Tools and Resources

The Kangaroo Island Ambassador Program supports businesses to build skills and capacity in the workforce and builds fundamentals to becoming a customer service champion.

KITA Members receive discounted access to the Program. If you are not a member, then consider joining here.

To access the Ambassador Program, use the link below.

TOURISM IS A KEY CONTRIBUTOR TO ECONOMIC GROWTH AND DEVELOPMENT ON KANGAROO ISLAND.

The Tourism Optimisation Management Model (TOMM) was developed to monitor the effect of tourism on Kangaroo Island from a variety of perspectives (including environmental, economic, socio-cultural, and visitor experience) in the interests of both residents and visitors.

The model is a community-based initiative responsible for monitoring and managing the long-term sustainability of tourism on the Island. The initiative is overseen by a Management Committee with support and representatives from the community, industry, and Government agencies.

At the core of TOMM is a practical set of indicators that monitor tourism on Kangaroo Island. These indicators measure changes in the economic, environmental, socio-cultural, and experiential environments.

Through the TOMM program, the TOMM Committee conducts two different surveys, a Visitor Exit Survey that is conducted annually and a Resident Survey that is conducted every two years.

One of the strengths of the TOMM surveys is capturing trend over time and telling us what ‘is’ happening rather than what industry and residents ’think’ is happening.

Visitor Exit Survey 2024/2025

Resident Survey

The latest Kangaroo Island Resident Survey has provided valuable insights into how local residents view tourism and its impact on the Island community.

Conducted in October and November 2025 by McGregor Tan Research as part of the Tourism Optimisation Management Model (TOMM), the survey gathered responses from 413 Kangaroo Island residents through a mix of online and phone interviews. The research continues a long-standing monitoring program tracking community sentiment toward tourism and its impacts on the Island.

The results provide an important snapshot of community perceptions and help guide how industry, government and the community need to work together to manage tourism sustainably.

Context and interpretation of results

While the 2025 Resident Survey confirms the continued importance of tourism to Kangaroo Island, it also highlights some emerging concerns that require careful attention.

The Tourism Optimisation Management Model (TOMM) Committee has noted that a number of key indicators have been trending downward over time, with several measures sitting below their preferred or acceptable ranges.

These shifts are not considered immediate risks, but they are important early signals that community perceptions of tourism, particularly in relation to quality of life, environmental balance and tourism management, are softening.

In response, the TOMM Committee has taken a more detailed approach to analysing the 2025 results. This has included the introduction of additional qualifying questions and deeper analysis of the data to better understand the drivers behind these trends.

This work is focused on identifying:

• where community expectations are not being met
• which aspects of tourism are creating concern or pressure
• and where there are opportunities to improve how tourism is planned, communicated and managed

This more detailed analysis will support industry, government and the community to move beyond the headline results and focus on practical, targeted responses.

Importantly, the findings reinforce the value of TOMM as an early warning system, enabling Kangaroo Island to take a proactive and informed approach to managing tourism and maintaining the balance between economic, environmental and community outcomes.

Key themes from the 2025 Kangaroo Island Resident Survey

The 2025 Resident Survey provides important insight into how the Kangaroo Island community views tourism and its impacts on Island life. The results highlight both the value residents place on the visitor economy and areas where stronger communication, planning and collaboration are required.

Seven key themes emerged from the research which will help guide future tourism planning and management on Kangaroo Island.

1. Tourism remains a critical economic contributor

Residents continue to recognise the importance of tourism to the Island’s economy and the role it plays in supporting businesses and employment.

71% valued the tourism industry, with more than half of general businesses receive some income from tourism, while 41% of tourism businesses reported improved financial performance.

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

These findings reinforce tourism’s role as a cornerstone of the regional economy and a key contributor to the sustainability of local businesses and services.

What this means for industry

The focus will remain on strengthening the visitor economy while ensuring tourism growth continues to support businesses across multiple sectors including accommodation, hospitality, retail, agriculture, food and beverage, and visitor experiences.

2. Community support for tourism remains positive but has softened

While a majority of residents continue to view tourism positively, the survey indicates that community sentiment has softened compared with previous years.

In 2025, 63% of residents believe tourism has a positive influence on the Kangaroo Island community.

However, only 39% believe tourism has a positive impact on their personal quality of life.

This suggests that while residents recognise the importance of tourism for the Island overall, the benefits are not always felt equally at an individual level.

What this means for industry

Ensuring tourism continues to deliver benefits for the broader community will remain important. This includes supporting local employment, encouraging visitor dispersal across the Island, and strengthening connections between tourism and community outcomes.

3. Protecting the Island lifestyle and environment remains a priority for residents.

The Island’s lifestyle, natural environment and sense of place remain central to how residents perceive tourism. 77% of residents consider themselves ambassadors for the Island.

More than half of residents (55%) agree that tourism does not reduce their sense of a peaceful and secure lifestyle, however this result remains slightly below the preferred benchmark.

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

We heard through verbatims that there is are concerns around environmental damage from tourism and development, and that visitor behaviour is not well managed.

These results reinforce that the qualities which make Kangaroo Island unique, including its natural landscapes, wildlife and relaxed lifestyle, must remain central to visitor management.

What this means for industry and the island more generally.

Destination stewardship will remain a core focus, ensuring tourism development respects environmental values, protects natural assets and maintains the lifestyle that residents value.

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

The survey results indicate that many residents do not clearly see how tourism contributes to improved infrastructure or services.

Only 45% of residents believe tourism leads to better infrastructure and services, and just 25% believe tourism results in more services than comparable regional areas.

These results highlight an opportunity to better demonstrate how visitor activity contributes to regional investment, services and economic sustainability.

What this means for industry

There is a need for stronger communication about how tourism supports regional infrastructure, community services and broader economic outcomes.

5. Residents want greater visibility and involvement in tourism planning

One of the most encouraging findings from the survey is that residents remain willing to engage in discussions about tourism.

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

However, only 40% feel they have sufficient information available to be well informed about the direction of tourism on the Island.

These findings highlight a clear opportunity to strengthen communication and transparency around tourism planning and management.

What this means for industry

Improving communication with the community and creating opportunities for residents to participate in tourism discussions will remain important as the sector continues to evolve.

6. Balancing tourism growth with environmental protection is a key concern

The survey indicates that residents remain cautious about how tourism growth is balanced with environmental protection.

Only 35% of residents believe Kangaroo Island is currently achieving the right balance between economic gains from tourism and protection of the environment.

Similarly, only 25% feel tourism development is occurring in line with community values for the Island.

31% believe that partnerships between conservation and tourism is improving.

We heard through the verbatims that profits aren’t benefiting locals or conservation, and that the existing systems or infrastructure can’t handle the tourism pressure.

These results reinforce the importance of sustainable planning and careful management of tourism growth.

What this means for industry

Ensuring tourism growth is aligned with environmental protection and community values will remain central to future destination management initiatives.

7. Awareness of TOMM remains moderate and comprehension of the utility and benefits of the TOMM data is low.

The Tourism Optimisation Management Model (TOMM) continues to provide a long-term framework for monitoring tourism impacts on Kangaroo Island.

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

However, only 41% believe the program benefits the community.

This suggests there is an opportunity to better communicate the role TOMM plays in monitoring tourism impacts and guiding decision making.

What this means for industry

Improving community understanding of how TOMM supports sustainable tourism management will be an important focus moving forward.

Working together for Kangaroo Island

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

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

The findings from the 2025 Resident Survey provide valuable insights that will help guide future planning and decision making. They will inform ongoing work through the Kangaroo Island Destination Management Plan and other regional initiatives focused on managing tourism sustainably and ensuring it continues to deliver benefits for the Island.

By listening to community feedback and drawing on evidence from programs such as TOMM, industry, government and the community can continue working together to strengthen Kangaroo Island’s visitor economy while protecting the values that define Island life.

Next steps

The survey results are being shared with industry, government partners and the broader community to help inform future priorities and actions, you can find the full report below.

The TOMM Committee will continue working closely with the South Australian Tourism Commission, Kangaroo Island Tourism Alliance, the Department for Environment and Water, Kangaroo Island Council, industry stakeholders and community to strengthen communication, support sustainable tourism growth and ensure resident perspectives remain central to tourism planning.

Residents and businesses are encouraged to stay engaged and continue sharing their insights as Kangaroo Island shapes the future of its visitor economy.

If you have any queries related to the TOMM Resident Survey, please do not hesitate to contact us.

2025 TOMM Resident Survey