ACKNOWLEDGEMENT OF COUNTRY
We acknowledge Aboriginal people as the traditional custodians of Western Australia and pay our respects to Elders past and present. We celebrate the diversity of Aboriginal West Australians and honour their continuing connection to Country, culture and community. We recognise and appreciate the invaluable contributions made by First Nations peoples across many generations in shaping Western Australia as a premier destination.
INTRODUCTION
The South West Regional Tourism Development Strategy (RTDS), together with the overarching Australia’s South West (ASW) Tourism Destination Management Plan (TDMP), will guide decision-making, investment and capacity development for tourism over the next 10 years.
The RTDS has been informed through comprehensive engagement with industry and stakeholders across the region to understand opportunities and priority projects. These projects have been assessed at a regional and subregional level through an analysis of the region’s tourism offering, to prioritise initiatives that will have the most impact on growing the visitor economy sustainably.
Both documents make recommendations on actions and priorities to support the management and growth of the destination in the following areas:
Supply including attractions, events, accommodation, access and connectivity and other visitor-related infrastructure.
Demand including the region’s positioning, markets and destination marketing.
Capability including workforce and skills development, funding and partnerships.
This abridged RTDS outlines the key priorities and actions for tourism development in the South West region, in alignment with the ASW TDMP.
It is important to note that many of the priorities identified in the document are aspirational and unfunded. Their inclusion will provide industry and government with the strategic direction to seek resourcing, if required, to deliver initiatives within their areas of responsibility.
PART 1: RTDS VISION, GOALS & PRIORITIES
10-YEAR VISION
The ASW region is a globally renowned tourism destination of ancient Aboriginal culture, natural beauty, exceptional produce, creative communities and iconic adventures, where:
Visitors Visitors can easily access and navigate the region and customise their stay with high quality, cohesive information. Immersed in unrivalled experiences, they understand the region’s diversity, beauty and fragility, and have vested interest in its ongoing care, choosing to respect and tread lightly on Noongar country. They stay longer, experience more and leave with a plan to return.
Industry Tourism is highly valued, capable and enabled for sustainable growth and management practices. Product development, partnerships, education and workforce development are supported and sustainably resourced. The industry is valued by community and government for its contribution to the economic, social, environmental and cultural fabric of the region. Respect for place is embedded throughout the tourism offering.
Government Government is enabling industry, and investing sustainably in tourism infrastructure, product development, management and marketing. Coordinated decision making and investment frameworks are well established and responsive to economic conditions and deliver market certainty.
Communities Local communities are engaged in and understand the value of local visitor economies. They have opportunities to provide input and see their values for sustainable practice reflected in the tourism industry. Communities work together with government and industry to support caring for country and transitioning industries, sharing the tangible benefits that tourism brings.
10-YEAR TOURISM GOALS & PRIORITIES
1. . Rejuvenate existing and develop new tourism products and attractions.
• Activate trails infrastructure through development of visitor infrastructure and services — with a focus on Collie, Wellington National Park (NP), Pemberton, Manjimup, Nannup, Margaret River and Walpole-Nornalup NP (including hire facilities and bookable commercial tour product).
• Deliver the Conserving the Capes initiative and upgrades/ improvements to the Leeuwin — Naturaliste National Park, including the Cape to Cape Track.
• Rejuvenate visitor attractions within the region by supporting the development of commercial product opportunities — with a focus on Busselton Jetty, Margaret River Cave experiences, Wellington Dam Mural and the region’s lighthouses.
• Diversify the product offer across the region through the development of agritourism, dark sky, wellness, adventure and food, wine and produce experiences.
• Support the development and rejuvenation of tourism experiences and visitor infrastructure to assist in maturing the Southern Forests and Valleys region.
2. Develop and showcase Aboriginal tourism.
• Expand interpretive signage, dual naming and Acknowledgement of Country as a foundation for visitor education and awareness raising.
• Facilitate the inclusion of Aboriginal tourism experiences in mainstream tourism offerings, to drive demand and awareness for local product.
• Deliver Aboriginal tourism infrastructure, facilities, assets and attractions to support tourism product development.
• Implement actions from the Jina: WA Aboriginal Tourism Action Plan 2021-2025 (or future editions) as relevant to South West, including the Custodians Program.
3. Strengthen access to and within the region.
• Expand aviation networks, services and landside / terminal infrastructure at Busselton Margaret River Airport, and secure first point of entry status to support direct international services.
• Expand berthing and landside infrastructure to support cruise shipping and superyachts in Bunbury and Busselton.
• Improve wayfinding, entry and departure signage to facilitate navigation, visitor dispersal and improve visitor understanding and awareness of the regional tourism assets.
4. Grow and diversify the accommodation offer by addressing specific subregional gaps and priorities.
• Grow the inventory and range of commercial short stay accommodation throughout the region, focusing on:
– Within or near national parks or trail networks.
– Bunbury Geographe: group, family and budget style, four to five-star and luxury hotels, self-contained accommodation.
– Margaret River Region: five-star and luxury hotel/resorts servicing business and leisure visitation and niche accommodation.
– Southern Forests and Valleys: self-contained and luxury accommodation.
– Boutique and niche accommodation development in locations such as Collie and Wellington NP.
• Facilitate the development of tourism worker accommodation throughout the South West.
5. . Strengthen the regional brand and assets to support strategic marketing.
• Participate in collaborative marketing to strengthen regional awareness and positioning, and achieve brand alignment with
Tourism Western Australia (Tourism WA) and ASW Regional Tourism Organisation (RTO).
• Position the South West Edge as an iconic drive for the state.
6. . Build and leverage events to promote cross-regional visitation.
• Deliver Pair’d, the signature culinary event in the Margaret River Region.
• Leverage large scale regional and major sporting events planned for the South West, including showcasing the region through product packaging.
• Leverage extensive existing and planned trail networks to attract trail and adventure events.
7. Strengthen industry capacity and capability to support sustainability of tourism across the region.
• Support and facilitate training and development opportunities across the region to increase the pool of tourism and hospitality workers.
• Improve industry capacity and grow the sustainability (environmental, social, and economic) and accessibility credentials of the region.
PART 2: UNDERSTANDING THE REGION
HAMELIN BAY, AUGUSTA
SOUTH WEST REGIONAL OVERVIEW
Situated in the picturesque south-west corner of Australia, the South West region and its tourism subregions are well-known for their natural beauty, with attractions that include world class surfing beaches, dense forest areas, inland lakes, whale and dolphin experiences and established wine regions and experiences.
There are three distinct and diverse tourism subregions in the South West region:
• Bunbury-Geographe
• Margaret River Region
• Southern Forests and Valleys
The Noongar people are the Traditional Custodians of the South West, incorporating the Pinjarup, Wiilman, Wadandi, Pibelman, Kaneang, Menang and Koreng language groups. In context of the South West Native Title Settlement, the South West sits within the Gnaala Karla Boodja, Wagyl Kaip, and South West Boojarah Indigenous Land Use Agreements.
The South West region covers an area of 23,970 square kilometres and comprises 12 Local Government Authorities (LGAs). Although much of the region’s prosperity is based on its mining industry, a diverse range of industries, including tourism, provide employment opportunities for people living in the region and substantial export income. Tourism, events and creative industries, as a collective, is one of the South West Development Commission’s six priority sectors for significant growth and diversification.
In 2019, Lonely Planet named Margaret River and the South West as the number one tourism destination to visit in the Asia Pacific region.
In addition to its unique and sought-after natural attractions, the South West is also home to an abundance of iconic built attractions such as Busselton Jetty and the Dolphin Discovery Centre, as well as a strong events calendar, food, heritage and cultural experiences.
Key projects and programs include the Bunbury Waterfront, Busselton Foreshore, Saltwater Busselton Convention and Performing Arts Centre, Margaret River HEART, Busselton Margaret River Airport and revitalisation of town centres including Manjimup and Donnybrook.
The Native Forest Transition Plan is guiding workers, businesses and communities to transition from native forest logging in communities including Shires of Manjimup, Nannup and Bridgetown-Greenbushes. The Collie Futures Fund is also driving economic diversification, and new employment opportunities outside of extractive industries. These programs include funding that can be used for tourism development.
PERTH
LEGEND
SOUTH WEST DEVELOPMENT COMMISSION REGION
BUNBURY GEOGRAPHE
MARGARET RIVER REGION
LGA MARKER
SOUTHERN FORESTS & VALLEYS
GREAT SOUTHERN
DONNYBROOK BALINGUP
AUGUSTA MARGARET RIVER BUSSELTON
BROOK
BRIDGETOWN GREENBUSHES
MANJIMUP
BOYUP
COLLIE RIVER
PART 3: STRATEGY & IMPLEMENTATION
SOUTH WEST ACTION PLAN
The South West RTDS has been informed by the subregional priorities developed through industry consultation. The following tables outline actions and projects, and the partner agencies/stakeholders responsible.
All actions are to be executed in alignment with the South West Native Title Settlement Framework.
KEY AGENCIES AND PARTNERS FOUND WITHIN THE ACTION PLAN
These agencies/organisations have been identified as having a role to play in leading and/or coordinating the implementation of the project within the confines of their remit but may not be solely responsible for delivery. The recommendations are aligned with the core functions of the individual agencies. The expectation is that these agencies will work together to ensure the recommendations are implemented and pursued to a measurable conclusion.
ASW – Australia’s South West Regional Tourism Organisation
BEP – Business Events Perth
BGTP – Bunbury Geographe Tourism Partnership
DBCA – Department of Biodiversity, Conservation and Attractions
DLGSC – Department of Local Government, Sport and Cultural Industries
DPIRD – Department of Primary Industries and Regional Development
DPLH – Department of Planning, Lands and Heritage
DoT – Department of Transport
DTWD – Department of Training and Workforce Development
JTSI – Department of Jobs, Tourism, Science and Innovation
KKAC - Karri Karrak Aboriginal Corporation
LGA – Local Government Authority
LTO – Local Tourism Organisation
MRWA – Main Roads WA
MRBTA – Margaret River Busselton Tourism Association
RSC – Road Safety Commission
SoH – Shire of Harvey
SFFC – Southern Forests Food Council
SPA – Southern Ports Authority
SWALSC – South West Aboriginal Land and Sea Council
SWDC – South West Development Commission
TCWA – Tourism Council Western Australia
TOs – Traditional Owners
TWA – Tourism Western Australia
WAITOC – Western Australian Indigenous Tourism Operators Council
WBAC – Warren Blackwood Alliance of Councils
WKAC – Woolkabunning Kiaka Aboriginal Corporation
1. REJUVENATE EXISTING AND DEVELOP NEW TOURISM PRODUCTS AND ATTRACTIONS
INITIATIVE
Investigate and deliver new tourism assets that encourage increased length of stay and regional dispersal.
PARTNERS ACTION SUBREGION
ADDRESSING SUPPLY ISSUES
TWA, ASW, SWDC, LGAs, BGTP, DBCA, Private sector
SoH, DBCA, DPIRD
Communicate specific product development opportunities for the Bunbury Geographe subregion to encourage private sector investment in adventure tourism, urban food and wine, arts and culture, wellness and agritourism experiences.
Support the implementation of the Harvey Region Trail and Adventure Master Plan’s. Establish this area as a hub for hiking/walking and cycling.
DBCA, TWA, ASW, BGTP, LGA, Private sector Explore tourism product development opportunities associated with the Golden Valley Tree Park.
DBCA, LGAs, TWA, SWDC, Private sector
TWA, ASW, MRBTA, DBCA, LGAs, SWDC
CoB, ASW
TWA, ASW, SWDC, LGAs, WBAC, DBCA, SFFC, Private sector
TWA, DBCA, ASW, WBAC, LGAs, SWDC
JTSI, TWA, SWDC
TWA, DBCA
ASW, SWDC
Support product development opportunities to revitalise visitor attractions — with a focus on the Wellington Dam precinct, Wellington National Park, Collie Roundhouse redevelopment, and activation of Bunbury’s waterfront.
Communicate specific product development opportunities for the Margaret River Region to encourage private sector investment in wellness, dark sky wellness, urban food and wine, adventure trails and marine tourism experiences.
Focus development on products that complement the existing signature experiences to support a compelling five to seven-day itinerary in the region.
Leverage LGA investment to support development of a calendar of night-time businesses, attractions, and experiences to enhance the night-time economy.
Communicate specific product development opportunities for the Southern Forests and Valleys subregion to encourage private sector investment in nature based, adventure trails, agritourism, arts and culture, dark sky, wellness and culinary experiences.
Deliver product development and enhancements to visitor attractions in the Gloucester National Park, and progress upgrades to the Gloucester/Bicentennial Trees to allow climbing.
Through the Native Forest Transition Plan, work with local businesses and communities that are seeking to diversify into tourism/hospitality experiences.
Explore opportunities for the development of experiences in or adjacent to national parks and trail networks across the South West.
Develop an arts, culture and heritage strategy for the South West region, incorporating opportunities to strengthen development of cultural tourism programs, products and events.
LGAs Ensure town centre improvements and community facilities (such as sport, culture and recreation) are planned and delivered as multi-functional assets and incorporate visitor amenities.
Southern
Throughout region
Bunbury Geographe
Margaret River Region
Forests and Valleys
Activate trails infrastructure through development of visitor infrastructure and experiences.
DBCA, LGAs, TWA, SWDC
DBCA, TWA, ASW, BGTP, SWDC
DBCA, DoT, LGAs, MRBTA, ASW, SWDC
Prioritise delivery of new or improved visitor facilities and amenities to support trail activation throughout the South West, including conveniences, rest stops, seating and shelter.
Deliver ‘wrap around’ trails infrastructure and services within Wellington National Park, Arklow Forests and Westralia Conservation Park; linking connections from trails to towns and major attractions including the Wellington Dam precinct.
Prioritise delivery of ‘Conserving the Capes’ improvement projects within Leeuwin Naturaliste National Park including:
• Capes improvement projects — improving amenity, access and safety in Leeuwin-Naturaliste National Park, including the Cape to Cape track; and
• Our Unbeaten Tracks — in the long term, upgrade and connect the track networks of the subregion with key activity nodes, including conservation, enhanced visitor experience and interpretation.
Throughout region
DBCA, TWA, LGAs, ASW, WBAC, SWDC
Activate major trails including Warren Blackwood Stock Route (bridle trail) and Manjimup motocross trail with ‘wrap around’ infrastructure and services.
Pursue product development opportunities such as hire facilities and bookable tour product to support the activation of Valley of the Giants Mountain Bike Trails.
Margaret River Region
Southern Forests and Valleys
DBCA, TWA, LGAs, ASW, WBAC
Develop cross-regional product packaging aligned with product pillars. ASW, LTOs
Formalise key target markets and segment in line with ASW product pillars. ASW, TWA, JTSI
Deliver and seek to implement trails master plans for Blackwood and Pemberton.
ADDRESSING DEMAND ISSUES
Define, package and promote four to six iconic, ‘must-do’ subregional products and experiences for each subregion that:
• Align with recommended product development focus.
• Support visitor dispersal across the South West region.
Undertake strategic marketing, promotion and packaging of trails experiences to encourage dispersal across subregions.
Develop an insight driven marketing approach for each subregion:
• Implement a consistent approach to data capture to inform regional and subregional marketing activity.
• Implement Tourism WA’s Domestic Segmentation Model for intra and interstate markets including the day trip market.
• Working with Tourism Australia, define each subregion’s high yield traveller and source markets across experience segments including adventure, nature, food and wine and arts, culture and heritage.
• Use WA Trails Market Research to guide cohesive cross-regional trails marketing.
Throughout region
Throughout region
Bunbury Geographe
INITIATIVE
Strengthen in-region tourism product development support.
PARTNERS ACTION
ADDRESSING CAPABILITY ISSUES
TWA
Strengthen recognition, resourcing and recurrent funding to support and activate nature-based tourism assets.
DBCA
Establish private sector partnerships and facilitate investment in tourism products.
TWA, DBCA, SWDC
Support development of experiences in/around national parks including product identification, development and growth in line with subregional priorities and mapped to key target markets.
Deliver targeted capacity building of tourism operators in line with subregional priorities and mapped to key markets.
Coordinate resources for the management, maintenance and revitalisation/regeneration of trails networks throughout the South West.
Prioritise resourcing, operational funding and ‘on ground’ management in national parks with significant visitor demand.
Continue to invest in visitor facilities and amenities responding to visitor demand including access, ablutions, camping and day use facilities, interpretive signage, trails and pathways.
Explore partnership models with private sector operators, to facilitate investment in tourism product. Respond to identified gaps in the South West and enable delivery of appropriate tourism facilities, assets and services.
Identify and de-risk precincts / sites able to support tourism product development such as tours and accommodation.
SUBREGION
Throughout region
Throughout region
Throughout region
2. DEVELOP AND SHOWCASE ABORIGINAL TOURISM
INITIATIVE PARTNERS ACTION
ADDRESSING SUPPLY ISSUES
Develop commercially sustainable Aboriginal tourism product.
WAITOC, TWA, DLGSC, SWDC, LGAs, SWALSC, TOs
Develop initiatives to support commercial sustainability of Aboriginal tourism product that reflects the unique and diverse nature of Aboriginal tourism and experiences in the South West.
Strengthen existing Aboriginal tourism products and develop new offerings in collaboration with existing operators. Opportunities may include:
• Tag along tours — including a start and end point, using different modes of transport, such as walking in the Bunbury CBD, river tour by boat, heritage trails at Roelands Village, public art works by electric scooter;
• Adventure tours such as rope climbing, canoeing down river through Harvey, Collie and Donnybrook / Wadandi, Wiilman and Kaneang Country;
• Art trails — starting in Collie and including stories of the Stolen Generations; and
• Development of suppliers for bush tucker such as Kangaroo, or on-Country bush foods.
In collaboration with existing operators, opportunities may include strengthening and sustaining Aboriginal tourism products and experiences including:
• Wadandi culture — food, caves, walking and on-Country tours;
• Bushfoods and medicines;
• Educational camps and nature play;
• Cape cultural tours; and
• Welcome to Country and cultural awareness.
Establish Aboriginal tourism experiences in the Southern Forests and Valleys subregion. Through a culturally appropriate approach, identify opportunity and build capacity to deliver:
• Heritage trails and sites;
• Bushfood gardens;
• Storytelling and music;
• Biddi trails leading to camping grounds;
• Ochre sites; and
• Lake and dune systems — Lake Jasper and Yeagarup.
Deliver Aboriginal owned/ operated cultural tourism infrastructure, facilities, assets and attractions.
LGAs, TOs, SWALSC, SWDC, DLGSC
WKAC, WAITOC, TWA, DPLH, SWDC, LGAs
Promote the Boola Biddi Dreaming Centre in Harvey as a hub to showcase Noongar culture. Investigate opportunities for the development of new infrastructure to enable Aboriginal tourism across the subregion, including public art trails/interpretation including stories of the Stolen Generations, and structures along the Collie River to Harvey.
Support development and growth of Woolkabunning Kiaka (Roelands Village) as a tourism hub for the subregion, including cultural appropriate re-use of facilities for visitor experiences.
SUBREGION
Bunbury Geographe
Margaret River Region
Southern Forests and Valleys
Bunbury Geographe
INITIATIVE PARTNERS ACTION SUBREGION
LGA, SWALSC, DLGSC Support the delivery of an Aboriginal Cultural Heritage Centre and art gallery in Bunbury. Bunbury Geographe
DBCA, MRBTA, DoT, LGAs Incorporate cultural tourism infrastructure into the Conserving the Capes projects.
TWA, KKAC, DBCA Investigate opportunities for tourism infrastructure to support Aboriginal tourism experiences in/around Leeuwin-Naturaliste National Park.
LGAs, SWALSC Development and / or linkage of progressive six seasons gardens at culturally appropriate locations across Busselton, Margaret River, Augusta, Yallingup and Dunsborough.
DBCA, SWDC, DJTSI Incorporate cultural tourism infrastructure into national park infrastructure improvements, trails projects and Forestry Transition Plan initiatives.
ADDRESSING DEMAND ISSUES
Raise the profile and awareness of Aboriginal-owned tourism operators and products.
Significantly elevate representation of Aboriginal heritage marketing and brand activity.
WAITOC, ASW, MRBTA Focus marketing content on supporting existing / established tourism operators to drive awareness and demand for local product.
MRBTA, ASW Leverage development of the “Meeting Place” at Ngilgi Cave (Ancient Lands Discovery Park Project) through targeted marketing.
WAITOC, ASW, TWA
Ensure representation is consistent, culturally appropriate and unique to each subregion, including:
• Subregional brand identity development;
• Proactive promotion of Noongar six seasons;
• Acknowledgement of Country in Noongar language on wayfinding and interpretive signage; and
• Ensuring content and narrative is culturally appropriate and promotes understanding of Country and care for Country.
ADDRESSING CAPABILITY ISSUES
Strengthen partnerships with established tourism operators and Aboriginal tourism operators.
Through the Jina Plan, codesign an on-Country tourism employment pathways and mentoring program.
WAITOC, TWA Develop a targeted mentorship program with established tourism operators, to strengthen capacity, sustainability and awareness of existing Aboriginal tourism operators.
TWA Formalise a process for inclusion and representation of Aboriginal-owned tourism businesses in special events planning and programming.
WAITOC, TWA Deliver a practical hospitality training program focused on young Aboriginal people living in the subregions and collaborate with key stakeholders to identify specific opportunities, for example:
• Place-based mobile coffee van to train young people as baristas / hospitality workers.
• Traineeships and apprenticeships that enable shadowing / mentoring of management positions.
• Re-training and up-skilling to transition into the tourism sector.
Margaret River Region
Southern Forests and Valleys
Margaret River Region, Bunbury Geographe
Margaret River Region
Throughout region
Throughout region
Throughout region
INITIATIVE PARTNERS ACTION SUBREGION
Strengthen joint management partnerships and cooperative management of land and water assets.
Channel Aboriginal-owned tourism business into training and development programs.
WAITOC, DPIRD
Collaborate with key stakeholders to further define specific opportunities for the subregions, including:
• Specific roles / responsibilities for Traditional Knowledge holders, knowledge sharing and Caring for Country;
• Regenerative tourism and sustainable practice;
• Extension of ranger programs;
• Other initiatives as determined by Traditional Owners.
Resource on-Country Aboriginal tourism product and business development support, responding to subregional drivers and opportunities such as:
Bunbury Geographe
• Managing business administration costs (bookings, social media etc).
• Social media and marketing skills.
• Accessing business loans, funding, grants and tenders.
• Accessing supplier opportunities for Aboriginal-owned businesses.
• Marketing of existing businesses.
Margaret River Region
• Continued partnering with MRBTA to extend capacity and patronage of local Aboriginal tourism businesses.
• Marketing support, targeting domestic markets.
• Development of competitive, sustainable business models and management of seasonal fluctuations.
• Caring for Country partnerships.
• Co-designed training programs, to upskill and create local jobs.
• Supporting employment of Aboriginal people within MRBTA and local tourism businesses. Southern Forests and Valleys
• Developing business ideas.
• Assistance for start-ups including seed funding.
• Mentorships and partnerships.
• Training tour guides.
• Product scoping, development.
• Forest Transition Plan — retraining, upskilling and transitioning into tourism enterprise.
Throughout region
DBCA, JTSI
Bunbury Geographe
Margaret River Region
Southern Forests and Valleys
WELLINGTON DAM, COLLIE
3. STRENGTHEN ACCESS TO AND WITHIN THE REGION
INITIATIVE PARTNERS ACTION SUBREGION
ADDRESSING SUPPLY ISSUES
Expand aviation networks, services and landside infrastructure at Busselton Margaret River Airport.
Improve in-region ground transportation.
Support new access points that facilitate tourism development or dispersal.
SWDC, DoT, City of Busselton, TWA, ASW
Continue to progress the development of Busselton Margaret River Airport including activation and future expansion.
Expand the number and frequency of domestic aviation routes into the region.
Secure first point of entry status for Busselton Margaret River Airport to enable international connections.
Pursue international aviation routes into Busselton Margaret River Airport.
Address basic infrastructure connectivity.
Drive sustainable growth in cruise tourism across the South West.
DOT, Private sector
DoT, DBCA, TWA
ASW, TWA
MRWA, SWDC, Industry
MRWA, LGA
SWDC, LGAs
SPA, LGAs, Visitor Centres, ASW, TWA, LTOs
Continue to investigate and advocate for improved ground transportation services for the region, including public transport or commercial opportunities such as ride-share services and four-wheel drive/camper van hire.
Advocate for additional road usages where there is strategic tourism development benefit.
Endorse and promote drive and fly itineraries. Advocate for the continuation of one way hire care rental from Perth airport to Busselton airport, to encourage one-way travel to the South West region.
Improve the visitor experience along the South Western Highway to develop it as an alternative route to the Forrest Highway and facilitate greater access the Bunbury Geographe region.
Advocate for the development of a pedestrian/cycle bridge on the South Coast Highway between Walpole and Nornalup to improve access to the Valley of the Giants trails.
Continue to advocate to State Government and utility providers to address critical infrastructure needs and limitation in WIFI and network blackspots, road connectivity, power, sewer and water.
Improve the landside experience including the arrival experience and supporting infrastructure, itinerary development for shore excursions, ease of ground transport access and transfers.
DoT, TWA, LGAs, SPA, JTSI Inform a coordinated government response to coastal and marine tourism facilities and demand planning, to include:
• Improved understanding of market depth and definition;
• Location;
• Supporting uses and facilities; and
• Current and future infrastructure capacity.
DoT, TWA, LGAs, SPA, JTSI, SWDC
Expand berthing and landside infrastructure to support cruise shipping and superyachts in Bunbury and Busselton.
Margaret River Region
Throughout region
Throughout region
Bunbury Geographe
Southern Forests and Valleys
Throughout Region
Bunbury Geographe, Margaret River Region
INITIATIVE PARTNERS ACTION SUBREGION
Improve wayfinding and signage to improve visitor awareness and dispersal.
MRWA, LGAs, ASW, BGTP Support the development of wayfinding and entry and departure signage on the Bunbury Outer Ring Road. Bunbury Geographe
MRWA,LGAs,ASW,SWALSC
Improve visitor understanding of how to access and navigate the subregion.
ASW, TWA, RSC, LGAs
Prioritise signage provision and general maintenance of gateway/welcome and directional signage to improve wayfinding throughout the region.
Incorporate dual naming signage with Noongar language place names.
Develop interpretive signage and acknowledgement of when visitors are entering new Country (e.g. Wadandi, Wiilman) across the subregions, prioritising town centres and national parks of high visitor demand.
Support intra-region wayfinding and directional signage on major internal roads, and to promote dispersal from Busselton and Margaret River to Southern Forests and Valleys and Bunbury Geographe subregions.
ADDRESSING DEMAND ISSUES
Participate in information campaigns and awareness raising activities in conjunction with state and local government regarding:
• Subregional itineraries.
• How to access the subregion and stay safe on the roads.
• How to travel between subregions.
• Business opening hours, location and distance.
• Information on wildlife, road works and road conditions.
BGTP, ASW, City of BunburyParticipate in awareness raising and marketing initiatives that highlight Bunbury as a tourism destination in its own right, to manage visitation impacts associated with the construction of the Bunbury Outer Ring Road.
ASW, LTOs, LGAs
Encourage loop travel between the Forrest Highway and South Western Highway through creation of drive itineraries that utilise both roads and stopovers in smaller towns.
Throughout region
Throughout region
Bunbury Geographe
4.
GROW AND DIVERSIFY THE ACCOMMODATION OFFER
BY ADDRESSING SPECIFIC SUBREGIONAL GAPS AND PRIORITIES
INITIATIVE
Grow the inventory of short stay accommodation in ASW. LGAs, TWA, Private sector, SWDC, ASW
ADDRESSING SUPPLY ISSUES
Support and facilitate the development of suitable accommodation to address specific subregional gaps and priorities:
Bunbury Geographe
Niche/experiential, luxury hotel/resorts, self-contained, caravan, camping and group/family accommodation.
Margaret River Region
Niche/experimental, luxury hotel/resorts, hostels and campgrounds.
Southern Forests and Valleys
Niche/experiential, self-contained, luxury hotels/resorts, campgrounds and motels.
SWDC, Shire of Collie, National Trust, TWA
Facilitate private sector investment in tourism accommodation and infrastructure. TWA, DBCA, LGAs, SWDC, Private sector
Grow the inventory of tourism worker accommodation. LGAs, TWA, SWDC
Bunbury Geographe
Margaret River Region
Southern Forests and Valleys
Support the Collie Roundhouse redevelopment including niche and boutique accommodation experiences. Bunbury Geographe
Prioritise delivery of unique/nature-based accommodation located close to major trails, particularly in Collie and surrounds.
Support private sector development of signature and unique accommodation in and around national parks. Throughout region
Support the development of tourism worker accommodation and encourage larger accommodation projects to include on-site staff accommodation. Throughout region
ADDRESSING DEMAND ISSUES
Achieve trade readiness for accommodation products. TWA, Austrade, ASW, LTOs Work with industry to achieve trade-readiness for accommodation products that aren’t already operating in the trade distribution space. Work with new accommodation products in planning to achieve trade readiness.
ADDRESSING CAPABILITY ISSUES
Promote greater consideration of tourism in formal planning processes.
TWA, LGAs, WAPC, DPLH Advocate for tourism land use planning through existing strategic planning processes, to promote greater consideration of tourism in local and regional planning strategies.
Throughout region
Throughout region
5. STRENGTHEN THE REGIONAL BRAND AND ASSETS TO SUPPORT STRATEGIC MARKETING
INITIATIVE
Align marketing and communications with Tourism WA and ASW’s brand frameworks and product development focus.
PARTNERS ACTION
ADDRESSING SUPPLY ISSUES
ASW
ASW, BGTP, LGAs
ASW, MRBTA
Deliver marketing initiatives to further establish the South West Edge as a cross regional product marketed to position the route as an iconic drive for the state.
Focus subregional positioning and differentiation as follows:
• Primary: Wine, food and produce; adventure.
• Supporting: Culture and heritage; nature and biodiversity.
Support the implementation of the destination marketing plans for Collie and Harvey that builds destination awareness and demand over the short, medium and long term.
Focus subregional positioning and differentiation as follows:
• Primary: Nature and biodiversity; Aboriginal culture and knowledge, food, wine and produce; and adventure.
SUBREGION
Throughout region
Deliver collaborative destination marketing.
ASW, WBAC
Focus subregional positioning and differentiation as follows:
• Primary: Food, wine and produce; adventure and adrenaline.
• Supporting: Nature and biodiversity; Aboriginal culture.
ADDRESSING CAPABILITY ISSUES
ASW, MRBTA, WBAC, BGTP Through LTOs, LGAs and Tourism Alliances, participate in collaborative marketing to:
• Strengthen subregional awareness and positioning;
• Improve marketing efficiency and effectiveness; and
• Support visitor dispersal across the region.
Participate in intra-subregion industry famils to strengthen relationships and enable cross regional packaging and promotion.
Margaret River Region
Southern Forests and Valleys
Throughout region
Bunbury Geographe
6. BUILD AND LEVERAGE EVENTS TO PROMOTE CROSS-REGIONAL VISITATION
INITIATIVE
Align development and growth of subregional events with product pillars.
TWA, LGAs, BEP, ASW, SWDC, MRBTA
ADDRESSING SUPPLY ISSUES
Identify subregional opportunities including familiarisations, satellite meetings and pre/post delegate touring opportunities.
Utilise Saltwater Busselton Convention and Performing Arts Centre to maximise these opportunities in the Margaret River Region.
SUBREGION
Grow the calendar of events.
TWA, SWDC, ASW, MRBTA, WBAC, BGTP, LGAs
Segment existing events into the below hierarchy to identify gaps:
• Major events.
• Medium to large regional events.
• Small regional events.
Strengthen and develop subregional events with cross-regional growth potential to support visitor dispersal.
Ensure future event development supports the identified product development priorities of each subregion.
Throughout region
Margaret River Region
Throughout region
TWA, ASW, BGTP, LGAs, SWDC
TWA, ASW, MRBTA, LGAs, WAITOC, SWDC
Explore opportunity for development of trail running and mountain biking events that further activate trail investment.
Bunbury Geographe
Support the development of a signature, shoulder season food and wine event, with supporting cultural activities. Margaret River Region
Develop arts, cultural and heritage events, including strengthening Margaret River Open Studios.
MRBTA, BTGP, LGA, BEP, TWA Advocate for the update of the Bunbury Regional Entertainment Centre to support MICE travel.
TWA, ASW, WBAC, LGAs, WAITOC, SWDC
Bunbury Geographe
Strengthen existing and support the development of adrenaline-based and arts, cultural and heritage events. Southern Forests and Valleys
Strengthen and increase visitation to existing special events aligned to unique subregional strengths — including Manjimup’s annual truffle festival.
INITIATIVE PARTNERS ACTION SUBREGION
ADDRESSING DEMAND ISSUES
Strengthen and grow the subregion’s events offer as a demand driver.
Assess event marketing communications to maximise awareness and visitation.
TWA, SWDC, ASW, MRBTA, WBAC, BTGP, LGAs, BEP
Improve funding and positioning of major and medium events that support the subregion’s product development focus. Throughout region
Identify, develop and implement strategic product and events packaging options that encourage dispersal.
Position Bunbury Regional Entertainment Centre as a hub and catalyst for regional events programs and touring. Bunbury Geographe
TWA, SWDC, ASW, LTOs, LGAs Leverage major sporting events that attract global markets, and showcase the region through product packaging. Throughout region
TWA, Industry Optimise event branding to align with Tourism WA initiatives, whenever feasible. Throughout region
ADDRESSING CAPABILITY ISSUES
v
Develop industry capability to maximise event opportunities.
TWA, ASW, SWDC, Event organisers
Connect and network each region’s event organisers, venue providers and suppliers through round tables. Throughout region
Establish cross-subregion networks for event organisers active in ASW to enable sharing of information, resources and learnings.
7. STRENGTHEN INDUSTRY CAPACITY AND CAPABILITY TO SUPPORT THE SUSTAINABILITY OF TOURISM ACROSS THE REGION
INITIATIVE
Raise the visibility and understanding of the value and impact of tourism.
Maximise awareness of tourism and hospitality as employment options.
Implement Tourism WA workforce development strategies.
TWA, ASW, MRBTA, BGTP, WBAC, LGAs, SWDC
TWA, ASW, LGAs, LTOs, SWDC, Industry
ADDRESSING DEMAND ISSUES
Participate in targeted initiatives and information to raise the visibility and understanding of the value and impact the tourism ‘ecosystem’ provides for the local economy in each subregion.
Raise awareness of the WA jobs website.
ADDRESSING CAPABILITY ISSUES
TWA, DTWD, WAITOC
Encourage tourism providers to participate in eco and sustainable practices.
ASW, TCWA, TWA, LTOs
Collaborate with industry and tourism groups to support and facilitate training and development opportunities across the region to increase the pool of tourism workers:
• Seek a closer connection to the regional workforce through tourism and hospitality job portals, programs, incentives and campaigns.
• Support industry involvement in raising the profile of career opportunities in tourism.
• Develop recognised pathways to support career opportunities in tourism.
• Position Aboriginal tourism as a significant employment avenue.
Increase the number of eco-certified businesses in ASW to solidify the environmental sustainability of the region.
• Educate the industry on the increasing importance that consumers place on a destination’s approach to the sustainability of their tourism offer.
• Encourage operators already engaging in sustainable practice to centralise this in their communications and marketing.
• Create awareness of the National Sustainability Framework, and support existing operators to consider engaging with an ecotourism accreditation program.
SUBREGION
Throughout region
Throughout region
Investigate and deliver operator training programs to increase the capability and capacity of the industry.
TWA, LGAs
TWA
TCWA, TWA, ASW, LTOs, WAITOC
Deliver targeted capacity building programs that support diversification of businesses from agriculture to incorporate agritourism operations.
Target industry training at specific regional and subregional capability priorities including international markets and trade ready distribution.
Broaden access and availability of training and skills programs, including online formats, responding to identified gaps:
• Sustainable tourism practice and accreditation.
• Accessible and inclusive tourism.
• Digital innovation and capability.
• Marketing, business administration and HR.
• Product and market development.
• Aboriginal cultural awareness, cultural engagement and cultural tourism experiences.
Throughout region
Throughout region
Southern Forests and Valleys
Throughout region
BLACK DIAMOND LAKE, COLLIE