South Australian Business News

Tour tears through SA after two year turbulence

Anthony Caldwell
Thursday, January 19th 2023

If you’re noticing more lycra making its way around the streets of South Australia this week, you’re not alone. 

The full SANTOS Tour Down Under returned in all its glory last Friday after a two-year hiatus due to COVID-19 and closed international borders. 

This is an important event in the South Australian calendar. In 2020, the Santos Tour Down Under attracted 44,801 visitors from interstate and overseas, generating an economic impact of $66.4 million and creating the equivalent of 742 full-time jobs, according to the events 2020 post-event report.

Accommodation providers and hospitality venues naturally have the most to gain from the annual event, particularly surrounding the Tour Village in the CBD and street party locations. 

Jordan Tomopoulos, Economic Research and Data Analyst from Adelaide Economic Development Agency commented it is a significant event for South Australia with wide-spanning global reach and profile.”

There are significant economic benefits for our City and State observed through accommodation occupancy levels from both teams and their supporters, with evident flow-on effects for food and hospitality businesses as well as the promotion of the Adelaide CBD as a tourism location through the Tour Down Under Village”

We understand from our market research the important role that events play in activating and enticing people to visit the city.”

Areas right across Metropolitan Adelaide and Regional South Australia benefit from the Tour. 

Ed Scanion, Manager of Economic Development & Strategic Projects for the City of Unley says, the Tour Down Under is a great catalyst and driver of local economic development”.

During the event, it brings locals and visitors to the precincts and is an opportunity to showcase our regions. The value that can’t be seen is the national and international exposure provided through coverage of the race — showcasing the State and Council regions in a positive light that money just can’t buy”.

Sam Evans, Marketing Manager for Sidewood Estate in the Adelaide Hills added from a regional perspective we think the Tour Down Under is a fantastic initiative to showcase the Adelaide Hills region to a range of guests from interstate and overseas”.

It’s great to see visitors spend time exploring the region outside of the event when they come up to see us at Hahndorf”.

While many in the hospitality and accommodation industry are grinning at the return of the internationally renowned event, retailers and many other local businesses don’t immediately report spikes in trade from large spectator crowds, rather, enjoy steady increases in revenue due to increased visitation over the whole event period. 

The South Australian Tourism Commission estimates festivals and events will inject around $400m into South Australia’s economy in 2023.

Author

Anthony Caldwell

Manager, Marketing, Media, Communications
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