Penola Anticipates Tourism Surge as Netflix Films 'My Brilliant Career'

In a strategic move to enhance its tourism profile, the small South Australian town of Penola is currently the filming location for Netflix's adaptation of the acclaimed novel 'My Brilliant Career.' With production underway at the heritage-listed Yallum Park, local businesses hope that the series will attract visitors once it airs, expected in late 2026 or early 2027.

The adaptation, which features Philippa Northeast in the lead role of Sybylla Melvin, has garnered attention not only for its literary significance but also for its potential economic impact on the region. According to South Australian Arts Minister Andrea Michaels, the production is projected to inject approximately $17 million into the state’s economy, a record for any television series filmed in South Australia.

Penola, situated in the south-east of the state, is no stranger to tourism, but the town's fortunes dipped following the completion of a bypass in 2020, which redirected traffic away from its main street. Local retailers view the Netflix project as an opportunity to revitalize interest in the town. Diane Williams, owner of a giftware shop and accommodation units, expressed optimism about the filming, stating, "It will put another feather in Penola's cap. We’re hopeful that once the series goes to air, people will want to come to Penola to tour set locations."

The historical context of film tourism in Australia has shown significant benefits to towns featured in popular productions. For instance, Freeling, which served as the backdrop for the long-running series 'McLeod's Daughters,' has sustained a steady influx of visitors intrigued by the locations depicted in the show. Posie Graeme-Evans, creator and producer of 'McLeod's Daughters,' noted the lasting impact of the series, stating, "People just love having their photo at the 'Gungellan Pub' and amid the streetscapes they are so familiar with."

Experts agree that film and television productions can serve as powerful catalysts for local economies. Dr. Sarah Johnson, Professor of Economics at Harvard University, emphasized the importance of such initiatives: "Film tourism not only boosts immediate revenue streams for local businesses but can also lead to long-term economic benefits by positioning the area as a desirable destination."

As Penola prepares for the premiere of 'My Brilliant Career,' local stakeholders are actively gearing up for an influx of tourists. Ian Perry, a local chef and cafe owner, highlighted the recent surge in business due to crew members visiting the town during filming. "They’ve really enjoyed being here in Penola, a part of the country they might otherwise not get to see," he commented.

The local government and the South Australian Film Corporation have also recognized the potential of this project, and they are supportive of initiatives aimed at promoting the region to tourists.

As the series progresses towards its release, the town of Penola is poised at a pivotal moment that could redefine its future as a film tourism destination. The hope is that the success of 'My Brilliant Career' will not only revive Penola's economic landscape but also inspire other productions to consider the town as their backdrop in the future. This case presents a unique opportunity to examine how the intersection of culture and commerce can yield significant benefits for communities in Australia and beyond.