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In February 2020 Southern Barossa businesses came together at a meeting at Chateau Yaldara to discuss ways to improve tourism to the region and to elect a committee to be the “voice” for the businesses in the region.

Businesses in the hidden gem of the Barossa – its Southern region – banded together to look at and develop strategies designed to increase the numbers of tourists visiting the region. This followed the development of the M2 Motorway and the sealing of Gomersal Road which provides a long sought-after improved road link to the Barossa.

The meeting resulted in a lively discussion of marketing and promotional activities – and how staff at local wineries, cellar doors and other businesses can be given increased knowledge to ʻcross promoteʼ the Southern Barossa.

The effect of bushfires in the Adelaide Hills and Kangaroo Island was noted and the impending effect of the Corona Virus on international tourism was also discussed – effects which the group felt will have impacts on Barossa tourism visitations without strong and visible regional attractions promoted intra-state and interstate.

Attending the meeting was the Deputy Chair of the Southern Barossa Alliance, Steve Balch, who said the SBA had long been trying to encourage local businesses to join together to give a bigger ʻvoiceʼ to local tourist issues.

“The SBA both in the past and the present have been seeking support to bring out the best in local businesses, but frankly those efforts have been ʻhit-and-missʼ,” Mr Balch said.

“Meetings like this give the SBA fresh impetus to bring all businesses in the Southern Barossa together to collaborate on advocacy, business development and community growth, to take advantage of the exciting times ahead.

“With the opening of the Warren and South Para reservoirs to ʻadventure tourismʼ, the Southern Barossa is ideally placed to increase visitations by intra-state and interstate tourists as they restrict international travel as a result of the Coronavirus.

“This will likely increase business not only to our wineries but to accommodation providers, restaurants and businesses generally.”

Mr Balch said the SBA will be taking a lead role in facilitating a new Southern Barossa Business Committee, which would sit under and draw administrative advantage from the SBA which is recognised by Local and State governments as an accredited and insured entity.

“The SBA will be moving quickly to capitalise on this renewed interest in business promotion, and we will be inviting other Southern Barossa businesses to join in with this new push.

“This is a fresh start for Southern Barossa tourism, and we believe Southern Barossa businesses will be ʻahead of the curveʼ given the issues which will confront all Australian tourism in the months ahead.” Mr Balch said.

The election of the inaugural Southern Barossa Business Group (SBBG) committee saw Steve Balch elected as its Chair. The committee which has meet monthly since its foundation has lobbied for a range of issues important to the Southern Barossa including road sealing, development of the regional tourism map, signage and council and government support for initiatives in our area.

The SBBG committee has been active with regular member “Business at Sunset” events and also in 2023 held the inaugural Southern Barossa business awards, an initiative that was both very well supported by the general community and very well supported by businesses.