About us
Thanks for popping in and saying hello!
I’m Sondra, a proud South Australian and founder of South Australia Destination Management Co. (SAdmc), established in 2024. After years working across the Flinders Ranges, Eyre Peninsula, and Adelaide, I saw a need for a destination management company dedicated entirely to showcasing our state — and decided to create it.
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My career began in aviation with Ansett Airlines and QantasLink, later moving into travel and tourism with roles at Leisure Travel, Mobile Travel Agents, and RAA. Along the way, I completed a Bachelor of Business in Tourism & Event Management at UniSA, combining practical experience with formal training.
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SAdmc brings together my passion for South Australia and my love of creating seamless, authentic experiences. Based in Adelaide, we work with trusted local partners to design unforgettable journeys — from exclusive food and wine experiences to curated corporate and incentive itineraries.
We’re a small, dedicated team who value connection, quality, and genuine hospitality (often with Winnie the Wonderdog close by). Whether you’re a solo traveller, a family, or part of a business event, we’ll help you discover the real South Australia — through experiences that inspire, connect, and leave a lasting impression.
I'm passionate about creating authentic, people-centred travel and event experiences that connect your visitors with South Australia's heart and soul. My passion for authentic travel experiences has shaped my decade-long career in tourism, events, and destination marketing — whether through digital storytelling, visitor services, or event coordination. At its heart, my work is about one thing: helping travellers discover the real South Australia.
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Before joining SAdmc, I collaborated with regional tourism organisations, local councils and visitor centres, developing deep expertise in how to create meaningful connections between visitors and destinations. Now, as Operations & Marketing Manager, I combine creative vision with operational excellence to design itineraries, curate events, and build partnerships that reflect SAdmc's core values: quality, authenticity, and genuine connection.
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A recent twelve-month adventure travelling around Australia gave me fresh insights into regional tourism and reinforced my belief in the transformative power of authentic experiences. I bring that perspective to everything I do at SAdmc — helping visitors see South Australia not as tourists, but as travellers discovering a place through local eyes.
Sondra Stewart - Director
Helen Davies — Operations & Marketing Manager