Adelaide Festival Centre CEO’s Vision to Shape the Future of Arts and Tourism in South Australia, Driving New Opportunities for Local Growth

Published on November 20, 2025

Adelaide’s Festival Centre has long been a symbol of cultural vibrancy, showcasing some of the most celebrated and diverse performances in Australia. In a city renowned for its thriving arts scene, the new CEO of the Adelaide Festival Centre is poised to guide the institution through a pivotal time of transition, development, and expansion. Under her leadership, the Centre is not only looking to enhance its cultural offerings but also positioning itself as a beacon of arts and tourism for both locals and visitors.

Having grown up in an environment steeped in arts and culture, this new CEO brings with her a unique perspective and a vast wealth of experience from across Australia’s arts landscape. Her journey from the daughter of an arts administrator to the CEO of one of South Australia’s most prestigious institutions showcases the deep connection between theatre, arts administration, and tourism.

A Unique Journey from Brisbane to Adelaide: Connecting Arts with Tourism

The CEO’s background is deeply intertwined with the world of the arts, as her father was the founding director of the Queensland Performing Arts Centre (QPAC) and later became the director of the Brisbane Festival. This unorthodox upbringing not only allowed her to witness the growth of Australia’s arts industry but also exposed her to a wide array of arts and culture from a young age. As the CEO of the Adelaide Festival Centre, she now leads an institution that’s central to Adelaide’s growing reputation as Australia’s arts capital, influencing both local and international tourism.

The CEO’s early exposure to the industry has shaped her vision for the future of the Adelaide Festival Centre and its role in bolstering tourism in South Australia. While the Adelaide Festival and Fringe Festival have long been major tourism draws, the Centre’s role is to continuously innovate and create new opportunities for both artists and audiences. This involves not only offering world-class performances but also ensuring that the Centre is integrated with broader tourism strategies to attract visitors from across the globe.

Her vision for the future of the Centre is rooted in creating diverse cultural experiences that will continue to attract international tourists, while also strengthening the Centre’s role as a key cultural institution for South Australians. The aim is to drive tourism growth while ensuring the Centre remains a place of inclusivity, artistic excellence, and community engagement.

A Day in the Life: Leadership, Vision, and Strategic Development

In her daily routine, the CEO embraces a hands-on approach to her leadership, constantly moving between meetings, development projects, and arts events. Her workday begins early, with the occasional swim before heading to her office, where she is often met with a series of back-to-back meetings, covering everything from business planning to curating the next big arts project. Despite the high demands of the role, the CEO remains actively engaged with the artistic and administrative teams, taking the time to learn from them and ensure alignment with her overarching vision for the Centre’s future.

The CEO’s role isn’t just about managing day-to-day operations; it’s about laying the groundwork for long-term success, ensuring that the Centre not only remains a cultural hub but becomes a dynamic space that attracts visitors year-round. As the Adelaide Festival Centre undergoes strategic redevelopment and renovations, this includes forging partnerships with national and international organisations, as well as supporting local artists and performers. She believes that the Centre’s redevelopment is an opportunity to redefine the city’s cultural offering, making it a destination for arts tourism that will appeal to people of all backgrounds and interests.

Her role also includes collaborating closely with local councils, the tourism sector, and other arts institutions to ensure that the Centre’s events are part of a broader cultural strategy that highlights Adelaide’s strengths as a destination for arts and culture. Through these collaborative efforts, the Adelaide Festival Centre seeks to remain competitive on the national and international stages, ensuring that Adelaide’s arts scene continues to influence the broader Australian and global tourism landscape.

Adelaide’s Role in the National Arts and Tourism Conversation

While other states and cities across Australia, such as Brisbane, Melbourne, and Tasmania, continue to invest heavily in arts and tourism initiatives, Adelaide is determined to maintain its competitive edge. The city’s arts culture is its identity, and the new CEO is steadfast in ensuring that Adelaide remains the centre of the national arts conversation.

Through strategic planning, arts investment, and collaboration with key partners in tourism, Adelaide aims to strengthen its reputation as the arts capital of Australia. This ambition is not without challenges, as cities like Brisbane and Melbourne are rapidly developing and seeking to expand their own cultural and tourism footprints. As such, the CEO’s focus remains on promoting Adelaide’s unique cultural identity—one that celebrates both heritage and contemporary arts—to continue drawing audiences from across Australia and beyond.

The challenge is to ensure that Adelaide maintains its cultural relevance while continuously evolving. With the upcoming renovation of the Festival Centre, the CEO is committed to ensuring that the space becomes a cultural hub that welcomes international visitors, offering immersive experiences that highlight Adelaide’s artistic talent and its vibrant tourism scene. This vision will keep the city in the spotlight, attracting international events, festivals, and exhibitions that will continue to boost the city’s reputation as an arts destination.

Reinventing South Australia’s Arts and Tourism Landscape

As the new CEO of the Adelaide Festival Centre, she recognizes the importance of remaining adaptable and forward-thinking in a rapidly changing global landscape. While Adelaide’s arts scene has a rich legacy, the Centre’s future is about positioning the city as an arts tourism leader, one that integrates performing arts, visual arts, and cultural tourism into a seamless experience. This involves continuously innovating to attract international performances, exhibits, and festivals that may not otherwise make their way to Adelaide, while still maintaining a local focus that highlights the region’s rich artistic talent.

The CEO’s commitment to cultural development and tourism innovation aims to create a lasting impact on South Australia’s arts landscape. By embracing digital platforms, collaborating with international partners, and ensuring that Adelaide Festival Centre’s programming remains diverse, relevant, and accessible, the CEO envisions a Centre that is a vital player in both the local arts community and the global tourism circuit. With a commitment to excellence and inclusive programming, she hopes to strengthen South Australia’s arts tourism ecosystem for years to come.

Cultural Leadership and Impact on Tourism

One of the most compelling aspects of this CEO’s leadership is her understanding that the arts and tourism are not separate entities—they are inextricably linked. Cultural tourism is one of the fastest-growing sectors of the global tourism industry, and Adelaide’s arts institutions, such as the Festival Centre, are key players in this expansion. By nurturing the relationship between cultural activities and tourism experiences, she is paving the way for Adelaide to become a top-tier destination for art lovers, performers, and international visitors alike.

Her leadership in this area goes beyond managing the Centre’s operations; it is about creating a vision for the future, one that allows the Centre to evolve with the times while maintaining its status as an iconic institution in the global arts and tourism landscape. By fostering collaborations with local businesses, institutions, and governments, she is helping to solidify Adelaide’s position as a world-class destination for cultural tourism and arts experiences.

In the years to come, the Adelaide Festival Centre under her leadership will continue to evolve and grow, attracting both local audiences and international tourists. The Centre’s strategic direction, which will unfold more fully by 2026, aims to be a dynamic arts hub, integrating performances, festivals, and art installations into a cohesive cultural offering that resonates with both Adelaideans and global visitors. As the city’s cultural heartbeat, the Centre will undoubtedly be at the forefront of South Australia’s tourism and cultural renaissance.

Conclusion: A Future of Arts and Tourism Synergy in Adelaide

With her wealth of experience, deep passion for the arts, and commitment to cultural innovation, the CEO of the Adelaide Festival Centre is poised to lead the Centre into an exciting new chapter. By investing in arts programming, fostering community engagement, and enhancing South Australia’s arts tourism industry, she is ensuring that Adelaide remains at the forefront of Australia’s cultural map.

Through her leadership, the Centre will not only continue to be a cultural destination for locals but will also become a major draw for international visitors, ensuring that Adelaide’s arts scene remains a vital and thriving part of the global tourism industry.