What is KI TOMM?

The Tourism Optimisation Management Model (TOMM) is a community-based sustainable tourism management model responsible for monitoring the long term health of the tourism industry and of Kangaroo Island.

In 1996, as a result of a dramatic rise in visitors with the introduction of a fast ferry service, Kangaroo Island established TOMM. This innovative destination management model is aimed at monitoring and communicating the health of tourism on the Island quantitatively and qualitatively to community, industry and management agencies and ensure appropiatte managament acions are taken.

TOMM works on attitudinal and cultural change within the tourism industry and its stakeholder base, as well as generating tangible evidence that the viability of the industry is dependent upon the quality of the visitor experience it generates, and the condition of the natural, cultural and social resources upon which it relies.

TOMM develops and initiates a range of monitoring programs based upon a series of indicators covering:

• the health of the environment;
• the number and type of tourists visiting;
• the health of the Kangaroo Island community;
• the health of the economy; and
• the type of experience visitors are having.

TOMM then presents the information in a simple way to show whether the current situation is a healthy one or not. If some aspect is not healthy, TOMM suggests what sort of things could be done to solve the problem.

TOMM has evolved from previous tourism management models such as the LAC model (Limits of Acceptable Change) and was created on and for Kangaroo Island but with application at any level.

A Management Committee of key stakeholders oversees and guides the TOMM project, with representation from Department for Environment and Heritage, South Australian Tourism Commission, Tourism Kangaroo Island, Kangaroo Island Development Board, Kangaroo Island Council, Kangaroo Island Natural Resource Management Board, community and tourism industry representation.