sa tourism sam smith

Sam Smith to say g’day in SA

South Australia will welcome Multi-Platinum, GRAMMY®, BRIT, Golden Globe and Academy Award winning international artist/songwriter Sam Smith (they/them) to the state in January 2023 for an intimate, exclusive concert at the iconic d’Arenberg Cube. This will be Sam’s only Australian show during their visit to the country and will feature Sam’s extensive catalogue of hits and their latest ARIA #1 single Unholy.

The partnership between the South Australian Tourism Commission (SATC) and Sam Smith will highlight key tourism experiences in the state, focusing on food and drink, wildlife, and Aboriginal cultural tourism. Sam will share their South Australian adventures across social media, which has a significant following of over 35 million globally.

This visit will be the first time Sam has been to South Australia since 2015. Sam’s visit precedes the release of their forthcoming album Gloria (out Jan 27 – preorder here). Sam Smith has enjoyed 35 million album sales, 260 million single sales and 48 billion career streams. New single Unholy ft Kim Petras has generated over 560 million streams globally and debuted at #1 on the Australian ARIA singles chart.

Sam Smith said South Australia was a very easy choice when deciding where to visit and host their exclusive concert in Australia.

“I’m so excited to explore South Australia and check out the stunning beaches and wineries - and what a perfect time to do it in summer! The show will be very special for me as it is my first performance in Australia since 2020, so I can’t wait to welcome fans to South Australia to share in my new music and enjoy the destination with me.”

Partnering with an international artist of Sam Smith’s calibre, South Australia will showcase its tourism offerings to a global audience, broadening the state’s appeal to travellers.

South Australian Minister for Tourism, Zoe Bettison said having Sam experience South Australia is a huge coup and will put the state on the global stage.

“An international artist of Sam’s profile choosing South Australia as the backdrop to their only Australian performance will be a memorable moment for the state and a magnificent opportunity to showcase all we have on offer here, ” said Minister Bettison.

Erik De Roos, Executive Director of Marketing at SATC said highlighting South Australia’s unique tourism offering to Sam Smith’s global following is key to building new audiences and talking to potential travellers in a new and authentic way.

“There is so much to experience in South Australia, from wide open spaces and coastlines to boutique wineries and unmatched dining experiences, Sam could not have chosen a more perfect location for their fans to experience a little more of South Australia. We’re thrilled that Sam will be performing at such an iconic South Australian winery, and we cannot wait to welcome them to our beautiful state,” said Mr De Roos.

The concert at d’Arenberg Cube will take place in early January 2023. The all-inclusive event will highlight the region’s best food and wine producers, including d’Arenberg Wines, Settlers Spirits, and Pizzateca.

The invite only event will be facilitated in partnership with Sam’s long time Australian concert promoters, Frontier Touring.

Key national radio networks ARN, Nova and the Hit Network, will give the public a chance to win tickets to the exclusive performance and include return flights to Adelaide, South Australia (if residing outside of South Australia), accommodation, and bus transfers to and from the concert.

South Australia’s official social media channels will be a central hub for exclusive behind the scenes content of Sam’s time in South Australia. (TikTok, Instagram, Twitter, Facebook, and YouTube: @southaustralia).

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South Australia defends tourism strategy after Sam Smith concert backlash

The SA government has defended its recent use of celebrities and influencers to promote the state following the recent backlash of last week’s Sam Smith concert.

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The South Australian government has defended its tourism strategy following backlash of its recent use of celebrities and influencers to promote the state.

On Friday, Tourism Minister Zoe Bettison said a review would be held after questions were raised over how much was spent on celebrity appearances, ABC reported.

“We’re going to review that and then look at other ways that we could have communicated, but this is the new way of marketing,” she said.

“We’ve got to be different, we’ve got to be innovative.

“One of the key things we look for is a diversity of ways of engaging people. So certainly our events calendar has got a lot of attention, and that’s a key thing.”

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The move comes after UK singer Sam Smith performed an exclusive gig at the d’Arenberg Cube in McLaren Vale last week.

The 300-person show was attended by influencers, TV personalities and famous names from across the country.

The event, which was in partnership with the SA Tourism Commission, drew criticism when it was revealed the event was funded by taxpayers.

While the government did not reveal how much the pop star was paid for the concert, the opposition claimed the state could have been between $1 million and $1.5 million based on Smith’s usual fees.

However, Premier Peter Malinauskas said the SA Tourism Commission spent “less than half” a million dollars.

“As far as I can go, without compromising the confidentiality arrangements that are in place, which are standard operating procedures… it’s not even of half the amount that was being proffered around by the opposition,” he said on Wednesday.

The state also did not disclose the amount Zara Tindall, the granddaughter of Queen Elizabeth, and her husband Mike were paid for their appearance at the Adelaide 500.

According to The Advertiser , the figure remains secret due to commercial-in-confidence arrangements.

Mr Malinauskas defended payments to lure celebrities to the state.

More Coverage

The Premier said the strategy was crucial to boosting South Australia’s profile to overseas markets in line with today’s practices.

“Once upon a time governments would pay celebrities like Paul Hogan to throw another shrimp on the barbie for a television advertising campaign,” he said.

“Now, the world goes towards spending money on social media amongst those people who have the greatest sway.”

Footage from an Aussie band’s US tour shows the moment the lead singer dived into the crowd, leading to a fan’s “catastrophic spinal injury”.

The American singer has slammed the ‘crazy’ behaviour of some Aussie fans at her Melbourne concert.

She’s one of the most famous people on the planet – but you’d never guess it was her from these latest pictures.

Sam Smith Is Performing An Exclusive 300-Person Show At D’Arenberg Cube In McLaren Vale

The outdoor gig will be Sam's only Australian show during their visit Down Under.

Everybody stay calm – Multi-Platinum, GRAMMY, BRIT, Golden Globe and Academy Award-winning British singer-songwriter, Sam Smith is coming to South Australia (SA) in January 2023 to perform an intimate 300-person concert at McLaren Vale’s iconic d’Arenberg Cube.

The outdoor gig will be Sam’s only Australian show during their visit Down Under and it’s set to kick off the release of their fourth studio album, Gloria – but they’ll be belting out a full range of their hits from over the years. Check out Sam’s announcement below.

View this post on Instagram

Sam Smith has told the media that they’re “excited to explore SA” in the summer, being their first visit to SA since 2015. And with a myriad of new openings as of late in McLaren Vale alone, our peaceful state is sure to deliver the goods.

Recent new openings in McLaren Vale include: d’Arenberg Cube’s Singapore Circus , Frankie Italo Dining & Disco Lounge , and Vale Taphouse – to name a few.

But it ain’t as easy as just grabbing yourself a ticket online. To witness the intimate 300-person show, tickets are only available through national radio competitions on the HIT, Nova and Mix networks, which will begin on Monday 14 November, and on the @SouthAustralia Instagram account in coming weeks.

The collaboration comes from the SA Tourism Commission who have cleverly taken marketing matters of the state into their own hands, promoting South Australia via Smith’s social media following, reaching 35 million people globally. Genius.

Just when you thought the La Nina weather pattern had ruined summer, Sam Smith is descending upon us to brighten the day.

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Sam Smith announces intimate one-off gig in South Australia

They’ll perform outside the iconic d’Arenberg Cube in McLaren Vale, 40 minutes north of Adelaide

Sam Smith has announced a one-off show in South Australia, where they’ll deliver an intimate set outside the iconic d’Arenberg Cube in McLaren Vale, 40 minutes north of Adelaide.

• READ MORE: Sam Smith – ‘Love Goes’ review: pop balladeer leans even further into heartbreak than before

Slated to go down sometime in January (the exact date is unconfirmed as of yet), the show will be held outdoors in the titular d’Arenberg winery. It’ll see Smith perform to a private crowd of only 300 punters, with tickets only accessible through a competition hosted by the South Australian Tourism Commission (SATC).

Winners will be selected at random; they’ll receive two tickets to the gig, as well as flights to Adelaide from anywhere in the country (if they’re not already based there) and accomodation at a minimum-four-star hotel. The competition is open now, and will end a minute a before midnight on Sunday December 11 – you can enter it here .

The show was announced by the SATC on Instagram, with a video showing them sending Smith a series of tongue-in-cheek DMs that referenced several of their songs. They appeared to reply with a video message, in which they said: “Hey South Australia, this is Sam Smith here – how stunning that you slid into my DMs!

“I’m so happy to be performing, once again, in South Australia. I haven’t been there in so long, so I’m so excited to be there with you and experience everything there is to experience there. I’ll see you there!”

View this post on Instagram A post shared by South Australia (@southaustralia)

The show will come as part of a promotional tour that Smith is due to embark on in January, and at the time of writing, it’s the only performance they have locked in for the trip. It’ll be their first time Down Under in nearly three years; they last visited to perform an exclusive set at Sydney’s Mardi Gras in 2020, while their last proper tour took place in November of 2018.

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Smith is currently gearing up to release their fourth album, ‘Gloria’ . As announced earlier this month , it’s primed to arrive on January 27, and will feature the singles ‘Love Me More’ and ‘Unholy’ , the latter of which is a joint effort with Kim Petras . In addition, the album will sport collaborations with Jessie Reyez , Koffee and Ed Sheeran .

Since its release in September, ‘Unholy’ has gone on to become rather monumental. It topped the Billboard Hot 100 at the end of October, making Smith the first openly non-binary artist – and Petras the first openly transgender artist – to achieve a Number One single in the US.

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Visit St.Petersburg

Dear Ladies and Gentlemen, travelers and guests of Russia, my friends and friends of my friends!

I’m happy to represent myself and my best friends – professional guides in Saint-Petersburg and surroundings!

I’m Svetlana Ulyanova, a professional English-speaking licensed guide in Saint-Petersburg, Russia!

My friends and me is the team of people who have enormous love for the city and speak different languages! All of us are licensed and have all the necessary permissions!

Russian day of Love

Today is Saint-Valentine’s day. Now we started to celebrate it for fun, the restaurants are busy on this day, but is it just for fun but it is not Russian but a catholic tradition to celebrate this day. We also make special Day of Love city tours (me too). Russian day of Love takes place on the on the 8 th of July, the memory day of Saint Prince Peter and his wife Fevronia , they are patrons Saint of family and marriage according to Russian orthodox tradition and called the day of Family, Love and Fidelity . And you can see the difference it is not just love but Family and Fidelity.The symbol is not the heart but the flower of chamomile .

The love and life story of Peter and Fevronia inspires me. This is a strange story and as soon as the people are Saint it is difficult to comment. Please, judge for yourself.

Useful, strange, exiting and important facts about Saint-Petersburg

Saint-Petersburg is a really strange and interesting city!

It was artificially founded by our tsar Peter the 1 st in the year 1703, against the nature and notwithstanding the regular floods on the swamp as everybody knows. At the same time we know that there already were some villages and fortress where especially strong and crazy people lived.

More Articles ...

• Names and Nicknames of Saint-Petersburg

Page 1 of 2

Districts [ edit ]

Understand [ edit ]

History [ edit ].

Saint Petersburg was built by Peter the Great in 1703 on the Neva river, on the land he had just conquered from the Swedish Empire , outside the area then populated by the Russian people. Pre-planned rather than spontaneous almost from the very beginning, the city, called by Peter "my window on Europe", was designed to look European rather than Russian, and many European architects were invited to work here. As the capital of the Russian Empire from the early 18th century to the early 20th century, the city grew steadily, saw many crucial events of the Russian history, and was a major cultural center. Many world-famous artists, scientists, writers and composers, such as Mendeleev, Dostoevsky and Tchaikovsky, lived and worked here.

In 1917 the Russian Revolution started. The significance of Saint Petersburg has declined somewhat after the transfer of the Russian capital to Moscow in 1918, but this allowed its cityscape to remain largely intact to this day. During World War II , the city was besieged by the Wehrmacht for 872 days, resulting in more than a million of civilian losses, mainly from starvation.

The city has undergone several name changes since its founding. Due to the German origins of the name "Saint Petersburg", its name was changed to the more Russian-sounding "Petrograd" in 1914 in the wake of World War I . Subsequently, its name was changed to "Leningrad" in honour of the founding leader of the Soviet Union, Vladimir Ilyich Lenin. It was only in 1991, after the breakup of the Soviet Union that the original name was restored, though the surrounding area remains known as Leningrad Oblast.

Saint Petersburg has almost always been, or at least tried to be a city with strong foreign connections, and this is where its authenticity lies. Don't expect it to be overly indigenous. Matryoshkas and other such souvenirs popular among foreigners have very little to do with its authentic life.

Talk [ edit ]

The language spoken in Saint Petersburg is Russian, as in most parts of Russia. English is usually taught in schools and universities, so younger people are supposed to understand it to some extent, but the chance of finding anybody who is fluent in English on the streets is, though better than elsewhere in Russia including Moscow, still not that great. Average people will probably be able to point out a direction, but don't expect much more. The signs and labels in most places, especially off the beaten path, are still in Russian only, with a notable exceptions of metro (subway) and street signs in the city centre. It may be a good idea to get familiar with the Russian Cyrillic alphabet before the travel, as this is easy and lets you recognize street names and so on.

There is a local weekly English-language newspaper, The St. Petersburg Times [dead link] .

Get in [ edit ]

Russian visa requirements are complex but are not hard to manage with some online research. See the Get In section of the article on Russia for information. A visa is not required for a trip of less than 72 hours if you arrive in St. Petersburg by ferry or by cruise liner and you have a pre-arranged program of excursions by an approved local company.

Starting October 1, 2019 tourists from a number of countries can visit St.Petersburg and the surrounding regions by e-visa, obtained free of charge from the Russian Government website . This site lists the particular border crossings where this class of visa is accepted. This visa has been suspended due to Covid-19 restrictions.

By train [ edit ]

Tickets can be bought at the train stations or online . Long distance train tickets are generally more expensive if bought close to the date of travel. See Russia#By train 2 for more details on travelling in Russia by train.

There are five principal train stations in Saint Petersburg:

From Finland [ edit ]

Karelian Trains, a joint venture of the state railway companies VR (Finland) and RZD (Russia), operates highspeed Allegro trains running at up to 220 km/h between Helsinki and Saint Petersburg (travel time 3½ hours, 4 departures in each direction per day, €59-79 for 2nd class). Tickets originating in Finland can be purchased from the VR Group [dead link] website, via some travel agencies, and at major VR train stations in Finland. Border crossing formalities are completed on board the train immediately after departure from Helsinki. The trains are almost always on time and there are no delays in crossing the border. On-board currency exchange is available. On 26 March 2022 the Allegros will stop because of the Russian war on Ukraine.

By bus [ edit ]

International buses and buses to major cities in Russia all leave from the 59.9132 30.35747 7 main bus station (Avtovokzal) , near the Obvodny Kanal metro station. Some may make additional stops elsewhere in the city; see below. Buses are the preferred method of travel to/from Estonia and Latvia , but generally do not make sense for travel to Finland or within Russia.

The process of crossing the border by bus takes much longer than when travelling by train or air. Border agents only speak Russian and are sometimes not aware of visa requirements, which leads to delays.

The train is much more preferred method of travel than the bus within Russia. Domestic bus schedules can be accessed on AviaBus [dead link] .

• Lux Express operates service to/from Helsinki (€15-20, 7 hours, 3 per day). This is the cheapest way to travel to Helsinki, although it takes twice as long as the train.
• Matkahuolto provides information on traveling by bus to/from Finland. There are direct buses between Saint Petersburg and Helsinki (7-8 hours, 4 per day, €35) and Lappeenranta (6 hours, 3 per day, €31), with further connections to other cities in Finland.
• Sovavto [dead link] operates daily buses between Saint Petersburg and Turku (10 hours, €53), with stops at several cities including Helsinki (7½ hours, €35).

From the Baltics and other cities in Europe [ edit ]

By boat [ edit ].

If you join a cruise tour of St. Petersburg, then you don't need a Russian visa but you have to stay with the tour. See Russia#Visa free entry by ship .

• St. Peter Line [dead link] operates visa-free cruises to St. Petersburg from Helsinki , Tallinn , and Stockholm .
• RechFlot and Stolichnaya Sudokhodnaya Kompania (SSK) operate river cruises on the inland waterway "Volga-Baltic" which links Moscow , the River Volga, and Lakes Onega, Ladoga and Neva.

Get around [ edit ]

Bridge draw schedule [ edit ].

Except during the winter, the 9 low bridges in St. Petersburg are drawn during the night to allow for the passage of boat traffic. Therefore, if you don't make it to the side of the river where you are staying before the bridges are drawn and there are no high bridges to cross, you will be stuck until the bridges are lowered. There are "breaks" when some the bridges are lowered in the middle of the night for approximately 30 minutes to briefly allow everyone to get home. The bridge schedule is particularly noteworthy for those staying on Vasilyevsky Island, which is unreachable at certain times of the night. Seeing the bridges drawn in the middle of the night is a must for all visitors to the city!

The Bolshoy Obukhovskiy Most, 14 km south of the Alexander Nevsky Bridge (Most Aleksandra Nevskogo), is never drawn, allowing for 24-hour crossing of the Neva River. However, the bridge is out of the way and will increase the cost of your taxi or Uber.

The official bridge draw schedule is published online .

The following are the times when the bridges are drawn and will not be able to be crossed:

By taxi [ edit ]

Taxis are always available but are much more expensive at night. Every private vehicle is a potential taxi. Flagging down a vehicle and paying for a ride somewhere is perfectly normal in Russia and quite popular although ill-advised for tourists. Safety is, of course, an issue. As a rule, you should never get in a private cab if it already has passengers inside.

Refuse requests from the driver to take on more fares unless you reached your destination; if he insists, ask to stop at a safe-looking place, pay and leave. If the driver stops for gas, step out of the car, take your belongings, and get some fresh air while he is fuelling it. Those travelling alone (men and women) should wave off any suspicious ride for any reason whatsoever. Gypsy cabs which linger near popular bars and restaurants at night have been known to be especially dangerous, with several instances of druggings and robberies.

Drivers do not usually speak English. Watch out for overpriced taxis outside Hermitage museum. They have meters that run at 4 times the rate of regular taxis. Negotiate a flat fare before getting on the taxi. If the driver insists on using the meter you should walk away.

By ridehail [ edit ]

Uber is a safer and cheaper method of transport than taxis. In Russia it works under the franchise of Yandex.Taxi , the subsidiary of Yandex - the local Internet giant, so you will need to download the corresponding app. Drivers usually don't speak English, but communicating with the driver is not necessary since the fares and destinations are all handled through the app. Other alternative for ridehail is Bolt [dead link] .

By bicycle [ edit ]

While the terrain in Saint Petersburg is flat, the city is not bicycle-friendly due to limited bike lanes, bad weather, and dangerous car traffic. However, you are allowed to take a bicycle onto the elektrichka trains upon payment of a small fee and go to a less crowded suburb to enjoy a ride.

See [ edit ]

Saint Petersburg is simply put one of the greatest sightseeing cities on earth. No visit can do it justice—you'll have to move here to really be able to see all the sights. Really, budgeting a month of full-time tourism would not be unrealistic. And that's after all dramatic events of the 20th century that took place here! Perhaps only Rome , Paris and London can compare in sheer volume of beautiful, grand things to see.

As the center of the Russian world for 200 years of the Romanov Dynasty, the city reaped the rewards of Peter the Great's impossibly grandiose and tyrannical vision, and the Empire's extreme inequality. The wealth of the wealthy in Imperial Russia was almost unfathomably extreme, and led to the extreme opulence of the palaces and ecclesiastical buildings throughout the city center, as well as the suburban palaces at Peterhof , Gatchina , Strelna , Pushkin , and Pavlovsk . The greatest concentration of sights is found within the huge area of the center inside the Obvodny Canal , along the south embankment of Vasilievsky Island , and in the southern half of Petrogradsky Island .

Highlights [ edit ]

So, OK, you don't have months to explore the city—what are the highlights? It's a difficult question to answer. The most obvious destination is the Winter Palace on Palace Square (right by the Admiralty and the Bronze Horseman ), which houses the Hermitage Museum, and which was the winter residence of the Romanov Tsars and essentially the center of the Russian Imperial government. The Hermitage Museum is easily one of the top five art museums in the world, but even if you don't care about art, wandering around the enormous palace itself is extremely rewarding. The nineteenth century, whimsical Church on the Spilled Blood nearby is another internationally recognized icon of the city, with a spectacular setting on the Griboedov Canal near the Mikhailovsky Garden, and filled—literally filled—with beautiful mosaics.

Speakings of canals, strolling the palace-lined banks of the Moika, the Fontanka, and the Griboedov Canal in the historic center is a must. During the summer months, you can also enjoy this magnificent architecture from the boat by joining any of the popular (albeit expensive) "channel tours," or opt for a budget boat trip along the Neva river on a so-called riverbus , which is a tiny boat zooming along the river on several routes that are integrated into the system of public transport.

In the same neighborhood, walk down Nevsky Prospekt, which serves as Saint Petersburg's main grand avenue for shops (especially the historic mall of Gostiny Dvor ), theaters, and another realm of palaces and cathedrals, most notably the massive Kazan Cathedral . The Kazan Cathedral is functioning, so its easier to visit than the other big cathedrals (no lines, entrance fees, etc.). In the same neighborhood, but off Nevsky, are the Square of the Arts , where you'll find the Russian Museum —an absolute can't-miss for art lovers. The Mariinsky Theater is one of the world's most beautiful performance venues, and you should check it out even if you can't see an opera or ballet performance. Mammoth Saint Isaac's Cathedral [dead link] , with its impressive balcony views, is another obvious sightseeing destination.

Across the Neva River are more can't-miss sights. The Peter and Paul Fortress on the Petrograd Side is easily one of the city's top three attractions. Aside from its sheer beauty, visit it for its immense history as the final resting place of the Romanov Tsars, as well as its role as a notorious prison for the most high-profile political prisoners under their rule. On Vasilievsky Island , you must at least take a taxi over to the Strelka for the views by the Rostral Columns, across the street from the Old Stock Exchange, home to the Naval Museum , surely one of the best of this kind on the planet. Then take another ride along University Embankment before heading back across the river. Better yet, stop along the way at the weird and wonderful Kunstkamera museum of ethnology, home to Peter the Great's bizarre collection of oddities.

Complicating the desire to see the city's highlights in a short period of time are the magnificent suburban palaces at Peterhof , Pushkin , Lomonosov , Strelna , and Pavlovsk . Any tourists who visit Saint Petersburg and don't see neither the Tsarskoye Selo palaces at Pushkin, nor the Bolshoi Palace at Peterhof, really should be a bit ashamed of themselves. It's like going to Paris and skipping Versailles. Of the three, the Pavlovsk Palace would be the least unforgivable to miss, but if you have the time—go.

Exploring more [ edit ]

More time? The center has a world of more sights. Mars Field with the Memorial to the Revolutionary Fighters and the Eternal Flame, the Circus, wonderfully baroque Smolny Cathedral, Peter the Great's Cabin, the rolling parkland of the Tauride Palace and Gardens, Alexander Nevsky Monastery, the Yusupov Palace where Rasputin was killed (if you get the chance to see a performance in the theater inside, jump on it), the neoclassical bust-filled Summer Gardens, Mikhailovsky Castle, the Marble Palace, the small but powerfully heartrending Museum of the Defense and Blockade of Leningrad. Literary buffs should seek out Dostoevsky's local haunts, including the famous "Murder Walk" from Crime and Punishment , which will take you right from Raskolnikov's apartment to the door of the very apartment where the grisly deed was done.

Head back across the river to the Petrograd Side , past the Peter and Paul Fortress, you'll find the Saint Petersburg Mosque, the really impressive Military Museum, the museum-ship of the Cruiser Aurora, the ever... interesting Museum of Political History, and the Botanical Gardens. On Vasilievsky , the whole Neva embankment is filled with great museums and grand buildings. Especially great places to visit (aside from the aforementioned Naval Museum and Kunstkamera) include the Menshikov Palace (run by the Hermitage), the Twelve Collegia, and the Mining Museum. And don't forget to hunt down the some 3,300 year-old sphinx statues from the Theban Necropolis!

Further afield [ edit ]

Few tourists make it out of the city center, south of the Obvodny Canal and north of Petrogradsky Island, but there are still huge amounts of things to see in the north and south of the city—especially in the south. Southern Saint Petersburg is home to the Narva Triumphal Arch and its sister monument—the Moscow Triumphal Gate, the huge Monument to the Heroic Defenders of Leningrad (which honestly should be one of the main attractions in this city, if not for its distance from the center), Moscow Victory Park, and one of the best examples of Stalinist architecture (more interesting than you'd think) at the House of the Soviets, fronted by a very large Lenin statue. The most wonderful sight in southern Saint Petersburg, though, may be the whimsical, candy cane-colored Chesme Church.

The eastern part of the city (colloquially known as the Right bank ) is renowned for its nineteenth century industrial architecture in the districts of Okhta and Porokhovye (former gunpowder factories).

Northern Saint Petersburg is a bit less notable, but adventurous travelers can find some things of interest, especially in the old industrial district around the Finliandskii Station, at the Forestry Academy and Piskaryovskoye Memorial Cemetery for the fallen in the Siege of Leningrad.

The naval fortress of Kronstadt at Kotlin island, nowadays accessible by road across the dam, is a very significant site for fans of the history of military architecture, and makes for enjoyable day trips by boat.

Do [ edit ]

Events [ edit ].

Other Theatres [ edit ]

Circus [ edit ], concerts [ edit ].

The music scene in St. Petersburg is diverse, with several classical, jazz, and pop concerts to choose from each week. Tickets are available at the same Teatralnaya Kassa locations as ballet and opera tickets, although tickets to pop concerts - especially US and European stars on tour - sometimes use exclusive distributors. For pop and rock concerts, unless you buy tickets for the dance floor (tanzpol), you are expected to sit quietly in your seat as if you were at a ballet - ushers are vigilant about keeping the audience from standing up, dancing, or cheering (polite applause is allowed, but that's about all).

Several of the ballet and opera theaters above also offer orchestral and recital performances, so those are not repeated below. Also, don't forget the many small clubs where up and coming bands play.

Film [ edit ]

Most cinemas in St. Petersburg show Hollywood films dubbed in Russian. Art cinemas like Dom Kino often show independent American or British movies subtitled in Russian. DVDs of American/European films are also often dubbed. There have been crackdowns on sellers of bootleg DVDs, so it may be difficult or expensive to find DVDs in English these days. There are several DVD stores in the city - often near Metro stations - and it is worth asking about films in English.

Annual Message to Man international documentary, short, and animated films festival takes place in June or July, screening many films in English.

Sport [ edit ]

Watch football: FC Zenit Saint Petersburg play in the Russian Premier League, the top tier of Russian football. Their home ground is Krestovsky Stadium, on Krestovsky island 10 km north of city centre. Take Metro M3 (Green Line) west towards Begovaya and get off at Novokrestovskaya. The stadium will host matches at the upcoming Euro 2020 tournament.

Private language schools [ edit ]

• CREF - Centre of Russian, English & French Studies .  
• EducaCentre , 2 locations: Komendantskaya square #1, Atmosphere Shopping Mall, 6th floor and 12th line of Vasilievskiy Island , ☏ +7 812 676 0075 , [email protected] . (20) 45-minute group lessons per week: €180, (30) 45-minute group lessons per week: €225; €60 administrative fee .  
• EDUCA Russian Language School , 3 Bolshaya Morskaya ( Metro: Gostiny Dvor ), ☏ +7 812 954 7320 , [email protected] . Not to be confused with the similarly-named school listed above. Central location, although teachers are younger and less experienced. (20) 45-minute group lessons per week: €195, (30) 45-minute group lessons per week: €240; €65 enrollment fee .  
• Liden & Denz , Italyanskaya ulitsa #17 . Highly rated, although pricier than other schools. (20) 50-minute group lessons per week: €280, 2-week minimum .  
• ProBa Language Centre , Zagorodnyi prospekt #17 ( Metro: Vladimirskaya or Dostoyevskaya ), ☏ + 7 812 9061308 , [email protected] . Facilities are very basic. 2 week minimum. Group classes: €450 for 2 weeks .  

Buy [ edit ]

There are plenty of ATMs and legit currency exchange booths. Do not exchange money on the street: the rate won't be any better, and you run a high risk of encountering any of numerous scams .

Small cornerstores are not necessarily more expensive than larger stores.

Churches often have small souvenir/religious shops with a large variety of items.

The famous place to shop is of course on Nevsky Prospekt in the Center . The streetfront shops there, Passazh, and the historic mall at Gostiny Dvor skew upscale, but there are street markets just off Nevsky, most notably Apraksin Dvor (south on Sadovaya from Gostiny Dvor) where you can get anything on the cheap (especially cheap if you speak Russian).

Luxury shopping with world-class brands is available in two places in St. Petersburg: DLT luxury multi-brand store and Staronevsky fashion district . Due to the difference in exchange rates, prices for some positions may be better than in Milan . The staff at the luxury stores speak English (always) and Chinese (often)

Sleep [ edit ]

The best area for a tourist to stay in is generally considered to be near the Nevsky Prospekt Metro. You'll be able to walk to most of the main attractions, and there are tons of restaurants, shops, cafes, clubs, etc. right on Nevsky. Staying off Nevsky along one of the beautiful canals, though, would also be a fabulous idea.

Connect [ edit ]

For information on using telephones and buying SIM cards in Russia, see Russia#Connect .

The emergency service number is 112.

WiFi [ edit ]

Free WiFi is available in most hotels, cafes, restaurants, bars, and shopping centers.

Stay safe [ edit ]

Corruption [ edit ].

Policemen & bureaucrats. For any Western traveller disturbing the system, permission to visit the country can be refused at the border. The average street policeman usually cannot speak any foreign language, but if you look like a tourist, you could be a target for money income source. Don't panic! Always ask for a receipt and the names of the officers.

Crime [ edit ]

Saint Petersburg has a somewhat undeserved reputation for being a dangerous city. Things have calmed down since the Wild West (or Wild East) days immediately after the collapse of the Soviet Union, but some common sense is still required.

Guards at metro stations require random passengers to show carry items and inspect their backpacks. If you prefer to avoid this, ride by bus or taxi.

Take care of money, documents, cameras, mobile phones, and anything of value because of pickpocketing . Especially watch out on the Metro during busy times, as people start pushing at the train doors, and pickpockets are frequent, particularly (but not only) at Gostinyy Dvor Metro Station . When riding the Metro, keep in mind that robbery can be a real threat; you should constantly watch what is going on around you and who is standing very close to you. Nevsky Prospekt and nearby markets are also pickpocket hangouts.

Theft of photo equipment is really a big problem in Saint Petersburg. Photo bags probably won't save your camera—it can be opened in less than 5 seconds; the straps can be slashed with a knife even more quickly. Cameras should be kept in bags slung across the body at all times, with your hands keeping a firm grip on them, and no watches or jewelry should be visible at all. Quite obviously, do not show in public that you have a lot of money. Robberies are not uncommon, and many foreigners have been threatened at gun and knife point. However, foreigners are not targeted specifically, and robbers will attack both foreigners and natives that carelessly reveal their wealth.

By night [ edit ]

As with most other major cities, avoid traveling alone at night, and do not get into altercations with drunks. If traveling at night, it is recommended to stay on the main sidewalks and avoid any dark alleys or yards.

Downtown and western parts of the city are safest. Suburbs like Kupchino , Veteranov and Ligovo are struggling with criminality and poverty.

As a general rule, the farther you are from the city center, the more dangerous it is.

Gangs are a problem, although mafia gang wars are unlikely to affect tourists. Some gangs, however, such as neo-Nazis or angry hooligans, are out looking for problems and commit crimes that can affect tourists. Hatred toward people with darker complexions is not uncommon, and neo-Nazism is a concern. St. Petersburg, and Russia in general, can be regarded as a seriously dangerous destination for tourists of darker complexions so travelling in groups is highly advised.

Saint Petersburg's football club, Zenit Saint Petersburg , is one of the biggest clubs in the country, and has its own band of hooligans. If you decide to visit the football stadium to watch the club play, you should buy tickets to center sectors. If you do not do this and a fight starts, you are likely to get dragged into it by either the hooligans or the police, since both will think you are part of the brawl.

Take special care on Nevsky Prospekt , particularly the area with the city tour buses, a favorite spot of pickpockets and particularly of those after photo equipment. On the bright side, "Nevsky Prospekt" sees little mugging.

Russian driving is wild . Drivers attack their art with an equal blend of aggressiveness and incompetence. Guidelines are lax and rarely followed. As a pedestrian, take care when crossing the roads, since it might be difficult for drivers to notice you. If you are thinking of driving yourself, bear in mind that the local traffic police are corrupt, but this issue has improved drastically. Pedestrian crossings with a traffic light are quite safe to use, most car drivers will stop.

Bar fights do occur. In the center of the city and around Nevsky Prospekt , they are rare. However, in the suburbs and local cheaper pubs, fights occur almost daily. If you are staying with locals living in these areas, it might be a good idea to avoid these bars. Police are unlikely to show up as they consider fights as small, unimportant, regular and a waste of time, and they will probably laugh at you for calling.

Tourist traps [ edit ]

Gypsy cabs are ubiquitous and a little risky; never take one lingering near bars/clubs where expatriates and tourists congregate.

Saint Petersburg has a relatively big problem with street children who make their living out of stealing. They can be a hassle and can beg you aggressively. Act like any other Russian would: say no, then just ignore them and go away. If they start touching you, be very firm in pushing them away.

Gay travelers must practice extreme caution while staying in Saint Petersburg, as attacks often occur. Many Russian people look upon public demonstrations of homosexuality with undisguised contempt. It is advised to not openly display one's sexuality.

Natural hazards [ edit ]

Another subtle danger that can affect your trip is the inevitable effect of winter weather. Poor harvesting of snow and ice is a big problem in the city. Caution is advised in snowy winters because of falling ice from roofs, and pedestrians should pay special attention to ice on the streets. Snow on marble is very, very slippery—take small steps and watch your feet!

St. Petersburg regularly experienced floods during its history, sometimes catastrophic. However, the construction of the preventive dam has been completed, and catastrophic floods are unlikely to happen again.

Overall, be warned that if you are used to living in the US and/or Western Europe, Saint Petersburg, as well as the rest of Eastern Europe, will seem different, and, at times, a bit intimidating. On the other hand, Russian people are usually friendly, welcoming and interested towards foreigners, and nothing should happen to you unless you put yourself in harm's way. If you don't care about them they don't care about you, and nothing should get in your way of having a great holiday.

Cope [ edit ]

Saint Petersburg is plagued by a number of mosquitoes during the summer, especially in June, as the swampy surroundings of the city give the mosquitoes excellent living conditions. In budget accommodation with few countermeasures against the mosquitoes, this can be a problem at night, putting your well deserved sleep at risk. Less of an issue in the city center, mosquitoes can be much more numerous on the outskirts. They are not dangerous, though, just a nuisance.

Consulates [ edit ]

Visa centers [ edit ], go next [ edit ].

Overnight trips [ edit ]

If you leave Russia and plan to return, make sure you have a multiple entry visa.

• Novgorod — Ancient town with churches and museums, 180 km from St. Petersburg, can be accessed by high-speed trains.
• Narva , Estonia — 160 km southwest of Saint Petersburg on the Narva river, which serves as the border between Russia and Estonia. Twin castles (Russian, established Grand Duke Ivan III, and Danish/Swedish).
• Vologda — this city is considered the heart of Russian North, a popular local travel destination. Reachable by overnight train, from there you can go to Moscow or further north to Arkhangelsk .
• Petrozavodsk and the rest of Karelia — popular Russian travel destination for its beautiful nature and access to White Sea islands. Reachable by overnight or high-speed train.
• Moscow — the Russian capital is reachable by overnight train or in the daytime by the high-speed Sapsan train (about 4 hr) or by plane. As much to see as in St. Petersburg, so plan on several days here.

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13 Things To Do In Saint Petersburg | Russia’s Most Beautiful City

By Author Christian L.

Posted on Published: January 17, 2021  - Last updated: September 11, 2021

Categories Europe , Destinations , Russia

Once known as Leningrad and before that Petrograd, Saint Petersburg, Russia, is the country’s second-largest city. Set next to the Neva River, close to the Baltic Sea, this city is home to over 5 million people.

It’s the world’s northernmost city, founded by Peter the Great and named after Saint Peter the apostle. Once home to the Tsars of Russia, it is today known as the country’s cultural capital.

With iconic sights such as Hermitage Museum, Nevsky Prospect, Peterhof Palace, and so much more, it has a fascinating heritage ripe for exploration. Without further ado, let’s dive into the 13 best things to do in St. Petersburg. 

Top Things to do in St. Petersburg, Russia

St. Petersburg, Europe, has grown into one of the top tourist destinations on the continent. Although it might get very cold in winter, there are still plenty of things to do – and the summers are absolutely perfect! Saint Petersburg is one of the prettiest cities in all of Europe .

Keep reading for some of my favorite choices. 

1. Visit The World Famous Hermitage Museum

One of the city’s most popular attractions (with over 3 million items in its esteemed collection), State Hermitage Museum showcases everything from fine art to ancient artifacts. 

Even if you don’t plan on entering inside, the exterior is an architectural gem in itself. The columns are all in white with green/gold facades that can be viewed from the river or Palace Square.

If you’re visiting St. Petersburg, Russia, your trip would not be complete without stopping past this world-famous landmark. It’s also a great activity to do no matter what time of year you are visiting – and a perfect way to escape those cold Russian winter days. 

There are six buildings in the museum complex in total. Five of which – Winter Palace, Small Hermitage, Old Hermitage, New Hermitage, and Hermitage Theatre – can be accessed by the public.

Within, you’ll be treated to Egyptian collections, artifacts dating from ancient Mesopotamia, and classical Greek jewelry, pottery, and sculptures. This is any historical culture lover’s dream. 

Keep exploring, and you will find collections of prehistoric relics from the Palaeolithic era to the Iron Ages, European fine arts, Impressionist works, Catherine the Great’s personal collections, and so much more.

In fact, you’ll need an entire day or possibly longer to explore this incredible museum complex. If you only have limited time in St. Petersburg, be sure to add this museum to your itinerary! There are also guided tours available if you want a more educational experience. 

Did you know? The Hermitage Museum is the world’s second-largest art museum.

2. Take in a Performance at Mariinsky Theatre

The Neoclassical Mariinsky Theatre is home to Russia’s revered opera and ballet companies.

The theatre – named after the wife of Tsar Alexandra II, Empress Maria Alexandrovna – has been here since 1860 when it was known as the Kirov Theatre.

This magnificent building, since it opened, has hosted stage performances and premieres from Tchaikovsky and Mussorgsky and famous ballets such as Sleeping Beauty, Swan Lake and The Nutcracker. 

Today, in addition to hosting live performances, the theatre has its own record label, which focuses on releasing music by Russian composers Stravinsky, Tchaikovsky, and Rachmaninov.

If you enjoy the arts and are going to be in St. Petersburg for several days, book tickets to see a world-class performance – you won’t be disappointed.

3. See Jewelled Eggs at the Faberge Museum

The House of Faberge was founded in St. Petersburg in 1842 by Gustav Faberge. Originally a jeweler, he became famous for designing jewel-encrusted eggs for the Tsars of Russia and is arguably the most famous goldsmith of the modern era. 

Today, you can view these iconic collection pieces in the Faberge Museum. It showcases 4,000 items in total, including Faberge Easter eggs, jewelry, silverware, home decor, and fantasy-themed objects.

The incredible jeweled eggs are famous all over the world, and there are several museums dedicated to them. But if you want to learn about Gustav Faberge, his family, and how it all began, this is the museum to visit. You can purchase a ticket in person or online. 

4. Spend an Hour Canal Cruising

St. Petersburg is built on 42 islands, and once upon a time (before bridges were constructed), cruising was the only way to navigate the city.

On a Golden Ring boat tour, you’ll see some of St. Petersburg’s iconic sights along the Kryukov Canal, including St. Nicholas Cathedral, Saint Isaac’s Cathedral, and the Mariinsky theatre.

You’ll dip beneath the famous colored bridges on Neva River whilst enjoying views of Peter and Paul Fortress, Vasilyevsky Island, and the Summer Garden. This is truly one of the most breathtaking ways to take in all the beauty that St. Petersburg has to offer. 

This tour also only takes around an hour, so you’ll have plenty of time to revisit your favorite spots throughout the day!

5. Discover Church of the Savior on Spilled Blood

One of St. Petersburg’s architectural masterpieces is the Church of Our Savior on Spilled Blood.

This former Russian Orthodox Church was completed in 1907 and is built in Baroque, Neoclassical, and Russian Revival design. It is one of the city’s main attractions, with ornate domes, intricate frescoes, and 7,500 square meters of mosaics inside. 

If you don’t wish to enter, you can gain incredible views from Griboedov Canal. But if you do venture inside, you’ll be rewarded with interior frescoes and mosaic works depicting biblical scenes and figures created by celebrated Russian artists of the time.

The Church of the Saviour of Blood is built on the spot where Emperor Alexander 2 was assassinated in 1881 – hence the name. So, not only will you be able to appreciate the fine architectural designs, but also explore an important part of Russian history. 

6. Take a Rooftop Walk-in St. Petersburg

If you have viewed the city from canals and rivers, try it from the rooftops! You can take a guided rooftop walk in the city, seeing streets and skylines from an elevated perspective.

One particular tour to highlight is the Official Rooftops Excursion of St. Petersburg. Just a few minutes from Nevsky Prospect, these sites offer vistas of Fontanka River and Trinity Cathedral – and that’s just the first roof.

The second roof boasts views of St. Petersburg’s old center, St. Isaac’s Cathedral, Kazan Cathedral, and the Church on Spilled Blood.

This is a truly incredible way to see the city in all its glory, plus the tour provides you with binoculars so you can see everything in great detail.

7. Admire Nevsky Prospect’s Magnificent Architecture

The main street of St. Petersburg is Nevsky Prospect. Begin at the intersection at Stroganov Palace before venturing to Kazan Cathedral. While you walk, take in the monuments dedicated to Catherine the Great and browse goods at The Passage – Nevsky Avenue’s premier department store.

This store was quite the trailblazer. It opened its doors in the late 1840s and was one of the first buildings in Russia to use gas for lighting. Then, in 1900, an electric station was installed on an underground floor.

Once you’ve finished shopping and enjoyed a fresh cup of coffee, continue to the Russian National Library – the oldest public library in Russia – and Alexandrinsky Theatre (which was built for the Imperial troupe of Petersburg).

8. Visit the Island of Peter and Paul Fortress

Set on an island connected by bridges, Peter and Paul Fortress is instantly recognizable from its needle spire, which dominates the skyline. The fortress was originally built to defend the maritime city from Swedish invaders.

However, Peter the Great defeated the opposition before it was even completed! It has since served as a military center and prison for political dissenters and, latterly, as a museum.

Inside the vast complex, you can see Peter and Paul Cathedral, visit the resting place of the Romanovs, and watch military processions or the firing of the noon-day gun.

It’s a great day trip for anyone interested in Russian, maritime or military history. There are also plenty of group walking tours available. 

9. Sample Russian Vodka in a Ryumochnye

A visit to Russia wouldn’t be complete without sampling the local drink – vodka, and the best place to do this is in a Ryumochnye. This is a specific style of 19th-century Russian drinking house that not only offers some of Russia’s best vodka but also a short history lesson.

You could call it a bar, but it’s more than that – most mainstream Ryumochnye have a definite Soviet vibe and are places for working men to kick back and enjoy vodka with their buddies.

Beverages come in bottles or shot form, and some places offer self-service and snacks.

If that sounds too hardcore for your taste, there are updated versions of Ryumochnye in the city, like Mayak in St. Petersburg, where you can gain a similar experience. 

10. Enjoy local Saint Petersburg Craft Beer

Although most people think of vodka when visiting Russia, you can also enjoy some of the best craft beer in Saint Petersburg . Russia’s second-largest city has an exciting, rapidly growing craft beer scene, in part due to its history and geography.

Historically, the Russian empire was influenced by Northern Europe, and the Dutch & English beer-drinking culture eventually made its way here. Today, Saint Petersburg is home to a growing number of modern microbreweries, cool taprooms, and stylish bars.

Saint Petersburg is also home to Stepan Razin Brewery, the oldest brewery in Russia (now, of course, owned by Heiniken). It opened in 1795, but today the building is known as the Saint Petersburg Beer Museum, showcasing the history of beer in Russia and the Soviet Union.

Russia’s largest and most popular brewery, Baltika, is also located in Saint Petersburg, and it’s possible to take a tour of their huge brewery.

11. See the Majestic Catherine Palace

A stately palace of blue and gold, Catherine’s Palace is located 26 kilometers south of St. Petersburg. Named after the wife of Peter the Great, this place was originally a two-story modest building commissioned in 1717.

The exterior, which stretches for one kilometer in circumference, is surrounded by woodlands, lawns, gilded balconies, and reliefs. However, the interiors are even more impressive.

With great halls, a white dining room, an amber room, and more. It’s the perfect place to step back into history and discover what life was like as a Russian aristocracy.

12. Explore Peterhof Palace

If you’re going to visit Catherine Palace, you should tour Peterhof too. It’s a 40-minute drive away, but you can even take a hydrofoil speed boat from right behind the Hermitage in Saint Petersburg center.

Sitting close to the Baltic Sea, Peterhof Palace was constructed by Peter the Great to be Russia’s version of Versailles. The opulent residence surrounded by sculptures, fountains, and tiered staircases leading to the grand entrance evokes mystery and the history of a bygone era.

Inside it is lavishly decorated with dazzling chandeliers, one-of-a-kind artworks and beautiful ceiling frescoes.

On a guided tour, you can learn more about the palace’s history. Discover the Throne Room, Portrait Hall and Peter the Great’s Oak Study. You’ll see dining rooms set for dinner, grand ballrooms where dancing and gatherings would take place, and décor which defies time.

The palace offers great insight into his life and legacy, and if you are interested in history, art and interior design, you’ll love it.

Want to know more about Peterhof?

13. Spend a Day by the Finnish Border at Vyborg

Just over an hour from central Saint Petersburg by train is the city of Vyborg. It sits on the Gulf of Finland and was first settled back in the 12th century. The city has been occupied by Finnish and German forces and suffered extensive damage during the Second World War. However, it has since been rebuilt. 

It’s a charming center to wander around, with narrow cobbled streets, a medieval castle, and Finnish art nouveau structures sprinkled throughout. An easy day trip from St. Petersburg, it can also serve as a stop-off point if you’re crossing into Finland to continue your adventure.

Want to know more about Saint Petersburg?

Where is St. Petersburg | Is St. Petersburg in Europe?

If you want to know “Where is Saint Petersburg?”, you’ve come to the right place. Beautiful St. Petersburg is located in northern Russia. Russia is a massive country, so it is no surprise that many people want to know “Is Saint Petersburg in Europe?”. The answer is yes. 

How to Get to Saint Petersburg

The maritime city is well linked to Europe by air, sea, rail and road. Depending on where you’re traveling from and the rest of your itinerary, you can use one of the following ways to arrive at St. Petersburg.

You can fly into Saint Petersburg through Pulkovo International Airport. There are around 1,100 international flights a week and 1,200 domestic flights operating in and out of the local airport.

Although many flights from European cities to Saint Petersburg are direct, you may have to change flights if flying from further afield.

It’s also possible to travel to St. Petersburg by train. The most popular (and most frequent) routes operate from Moscow, Helsinki, and Tallinn. However, there are options to travel from other areas in central Europe, central Asia, and eastern Europe by rail.

There is a central bus station in Saint Petersburg, with services to and from Moscow, Pskov, Novgorod, Vilnius, Riga , Tallinn and Helsinki. Some of these journeys can be long and arduous.

Therefore, thorough research and choosing the right bus company is important.

Baltic Sea Cruises also operate to St. Petersburg as part of a larger itinerary, and St. Peter Line Ferry sails from Helsinki in Finland and Tallinn in Estonia.

Exploring Saint Petersburg, Russia

Saint Petersburg is the 5th most populous city in Europe and also a leading tourist destination. Although people sometimes forget about Russia, this city is breathtakingly beautiful and provides plenty of cultural and historical attractions.

Now that you know where to go, I hope you have an amazing time in Russia’s most beautiful city.

Friday 19th of January 2018

Thank you! So great review about our St. Petersburg!

What to do in St. Petersburg in 1 day - Probe around the Globe

Thursday 11th of May 2017

[…] more about the beauty of St. Petersburg from the Unusual […]

Friday 17th of June 2016

Which hostel did you stay at? I am potentially thinking of going to Russia for World Cup 2018 after my World Cup trip to Brazil two years ago. Saint Petersburg is one of the host cities, and so I am very interested in learning more about this city and recommendations from fellow travellers who have been.

Christian L.

I stayed at Soul Kitchen Junior, and I will go so far and say its by far the best hostel I have ever stayed at!! Anywhere in the world, no other hostels even get close to it:)

SA tourism campaigns turn to TikTok 'influencers', but does it work?

Analysis SA tourism campaigns turn to TikTok 'influencers', but does it work?

"Ready to run amok in the most boring state ever?" asked the troop of TikTok influencers brought to South Australia on the taxpayer's dollar.

"There's not much to do in Adelaide, is there?" they posed in their videos.

At first glance, it might not sound like the strongest tourism sales pitch.

But in the world of tourism marketing in the social media age, it packed a punch.

Their videos followed that ironic "boring" line with content that was anything but — beautiful shots of some of the state's most iconic tourism drawcards, designed to dispel a long-running stereotype, all reaching a sizeable audience.

"A diverse mix of 12 creators (who) landed in SA to embark on a once-in-a-lifetime trip filled with personalised itineraries showing them the very best that SA has to offer," was how the South Australian Tourism Commission (SATC) described it on one of its websites.

One influencer's videos reached more than 731,000 people and drew more than 200,000 engagements. The majority of those people are under 35.

It was all part of what has become a contentious influencer "camp", bringing social media personalities with big followings to the state from around the country.

The aim? To develop content that will reach younger audiences in new places, all with the goal of enticing them to visit.

On that front, it is not easy to judge whether it was all a success.

The SA government will not reveal how much it cost, for one.

And judging how many people brought their tourism dollars to Adelaide and regional areas, based on that camp and those videos, is near impossible.

But with tourism marketing authorities in SA and beyond preaching the value and benefits of arrangements like this one, expect to see more of TikTok stars and social media influencers enjoying lavish experiences out of the public purse.

For governments, influencers have become a communication frontline, particularly as they try to connect with young people.

But it can get tricky for governments trying to explain to taxpayers why people are being given what looks to most like a free holiday or experience, at their expense.

Over the past four months, SATC has faced backlash after hosting an exclusive, invite-only concert in McLaren Vale for singer Sam Smith.

It included bringing in interstate social media influencers.

They weren't paid but were given flights, accommodation, meals, experiences, drinks and the concert in exchange for "ideally" posting two to three times on their social media accounts .

Yet they were not obligated to post online about their travels, and there are no permanent posts left on some influencer social media accounts despite the generous trips — or night out in some cases — put on by taxpayers.

The gig was set up to promote the singer and the state. We still don't know how much it cost.

We know it was less than a million dollars but exactly how much less hasn't been made public, with Tourism Minister Zoe Bettison repeatedly citing commercial confidentiality.

In all 300 people attended the event. The mix included local and interstate influencers, competition winners, staff and members of the media.

"It was designed to build on the traditional advertising work we have in market," said SATC chief executive Emma Terry, who was three days into the job when the concert was held in January.

A report released last week into the concert found there was a need for "a greater level of transparency on the selection and use of social media influencers" used by SATC to promote the state.

It also recommended overhauling policies SATC uses to choose social media influencers, as well as rolling out a new monitoring platform for posts online and developing new contracts for paid and unpaid influencers.

These changes will be implemented over the next three months.

What's unclear is if it hadn't been for the months of scrutiny about the concert whether the improvements to public policy would have been made.

Even harder for taxpayers to evaluate is whether it was all worth it, especially with the cost unknown.

The government's concert evaluation stated the online coverage of the event delivered an "advertising value equivalent" of $32 million for the state.

The issue with that is it's a measurement members of the public relations industry have moved away from, amid concerns about how figures are calculated.

In 2017, the then head of the Chartered Institute of Public Relations in the United Kingdom, Jason MacKenzie, described advertising value equivalents as a "fantasy metric" when he announced a ban on members using the measure.

The evaluation report also says posts about the concert across social media platforms reached more than 4.8 million people.

It may sound like a lot, but what hasn't been released is how many people actually engaged or interacted with posts by influencers, Sam Smith or on SATC's channels.

The government's recent social media marketing efforts has prompted attacks from the Liberal opposition, who question why public funds are going to help influencers live the high-life when so many South Australians are doing it tough.

"South Australians are fighting a cost of living crisis and we cannot afford to have another situation where social media influencers are being chauffeured around the state and living the high life on the taxpayer dime just to shoot a few videos," deputy Liberal leader John Gardner said.

Treasurer Stephen Mullighan's rebuttal to the critique of the TikTok camp was to bring up the former Liberal government's Old Mate tourism campaign, which drew heavy attacks when it was rolled out during the previous term.

And the government and the state's tourism buffs firmly argue it is firmly in SA's interests to push into social media marketing.

After all, more eyeballs looking at South Australia's landmarks and drawcards is likely to lead to more people heading to the state.

In turn, that means more money in the state's economy and more money for those doing it tough.

But with this week's review raising concerns around the transparency of agreements between social media personalities and tourism officials, informed conclusions about if South Australia is getting bang for the buck are not easy to reach.

Love them or hate them, though, deals between governments and influencers clearly aren't going anywhere.

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