Business and marketing academics from Flinders University are getting to know the tourist attractions, food, wine and hospitality in South Australia’s idyllic Southern Flinders Ranges – not just for pleasure but to make major inroads into realising the region’s full potential.

Professor of Business Management Roberta Crouch, who launched a new bachelor degree in International Business (Wine, Spirits and Tourism) this year, with College of Business, Government and Law colleagues Dr Laura Lesar and Dr Naser Pourazad are building a network of contacts in tourism, other industry and Indigenous groups, Regional Development Australia and state and local government officials, starting with the councils of Port Pirie, Mount Remarkable and Peterborough.

With a working title ‘Lower Flinders- Waiting to be Discovered’, business owners such as Emanuel Skorpos from Flinders Run Wines, photographer Mark Zed, a popular Port Pirie entertainer, and others, the project is building momentum.

“We have had very strong ‘buy-in’ from stakeholders so far, and see local businesses keen to promote existing and new travel experiences to local, interstate and international visitors,” says Professor Crouch.

“The pandemic has created a growing appetite for premium and ‘hero’ experience luxury or adventure holidays, such as hot-air ballooning or Flinders Ranges gourmet and wine tours, as a form of COVID-19 escapism close to home.”

The proposed three-year project aims to build on the region’s “one dimensional” image as a rustic outdoor camping location to become a more varied and lucrative tourism region.

The project also connects with the Flinders New Venture Institute FOMENT engagement with regional wine-makers and industry, including the next forum, ‘When Tourism Meets Tech‘, to be held in Port Pirie on 23 November.