A new advertising campaign has been launched to improve visitors numbers to South Australia during Mad March season.
Mad March is an important part of Australia's tourism but there is "little awareness" of it in South Australia, said tourism minister Leon Bignell to the South Australian Tourism Commission.
The campaign to improve visitor numbers to the area will take a digital format and will target people from Sydney and Melbourne.
Mr Bignell has said that there are many activities taking place in South Australia during Mad March, which include the Adelaide Fringe, the Socceroo 2018 Fifa World Cup Qualifier, Cellar Door Wine Festival and Adelaide Writers Week, among many other events.
With such a wide range of activities, South Australia's tourism board hopes to attract a wealth of travellers, all with different interests.
Speaking on the events, Mr Bignell added: "Adelaide always has a full calendar of events, but February and March are a particularly exciting time with world-class music, comedy, arts and one of the most exciting sporting events in Australia, the Clipsal 500 Adelaide."
The Clipsal 500 Adelaide is an annual motor racing event for V8 supercars and is widely attended by discerning sports car enthusiasts.
In order to get decent support behind the new tourism campaign, the State Government for South Australia has invested $35 million (£17.3 million) to push the message "beyond our borders that South Australia is one of the best places in the world to visit".
Arts minister Jack Snelling attested to this saying that Adelaide is the perfect place to visit and that the state is "on track for another record-breaking year for the Adelaide Fringe, with ticket sales expected to hit the 600,000 mark".
The season itself has an economic impact on other areas of tourism, according to Australian Hotels Association South Australia general manager Ian Horne.
In fact, he divulged that there is a "massive flow on effect for the food and beverage industry with cafes, bars and restaurants all reaping the rewards of Mad March".
