Image>Adjustments>Auto Contrast
AutoContrast is much better on this image compared to AutoLevels
This is a definite improvement on the out of camera image, and as you can see (below) the histogram has changed so that the full tonal range is used.
I did check out what Google's Picasa would do with the "I'm Freeling Lucky" option and it was very similar.
As far as cost, in terms of time and skill levels, this is probably the best value for money.