'Joseph Furphy, considered to be "the father of the Australian novel" is best known for Such is Life which remains a classic that “nobody reads and even fewer comprehend”. In recent times, there has been a resurgence of interest in Furphy, as evidenced by the range of celebratory activities now associated with him. Fans may visit both “real” and “imaginary” geographies in their search for connection with Furphy’s legend. This paper will consider a range of sites within the nascent Furphy heritage industry, arguing that they offer tourists opportunities to emotionally re-engage with Australia’s frontier past.' (Author's abstract)