Former Minister, Parliamentary Speaker and long-serving Member for Mawson Leon Bignell has been appointed Agent-General for South Australia in London.
Mr Bignell will take up of the post on 27 May for a four-year term, replacing David Ridgway who was appointed in July 2021 and has decided not to seek reappointment.
Leon Bignell brings a wealth of experience to the role, having served as a Cabinet Minister in the Weatherill Labor Government from 2013-2018, holding portfolios including Tourism; Agriculture, Food and Fisheries; Recreation and Sport; Racing and Forests.
During his time as Minister, he oversaw growth in export markets for South Australia's premium food and wine and the doubling of South Australia's visitor economy from $4 billion to $8 billion a year.
Mr Bignell has also played an important role in supporting South Australia's major events sector.
Between 2022 and 2024, he served as Chair of the Major Events Attraction Committee, helping guide the attraction and growth of events that continue to deliver substantial economic and tourism benefits for our state.
Leon Bignell was the Member for Mawson for 20 years, acting as a fierce parliamentary advocate for communities in the McLaren Vale wine region, the Fleurieu Peninsula and Kangaroo Island, before retiring at the 2026 election.
He was elected Speaker of the House of Assembly in April 2024.
Before entering Parliament, Leon built a successful career in journalism, working extensively across Europe while based in Switzerland during the mid-1990s
This experience resulted in him developing and maintaining an extensive network of contacts throughout the United Kingdom and Europe, connections that will serve South Australia well as he takes on the role of Agent-General in London.
The Office of the Agent-General for South Australia in London represents the South Australian Government in the United Kingdom and Europe. The Office works in partnership with business, the community, government, industry and stakeholders to maximise opportunities and benefits for South Australia.
It aims to increase awareness of South Australia and drive preference for the state as a destination of choice for foreign investment, migration, study and tourism as well as being a producer of premium food and wine.
The Office focuses on the areas of trade, research and development, investment, skills, education and migration to realise sustainable economic, social and cultural growth for the State.
It also collaborates with South Australian government agencies and acts as a single point of contact for the Government to coordinate information, facilitate introductions and arrange site visits with the aim of establishing new businesses in South Australia.
As put by Peter Malinauskas
Leon Bignell will be a strong advocate for South Australia and will continue the important work of strengthening our international relationships and economic opportunities abroad.
I congratulate him on his appointment.
I likewise thank David Ridgway for his diligent service and dedication to our state and wish him every success for the future.
The role of Agent-General has never been more important.
South Australia is at the centre of one of the most significant industrial and strategic opportunities in our nation's history through AUKUS and the construction of conventionally armed nuclear-powered submarines.
The United Kingdom is a critical AUKUS partner, and South Australia's relationship with the UK will become increasingly important as we continue to build sovereign capability, strengthen defence industry partnerships and position our state as a global centre for advanced industrial capability.
As put by Leon Bignell
I'd like to thank Premier Malinauskas for trusting me to represent and fight for South Australia on the global stage through the role of Agent General based in London.
After two years of living in Switzerland and working across Europe in the mid 1990's I've been a regular return visitor to the UK and Europe where I've built strong relationships with leaders in various sectors across the UK, France, Spain, Switzerland and Germany.
I'll take with me an in-depth knowledge of South Australia and its people, businesses and government. There isn't a part of our one million square kilometre state that I haven't been to multiple times, and I look forward to telling the stories of these places.
I love South Australia, it's people and our state's "can-do" attitude. We are leading the way in so many areas and it's important to have someone in market explaining who we are, where we are and why the world should buy our goods and services or invest in our state.
In the five years I was tourism minister we doubled the visitor economy in SA from $4 billion to $8 billion a year. I'll bring the same focus and tenacity to the Agent General role where I want to see every sector thrive.
AUKUS is huge for South Australia and the next few years will be pivotal as we build relationships with the UK and USA that strengthen every aspect of life here in SA for all South Australians.
