South Australia has a way of quietly producing some of the best food, drinks, and experiences in the country—yet many of the people behind these local brands are doing it under the radar. You might have seen their products in a small independent grocer, or heard someone mention their name in passing, but you’ve never quite made the connection.
That’s where the SA Brands and Icons Innovation Tours come in.
These tours are about taking people behind the scenes—into plants, distilleries, hothouses, bakeries, sheds, and storefronts—to meet the people doing the work, making the product, telling the story, and building the brand. You get to see what’s really going on. It’s practical, personal, and full of surprises.
And the tours aren’t just for tourists. They’re for business owners, educators, employment networks, councils, delegations, and locals who want to understand their own backyard in a whole new way.
It’s Not Just a Tour—It’s a Conversation Between Businesses
There’s something powerful about stepping onto someone else’s business and seeing what they are working on. Whether it’s a mushroom farm scaling up to meet national demand, a distillery experimenting with botanicals grown metres from the still, or a multicultural café that’s quietly become a hub for the local community—hearing these stories first-hand changes how you see the region.
For people working in tourism, food and beverage, events, education, or local government, these tours are an opportunity to see what’s happening right now, in real time. You can talk directly to the owners or founders, ask questions, see the challenges, and better understand where the opportunities lie.
You might find a new supplier, a collaborative partner, or simply a story worth sharing with your own customers or visitors. It helps you speak with more confidence and insight about your region—and it builds capacity across the business community.
What Happens on a Tour?
Each tour runs for half a day or a full day and includes multiple stops, each one selected for its story, its contribution to the region, and its potential to inspire.
You might hear from a founder about how they built their business, walk through their production space, taste something straight from the source, and browse their retail offering. It’s all relaxed, informative, and practical. No fluff, no hard sell—just open doors, real people, and honest insight.
Some stops are household names. Others you’ve never heard of. Both have something to teach us. And more often than not, it’s the lesser-known businesses that leave the strongest impression.
The tours also include short bus rides, time for informal networking, and shared tastings and drinks.
Who Are These Tours For?
This question came up early on—and it’s an important one. The answer is: it depends on the format.
Some tours are designed specifically for the business community. These are ideal for owners, operators, front-line staff, tourism and hospitality workers, and other members of the visitor economy. They give you the chance to explore your region (or another one) through a fresh lens and build relationships that can lead to new bookings, referrals, and joint initiatives.
Other tours are open to the public and perfect for people who love local food, wine, spirits, and experiences. If you’re someone who enjoys discovering hidden gems, shopping from small producers, or supporting independent businesses—you’ll feel right at home.
Then there are the custom tours—built for international delegations, government groups, educators, or regional teams wanting to explore specific industries, career pathways, or training models. These can be tailored to focus on employment, entrepreneurship, sustainability, innovation, or whatever lens suits your group’s purpose.
What’s the Bigger Picture?
All of this connects with the South Australian Tourism Commission’s new campaign, Simple Pleasures. It speaks to a shift in how people want to travel and engage. They want meaning, authenticity, and the chance to experience something real.
These tours are all about that. A chance to take time, dig deeper, and share the kinds of experiences that make people fall in love with a place—not just for its scenery, but for its stories.
When you see a family-run business explaining how they’ve built something from the ground up, or taste a product grown just metres from where you’re standing, it sticks with you. And it makes you want to tell someone else.
That’s how we grow the visitor economy—not by ticking off attractions, but by connecting people with people.
Want to Come Along or Be Featured?
If you’d like to be part of a tour—either as a stop or a participant—there are a few ways to get involved.
You can express interest in joining an upcoming public tour, propose a custom group experience, or submit your business to be featured as a tour stop here.
Visit wendyperry.com.au/tour-host to learn more, submit an EOI, or get in touch.
Let’s explore South Australia’s stories together—one stop at a time.