Tourism hopes for town of Penola as Netflix films My Brilliant Career

Australia Broadcast Center

26-07-2025

In the small town of Freeling, half an hour north of Adelaide, locals are used to rubbing shoulders with tourists excitedly photographing their pub and truck stop.
For more than 20 years, day trippers have made the pilgrimage to "McLeod's Country" to see the real-life setting from TV show McLeod's Daughters, an Australian drama series that ran from 2001 to 2009.
Freeling, named Gungellan in the series, shot to fame thanks to the show.
"It's as popular today as it was while we were filming there," creator and producer Posie Graeme-Evans said.
"People just love having their photo at the 'Gungellan Pub', truck stop, town hall and amid the streetscapes they are so familiar with," she said.
"In turn, the town of Freeling has embraced these visitors as a benefit to its tourism.
"Small operators have even sprung up offering tours to filming locations. It's been wonderful for the region."
It has been 16 years since McLeod's Daughters wrapped up filming in South Australia, but its legacy lives on.
Now, the town of Penola, in the south-east corner of the state, hopes the same effect will transpire in the wake of global streaming giant Netflix setting up at a historical homestead in the area in June.
Backed by the state government and South Australian Film Corporation's Screen Production Fund, a drama series adaptation of Miles Franklin's classic Australian novel My Brilliant Career is now in production at Yallum Park, an 1878 heritage-listed homestead.
Netflix said the story, first published in 1901, had resonated with a rising generation of young Australian women who longed for the freedom to shape their own destinies.
The series, which is expected to premiere in late 2026 or early 2027, will result in various locations across the state being transformed for the period production, including across Adelaide, the Southern Barossa region and the south-east.
On a wintry day in Penola, local retailers were hopeful about what the production would mean for the town.
"It's certainly exciting to be chosen to feature in the series," said Diane Williams, who runs a giftware shop in town and also has accommodation units.
"It will put another feather in Penola's cap.
"The town has obviously had a lot of accommodation bookings from cast and crew while they're filming here, but I think the real tourism benefits are yet to come.
Down the street, chef and cafe owner Ian Perry agrees.
"We've had a lot of crew members come in and that's been a boost to trade during winter, when things can be quiet," he said.
"They're lovely people and they have all really enjoyed being here in Penola, a part of the country they might otherwise not get to see."
SA Arts Minister Andrea Michaels said the production was expected to inject $17 million into the state's economy — the highest spend of any TV series made in the state.
Five years after a bypass opened around Penola, Ms Williams is hopeful film tourism will become part of the town's future.
"The bypass has had an impact on the town, but there have been plenty of benefits too," she said.
"We're looking forward to seeing what might be on the way for Penola now it can add 'film set' to its long list of attractions."