Experience Development Program

The Experience Development Program supports new or emerging tourism operators who are ready to develop their first bookable experience, as well as existing tourism or accommodation businesses seeking to create or refresh experiences that better appeal to target markets.

This program may also be right for operators looking at building new accommodation, if it features an experience element. If not, the SATC can still assist you. We encourage you to email us [email protected] to set up a time to discuss further with our staff.

Applications open on 19 January 2026 and close 8 February 2026. Sign up to our industry newsletter for regular updates. 

No, the program is offered at no cost to eligible South Australian tourism and accommodation businesses.

Participants attend two full-day, in-person workshop modules that cover:

•    Understanding visitor demographics and market fit
•    Defining your Unique Selling Proposition (USP)
•    Competitor analysis and benchmarking
•    Business/product SWOT analysis
•    Experience design and signature experience development
•    Pricing, inclusions, upselling, and packaging
•    Sustainability, accessibility, inclusion, and Tourism for Good principles

Participants complete small, applied tasks between modules to refine their experience concept.

Highly experienced SATC staff will run the program and mentor applicants. Our staff have first-hand experience in running small tourism businesses, marketing, events, business development and international trade.

The Experience Development Program is delivered across South Australia. Specific dates and locations are listed above. Additional sessions may be added if demand exceeds available places.

Up to two people per business can participate. Participants should be key decision makers such as the business owner/operator or marketing manager.

Yes, contact your local Regional Tourism Manager or the SATC [email protected] for further information.

Priority will be given to applicants that can confirm attendance at both modules. We understand that at times circumstances may change, and the SATC will work with the applicant individually to support alternative ways to attend at that time.

No, there will not be marked assessments. 

Yes, new businesses with a registered ABN can apply. There will be some assumed knowledge in the program that includes business fundamentals. If you are starting a new business and are not quite ready for the EDP, the SATC has a suite of tools for new businesses which can assist.

Developing a business plan can assist prioritising business objectives, goals and a road map to develop and sustain your business. The Australian Government has resources and templates available to help support the development of a business plan. To access these, please click here.

Another useful tool is Artificial Intelligence, such as ChatGPT, which can help write a business plan for your business using a simple prompt. Adding more detail to the prompt will help the outcome of your business plan, such as your tourism product/experience, location, website and any targets you wish to achieve. Once AI has produced a business plan, review and adjust based of your own business needs and details.

To take part in the Experience Development Program, you will need to have a valid ABN at the time of application. If you are looking at getting started in tourism and understanding the industry, you may like to look at some of the SATC’s tools to get you started.

SATC staff can assist with product development enquiries. Please email us: [email protected].

There are 12 tourism regions in South Australia, each supported by a local Regional Tourism Manager. Contacts for your local Regional Tourism Manager can be found here.