An increasing homogeneity of tourism products and a lack of innovation have been identified as major barriers to growth in self-drive tourism in remote destinations. Operating as a ‘system of innovation’ has often been considered one of the most effective ways to stimulate innovation. This research conducted a case study of the Flinders Ranges to identify how the elements of effective ‘systems of innovation’ manifest in the specific context of remote tourism destinations. It analysed how the destination has developed various strategies to cultivate the self-drive market and how individual system stakeholders have influenced the system as a whole.