visitors.”
TiCSA Chair Penny Gale said the priorities focus on building a stronger and more resilient future for the visitor economy.
“Operators have been very clear about the challenges they face, from rising costs to workforce shortages. They also see enormous opportunities. Targeted programs that lift capability, grow regional tourism and support Aboriginal led experiences will help unlock that potential,” Ms Gale said.
Ms Gale added that reducing unnecessary red tape remains a key concern raised by operators across the state.
“We are also calling for a modernised regulatory environment. More efficient and user-friendly processes for tour operator licensing and vehicle accreditation will free businesses to focus on what they do best. These are practical changes that will make a meaningful difference.”
TiCSA’s priorities were shaped through extensive consultation with industry leaders, regional operators and stakeholders across a series of forums and events since mid-2025.
Mr de Bruyn said the upcoming state election provides a significant opportunity to set the foundations for continued tourism growth.
“We are committed to working with all parties to ensure tourism remains a core part of South Australia’s economic agenda. These priorities will help the state realise its potential and and sustain its momentum.”