Two of the Adelaide Hills’ most recognisable business figures will lead the region’s tourism body into its next chapter, as long-term funding is secured to support the visitor economy through to 2030.
Beerenberg Farm executive Sally Paech has been appointed chair of Adelaide Hills Tourism, after previously serving as deputy chair, while CABN founder Michael Lamprell will step into the deputy chair role.
The appointments place the leaders of two prominent South Australian tourism businesses at the head of the region’s peak tourism organisation.
Paech is the Executive Director of Family Governance and Community Partnerships at Beerenberg, the Hahndorf family business whose products are now sold across 23 countries.
She has played a major role in Beerenberg’s development, including its rebrand and the transformation of its farm shop into a major Adelaide Hills visitor attraction welcoming more than 300,000 people each year.
Paech also oversees the Beerenberg Community Grants Program, which supports the conservation of Hahndorf’s heritage. She is a former chair and current board member of Variety SA and chairs the newly established Hahndorf History and Heritage Association.
“I am honoured to lead this volunteer board at such an exciting time of opportunity for our region,” Paech said.
“We remain committed to championing our local operators and ensuring our region continues to thrive as a premier destination for visitors.”
Lamprell founded CABN, the South Australian company known for its sustainable, off-grid accommodation in regional locations.
His experience in nature-based accommodation, wellness tourism and encouraging visitors to spend more time exploring regional areas will support Adelaide Hills Tourism’s efforts to increase overnight stays.
Before launching CABN, Lamprell spent almost two decades running a strategic sales and marketing company.
The pair will succeed outgoing chair James Sellers, who is retiring from Adelaide Hills Tourism after seven years on the board, including two years as chair.
Sellers joined the organisation while serving as general manager of Woodhouse Adventure Park and continued his involvement after becoming chief executive officer of Scouts SA.
The leadership announcement coincides with confirmation that Adelaide Hills Council and Mount Barker District Council have committed to funding Adelaide Hills Tourism for another four years.
The agreement will provide the organisation with financial certainty through to 2030, allowing it to develop longer-term campaigns, partnerships and industry programs rather than relying on shorter funding cycles.
The South Australian Tourism Commission has also confirmed continued funding through to 2028. That support will focus on developing new visitor experiences, building the skills of tourism operators and encouraging greater collaboration across the region.
Adelaide Hills Tourism is a not-for-profit organisation governed by a volunteer, skills-based board.
It works with accommodation providers, wineries, restaurants, attractions, tour operators and other tourism businesses to promote the region, improve visitor experiences and advocate for the local industry.
The board has also released a summary of its Strategic Direction 2026–2030, outlining how it plans to grow tourism while keeping the region’s visitor economy sustainable, collaborative and resilient.
The strategy will guide the organisation as it works to strengthen the Adelaide Hills’ profile, support local operators and encourage visitors to explore more of the region and stay longer.
