Published: Tuesday, 24 June 2025
Over the last few months, RDA Yorke and Mid North have been working closely with the South Australian Tourism Commission (SATC) on some changes to tourism governance locally following a statewide Review of regional tourism structures led by SATC. The Review set out to identify opportunities for increased strategic and operational alignment to strengthen regional tourism across South Australia, and identified opportunities in the following areas:
- Regional management structures
- Promotion of regions
- Product development
- Industry capability building.
The review recommended creating a more consistent, efficient and sustainable regional tourism structure by introducing Destination Management Zones, achieving a critical mass of resources and skills to support the effective delivery of tourism initiatives. The Clare Valley, Southern Flinders Ranges and Yorke Peninsula have come together to form the pilot Destination Management Zone, bringing together 12 local government areas under one coordinated structure.
A working group, comprising representatives from the three regions and SATC, have been working together since August 2024 to form the new entity, registered as South Australia’s Mid North and Yorke (the Zone). The Zone will progressively assume tourism functions from July 2025, with recruitment for a CEO closing Friday, 27 June 2025.
As the first three regions to move into the new model, the Clare Valley, Southern Flinders Ranges and Yorke Peninsula are the first to start work on developing new localised Destination Management Plans (DMPs) for each region. All South Australia’s tourism regions will have a new DMP by the end of 2026, which will replace SATC’s Regional Visitor Strategy 2025.
Workshops were held in Auburn, Burra, Gladstone, Kadina and Minlaton during February 2025, where industry, community and stakeholders were invited to contribute to the DMPs and talk about their priorities and opportunities, followed by a survey for those unable to attend in-person workshops. Councils, state government bodies such as PIRSA, National Parks & Wildlife Service, Landscape Boards, etc, Aboriginal Corporations, heritage groups and industry associations have also been consulted to ensure a wide cross-section of engagement.
The DMPs will be jointly owned as a stewardship instrument by local and state stakeholders, including SATC, the Zone, Councils, PIRSA, DEW, Aboriginal Corporations, and other relevant bodies. The implementation and accountability of the DMPs will be overseen by the new Zone entity and SATC, with each of the three regions’ DMPs contributing to the Zone’s annual business plan.
Over the next few months, there will be a period of transition, as the tourism functions move out of RDA Yorke and Mid North and into the Zone. From July 1, 2025, there will be support for tourism businesses, councils and industry through RDA Yorke and Mid North’s Economic Development team or CEO, Daniel Willson, and SATC’s Destination Development team as functions transfer to the Zone entity, with further communication to follow as the transition progresses.
Objectives of South Australia’s Mid North and Yorke tourism zone
- Engaging with the tourism industry and local government to support product development, build industry capabilities, and identify co-investment opportunities;
- collaborating with key stakeholders to support the development and implementation of local tourism activities;
- provide insights, training and education to support and empower regional tourism operators;
- providing advice and guidance on relevant programs and opportunities;
- supporting SATC in destination marketing initiatives;
- identifying and pursuing opportunities for visitor economy growth;
- acting as a conduit between the Zone and SATC; and,
- supporting the development and implementation of initiatives to deliver a net positive benefit to regional communities and the environment.
Leading the Zone is a newly appointed Board of Directors. You can view the media release on this here.
Local marketing arrangements
Southern Flinders Ranges: Southern Flinders Tourism Association will still attend Flinders Ranges & Outback Board Meetings, and be included in marketing activities such as the website, visitor guide and social media. The FRO Board will continue to be responsible for regional marketing activations in partnership with SATC as the recognised RTO in the region, with input from the Zone on Southern Flinders activity. Volunteer representatives from the Southern Flinders Tourism Association have resumed management of the Southern Flinders Ranges social media pages on Facebook and Instagram.
Clare Valley: The Clare Valley Wine, Food and Tourism Centre will continue to manage the Clare Valley website with the support of RDA Yorke and Mid North, as we work towards transitioning the site to the new platform and working with the Zone to establish ongoing management. RDA Yorke and Mid North will continue with the Clare Valley social media accounts for the interim period while the new Zone beds down how it works with stakeholders, and the Visitor Guide process will be managed by the Zone. The Zone will work with SATC on regional marketing activations and activities.
RDA Yorke and Mid North will continue to support local businesses and stakeholders, including those in the tourism sector. Examples of this support include assistance with developing business plans, advice on grant applications, economic modelling, feasibility studies, support accessing skills training, workforce development and advocacy on regional priorities and issues. Above all, RDA Yorke and Mid North will work with stakeholders to understand their requirements and help connect them with the right solution, whether delivered by RDA or another partner organisation.
This is an exciting step towards a more collaborative and strategic approach to tourism in our region, with more updates to follow as the transition progresses.
Key contacts through the transition period:
Businesses & stakeholders can reach out to the contacts below while the tourism support function transitions:
- Tourism governance transition and media contact: RDA Yorke and Mid North CEO, Daniel Willson, at ce*@******************om.au or 0488 557 656.
- Business support, including business planning, grants, and development support through Muriel Scholz, Economic Development Officer at RDA Yorke and Mid North ms*****@******************om.au
- South Australian Tourism Commission
- Destination Development team, de********************@****ov.au
- Angela Breeding, Regional Partnerships Manager (main contact for DMPs), an**************@****ov.au
- Tourism workshops, training (including business capability support) and industry support: Tourism Industry Council SA
- Support with the Australian Tourism Data Warehouse: su*****@******om.au
