AEDA-driven Project Helps Create Exciting City Tourism Experiences
City tourism operators have launched a suite of new experiences and products as part of an initiative to enhance Adelaide’s visitor offerings.
The Adelaide Economic Development Agency (AEDA)’s Tourism Accelerator Program encouraged operators to create brand new, bookable experiences that offer diversity and elevate the city experience.
AEDA selected 10 operators to take part in the program, which aimed to develop new tourism offerings for Adelaide.
The program was run in partnership with Tourism Accelerator, an organisation that supports tourism businesses in South Australia through one-on-one business coaching, and growth planning and implementation.
It resulted in the creation of 18 new experiences from successful participants including the National Wine Centre of Australia, Radelaide Tours, Handlebar Adelaide, Beyond Wellness, Lucia’s of Adelaide Central Market and Flamboyance Tours.
Walk This Way: a New Product Thanks to New Opportunity
Flamboyance Tours Owner Katina Vangopoulos developed her new ‘East End Wine Walk’ through the program, with the initiative complementing Adelaide’s burgeoning foodie scene.
It also aims to enhance the state’s food and wine focus.
"The program gave me an opportunity to branch out into new territory with my offerings,” Ms Vangopoulos said.
“An idea I've had for years was finally brought to life.”
Improving Experience Visibility to Encourage Bookings
The National Wine Centre of Australia developed several new offerings, including a Sommelier-led wine-paired high tea experience in its brand-new cellar redevelopment, and its ‘Cultural Connections’ experience with Indigenous wines and canapés inspired by local ingredients.
The centre’s experiences range from $25 to more luxurious options at $265 per person.
Tourism Manager Cassandra Wilson said exposure through the program was “invaluable”.
“(It increased) our visibility and (raised) awareness of the National Wine Centre within Adelaide’s tourism landscape,” Ms Wilson said.
“We’ve really appreciated the exposure generated through the campaign and the opportunity to connect with new audiences as part of the city’s vibrant tourism community.”
Elevating Adelaide Tourism: Enhancing Operator Success and Visitor Engagement
The AEDA Tourism Accelerator Program forms part of a wider AEDA objective to expand and enhance tourism products within the city and give visitors a reason to stay longer.
As part of the program, operators also received a fresh suite of media assets, including imagery and even a segment on the travel and lifestyle television show hello SA (run by Adelady’s Hayley Pearson and Lauren De Cesare) to help with exposure to new markets.
AEDA will now collaborate with the South Australian Tourism Commission (SATC) and other industry partners to link with trade-ready marketing activity, including at the upcoming Australian Tourism Exchange (ATE) which takes place in Adelaide in May 2026.
AEDA Tourism Industry Development Advisor Gemma Nelson said helping these businesses to create products that can be delivered globally marks another step in showcasing Adelaide’s appeal to the world.
“The AEDA Tourism Accelerator Program plays a vital role in strengthening Adelaide’s position as a must-visit destination,” Ms Nelson said.
“By amplifying the visibility of local operators and attractions, we’re fostering a more dynamic and robust visitor economy, and that’s essential to a vibrant city.”
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