Towards a ‘True South Promise’
In late 2024 the South Australian Tourism Commission (SATC) and Tourism Industry Council South Australia (TICSA) embarked on a transformative co-design project facilitated by Think Human. This initiative aimed to redefine the future of tourism in South Australia by creating a distinctly South Australian tourism experience, drawing on regenerative and inclusive practices while being deeply respectful of Aboriginal culture.
The co-design process included a diverse range of participants including tourism operators, industry specialists, Aboriginal cultural custodians, community members, subject matter experts in regeneration and inclusion and key partners from the not-for-profit and government sectors.
The project involved a series of workshops and conversations designed to articulate the project’s ambition and intent, develop principles, and create draft concepts and pathways forward. Key activities included:
Co-Design Workshop: A final full-day workshop, again in partnership with Dana Shen, to consolidate key messages, themes, and tensions, and to develop draft concepts and pathways forward.
Scoping Workshop: An initial session to articulate the project’s ambition and intent, design activities, and identify key participants.
Aboriginal Foundations: A yarning circle, co-facilitated by Dana Shen from DS Consulting, a Ngarrindjeri woman and Associate of Think Human, to create a core set of principles to guide the future of Aboriginal tourism and its interface with the broader sector.
Futuring Sessions: Workshops focused on regeneration and inclusion in tourism, interweaving these complementary but distinct themes to explore new futures for South Australian tourism. The third ‘Futuring’ session was centred on tourism operators and the operationalising of the vision in the realities of running local tourism initiatives.
Mel, Paul and Dana brought a thoughtful, contemporary and deeply human-centred strategic approach. From the outset, our work felt like a partnership — values were aligned, guidance was clear, and transparency was constant.
Kathryn Galpin, Director, Policy and Projects, SATC
Achievements and outcomes
The co-design process led to several key achievements, including the development of tourism as a ‘force for good’, captured in a ‘True South’ Promise, which encapsulates the essence of what it means to visit and host visitors in South Australia. The True South Promise is built on three core elements: welcome, nourishment, and connection, all aimed at leaving a lasting legacy for all life. The work has resulted in the development of a True South Community of Practice, a space to continue the conversation, share ideas, progress pilot projects and learn from one another.
The outcomes of the co-design process include a shared vision for a distinctly South Australian tourism experience, draft resources to inspire the sector, and a commitment to ongoing cycles of work to support the sector and partners in initiating and envisioning new ways of operating. The True South Promise emphasises authenticity and distinctiveness, creating an inclusive, respectful, and enriching environment for all visitors. It aims to offer experiences that promote personal growth, feed the soul and body, and sustain both people and places.
At the heart of South Australian tourism is the belief in the interconnection of all living things, fostering a deeper appreciation for the land and its stories.You can read more about how the outcomes of this work are being taken forward by The South Australian Tourism Commission and Tourism Industry Council South Australia on pages 28-29 of the South Australian Visitor Economy Sector Plan 2030.
