Industry Resources . Tourism Plans & Strategies . Destination Action Plans

Destination Action Plans

Background

The SA Tourism Commission is focused on delivering long-term growth for South Australia’s tourism industry. While state and regional strategies exist, the SA Tourism Commission has developed Destination Action Plans (DAPs) to focus and prioritise the projects to achieve the goals set out in these strategies. DAPs are simple, focused, consumer-led action plans for each region that prioritise resources from SA Tourism Commission units and those of regional stakeholders.

Whilst linked to the SA Strategic Plan 2020 $8 billion tourism potential target, DAPs are focused primarily on projects that can be delivered in the next 3 years.

Destination Action Plans are driven by SA Tourism Commission, and developed in consultation with regional stakeholders who have direct financial and/or regulatory influence over whether the projects in the plan can be completed: Regional Tourism Organisations (representing the tourism industry), local government and Regional Development Australia.

By agreeing to the DAP, each stakeholder agrees to prioritise its resources and activities to support the completion of the projects contained in the DAPs. The stakeholder group will meet every six months to track progress on the action list. The DAP is a living document - as actions are achieved, new actions that focus on the next step of growth will be added.

The Outback Destination Action Plan

Lake Eyre has been a temporary prop for an otherwise downward trend. To be prepared for changes in the future, Outback SA needs to offer something of unique, high appeal that makes the trip worth it. In the short term, leveraging Flinders visitation and Touring Route travellers, regardless of geographic market, may possibly be lowest hanging fruit.

pdf The Outback Destination Action Plan 706KB
pdf The Outback DAP Media Release 107KB

Yorke Peninsula Destination Action Plan

Yorke Peninsula has the opportunity to compete against other coastal destinations in the state and the country to attract visitors from intrastate and interstate. It must focus on developing a unique offering aligned to a singular position it can own in the market. In doing this, the Yorke Peninsula will then truly leverage its coastal beauty and proximity to Adelaide.

pdf Yorke Peninsula Destination Action Plan 597KB
pdf Yorke Peninsula DAP Media Release 110KB

Riverland Destination Action Plan

The recent high water levels and resulting excellent conditions have shown that merely public perception is not the problem. The core tourism offering must be competitive. The focus must be to build tourism product and experiences to create increased demand for the River and, in particular, the Riverland. Any marketing should focus on the intrastate market to drive core tourism business, as well as continue to generate positive word of mouth and local-specific marketing and PR. 

pdf Riverland Destination Action Plan 857KB
pdf Riverland DAP Media Release 122KB

Murraylands Destination Action Plan

The recent high water levels and resulting excellent conditions have shown that public perception is not the only problem. The core tourism offering must be competitive. The focus must be to build tourism product and experiences to create increased demand for the River and in particular the Murraylands. Any marketing should focus on the intrastate market and key interstate markets to drive core tourism business, as well as continue to generate positive word of mouth.

pdf Murraylands Destination Action Plan 642KB
pdf Murraylands DAP Media Release 108KB

Eyre Peninsula Destination Action Plan

The Eyre Peninsula has the opportunity to be one of the best placed regions for growth by 2020. An even plan focusing on projects that increase the region’s delivery in areas of marketing, development, and access will help leverage the natural coastal assets of the region to deliver long term sustainable growth.  

pdf Eyre Peninsula Destination Action Plan 318KB
pdf Eyre Peninsula DAP Media Release 109KB

Clare Valley Destination Action Plan

The Clare Valley needs to differentiate itself. In the minds of consumers, the Clare Valley must be considered a different offering than other holidays in its competitive set. This means a focus on branding and future development to create that unique selling proposition, and projects in this plan that deliver on that vision. If this can be achieved, the Clare Valley region can step from behind some of its bigger cousins to be a more competitive holiday region in its own right.  

pdf Clare Valley Destination Action Plan 985KB
pdf Clare Valley DAP Media Release 114KB

Adelaide Hills Destination Action Plan

The fact that the Adelaide HIlls is so close to Adelaide (the #1 most visited region in SA) must be leveraged - making the Adelaide Hills a must-do experience as part of a trip to Adelaide will benefit both the region and Adelaide.  Developing 'new news' triggers (Experience and Events) to visit the region that the appeal to Interstate and International visitors is a strategic priority.

pdf Adelaide Hills Destination Action Plan 6MB
pdf Adelaide Hills DAP Media Release 109.8 KB

Limestone Coast Destination Action Plan

The Limestone Coast must overcome the tyranny of distance by developing and communicating a more appealing holiday experience to target customers.  As demand grows, access projects will help make visiting more easy and affordable as competition grows.  While this is a long term focus, there are some clear projects that can be undertaken now to make incremental gains towards a holistic growth  plan for the region.

pdf Limestone Coast Destination Action Plan 6MB
pdf Limestone Coast DAP Media Release 149.5 KB

Kangaroo Island Destination Action Plan

Kangaroo Island is one of South Australia's strongest tourism assets.  It has the potential to grow even further without sacrificing its consumer appeal as "Australia's Galapagos". To do that, the logistical barriers of a Kangaroo Island holiday must addressed to maximise conversion of a high appeal: ease and cost of access.  In the short to medium term, kangaroo Island will remain a priority for marketing activities, domestically and internationally, while ground and access development will bolster the islands offering in the long term.

pdf Kangaroo Island Destination Action Plan 6MB
pdf Kangaroo Island DAP Media Release 116KB

Fleurieu Peninsula Destination Action Plan

The Fleurieu Peninsula has the opportunity to be one of the best placed regions to attract out-of-state visitors, but to do so it must enhance its tourism offering to increase competitive apeal to visit, as well as ensure a more traditional tourism accommodation mix is present to service the out-of-state market.  In doing this, the Fleurieu Peninsula will then truly leverage its natural diversity and proximity to Adelaide.

pdf Fleurieu Peninsula Destination Action Plan 4MB
pdf Fleurieu Peninsula DAP Media Release 111.7 KB

Barossa Destination Action Plan

The Barossa had the opportunity to be one of the best placed regions to attract out-of-state visitors, but to do so it must refrest its tourism offering to increase competitive appeal to visit and enhance the ways visitor can experience what the Barossa is.  In doing this, the Barossa can overtake the Margaret River as the most desired wine region to visit in Australia.

pdf Barossa Destination Action Plan 4MB
pdf Barossa DAP Media Release 141KB

Flinders Ranges Destination Action Plan

The Flinders Ranges Destination Action Plan features 18 actions aimed at making the Flinders Ranges more appealing to visitors and ensuring it becomes Australia’s most popular Outback region.

The actions include expanding and improving the region’s tourism accommodation and helping more operators to accept real-time online bookings.

Increasing operators' ability to interpret the region's natural and human story to visitors and ensuring the Flinders Ranges is fully incorporated into SA Tourism Commission marketing activities are also considered vital.

pdf Flinders Ranges Destination Action Plan Media Release 120KB
pdf Flinders Ranges Destination Action Plan 375KB
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