SA rallies to #BookThemOut - the road to recovery

20 Jan 2020
SA rallies to #BookThemOut - the road to recovery

Premier Steven Marshall has today launched a new tourism campaign to help South Australian regions affected by bushfires.

To coincide with the first large cruise ship returning to Kangaroo Island since the devastating bushfires, Premier Marshall has launched the #BookThemOut campaign.

Working in partnership with industry, the tourism campaign is designed to encourage South Australians and interstate tourists to ‘book out’ the Adelaide Hills and Kangaroo Island.

Premier Marshall said the $1.1 million campaign was a major step forward for the communities affected by the devastating fires, signalling the start of a major recovery phase.

“We know the devastation of recent weeks has been felt across the state, not just on Kangaroo Island and in the Adelaide Hills,” said Premier Marshall.

“Today is about drawing a line in the sand, and saying “we are back”, and we want to tell everyone South Australia is open for business.

“The #BookThemOut campaign is all about getting behind our tourism regions and helping these local communities, businesses and families get back on their feet.

“The cruise ship sector is hugely important to Kangaroo Island’s $140 million visitor economy.

“Having the Sun Princess dock – with 2,000 passengers – is going to inject a substantial economic benefit to the community and also send a strong signal that we are on the road to recovery.

“Tourism is a major job creator in South Australia, currently employing close to 40,000 people and injects $7.8 billion into our economy.”

Princess Cruises Senior Vice President Asia Pacific Stuart Allison said the company and all of its staff recognised the significance of Kangaroo Island to South Australian tourism and their thoughts were with everyone impacted by the recent fires.

“Our passengers know and understand that it has been a traumatic time for the island, and we’ve had lots of questions from our guests about what they can do to help,” said Mr Allison.

“When it was announced that we would call into Kangaroo Island, there were cheers of support from the passengers and crew, and they are very excited to come on the island, support the businesses and be a part of helping the recovery process.”

The #BookThemOut campaign will launch across TV, press and outdoor, as well as digital and social media platforms, with a large part of the campaign driven through social, user generated content and PR.

The South Australian Tourism Commission has been working with the cruise industry, as well as Kangaroo Island businesses, inbound operators, ferry companies and airlines, the Kangaroo Island Tourism Food Wine and Beverage Association, and Tourism Australia as part of a three-phase tourism recovery strategy, which also includes the Adelaide Hills.

For the latest information regarding the status of tourist destinations open for business in the Adelaide Hills, please visit for the most up to date information.

Information about the current relief and recovery operations, including relief centre locations and opening times, grants and financial assistance, mental health resources and more, please visit or phone the Recovery Hotline on 1800 302 787 (8am – 8pm).