AUSTRALIA’S SOUTH WEST Date of Publication: MARCH 2010 Tourism Development Priorities | 2010 -2015 © Tourism Western Australia. March 2010.

ISSN 1834-2418

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Disclaimer: This document has been prepared by Tourism Western Australia predominantly from information and data gathered in the course of its activities. No person or organisation should act on the basis of any matter contained in this document without considering and, if necessary, taking appropriate professional advice. Neither Tourism Western Australia, nor any of its employees, undertakes responsibility to any person or organisation in respect of this document. All material in this document is derived from sources believed to be current and accurate as at the date of publication and is provided in good faith. Tourism Western Australia makes no representation or warranty that any material in this document will be accurate, reliable or complete (nor does Tourism Western Australia accept any responsibility arising in any way for errors in, or omissions from that material, even if those errors or omissions are on account of Tourism Western Australia’s negligence). Your use of the information in this document is entirely at your own risk.

2 Australia’s South West Tourism Western Australia | Tourism Development Priorities TABLE OF CONTENTS

Tourism in Western Australia 2 Government’s role in Destination Development 3 Tourism Development Priorities 4 Australia’s South West 5 Margaret River Wine Region 9 Great Southern Sub-Region 23 Geographe Sub-Region 36 Southern Forests Sub-Region 46 blackwood River Valley Sub-Region 54 Appendix A – Consultation List 61 Appendix B – The Tourism Area Lifecycle 68 Appendix C – Key Points of Contact 71 Tourism in Western Australia

Tourism is a major contributor to the Western Australian economy and is directly As illustrated below, the tourism industry is an important part of the overall health linked to the State’s long term prosperity. and well being of many different industries in Western Australia.1

Western Australia’s tourism industry encourages diversified regional economies Industry % Industry reliance on Tourism and offers long term development opportunities for regional areas which have traditionally relied on industries such as mining and agriculture. Tourism develops Accommodation, cafes and restaurants 52.4% strong and vibrant regional communities through employment and business Retail trade 8.0% opportunities for people living throughout the state. For indigenous communities, tourism can offer employment, business development and the maintenance Transport and storage 7.9% of culture. The tourism industry is one of few industries to offer economic opportunities that mutually support and rely on environmental conservation Cultural and recreational services 5.7% objectives. Education 5.7%

The benefits of the tourism industry in Western Australia are real, providing over Communication services 3.5% 82,000 jobs and contributing in excess of over $7.3 billion (both directly and indirectly) to the Western Australian economy.1 Manufacturing 2.4%

In order to continuosly improve visitor experiences and grow this significant industry in an environment of ever increasing competition, it is essential that Western Australia continues to invest in developing, refreshing and promoting destinations and experiences that stimulate visitation to and around the state. This destination development, coupled with a strong brand and effective marketing will assist in growing Western Australia’s tourism industry through an underpinning of its brand promise.

2 Australia’s South West Tourism Western Australia | Tourism Development Priorities Government’s role in Destination Development

In order to engage in destination development and rejuvenation, the government’s In many areas of Western Australia tourism is seasonal, with visitation varying provision and facilitation of infrastructure and product which both service visitor significantly depending on the time of the year. Construction and operating costs needs and encourage private investment in tourism product is seen as essential. in remote areas such as the North West and Ningaloo are extremely high and land Without infrastructure such as airports, roads, power, water, sewerage, electricity costs in many destinations (particularly in coastal destinations) are impacting on and telecommunication, investors are generally unwilling to invest in tourism the business case for investments. These issues can have a huge impact on the product. profitability of tourism operators.

In Western Australia, the capacity of the private sector to finance the development As a result of the fragmented, remote and seasonal nature of the tourism industry, of basic economic infrastructure such as roads and utilities is restricted by the it is understood that the government has a significant role to play in destination size and nature of the tourism industry. There are an estimated 4,000 tourism development. Specifically, it is understood that the public sector has a role in businesses in Western Australia, the majority of which are small to medium sized creating a favourable environment for tourism development through infrastructure enterprises.2 Competition between operators and the destinations in which they investment that supports development of product. A range of government are based is intense. agencies contribute to this process, including Tourism WA, Department of Planning, Department of Environment and Conservation, Department of Regional Development and Lands, Regional Development Commissions, Department of Training, Department of State Development and many more.

Australia’s South West 3 Tourism Western Australia | Tourism Development Priorities Tourism Development Priorities

In recognising the role that many agencies have in destination development, a 3) Stakeholders with a detailed understanding of key destinations: 166 set of Tourism Development Priorities (TDP) have been developed to help identify semi-structured telephone interviews were completed with key tourism tourism product and infrastructure priorities in key destinations around the stakeholders who had a detailed perspective on specific destinations state. These documents both help guide government agencies in their planning within each of the five tourism regions (interviewees included visitor centre and dissemination of grants as well as assisting the private sector in identifying managers, local governments, Department of Environment and Conservation potential development and investment opportunities. and Department for Planning regional officers, local Chamber of Commerce and Industry representatives, local tourism association representatives and Five TDP documents have been produced in total, one for each of the five local tourism operators). tourism regions in Western Australia. While these TDP documents do not canvass all possible projects for the regions, projects and initiatives that have 4) Regular intrastate travellers: To help facilitate a demand side perspective significant stakeholder support or have been identified as being important in the on destinations key strengths and development priorities a series of five development of destinations have been prioritised. focus groups were conducted with experienced intrastate visitors to each of the five tourism regions. In preparing these TDP documents, Tourism WA has consulted with an extensive range of stakeholders. These stakeholders include: These consultations were undertaken by TNS, a respected research company. In addition to this direct consultation process, Tourism WA invited other interested 1) Stakeholders with a statewide perspective: 40 in-depth interviews were parties to provide input through both a: completed with key tourism industry stakeholders who were seen to have a “big picture” state-wide tourism perspective (interviewees included industry • public ‘Call for Submissions’ open between May 1 and July 17, 2009; and associations, wholesalers, inbound/outbound tour operators, airlines and • public ‘Call for Comment’ on the draft TDP documents, open between relevant government agencies). November 20 and December 18, 2009.

2) Stakeholders with a regional perspective: 24 in-depth interviews A full list of stakeholders who provided input into the development of the TDP were completed with key tourism industry stakeholders who had a documents can be found in Appendix A. detailed perspective on one or more of Western Australia’s five tourism regions (interviewees included Regional Tourism Organisations, Regional After receiving information about the stakeholder consultation from TNS and Development Commissions, and operators and other private and public collating input from the ‘Call for Submissions’ and the ‘Call for Comment’, the organisations with an interest in multiple destinations within a region). following TDP document has been produced for the tourism region known as Australia’s South West. Tourism WA will monitor the progress of the priorities listed in this report and may assist in facilitation.

4 Australia’s South West Tourism Western Australia | Tourism Development Priorities Australia’s South West

Australia’s South West covers the Australia’s South West south western corner of Western

Australia, stretching from MANDURAH Bunbury to Bremer Bay. It is generally understood that the region is roughly broken into five key sub-regions; the Margaret River wine region, HARVEY Great Southern, Geographe, Southern Forests and Blackwood River Valley. The following BUNBURY COLLIE map and table highlight GEOGRAPHE the geographical and shire DUNSBOROUGH boundaries of these regions. DONNYBROOK KATANNING BUSSELTON MARGARET RIVER WINE REGION KOJONUP MARGARET BRIDGETOWN RIVER NANNUP JERRAMUNGUP BLACKWOOD RIVER VALLEY GREAT SOUTHERN

MANJIMUP AUGUSTA BREMER BAY PEMBERTON

SOUTHERN FORESTS MOUNT BARKER

WALPOLE DENMARK ALBANY

0 40

Km

Australia’s South West 5 Tourism Western Australia | Tourism Development Priorities Local Governments in Australia’s South West

Margaret River Wine Region Shire of Augusta-Margaret River Shire of Busselton Great Southern

City of Albany Shire of Broomehill-Tambellup Shire of Cranbrook Shire of Denmark Shire of Gnowangerup Shire of Jerramungup Shire of Katanning Shire of Kent Shire of Kojonup Shire of Plantagenet Shire of Woodanilling Geographe City of Bunbury Shire of Capel Shire of Collie Shire of Dardanup Shire of Donnybrook-Balingup Shire of Harvey Southern Forests Shire of Manjimup Blackwood River Valley Shire of Boyup Brook Shire of Bridgetown-Greenbushes Shire of Nannup

6 Australia’s South West Tourism Western Australia | Tourism Development Priorities In terms of current overnight visitation by holiday/leisure visitors (excluding business and other purposes of visit), the Shires of Busselton and Augusta-Margaret River are clearly the most popular destinations in the region.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 (Local Governments with over 10,000 visitors a year) 3

Local Government Intrastate Interstate International Total Shire of Busselton 372,000 26,800 27,200 426,000

Shire of Augusta-Margaret River 265,000 66,000 53,400 384,400

City of Albany 118,900 48,900 42,000 209,800

Shire of Manjimup 101,600 26,100 23,700 151,400

City of Bunbury 76,100 15,600 16,700 108,400

Shire of Denmark 57,900 10,600 9,500 78,000

Shire of Harvey 29,800 2,800 1,100 33,700

Shire of Bridgetown-Greenbushes 23,900 1,000 1,600 26,500

Shire of Collie 19,900 400 500 20,800

Shire of Nannup 17,100 1,600 900 19,600

Shire of Plantagenet 12,900 2,100 1,600 16,600

Shire of Jerramungup 14,000 1,100 1,400 16,500

Shire of Donnybrook-Balingup 14,800 500 900 16,200

Australia’s South West 7 Tourism Western Australia | Tourism Development Priorities In determining the priorities for tourism product and infrastructure development in Australia’s South West, analysis has been conducted at a sub regional level. This analysis includes a look at each region’s strengths, unique selling points as well as providing an analysis of the current status of, and potential gaps in access, accommodation, attractions, activities and amenities. As part of this analysis, destinations and regions have been assessed as to their position in the Tourism Area Lifecycle, a theoretical product lifecycle concept developed by Richard Butler.* A summary of this Tourism Area Lifecycle analysis can be found in the following diagram, while a full analysis of each region can be found in the following sections of this TDP document.

*The Tourism Area Lifecycle is a theoretical product lifecycle concept developed to help track the development of destinations. According to this model, destinations move through different stages in development, starting off with exploration and then moving through stages of involvement, development, consolidation and stagnation before going through different degrees of decline or rejuvenation. Further detail on the characteristics of each stage can be found in Appendix B. In this TDP document, destinations have been evaluated in the context of the Western Australian tourism market with input from local, regional and state-wide stakeholders.

8 Australia’s South West Tourism Western Australia | Tourism Development Priorities Margaret River Wine Region

BUNBURY Margaret River Wine Region

Includes the Shires of Augusta-Margaret River and Busselton Population: Approximately 42,000 4

Sugar Loaf Rock CAPEL Annual Average Holiday/Leisure Visitors 2001-2008: 3 Nature Reserve DUNSBOROUGH YALLINGUP Tuart Forest 782,300 overnight visitors National Park 2,851,500 nights BUSSELTON Average length of stay = 3.6 nights

Yelverton National Park SHIRE OF BUSSELTON

Whicher National Park

COWARAMUP

GRACETOWN Blackwood State Forest

MARGARET RIVER Bramley National Park NANNUP

SHIRE OF AUGUSTA-MARGARET RIVER

Blackwood River National Park Forest Grove National Park

Leeuwin-Naturaliste National Park

Scott National Park

AUGUSTA

The Margaret River Wine tourism region includes the whole of the Shires of Busselton 0 5 10 and Augusta-Margaret River and should not be confused with the wine region of the Km same name which divides the Shire of Busselton in half along the Gladstone line.

Australia’s South West 9 Tourism Western Australia | Tourism Development Priorities Strengths and Unique Selling Points:

The Margaret River wine region includes the main townships of Margaret River, Dunsborough, Yallingup, Augusta, Busselton and Cowaramup. The region is “I just like the whole atmosphere of Margaret River. well known for indulgent experiences (fine dining, winery cellar doors, boutique I think it’s got a bit of everything.” accommodation, arts/crafts), aquatic adventures (surfing, fishing, diving, (Regular Australia’s South West visitor) snorkelling and sailing), its laid-back coastal towns and surrounding environment (forests, caves). Of the entire Australia’s South West area, the Margaret River wine region is the most developed in terms of products and infrastructure for tourism. “You’d be hard pressed to find a better wine region in Australia. It’s not just wineries, it’s the whole arts and crafts Margaret River is one of the most well known tourism destinations within the experience and the food and shopping…it’s the package deal entire state and the most visited region outside of the Perth area. Historically, that comes with the wine region.” (Destination stakeholder) the majority of tourism activity within the region has been from intrastate visitors however there is a strong desire from interstate and international visitors to experience the area. “I would have to say the South West Cape area [Margaret Having received significant investment in product and infrastructure in recent River] is the most important destination [in Western years, there is now a need to open up the region to new markets to ensure Australia]. It’s certainly the most well known, the most well the long term viability of tourism in the area. developed and the most promoted. And it’s probably the most well visited for all those reasons.” (Statewide stakeholder)

10 Australia’s South West Tourism Western Australia | Tourism Development Priorities Current Performance:

The Margaret River wine region is largely in the consolidation stage of the tourism area lifecycle, although having been established for some years may be moving towards becoming a mature destination in the near future. The key townships of Busselton, Dunsborough and Margaret River have a large range of accommodation, attractions, activities and amenities available to visitors, although Busselton’s range of product offerings are somewhat older than the rest of the region.

In terms of visitor numbers, the Margaret River wine region is the most popular tourism region outside of the Perth area, with Perth residents having a long history of going “down south” during peak school holiday periods. High numbers of interstate and international visitors also regularly journey down via Perth to experience the product offerings in the region.

Current Lifecycle and Performance of Margaret River wine region:

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities

Margaret River wine region Consolidation Medium High High Medium

For additional information about the Tourism Area Lifecycle see Appendix B.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 3

Local Government Area Intrastate Interstate International Total

Shire of Busselton 372,000 26,800 27,200 426,000

Shire of Augusta-Margaret River 265,000 66,000 53,400 384,400

Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 3

Local Government Area Day Trips

Shire of Busselton 206,600 Shire of Augusta-Margaret River 181,300

The actual number of daytrips may be understated. Please refer to point 6 on the last page of this document for further information.

Australia’s South West 11 Tourism Western Australia | Tourism Development Priorities Access

Road access to the Margaret River wine region is regarded as fairly well developed Road access within the region is generally considered to be adequate; however with the majority of visitors accessing the region by self drive. At a distance of there are opportunities for road improvements. While the Margaret River 233km from Perth to Busselton and 281km between Perth and Margaret River, the township offers a unique shopping and dining experience, having a major road travel time to the region from Perth is approximately three to four hours. Because carrying heavy vehicles through the town centre is not seen as desirable. A of the ease of self drive access, the region is not directly served by rail or aviation planned bypass around the Margaret River township is viewed as critical for services, although there are two coach companies (Transwa and South West maintaining the overall holiday feel of the Margaret River region. The provision of Coachlines) providing daily services to the region. additional passing lanes on Bussell Highway between Busselton and Augusta and an improvement of Margaret River wine region’s secondary roads are also In recognition of the significant investment in tourism product in recent times, viewed as priorities for improving visitor safety and enjoyment in the region. it is widely realised that further improvements to air access is the region’s number one priority. The Busselton Regional Airport facilities are considered inadequate to cater for the current tourism market and anticipated longer-term “You’ve got the conflict of noise and safety…conflict of freight tourism visitation levels. Further improvements to airport facilities in the region movement and a rustic wine region tourism experience. There are seen as an opportunity to create direct flights to the region for interstate is a contradiction. For Margaret River, the construction of the and international visitors, thus opening up demand within the entire South perimeter road has got to be the most important singular West region. However, it is noted that for interstate flights to Busselton to be agenda.” (Destination stakeholder) considered attractive to the market, affordable flight options or value for money flight/accommodation/tour/car-hire packages are required. In addition to the need to improve visitor safety, there is a call for access in the “I think the airport is the most important infrastructure (project) region to take advantage of the new Perth to Bunbury Highway. At the present for the region. The greatest issue for us is that 85% of our visitors time, the Perth Bunbury Highway linking Perth to Bunbury continues as a dual are from WA, and whilst that’s a great strength that’s also a carriageway past Bunbury and onto Capel. However past Capel and on to Busselton, great weakness. We need to find a way to grow the interstate the road narrows to single lane. It is viewed as critical that this section of road be and international market. Margaret River only gets 10-15% upgraded to a dual carriageway to avoid bottlenecks of traffic in the area. of its visitors from interstate which is bugger-all for a mature destination. A mature destination should have much closer to half Other priorities for access in the region include: of its visitors from an intrastate market and then a quarter each from interstate and international.” (Destination stakeholder) • The continuation of any extension of the suburban passenger line from Mandurah into Bunbury and on to Busselton, to provide a viable rail link into the Margaret River Wine region; • The final sealing of Mowen Road linking Margaret River with Nannup to provide an accessible driving route between the Margaret River wine region and the Blackwood River Valley regions.

12 Australia’s South West Tourism Western Australia | Tourism Development Priorities Accommodation

Accommodation within the Margaret River wine region is considered to be well Finally, stakeholders also highlighted that an opportunity exists for accommodation catered for, with a range options for visitors to the region operators to differentiate their accommodation through the early adoption of more efficient business practices, including better management of waste, water While there is seen to be ample accommodation in most categories in the and energy. region, some stakeholders feel there is an opportunity for additional caravan park sites, especially as many existing parks in the region have been converted to residential and short stay chalet style accommodation. In addition, there is also seen to be the opportunity for the development of additional 5 star or resort style accommodation in the region.

Australia’s South West 13 Tourism Western Australia | Tourism Development Priorities Attractions and activities

The Margaret River wine region has a wide range of natural attractions such Maintaining the standard of the caves in the Margaret River region is also seen as beaches, caves, trails and natural bush. There are also many food and wine as important. In recent years, some of the caves in the region have undergone establishments in the area that have become attractions in their own right. Whale rejuvenation with the development of additional attractions and amenities. The watching is an attraction along the coast, particularly around the Augusta area. development of indigenous experiences at Ngilgi Cave and the proposed Mega Fauna Centre at Mammoth Cave are seen as key projects in continuing to Whilst there is seen to be a variety of attractions, it is felt that further work is improve the cave experience in the area. required to build these attractions to support a less seasonal industry in the region. Other projects which are supported by stakeholders as a way of facilitating a less “…the issue for us is that whilst the nature based experience seasonal industry include: is why people come down; we don’t have other offerings • The development of a Busselton Wetlands Observatory; which are available for 12 months of the year. A lot of the nature based experiences are seasonal like whales and • The further enhancement of the Cape to Cape Walk Trail to provide for a wildflowers, and that’s an important part of our mix. But we year wide trail industry in the region; need experiences people can do down here irrespective of • The establishment of additional dive wrecks in the region; the season or weather.” (Destination stakeholder) • The development of appropriate environmentally friendly sensitive infrastructure to cater for off road cycling and mountain bike trails; While developing these types of attractions is considered essential, stakeholders • The development of attractions and activities based on the region’s geological concede that finding financially viable products that can be offered throughout the assets. entire year is a challenge. With a high level of existing product in the region, it is felt that the rejuvenation of some key existing attractions in the area could be a good first step to facilitating the development of a less seasonal tourism industry.

Of particular focus for rejuvenation is the Busselton Jetty. Although a key attraction in the region, in its current state it is strongly undervalued and underutilised. Work is currently underway to restore the jetty and then build up the attraction by adding further product offerings either attached to or around the jetty foreshore. Securing the future of this historic jetty through ongoing maintenance and planning for a future redevelopment to be part of a rejuvenated Busselton foreshore is seen as a key priority for the region.

14 Australia’s South West Tourism Western Australia | Tourism Development Priorities Amenities

Although the Margaret River wine region does not contain many major regional Improved boat access, jetty facilities and associated infrastructure in the region is centres, amenities for visitors are seen to be well served. There is a good spread of critical for charter operators supplying whale watching, cruising and diving tours restaurants and cafes, well serviced visitor centres and plenty of basic amenities for and for the recreational boating sector in general. In particular, the development of visitors, however there are several proposed projects that could significantly enhance appropriate jetty facilities in Augusta and Dunsborough is seen as essential the amenities for visitors in the region. for supporting the local whale watching industry. Without passenger berthing facilities, whale watching is currently only available to visitors who are prepared to Of most significance is the proposed Busselton foreshore redevelopment. Many board small runabouts and be ferried to the main boat. This restricts many groups stakeholders feel that this foreshore redevelopment would reinvigorate the town and of people (including young children, the elderly and disabled) from participating provide a greater focus for visitors through the development of a tourism precinct. This in these activities. The development of appropriate jetty facilities would alleviate foreshore redevelopment is envisioned to include a cultural precinct, a relocation of the the need to use runabouts and open up whale watching to a broader market. Busselton Visitors Centre close to the foreshore, opportunities for investment in tourism related amenities such as cafes and restaurants and a linking to a rejuvenated Busselton Jetty. Local opposition to this redevelopment may be an issue, but the “You have the most amazing waterways which project is seen to be in the long term interests of the local tourism industry. would bring employment and livelihoods to the region.” (Regional stakeholder) The need for business/conference facilities within the Margaret River wine region is also an issue amongst stakeholders. It is felt that while many groups want to travel to the region for meetings, incentives, conferences and events (MICE), Business signage within the Margaret River wine region and toilet facilities a lack of adequate facilities limits the opportunities for the corporate market in at key locations (such as beaches) are also seen as areas for improvement. the area. A development of meeting facilities for up to 400 participants is seen as essential if the benefits of the MICE sector are to be felt in the region.

Australia’s South West 15 Tourism Western Australia | Tourism Development Priorities Priorities for Margaret River Wine Region

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West tourism region. It is important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of priorities and may assist in facilitation.

1) Develop an airport in the Margaret River wine region capable of managing direct air services

An airport in the south west region is required to attract direct interstate and international aviation routes into the Margaret River region. These air services will open up new markets, attract new visitors and be critical to supporting investment in the region. A significant upgrade to the existing Busselton airport may deliver the required infrastructure. If this is found to not be possible, development at a green-fields site should be pursued.

Priority Project Key agencies Timeframe Shire of Busselton, Shire of Augusta- Upgrade the Busselton airport to handle interstate and international air services or Margaret River, Department of Very High 1-5 years investigate the potential for an alternative airport development in the region Transport, South West Development Commission

2) Improve Bussell Highway (including Margaret River Bypass)

Bussell Highway provides the main north-south route through the Margaret River wine region. However, heavy traffic on the Bussell Highway through the ever expanding Margaret River township conflicts with the region’s holiday feel and raises safety issues. With the population in the region expected to increase to just under 60,000 by 2025 (a 51% increase), 4 additional pressure will be placed on this route. As a result, a bypass of the Margaret River township is seen as essential. In addition to the bypass, the provision of further passing lanes on the Busselton to Augusta section of the Bussell Highway will also improve visitor safety in the region.

Key projects include:

Priority Project Key agencies Timeframe Main Roads, Shire of Augusta- Very High Construct a bypass of the Margaret River township 1-5 years Margaret River

High Construct additional passing lanes on Bussell Highway between Busselton and Augusta Main Roads 1-5 years

16 Australia’s South West Tourism Western Australia | Tourism Development Priorities 3) Continue the improvements brought about by the Perth to Bunbury Highway

Opportunities exist to improve access to the Margaret River wine region through continuing improvements brought about by the development of the Perth-Bunbury Highway. The provision of a dual carriageway between Capel and Busselton will help reduce bottlenecks in traffic coming off the Perth-Bunbury Highway, while the development of rail services through to Bunbury and beyond will provide alternate access for visitors (particularly interstate and international) to the region.

Key projects include:

Priority Project Key agencies Timeframe

Very High Upgrade Bussell Highway between Capel and Busselton to a dual carriageway Main Roads 1-5 years

Extend the suburban passenger line from Mandurah into Bunbury and investigate the High Department of Transport 10+ years potential for further expansion into the Margaret River Wine region in the long term

4) Secure the future of the Busselton Jetty

Busselton Jetty is an iconic attraction in Australia’s South West region and a focal point for visitors in Busselton. State Government funding has been secured to improve the jetty to a standard in which current facilities can be better used for tourism. After the jetty has been restored, there is the opportunity for further expansion of the jetty’s product offerings.

Key projects include:

Priority Project Key agencies Timeframe Shire of Busselton, Busselton Jetty Investigate the expansion of the Busselton Jetty’s (in particular the Underwater High Environment and Conservation 1-5 years Observatory) product offerings Association

Australia’s South West 17 Tourism Western Australia | Tourism Development Priorities 5) Investigate and facilitate the development of convention/conference facilities in the region There is a lack of suitable business conference and convention facilities in the Margaret River region which, coupled with a lack of aviation access, is believed to be a barrier to increasing visitation from the business travel sector. It is recommended that local government liaise with key operators to assess the viability and potential location of conference and convention facilities, and encourage further development in this area.

Priority Project Key agencies Timeframe

Investigate and facilitate the development of convention/ Shire of Augusta-Margaret River, South West Development High 1-5 years conference facilities in the area Commission

6) Improve safety on Margaret River’s secondary roads Some of the secondary roads in the Margaret River wine region have deteriorated to such an extent that they have become dangerous. These secondary roads are the main access point to tourism attractions in the area including galleries, wineries and restaurants. It is important that these secondary roads are upgraded to improve visitor safety in the region. In most cases upgrading requires the widening of roads to improve passing widths for oncoming and passing vehicles. Upgrades must be done in a way that preserves the scenic character of these roads. Key projects include:

Priority Project Key agencies Timeframe High Increase seal and shoulder widths on Harmans Mill Road Shire of Busselton, Main Roads 1-5 years High Increase seal and shoulder widths on Harmans Road South Shire of Augusta Margaret River, Main Roads 1-5 years High Increase seal and shoulder widths on Metricup Road Shire of Busselton, Main Roads 1-5 years High Increase seal and shoulder widths on Vasse Yallingup Road Shire of Busselton, Main Roads 1-5 years High Increase seal and shoulder widths on Wallcliffe Road Shire of Augusta Margaret River, Main Roads 1-5 years High Increase seal and shoulder widths on Wildwood Road Shire of Busselton, Shire of Augusta Margaret River, Main Roads 1-5 years High Increase seal and shoulder widths on Yelverton Road Shire of Busselton, Shire of Augusta Margaret River, Main Roads 1-5 years Complete sealing of Mowen road from Sues Road in the Shire High of Augusta-Margaret River through to Nannup to provide a Shire of Augusta Margaret River, Main Roads 1-5 years link into the Blackwood River Valley region

18 Australia’s South West Tourism Western Australia | Tourism Development Priorities 7) Ensure the preservation and development of affordable accommodation in the region

With a significant reduction in caravan park capacity in the region over the last 20 years, there is a need to both preserve and develop caravan park and other accommodation to ensure the long term availability of affordable family accommodation.

Priority Project Key agencies Timeframe Shire of Busselton, Shire of Augusta- High Investigate future sites for caravan parks in the region 1-5 years Margaret River

8) Ensure tourism related development is incorporated in the proposed Busselton Waterfront Precinct Development

It has been suggested that further development is needed along the Busselton foreshore precinct to make the area more desirable as a tourism location. Foreshore redevelopment provides the opportunity to create a tourism precinct in the area, incorporating visitor servicing through a relocation of the exiting visitors centre, existing attractions such as the Busselton Jetty and other tourism related amenities such as cafes and restaurants. This foreshore development is seen as a long term priority for the region.

Key projects include:

Priority Project Key agencies Timeframe Ensure tourism related development is incorporated in the proposed Busselton Shire of Busselton, Department of Planning, High 5-10 years Waterfront Precinct Development Geographe Bay Tourism Association Shire of Busselton, Geographe Bay Tourism Medium Relocate the Busselton Visitors Centre into the Busselton Waterfront Precinct 5-10 years Association

Australia’s South West 19 Tourism Western Australia | Tourism Development Priorities 9) Improve boat access and jetty infrastructure in the region

Improved boat access, jetty facilities and associated infrastructure in the region is critical for charter operators supplying whale watching, cruising and diving tours and for the recreational boating sector in general. In particular, the development of appropriate jetty facilities in Augusta and Dunsborough is seen as essential for supporting the local whale watching industry through the provision of a safe point for passenger disembarkation.

Key projects include:

Priority Project Key agencies Timeframe Develop appropriate jetty facilities for whale watching and other marine based tourism Shire of Augusta-Margaret River, High 1-5 years activities in Augusta Department of Transport Develop appropriate jetty facilities for whale watching and other marine based tourism Medium Shire of Busselton 1-5 years activities in Dunsborough Shire of Augusta-Margaret River, Shire Medium Facilitate the development of smaller boat launching facilities in the region 1-5 years of Busselton, Department of Planning

20 Australia’s South West Tourism Western Australia | Tourism Development Priorities 10) Ensure opportunities for attraction and activity rejuvenation and development

In order to reduce the seasonality of the region there is a need to develop attractions that have a year round appeal. Rejuvenation of some key existing attractions in the area could be a good first step to facilitating this. There are a number of projects that are currently proposed that can assist in achieving this goal.

Key projects include:

Priority Project Key agencies Timeframe Augusta-Margaret River Tourism Medium Development of the Mega Fauna Centre at Mammoth Cave 1-5 years Association

Medium Development of indigenous experiences at Ngilgi Cave Geographe Bay Tourism Association 1-5 years

Department of Environment and Further enhancement of the Cape to Cape walk trail and development of ancillary Medium Conservation, Friends of the 1-5 years services for walkers Cape to Cape Shire of Busselton, Geographe Bay Medium Development of a Busselton wetlands observatory Tourism Association, South West 1-5 years Development Commission Margaret River Geographe Tourism Task Medium Investigate the opportunity for additional recreational dive sites in the region 1-5 years Force Facilitate the development of appropriate environmentally friendly sensitive Department of Environment and Medium infrastructure to cater for off road cycling and mountain bike trails in the Margaret Conservation, Department of Sport and 1-5 years River region Recreation Investigate the opportunity for developing attractions and activities based on the Department of Environment and Medium 1-5 years region’s geological assets Conservation

Australia’s South West 21 Tourism Western Australia | Tourism Development Priorities 11) Review signage needs across the region

It is felt that the quality of business signage to attractions across the Margaret River region can be improved to be made clearer to self-drive travellers. As a result, it is recommended that local shires collaborate with the South West Development Commission to identify key signage gaps across the area.

Priority Project Key agencies Timeframe Shires of Augusta-Margaret River and Medium Review signage needs across the area and improve where needed 1-5 years Busselton, Main Roads

12) Improve the quality of visitor facilities in key tourism locations

Many stakeholders also feel that the quality of visitor facilities such as toilets at key tourism locations (particularly beaches) is in need of improvement. This need to improve facilities at beaches will become increasing important if direct air services from the east coast and overseas are secured.

Priority Project Key agencies Timeframe Shires of Augusta-Margaret River and Medium Improve the quality of visitor facilities in key tourism locations 1-5 years Busselton

22 Australia’s South West Tourism Western Australia | Tourism Development Priorities Great Southern Sub-Region

Includes the City of Albany and the Shires of Broomehill-Tambellup, Cranbrook, Denmark, Gnowangerup, Jerramungup, Katanning, Kent, Kojonup, Plantagenet and Woodanilling 0 10 20 4 Population: Approximately 95,000 Great Southern Km Annual Average Holiday/Leisure Visitors 2001-2008: 3

SHIRE OF WOODANILLING SHIRE OF KENT 300,000 overnight visitors SHIRE OF KATANNING 1,146,200 nights Average length of stay = 3.8 nights KATANNING

KOJONUP JERRAMUNGUP SHIRE OF SHIRE OF KOJONUP BROOMEHILL-TAMBELLUP

Fitzgerald River SHIRE OF GNOWANGERUP National Park

SHIRE OF JERRAMUNGUP

SHIRE OF CRANBROOK

BREMER BAY Stirling Range National Park

MOUNT BARKER SHIRE OF PLANTAGENET Porongurup National Park

CITY OF Mt Lindesay ALBANY National Park SHIRE OF Waychinicup DENMARK National Park Valley of the DENMARK Giants ALBANY Two Peoples Bay William Bay Gull Rock Nature Reserve National Park National Park

West Cape Howe Torndirrup National Park National Park

Australia’s South West 23 Tourism Western Australia | Tourism Development Priorities Strengths and Unique Selling Points:

The Great Southern region consists of the larger towns of Albany, Denmark and Mount Barker and a range of other settlements. The area is known for its natural “The key strength of Albany is its history - significant as being in environment (beaches, tall timber forests, wildflowers, and coastline), whales and the first settlement in WA.” (Destination stakeholder) other marine life as well as wineries. The region is also home to almost a dozen national parks. Inland from the coast, the region provides opportunities for visitors to engage in the rural lifestyle. “I really enjoy Albany because there’s the variety of places to go. You’ve got your terrific coastline, you’ve got the Stirling Ranges, This region has several of Australia’s South West’s most visited attractions, the Porongurups up at Mount Barker and you’ve got the including the Valley of the Giants Tree Top Walk and Whale World, as well Kalgan River. There’s such a variety.” as the well known Great Southern wine region. Out of all the regions within (Regular Australia’s South West visitor) Australia’s South West, the Great Southern is perceived by both stakeholders and consumers to have the strongest history and heritage offering, with Albany being the first settlement in WA, the main port for Western Australia until the opening of the port of Fremantle in 1900, an integral site of ANZAC history as well “Denmark is a long drive, but it is beautiful down there. They’ve as home to the last operating whaling station in Australia. got beautiful beaches down there. Those beautiful beaches with the big boulders on them are stunning.” (Regular Australia’s South West visitor)

24 Australia’s South West Tourism Western Australia | Tourism Development Priorities Current Performance:

Having been established for many years and with a range of accommodation, attractions, activities and amenities available to visitors, Albany is generally considered to be a well developed tourism destination. With some significant projects currently underway (including the Albany Waterfront Development), this well established destination is seen to be the early stages of rejuvenation. Further along the coast, the township of Denmark is seen to be developing, with a range of smaller accommodation options and a good spread of attractions and activities.

Outside of these two popular coastal destinations, the Great Southern region is generally seen to be in a stage of involvement.

Current Lifecycle and Performance of the Great Southern sub-region:

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities

Albany Rejuvenation High Medium Medium Medium

Denmark Development Medium Medium Medium Medium

Rest of Great Southern Involvement Medium Low Low Low

For additional information about the Tourism Area Lifecycle see Appendix B.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 (Top Four Local Government Areas) 3

Local Government Area Intrastate Interstate International Total

City of Albany 118,900 48,900 42,000 209,800

Shire of Denmark 57,900 10,600 9,500 78,000

Shire of Plantagenet 12,900 2,100 1,600 16,600

Shire of Jerramungup 14,000 1,100 1,400 16,500

Australia’s South West 25 Tourism Western Australia | Tourism Development Priorities Access

Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 Access to the Great Southern region is considered reasonably well developed with (Top Four Local Government Areas) 3 the majority of visitors accessing the region by means of self drive. At a distance of 417km from Perth, the travel time required to drive directly from Perth to Albany Local Government Area Day Trips is approximately five hours. While reasonably close to Perth, stakeholders concede that perceived shorter distances between Perth and other well known tourism City of Albany 134,100 regions such as the Margaret River wine region inhibit the potential to maximise Shire of Denmark 50,800 visitation to the Great Southern.

Shire of Plantagenet 26,000 “The thing [the Great Southern region] has against it is it’s a five Shire of Katanning 11,500 to six hour drive. It’s not a destination that you think, oh, let’s go this weekend.” (Regular Australia’s South West visitor)

The actual number of daytrips may be understated. Please refer to point 6 on the

last page of this document for further information. Albany is serviced by regular Skywest air services from Perth. Whilst flights from Perth only take approximately one hour, the cost of flying is viewed by some to be prohibitively expensive and therefore limited to more affluent visitors, certainly out of the reach of budget seekers or family holiday stays. Several towns within the region are also serviced by Transwa bus services.

“It’s great if you have your own car but if you were a backpacker coming down here you’d be stuffed.” (Destination stakeholder)

Although self drive access is reasonably well developed, there are seen to be areas for improvement. Specifically, there is seen to be the need to either widen or provide additional passing opportunities on key entry points into the region (e.g. Albany Highway, Denmark Mt Barker Road) to help reduce driving times and improve safety. In addition, there is seen to be the need to improve minor roads around Denmark as well as the need to improve roads to and within key national parks (such as the Fitzgerald River, Stirling Range and West Cape Howe).

26 Australia’s South West Tourism Western Australia | Tourism Development Priorities Accommodation Attractions and Activities

Accommodation in the region is generally considered to be adequate at the lower There is a good spread of both natural and man made attractions in the region. end of the market with a good range of caravan parks, bed and breakfasts and Natural attractions include pristine beaches, breathtaking coastline, tall forests, motels. However in key tourism hubs such as Albany and Denmark, there is minimal wildlife, wildflowers and rolling mountains. Man-made attractions in the area higher rated accommodation which limits the market not only for general visitors include wineries, restaurants and the iconic Valley of the Giants Tree Top Walk but also for the increasing number of corporate travellers to the area. and Whale World.

Whilst the region features a diverse range of attractions, there is strong sentiment “Denmark through to Albany has a huge problem with not amongst stakeholders that many of these attractions do not lend themselves to having a four plus plus accommodation venue that is not a repeat visitation. With a range of existing product in the region, it is felt that the motel. With the Esplanade gone, it’s fairly hard to market rejuvenation of some key existing attractions in the area, such as the Valley of because it’s dropped out of the Qantas Holiday and Infinity the Giants Tree Top Walk and the continued rejuvenation of Whale World, would brochures. You can have the biggest conference centre but be a good first step to driving repeat visitation into the region. where are people going to stay?” (Destination stakeholder) One of the unique selling points of the Great Southern region is the depth of heritage attractions around Albany. However, many stakeholders see that “Having five star accommodation is definitely a priority that these experiences are currently underdeveloped and undersold. A need for needs to be improved for Albany. This restricts a lot of events additional interpretation is seen as key to further developing these cultural and that we can bring to town and also the level of business that heritage experiences in the region. we attract. This is definitely the main black hole for us.” (Destination stakeholder) In addition, there is seen to be to need to develop additional facilities for whale watching along the coastal sections of the region, as well as the need to investigate the opportunity for developing attractions and activities based on the Accommodation developments associated with the Albany Waterfront should region’s geological assets. help alleviate some of these issues over the short to medium term.

While the existing accommodation in the region, particularly in Albany, is seen to be comfortable and clean, some accommodation stock is also seen to be outdated and in need of modernising. This need for upgrading is seen as particularly important in light of the high numbers of interstate and international visitors to the area.

Australia’s South West 27 Tourism Western Australia | Tourism Development Priorities Amenities

Amenities within key tourism areas in the Great Southern are considered to “When you look at a place like Stirling Terrace, nearly all the cater relatively well for visitors. However, stakeholders are in strong agreement heritages are still intact. There is a huge amount of associated that the redevelopment of the Albany waterfront will be the vehicle to attract culture with Albany. You’ve got the regional jail going back and increase greater visitation from the corporate market, an area of significant to the colonial period. If you go to places like Kojonup, it was opportunity for the City of Albany. This planned waterfront development is the first region in the Shire to have more than 100 million to include an entertainment centre, short stay accommodation and corporate sheep. When in isolation, some of these things seem a bit function facilities, as well as providing improved marine facilities for both trivial however when you actually start to join the dots there commercial and recreational vessels. is a huge amount of culture and heritage not only in Albany but also through the Great Southern region.” “When you’ve got organisations and associations wanting to (Destination stakeholder) hold their conference in a regional WA setting, we can’t oblige at the moment as we don’t have the facilities in Denmark or Further interpretation around key attractions in national parks (i.e. Albany to host them.” (Destination stakeholder) Torndirrup, Stirling Range and Porongurup National Parks) is seen as a priority for improving educational experiences for visitors to the region. Other priorities for With the well known Bibbulmun Track ending in Albany, and the extension attraction and activity development in the region include: of the Munda Biddi Trail to also conclude in Albany, the region is an essential part of the leisure trail network in Western Australia. To further capitalise on this • The development of the ANZAC Peace Park as a venue for future ANZAC extensive trail infrastructure, it is felt that a provision of pick up, drop off and other commemorations and ceremonies; outdoor activity related services could be developed by accommodation operators • The facilitation on indigenous product, particularly in the Stirling Range in the region. In addition, the possible development of a trail linking Bremer Bay National Park, Porongurup National Park and at Oyster Harbour in Albany; and Hopetoun through the Fitzgerald River National Park is also seen as an • Extension of the Munda Biddi Trail from Nannup (Blackwood River Valley opportunity for the region. region) to Albany (Great Southern region); Given the importance of the whale watching industry to the region, stakeholders • Development of a themed wine trail around the Great Southern region. also see the value of constructing a jetty near the Whale World precinct and need to develop complimentary interpretation of the whaling history in Albany.

28 Australia’s South West Tourism Western Australia | Tourism Development Priorities Priorities for Great Southern Sub-Region

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West tourism region. It is important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of priorities and may assist in facilitation.

1) Ensure tourism related development is incorporated in the redevelopment of the Albany Waterfront

The development of the Albany Waterfront has the potential to significantly improve accommodation stock and tourism related amenities in the Great Southern region. This planned development will link the main commercial street in Albany (York Street) with the waterfront to create a new focal point for visitors and locals alike. Development of a hotel site with corporate function facilities, and the development of short stay apartments and an entertainment centre will significantly improve the region’s ability to attract and cater for business visitors, while the development of additional marine facilities will improve services for both commercial and recreational vessels.

Key projects include:

Priority Project Key agencies Timeframe Facilitation of a hotel development coupled with conference facilities as part of the Very High Landcorp, City of Albany 1-5 years Albany Waterfront

High Facilitation of a short stay apartment development at the Albany Waterfront Landcorp, City of Albany 1-5 years

Medium Construction of the Albany Entertainment Centre Department of Treasury and Finance 1-5 years

Australia’s South West 29 Tourism Western Australia | Tourism Development Priorities 2) Investigate the opportunity for attraction rejuvenation and development

In order to increase repeat visitation and length of stay in the region, it is felt that the rejuvenation of key existing attractions is essential. Attractions for focus include the Tree Top Walk east of Walpole and Whale World in Albany. In addition, there is also the opportunity to develop new attractions such as the ANZAC Peace Park and Great Southern Wine Trail to further build upon key experiences in the region.

Key projects include:

Priority Project Key agencies Timeframe Department of Environment and Very High Investigate the opportunity for rejuvenating the product offering at the Tree Top Walk 1-5 years Conservation Upgrade the tourism facilities of the Princess Royal Fortress in preparation for the ANZAC Very High City of Albany 1-5 years centenary in 2015 Continued rejuvenation of the product offering at Whale World (including possible High Jaycees Foundation 1-5 years development of jetty facilities for whale watching)

High Develop the ANZAC Peace Park City of Albany 1-5 years

Great Southern Wine Producers Medium Facilitate the development of drive trail infastructure along the Great Southern Wine Trail Association, Albany Chamber of 1-5 years Commerce and Industry Department of Environment and Medium Investigate the development of facilities for whale watching at key points in the region Conservation, City of Albany, Shire of 1-5 years Denmark, Shire of Jerramungup Investigate the opportunity for developing attractions and activities based on the region’s Department of Environment and Medium 1-5 years geological assets Conservation

30 Australia’s South West Tourism Western Australia | Tourism Development Priorities 3) Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Trail (including Munda Biddi extension)

With both the Munda Biddi Trail and Bibbulmun Track passing through the region, there is seen to be further opportunities to capitalise upon this excellent trail infrastructure. Specifically, stakeholders feel that a provision of pick up and drop off and other hiking related services could be developed by accommodation operators in the region. In addition to improving ancillary services, an extension of the Munda Biddi Trail from Nannup to Albany is seen as a priority.

Key projects include:

Priority Project Key agencies Timeframe Department of Environment and Very High Extend the Munda Biddi Trail through from Nannup through to Albany Conservation, Munda Biddi Trail 1-5 years Foundation Bibbulmun Track and Munda Biddi Facilitate the development of ancillary services on the Bibbulmun Track and Munda Medium Trail Foundations, Small Business 1-5 years Biddi Trail Development Corporation

4) Facilitate the release of land for the future development of additional four to five star accommodation in the region

There is a need for additional higher-end accommodation in both Albany and Denmark to cater for both the business and high yield leisure market. In addressing this need, work has been done to develop an investor ready accommodation site at the old Albany Golf Club.

Key projects include:

Priority Project Key agencies Timeframe

High Secure the release and development of the Albany Golf Club Landbank site City of Albany, Albany Golf Club 1-5 years

Australia’s South West 31 Tourism Western Australia | Tourism Development Priorities 5) Improve key access routes into the Great Southern

While reasonably close to Perth, there is a perception among some stakeholders that the perceived shorter distances between Perth and other well known tourism regions such as the Margaret River wine region inhibits the growth of tourism in the Great Southern. As a result, the improving of key roads into the Great Southern is seen as important for both minimising driving times and improving visitor safety.

Key projects include:

Priority Project Key agencies Timeframe

High Provision of additional passing lanes on Albany Highway between Albany and Williams Main Roads 1-5 years

High Widening of Denmark Mt-Barker Road Main Roads 1-5 years

32 Australia’s South West Tourism Western Australia | Tourism Development Priorities 6) Improve access to and within key National Parks in the region

Both the Fitzgerald River and West Cape Howe National Parks have a number of significant natural assets including wildflowers, beaches, seasonal whale watching and fishing. In addition, the Stirling Range national park is an area of natural significance. Improving access to these national parks will enhance the accessibility of activities for a variety of visitors and well as encouraging the dispersal of visitors throughout the region.

Key projects include:

Priority Project Key agencies Timeframe Developing a walk trail linking Hopetoun to Bremer Bay through the Fitzgerald River Department of Environment and High 1-5 years National Park Conservation Sealing the route between Bremer Bay Road and Point Ann in Fitzgerald River National Department of Environment and High Park (roads include Swamp Road, Murray Road, Devils Creek Road, Collets Road and Conservation, Shire of Jerramungup, 1-5 years Point Ann Road) Main Roads Department of Environment and Medium Improving access to and within West Cape Howe National Park 1-5 years Conservation Shire of Cranbrook, Shire of Completing the sealing of Salt River Road between Cranbrook and Chester Pass road Medium Gnowangerup, Department of 5-10 years along the northern boundary of the Stirling Range National Park Environment and Conservation Sealing Red Gum Pass Road into Stirling Range National Park to provide an alternate Shire of Plantagenet, Department of Medium 5-10 years entrance from Albany Highway Environment and Conservation, Department of Environment and Medium Sealing Stirling Range Drive through the Stirling Range National Park 10+ years Conservation

Australia’s South West 33 Tourism Western Australia | Tourism Development Priorities 7) Improve interpretation and signage in the Great Southern region The depth of heritage attractions around Albany and surrounding areas is seen as a unique point of difference, but there is a lack of integration between these various points of interest. In addition, many of the points of interest in national parks around the region (i.e. The Gap and Blowholes) are seen to be lacking in information that would extend visitor length of stay at these attractions. As such, it is recommended that local governments and Department of Environment and Conservation work towards improving the level of interpretation and signage at key points of interest in the region.

Priority Project Key agencies Timeframe Department of Environment and Conservation, Local Medium Improve interpretation and signage around sites of significance in the area Government, Department of 1-5 years Indigenous Affairs

8) Improve the safety of touring routes around Denmark

The roads around Denmark provide access to local attractions including wineries and restaurants. Many of these roads are narrow and travel through areas of significant natural beauty. In order to improve the safety of visitors on these roads (many of which are competing with heavy and oversize agricultural vehicles), a program of road widening and sealing is suggested. These improvements must be done in a way that preserves the scenic values of these routes.

Key projects include:

Priority Project Key agencies Timeframe

Medium Complete sealing of Scotsdale Road Shire of Denmark 1-5 years

Seal Parker Road to complete the loop between Denmark, Scotsdale Road and the South Medium Shire of Denmark 1-5 years Coast Highway

Medium Widen Mt McLeod Road Shire of Denmark 1-5 years

Complete sealing of Mt Shadforth Road to complete loop between Denmark, Mt McLeod Medium Shire of Denmark 1-5 years Road and the South Coast Highway

Medium Widen Ocean Beach Drive to provide improved access to the coast around Denmark Shire of Denmark 1-5 years

Medium Widen Lower Denmark Road to improve safety City of Albany 5-10 years

34 Australia’s South West Tourism Western Australia | Tourism Development Priorities 9) Facilitate the development of indigenous product in the region

The further development of indigenous tourism is identified as a potential opportunity for the Great Southern region, particularly in the Stirling Range National Park, Porongurup National Park and at Oyster Harbour in Albany. As a result, it is recommended that key agencies liaise with key indigenous communities in the area, as well as other relevant associations and bodies, to help facilitate the development of indigenous interpretation and product.

Priority Project Key agencies Timeframe Small Business Development Medium Facilitate the development of indigenous product in the region Corporation, Indigenous 1-5 years Business Australia

Australia’s South West 35 Tourism Western Australia | Tourism Development Priorities Geographe

Geographe Sub-Region

Includes the City of Bunbury and the Shires of Capel, Collie, Dardanup, Donnybrook-Balingup* and Harvey 4 Population: Approximately 95,300 HARVEY

Annual Average Holiday/Leisure Visitors 2001-2008: 3 SHIRE OF HARVEY

186,200 overnight visitors 485,100 nights SHIRE OF COLLIE

Average length of stay = 2.6 nights BUNBURY COLLIE CITY OF BUNBURY Wellington National Park

SHIRE OF DARDANUP

Tuart Forest SHIRE OF CAPEL National Park DONNYBROOK Greater Preston National Park

SHIRE OF DONNYBROOK-BALINGUP

BRIDGETOWN

0 5 10 * While including the Shire of Donnybrook-Balingup, the township of Km Balingup is considered to be part of the Blackwood River Valley region.

36 Australia’s South West Tourism Western Australia | Tourism Development Priorities Strengths and Unique Selling Points:

The Geographe region includes the City of Bunbury and the larger townships of Harvey, Capel, Boyanup, Collie, Donnybrook and Dardanup. The region is known “Bunbury has everything you would get in the city, without for its natural assets such as its coastline, as well as its range of nature based the hassle of the city. It has a natural environment and the attractions. The region is also noted for its fresh produce, particularly around country on its doorstep. A number of tourism experiences are Harvey and Donnybrook, as a result of the farming industry in the area. available within a 90 minute drive of Bunbury.” (Destination stakeholder) Some of the key strengths and unique selling points of the region include:

• Proximity to Perth (less than two hours); “The Ferguson Valley is absolutely spectacular but it’s • Natural assets (coastal surroundings, jarrah forest, wildflowers, wetlands, unknown too.” (Regular Australia’s South West visitor) inlets, estuaries and river systems); • Wildlife experiences (Dolphin Discovery Centre, Big Swamp Wildlife Park); “I think of every day family experiences. I think of Harvey, I • Inland water-based experiences (Collie River Valley, Wellington Dam, think of dairy and great experiences you go and take kids to.” Australind Estuary); (Regular Australia’s South West visitor) • History (maritime, agricultural, small museums);

• Cultural and heritage (original Entertainment Centre, Kings Cottage Museum, historically significant buildings in Bunbury, Art Gallery which displays international pieces); and • Emerging food and wine experiences (Ferguson Valley).

Australia’s South West 37 Tourism Western Australia | Tourism Development Priorities Current Performance:

Different areas of the Geographe region are considered to be at different stages of the tourism area lifecycle. Bunbury has well established mid level accommodation, attractions and amenities. With some significant projects in the pipeline (including the Bunbury Waterfront Development), this well established destination is seen to be the early stages of rejuvenation. In contrast, the surrounding shires of Harvey, Collie, Dardanup, Capel and Donnybrook are still in the involvement stage, with far less developed accommodation, attractions and amenities.

Current Lifecycle and Performance of Geographe sub-region:

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities

Bunbury Rejuvenation High High Medium Medium Rest of Geographe Involvement Medium Medium Medium Medium

For additional information about the Tourism Area Lifecycle see Appendix B.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 (Top Four Local Government Areas) 3

Local Government Area Intrastate Interstate International Total

City of Bunbury 76,100 15,600 16,700 108,400

Shire of Harvey 29,800 2,800 1,100 33,700

Shire of Collie 19,900 400 500 20,800

Shire of Donnybrook-Balingup 14,800 500 900 16,200

38 Australia’s South West Tourism Western Australia | Tourism Development Priorities Access

Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 The Geographe region is seen to be relatively accessible with a well serviced, (Top Four Local Government Areas) 3 mostly sealed road network throughout the region. In recent times, access to the region has been significantly improved with the completion of the Perth Local Government Area Day Trips Bunbury Highway, which has reduced travelling times from Perth to less than two hours. Bunbury is also well serviced with daily coach (Transwa and South City of Bunbury 347,600 West Coachlines) and rail services from Perth. Despite this, there is limited public Shire of Harvey 52,800 transport access to the surrounding townships within the region.

Shire of Donnybrook-Balingup 31,400 “With the new Bunbury Highway opened, that travel time Shire of Collie 27,300 will be reduced making it more appealing for travellers to visit.” (Destination stakeholder) The actual number of daytrips may be understated. Please refer to point 6 on the last page of this document for further information. Despite improvements to the travel times to the region brought about by the Perth-Bunbury Highway, there are still seen to be areas for improvement in the area of road access. Specifically, there is seen to be the need to develop the Bunbury Outer Ring Road to improve access around and into Bunbury. There is also seen to be the need to improve roads in the Wellington Dam and Ferguson Valley areas to provide more reliable access to attractions in these areas.

In addition, there is strong support for the linking of a new rail service from the existing suburban passenger line in Mandurah, down the Perth Bunbury Highway, through to Bunbury and beyond. Although the current Australind rail service from Perth to Bunbury already serves as a rail link, stakeholders feel that the inflexible timetable and two and a half hour travelling time do not well serve the tourism sector.

Australia’s South West 39 Tourism Western Australia | Tourism Development Priorities Accommodation Attractions and Activities

Accommodation in the Geographe region is variable. Bunbury is clearly the hub The Geographe region has a number of key points of interest centred mainly on for accommodation in the area, with a wide range of accommodation options. natural attractions such as beaches, natural bush land and wildflowers. Whilst However, some of the accommodation in the city is perceived to be older and not unique to the Geographe region, these attractions are easily accessible from requiring refurbishment to better cater for visitor expectations. In addition, both Perth and Mandurah for day trips. Further capitalising on these features will it is felt that Bunbury requires higher level four-plus star accommodation increase opportunities for visitation (both overnight and daytrip) to the area. with integrated meeting facilities to not only cater for the tourist market but to also cater for corporate functions and events. Stakeholders identified the proposed In terms of man-made attractions, the Dolphin Discovery Centre in Bunbury developments at the Outer Harbour and Bunbury Waterfront (Koombana Bay) as is a key attraction for not only the Geographe region but for the greater Australia’s potential sites for this accommodation development. South West region in general. However in its current form, it is felt that the product is at a mature stage in the product life cycle and redevelopment is The emerging areas of Collie and the Ferguson Valley are also seen to be lacking required to invigorate life back into the centre. To this extent, funding has been adequate tourist accommodation, signifying a need to develop additional allocated towards redeveloping the centre to make it more attractive to visitors accommodation in the area should tourism demands increase. and local residents alike.

As with many other areas in the state, the issue of permanent residents taking up short term visitor space in caravan parks is also prevalent in this region. “It is a tired tourism product; however it’s undergoing a tremendous reinvestment. It’s going to make use of digital technologies to provide a very active tourism experience that will probably be on a par with the whaling product being done in Albany.” (Regional stakeholder)

In addition to the Dolphin Discovery Centre, stakeholders identified the Bunbury Jetty Restoration and development of the underground shipwreck at Koombana Bay as priorities for developing attractions in the area that will encourage longer length of stay in what traditionally is a short stay destination.

40 Australia’s South West Tourism Western Australia | Tourism Development Priorities Amenities

Amenities in the City of Bunbury are considered well equipped to cater for the tourism market. Stakeholder feedback indicates that more could be done to enhance activities for visitors throughout the region. Specifically, it is felt that the Ferguson Valley wine region is still to be capitalised on. Wineries within the area are typically “There’s good restaurants, the regional entertainment centre, open to the public only on weekends thus making it less accessible to tourists access to the beaches is readily available, there’s good coffee travelling through the region. In time it is hoped that the increased awareness of shops, there’s good shopping. Again we’re a little bit light on the region, coupled with local population growth, will create sufficient volume for for the activity areas but from a city on the ocean experience wineries to open their doors to the public more frequently and encourage tour we have a lot to offer.” (Destination stakeholder) operators to enter the market place. Despite this, many stakeholders feel that further redevelopment of the waterfront “The Ferguson Valley is an outstandingly scenic area – it and foreshore is required, along with additional conference facilities to has great wine region potential as this beautiful niche cater to corporate functions and events. In addition, there is a call from some subset of the Geographe wine region. At the moment it’s stakeholders to relocate the visitor centre into this new waterfront development in a very undeveloped state. The proximity to Perth and at Koombana Bay to provide increased accessibility and room for growth. Bunbury is a major advantage but just needs to have more While there have been improvements in marine facilities in the area in recent times, product development. It’s an unreliable experience but has stakeholders feel that further improvement to the jetty and the development of enormous potential.” (Destination stakeholder) cruise ship facilities would help stimulate the marine tourism sector in the region.

Both the Munda Biddi Trail and Bibbulmun Track pass through the region, The Collie River Valley has also been cited as having the potential to be a key with Collie being a major hub for both. To further capitalise on this excellent trail tourism destination hub for adventure type activities such as kayaking, white water infrastructure, it is felt that provision of pick up and drop off and other hiking rafting, abseiling, rock climbing, mountain biking and bush walking. related services could be developed by accommodation operators in the region. Continued maintenance of these two trails is seen essential for maintaining visitor “The Collie River Valley could be the adventure capital for the safety in remote parts of the region. region. ” (Destination stakeholder) In addition, there is also seen to be the need to improve directional signage to encourage the dispersal of visitors throughout the region.

Australia’s South West 41 Tourism Western Australia | Tourism Development Priorities Priorities for Geographe Sub-Region:

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West tourism region. It is important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of priorities and may assist in facilitation.

1) Further improve transport links to and around Bunbury Opportunities exist to improve access to and around the Geographe region through continuing improvements brought about by the development of the Perth-Bunbury Highway. Specifically, the development of the Bunbury Outer Ring Road will help improve traffic flows into and around Bunbury, while the extension of the suburban passenger rail service from Mandurah through to Bunbury will help provide more convenient access for visitors (particularly interstate and international) to the region.

Priority Project Key agencies Timeframe Main Roads, City of Bunbury, Shire of Very High Development of the Bunbury Outer Ring Road 10+ years Capel, Shire of Dardanup High Extension of the suburban passenger line from Mandurah to Bunbury Department of Transport 10+ years

2) Ensure tourism related development is incorporated in the redevelopment of the waterfront and outer harbour Further development is needed along the Bunbury waterfront and foreshore precinct to make the area more desirable as a tourism attraction. Foreshore redevelopment provides the opportunity to create a tourism precinct in the area, incorporating additional high end accommodation, attractions, visitor servicing and other tourism related amenities such as cafes and restaurants. In addition, the long term development of the outer harbour provides an added opportunity for tourism development.

Key projects include:

Priority Project Key agencies Timeframe Secure the release of a hotel site for development as part of the Bunbury waterfront and/or High City of Bunbury, Landcorp 1-5 years outer harbour development. Landcorp, Koombana Bay High Investigate the opportunity for a hotel site at the Koombana Bay Sailing Club 1-5 years Sailing Club Investigate the relocation of the Bunbury Visitor Centre to the Koombana Bay Waterfront High City of Bunbury 1-5 years development Ensure that facilities for cruise ships are incorporated into the Bunbury Outer Harbour City of Bunbury, Landcorp, Bunbury Medium 5-10 years development Port Authority

42 Australia’s South West Tourism Western Australia | Tourism Development Priorities 3) Investigate and develop a convention centre in Bunbury

It is felt that Bunbury could also benefit from a conference/convention venue (potentially tied to a new accommodation establishment) to help stimulate greater numbers of business conventions and events into the area.

Priority Project Key agencies Timeframe City of Bunbury, Bunbury Regional High Investigate and develop a convention centre in Bunbury 1-5 years Entertainment Centre

4) Ensure opportunities for attraction rejuvenation and development

The majority of holiday/leisure visitors to the Geographe region are self drivers who only stay in the region for a short amount of time. In order to increase length of stay in the region, as well as encourage additional visitors to discover the region via daytrip, there is a need to rejuvenate existing attractions and develop new ones. There are a number of projects currently proposed that have the potential to do both.

Key projects include:

Priority Project Key agencies Timeframe

High Redevelopment of the Bunbury Dolphin Discovery Centre Dolphin Discovery Centre 1-5 years

City of Bunbury, Landcorp, Medium Restoration of the Bunbury Jetty 1-5 years Department of Planning

Medium Development of an underground shipwreck at Koombana Bay City of Bunbury 1-5 years

Development of a series of linked themed walk and cycle paths linking to the upgraded Medium City of Bunbury 1-5 years Boulters Heights and Marlston lookouts in the Bunbury region

Australia’s South West 43 Tourism Western Australia | Tourism Development Priorities 5) Upgrade roads and signage within the Ferguson Valley and Wellington Dam region

With the establishment of Perth to Bunbury Highway, travelling times from Perth to the Geographe area have reduced significantly. This reduction in travelling times has the potential to open up the Geographe area to increased daytrip and overnight visitation from Perth. In addition to this potential increase in traffic from Perth, an expected increase in population of over 40,000 persons within the Geographe area upto 20254, will lead to an increase in the number of local residents visiting and travelling around the region. In consideration of this expected increases in visitor numbers within the region, an upgrade of roads is seen as a priority. These upgrades include both the sealing and widening of roads to improve access to locations such as Wellington National Park and the Ferguson Valley and the improvement of directional signage within the region.

Key projects include:

Priority Project Key agencies Timeframe Department of Environment and High Sealing of Falcon Road linking Pile Road to Wellington Weir 1-5 years Conservation Department of Environment and High Sealing of River Road linking Pile Road to Wellington Dam Road 1-5 years Conservation Shire of Donnybrook-Balingup, Shire Medium Completing sealing of Mungalup Road 1-5 years of Dardanup, Main Roads Department of Environment and Medium Widening of Wellington Dam Road 1-5 years Conservation Improving the standard and alignment of Coalfields Highway between South Western Medium Main Roads 1-5 years Highway and Collie

Medium Improved directional signage across the region Local Government, Main Roads 1-5 years

44 Australia’s South West Tourism Western Australia | Tourism Development Priorities 6) Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Trail

With both the Munda Biddi Trail and Bibbulmun Track passing through the region, there is seen to be further opportunities to capitalise upon this excellent trail infrastructure. Specifically, stakeholders feel that a provision of pick up and drop off and other hiking related services could be developed by accommodation operators in the region. These ancillary services may include pick up and drop off services, rooms catering specifically for solo walkers and early check out options.

Priority Project Key agencies Timeframe Bibbulmun Track and Munda Biddi Medium Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Trail Trail Foundations, Small Business 1-5 years Development Corporation

7) Facilitate the development of food and wine trails in the Ferguson Valley area

The Ferguson Valley wine region is seen to be in its infancy and in need of further development in order to make it a stronger attraction for visitors. It is recommended that local government work with local operators and the Shire of Dardanup to assist in facilitating the development of appropriate wine trails that help to integrate the food and wine offering in the area.

Priority Project Key agencies Timeframe

Medium Facilitate the development of food and wine trails in the Ferguson Valley area Local Operators, Shire of Dardanup 1-5 years

8) Facilitate the development of adventure activities, itineraries and trails for the Collie River Valley area

The Collie River Valley area (inclusive of Wellington Dam National Park) is seen to have the potential to become a key hub for adventure type activities such as kayaking, white water rafting, abseiling, rock climbing, mountain biking and bush walking. However, the area currently lacks the required infrastructure and range of activities to be market ready. As a consequence, it is recommended that local governments work with operators in the region to facilitate infrastructure development in the Collie River Valley.

Priority Project Key agencies Timeframe Facilitate the development of adventure activities, itineraries and trails in the Collie River Valley Department of Environment and Medium 1-5 years area Conservation, Shire of Collie

Australia’s South West 45 Tourism Western Australia | Tourism Development Priorities Southern Forests Sub-Region

Includes the Shire of Manjimup Population: Approximately 10,000 4

Annual Average Holiday/Leisure Visitors 2001-2008: 3 MANJIMUP

151,400 overnight visitors 417,100 nights Greater Beedelup Average length of stay = 2.8 nights National Park

PEMBERTON

Gloucester National Park Boyndaminup Greater Hawke Warren SHIRE OF MANJIMUP National Park National Park Greater Dordagup National Park National Park

Lake Muir National Park Jane D’Entrecasteaux National Park National Park Shannon National Park Mt Frankland North NORTHCLIFFE National Park

Mount Frankland National Park Boorara Gardner National Park D’Entrecasteaux National Park

D’Entrecasteaux National Park Mt Frankland South National Park

WALPOLE

Walpole-Nornalup 0 5 10 National Park Km Southern Forests

46 Australia’s South West Tourism Western Australia | Tourism Development Priorities Strengths and Unique Selling Points:

The Southern Forests region includes the townships of Pemberton, Walpole, Manjimup and Northcliffe. The region is predominately known for its old-growth “The whole region is sort of unspoiled. If you’d pick forests and unspoilt natural wilderness. anywhere in the South-West (the Southern Forests region) is probably the region that’s most natural.” The strengths of this region include its natural attractions such as the karri, marri (Regular Australia’s South West visitor) and tingle forests as well as its wildflowers, beaches, coastline, rivers and lakes. The region is home to over ten national parks, many of which are encompassed in the Walpole wilderness area. There are several key man-made attractions in the area (although the Valley of the Giants Tree Top walk is technically in the Great “It’s pristine and it’s not spoiled by a lot of development, Southern region), as well as numerous cycling and walking trails. There are also they’re keeping the forests, and things are unspoiled.” established gourmet produce and wine industries in the area. (Regular Australia’s South West visitor)

Australia’s South West 47 Tourism Western Australia | Tourism Development Priorities Current Performance:

While the range of accommodation is adequate for the current market and attitudes towards tourism in the region are good, there is still significant room to improve accessibility, amenities and range of attractions in the area. As a result, the Southern Forests region is considered to be in the development stage of the tourism area lifecycle

Current Lifecycle and Performance of Southern Forests sub-region:

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities

Southern Forests Development Medium Medium Medium Medium

For additional information about the Tourism Area Lifecycle see Appendix B.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 3

Local Government Area Intrastate Interstate International Total

Shire of Manjimup 101,600 26,100 23,700 151,400

Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 3

Local Government Area Day Trips

Shire of Manjimup 53,900

The actual number of daytrips may be understated. Please refer to point 6 on the last page of this document for further information.

48 Australia’s South West Tourism Western Australia | Tourism Development Priorities Access

Access to the region is predominately by means of self-drive. However at a Stakeholders also suggest that the development of a significant third airport in distance of around four hours from Perth, the region is not considered to be ideal WA (in the Margaret River Wine region) is necessary to provide greater flow-on for weekend getaways. tourism opportunities to the Southern Forests region.

“The biggest limitation is the distance from Perth. There are a “One of the most important things that can happen in the lot of people who will not travel four hours, for the average South West is for the third domestic airport to be established punter it’s too far.” (Destination stakeholder) in Busselton. When that happens and it all gets going, that will then bring people directly into the Margaret River/ South In addition to self drive, the region is also serviced with regular Transwa bus West area. As we introduce more people directly in from services from Perth and Albany. Feedback from stakeholders suggests that further the eastern states into our area, these things (e.g. hire car work is required on roads and supporting infrastructure within the region. options, attractions, accommodation) will grow naturally.” Safety and accessibly are considered key drivers for addressing road quality within (Regional stakeholder) the region.

“A key issue we’ve seen of recent times is the condition of roads and, particularly with the closure of the Manjimup to Bunbury railway line, we have a lot more heavier traffic on the roads. Main Roads has been working to put in pass lanes but we still have a lot of roads which are pretty average. It is a safety issue for tourists and locals to the area. So improving road design is an issue.” (Destination stakeholder)

Australia’s South West 49 Tourism Western Australia | Tourism Development Priorities Accommodation Attractions and activities

Accommodation in the Southern Forests region is considered well developed and The Southern Forests region is home to a plethora of natural based attractions adequate for most of the region with a range of options, including a large number which can broadly be categorised into two categories; coast and river experiences of small cottages as well as chalets and some hotels and motels. and inland activities. Coast and river experiences predominately focus around pristine and unspoilt beach access and white rolling sand dunes. River systems While there is generally viewed to be sufficient accommodation stock, some in the area boast a number of key attributes such as fish life and other flora and stakeholders feel that there is an opportunity for an additional upmarket lodge fauna. (with restaurant) in the area to provide for the high end market. Stakeholders also see an opportunity for existing accommodation in the area to differentiate itself from accommodation in other areas through the early adoption of more efficient “We have old growth forest, pristine waterways; we have business practices, including better management of waste, water and energy. an exceptional coastline with beaches that go forever. We have inland fishing which is very important to the region.” (Destination stakeholder) “In Pemberton they have a lovely range of accommodation, the only issue is that there’s probably not enough bigger Many inland activities revolve around the old growth forests in the region, accommodation in terms of rooms available. You have a lot including tree climbs and numerous cycle and walking trails. The region is also of smaller operators and a few motels. A four to five star recognised for its variety of fresh produce and local wine industry. Although hotel or lodge would be ideal. We do get a lot of demand generally considered to be part of the region, the Valley of the Giants Tree Top from Cape Lodge and Bunker Bay people that are going Walk is technically part of the Shire of Denmark and as such falls within the Great over to Pemberton and not having somewhere nice to stay.” Southern region (although the closest visitor centre is in Walpole which is located (Regional stakeholder) within the Southern Forests region).

Despite the popularity of the Tree Top Talk, there is a view that the South West region (particularly the Southern Forests) could support an additional attraction of significance based around the forest theme and experience. Research conducted by Tourism WA in 2009 confirms visitor interest in this type of experience. 5

50 Australia’s South West Tourism Western Australia | Tourism Development Priorities AMENITIES

While there are a range of tourist amenities (particularly in the townships of Walpole and Pemberton), there is still significant room for improvement in the area “The Munda Biddi Mountain Bike Trail and the Bibbulmun of amenities. Track have huge potential. We have so many people ask about the finishing date.” (Destination stakeholder) Both the Munda Biddi Cycle Trail and the Bibbulmun Track traverse the region, with Pemberton a hub for the Bibbulmun Track and Northcliffe becoming The need to continually improve visitor amenities in the many national a hub for the Munda Biddi Trail following the extension of the trail from Nannup parks throughout the region is seen as a priority for the region. Also seen to Albany. To further capitalise on this extensive trail infrastructure, it is felt that important is the need to improve signage in the region to improve visitor a provision of pick up and drop off and other services for nature based activities dispersal. could be developed by accommodation operators in the region. In addition, the completion of the Munda Biddi Trail through to Albany is seen as a priority.

Australia’s South West 51 Tourism Western Australia | Tourism Development Priorities Priorities for the Southern Forests Sub-Region

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West tourism region. It is important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of priorities and may assist in facilitation.

1) Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Trail (including Munda Biddi extension)

With both the Munda Biddi Trail and Bibbulmun Track passing through the region, there is seen to be further opportunities to capitalise upon this excellent trail infrastructure. Specifically, stakeholders feel that a provision of pick up and drop off and other hiking related services could be developed by accommodation operators in the region. In addition to improving ancillary services, an extension of the Munda Biddi Trail from Nannup through Northcliffe to Albany is seen as a priority.

Key projects include:

Priority Project Key agencies Timeframe Munda Biddi Trail Foundation, Extend the Munda Biddi Trail through from Nannup through Northcliffe to Albany and Very High Department of Environment and 1-5 years ensure that tourism opportunities are maximised. Conservation Bibbulmun Track and Munda Biddi Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Medium Trail Foundations, Small Business 1-5 years Trail Development Corporation

52 Australia’s South West Tourism Western Australia | Tourism Development Priorities 2) Improve the safety of key routes in the Southern Forests region

Many of the key traffic routes in the Southern Forests region have narrow seal widths which present safety issues for oncoming and passing traffic. This is particularly true of the South Western Highway between Manjimup and Denmark. The widening of seals and provision of extra clear zones will assist in improving the safety of visitors and locals in the region. Due to the unique forest feel of the region, all upgrades must be done in a way that preserves the scenic value of these routes.

Key projects include:

Priority Project Key agencies Timeframe Upgrade South Western Highway between Manjimup and Denmark (widening of seal High Main Roads 1-5 years widths and provision of additional passing opportunities) Upgrade of Muirs Highway (widening of seal widths and provision of additional passing Medium Main Roads 1-5 years opportunities) Sealing Old Vasse Road to provide reliable access to attractions and accommodation for Medium Shire of Manjimup, Main Roads 1-5 years two wheel vehicles

3) Improve visitor amenities in national parks

It is felt that some basic amenities and infrastructure required by visitors, such as bins and toilets, are lacking in some national parks, particularly around camping areas. It is recommended that the Department of Environment and Conservation identify and rectify any gaps in basic amenities in the most visited national parks around the region.

Priority Project Key agencies Timeframe Department of Environment and Medium Improve visitor amenities in national parks 1-5 years Conservation

Australia’s South West 53 Tourism Western Australia | Tourism Development Priorities Blackwood River Valley Sub-Region

Includes the Shires of Boyup Brook, Bridgetown-Greenbushes and Nannup* Population: Approximately 7,000 4

Annual Average Holiday/Leisure Visitors 2001-2008: 3 DONNYBROOK Greater Preston National Park Tuart Forest 50,200 overnight visitors National Park 123,500 nights Average length of stay = 2.5 nights

BALINGUP

BOYUP BROOK

SHIRE OF BOYUP BROOK

Dalgarup BRIDGETOWN NANNUP National Park

Wiltshire-Butler National Park SHIRE OF BRIDGETOWN-GREENBUSHES Blackwood River National Park Greater Kingston National Park

Milyeannup National Park

Easter Hilliger National Park National Park MANJIMUP

SHIRE OF NANNUP

* The town of Balingup in the Shire of Donnybrook-Balingup is also

considered to be part of the 0 5 10

Km Blackwood River Valley region. Blackwood River Valley

54 Australia’s South West Tourism Western Australia | Tourism Development Priorities Strengths and Unique Selling Points:

The Blackwood River Valley region includes the larger townships of Nannup, Man-made tourist assets in the region include trail systems (walking, cycling, Bridgetown, Boyup Brook and Balingup. Although the region is less well kayaking), quaint cosy accommodation and an emerging wine industry. Situated known than other areas in Australia’s South West, its natural attractions such as only three hours from Perth, the region is well positioned as a weekend getaway bushwalking and forests, as well as its arts and culture and festivals such as the for Perth people wanting to escape the city. Blues at Bridgetown and the Nannup Music Festival, attract visitors to the region. “Our town is unique and has a great feel about it. A lot of “[Bridgetown is] just so pretty. It’s still a country town - it weekend visitors come down from the city as it is unique has a much sort of slower type of feel to it than other tourist and different with the shopping and boutique wineries.” towns.” (Regular Australia’s South West visitor) (Destination stakeholder)

Australia’s South West 55 Tourism Western Australia | Tourism Development Priorities Current Performance:

Although current facilities are seen to well serve current visitation to the region, the region is still one of the least visited in Australia’s South West. As a result, the Blackwood River Valley is considered to be in a period of involvement.

Current Lifecycle and Performance of Blackwood River Valley sub-region:

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities Blackwood River Valley Involvement Medium Medium Medium Medium

For additional information about the Tourism Area Lifecycle see Appendix B.

Annual Average Holiday/Leisure Overnight Visitors 2001-2008 3

Local Government Area Intrastate Interstate International Total

Shire of Bridgetown-Greenbushes 23,900 1,000 1,600 26,500

Shire of Nannup 17,100 1,600 900 19,600

Shire of Boyup Brook 5,400 n/a 100 5,500

Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-20083 3

Local Government Area Day Trips

Shire of Bridgetown-Greenbushes 15,600

Shire of Nannup 10,400

Shire of Boyup Brook 8,600

The actual number of daytrips may be understated. Please refer to point 6 on the last page of this document for further information.

56 Australia’s South West Tourism Western Australia | Tourism Development Priorities Access Accommodation

Located approximately 250-300km from Perth, the majority of visitation to the Accommodation within the Blackwood River Valley region is considered to Blackwood River region is by means of self-drive. A passenger train used to run be well catered for, with bed and breakfasts, cabins and retreats being the into the region however, this service ceased some time ago. Reinstatement of this main accommodation options outside of townships. Within each township, passenger train service is considered by some to be an important part of providing accommodation is also seen to be adequate; however during events, access for the non-driving tourist market. Despite this, the cost of establishing accommodation stock can be stretched. and operating such a rail service has been shown to be unsustainable due to low passenger numbers and high insurance and maintenance costs.

In addition to self drive, some towns in the region are serviced by Transwa and South West Coachline bus services. Many stakeholders believe that the South West Highway, whilst having major upgrades, still requires further work to improve the flow and safety of motorists to and in the region. In particular, the need to construct the Bridgetown Bypass is considered by stakeholders to be a priority.

“The town did try to get a bypass a few years ago but was unsuccessful in a ballot count…if rail doesn’t come back then the road issue needs to be addressed.” (Destination stakeholder)

While aviation access to the region is not a priority, overall aviation access to the broader Australia’s South West region is considered vital in encouraging increased visitation to the Blackwood River Valley. As a result of anticipated growth brought about by the establishment of interstate aviation services into the Margaret River wine region, it is considered essential that the sealing of Mowen Road from Margaret River through to Nannup be completed. This link is viewed as providing new opportunities for wine, food and general itineraries in both the Blackwood River region and the overall Australia’s South West region.

Australia’s South West 57 Tourism Western Australia | Tourism Development Priorities Attractions and Activities AMENITIES

This region is known for its natural attractions such as bushwalking and forests Many amenities within the area geared towards tourism are said to be well as well as its emerging wine industry. In addition, the region is well known for its developed. The town of Bridgetown in particular has a wide variety of facilities many events, including the Nannup Music Festival, Balingup Medieval Carnivale catering for visitors. and Blues at Bridgetown. With both the Munda Biddi Trail and Bibbulmun Track passing through the Developing tour operations within the region is also considered important by some region, there is seen to be further opportunities to capitalise upon this excellent stakeholders. However, the financial viability of any potential operations must be trail infrastructure. Specifically, stakeholders feel that a provision of pick up and considered, and given that the market is emerging, sufficient infrastructure or drop off and other hiking related services could be developed by accommodation patronage may not yet exist to make it justifiable for tours to become operational operators in the region. in the area. In addition, there is seen to be the need to improve directional signage along touring routes and at key intersections within the region. “If you want to attract more visitors you would need more things for people to do. When (the region) has its festivals it attracts a lot of people but throughout the rest of the year (the region) may only attract a relatively small number of people.” (Destination stakeholder)

Stakeholders also feel that further development of the ‘State Tourist Drive 251’ (Balingup – Nannup – Bridgetown) within the Blackwood River Valley would have the potential to be a major tourism drawcard, particularly for visitors seeking the Australian country experience.

“Bridgetown, Nannup and Balingup make a perfect little triangle for people wanting to discover the pretty rolling hills and really get that Australian country experience with small country towns and the history, the heritage and the bed and breakfast.” (Destination stakeholder)

As with other regions in Australia’s South West, the extension of the Munda Biddi Trail from Nannup through to Albany is seen to be a priority.

58 Australia’s South West Tourism Western Australia | Tourism Development Priorities Priorities for Blackwood River Valley Sub-Region:

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West tourism region. It is important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of priorities and may assist in facilitation.

1) Facilitate the development of ancillary services on the Bibbulmun Track and Munda Biddi Trail (including Munda Biddi extension)

With both the Munda Biddi Trail and Bibbulmun Track passing through the region, there is seen to be further opportunities to capitalise upon this excellent trail infrastructure. Specifically, stakeholders feel that a provision of pick up and drop off and other hiking related services could be developed by accommodation operators in the region. In addition to improving ancillary services, an extension of the Munda Biddi Trail from Nannup to Albany is seen as a priority.

Key projects include:

Priority Project Key agencies Timeframe Munda Biddi Trail Foundation, Very High Extend the Munda Biddi Trail through from Nannup through to Albany Department of Environment and 1-5 years Conservation Bibbulmun Track and Munda Biddi Facilitate the development of ancillary services on the Bibbulmun Track and Munda Medium Trail Foundations, Small Business 1-5 years Biddi Trail Development Corporation

Australia’s South West 59 Tourism Western Australia | Tourism Development Priorities 2) Improve and develop key touring routes in the region

While significant improvements have been made to the quality of roads in recent years, there is still room for improvement. Of particular focus is the need to bypass heavy traffic (particularly logging traffic) around the Bridgetown township to improve visitor safety. In addition, there is the need to open up the Mowen Road link from the Margaret River wine region into the Blackwood River Valley region, further establish the Golden Trail self drive route and improve signage on key touring routes and at key intersections. These improvements will help support the rural and relaxed feel of the region, improve visitor experiences and open up new touring routes for visitors.

Key projects include:

Priority Project Key agencies Timeframe Main Roads, Shire of Bridgetown- High Develop the Bridgetown Bypass 1-5 years Greenbushes Complete the sealing of Mowen Road from Sues Road in the Shire of Augusta-Margaret Shire of Nannup, Shire of Augusta- High 1-5 years River through to Nannup Margaret River, Main Roads Improve directional signage along key touring routes and at key intersections within the Shires of Bridgetown-Greenbushes, Medium 1-5 years region. Shire of Nannup, Main Roads

60 Australia’s South West Tourism Western Australia | Tourism Development Priorities Appendix A – Consultation List

The 230 stakeholders interviewed as part of the Tourism Development Priorities targeted stakeholder consultation conducted in May/June of 2009 are listed below:

ACCOR Group - Mr Llewellyn Wyeth Broome and the Kimberley Holidays - Mr Bernard Whewell Albany Visitors Centre - Ms Michelle Damon Bunbury Visitor Centre / City of Bunbury - Ms Felicity Anderson All Seasons Sanctuary Golf Resort - Ms Nicola Depiazzi Burswood Entertainment Complex - Mr Andrew Hill Aspen Parks - Mr Dean Massie Capricorn Village Joint Venture - Dr Russel Perry Australian Tourism Export Council - Ms Margaret Wilson Caravan Industry Association Western Australia - Mrs Pat Strahan Augusta Margaret River Tourism Association - Ms Francine Errico Carnarvon Aboriginal Heritage & Cultural Centre - Ms Justine Lawler Augusta's Georgiana Molloy Motel - Ms Lyn Ridout Carnarvon Visitor Centre - Ms Sharon Williams Aussie Bight Expeditions - Mr Tony Flynn Central Wheatbelt Visitor Centre - Ms Pam Masters Australia’s Coral Coast - Mr David O'Malley Cervantes Pinnacles Motel - Mr Phil Purtle Australia's Golden Outback - Mr Jac Eerbeek Chamber of Commerce and Industry - Esperance - Mr Marcus Tromp Australia's North West - Mr Glen Chidlow Chamber of Commerce and Industry - Albany - Mr Graham Harvey Australia's South West - Mrs Sascha Papalia Chamber of Commerce and Industry Western Australian - Ms Sharon Dignard Avon Tourism - Ms Wendy Williams Charnaud Property Asset and Fund Management - Mr Ben Charnaud Avon Valley Ballooning - Mr & Ms Sven & Cathy Tetlow City of Albany - Mr Paul Richards Batavia Coast Air Charter - Ms Caroline Pettet City of Fremantle - Mr David Duncanson Bell Tower (The Swan Bells) - Mr Paul Grootveld City of Geraldton Greenough - Mr Paul Frick Benedictine Community of New Norcia - Ms Carmel Ross City of Rockingham - Mr Cadell Buff Bibbulmun Track Foundation - Mr Mike Woods City of South Perth - Mr Cliff Frewing Blackwood River Valley Marketing Association - Mrs Barbara Johnson City of Stirling - Mr Stuart Jardine Blue Travel - Mr Meng Wong City of Swan - Ms Peta McAuliffe Broadwater Marina Resort Geraldton - Ms Maggie Dowsett City of Wanneroo - Mr John Royle Broome Airport - Mr Nick Belyea City Stay Apartments - Mr Geoff Davis

Australia’s South West 61 Tourism Western Australia | Tourism Development Priorities Conservation Commission of WA - Dr John Bailey Department of Environment and Conservation – Shark Bay - Mr Brett Fitzgerald Conservation Council - Mr Piers Verstegen Department of Environment and Conservation - South West Region - Mr Peter Denham Seaside Tourist Village - Mr Ray Diggins Henderson Denmark Visitor Centre - Mr Ian Osborne Department of Environment and Conservation – Warren Region - Mr Tim Foley Department of Planning - Ms Shelley Grice Department of Indigenous Affairs - Mr John Styants Department of Planning - Mr Phil D'Costa Department of Local Government - Mr Brett Sabien Department of Planning - Mr Neil Foley Department of Sport and Recreation - Mr Graham Brimage Department of Planning - Mr Michael Schramm Department of State Development - European Office - Ms Kerry Sanderson Department of Planning - Mr Peter Westgate Department of State Development- Mumbai Office - Mr Simon Johnson Department of Planning - Mr Scott Haine Department of Water - Mr John Ruprecht Department of Planning - Albany - Ms Georgina Folvig Derby Visitor Centre - Ms Jenny Kloss Department of Planning - Gascoyne - Mr Aidan Tansey Desert Knowledge/Wooleen Station - Mr Brett Pollock Department of Planning - Mid West - Mr Jerom Hurley Discover West - Mr Nathan Harding Department of Culture and the Arts - Ms Jacqui Allen Dolphin Discovery Centre - Ms Jodie Mott Department of Environment and Conservation - Mr Stefan deHaan Dryandra Country Visitor Centre - Ms Thelma Perfect Department of Environment and Conservation - Mr Ian Kealley Dunsborough Lakes Resort Golf Course - Mr Murray Parsons Department of Environment and Conservation - Mr Daryl Moncrieff Eastern Metropolitan Regional Council - Ms Sue Campbell Department of Environment and Conservation - Mr Peter Sharp Easyrider Backpackers Tours - Ms Vanessa Korsky Department of Environment and Conservation - Mr Cliff Winfield Edge Tourism and Marketing - Ms Robyn Fenech Department of Environment and Conservation – Albany - Mr Bruce Bone Esperance Eco-Discovery Tours - Mr Mark Adamson Department of Environment and Conservation – Broome - Mr Alan Byrne Esperance Regional Tourism Association - Mr Brian Tolhurst Department of Environment and Conservation – Exmouth - Mr Roland Mau Esplanade Hotel Fremantle - Mr Rodney Coates Department of Environment and Conservation – Geraldton - Mr David Rose Exmouth Visitors Centre - Ms Janis Ferguson Department of Environment and Conservation – Mid West - Ms Sue Hancock Experience Perth - Ms Noeleen Pearson

62 Australia’s South West Tourism Western Australia | Tourism Development Priorities FACET (Forum Advocating Cultural and Eco Tourism) - Dr Ross Dowling Kalbarri Wilderness Cruises - Mr & Mrs Tim & Julia Woodcock Faraway Bay The Bush Camp - Ms Robyn Ellison Kalgoorlie Visitor Centre - Ms Danielle Robertson Gascoyne Development Commission - Mr Stephen Yule Karma Chalets - Ms & Mr Beverley & Don Ford Geographe Bay Tourism Association - Mr Matthew Walker Karratha Visitor Centre - Ms Elanor Collins Geraldton Visitor Centre - Mr Bevan Orchard Karri Valley Resort - Ms Joanna Moore Gingin Coast Tourism - Ms Marion McFadden Kepa Kurl Eco-Cultural Tours - Ms Gail Reynolds-Adamson Gloucester Motel - Mr Ian Leaning Kimberley Area Consultative Committee - Mr Chris Mitchell Golden Quest Trail Association/Discovery Trails - Ms Arianne Webb Kimberley Development Commission - Mr Kelvin Barr Goldfields Esperance Development Commission - Mr Shayne Flanagan Kings Park and Botanic Garden - Mr Mark Webb Goldfields Esperance Development Commission - Mr Robert Hicks Kingsley Motel - Ms Jeanette Sturis Goldrush Tours - Mr Guy Brownlee Kooljaman at Cape Leveque - Ms Julie Blackburn Goonine Springs - Ms Marilyn Nicholas Lancelin Lodge - Mr Trevor Pond Great Beyond Visitor Centre - Ms Laurinda Hill Landcorp - Mr Ross Holt Great Southern Development Commission - Mr Russell Pritchard Lesley J Briscoe - Ms Lesley Briscoe Heritage Council of WA - Ms Claire Savage Little Creatures Brewery Company Pty Ltd - Mr Nic Trimboli Heritage Country Tourism Association - Mr Rod Ross Local Government Managers Australia - Mr Steve Cole Hoover House - Mr John Watson Main Roads Western Australia - Mr Brett Belstead Hospitality Group - Mr Chris Pye Main Roads Western Australia - Mr Kevin Smith Houghton Wine Company - Ms Jan Peterson Main Roads Western Australia - Mr Ian Fennell Humfrey Land Developments - Mr Barry Humfrey Main Roads Western Australia - Mr Peter Sewell Hyatt Regency Perth - Mr Robert Dawson Mandalay Holiday & Tourist Resort - Mr & Ms Clive & Margaret Johnson Kalbarri Accommodation Service - Mr & Mrs John & Marilyn Brandenburg Mandurah Quay Resort - Ms Tanya Forsyth Kalbarri Reef Villas - Mr Steve McKenzie Margaret River Visitor Centre - Ms Tracy Barr Kalbarri Visitor Centre - Ms Barbara Hughill Mauritz Enterprises - Ms Sheena Collins

Australia’s South West 63 Tourism Western Australia | Tourism Development Priorities Merribrook Retreat Margaret River - Mr Richard Firth Point Samson Resort - Ms Helen MacGregor Mid West Development Commission - Mr Steve Douglas Port Hedland Visitor Centre - Ms Kelly Howlett Midland Redevelopment Authority - Mr Kieren Kinsella Priory Hotel - Mr Wayne Martin Monkey Mia Yacht Charters - Mr Greg Ridgley Qantas - Mr Adrian Boys Mundaring Tourism Association - Ms Christina Norris Qantas Holidays - Ms Kylie Kemp Mundaring Visitor Centre - Ms Bev Beale Quay West Resort Bunker Bay - Ms Bianca Boultbee National Trust of Australia (WA) - Ms Anne Brake Quest Margaret River Freycinet Estate - Ms Vanessa Thomson Newman Visitor Centre - Ms Mary White Rainbow Jungle - Ms Amber Kelly Ningaloo Experience - Ms Melissa Zerbe Ravensthorpe Chamber of Commerce - Ms Shelly Hall Ningaloo Lodge - Mr Kim Tapper Ravensthorpe Hopetoun Visitors Centre - Ms Jenny Biddulph Ningaloo Sustainable Development Office - Mr David Nunn Resolve Global - Mr Colin Ingram Norseman Visitor Centre - Ms Evelyn Reid Rockingham Visitor Centre - Mr Scott Hewitt Northam Tourist Centre - Mr Cory Gale Roe Tourism - Ms Jennie Gmiener Novotel Ningaloo Resort - Mr Darren Cossill Roebourne Visitor Centre - Ms Ruth Ellis Oceanside Village - Mr Johan Bakker Rottnest Express/Boat Torque Cruises - Ms Jasmine Evatt Peel Chamber of Commerce Tourism Subcommittee - Mr John Matthew Rottnest Island Authority - Mr Paolo Amaranti Peel Development Commission - Ms Maree DeLacey Rottnest Island Business Community - Ms Pam McMinn Pemberton Visitor Centre - Mr Paul Nolan Royal Automobile Club of WA - Mr Mark Abercromby Pentland Alpaca Stud & Tourist Farm - Ms Margaret Binks & Debbie Maddams Seashells Hospitality Group - Ms Stephanie Lang Perth Convention Bureau - Ms Christine Mclean Seashells Hospitality Group - Mr Mark Phillips Pilbara Area Consultative Committee - Ms Collene Longmore Shire of Ashburton - Mr Keith Pearson Pilbara Development Commission - Mr Stephen Webster Shire of Chittering - Ms Lyndal Danks Pilbara Regional Council - Mr Adrian Ellson Shire of Dandaragan - Mr Clinton Strugnell Pinjarra Visitor Centre - Ms Carol Camplin Shire of Denmark - Mr Dale Stewart

64 Australia’s South West Tourism Western Australia | Tourism Development Priorities Shire of Derby-West Kimberley - Mr Shane Burge Three Islands Marine - Mrs Victoria Casey Shire of East Pilbara - Mr Allen Cooper Tom Price Visitor Centre - Ms Anne Ransom Shire of Esperance - Mr Mal Osborne Tourism & Transport Forum - Mr Evan Hall Shire of Gingin - Ms Anita Jarvis Tourism Consultant - Mr Brian Bowater Shire of Manjimup - Mr Jeremy Hubble Tourism Council Western Australia - Mr Graham Moss Shire of Northampton - Mrs Hayley Williams Town of Port Hedland - Mr Terry Sargent Shire of Roebourne - Mr Allan Moles Travel Talk - Mr Craig Sinclair Shire of Shark Bay - Mr Kelvin Matthews Turquoise Coast Enviro Tours - Mr Mike Newton Shire of Toodyay - Ms Annique Gray Valley of the Giants - Tree Top Walk - Ms Julie Ross Shire of Wyndham-East Kimberley - Mr Peter Stubbs Vasse Felix - Mr Michael Whyte Skywest Airlines - Mr Mark Shelton Visitor Centre Association of WA - Ms Yvonne Bradfield Slingair Heliwork WA - Ms Sonja Mitchell Voyages El Questro Wilderness Park - Mr David Henry Small Business Development Corporation - Mr Dennis Wade Walpole-Nornalup Visitor Centre - Ms Cath Roberts Small Business Development Corporation - Mr Norm Skoglund Western Australia 2011 Pty Ltd/ISAF - Mr John Longley Small Business Development Corporation - Mr Steve Moir Western Australian Local Government Association - Ms Jodie Holbrook South West Development Commission - Mr Don Punch Western Australian Maritime Museum - Ms Renae Woodhams Sunset Coast Tourism Association - Mr Andrew Slomp Westralia Airports Corporation - Mr Brian Krause Swan River Trust - Mr Rod Hughes Whale World - Mr Glenn Russell Swan Valley Tourism Council - Ms Geraldine Riggir Wheatbelt Development Commission - Mr Grant Arthur The Bayview Geographe Resort - Mr Suleng Tanlee Willie Creek Pearl Farm - Mr Don Bacon The Cove Caravan Park - Mr & Mrs Charlie & Irene VanHerk York Chamber of Commerce - Mr Mark Lloyd The Vines Resort - Mr Mike Stanton

Australia’s South West 65 Tourism Western Australia | Tourism Development Priorities The following organisations provided a written submission as part of a public call for submissions open from May 1 to July 17, 2009

Augusta Margaret River Tourism Association National Trust of Australia (WA) Bibbulmun Track Foundation Physical Activity Taskforce Secretariat Central Wheatbelt Visitor Centre Merredin Accredited Visitor Centre Rainbow Jungle Kalbarri Sculpture Exhibition 2010 City of Bunbury Roe Tourism City of Perth Shire of Busselton City of Swan Shire of Dowerin Department of Sport and Recreation Shire of Kalamunda Eastern Metropolitan Regional Council Shire of Merredin Fremantle Prison Shire of Mundaring Gingin Observatory Town of Cambridge Guilderton Community Association Western Australian Chamber of Commerce and Industry Marble Bar Telecentre & Business Link Yarloop Workshops National Trust of Australia - Granite Way

In addition, the following organisations provided a written submission as part of a public call for comment on the draft TDP documents, open from November 20 to December 18, 2009.

Albany Chamber of Commerce and Industry City of Fremantle Augusta Margaret River Tourism Association City of Geraldton-Greenough Australia's North West City of Joondalup Broome and the Kimberley Holidays City of Kalgoorlie-Boulder Cape Mountain Bikers City of Mandurah Central Wheatbelt Visitor Centre City of Perth City of Bunbury City of Stirling

66 Australia’s South West Tourism Western Australia | Tourism Development Priorities City of Swan Margaret River Wine Industry Association City of Wanneroo Mid West Development Commission Denmark Tourism Incorporated National Trust of Australia (WA) Department of Environment and Conservation Peel Development Commission Department of Environment and Conservation - Esperance Quest Margaret River Freycinet Estate Department of Sport and Recreation Recherche Advisory Group Derby Visitor Centre Rottnest Island Authority Dolphin Discovery Centre Shire of Dalwallinu Eastern Metropolitan Regional Council Shire of Kalamunda Esperance Chamber of Commerce and Industry Shire of Leonora Esperance Region Tourism Association Shire of Menzies Gascoyne Development Commission Shire of Mundaring Geographe Bay Tourism Association Shire of Nannup Gingin Coast Tourism Association Shire of Northampton Golden Quest Trail Association Shire of Perenjori Goldfields-Esperance Development Commission Small Business Centre Great Southern Development Commission Small Business Centre - Goldfields Guilderton Community Association South West Mountain Bike Club Heritage Country Tourism Association Tourism & Transport Forum Hidden Treasures of the Great Southern Tourism Council of WA Kalgoorlie Visitor Centre Town of Cambridge Karma Chalets Western Australian Chamber of Commerce and Industry Main Roads WA Westralia Airports Corporation Mandurah Quay Resort Wheatbelt Development Commission

Australia’s South West 67 Tourism Western Australia | Tourism Development Priorities Appendix B – The Tourism Area Lifecycle

The tourism area lifecycle pattern which has been put forward by Richard W Butler (for a full review, see Aspects of Tourism: The Tourism Area Life Cycle Vol. 1 Applications and Modifications 2006, p3-12, Channel View Publications) is based on the product lifecycle concept, and is outlined in the diagram below. The subsequent section summarises Richard Butler’s views on the key implications of each stage of the tourism area lifecycle.

Starting in the bottom left hand corner of this model, the exploration stage is characterised by small numbers of tourists making individual travel arrangements and following irregular visitation patterns. At this time there would be no specific facilities provided for visitors, requiring the use of local facilities. As a consequence, the physical and social characteristics of the destination would be unchanged by tourism, bearing little impact on the economic and social existence of local residents.

As the numbers of visitors increase and patterns of visitation become more regular, some local residents will enter the involvement stage, whereby they begin to provide facilities tailored specifically for visitors to the area. Contact between visitors and locals increases and efforts commence to identify visitor markets and undertake some level of advertising. A tourist season begins to emerge, and the social patterns of involved local residents are adjusted. Pressure starts to be placed on government and public agencies to provide or improve suitable transport and other relevant facilities and amenities for visitors.

68 Australia’s South West Tourism Western Australia | Tourism Development Priorities The development stage reflects a well defined tourism market area shapes by When the peak number of visitors has been reached, the area will reach the heavy advertising in target catchment areas. Local involvement and development stagnation stage. Capacity levels for many tourism products and facilities will typically starts to decline, superseded by larger and more up-to-date facilities have been either reached or exceeded, leading to potential environmental, social provided by external organisations and chains (particularly accommodation). and economic problems. By this stage, the area will usually have a well established Natural and cultural attractions are developed and potentially supported image in the marketplace, but will no longer be fashionable. There will be surplus by complementary man-made facilities. Noticeable changes in the physical capacity, requiring greater marketing efforts to maintain current visitor levels. As a appearance of the area is likely and it can be expected that not all of these result, there is heavier reliance on repeat visitation and organised mass tourists. changes will be welcomed by local residents. Regional, state and/or national involvement in the planning and development of facilities, as well as imported In the decline stage, the area will not be able to compete with newer and more labour, will be required to cope with growing demand, as the number of visitors fashionable destinations in the region and will experience a decline in visitor exceeds the local population during peak periods. The range and type of visitors numbers. As a result, turnover of tourism developments and operators towards will also change as broader market awareness increases. non-tourism operations becomes high as the area becomes less attractive to tourists and the viability of tourism operations becomes more difficult. As the consolidation stage is entered, total visitor numbers continue to increase Opportunities may arise for local residents to take over smaller tourism operations albeit at a slower rate. A major part of the areas economy is now intrinsically due to lower competition as the market declines. However, many tourism linked to tourism, and marketing activities become further-reaching with efforts operations (particularly accommodation) are eventually converted to permanent made to extend the tourism season and catchment areas. A number of major residences (most commonly for retirees). tourism chains will now be represented, but few additions will be made. The larger number of visitors and range of tourism facilities can be expected to Alternatively, it is possible that rejuvenation may occur, although the extent engender opposition from local residents not involved in the tourism industry. to which this can be achieved will usually depend on a complete change in the Defined recreational districts or hubs in the area may emerge and older tourist attractions, on which tourism is based, by either a) creating new man-made facilities and amenities may start to be considered less desirable. attractions, and/or b) developing previously untapped natural tourism assets.

Australia’s South West 69 Tourism Western Australia | Tourism Development Priorities Notably, the direction of the curve after the period of stabilisation (and ultimate Although a consistent evolution of tourism destinations can be placed in a broad lifecycle of a tourism destination) is open to several possibilities: theoretical model such as that proposed by Richard Butler, it must be emphasised that not all areas experience the stages of the cycle as clearly as others. Specifically, • Successful redevelopment of man-made or natural tourism assets could result the shape of the curve must be expected to vary for different areas, reflecting in renewed growth and expansion (see curve A). variations in such factors as the rate of development, numbers of visitors, • Minor modification and adjustment to capacity levels, and continued accessibility, government policies and numbers of similarly competing areas. protection of resources, could allow continued growth at a much reduced rate (see curve B). • A readjustment to meet all capacity levels could create a more stable level of visitation to be maintained in the longer term after an initial readjustment downwards (see curve C). • Continued unsustainable overuse of natural tourism resources, non- replacement of aging tourism product and infrastructure, and decreasing competitiveness relative to other tourism destinations would result in a marked decline (see curve D). • The intervention of various shock factors, such as war, disease, major environmental damage or other catastrophes could result in an immediate and rapid decline in visitor numbers from which it may be extremely difficult to recover (see curve E).

70 Australia’s South West Tourism Western Australia | Tourism Development Priorities Appendix C – Key Points of Contact

Tourism WA – Australia’s South West Regional Manager Australia’s South West – Regional Tourism Organisation 61 Victoria Street 61 Victoria Street BUNBURY WA 6230 BUNBURY WA 6230 (08) 9791 9011 (08) 9791 9197 [email protected] [email protected]

Great Southern Development Commission South West Development Commission 110 Serpentine Rd 61 Victoria Street ALBANY WA 6330 BUNBURY WA 6230 (08) 9535 0000 (08) 9792 2000 [email protected] [email protected]

1 Sustainable Tourism Cooperative Research Centre – Tourism Satellite Accounts 2007-08: Western Australia 2 Tourism Council Western Australia 3 Tourism Research Australia – International and National Visitor Survey 2001-2008 4 Department for Health and Ageing - Statistical Local Area Population Projections, 2007 to 2027, Revised 5 Tourism Western Australia – Attraction Development Research 2009 6 Tourism Research Australia defines a daytrip as the following “Day trips or same day visitors are those who travel for a round trip distance of at least 50km, are away for home for at least 4 hours, and who do not spend a night away from home as part of their travel. Same day travel as part of overnight travel is excluded as is routine travel such as commuting between work/school and home. Routine shopping is included as is travel for all purposes, not just pleasure.” As a result of this tight definition, the number of daytrips to a particular destination will always be less than the number of actual day trips to that destination.

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