Before the COVID-19 pandemic, Dan Billingsley and Rachel Gerds never pictured setting up glamping domes on the side of a dormant volcano.
The couple had planned to start a tourism business in Europe, but instead, they settled in South Australia’s South East and turned a horse paddock at the base of Mount Schank into ecotourism accommodation.
“I don’t think you need to build the traditional cottage or cabin-style dwelling that run a lot more expensive than these do,” Mr Billingsley said.
“If you have something that’s beautiful enough they [visitors] are happy to come out here and spend the time in nature.”
Industry bodies hope these ecotourism offerings will help SA’s regional tourism market bounce back after a post-COVID dip.
Ecotourism accommodation is growing in popularity in regional SA. (Supplied: Tahnee Jade Photography)
Regional tourism’s ‘new normal’
According to Tourism Industry Council SA (TiCSA) data released last month, the visitor economy in regional parts of the state shrunk by 15 per cent in the 2023-24 financial year, from $4.7 billion in 2022-23 to $4 billion.
TiCSA chief executive Shaun de Bruyn said many tourists were heading back overseas for their holidays.
“There’s also a significant price advantage in terms of flying overseas, in terms of how far your dollar goes when we’re having cost of living challenges,” he said.
“There’s opportunity to do holidays overseas that quite often are significantly cheaper than doing it in Australia.”
SA Tourism Minister Zoe Bettison says regional tourism has dipped since COVID-19. (ABC News)
South Australia’s Tourism Minister Zoe Bettison said the domestic dip was a “new normal” after record highs during COVID-19.
“We saw enormous increases in regional tourism in ’21 and ’22,” she said.
“What we need to do is continue to market our regional areas to attract new people to come and visit.”
Eco-friendly options
Elsewhere in SA, Martin Freney runs an “Earthship” bed-and-breakfast at Ironbank, on Adelaide’s outskirts, and designs other self-sufficient “EarthBnBs”.
One has been completed at Willunga, while there are plans for another at Penola and two in New South Wales.
The off-grid sites are made from sustainable or reused materials, such as old tyres, and are covered over with earth.
Martin Freney’s earthship, which he built in Ironbank, is another example of South Australian eco-accommodation. (Supplied: Martin Freney)
“People are attracted to the name and just think it sounds interesting,” Dr Freney said.
“It’s people of all walks of life who seem to really enjoy it.”
Dr Freney said he’s noticed more people looking for ecological holiday experiences.
“Rather than jumping on a plane, they’re jumping in a car and driving for four hours to some beautiful place they’ve never been before,” he said.
Martin Freney has designed self-sufficient bed and breakfasts. (Supplied: Martin Freney)
Reaching a new audience
Ms Gerds said social media was the main method that ecotourism operators now used for marketing.
She said it was particularly important to reach younger, inner-city residents.
“The tourism market, like any market, is increasingly competitive and any way you can differentiate yourself, the better,” she said.
The geodesic dome tents at Mount Schank are one example of ecotourism in SA. (Supplied: Take Us With You)
Ms Gerds said regional operators, in particular, could ride the ecotourism wave that has become popular online.
“[These places] tend to be farther from the major centres, but that’s what makes them so beautiful,” she said.
“Instagram, being a more visual platform, really lends itself to marketing our accommodation.”
Dr Freney’s bed and breakfast is made of reused materials, including car tyres. (Supplied: Martin Freney)
Spruiking green credentials
Mr de Bruyn said tourism operators needed to expand their customer base and focus on attracting visitors who wouldn’t normally consider heading to regional and rural communities for a holiday.
He said more visitors were seeking offerings with strong environmental credentials and believed that gave SA a significant advantage.
“The reliance and the use of renewables in South Australia is incredibly special by global standards,” he said.
“Our single-use plastics regime is a really important part of how government has worked with industry over time.
“That positions us so well with these consumers that are really environmentally conscious.”
Ms Bettison said marketing the state’s green credentials was being discussed within the SA Tourism Commission.
“We have what the world wants, whether it’s decarbonisation or this beautiful ability to immerse yourself with nature,” she said.
