Riverland locals are urging tourists to still visit the region amid the River Murray flood emergency, as local businesses need the support.
The loss of houseboat travel and caravan park stays will cost the region's tourism industry millions with water levels expected to remain high for months.
Modelling predicts between 190 and 220 gigalitres of water a day will flow down the river as the flood peaks in late December.
But business operators are urging visitors not to stay away and to come and see the natural event first-hand.
Canoe Adventures Riverland tour operator Kym Werner usually takes tour groups up and down the River Murray.
He had been constantly revising routes to be able to continue to offer tours safely where waters were slow-moving.
But on Sunday afternoon he announced that he would have to cease operations temporarily due to the strength of the flows.
Mr Werner said the reality of the flood emergency had resulted in lots of cancellations.
Waikerie business owner Yvette Kelly said she has been trying to organise bus tour groups with the option of scenic flights over the flood plains.
"It will take you to the lookout tower so you can see the river from a safe distance and a great viewing of the riverfront in flood," she said.
"You can shop, have lunch, walk around and support us."
But the idea has come with a lot of backlash with some people labelling it as "disaster tourism" on social media.
"[There has] been a lot of backlash from me doing them, I'm certainly the last person that would capitalise on anyone's misfortune," Ms Kelly said.
"We need you to come to the Riverland, we need you to come here and support us.
"Normally our caravan park triples in size … we wouldn't have that this season."
Sandra Schober, whose river cruise business is closed due to the floods, said it was imperative tourists did not stop visiting the region.
"It's been quiet, we've had COVID the last couple of years as well, so we want to get people to come up to the Riverland and see us," Ms Schober said.
"Stay here, spend money in our community and have a once-in-a-lifetime opportunity to see the river."
South Australian Premier Peter Malinauskas said it was still safe for visitors in the region but urged tourists to move with caution and avoid floodwaters.
"In lots of those Riverland communities we are encouraging people to go and visit in safe locations — but you do need to monitor the public information," he said.
