Council’s visitor servicing model supports evolving visitor needs
Following the closure of the Adelaide Hills Visitor Information Centre (AHVIC) in January 2024, the council implemented a new, multi-platform model to support information access for tourists. While some local businesses have raised concerns about the absence of a physical visitor centre, current data shows that visitation and spend in the Hahndorf region have remained consistent.
Luke Gray, Manager Strategic Projects and Economic Development, said the new approach is focused on providing information in a way that reflects how people travel today.
“Visitor servicing is no longer about one building. It’s about making sure people can access information when and where they need it—whether that’s online, on the street, or through a conversation with a local business owner,” Mr Gray said.
The current model includes printed brochures, in-location signage, and digital tools, including the Hahndorf Digital Guidebook, launched in November 2024. The web-based platform requires no downloads or sign-ins and is available in over 100 languages. It includes search functionality, location-based navigation, and offline access after initial loading.
“Since launching the guidebook, we’ve seen steady growth in use and positive feedback from businesses and visitors,” Mr Gray said. “It’s a tool that helps people find what they need quickly and clearly, and it complements the local knowledge offered by Hahndorf’s traders.”
To further strengthen accessibility, Council has installed QR code signage along the main street. Council is also developing wayfinding totem posts, which may feature maps, historical content and QR codes to link through to digital resources. In addition, a new historical map is being created to highlight heritage buildings and the Pioneer Women’s Trail.
Future initiatives under consideration—pending funding and partnerships—include on-street guides during peak times, in-location ambassadors, and interactive digital displays.
While there are no current plans to reinstate a traditional bricks and mortar visitor centre, Mr Gray said the council is committed to listening and responding to input from the visiting public and our community.
“We’re continuing to collect data, meet with traders, and review our approach. Feedback is a vital part of that process,” he said.
Carolyn Cattrall, Chair of the Hahndorf Business and Tourism Association and owner of local store Storison, said most visitors now prefer personal interaction and real-time recommendations.
“The model that was running at the time of the VIC closure was not working, it serviced a very low number of the million visitors that we receive each year,” Ms Cattrall said.
“Visitors want to ask the person behind the counter where they like to go for a coffee or a famous pretzel. Which winery would you recommend? The great joy of being a trader in our beautiful village is that we all get to be an advocate, a storyteller and creator of a unique experience for those visiting.
Ms Cattrall said her experience with visitor enquiries has remained consistent since the shift.
“In my experience, behind the counter of my store, I have not had an increase or decrease in the number of enquiries made of me. The biggest question is still ‘Where is the toilet?”
She also welcomed the support provided through the council’s Tourism and Business Development Officer.
“The creation of a Tourism and Business Development Officer has been a very welcome addition to the council. The role has led to the implementation of a wide range of improvements for the visitor experience and has been an amazing support to business owners not just in Hahndorf but the wider district.”
The council will begin expanding the model started in Hahndorf to other towns across the district, starting with Macclesfield. Mr Gray said the aim is to build a consistent and scalable visitor experience across the region.
“This is about giving people the tools they need—wherever they are—to enjoy their visit and connect with our towns, our stories, and our people,” he said.
