ANGELIKA Zoeller makes her World Travel Market debut next week as the new UK/Ireland manager for the South Australian Tourism Commission.
Also responsible for the Scandinavian and Benelux markets, she will be representing the state on the Australian stand.
Zoeller previously worked for the Australian Tourist Commission in London and succeeds Cathy McPherson, who is now working as a consultant to the SATC.
The commission is now in its third year of a strategy to build an internationally recognised calendar of special events and Zoeller’s brief is to develop this further.
“We have to find ways of harnessing the huge Olympic-driven interest in Australia to benefit South Australia.
We’re doing this by promoting both the range of special events happening next year, plus our on-going campaign to build niche markets such as food and wine, nature-based touring and Outback adventure,” she said.
Among areas being promoted are the nature reserve of Kangaroo Island, touring through the Flinders Ranges, and the wine regions of Barossa Valley and the Murray River.
The SATC is also nearing completion of a strategy to life the profile of the state’s coastal and marine tourism opportunities.
Research showed that South Australia is not well known as a beach destination and the commission sees this as a new marketing opportunity for next year.
Zoeller added: “South Australia is a destination that appeals largely to the repeat visitor to Australia, and in particular to those who want to explore at a more leisurely pace rather than breaking their neck trying to tick off the man sights.
“We’re keen to provide compelling reasons for travellers to include South Australia in their itineraries.
“There are many attractions to consider, whether it’s to sample our food and wine, enjoy one of the widest arrays of wildlife in the country without having to travel hundreds of miles to see different species, or to time a visit to include one of the state’s special events.”
Aside from the spin-off effects of the Sydney Olympics, the SATC says next year will be one of the busiest in terms of major events within the state.
These include Australia’s biggest cycle race, the second Tour Down Under in January; the highly acclaimed Adelaide Arts Festival in March, the largest in the southern hemisphere; and the state’s International Rose Festival in October which attracts a big UK and European following.