We acknowledge the Traditional Custodians of the South West, the Noongar people, and their enduring connection to, and care for, Boodja We recognise the Pinjarup, Wiilman, Wadandi, Pibelman, Kaneang, Menang, and Koreng Aboriginal communities, and invite visitors to respect and care for this ancient land and culture, contributing to its preservation for future generations.
Pinjarup, Wiilman, Wadandi, Pibelman, Kaneang, Menang, and Koreng
A b o u t
A u s t r a l i a ’ s
S o u t h W e s t
Australia’s South West is a region abundant in nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.
Laid-back and effortlessly beautiful, a full-bodied richness lies beneath, so wildly perfect, with undiscovered charm waiting to be unearthed.
Australia's South West is the peak tourism body representing Western Australia's South West region, encompassing Bunbury Geographe, the Margaret River Region, the Southern Forests and Valleys, and the Great Southern.
Working collaboratively with Tourism Western Australia, regional partners, and our network of passionate tourism operators, our role in destination management is to drive growth of the visitor economy through innovative marketing, sustainable destination development, and industry engagement. .
EFFICIENT&EFFECTIVEMARKETING
Our marketing strategies are designed to inspire travellers through visually compelling content and targeted campaigns. We aim to showcase the distinctive allure of Australia's South West
ACCESS®IONALDISPERSAL
We collaborate with our partners to increase accessibility, disperse visitors beyond highly frequented destinations, as well as aim to extend visitor stays and stimulate economic activity throughout our region.
DESTINATIONDEVELOPMENT
We’re committed to sustainable regional tourism growth We're actively shaping the future of our destination by delivering a comprehensive strategy that aligns infrastructure improvements, marketing initiatives, and visitor experiences. This strategy will guide our region toward a more vibrant and prosperous future
DRIVINGINDUSTRYENGAGEMENT
We serve as a bridge between local tourism businesses, government, and tourism organisations, working closely with Tourism Western Australia to create a united and resilient tourism sector. As a central platform, we facilitate industry connections and offer essential support.
o u r r e g i o n
Australia’s South West
M E S S A G E
F R O M T H E
C H A I R
DR LENORE LYONS
It is a privilege to step into the role of Chairperson of Australia’s South West Board
As I begin this new chapter, I am excited about the opportunities ahead and eager to build on the solid foundation established by the Board and management team. Our tourism region is vibrant and evolving, and I look forward to working closely with our members and stakeholders to support its continued growth.
I would like to extend my heartfelt thanks to outgoing Chair, Lianne Cretney-Barnes As the inaugural Independent Chairperson, Lianne’s leadership was instrumental in guiding Australia’s South West through a period of significant growth and transformation Under her stewardship, the Board established a robust governance framework and a clear strategic vision I look forward to building on the strong foundation she has established
Reflecting on the past year, I am proud to highlight several significant achievements The completion of the Wellness Tourism Strategy marks a major milestone, positioning our region as a leading destination for travellers seeking holistic wellbeing experiences This strategy will open doors to new partnerships, innovative offerings, and enhanced visitor engagement, particularly in nature-based wellness
Another important achievement is the development of our Aboriginal Cultural Engagement Plan, which underscores our ongoing commitment to respectfully integrating First Nations perspectives into destination development By collaborating with Aboriginal communities, we are ensuring that their rich history, traditions, and stories are central to the visitor experience This plan will also strengthen cultural tourism offerings and provide meaningful opportunities for local Noongar businesses and organisations to engage with the visitor economy
The development of our new regional brand has been a vital step in unifying the identity of Australia’s South West. The brand – Dream Deeper – not only strengthens our destination marketing efforts but also aligns closely with Western Australia's state brand, Walking On A Dream. It captures the unique essence of our region and its diverse experiences. This initiative is further supported by the new Great Southern sub-brand, Wander with the Wild Our members' continued dedication has been instrumental in driving these initiatives forward. Your input, feedback, and collaboration have been invaluable, and I want to express my deepest appreciation for your ongoing support Our industry thrives on strong relationships, and together, we can achieve even greater success.
Of course, the tourism sector continues to face challenges, particularly in attracting international markets back to our beautiful region. These challenges demand adaptability and resilience from operators and stakeholders. Australia’s South West remains committed to providing the support and resources our members need to successfully navigate these issues.
Looking ahead, the Board is excited to begin developing a new Strategic Plan, which will guide us over the coming years This plan will set out our priorities, strengthen our advocacy efforts, and ensure we continue to lead in innovation, sustainability, and excellence.
I am honoured to serve as Chairperson during such a dynamic time, and I look forward to working closely with the Board, our team, and our members to build on the achievements of the past year. Together, we will continue to create a thriving tourism sector that supports our communities, respects our environment, and delivers memorable experiences for all
Thank you for your continued support
Lenore Lyons, Chairperson
B O A R D O F
D I R E C T O R S
Dr Lenore Lyons INDEPENDENT CHAIRPERSON (Jul 2024 - Present)
Meetings eligible: 4
Meetings attended: 4
Lenore has had a successful career as a senior manager in the not-for-profit, private, and education sectors, specialising in strategic planning and business and product development She has worked in the tourism industry for over 15 years, co-founding an ecotourism business inducted into the WA Tourism Hall of Fame.
Dr Lianne Cretney-Barnes CHAIRPERSON (Jul 2018 - Jun 2024)
Meetings eligible: 4
Meetings attended: 4
Lianne Cretney-Barnes has held senior positions in both private and public sector organisations for over 20 years and has considerable experience in governance, leadership, and strategy development. Lianne has a professional doctorate in Business Administration and is a Fellow of the Australian Institute of Company Directors and the Australian Institute of Management
Dr Steve Crawford
Skills Based Position DEPUTY CHAIRPERSON (Mar 2023 - Present)
Mar 2023 - Mar 2025
Meetings eligible: 5
Meetings attended: 5
Steve has enjoyed a long and passionate engagement with WA’s tourism development in senior management roles within government Steve has represented Western Australia on numerous national bodies and is recognised as a leader in his field with accolades including National and State Tourism Awards Steve’s formal qualifications include a Doctor of Business Adminisatration
Rhys Pearce Skills Based Position TREASURER (Oct 2021 - Present)
Oct 2019 - Feb 2026
Meetings eligible: 5 Meetings attended: 5
Rhys has a focus on providing advice and guidance to WA tourism businesses and NFP boards around proactively managing risks, in collaboration with insurers and engagement with Tourism operators across Australia Rhys has executed strategies to deliver innovative risk programs, drive long term financial resilience and successfully navigate emerging economic risks.
Lisa Spencer Skills Based Position (Feb 2021 - Feb 2025)
Lisa Spencer has a diverse background in local, interstate, and international roles in marketing, commercial and tourism Lisa’s former tourism roles include Director of Events at Tourism WA and Head of Marketing, Brand and Tourism at Optus Stadium. Meetings eligible: 5
Jess Priestly
Skills Based Position (Feb 2024 - Present)
Meetings attended: 5
Meetings eligible: 1
Meetings attended: 0
Jess resides in Dunsborough with her young family, actively embracing the South West lifestyle, With a background in Human Resources and Finance, complemented by successful leadership at Koomal Dreaming Cultural Experiences.
Steve Millhouse
Great Southern Representative (May 2022 - Oct 2024)
Meetings eligible: 5
Meetings attended: 4
Steve is a widely experienced hospitality manager that has dedicated over 25 years to the industry, with 23 of those within the Hilton Worldwide Group. Gaining experience throughout Australia and overseas. He has a wealth of knowledge of the hospitality and tourism industry within an international chain, and opening the Hilton Garden Inn Albany and Busselton
Tim Greay
Margaret River Region Representative (Oct 2022 - Oct 2024)
Meetings eligible: 5
Meetings attended: 4
Tim is an authentic mindful leader with a diverse background across the energy and mining sectors. Over the last 20 years Tim has developed key strengths in lean process and system design, organisational risk management and governance. In addition, Tim has built and now operates a successful luxury brand accommodation in the Margaret River Region.
Doreen Thomson
Southern Forests & Valleys Representative (Oct 2023 - Oct 2025)
Meetings eligible: 3
Meetings attended: 2
A senior leader and a sales and marketing professional with over 20 years’ experience in the tourism industry, working across various sectors from travel retail, wholesale, inbound, destination marketing and hospitality in both Sydney and Perth A strategic thinker with a drive in achieving results and holds a great passion for the tourism industry.
Gail Ipsen-Cutts
Southern Forests & Valleys Representative (Oct 2021 - Oct 2023)
Meetings eligible: 2
Meetings attended: 0
Gail has spent over 30 years committed to community development with a strong focus in rural and regional WA. In 2001 Gail commenced work at the Shire of Manjimup as the Manager of Human Services and Community Development, and in 2005 was appointed to the new position of Director Community Services
Kym Gibson
Bunbury Geographe Representative (May 2024 - Oct 2025)
Meetings eligible: 0
Meetings attended: 0
Kym brings a wealth of experience and expertise with a background encompassing hospitality, tourism, recreation, and education. Having established a successful nature-based adventure tourism business in Collie, Kym has firsthand experience in the tourism industry Her strengths lie in nature-based wellness, adventure tourism, and community outdoor well-being programs
David Kerr
Bunbury Geographe Representative (May 2023 - Dec 2023)
Meetings eligible: 3
Meetings attended: 2
David has managed a business consultancy for over 30 years with a diverse client base nationally across a range of industry sectors, including tourism For the last twelve years he has overseen the redesign, redevelopment and operation of the Bunbury dolphin Discovery Centre, a not-for-profit social enterprise focused on conservation, education and research
M E S S A G E
F R O M
T H E
C E O
CATRIN ALLSOP
Australia’s South West has continued to expand its ability to provide a valuable service to its members, develop its reach across the region, and deepen its commitment to destination management over the past 12 months.
We have continued to work in partnership with those who share our values of leadership, creativity, growth and collaboration, as well as focus on our long term vision of sustainable growth for the region. We know that through genuine conversations we learn and develop in a positive way as a team and an organisation, which has given us the confidence to embark on new strategic initiatives this past year.
These initiatives were not delivered in isolation, balancing both industry support and demand in our marketing initiatives to give them substance and longevity
Our Wellness Tourism strategy, developed and launched to industry, has been a fundamental piece in providing us with a destination development anchor. It has become a pathway to attract a growing and enthused audience, one that not only travels outside of peak periods but also cares deeply about the destination, connecting with nature, and delighting in experiences that fill their cup As we continue to roll out the action plan, I look forward to showcasing to you even greater marketing initiatives and wellness partnerships.
For some time, we have wanted to strengthen our role and commitment to the development of Aboriginal Cultural Tourism in the South West. Through the evolution and first steps of our Aboriginal Cultural Tourism Plan, we have enjoyed the wonderful dialogue with Aboriginal tourism businesses and entities, about how we can assist with our marketing and development projects, to align with their goals and those of WAITOC.
Our marketing wins this year have been substantial, driven largely by the development of our new brand, Dream Deeper, along with the launch of a Great Southern brand, Wander with the Wild Both of which provide threads laddering up to the state brand, Walking On A Dream Driving intrastate visitation through campaigns, content creation collaborations, and social media excellence have been some key outcomes of these efforts
The launch of the Sydney flights direct into the region have been a long time coming, but are so welcomed. Being on the inaugural flight was an incredible experience, showcasing the tangible way we assist in the positive development of our region Breaking down time, distance, and cost barriers to interstate travel is so important in attracting East Coast visitation
Finally, the launch of Lumenesse & Co has positioned us to grow and deliver for our members and region in ways that we could have never imagined. From a little lightbulb moment, to the delivery of top-level marketing and destination development services that shine a light for tourism businesses, associations and local governments alike.
The team that I lead has never been more experienced or dedicated. They analyse, question, integrate, and deliver, ensuring the work that we do as a team is wholistic and thorough They excel in their fields and I am incredibly grateful to be part of their growth in the organisation.
Our Board continues to support us with exceptional strategic guidance, and remains committed to driving long term sustainable outcomes for both the organisation, our members and the region that we are so proud to represent.
Catrin Allsop, Chief Executive Officer
M E E T T H E t e a m
Catrin Allsop Chief Executive Officer
Emma Brown Tourism Engagement Manager
Jamie Thompson Marketing Manager
Kirby Spencer Marketing Coordinator
Glen Thompson Great Southern Tourism & Trade Manager
Claire Savage Bunbury Geographe Tourism Manager
Saara Khan Great Southern Marketing & Engagement Officer
We will promote and drive desire for our region with a relevant marketing strategy and competent use of our marketing spend
Access to the Region & Regional Dispersal
We
We will support and work with Tourism Western Australia to grow accessibility into our region and develop strategies and initiatives to encourage dispersal around our region.
Destination Development Driving Industry Engagement
PILLARS ENABLING FACTORS
We will be the catalyst to support stakeholders achieve the region’s development priorities to drive visitation and spend in our region. We will also support growth in capacity and capability of regional tourism operators.
OUR PURPOSE
We will work collaboratively with our stakeholders to build a resilient tourism industry and a cohesive region and perform a conduit role between Tourism Western Australia and industry.
h o u s e
Australia’s South West is a consumer and corporate endorsed brand under the Tourism Western Australia umbrella
We also deliver three distinct sub-brands through regional partnershipsthe Bunbury Geographe Tourism Partnership, Great Southern - Wander with the Wild, and Great Southern Treasures - each offering unique experiences within the sub-regions of Australia's South West.
The South West Edge is a 12-day adventure that showcases a distinct part of the region, linking the three Regional Tourism Organisations of Destination Perth, Australia's South West and Australia's Golden Outback, through an iconic roadtrip.
Lumenesse & Co is a profit-for-purpose social enterprise delivered by Australia’s South West, with a mission to alleviate the challenges and complexities faced by tourism businesses, associations and local governments b r a n d e d
PARENT BRAND CONSUMER
ASW BRAND (ENDORSED BYPARENT BRAND)
SUB BRANDS (DELIVERED BYASW)
SUB BRANDS (ENDORSED BYASW)
k E Y
P E R F O R M A N C E
I N D I C A T O R S
DIRECT LEADS TO OPERATORS
The new consumer and corporate websites are providing members with a significant increase in direct leads to operators
INTRASTATE VISITOR NUMBERS
This financial year, the region attracted 6,886,000 overnight and day trip intrastate visitors spending $2 46 million
MARKETING OUTCOMES
Delivery of a highly successful tactical Winter Campaign featuring the persona ‘Winter” for a third and final cinematic installment.
INDUSTRY FINANCIAL CONTRIBUTION
Leveraged Tourism WA funding by an additional $1 33 million
INDUSTRY SURVEY
Member Survey results demonstrate that member satisfaction remains positive
VISITATION STATisticS
STATE OVERNIGHT VISITOR NUMBERS
ASW VISITOR NUMBERS
ASW VISITOR SPEND (M)
D R E A M D E E P E R
Australia’s South West is a region abundant in nature, ancient culture, indulgence, adventure, exceptional produce and simple joys
Laid-back and effortlessly beautiful, a full-bodied richness lies beneath, so wildly perfect, with undiscovered charm waiting to be unearthed.
Our new brand platform - DREAM DEEPER - invites visitors to get off the beaten track, explore ancient trails, and indulge in dream food and wine experiences
Working side-by-side with Western Australia’s Walking On A Dream, this brand is designed to showcase the unique offering of Australia’s South West, and appeal to travellers looking for a deeper connection with nature and awe-inspiring experiences.
This brand is all about how a dream getaway to Australia’s South West can transform you.
Australia’s South West
MARKETING CAMPAIGNS
WINTER CAMPAIGN
1 May - 31 July 2024
Our Winter campaign encouraged intrastate visitors to travel to the South West across the winter period.
This year’s campaign involved a cinematic video and launch, out-of-home billboards, radio advertising, cross-channel amplification, and online articles with Perth Is Ok, as well as organic and paid media on Meta.
This resulted in 13,923 visitors to winterdownsouth com This vetted, high-intent audience provides our members with qualified, warm leads to their unique offers
Results:
13,923 visitors to winterdownsouth.com
778 Outbound link clicks to member booking URL’s
624,148 Meta Reach on ASW’s FB & IG.
673, 334 PiOK reach to 90% WA audience.
25,771 Subscribers emailed
206,454 Short Film plays
577 x 30-second Mix 95 4 radio ads
SUMMER CAMPAIGN
Dec 2023 - Jan 2024
The Australia’s South West Digital Holiday Planner launch is supported by our #SummerintheSouthWest competition A giveaway that involves members and encourages downloads of the holiday planner
The Meta campaign had a reach of 452,077, with 17,168 link clicks and 724 Holiday Planner downloads On social media, we 2,717 reactions, comments, shares, and saves.
We also ran a campaign with Perth Is Ok! that included a blog post, EDM feature and Meta feed & story posts.
The total captured audience across the campaign was 156,820+ with a majority of those being female, intrastate, and between 25-34 years old.
PERTH IS OK - DRIVE THE DREAM TOURISM WA CAMPAIGN
The Australia South West article was the third most-viewed client article of the year. With three of the top ten most clicked-on articles on Google Discover for all of 2023 from this campaign (ASW #1, Destination Perth #4 and AGO #8).
We worked with an agency to identify keyword searches and developed blogs to increase our SEO.
7 Unique Aquatic Experiences in Australia’s South West
Dog Friendly Travel Spots in the South West
Wine your way through Margaret River
Travelling Australia’s South West with Children
Little-Known Caravan Parks you should have on your radar
How to travel Bridgetown in Winter
WEBSITE UPGRADESACCESSIBILTY WIDGET
ASW is making positive steps for inclusivity in the industry, with the recent addition of an accessibility widget to our website.
This feature serves to make our content easier to use and access for the elderly and those people affected by motor skills disorders, colour blindness, visual impairments, epilepsy, and learning difficulties
The widget, powered by Equalweb, is located on the right-hand side on desktop and mobile devices
Top 5 Unique Things To Do In Pemberton
Navigating The Best 4WD Beaches In The South West
The 6 Best Spots To Experience Astrotourism In Australia’s South West
6 Unforgettable Aboriginal Experiences In Australia’s South West
HOLIDAY PLANNER
Following the success of previous years, we once again printed five different covers to represent the sub-regions of Australia’s South West.
80,000 copies were printed and distributed to member businesses, Visitor Centres, key distribution locations (Perth Airport, rental car companies, interstate Visitor Centres), consumer shows such as Caravan and Camping, and Good Food and Wine Shows, and internationally to the Tourism WA global markets teams.
YOUR SOUTH WEST MAP & GUIDE
70,000 copies were printed and distributed to Ultimate members, visitor centres and key distribution locations across the country, as well as at interstate and intrastate shows, including Caravan and Camping, and Good Food and Wine. The map continues to be a valuable resource for visitors, and is a useful wayfinding tool for the whole region
DIGITAL PLATFORMS
Owned Website Sessions
Member Listing Referrals from Owned Website
MARKETING ACTIVITY
COLLABORATION - JARNO VAN LOON
A content creator from Europe, who was travelling in region during winter. ASW engaged with him to collaborate on 6 posts
This resulted in 2,995 engagements, 51,299 reach, and an average non-follower reach of 23.5%.
COLLABORATION - OISIN COOKE
A content creator from Ireland, who was travelling in region during the tail end of summer
ASW leveraged his large TikTok following and creative abilities to increase reach and generate original, owned content.
COLLABORATION - SEAN SCOTT
In April 2024, ASW collaborated with content creator Sean Scott to secure 33 global use images and 17 posts.
These reached Sean’s 480,000 social media audience.
GREAT SOUTHERN BRAND
A new Great Southern brand was launched in August - titled WANDER WITH THE WILD.
This exciting new brand highlights a region of raw, rugged beauty. And while it may be one of WA’s best kept secrets, this brand platform is designed to keep it secret no longer.
Working alongside Western Australia’s Walking On A Dream, the platform and resulting campaign were designed to harness the strengths of the Great Southern.
Championing the region’s unique features, it aimed to create a position and a language that would resonate with people far and wide
A new industry toolkit, video, asset roll out examples and brand strategy were developed to accompany the brand.
WANDER MAGAZINE
The very first Great Southern magazine was released, named ‘Wander’.
This 70-page premium magazine was developed by Australia’s South West in collaboration with the Great Southern Development commission, and destinations within the Great Southern: The City of Albany, the Shire of Denmark, the Shire of Plantagenet, the Shire of Katanning, and the Great Southern Treasures.
This new Great Southern magazine has the tourism sector set as its foundation, highlighting the region’s key attractions and events
CONSUMER EVENTS
PERTH GOOD FOOD AND WINE SHOW
21 July - 23 July 2023
A total of 20,012 visitors were recorded over the three days, with the ‘Win a Dream Adventure in the Margaret River Region’ competition promoted across Good Food and Wine show social channels, digital advertising, eDM inclusions and strong at show promotion.
A total of 3,477 entries were received for the QR code for the campaign
PERTH 4WD SHOW
10 November - 12 November 2023
ASW exhibited in a new addition to the show within the ‘Travel Zone’, handing out over 950+ Holiday planners, 200+ Lost & Found Magazines, 200+ Found magazines and 100+ Bungeo Camping flyers.
More than 1200+ booth visitors were noted. with the show attracting more than 38,000 visitors across the 3 days.
CONSUMER EVENTS
PERTH CARAVAN AND CAMPING SHOW
7 June - 9 June 2024
ASW displayed at the Perth Caravan and Camping show, extending an invitation to stakeholders to join our stand.
Bunbury Geographe, Trails WA, Great Southern Treasures and Shire of Manjimup participated in the show.
36,326 attendees came through the gates with the competition generating 280 entries
SYDNEY GOOD FOOD AND WINE SHOW
21 June - 23 June 2024
A total of 33,980 visitors were recorded over the three days, with the ‘Win a Dream Adventure in the Margaret River Region’ competition promoted across Good Food and Wine Show social channels, digital advertising, eDM inclusions and strong at show promotion
A total of 3,477 entries were received for the QR code for the campaign.
TRADE EVENTS
Tourism WA Japan Roadshow (November 2023) Australia’s South West
TRADE DISTRIBUTION EVENTS
Tourism Australia Marketplace South East Asia (July 2023)
Tourism Australia Marketplace North America (August 2023)
ATEC Western Australia’s Trade
Engagement Event and post event famil (August 2023)
ATEC Meeting Place - Adelaide (October 2023)
G’Day Australia – Cairns (October 2023)
TRADE EVENTS
TRADE DISTRIBUTION EVENTS
Helloworld Global Stars Incentive –Product update and event attendance (November 2023)
Tourism WA x Italy Aussie Specialists Dinner (February 2024)
Tourism WA India Roadshow (February 2024)
Domestic & New Zealand Luxe Trade Famil (March 2024)
Jetstar Sydney – Busselton Margaret River Trade Launch Event in Sydney (March 2024)
Jetstar Trade Famil (April 2024)
ATE24 Melbourne (May 2024)
trade ENGAGEMENT
TRADE EDUCATION
Development of relevant trade collateral with links to our trade ready operators –shared as an eDM following all trade shows (distributed to over 800 agents)
Trade itineraries, Trade kit and Media kit distribution via trade eDMs and follow ups
Global Markets Update to TWA team –provide update on new and trending businesses in the region
International trade engagement activitiesTourism Australia Aussie Specialist Program and Uncover our Regions series – presented to 150+ agents in the TA Aussie Specialist program on Road Trips (the South West Edge) and Uncover Our Regions (Top 10 ‘Must See’ attractions in Australia’s South West)
SUPPORTED TRADE START ACTIVITIES FOR THE GREAT SOUTHERN
TradeStart Thailand Mission (September 2023)
Retail and Inbound Wine Buyer Mission (October 2023)
Taste WA Inbound Food and Wine Buyer Mission (May 2024)
TradeStart activities are through the Great Southern Tourism & Trade Partnership together with the Great Southern Development Commission and South West Development Commission
INDUSTRY ENGAGEMENT
MEMBER ENGAGEMENT
This financial year, we hosted 12 member networking events across all four subregions, including;
Member Forum at the 2023 AGM in Margaret River
Bunbury Geographe & ASW co-hosted
Christmas event
Albany Visitor Centre & ASW co-hosted
Christmas event
Southern Forests & Valleys Christmas event at Nannup Brewing Co
MRBTA x ASW co-hosted Christmas
Mingle Jingle
Wellness Tourism Strategy launch events in Yallingup and Denmark
The team met face to face with 141 members throughout the year
52 letters of support were provided to members to accompany grant applications
The team participated in famils in Collie, Margaret River, Manjimup, Northcliffe and Albany
REGIONAL REPRESENTATION & ADVOCACY
Team members attended launch events for Cabin Fever, CinefestOz, Margaret River
Region Open Studios, Fine Vines, Bloom Festival, FIFA Women’s World Cup –Busselton, Taste Great Southern and Lost & Found
Represented the region at the Ultimate Winery Experiences Member Meeting in Margaret River
Business Events Perth co-hosted networking breakfast & release of regional planner guide to compliment state collateral
Margaret River Wine Association Cellar Door Managers Networking event
Women in Tourism & Hospitality South West launch and committee representation
Facilitated a Telethon 2023 South West
Auction package with members ‘ Win a Dream Holiday’
Representation on nine boards or industry advisory / reference groups
MEMBERSHIP SURVEY
Members feel positive about their interactions with their RTO
ASW is a standout performer across all core operations metrics
Over 80% of members are satisfied with ASW’s facilitation of tourism development in the region
Number of members joining because they see value in being associated with the RTO
More than 8 in 10 members are satisfied with all aspects of our performance.
4 in 5 members believe that ASW’s destination marketing is effective. with 1 in 2 believing it is extremely effective.
Members of ASW are highly satisfied with their relationship, particularly regarding open lines of communication.
$1,171,722 marketing and membership industry financial contribution
Intrastate destination marketing initiatives continue to improve year on year which aligns with the market priorities of our members
access and dispersal
POST BOOKING EMAILS & ITINERARY
ADVERTISING (MELB & SYD - BQB)
Jetstar x ASW FY24 campaign post booking eDM Medium Rare
Impressions booked = 50,004
Impressions delivered = 68,138
Clicks = 131
CTR = 0 19%
ROUTE DEVELOPMENT
Ongoing support to the City of Busselton to pro local liaison support to the industry, Tourism WA regional stakeholders South West Development Commission and Margaret River Busselton Tour Association
LAUNCH OF JQ SYDNEY TO BUSSELTONMARGARET RIVER SERVICE
Involvement in the commencement of non-stop Jetstar flights from Sydney to Busselton-Margar River
CEO and Emma Brown, Tourism Engagement Manager, were in Sydney to partake in the trade media launch, in partnership with Tourism WA a as activation at the terminal gate and on the inaugural flight
BUSSELTONJETTY
THE SOUTH WEST EDGE
We drove dispersal within the region via promotion of our self drive hero route and supporting itineraries Our goals were to gain greater brand awareness of The South West Edge (TSWE), increase visitation to our TSWE website and social platforms, and increase visitation on the road trip.
Our owned platform and collaboration with Oisin Cooke provided inspirational itineraries and tools for visitors.
We create demand by inspiring travellers to embark upon the route with inspirational imagery, videos, collaborations and information of what can be seen and done along the route on our social media channels.
32K Website Sessions
25K Users
44.6K Views
2.1M Facebook Reach
47.7K Facebook Interactions
5 3K Facebook Followers
44.4K Instagram Reach
2 3K Instagram Interactions
8.4K Facebook Followers
HAMELINBAY
ABORIGINALCULTURALTOURISM
Our Aboriginal Cultural Tourism Plan focuses on showcasing Aboriginal culture and tourism experiences in collaboration with our Aboriginal tourism operators, Traditional Owners, regional Aboriginal Corporations, Tourism Western Australia and WAITOC
This focus area addresses the growing global interest in Indigenous travel experiences Australia’s South West, with its existing Aboriginal-owned tourism businesses and the potential for further growth, is well positioned to meet this demand
Initiatives such as the Plan for Our Parks, as well as the South West Native Title settlement, offer additional opportunities for experience development to enhance the region’s Aboriginal tourism landscape Through collaborative efforts we aim to grow a sustainable and culturally rich tourism region that reflects and celebrates the South West's Noongar heritage and people.
destination development
EVENTDEVELOPMENT
Australia’s South West is committed to enhancing the region's event landscape through our Regional Event Development focus This initiative aims to further grow the South West as a prime destination for events, leveraging our diverse offerings and strategic location
Events play a critical role in regional economic development by driving visitation, particularly in shoulder and off-peak periods, increasing length of stay, and growing visitor spend Events also provide a reason to visit less-well known destinations.
Our focus is on supporting both small-scale and large-scale events through collaboration with Tourism Western Australia, local governments, and other regional partners, to enhance the region's appeal as a premier event destination.
WELLNESSTOURISM
Australia’s South West Wellness Tourism Strategy aims to position the region as a leader in nature-based wellness travel over the next decade.
The strategy capitalises on the region’s existing strengths: stunning natural landscapes, pristine beaches, and a strong focus on sustainable practices, to attract a rapidly growing market of travellers seeking to reconnect with themselves and the environment
A focus on well-being attracts high-spending travellers seeking rejuvenation. By extending the appeal beyond traditional sightseeing, Wellness Tourism drives longer stays and increased visitor expenditure
This strategy isn’t just about attracting new visitors; but about creating a vibrant year-round industry that ensures a sustainable and prosperous future for tourism in the South West. The Industry Toolkit provides the information and resources for implementation in business and destination development initiatives.
Launched in June 2024, the Wellness Tourism Strategy outlines a clear roadmap for achieving these goals, with focus areas including:
Bringing wellness into destination marketing
Fostering community and industry collaboration
Developing nature-based wellness experiences
Encouraging eco-friendly practices
Supporting local Aboriginal tourism
Identifying and facilitating wellness specific superstructure
An industry toolkit was developed to assist with this
MEELUPBEACH, MARGARETRIVERREGION
TRAILSMARKETING
Our Trails Marketing Project is a strategic initiative aimed at positioning the region as a premier destination for trail enthusiasts and adventure tourists Recognising the growing demand for adventure tourism, particularly soft adventure activities like hiking and bushwalking, we are paving the way for a multi-year strategy to grow visitation to the region through our exceptional world-class trails network, and create a unified and strategic approach to showcase these assets.
The initiative aligns with broader state and regional strategies, which emphasises the development of high-quality trails to enhance community, economic, and environmental outcomes.
Through strategic branding, cooperative partnerships, and targeted marketing, this project seeks to drive increased visitation, capitalise on the growing adventure tourism market, and maximise the benefits of the region’s trail infrastructure investments
We are Explorers
ASW worked with We Are Explorers in partnership with DBCA to promote hero trails and experiences in the Great Southern south coast area Two editorial pieces brought in 6,390 views, while two social media deliverables garnered 83,760 plays.
INDUSTRY PARTNERSHIPS
GREATSOUTHERNTOURISMANDTRADEPARTNERSHIP
The Great Southern Development Commission, Austrade and Australia’s South West have partnered to progress and prioritise efforts within the Great Southern to promote tourism and trade initiatives and opportunities such as Tourism and Trade Export development mentoring , support for the Great Southern Treasures Bloom Festival, support for the Great Southern Trails masterplan development and execution, premium food and wine export events and buyer missions and event development.
Key initiatives delivered:
Great Southern Brand
Wander Magazine
Event Development
Taste Great Southern
2025 Great Southern Indigenous Arts and Culture Festival
Wild Gravel Event
Trade Missions and Inbound Famils
TradeStart program
BUNBURYGEOGRAPHETOURISMPARTNERSHIP
ASW proudly delivers the Bunbury Geographe local tourism brand, marketing and industry engagement on behalf of the Bunbury Geographe Group of Councils comprising of the City of Bunbury and the Shires of Harvey, Dardanup, Collie, Capel and Donnybrook- Balingup Delivery includes consumer and industry eDMs, marketing and business development workshops, Found Magazine, social media engagement, website management and marketing campaigns
Key initiatives delivered: Bunbury Geographe Tourism Strategy Industry Training Workshops New Website Ferguson Valley Drive Trails Update Spring & Winter Campaign New Consumer Newsletter
BUNBURYLIGHTHOUSE
GREATSOUTHERNTREASURESPARTNERSHIP
On behalf of the Great Southern Treasures member councils of the Shires of Katanning, Kojonup, Broomehill-Tambellup, Woodanilling, Jerramungup, Kent, Cranbrook and Gnowangerup, Australia’s South West proudly delivers the strategic marketing initiatives of the partnership including the Bloom Festival and Yoorn (Bobtail) Trail as part of the Great Southern Adventure Trails
Key initiatives delivered: Bloom Festival
Rebranding
Delivered 59 events
500K+ social reach
Digital marketing Tour Guide and Map
Collaborative campaigns Yoorn Trail marketing
LUMENESSE&CO
Launched in March 2024, Lumenesse & Co exists to remove complexity and guide tourism businesses and organisations through a journey that not only lights up their present but ensures a luminous future
Profits are channelled back into driving collective exposure for our region, in addition to marketing activities to attract higher value visitation.
We provide consultancy services across marketing, product & business development and destination management. We can do this by providing advice and strategic direction, through hands on execution and delivery, and through detailed analytics and insights.
WINDYHARBOUR
strategic partnerships
Australia’s South West appreciates and thanks our key strategic partners, who have assisted in expanding our appeal and reach by creating opportunities for increased engagement with our target markets
testimonials
GemmaO’Loughlin,Smith’sBeachResort
A diverse and unique regional tourism offering is an essential component in our ability to deliver quality luxury accommodation.
Membership with Australia’s South West is an investment into the tourism eco-system that we operate in and translates to greater opportunities for our guests to truly discover the region in an authentic and meaningful way.
As an independently owned resort, our membership with this RTO also allows us greater representation across target markets as well as advisory and support to continue developing our product alongside changing market requirements
It is a pleasure to work with the dedicated team from Australia’s South West and we thank them for their ongoing professionalism and collaboration
AlisonMelvin,ForestExplorers
Collaboration has been the key elements of our tourism business success over the past three years. Partnering with other reputable tour operators and Australia South West .
It’s provided fabulous opportunities to expand, reach and enjoy a wide range of enthusiasts. Networking together has not only boosted visibility but also enriched our tours through shared experiences, expertise, and resources.
A positive and supportive journey – Thank you ASW .
Our team at the Albany Visitor Centre feel completely supported, well informed and connected with the team at Australia’s South West. We are excited and enjoy engaging with the clever marketing campaigns they create to showcase our region and deliver more visitation to Albany.
Over the last year ASW has worked together with us on a co-hosted event, they supported us in launching the new WANDER magazine for the Great Southern, and delivered a new and exciting brand for The Great Southern that we want to share with the world. Throughout this process we were well informed and encouraged to provide feedback
We are now working with Lumenesse and Co over the next year as they assist us with our marketing strategy. There are always opportunities to meet in person with the team, whether it be one on one meetings or informative networking events, giving us the time to discuss ideas and understand the shared vision.
They are extremely supportive and encourage us to “Dream Deeper” and we feel so very lucky to have ASW as our RTO
CarmenFasolo,AlbanyVisitorCentre
FionaSinclair,SouthernForestsArts
Our membership with Australia's South West has been an invaluable business asset in the past year. They’ve been really supportive of our aspirations to grow our tourism offerings. From the Letters of Support they've provided for various funding applications to a staff and Board visit to our Understory Trail to see our latest sculpture commission, to engaging Lumenesse to coordinate social media campaigns, they’ve given solid advice that has helped us realign, consolidate and evolve. Most importantly, we’ve developed connections that feel like genuine relationships based upon reciprocity and respect. It's clear to us that Australia's South West cares about our work and values our contribution to the regional tourism industry. We are grateful for their partnership.
