Flinders Ranges and Outback Integrated Strategic Tourism Plan

Final Plan
Communicate a More Appealing Flinders Ranges and Outback SA of Today
Excitement Seekers are those young travellers, generally urban based and aged under
35 who are looking for an "out there" experience that involves group travel, socialising,
entertainment and the chance to grab a story to enliven the party back home. They
travel on small group coach tours and in hired vehicles such as motor homes and small
buses. The Outback is a real drawcard for them and while they may not spend a lot on
accommodation they tend to stay in one place for 2 or 3 nights if they are travelling
independently. They spend on entertainment and on experiences that are outside of
their everyday lives.
Places like Coober Pedy and Parachilna have already captured some of this market. It
could be that an older demographic of 30-45 year old excitement seeker lives in the
hearts of some "time poor" city dwellers who could be attracted to visit the Outback by
better air connections linked to excellent land based transport. Port Augusta and
Coober Pedy would appear to be the most appropriate entry points for this traveller,
who might continue their journey by small plane or luxury 4 WD vehicle. This group
would align with the Fly and Stay market which is currently very low for South Australia.
Operators in the region have identified the emergence of these domestic markets,
particularly the “baby-boomer” generation on “short-legs” of a planned longer journey
and the mid-life post family activity seekers looking for soft adventure and good quality
accommodation, food, wine and service. The younger market is seen as one with
considerable potential if air access to Coober Pedy could be improved. Better links
between flights and land transport could also support Port Augusta and Hawker as
focal points for entertaining adventures in both the Flinders Ranges and Outback for this
market. Obviously additional air access to the region would assist in the growth of
international tourism and high yield visitors from the eastern states.
Families
This sector comprises about 10% of visitors to the Region. It is important to continue to
provide accommodation and activities that appeal to those travelling in family groups.
The region needs however to avoid the temptation to try and compete with other
destinations that focus on providing “constructed” entertainment for families. Giving
people travelling with children a great experience is an investment in the travellers of
tomorrow.
Special Interests
Within and beyond these target markets are a plethora of specialist or niche markets in
areas such as:
• Bird watching
• Fishing
• Aboriginal Cultural Tourism
• Art and photography
Urban & Regional Planning Solutions
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