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Friday, November 1, 2013

Air Asia X's Adelaide arrival to boost Barossa tourism

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The newest international airline flying into South Australia, Air Asia X, has thrown down a challenge to millions of potential Asian travellers to come to the Barossa and Adelaide Hills for a unique treasure hunt.

More than 10,000 Malaysian and Chinese travellers have already booked seats on the new Kuala Lumpur to Adelaide route operated by AirAsia X, which touched down in Adelaide for the first time this morning.

Tourism Minister, Leon Bignell, says AirAsia X's low-cost flights make South Australia a more affordable and appealing destination for travellers in key markets.

"Since July, we have been promoting our key tourism experiences throughout Malaysia and other parts of Asia," Mr Bignell said.

"Now we are launching the next phase of marketing activity, an online campaign challenging Malaysians to explore South Australia through an online campaign."

Travellers will be invited to submit a 30 second video telling the world why they should be given the opportunity to come to South Australia and compete in one of six challenges.

The Barossa Treasure Hunt will test competitors driving and navigation skills in this one-of-a kind treasure hunt, seeking out some of the special treasures the Barossa and Adelaide Hills have to offer.

They will collect lavender from Lyndoch Lavender Farm, purchase their birth year wine at Seppeltsfield, pick a red rose at Lyndoch Hill Rose Garden, find 14 varieties of grapes at Jacob's Creek Visitor Centre, make their own candle in Hahndorf and buy chocolates at the Fruchoc Shop.

The other challenges include cage-diving with Great White sharks in Port Lincoln, a wildlife safari on Kangaroo Island, a busking competition in Adelaide and a contest to see who can eat the most Coffin Bay oysters in five minutes.

Mr Bignell said AirAsia X has a strong track record of increasing demand for destinations when they enter a new market.

"Low cost airlines like AirAsia X drive volume sales which result in a greater number of visitors."

This week the travel bible Lonely Planet named Adelaide in the top 10 cities in the world to visit in 2014 which is sure to generate thousands of extra visitors to South Australia."

AirAsia X is expected to generate more than $30 million in local economic activity each year and create more than 170 jobs.

"AirAsia X's arrival means there has been an 83 per cent increase in the number of seats coming directly into Adelaide on international carriers since Jay Weatherill became Premier just two years ago" Mr Bignell said.
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