South Australia sets course with new CLIA partnership

April 22, 2025 – South Australia will step-up its focus on cruise tourism through a new partnership with Cruise Lines International Association (CLIA), putting the state on show within a thriving international cruise industry.

The South Australian Tourism Commission (SATC) has joined CLIA as an Executive Partner in Australasia, bringing the state into CLIA’s wider community of cruise lines, travel agents, ports, destinations, tourism operators, and industry suppliers.

The partnership follows the South Australian Government’s creation of a Cruise Attraction Working Group last year, which aims to grow cruise tourism in the state and expand the range of ships visiting Adelaide and surrounding destinations.

CLIA Managing Director in Australasia Joel Katz said the SATC partnership would raise the state’s profile within the cruise industry and among CLIA’s 6,000-strong travel agent membership across Australia and New Zealand.

“South Australia has huge potential as a cruise destination and is home to some true gems along its vast unspoiled coasts,” Mr Katz said. “The city of Adelaide has successfully developed into a key cruise gateway in Australia’s south and our partnership with the SATC will help raise awareness of what’s on offer to cruise visitors – not only in the capital but also surrounding regions and other ports.”

South Australian Minister for Tourism Zoe Bettison said the South Australian Tourism Commission’s partnership with CLIA is another demonstration of the State’s commitment to the cruise sector.

“Cruise is a multi-million-dollar tourism sector for South Australia, helping support many local businesses in our regional towns, while inspiring visitors to return for a longer stay,” Minister Bettison said.

“Partnering with CLIA is a key outcome of our recently established Cruise Attraction Working Group, as it further raises South Australia’s profile as a leading cruise destination of choice for both industry and passengers from around the world.”

South Australian Tourism Commission CEO, Emma Terry said partnering with CLIA ensured thousands of leading cruise stakeholders are talking about South Australia.

“We are investing in our cruise industry – which injected a record $227 million for our State’s visitor economy in the 2023-24 season – as we are a destination that offers the best of the country in one place, which is exactly what cruise lines and passengers are looking for,” Ms Terry said.

“From being up close to an abundance of wildlife in their natural habitat, to tasting some of the world’s best food and drink in our renowned wine regions, to exploring Adelaide, one of the world’s most beautiful cities, we are the cruise destination for everyone.”

Cruise tourism is at record levels in South Australia. More than 160,000 passenger visit days were recorded last financial year, supporting hundreds of local jobs in destinations like Adelaide, Port Lincoln and Kangaroo Island, as well as surrounding regions.

The South Australian Cruise Attraction Working Group was announced by Minister Bettison in September and includes representatives from the SATC, Flinders Ports, Department of Infrastructure and Transport, and key industry stakeholders.

For more information visit www.southaustralia.com.