The South Australian Government has announced the appointment of the inaugural Board of Directors for the newly established Mid North and Yorke Tourism Zone — a landmark initiative aimed at strengthening regional tourism governance and fostering sustainable growth across four key areas: the Mid North, Yorke Peninsula, Clare Valley, and Southern Flinders Ranges.

This pioneering zone is being piloted as the first Destination Management Zone (DMZ) under South Australia’s tourism framework to enhance collaboration, strategic direction, and local empowerment. By devolving governance closer to communities and businesses, the zone aims to capitalize on unique local assets and address region-specific opportunities and challenges more effectively.

Composition of the Board and Its Mandate

The new Board comprises seven directors drawn from across the region, reflecting a broad range of expertise and community perspectives:

• Sandy Verschoor (Chair) – Former Adelaide Lord Mayor with deep experience in governance and regional development
• Anne Minion
• Angela Ruddenklau
• Bridget Johns
• Belinda Heinrich
• Dylan Strong
• John Bell

This diverse leadership team is tasked with providing strategic oversight and fostering partnerships among local governments, tourism operators, cultural organizations, and community groups. The Board’s objective is to ensure sustainable tourism growth that benefits both visitors and residents while preserving the region’s natural, cultural, and economic assets.

Chairperson’s Vision: Connecting Communities and Showcasing Unique Stories

In her role as Chair, Sandy Verschoor expressed enthusiasm for the collaborative potential of the new Tourism Zone:

“Tourism is the lifeblood of our regions. The Mid North and Yorke Tourism Zone represents an extraordinary opportunity to showcase the unique people, places, and stories that make this part of South Australia so special.”

Ms. Verschoor highlighted the Board’s commitment to sustainable growth and genuine collaboration, emphasizing the importance of working closely with local communities and industry partners. She envisions the zone as a catalyst for vibrant visitor experiences that also enrich the quality of life for residents.

“Together, we will work with our communities and partners to ensure the Mid North, Yorke Peninsula, Clare Valley, and Southern Flinders Ranges thrive as vibrant, welcoming destinations for visitors and locals alike,” she added.

Support from the South Australian Tourism Commission

The appointment has been welcomed by Emma Terry, Chief Executive Officer of the South Australian Tourism Commission (SATC). Ms. Terry underscored the significance of devolving tourism management to the local level, stating:

“The establishment of this inaugural Board is a pivotal moment for South Australia’s Mid North and Yorke Tourism Zone and tourism in Yorke Peninsula, Clare Valley, and the Southern Flinders.”

Ms. Terry praised the Board members’ collective expertise and their strong ties to the local regions.

“By harnessing local leadership and working together, we can unlock new experiences, support local businesses, and showcase the diversity and vibrancy of each of these regions.”

The SATC’s endorsement reflects the broader state government commitment to empowering regions through Destination Management Zones as outlined in its Tourism 2030 Strategy. This strategy aims to create resilient, diversified tourism economies that provide long-term benefits while respecting community values and the environment.

Why the Mid North and Yorke Tourism Zone Matters

The creation of this Tourism Zone marks a shift from a centralized tourism promotion model to one that is locally focused and responsive. The Mid North and Yorke regions are home to rich landscapes, heritage sites, and vibrant communities, yet they have historically lacked a unified platform to coordinate tourism development.

Key attributes of the region include:

• The Yorke Peninsula: Known for its rugged coastline, pristine beaches, and local seafood experiences.
• Clare Valley: Renowned wine region offering cellar door experiences, gourmet food, and cultural festivals.
• Southern Flinders Ranges: Offering hiking trails, geological wonders, and Indigenous cultural heritage.
• Mid North: Agricultural heartland with historic towns and growing food and wine tourism.

By coordinating marketing, infrastructure development, event support, and sustainable tourism initiatives, the Board aims to enhance visitor satisfaction and increase regional visitation and expenditure.

Focus on Sustainability and Community Benefits

Sustainable tourism is a core pillar for the Mid North and Yorke Tourism Zone. The Board’s strategies will prioritize environmentally responsible practices, preservation of natural and cultural heritage, and equitable economic opportunities for communities.

Initiatives will include:

• Supporting local businesses and operators to improve services and diversify offerings.
• Promoting eco-tourism and Indigenous tourism experiences that respect cultural values.
• Encouraging collaborative marketing campaigns highlighting off-the-beaten-path attractions.
• Enhancing infrastructure to support accessible, year-round tourism while minimizing environmental impact.

Community Engagement and Future Directions

The Board is committed to ongoing community consultation to ensure that tourism development aligns with the aspirations and needs of local residents and stakeholders. Regular engagement forums, industry workshops, and partnerships with regional councils will be integral to shaping responsive policies and programs.

Looking ahead, the Mid North and Yorke Tourism Zone will explore innovative approaches to tourism development, including digital transformation, experiential tourism, and integrated visitor services, to keep pace with evolving traveler expectations.

Conclusion

The appointment of the inaugural Board of Directors for South Australia’s Mid North and Yorke Tourism Zone is a landmark development that promises to invigorate regional tourism through local leadership, sustainable practices, and strategic collaboration. This initiative positions the Mid North, Yorke Peninsula, Clare Valley, and Southern Flinders Ranges as premier destinations offering unique, authentic experiences while fostering economic and social prosperity for their communities.

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