Emirates’ decision to finally add Adelaide to its expanding global network was prompted by the strengthening of the South Australian economy on the back of the mining boom, according to the state’s tourism body.
South Australian Tourism Commission general manager Rik Morris told Travel Today that although talks with the airline had started back in 2005, the airline’s rapid expansion elsewhere in Australia had seen Adelaide pushed down its list of priorities.
“Although the airline was always very positive about what South Australia had to offer, other markets were clearly more important to them at the time,” he said.
However, the flourishing mining sector had now underscored a “clear market” for business travel to SA bolstered further by the ongoing expansion of Adelaide’s convention centre.
“There are plenty of opportunities to fill the front of the plane now,” he said.
In addition, carriers already flying into Adelaide via Asian hubs had demonstrated demand and the potential to “grow the pie” even further.
Meanwhile, Morris confirmed the tourism body continued to talk to other airlines, particularly Chinese carriers and others from Asia.
“They remain a focus given the national focus on that part of the world,” he said. “We’re doing a lot of work to prepare for more Chinese visitors to come here, so to tap into that we’ll need additional air connections.”
Expansion of services by existing carriers Cathay, Singapore Airlines and Malaysian Airlines would be welcomed, he added.
SATC has committed “significant dollars” to cooperative marketing activity with Tourism Australia and Emirates to market the destination in key international markets.
Tourism Australia managing director Andrew McEvoy predicted the new service would be especially popular with European travellers.
“The new service is unquestionably a major tourism coup for South Australia and will greatly assist with regional dispersal, which is especially relevant for European tourists who love to travel around our great country,” he said.
