Latest News

Back to Latest News back

 

South Australia uses cricket and a soap opera to boost Indian tourism numbers

South Australia uses cricket and a soap opera to boost Indian tourism numbers
May 15, 2017

A dramatic sunset at one of the most watched cricket matches in history and a popular Indian soap opera are luring tourists to South Australia.

New South Australian Tourism Commission (SATC) figures show a six-fold increase in Indian visitors to South Australia in the past decade and an 87% increase in expenditure.

Indian tourism to the state is riding high on the back of the 2015 ICC Cricket World Cup fixture between India and Pakistan at the historic Adelaide Oval, which was watched by a record television audience of 1.3 billion and featured a memorable sunset.

The hugely anticipated match, won by India, helped generate $80 million for the South Australian economy and attracted nearly 34,000 international visitors during the 2015 ICC World Cup.

Promotional YouTube videos and social media campaigns launched ahead of the match starring former Indian cricketer Ajay Jadeja exploring some of the state’s major attractions also contributed to the surge.

Following the success of the cricket campaign, the South Australian Government has invested $70 million to market the state domestically.

Part of this funding was used to help popular Indian soap opera Ye Hai Mohabbatein (This is Love) film 11 episodes in South Australia late last year, which also significantly increased the state’s visibility internationally.


During this time, the show’s stars Divyanka Tripathi and Karan Patel shared their pictures of visits to iconic South Australian destinations including Adelaide Oval, Barossa Valley and Kangaroo Island with their huge social media followings.

The recently released figures show a record 15,000 Indian tourists arrived in South Australia in 2015. Although this number fell to 12,000 in 2016, visitor nights increased by 82% to 721,000 while total expenditure by Indian tourists in South Australia rose from AU$15 million to $28 million.

South Australian Minister of Tourism Leon Bignell said the economic benefit had continued beyond the World Cup, commenting “the image of the orange sunset over our redeveloped Adelaide Oval during that match is now etched into South Australian sporting folklore - as well as the hearts of a billion cricket fans in India.

“The State Government is committed to ensuring our engagement with India is strong so we can build mutually beneficial relationships that will benefit our state and its economy,” he said.

“Securing the 2015 ICC Cricket World Cup provided a fantastic opportunity to internationally market South Australia as a tourist destination as well as opening up business and trade opportunities.”

Images: The sun sets during the 2015 ICC Cricket World Cup fixture between India and Pakistan at the Adelaide Oval (top) and Ye Hai Mohabbatein cast members in Adelaide (below). 

16th January 2017 - PERCEPTION OF SAFETY AND SECURITY BOOST AUSTRALIA’S INTERNATIONAL TOURISM GROWTH ‚Äč

23rd November 2016 - ADELAIDE OVAL BOWS TO PRESSURE AND CUTS F&B PRICES FOR TEST MATCH 

18th November 2016 - REPORT SHOWS TOURISM DRIVING SOUTH AUSTRALIA’S ECONOMIC GROWTH

20th September 2016 - SOUTH AUSTRALIA’S VISITOR ECONOMY WORTH $5.95 BILLION

26th May 2016 - SOUTH AUSTRALIAN TOURISM CONFERENCE SET TO ATTRACT RECORD ATTENDANCE

29th March 2016 - FOUR MILLION PASS THROUGH THE TURNSTILES AT THE REDEVELOPED ADELAIDE OVAL

7th November 2015 - ADELAIDE OVAL WINS FURTHER MULTIPLE DESIGN AND INNOVATION AWARDS 

7th August 2015 - WHY TOURISM IS SET TO REPLACE MINING AS AUSTRALIA’S BIGGEST EXPORT

20th May 2015 - ADELAIDE OVAL REDEVELOPMENT WINS FURTHER RECOGNITION 

31st March 2015 - MASSIVE CROWD NUMBERS FOR CRICKET WORLD CUP


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

MYRTHA POOLS

Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…

read more

Aquatics / Design / Play / Waterparks / Wellness

 
 

Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues

 
 

XBODY Australia Pty Ltd

PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge,…

read more

Fitness / Technology / Wellness

 
 

Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology

 
 

Humanforce

Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…

read more

Hospitality / Retail / Technology / Venues

 
 

Polin Waterparks

Polin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…

read more

Aquatics / Attractions / Play / Waterparks

 
 

Aussie Strength

We are Aussie Strength. The ultimate supplier for Commercial Gym Equipment that's built to deliver in the toughest environments. From USA-Built hardcore weight training equipment from Arsenal…

read more

Fitness / Technology / Wellness

 
 

Augmented Creative

Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…

read more

Arts / Attractions / Consultants / Design / Tourism

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business