Adelaide Council’s Groundbreaking Tourism Strategy
CLIENT: City of Adelaide
Adelaide had never seen a Visitor Services and Tourism Action Plan that truly showcased the city as a destination in its own right. This challenge wasn’t unique; Melbourne faced a similar issue after the decline of Destination Melbourne.
Clear Vision Consulting stepped in with a mission: to transform Adelaide's tourism approach by engaging city-based industries and crafting a forward-thinking plan that would gain widespread support and maximize the tourist dollar.
Our approach started with a thorough internal review, involving Adelaide’s Visitor Information Centre staff and volunteers. We then hosted two dynamic roundtables with government and industry stakeholders, culminating in a major forum at the Adelaide Cricket Ground. Here, we tested the viability of all proposed ideas, evaluating their relevance, cost, and feasibility.
From these sessions, five key themes emerged, shaping the Tourism and Visitor Service Action Plan 2020. The plan was strategically aligned with Adelaide Council’s KPIs—aiming to increase bed nights and event attendance while contributing to SA Tourism’s ambitious goal of attracting 8.1 million visitors by 2020.
The process highlighted a critical gap: a disconnect between the capital and regional South Australia. Operators recognized that Adelaide’s brand wasn’t fully represented through its rich cultural and authentic experiences. The solution? Enhanced collaboration and networking to build partnerships targeting high-yield segments such as students, international tourists, and business visitors.
In 2018, Council proudly endorsed its first-ever industry-backed Tourism Action Plan, setting a new benchmark for strategic tourism development in Adelaide.
