Substantial changes in the self-drive tourism market for desert Australia have been observed in the past five years. The Desert Knowledge Cooperative Research Centre (DK CRC) has developed innovative GIS software to track changes in visitor flows over time and to model scenarios that may develop in the future. VRUM™ (Visualising Relatively Unpredictable Movement) monitors changes in the popularity of particular routes. Businesses can identify potential new customers and marketing strategies and to test product ideas. Destination marketing organisations can evaluate touring routes, identify linked destinations and assess the impacts of marketing campaigns and special events.