South Australian Tourism Commision
South Australia is home to over 5,000 regional tourism operators, contributing 40% of the state’s visitor revenue. To strengthen and grow this vital sector, the South Australian Regional Visitor Strategy was developed to unite regions and peak agencies in a shared vision for tourism.
In both 2018 and 2021, I collaborated with tourism strategist Droga & Co. to design a 60-page strategy that aligned with the South Australian Tourism Commission’s branding while maintaining a distinct identity for each of the 11 regional areas. The goal was to create a document that stakeholders could truly embrace as their own.
Beyond the design, I championed the inclusion of key regional insights, pairing essential facts with custom illustrations to showcase each region’s unique events and attractions. This approach brought the strategy to life, making it an engaging and valuable resource for regional stakeholders.
“Highly readable, the data is presented beautifully and it’s got plenty of substance which is easy to grasp.”
– South Australian Tourism Commission
“I don’t think we’ve had such positive feedback on a strategy document that I can recall.”
– South Australian Tourism Commission
©Kim Ferguson 1994-2025 | We pay our respects to First Nations knowledge holders and recognise the lands on which we live, work, travel and learn. | Yuin + Bidwell