How to experience a once-in-a-lifetime outback spectacle

After thirty years in the travel industry, Helloworld Travel Norwood owner Bek Sjoberg has seen just about everything.

But this year, Kati Thanda-Lake Eyre will completely fill with water for the first time in a generation, turning the surrounding desert green and kickstarting a spectacular explosion of wildlife.

“Sometimes the lake can be dry for years or even decades,” says Bek.

“And it has only filled with water four times in the last 160 years.”

The last time was in 1974, making the 2025 season a once-in-a-generation opportunity to see this outback icon at its most spectacular.

And thanks to The Parade's annual Shop to Win competition, one lucky Parade customer will get to do just that (and a whole lot more) on an 8-day South Australian Outback Adventure for two valued at $12,670 thanks to Helloworld Travel Norwood.

To enter, all you need to do is spend $25 or more at any business in The Parade Precinct between Portrush Road and Fullarton Road, hold on to your receipt and enter your details online.

Then wait to see if you've won this thrilling adventure that includes ten incredible experiences covering some of South Australia's most celebrated sights.

A closer look at the prize

Among the highlights are wine tastings in two iconic South Australia regions, an epic ridgetop 4WD trip leading to the state's most spectacular lookout, a scenic flight over the breathtakingly beautiful Painted Hills and a chance to explore the legendary underground structures of Coober Pedy.

“AAT Kings is a trusted operator and the accommodation and tours are all included,” says Bek.

“So there's nothing for the guests to worry about; they just sit back and relax and everything's done for them!”

Because Helloworld Norwood is a family-run business, Bek and her husband Andy look after all the operations themselves.

“When people book a tour, they're speaking to the owners,” she says.

“And the emergency number goes directly to us."

"So if anything happens while clients are overseas or interstate, they can call us at 2 a.m. and we'll fix it.”

Customers can also exchange more than 50 currencies without commission fees thanks to the recently-opened Travelex stall.

And if you're looking to attend the biggest sporting and cultural events in Australia, Helloworld also has exclusive access to an incredible range of tickets.

They can help you get into anything from The Book of Mormon to the Boxing Day Test, but right now Bek says the hottest ticket in town is Usher's upcoming tour to Sydney and Melbourne.

“He's the biggest name to come to Australia this year,” she says, “and General Admission is already sold out in Melbourne.”

But Helloworld is offering packages to all twelve shows, including tickets (in a range of tiers), accommodation, breakfast and official merchandise.

Bek and Andy also regularly hold VIP events for clients, and the next one will be a screening of Brad Pitt's latest movie, F1.

Or if you want to go one better, they are currently taking expressions of interest for an unforgettable trip to the Shanghai Grand Prix in 2026.

Find out more: Shop to Win