Tourism Optimisation Management Model

Using evidence to guide tourism on Kangaroo Island

Tourism is a significant contributor to Kangaroo Island’s economy, supporting local businesses, employment and essential services.

The Tourism Optimisation Management Model, known as TOMM, helps Kangaroo Island understand and manage the effects of tourism across four key areas:

  • the economy
  • the environment
  • the community
  • the visitor experience

TOMM provides industry, government and the community with trusted, long-term data to support informed planning and sustainable destination management.

How TOMM works

TOMM is a community-based initiative overseen by a Management Committee with representatives from industry, government agencies and the Kangaroo Island community.

At the centre of TOMM is a practical set of indicators that track changes in tourism’s economic, environmental, social and visitor impacts.

The program conducts two primary surveys:

  • an annual Visitor Exit Survey
  • a Resident Survey conducted every two years

One of TOMM’s greatest strengths is its ability to identify trends over time. Rather than relying on assumptions, the surveys provide evidence of what is happening across the Island and how attitudes, experiences and impacts are changing.

Visitor Exit Survey

The annual Visitor Exit Survey gathers information about the visitor experience, including travel behaviour, satisfaction and perceptions of Kangaroo Island.

Each year, survey participants can enter a draw to receive $500 worth of Kangaroo Island produce. Participants must provide their name and email address when completing the survey to be eligible.

Congratulations to the 2026 prize winner, K Bonnett from Kirribilli, New South Wales.

TOMM Visitor Exit Survey 2024 - 2025
Results

Visitor Exit Survey User Guide

Using visitor insights to support stronger decisions for Kangaroo Island

Resident Survey

The Kangaroo Island Resident Survey provides valuable insight into how local residents view tourism and its impact on the Island community.

The latest survey was conducted in October and November 2025 by McGregor Tan Research. A total of 413 residents participated through online and telephone interviews.

The survey is part of TOMM’s long-term monitoring program and provides an important snapshot of community sentiment. The findings help guide how industry, government and the community can work together to manage tourism responsibly.

Understanding the 2025 results

The 2025 Resident Survey confirms that tourism remains important to Kangaroo Island. It also identifies emerging concerns that require attention.

Several indicators have been trending downward over time, with some now sitting below their preferred or acceptable ranges. These results are not considered immediate risks, but they provide important early signals that community perceptions are softening in areas such as:

  • quality of life
  • environmental protection
  • tourism planning and management
  • alignment with community values

The TOMM Committee has undertaken more detailed analysis of the 2025 results, including additional qualifying questions, to better understand what is driving these trends.

This work is focused on identifying:

  • where community expectations are not being met
  • which aspects of tourism are creating pressure or concern
  • where tourism planning, communication and management can be improved

This deeper analysis will help industry, government and the community move beyond the headline results and develop practical, targeted responses.

The findings also reinforce TOMM’s value as an early warning system, supporting a proactive and evidence-based approach to managing tourism.

Key themes from the 2025 Resident Survey

Seven key themes emerged from the research. Together, they provide direction for future tourism planning and destination management on Kangaroo Island.

Tourism remains a critical economic contributor

Residents continue to recognise tourism’s importance to the Island economy and its role in supporting local businesses and employment.

Seventy-one per cent of residents value the tourism industry. More than half of general businesses receive some income from tourism, while 41 per cent of tourism businesses reported improved financial performance.

Tourism contributes approximately $197 million to the Kangaroo Island economy and supports around 1,000 jobs.

What this means

The focus must remain on strengthening the visitor economy while ensuring tourism continues to benefit businesses across accommodation, hospitality, retail, agriculture, food and beverage, transport and visitor experiences.

Community support remains positive, but has softened

Most residents continue to view tourism positively, although overall sentiment has declined compared with previous years.

In 2025, 63 per cent of residents said tourism has a positive influence on the Kangaroo Island community.

However, only 39 per cent said tourism has a positive impact on their personal quality of life.

This suggests that while residents recognise tourism’s broader value, its benefits are not always felt equally at an individual or household level.

What this means

Future planning should focus on ensuring the benefits of tourism are shared more broadly across the community. This includes supporting local employment, encouraging visitor dispersal and strengthening the connection between tourism activity and community outcomes.

Protecting Island life and the environment remains a priority

Kangaroo Island’s lifestyle, natural environment and sense of place remain central to how residents assess tourism.

Seventy-seven per cent of residents consider themselves ambassadors for the Island.

Fifty-five per cent agree that tourism does not reduce their sense of a peaceful and secure lifestyle, although this result remains slightly below the preferred benchmark.

Residents also continue to value their ability to access natural areas and enjoy the Island without overcrowding.

Written feedback raised concerns about environmental damage, development pressure and the management of visitor behaviour.

What this means

Destination stewardship must remain central to tourism planning. Development and visitor management should protect the Island’s natural assets, wildlife, landscapes and the lifestyle residents value.

Tourism’s contribution to infrastructure and services is not always visible

Many residents do not clearly see how tourism contributes to improved infrastructure or services.

Forty-five per cent believe tourism leads to better infrastructure and services.

Only 25 per cent believe tourism results in more services than those available in comparable regional areas.

What this means

There is a need to better communicate how visitor activity supports regional investment, local services, infrastructure and broader economic sustainability.

Residents want greater visibility and involvement

Residents remain willing to participate in discussions about tourism.

Sixty-two per cent said they take opportunities to provide input into tourism planning when possible.

However, only 40 per cent feel they have enough information to be well informed about the direction of tourism on Kangaroo Island.

What this means

Clearer communication, greater transparency and more opportunities for community participation will be important as tourism planning continues to evolve.

Balancing growth with environmental protection is a key concern

Residents remain cautious about whether tourism growth is being balanced with environmental protection.

Only 35 per cent believe Kangaroo Island is achieving the right balance between the economic benefits of tourism and protection of the environment.

Twenty-five per cent believe tourism development is occurring in line with community values.

Thirty-one per cent believe partnerships between tourism and conservation are improving.

Written feedback also raised concerns that tourism profits are not always benefiting local communities or conservation, and that existing systems and infrastructure may not be equipped to manage increasing visitor pressure.

What this means

Tourism growth must be carefully managed and aligned with environmental protection, infrastructure capacity and community expectations.

Awareness of TOMM is moderate, but understanding remains limited

TOMM has provided a long-term framework for monitoring tourism impacts on Kangaroo Island.

The 2025 survey found that 68 per cent of residents are aware of TOMM.

However, only 41 per cent believe the program benefits the community.

This indicates that greater effort is needed to explain how TOMM data is used and how it supports decision-making.

What this means

Improving understanding of TOMM, its findings and its role in destination management will be an important focus.

TOMM Resident Survey 2025
Results

Working together for Kangaroo Island

Tourism remains a cornerstone of Kangaroo Island’s economy and community wellbeing. It supports local jobs, sustains small businesses and contributes to services and infrastructure across the Island.

At the same time, the Island’s long-term success as a destination depends on protecting what makes it special: its natural environment, wildlife, lifestyle and strong sense of community.

The 2025 Resident Survey provides valuable evidence to guide future planning. Its findings will inform the Kangaroo Island Destination Management Plan and other regional initiatives focused on managing tourism sustainably.

By listening to residents and drawing on reliable data, industry, government and the community can work together to strengthen the visitor economy while protecting the values that define Island Life.

Next steps

The survey findings are being shared with industry, government partners and the broader community to inform future priorities and actions.

The TOMM Committee will continue to work with the South Australian Tourism Commission, Kangaroo Island Tourism Alliance, Department for Environment and Water, Kangaroo Island Council, industry stakeholders and the community.

This work will focus on:

  • strengthening communication
  • supporting sustainable tourism development
  • improving understanding of tourism’s impacts
  • ensuring resident perspectives remain central to planning

Residents, businesses and industry stakeholders are encouraged to remain involved and continue sharing their insights as Kangaroo Island shapes the future of its visitor economy.

For enquiries about TOMM or the Resident Survey, please contact us.

Other Data Sources

Further data sources regarding Kangaroo Island tourism can be found with the South Australian Tourism Commission, which includes:

  • the Value of Tourism report
  • Regional Profile