Major milestone achieved in strengthening regional tourism

A major milestone in strengthening the State’s regional tourism has been achieved with the launch of South Australia’s Mid North and Yorke Tourism Zone.

The first new Destination Management Zone being piloted brings together the Mid North, Yorke Peninsula, Clare Valley, and Southern Flinders Ranges regions.

The Zone will better support the State’s tourism regions to further improve visitor experiences, grow capability, and attract sustainable investment.

From a tourists’ perspective, Yorke Peninsula, Clare Valley, and Flinders Ranges will still be marketed as unique geographical areas with strong brand recognition.

The skills-based Board, chaired by former Lord Mayor Sandy Verschoor, will provide strategic direction, foster partnerships across communities, and support sustainable tourism growth throughout the region.

The launch comes as Mim Ward is announced as South Australia’s Mid North and Yorke Tourism Zone’s inaugural Chief Executive Officer, commencing 15 September.

Ms Ward has strong connections to the region and brings over thirty years industry experience including tourism leadership, stakeholder engagement and community advocacy.

Destination Management Plans are being developed for each region within the Zone in collaboration with industry, councils, Traditional Owners, and the community.

The Plans will outline the region’s tourism strengths, gaps, opportunities and priorities to deliver on the objectives identified in South Australia Tourism Plan 2030.

Strengthening regional tourism is a focus of the refreshed South Australia Tourism Plan 2030, which sets a bold target to grow the State’s visitor economy to $12.8 billion by 2030 and move from the sixth most considered destination in Australia to the top three.

Minister for Tourism, Zoe Bettison said this new Destination Management Zone is more than a structural change - it’s a signal of intent.

"Strengthening regional tourism is imperative not just for economic benefits, it is also key to supporting tourism as a force for good by creating local jobs, strengthening cultural connections and delivering positive social and environmental outcomes," Minister Bettison said.

"I have no doubt South Australia’s Mid North and Yorke Tourism Zone will deliver on its aim to foster community, attract sustainable investment, and entice more visitors to discover this incredible part of the world."

South Australian Tourism Commission Chief Executive Officer, Emma Terry said the collaboration of the Yorke Peninsula, Clare Valley, and Southern Flinders regions to launch South Australia’s Mid North and Yorke Tourism Zone marks an exciting step forward in driving impactful change for regional tourism.

"This pilot will demonstrate how the Zone model strengthens visitor experiences, grows capability, and supports our regions to deliver on their tourism aspirations," Ms Terry said.

"It’s a milestone for our regions in delivering on South Australia’s tourism potential."

South Australia’s Mid North and Yorke Tourism Zone Board Chair, Sandy Verschoor said this is the start of a new and innovative chapter as we launch South Australia’s Mid North and Yorke Tourism Zone.

"This Zone is abundant in rich tourism offerings such as wine, coast, culture, heritage, and landscapes. I am excited to be part of the team which will bring those stories together to build our community and attract visitors," Ms Verschoor said.

"The diverse Board members will bring their experience across tourism, governance, regional development, and community leadership together to deliver impactful results for our Zone.

"I look forward to engaging widely in the months ahead to ensure we are delivering for the local community, visitors, and South Australia."