Strengthening Regional Tourism

The current model involves Regional Tourism Organisations (RTOs) with varying structures, funding models and responsibilities. This has created inconsistencies in regional support, development priorities and capacity to drive tourism growth. By transitioning to Zones, we will create a unified approach that maximises resources, improves collaboration between regions, and provides clearer pathways for product and experience development.

For visitors, nothing will change in how South Australian destinations are promoted. Regions will still be presented as unique and vibrant places to explore. The Zones will work behind the scenes to enhance visitor experiences and provide consistent support for local tourism operators.

A Zone is a defined regional entity that will oversee tourism development for a broader geographic area. These entities will become the new authority (ie. RTO) of regional tourism. Unlike the existing RTOs, which have varied responsibilities, the new entities will be focused on product and experience development and industry capability building, ensuring that regional operators and destinations are better equipped to meet visitor expectations and grow tourism. 

Each Zone will be governed by a skills-based board. Each Board will be comprised of a Chair and Directors, be governed by a constitution and meet regularly to ensure alignment with the broader tourism strategy. Regional representation will remain important. The Zone will have suitable, qualified staff to deliver strategic outcomes identified in the Destination Management Plans. Zones will receive funding from the SATC and will be able to receive funding from third parties.

While this model is new to South Australia, similar approaches have been successfully adopted in other Australian states and territories. For example, New South Wales transitioned to seven Destination Networks in 2016, a model closely aligned with what is being proposed here. Western Australia and Tasmania also operate with a smaller number of regional tourism bodies—five and four respectively—that manage tourism across broader regions.

The Zones will focus on enhancing tourism product development and industry support. They do not replace the regions from a visitor perspective. Regions will still be marketed as unique geographical areas with strong brand recognition.

Every region will have its own Destination Management Plan, developed in consultation with local stakeholders. These plans will outline the priorities, opportunities and strategies specific to each region, ensuring local strengths and character are preserved and promoted.

Zones will prioritise supporting the development of unique experiences that highlight the features and stories of each region.

A Destination Management Plan (DMP) is a strategic document that outlines the vision, goals and actions necessary to manage and enhance a destination's tourism offerings sustainably. 

It is created to balance the needs of visitors, local communities, businesses and the environment, ensuring that tourism contributes positively to the local economy while preserving the integrity and character of the destination.

DMPs:

  •  Align with the state tourism strategy
  •  Capture the nuances of the region
  •  Identify product gaps
  •  Include an action plan for sustainable tourism
  •  Replace the Regional Visitor Strategy 2025
  •  Will be the guiding strategies for the Zones.

DMPs are being developed for each region between January 2025 and June 2026. Local stakeholders, including operators, councils and community members, will be invited to contribute to the development of the plans. 

Each Zone will recognise the unique characteristics and needs of the individual regions within its boundaries through the development of tailored DMPs. The DMPs will ensure that the distinct tourism assets, challenges and opportunities of each region are addressed.

While the Zone will provide overarching strategic direction, the DMPs will be region-specific, allowing local input and priorities to shape tourism development. The goal is to balance the benefits of regional collaboration with a deep understanding of local needs, ensuring that no region is overlooked or underrepresented in the process. 

The focus for Zones will be on product and experience development and building industry capability. Each Zone will have dedicated staff responsible for engaging with operators to understand their needs and challenges.

The SATC will continue to run programs such as the Experience Development Program (EDP) and will work with Zone staff to co-deliver these programs.

Local councils will have opportunities to financially contribute through a co-investment model, focusing their resources on specific projects. The model, including levels of funding and types of projects, will be determined as the project progresses.

Council input will be sought during the DMP development, regardless of financial support. 

The preference is for existing RTOs to transition to the Zone model. New skills-based Boards will be created to oversee the Zones, and members of the current RTO Boards can apply for positions on these new Boards. Existing RTO staff can apply for positions in the new Zones.

Some regional organisations may wish to continue operating independently, especially if they currently have strong membership models. Should the tourism organisations choose to remain and exist as a marketing body, the Zone would be encouraged to work with the group as a key stakeholder. The organisation may have the opportunity to participate in co-investment activities.

Regional stakeholders will be engaged in the development of the Destination Management Plans. DMPs will be developed in a phased approach – keep an eye out for engagement happening in your area or contact your RTM to ensure you receive an invite.