This chapter is concerned with innovation in a regional themed elf-drive touring route in western Tasmania. Self-drive tourism is a significant component of regional tourism across Australia and many tourism marketing agencies attempt to use themed touring routes to help manage self-drive markets.

This case study particularly identifies the need to understand how tourists and tourism businesses perceive touring routes and to innovate to re-invigorate routes and respond to competitive pressures.

The innovation capacity of the destination was seen to hinge on the production and distribution of knowledge and the clustering of resources.