Adelaide Economic Development Agency
Visitor Economy Guiding Framework
In February 2024 we delivered the Adelaide Visitor Economy Guiding Framework in collaboration with the Adelaide Economic Development Agency (AEDA). The Framework established a clear vision and strategic foundation for future tourism initiatives in the City and was later incorporated into the Agency’s Strategic Plan.
Approach
In order to gain a deep understanding of the current state of play in the City, we conducted 16 in-depth interviews with key tourism stakeholders, including AEDA and City of Adelaide staff and Board Members, State Government representatives, relevant membership organisations and major CBD tourism operators. These discussions focused on identifying Adelaide's tourism potential, target markets, and key challenges to address in the framework. Our analysis, combined with a comprehensive review of AEDA’s existing strategies, tourism and economic data points and relevant global trends, resulted in an Issues and Opportunities Paper, which outlined seven critical focus areas for driving tourism growth.
Framework Delivery
Following the delivery of the Issues and Opportunities Paper, we developed the Adelaide Visitor Economy Guiding Framework, highlighting six core focus areas aligned with the city’s destination strengths and broader Statewide goals. Further, we scoped seven priority projects designed to position AEDA for long-term success in sustainably growing the visitor economy in collaboration with industry and the community.
Strategic Insights
- Stakeholder Alignment as a Catalyst for Growth
Engaging a wide range of stakeholders—from local industry leaders to government bodies—proved essential in building a collaborative, unified vision for Adelaide’s tourism future. - Agile Strategic Planning
The Framework’s flexible design enables AEDA to be responsive to the ever-changing tourism landscape. This generative approach ensured that AEDA can swiftly adapt plans to evolving market dynamics while maintaining strategic coherence. - Incorporation of a Positive Impact Mindset
As tourism is such a multifaceted industry which has many touchpoints, a key focus area was underpinned by the need to steward and adopt a positive impact (regenerative) mindset. This strategic focus ensures AEDA remains at the forefront of contemporary tourism discussion and can lead the change that is required in the industry into the future.
Key Outcomes
- Clear Strategic Vision: The Framework provided a structured yet adaptable roadmap, empowering AEDA to capitalize on emerging opportunities.
- Stakeholder Engagement: Strong collaboration fostered industry-wide alignment, crucial for long-term success.
- Actionable Focus Areas: The seven key projects positioned AEDA to take decisive steps toward growth in Adelaide’s visitor economy.
Our timeline was tight and I was impressed with their ability to get a high standard strategic project such as our framework completed from start to finish in a short timeframe
AEDA engaged the Tourism Collective to prepare a framework for the development of Adelaide’s visitor economy. Their understanding of the brief, engagement with stakeholders and their own strategic insights resulted in a document that provided clear direction backed by strong rationale, actionable tasks and identification of priority projects. Of particular note was the way in which they understood the implications of global tourism trends on local operators and the opportunities and risks those trends present for the City. Our timeline was tight and I was impressed with their ability to get a high standard strategic project such as our framework completed from start to finish in a short timeframe