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
COLLIE
C O N T E N T S WELCOME ABOUT AUSTRALIA’S SOUTH WEST WORKING WITH US DREAM DEEPER BRAND USEFUL RESOURCES STAY CONNECTED PAGE 05 PAGE 06 PAGE 20 PAGE 28 PAGE 40 PAGE 42
This guide is your valuable resource for exploring opportunities to work together with Australia’s South West.
We have a rich history of supporting members and promoting the region’s multitude of experiences to visitors. The recent launch of the Australia’s South West Wellness Tourism Strategy and the Aboriginal Cultural Tourism Plan are strategic examples of the organisation’s growing engagement in destination management and ongoing commitment to responsible travel.
Aligned with Western Australia’s Walking On A Dream, our new brand, Dream Deeper, is a fundamental step towards achieving these goals. Not just a campaign; it’s a call to action - for both visitors and our local partners The brand will allow us to engage with travellers on a deeper level, and to come together with a single, compelling narrative that amplifies our collective message
By working with us, and the regional brand platform, you become part of a network committed to elevating the South West as a premier destination. We deeply value the support of our partners, especially our key funding partner, Tourism Western Australia Our collective success relies on these collaborative efforts. Together we can enhance our region, build stronger connections, and transform the visitor experience
We look forward to engaging with you to understand your perspectives, ideas, and aspirations. Your insights are invaluable as we work together to shape our future initiatives.
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.
WINDYHARBOUR
o u r r e g i o n
Australia’s South West
S T R A T E G Y O N A P A G E
Efficient and Effective
Marketing & Promotion
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
Destination Development Driving Industry Engagement
PILLARS
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.
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
ENABLING FACTORS
MEASURES OF SUCCESS
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.
Australia’s South West
b r a n d e d 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
PARENT BRAND
ASW BRAND (ENDORSED BYPARENT BRAND)
SUB BRANDS (DELIVERED BYASW)
SUB BRANDS (ENDORSED BYASW)
CONSUMER CORPORATE
m a r k e t s
Australia's South West's role involves identifying and targeting key visitor markets and implementing marketing strategies to position the region as a year-round destination, thereby supporting industry growth and sustainability. To achieve our goal, we allocate resources strategically to markets with the highest growth opportunities
Our region relies heavily on the Western Australian market, which represents over 85% of our visitation. To smooth out seasonal peaks, we focus our intrastate campaigns on attracting local visitors during the shoulder and low seasons
Domestically, we support Tourism Western Australia's cooperative marketing campaigns with key distribution partners, and provide trade training and education. We also undertake strategic activities such as participating in consumer shows in Victoria and New South Wales to support the direct aviation routes.
INTERSTATE INTERNATIONAL INTRASTATE
We promote Australia's South West at Tourism Australia or Tourism Western Australia trade events to key international markets including the United Kingdom, Singapore, Malaysia, New Zealand, Continental Europe, Japan and USA Additionally, we maintain a watch on emerging markets and participate in trade missions as opportunities arise.
FERGUSONVALLEY
Australia’s South West
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.
s t r a t e g i c f o c u s a r e a s
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.
MEELUPBEACH
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
Working With Us
M E M B E R s h i p
B E N E F I T S
Australia’s South West’s role is to enable visitor economy development at a local level by engaging people culturally and emotionally through domestic and international marketing strategies We support and drive our region’s tourism industry with engagement, development, training, education, and product development.
STAIDENWINES,FERGUSONVALLEY
Showcase your business on the Australia’s South West’s consumer website to receive referrals and leads
Promote your business in our annual holiday planner, with 80,000 copies distributed annually.
Take advantage of subsidised advertising rates in our marketing campaigns
Participate in cooperative marketing opportunities developed for our members.
Connect with other members to cross promote and package your product
Meet with our marketing team to discuss business opportunities.
Stay informed of industry growth and opportunities via our monthly industry and marketing newsletters.
Receive invitations to Australia’s South West networking events
Maintain voting rights at our annual Annual General Meeting.
Access the Member Hub, which contains fact sheets and industry resources
Utilise opportunities to put forward your product to Tourism Western Australia as part of our regular updates.
Request letters of support for grant funding or tourism developments.
Order Australia’s South West Holiday Planners and Maps with free delivery to your door.
Ultimate Members also receive a greater discount on all Australia’s South West publications, access to annual business development support and a listing on the South West Map & Guide, distributed to 80,000 visitors each year Access membership here
P A R T I C I P A T I N G I N f a m i l s
A familiarisation (famil) is a promotional trip designed to introduce key industry partners, such as travel agents, wholesalers, and media representatives, to the unique attractions, experiences, and facilities offered by Australia's South West.
When a business is selected to participate in a famil, it's an excellent opportunity to showcase its products or services to a targeted audience of travel professionals. The opportunity should be considered promotional and offered at cost price If you would like to be considered for famils, please contact us so that we can recommend you when itineraries are being created.
Australia’s South West runs integrated marketing campaigns and digital marketing activity throughout the year, including seasonal campaigns to stimulate visitation and conversions.
This activity will be tailored to the market conditions as they evolve in the current environment, allowing us to be tactical and nimble in our marketing efforts, while offering co-operative buy-in opportunities when there's market fit
Australia’s South West also offers add-on packages year-round, allowing our members to receive SEO-rich website content and collaboration on social media curated by our team at any time. Members can choose to have control over the messaging and call-toactions or let the Australia’s South West team guide the tone, imagery, and timing, to maximise performance.
P A R T I C I P A T I N G I N d i g i t a l m a r k e t i n g
C C E S S I N G
M A G E S A N D V I D E O
AUSTRALIA’SSOUTHWEST| DIGITALASSETS
Australia’s South West has a range of creative assets featuring the South West, including images, graphic design material, logos, and video that can be shared via our digital asset library.
To make a request, begin by filling in a Digital Asset Request form, which can then be emailed to the Australia’s South West marketing team at marketing@australiassouthwest.com.
TOURISMWESTERNAUSTRALIA| DIGITALASSETS
Tourism Western Australia also have a free image and video library for marketing activities that promote Western Australia Containing imagery, video, logos, graphics, and other branding tools, you can make a content request at any time.
Visit the corporate website at https://www.tourism.wa.gov.au/ or email imagelibrary@westernaustralia.com for further assistance
i n d u s t r y e v e n t s a n d n e t w o r k i n g
Australia’s South West invites members to network with the team and the tourism industry regularly throughout the year, either at our own events that we hold across the region, or co-hosted with industry partners. Sign up for our newsletter to receive updates and be the first to know about upcoming opportunities for some face-to-face time with us.
Being trade ready is another level of professionalism that shows distribution partners you are ready to do business with them and their clients It’s an important step in opening up a world of potential new clients to your business.
Tourism Western Australia and Tourism Australia also prefer to work with trade ready products when they showcase destinations to their international and domestic media networks and famil groups.
If your business is working with trade, be sure to share with us so that we can represent your business during trade engagement activities.
If you would like to learn more about trade and distribution, or would like to see if your business is 'trade ready' view our Trade Ready Checklist
If you would like to become trade ready, Tourism WA's 'Trade Ready Induction Program' (TRIP) or ATEC's 'Tourism Trade Ready' program are both excellent resources to support businesses on the journey W o r k i n g w i t h t r a d e
02 d e v e l o p i n g y o u r t o u r i s m b u s i n e s s
Developing a tourism product requires market research, government compliance, and expert guidance. We've compiled a list of businesses offering training and support to help you succeed;
01
LUMENESSE AND CO.
The consultancy arm of Australia's South West, 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.
Providing services across marketing, product and business development and destination management Our profits are channelled back into driving collective exposure for our region, in addition to marketing activities to attract higher value visitation
TOURISM WESTERN AUSTRALIA – TOURISM EXPERIENCES DEVELOPMENT
The Experience Development team at Tourism Western Australia offer hands-on guidance in enhancing the profile of tourism and hospitality through workforce initiatives, expanding cruising capabilities in Western Australia, facilitating projects, implementing sustainability principles, and supporting the development of new tourism experiences within the region.
WELLINGTONDAM
TOURISM COUNCIL OF WESTERN AUSTRALIA (TCWA)
WAITOC's vision is to see the creation of a vibrant authentic Aboriginal tourism industry as an integral component of Australia’s tourism industry and for Western Australia to become the premier destination in Australia for authentic Aboriginal experiences Our aim is to create a vibrant Aboriginal component of Western Australia’s tourism industry, raising the profile of Aboriginal tourism on a State, National and International level 03 04
TCWA industry development programs assist their members to enhance their sustainability and profitability TCWA facilitates business and workforce development through training, workshops, site visits, online facilities and a professional team of state-based industry advisors The Quality Tourism Framework is a national business development program based on Quality Assurance principals Accreditation is a vital industry asset designed to continually improve standards, market quality product and enhance the reputation of tourism destinations.
WESTERN AUSTRALIAN INDIGENOUS TOURISM OPERATORS COUNCIL (WAITOC)
AUSTRALIAN TOURISM EXPORT COUNCIL (ATEC)
ATEC is Australia's national trainer, specialising in international tourism distribution. With over 50 years of experience, ATEC is a trusted organisation with industry support and connections All ATEC training has been developed in consultation with industry advisory groups to ensure the training is relevant, timely and informative 05
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.
In Australia’s South West, it’s not just about fleeting moments - we seek deeper connections, discoveries and transformation.
Walk atop ancient forests of towering karri and jarrah trees where nature shares its age-old stories with a whisper.
Hike rugged cliffs where oceans meet - a spectacle that takes your breath away. Pure forest air fuelling each step of your adventure.
With grapes caressed by ocean breezes yielding fine wines, a tale of enchantment within each sip
Relish in produce plucked from fertile soils, curated and paired in sensory feasts.
Soak up moments of powerful stillness in ancient limestone caves. Dive into crystal clear oceans, lakes and rivers
Be at one with wild nature, with playful dolphins and graceful humpback whales, riding the perfect wave.
Where off-track foraging through undergrowth gifts earth’s treasures. Beaches so vast, trails untouched, tracks unbeaten
Where those who seek diverse and transformative experiences find them in abundance.
AUSTRALIA'S SOUTH WEST DREAM DEEPER
hire a kayak. Go around a bend. and another. float away and find the land that time forgot.
b r a n d
t
o n e
OUR PERSONALITY
Sandy feet or farming boots, we wave g’day and smile at passers-by. Our relaxed demeanour immediately puts others at ease.
Explorers at heart, we go where desire takes us; recharging in nature, chasing waves, tending to farmland or seeking adventure.
Beneath our laid-back exterior lies a full-bodied richness of character
An old-world wisdom runs through our veins, handed down, earned.
Our spirited charm captivates. We respect our wild wonders and seek to sustain them.
We effortlessly balance our easy-going nature with depth, ensuring that every encounter is a wondrous experience.
VOICE
Friendly, welcoming and easy-going, we invite others in to experience the abundance of our region
We’re confident in our offerings so we can speak with grace and tastefulness.
We show the real magic that our region has to offer, we use our language to spark intrigue and wonder
B u n b u r y
G e o g r a p h e
Calm waters, quaint towns to urban happenings, mountain bike tracks to walking trails, lakeside picnics or floats, an active getaway that brings joy to all.
Less time travelling, more time unwinding. Effortless memories await
BUNBURYLIGHTHOUSE
M a r g a r e t
R i v e r
R E G I O N
Nature’s gifts and local smiles, profound ancient culture, brimming with fine wine, produce, wellness, waves and caves
An indulgent adventure, generous in nature
S o u t h e r n
f o r e s t s &
v a l l e y s
Nature's wonders abound with rich flora and fauna, pure forest air, towering giants with tracks waiting to be taken, misty valleys, winding drives, quaint villages and enchanting edible delicacies
Undiscovered charm waiting to be discovered.
G r e a t
S o u t h e r n
A realm of rugged beauty, grandeur, elevated adventure, edible treasures plucked straight from the seas paired with premium wines direct from the vines, the seclusion, a sanctuary for all.
Wander with nature, so wildly perfect.
A u d i e n c e S n a p s h o t
PREMIUM NATURE
High activity immersion experiences, at one with nature, untouched wilderness and one-of-akind experiences.
LUXE CULTURE
SIMPLE NATURE
Hotels and resorts, indulging in premium food and wine, boutiques and arts/culture experiences.
RELAX AND RECHARGE
A low activity trip, perfect for resting, escape the hustle and bustle
FAMILY TIME
Family holidays, making memories along the coast or in the heart of the forests
Simple holidays immersed in nature and enjoying the local spoils and farm-fresh produce
B R A N D M A R K S
LOGO
The Australia’s South West logo is a simple type treatment that has a relaxed look and feel. Reminiscent of local road signs or the styling found in maps and cartography.
Carefully crafted typography has been explored by lowering the ‘x’ height of the font which subtly allows the font to sink deeper. Each letter is spaced out further, to give a spacious and free feeling
By stacking the words, a subtle link to the direction of South and West has been created. Each word steps down, and ‘West’ edges slightly further to the westerly position.
ICON
An abbreviation of the logo that allows for small space usage such as social media or as an additional design element.
Vineyard Green
Ocean Blue
Mono Black
Mono White
U S E F U L
R E S O U R C E S
Maximise a the chance South West resources.
MEMBER
How to ma Membersh Member ch
DREAMD
Leverage Australia’s South West’s brand in your own digital marketing with this toolkit
WELLNE
Read about the emerging wellness tourism sphere and how you can embed this in your business offerings.
BUSINESS
Information on activities and event operators within Australia’s South West’s four sub-regions
Log into th informative FACTSH
A range of information is being published regularly, analysing data and providing insights that shape the future of industry.
We recommend the following resources;
WA Visitor Economy Strategy 2033
Tourism Western Australia
Markets and Research
Tourism Western Australia
Tourism Forecasts for Australia
Tourism Western Australia
Future of Demand
Tourism Australia
THRIVE 2030 Strategy
Austrade
T o u r i s m
i n s i g h t s & s t a t i s t i c s
S T A Y
C O N N E C T E D
There are many ways you can connect with us to benefit from our activities These include leveraging the Australia’s South West Dream Deeper Brand platform, marketing campaigns, advertising, PR and media programs, trade shows, consumer promotions and digital marketing to grow your tourism business.
REACHOUTTOUS
Subscribe admin@australiassouthwest com to your newsletters.
Get to know the Australia’s South West team and understand how they can help you and your business.
Invite us to visit or arrange a meeting; we would love to learn more about your product.
Send us your media releases or simply send us an email to share your news!
Keep the Marketing Calendar handy, and reference when you have something to share and could cross promote on our channels to our warm audience
ENGAGEWITHUS
Like us on Facebook - @AustraliasSouthWest
Follow us on Instagram - @Australias SouthWest
Subscribe to our YouTube Channel
Follow us on LinkedIn
And let's share your content with the world! Use the hashtag #AustraliasSouthWest on all your social media platforms, or tag us to help our team easily share your content with our audiences. ORCA,BREMERBAY
