TDP Australia's North West - Tourism Western Australia

Date of Publication: 

MARCH 2010 

AUSTRALIA’S NORTH WEST 

Tourism Development Priorities | 2010 -2015

© Tourism Western Australia. March 2010. 

ISSN 1834-2418 

2 Mill Street 

PERTH WA 6000 

GPO Box X2261 

PERTH WA 6847 

Tel: 08 9262 1700 

Fax: 08 9262 1702 

tourism.wa.gov.au/tdp 

visit westernaustralia.com 

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 North 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 North West 5 

Kimberley Sub-Region 8 

Pilbara Sub-Region 24 

Appendix A – Consultation List 36 

Appendix B – The Tourism Area Lifecycle 43 

Appendix C – Key Points of Contact 46

Tourism in Western Australia 

Tourism is a major contributor to the Western Australian economy and is directly 

linked to the State’s long term prosperity. 

Western Australia’s tourism industry encourages diversified regional economies 

and offers long term development opportunities for regional areas which have 

traditionally relied on industries such as mining and agriculture. Tourism develops 

strong and vibrant regional communities through employment and business 

opportunities for people living throughout the state. For indigenous communities, 

tourism can offer employment, business development and the maintenance 

of culture. The tourism industry is one of few industries to offer economic 

opportunities that mutually support and rely on environmental conservation 

objectives. 

The benefits of the tourism industry in Western Australia are real, providing over 

82,000 jobs and contributing in excess of over $7.3 billion (both directly and 

indirectly) to the Western Australian economy. 1 

As illustrated below, the tourism industry is an important part of the overall health 

and well being of many different industries in Western Australia. 1 

Industry 

% Industry reliance on Tourism 

Accommodation, cafes and restaurants 52.4% 

Retail trade 8.0% 

Transport and storage 7.9% 

Cultural and recreational services 5.7% 

Education 5.7% 

Communication services 3.5% 

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 



Government’s role in Destination Development 

In order to engage in destination development and rejuvenation, the government’s 

provision and facilitation of infrastructure and product which both service visitor 

needs and encourage private investment in tourism product is seen as essential. 

Without infrastructure such as airports, roads, power, water, sewerage, electricity 

and telecommunication, investors are generally unwilling to invest in tourism 

product. 

In Western Australia, the capacity of the private sector to finance the development 

of basic economic infrastructure such as roads and utilities is restricted by the 

size and nature of the tourism industry. There are an estimated 4,000 tourism 

businesses in Western Australia, the majority of which are small to medium sized 

enterprises. 2 Competition between operators and the destinations in which they 

are based is intense. 

In many areas of Western Australia tourism is seasonal, with visitation varying 

significantly depending on the time of the year. Construction and operating costs 

in remote areas such as the North West and Ningaloo are extremely high and land 

costs in many destinations (particularly in coastal destinations) are impacting on 

the business case for investments. These issues can have a huge impact on the 

profitability of tourism operators. 

As a result of the fragmented, remote and seasonal nature of the tourism industry, 

it is understood that the government has a significant role to play in destination 

development. Specifically, it is understood that the public sector has a role in 

creating a favourable environment for tourism development through infrastructure 

investment that supports development of product. A range of government 

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. 


Tourism Western Australia | Tourism Development Priorities 

3

Tourism Development Priorities 

In recognising the role that many agencies have in destination development, a 

set of Tourism Development Priorities (TDP) have been developed to help identify 

tourism product and infrastructure priorities in key destinations around the state. 

Five TDP documents have been produced in total, one for each of the five 

tourism regions in Western Australia. While these TDP documents do not 

canvass all possible projects for the regions, projects and initiatives that have 

significant stakeholder support or have been identified as being important in the 

development of destinations have been prioritised. 

In preparing these TDP documents, Tourism WA has consulted with an extensive 

range of stakeholders. These stakeholders include: 

1) Stakeholders with a statewide perspective: 40 in-depth interviews were 

completed with key tourism industry stakeholders who were seen to have a 

“big picture” state-wide tourism perspective (interviewees included industry 

associations, wholesalers, inbound/outbound tour operators, airlines and 

relevant government agencies). 

2) Stakeholders with a regional perspective: 24 in-depth interviews 

were completed with key tourism industry stakeholders who had a 

detailed perspective on one or more of Western Australia’s five tourism 

regions (interviewees included Regional Tourism Organisations, Regional 

Development Commissions, and operators and other private and public 

organisations with an interest in multiple destinations within a region). 

3) Stakeholders with a detailed understanding of key destinations: 

166 semi-structured telephone interviews were completed with key tourism 

stakeholders who had a detailed perspective on specific destinations 

within each of the five tourism regions (interviewees included visitor centre 

managers, local governments, Department of Environment and Conservation 

and Department for Planning regional officers, local Chamber of Commerce 

and Industry representatives, local tourism association representatives and 

local tourism operators). 

4) Regular intrastate travellers: To help facilitate a demand side perspective 

on destinations key strengths and development priorities a series of five 

focus groups were conducted with experienced intrastate visitors to each of 

the five tourism regions. 

These consultations were undertaken by TNS, a respected research company. In 

addition to this direct consultation process, Tourism WA invited other interested 

parties to provide input through both a: 

• public ‘Call for Submissions’ open between May 1 and July 17, 2009: and 

• public ‘Call for Comment’ on the draft TDP documents, open between 

November 20 and December 18, 2009. 

A full list of stakeholders who provided input into the development of the TDP 

documents can be found in Appendix A. 

After receiving information about the stakeholder consultation from TNS and 

collating input from the ‘Call for Submissions’ and the ‘Call for Comment’, the 

following TDP document has been produced for the tourism region known as 

Australia’s North West. Tourism WA will monitor the progress of the priorities 

listed in this report and may assist in facilitation. 

4 




Australia’s North West covers the 

north-western half of Western 

Australia, taking in the Pilbara and 

Kimberley regions. The following 

map and table highlight the 

geographical and shire boundaries 

of these regions. 


KUNUNURRA 

0 100 

Km 

BROOME 

DERBY 

THE KIMBERLEY 

FITZROY 

CROSSING 

HALLS 

CREEK 

PORT HEDLAND 

DAMPIER 

KARRATHA 

ONSLOW 

THE PILBARA 

TOM PRICE 

NEWMAN 



5

Local Governments in Australia’s North West 

The Kimberley 

Shire of Broome Shire of Derby-West Kimberley Shire of Halls Creek Shire of Wyndham-East Kimberley 

The Pilbara 

Shire of Ashburton Shire of East Pilbara Town of Port Hedland Shire of Roebourne 

In terms of current overnight visitation by holiday/leisure visitors (excluding business and other purposes of visit), Broome is clearly the most popular destination 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 Broome 60,000 66,600 35,200 161,800 

Shire of Wyndham-East Kimberley 15,300 39,400 19,800 74,500 

Shire of Derby-West Kimberley 13,600 26,800 12,700 53,100 

Shire of Roebourne 31,000 14,000 5,500 50,500 

Shire of Ashburton 20,100 13,100 13,900 47,100 

Town of Port Hedland 17,100 14,500 12,500 44,100 

Shire of Halls Creek 11,000 20,000 12,900 43,900 

Shire of East Pilbara 14,800 4,100 3,800 22,700 

6 



In determining the priorities for tourism product and 

infrastructure development in Australia’s North 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, amenities and 

attitudes. 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. 



7

Kimberley Sub-Region 

Includes the shires of Broome, Derby-West, Kimberley, Halls Creek and Wyndham-East Kimberley. 

Population: Approximately 34,900 4 

Annual Average Holiday/Leisure 

Visitors 2001-2008: 3 

209,000 overnight visitors 

1,840,200 nights 

Average length of stay = 9.2 nights 

Mitchell River 

National Park 

Lawley River 

National Park 

Drysdale River 

National Park 

WYNDHAM 

KUNUNURRA 

Mirima 

National Park 

SHIRE OF 

WYNDHAM-EAST 

KIMBERLEY 

DERBY 

Windjana Gorge 

National Park 

Tunnel Creek 

National Park 

Purnululu 

National Park 

BROOME 

FITZROY CROSSING 

Geikie Gorge 

National Park 

HALLS CREEK 

SHIRE OF BROOME 

SHIRE OF 

DERBY-WEST 

KIMBERLEY 

Wolfe Creek 

Meteorite Crater 

SHIRE OF HALLS CREEK 

The Kimberley 

0 25 50 

Km 

8 



Strengths and Unique Selling Points: 

The Kimberley region covers the far north of the state and includes the townships 

of Broome, Derby, Wyndham, Kununurra, Halls Creek and Fitzroy Crossing. The 

region offers the adventurous traveller with a wide range of unique wilderness and 

nature based experiences including spectacular gorges, lush waterfalls and over 

400,000km 2 of remote bushland. The Kimberley is also known for its coastline, 

including coral atolls and islands offering a wide variety of marine experiences. 

Well-known attractions within the region include the Purnululu, Mitchell River 

and Geikie Gorge National Parks, Cable Beach, Lake Argyle and the Buccaneer 

Archipelago. 

“The Kimberley is all about adventure in terms of gorges, the 

outback, waterfalls and beautiful scenery.” 

(Destination stakeholder) 

The key gateway to the Kimberley region is Broome, a unique coastal town with 

a wide range of accommodation options, from backpacker hostels to luxury 

resorts. In addition to the spectacular coastline of Cable Beach, Broome has a rich 

multicultural heritage arising from the town’s pearling industry. 

Outside of Broome, the Kimberley is a vast open region which provides the visitor 

with a range of opportunities to experience remote and rugged landscapes. 

Perhaps the most recognised self drive route in the region is the Gibb River Road, 

which links Derby to Kununurra via a number of national parks, river crossings 

and gorges. Other popular experiences in the region include cruising the pristine 

Kimberley coast, engaging with the rich indigenous heritage in the area and 

experiencing remote cattle station life. 

“There are some of the best indigenous rock art sites in the 

world. Every range in the Kimberley has aboriginal art.” 


There are two distinct seasons in the Kimberley region; the busy and bustling dry 

(May through October) and the much quieter wet (November through April). 

“Broome’s climate and beaches are certainly key strengths. It 

is also a very multicultural place. Broome’s openness is also 

a strength as it hasn’t become a modern city.” (Destination 

stakeholder) 



9

Current Performance: 

Despite an extensive spread of accommodation and attractions, the Broome area is seen to be still in the development stage. This development stage is expected to 

continue with the planned expansion of the resources sector further up the Dampier Peninsula. Outside the Broome area, the Kimberley region is seen to be in the early 

stages of tourism development, albeit development that compliments rather than detracts from the rugged and remote experiences of the region. 

Current Lifecycle and Performance of the Kimberley sub-region 

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities 

Broome Development High High High Medium 

Rest of Kimberley Development Medium Low High Low 

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 Broome 60,000 66,600 35,200 161,800 

Shire of Wyndham-East Kimberley 15,300 39,400 19,800 74,500 

Shire of Derby-West Kimberley 13,600 26,800 12,700 53,100 

Shire of Halls Creek 11,000 20,000 12,900 43,900 

10 



Access 

Outside of the Broome township, which has good intrastate and interstate air 

access, the region is mainly accessed by self drive visitors who are either travelling 

across the top of Australia (along the Savannah Way), or are on a longer journey 

within the region or state. At a distance of 2,172km from Perth and 1,872km from 

Darwin, the township of Broome (and the entire region) is in closer proximity to 

population centres in the northern part of Australia. 

In regards to air services, Broome is regarded as the hub for the region. In 

addition to regular services from Perth, the township is also served by interstate 

flights from Darwin, Adelaide, Sydney and Melbourne. Outside of Broome, 

Kununurra also receives regular services from Perth and Darwin, while there is 

some intra-regional traffic between some of the smaller towns in the region (such 

as services from Broome to Fitzroy Crossing and Halls Creek) 

Given Broome’s relatively developed product and proximity to Asia, stakeholders 

have raised the opportunity of securing direct air services from Asia as a way 

of developing new markets to the region. This developing of new markets is seen 

as essential if the region is to develop the tourism industry alongside the resources 

industry as a key driver of the economy. At a distance of around three hours by air, 

securing a service linking Singapore to Broome is seen as a priority. 

“An international air service with Singapore would mean 

that they have a link to Asia and to the rest of the world as 

Singapore is a hub airport. This is not only needed to better 

tourism in Broome and Australia’s North West but also for the 

oil and gas industry who would also create demand and take 

up seats. Broome needs two industries, it needs tourism and 

another industry like gas and oil to survive and continue to 

grow.” (Destination stakeholder) 

In addition to securing international services, there is also seen to be opportunity 

to develop additional interstate services into the region, particularly flights linking 

Broome to Brisbane. With the opening up of 14,000 hectares of irrigation land 

around Kununurra through the Ord Expansion program, there is also seen to 

be the opportunity for the tourism industry to take advantage of any business 

orientated route development into the Kununurra township. 

Given the close proximity of the Broome airport to the town centre and to Cable 

Beach, it is considered essential by some stakeholders that Broome airport be 

relocated. This is seen as particularly important if there is to be a significant 

increase in aviation services to the region. This relocation of the Broome airport 

to a site outside the town centre is seen by some stakeholders as providing 

Broome with new opportunities to meet housing, commercial, cultural and 

recreational needs as well as better servicing an increase in visitor numbers to the 

area. 

“Broome needs a new airport or the current one relocated to 

outside the town so that it can expand. It is restricted at the 

moment so the runway can’t be extended which is limiting 

the size of planes that can land in Broome.” 


Upgrades of the Kununurra airport and remote airstrips on the Dampier 

Peninsula and at Mitchell Falls are also seen as important for encouraging 

aviation services and investment in accommodation in the region. 

Once in the region, getting around to key towns is done via the unsealed Gibb 

River Road (linking Derby with Kununurra) or the more accessible Great Northern 

Highway. While accessibility on these roads can be limited during the wet season, 

and there are safety issues to do with road trains competing with recreational 

traffic, these key access routes are seen to be in reasonably good condition. 



11

Accommodation 

However once off these routes, the quality of roads providing access to key natural 

attractions such as national parks, gorges and waterfalls is seen to be low and in 

need of improvement. 

While there is recognition that improvements need to be made to some roads in 

the region there is also recognition that the limited accessibility and remoteness 

of the North West region is, to some extent, part of its unique appeal as a 

destination. Stakeholders recognise that the quality of some roads in the region is 

a result of the natural environment and therefore adds to the experience for some 

visitor segments. As such, the sealing of routes such as the Gibb River Road is 

seen as undesirable. 

Broome has an extensive range of tourist accommodation which includes luxury 

hotels, standard hotels, self contained apartments, bed and breakfasts, backpacker 

hostels and caravan parks. Like most areas in the Kimberley, seasonality is a big 

issue, with supply strains during the peak season (June through September) 

and over supply during the low season (November through March). While most 

stakeholders believe that the level of accommodation in Broome is generally 

sufficient to meet current levels of demand, it is recognised that this situation 

may change with the proposed James Price Point LNG project, 60km north of the 

township. 

Beyond Broome, accommodation is limited and of varying quality. 

“There is great diversity in accommodation available across 

the Kimberley. In Broome there is lots of accommodation, in 

Derby there is none, and in Kununurra and Wyndham there is 

very little.” (Destination stakeholder) 

Stakeholders see accommodation issues as being most acute in Derby 

and Kununurra with both townships offering limited accommodation of a 

lower quality. While stakeholders acknowledge that the development of 

additional accommodation in these towns would be ideal, they also realise 

that the seasonality of the market in the region can also make this additional 

accommodation unviable. As such, increasing the quality of the current 

accommodation stock in these towns is seen as a greater priority. 

12 



While increasing accommodation stock in major towns may be limited by seasonality 

issues, there is the further opportunity to develop niche accommodation stock 

in the region. Of particular focus is the opportunity to develop higher-end nature 

based accommodation such as eco-lodges in national parks, conservation areas and 

on pastoral stations and the opportunity to develop diversified indigenous focused 

accommodation on the Dampier Peninsula north of Broome. 

“Upmarket wilderness lodges would also be an improvement. 

These are particularly needed in the Bungle Bungles – 

there is not much else decent other than El Questro. They 

need to develop more products that are consistent with 

the environment like eco-friendly resorts.” (Destination 

stakeholder) 

Across the region, stakeholders talk of the need to improve caravan park capacity 

given the large self-drive market to the area. With vast distances between major 

centres in the area, if one centre is at capacity then it becomes more likely that 

visitors will park their vans on the side of the road in natural areas, creating greater 

environmental impact. 

“There needs to be a greater capacity for caravans in Broome 

and Kununurra. During early mornings there are caravans 

queued up along the roads waiting for a bay.” (Destination 

stakeholder) 

Independent of caravan park capacity at major centres, there is a trend 

towards increased numbers of caravans setting up in roadside areas away from 

designated sites. 

In addition to increasing caravan park capacity in the major towns (such as 

Kununurra), there is also the opportunity to investigate the possibility of 

establishing transient caravan parks along the Great Northern Highway to 

help reduce the instances of illegal camping in the area. A better management 

of camping along the Gibb River Road is also seen as a priority for the region. 



13

Attractions and activities 

Attractions and activities in the Kimberley region mainly focus around the unique, 

rugged and remote landscapes. There are several national parks in the region, 

many of which contain spectacular gorges, occasionally raging rivers, pockets of 

tropical rainforests, waterfalls and tranquil waterholes. Popular natural attractions 

in the region include Windjana Gorge, Tunnel Creek, Geikie Gorge, King Leopold 

Ranges Conservation Park, Mitchell Falls and the Bungle Bungle Ranges in 

Purnululu National Park. As most of these attractions are significant distances 

apart, they are mostly visited by self drive visitors using the Gibb River Road or 

Great Northern Highway to explore the region. 

There are also a number of attractions around the region’s towns. In Broome, the 

multicultural history of the pearling industry comes to the fore with pearl farms, 

tours, Chinatown, and Sun Pictures (the world’s oldest operating picture gardens) 

being key attractions. The coastline and camel rides around Cable Beach are also 

seen key drawcards to the region. Other townships also have popular attractions 

including the Boab Prison Tree near Derby, Lake Argyle near Kununurra and the 

Wyndham Crocodile Farm in Wyndham. 

The Kimberley is also home to a burgeoning cruising industry and has numerous 

tour operators (such as airlines and jet boats) which provide visitors with the 

opportunity to explore isolated and remote parts of the region. 

The indigenous tourism offering in the Kimberley is also a key strength 

of the region. Around the West Kimberley (Broome/Dampier Peninsula), there 

is an extensive range of indigenous attractions and activities. While some of 

this product is up to an international standard (i.e. export ready), much of the 

product is yet to meet the standard required, and as a result can only be classified 

as market ready. In bid to raise the standard of these establishments, there is a 

need to build capacity in existing market ready establishments to better cater for 

the high number of international visitors (particularly international visitors from 

Central Europe) to the region. In addition, there is also the need to facilitate the 

development of additional indigenous product in the less developed central and 

eastern parts of the Kimberley. For more information regarding the definitions of 

market and export ready product, please refer to ‘Listening Looking Learning – 

An Aboriginal Tourism Strategy for Western Australia 2006-2010’. 

“There needs to be development of the cultural tourism 

assets, in conjunction with traditional land owners.” 


The further development of water based activities and amenities around Lake 

Kununurra and Lake Argyle is also seen as a priority in the East Kimberley. 

14 



Amenities 

While amenities for visitors in the Broome area are seen to be reasonably well 

catered for, there are areas for improvement. Of primary focus is the need to 

improve and develop tourism precincts in and around Broome. The upgrade of the 

Cable Beach foreshore and further improvement of the old Broome area are seen 

as priorities for improving visitor recreational facilities and stimulating investment in 

tourism related amenities such as high-quality food and beverage establishments. 

There is also a need for improved marina facilities in Broome to encourage 

coastal tourism opportunities. Stakeholders feel that marina facilities in Broome 

are not currently at the standard required, with some calling the current facilities 

dangerous and unsafe. Given that the coastline is one of Broome’s major 

attractions, it is felt that an improvement in marina facilities would both assist 

existing operators and improve visitor experiences. 

“A safe boat harbour is required for the charter boat industry. 

There are also a lot of yachts passing up or down the coast but 

there isn’t a safe place to anchor in Broome. The lack of maritime 

infrastructure is a huge problem as people have to climb a ladder 

to the jetty or paddle a dinghy in or out to charter boats.” 


The lack of convention centre facilities in the township is also seen as a 

significant gap, particularly as the corporate market continues to grow. 

The development of a designated ‘central meeting point’ for tour operators in the 

township, and the development of a man made beach that allows for year-round 

swimming are also seen as possible priorities for Broome. 

“They also require a central bus depot somewhere in town 

that is undercover. There is no central meeting point for tour 

operators and as a result the visitor centre car park is being 

used by the public, Greyhound and some tour operators. This 

is not an ideal situation – they need a designated, shaded area 

that is suitable for buses as well.” (Destination stakeholder) 

While amenities in other townships in the Kimberley region are less than those in 

Broome, most townships are still seen to cater for basic visitor needs. That said, the 

redevelopment of Kununurra’s town centre and the upgrade of port facilities 

at Wyndham to better cater for cruise ships are seen as priorities for the region. 

Outside of the key townships in the region, there is seen to be a significant lack 

of amenities, however this gap is seen by many stakeholders to in many ways 

enhance the rugged and remote feel of the region. Despite this, there are some 

specific areas for improvement including the need for additional toilet and 

rubbish collection points along the Gibb River Road and the need for black 

dump facilities throughout the region (but specifically in major towns). 

“There is no convention centre so Broome can’t cater for 

corporate travel. This is a very lucrative market that is being 

missed out on.” (Destination stakeholder) 



15

Priorities for the Kimberley Sub-Region 

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s North 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) Establish the Kimberley as a key aviation gateway 

Due to its close proximity to South East Asia and established tourism offering, there is significant potential for Broome to become a key international aviation gateway into 

Western Australia. International air services into Broome would open new markets to the region and further establish Broome as a key destination within the state. Given 

the increase in visitation that additional aviation services (both international and interstate) would inevitably bring, some concern exists regarding the capacity of Broome 

airport to manage additional flights. As such, the long term relocation of Broome airport to a site outside the township is seen as a priority. Upgrades of the Kununurra 

airport and remote airstrips on the Dampier Peninsula and at Mitchell Falls are also seen as important for encouraging aviation services and investment in the region. 

Key projects include: 

Priority Project Key agencies Timeframe 

Very High 

Securing international air services from South East Asia into Broome 

Broome International Airport, 


1-5 years 

Very High 

Relocation of Broome Airport approximately 15km from Broome to allow for township 

growth and expansion 

Broome International Airport, 

Department of Planning, 

Department of Transport 

10+ years 

High 

Upgrading of Kununurra Airport 

Shire of Wyndham East Kimberley, 


1-5 years 

High Securing additional air services from Brisbane to Broome Broome International Airport, 1-5 years 

High 

Securing of additional air services from Alice Springs and Perth into Kununurra 

Shire of Wyndham East Kimberley, 


1-5 years 

Medium Upgrading of Dampier Peninsula and Mitchell Falls airstrips Department of Transport 5-10 years 

16 



2) Facilitate the development of accommodation in national and conservation parks and on pastoral stations 

Due to its unique rugged and remote experiences, it is believed that the Kimberley region has significant potential for the development of low impact, premium eco-style 

accommodation in national and conservation parks and on pastoral stations. In addressing this opportunity, work is being done with the Department of Environment and 

Conservation and local indigenous groups to identify appropriate sites for this form of accommodation. Locations of interest include the Purnululu, Windjana Gorge and 

Mitchell River National Parks and the King Leopold and Miriuwung Gajerrong conservation areas. In addition, work is being done to help secure long term tenure and third 

party investment on pastoral leases to allow for accommodation development. 



Very High 

The preparation of an investor ready site for tourism accommodation development in 

Purnululu National Park 

Department of Environment 

and Conservation 

1-5 years 

High 

The investigation and development of (if feasible) an investor ready site for tourism 

accommodation development in Miriuwung Gajerrong conservation areas 

Miriuwung Gajerrong Corporation, 



1-5 years 

High 


accommodation development in Windjana Gorge National Park 



1-5 years 

Medium 


accommodation development in King Leopold Range Conservation Park 



1-5 years 

Medium 


accommodation development in Mitchell River National Park 



1-5 years 



17

3) Preserve and maintain the Gibb River Road 

Research conducted by Tourism WA has highlighted that some key touring routes such as the Gibb River Road would lose their “frontier” feel if sealed. 5 Sealing of these 

roads (along with major upgrades) could also lead to an increase in traffic (particularly two wheel drive traffic) which may have environmental impact and require a 

significant investment in other infrastructure. As a result, stakeholders support the maintenance (but not sealing or major upgrade) of ‘the Gibb’. 


High 

Preserve and maintain the Gibb River Road as an off-road, unsealed wilderness frontier 

tourism drive adventure 

Main Roads, Shire of Derby-West 

Kimberley, Halls Creek and Wyndham 

East Kimberley 

Ongoing 

4) Increase caravan park capacity across the Kimberley region 

The lack of caravan park capacity in the region is partly to blame for an increase in illegal roadside camping throughout the whole Kimberley area. In addressing this issue, 

work is being done to secure the release of a caravan specific development site at Cable Beach. An investigation of alternative accommodation options such as transient 

caravan parks along the Great Northern Highway is also seen as a way of increasing capacity and reducing the instances of illegal roadside camping in the region. 



High Determine the potential for the release of a caravan specific Landbank site in Kununurra Shire of Wyndham East Kimberley 1-5 years 

High 

Investigate opportunities for the development of seasonal nature based caravan parks 

near Broome and Kununurra 

Shire of Broome and 

Wyndham East Kimberley 

1-5 years 

High Secure the release of a specific caravan park lease in the Cable Beach area Landcorp, Shire of Broome 1-5 years 

High Facilitate the development of additional high end accommodation in the Broome township Shire of Broome 1-5 years 

High 

Investigate the opportunity for the development of accommodation that caters for 

short term visits of three days or less along the Great Northern Highway 

Shires of Broome, Derby-West Kimberley, 

Halls Creek and Wyndham East Kimberley 

1-5 years 

18 



5) Improve the reliability and safety of access to key natural attractions accessible via the Great Northern Highway 

Many of the roads providing access to key natural attractions such as national parks, gorges, waterfalls via the Great Northern Highway are of low quality and prone to be 

inaccessible during the wet season. This can cause disappointment for visitors who plan to visit these attractions but are unable to. Improving reliability and safety of these 

roads will provide more reliable access to attractions during non peak times, potentially increasing the length of the season in the region. 



High 

Upgrading of Fairfield-Leopold Road from the Gibb River to the Great Northern 

Highwayto an all weather gravel standard to allow for reliable access to the Windjana 

Gorge andTunnel Creek National Parks 

Shire of Derby-West Kimberley 

1-5 years 

High 

Sealing Broome – Cape Leveque Road to provide all weather access to sites on the 

Dampier Peninsula 

Shire of Broome, Main Roads 

1-5 years 

Medium Widening Geikie Gorge Road Shire of Derby-West Kimberley 1-5 years 

Medium 

Upgrading Tanami Road from Halls Creek to the Northern Territory border to an all 

weather gravel standard to provide a reliable alternate entry point into WA 

Shire of Halls Creek, Main Roads, 

Northern Territory Government 

1-10 years 

Medium 

Upgrading Carranja Road (Wolfe Creek Crater Road) to a formed road to improve 

access to Wolfe Creek Meteorite Crater 

Shire of Halls Creek 

5-10 years 

Medium 

Upgrading Gibb River - Kalumburu Road and roads to Mitchell River National Park to 

the same standard as Gibb River Road 

Shire of Wyndham-East Kimberley 

5-10 years 



19

6) Facilitate the development of indigenous product and interpretation in the region 

While the West Kimberley (Broome/Dampier Peninsula) has an extensive range of indigenous tourism product, there is the need to build capacity in many of these operations 

to lift the quality of the product offering up to an international standard (i.e. export ready). In addition, there is the need to facilitate the development of new indigenous 

product in the more remote central and eastern parts of the region. While there are a range of challenges and difficulties involved in getting indigenous ventures off the 

ground, it is critical to empower and assist communities to develop business skills and products that can be taken to market. It is recommended that key agencies liaise with 

indigenous communities and other relevant associations and bodies to facilitate capacity building and the development of additional indigenous product. 



High 

Facilitate the development of existing indigenous product (particularly in the western 

parts of the Kimberley) up to an international standard (i.e. export ready) 

Small Business Development 

Corporation, Indigenous 

Business Australia 

1-5 years 

High 

Facilitate the development of new indigenous product (particularly in the central and 

eastern parts of the Kimberley) 


Corporation, Indigenous 


1-5 years 

7) Improve and expand visitor amenities along major touring routes 

While the lack of amenities between townships in the Kimberley region is felt by some visitors to enhance the rugged and remote feel of the Kimberley experience, there 

is still a need to improve and expand visitor amenities (such as such as public toilets, barbecues, showers) along major touring routes to help reduce the instances of illegal 

camping in the region. In addition, the provision of additional black dump facilities in major towns in the region is also seen as a priority. 



High 

Develop additional toilet and rubbish collection points along the Gibb River Road 

Shire of Wyndham-East Kimberley, Shire of 

Derby-West Kimberley, Main Roads 

1-5 years 

High 

Ensure the provision of additional black dump facilities in all major towns in the region 

Shires of Broome, Derby-West Kimberley, Halls 

Creek and Wyndham East Kimberley 

1-5 years 

20 



8) Improve boating facilities in the Kimberley region 

A number of stakeholders feel that improved boating facilities are required to create greater marine tourism opportunities in the region. While commercial facilities 

for cruise ships exist in Broome, it is felt that facilities for recreational users are not currently at the standard required. In addition, a lack of adequate port facilities at 

Wyndham and a lack of commercial boat facilities at Lake Kununurra are seen to limit opportunities for commercial cruise ships and tour operators in the region. 



High Develop a marina and safe boat harbour for mooring in Broome Department of Planning, Shire of Broome 1-5 years 

High Improve recreational boat launching facilities within the Shire of Broome Department of Transport, Shire of Broome 1-5 years 

High 

Upgrade port facilities at Wyndham 

Department of Planning, Shire of Wyndham- 

East Kimberley 

1-5 years 

Medium Develop a commercial boat facility on Lake Kununurra Shire of Wyndham-East Kimberley 1-5 years 



21

9) Facilitate the development of convention/conference facilities in the region 

A lack of suitable business conference and convention facilities in the Kimberley region is believed to be a barrier to increasing visitation from the business travel sector. 

In consideration of the continued development of the resources sector in the region, it is recommended that the Shire of Broome liaise with key operators to assess the 

viability and potential location of conference and convention facilities in the region. 


Medium Facilitate the development of convention/conference facilities in the region Shire of Broome 1-5 years 

10) Ensure tourism related development is incorporated in the rejuvenation of precincts and townships 

The rejuvenation of precincts and townships provides the opportunity to facilitate the development of tourism related amenities such as visitor servicing, walk and cycle 

trails and cafes and restaurants. With the planned rejuvenation of Cable Beach, old Broome and the Kununurra township, it is recommended that local governments 

work with local operators to ensure tourism related needs are addressed. As highlighted by stakeholders, all planned development must be in harmony with, rather than 

destroying the multicultural heritage of these towns. 



Medium 

Ensure tourism related development is incorporated in the rejuvenation of Cable Beach 

and old Broome 

Shire of Broome 

1-5 years 

Medium 

Ensure tourism related development is incorporated in the rejuvenation of the Kununurra 

township 

Shire of Wyndham-East Kimberley 

1-5 years 

22 



11) Seal key coastal access roads around Broome 

Anticipated growth in the local population and inbound tourism numbers will continue to put pressure on supporting infrastructure in and around the Broome township. 

A sealing of key coastal roads around the Broome township will improve access for two wheel drive vehicles to tourism attractions and ventures around the Broome area. 

This will have the twofold benefit of helping to support local tourism businesses and extending overall length of stay of “fly and drive” visitors in the Broome area. 



Medium Sealing Crab Creek Road east of Broome to improve access to Roebuck Bay Shire of Broome 1-5 years 

Medium 

Sealing Kavite Road in Broome to improve access to the Gantheaume Point/Reddell 

Beach area 


1-5 years 

Medium Sealing Manari Road north of Broome to improve coastal access Shire of Broome 1-5 years 

Medium 

Sealing Willie Creek Road north of Broome to improve access to this coastal tourism 

destination 


1-5 years 



23

Pilbara Sub-Region 

Includes the Shires of Ashburton, East Pilbara, Roebourne and the Town of Port Hedland 

Population: Approximately 46,900 4 

Annual Average Holiday/Leisure 

Visitors 2001-2008: 4 

DERBY 

112,500 overnight visitors 

576,700 nights 

Average Length of stay = 5.1 nights 

BROOME 

FITZROY CROSSING 

HALLS CREEK 

PORT HEDLAND 

DAMPIER 

KARRATHA 

SHIRE OF ROEBOURNE 

TOWN 

OF PORT 

HEDLAND 

SHIRE OF EAST PILBARA 

ONSLOW 

Millstream-Chichester 

National Park 

SHIRE OF ASHBURTON 

TOM PRICE 

Karijini 

National Park 

NEWMAN 

Rudall River 

National Park 

MEEKATHARRA 

The Pilbara 0 

40 80 

Km 

24 



Strengths and Unique Selling Points: 

The Pilbara region includes the towns of Dampier, Karratha, Newman, Onslow, 

Port Hedland and Tom Price. Central to the Pilbara’s tourism offering are the 

wide expanses of rugged, ancient and untouched natural landscapes. Both 

stakeholders and visitors alike see the region as offering the chance to escape from 

the daily grind to an area of untouched natural beauty. 

“You get a sense of isolation and a wilderness experience in 

the area. It’s a place for adventure tourism and for tourists 

with a special interest in nature.” (Destination stakeholder) 

“(The region) has pristine nature and is unexplored. Many of 

its attractions aren’t well publicised.” 


Key nature-based attractions within the region include the picturesque Karijini 

National Park and Millstream Chichester National Park, which offer visitors 

the chance to explore rugged gorges, secluded waterfalls and isolated rivers and 

billabongs. These parks also contain strong indigenous culture and heritage 

and are considered to be unique sites within the state. The Indigenous art of the 

Burrup Peninsula is also considered to be a key tourism strength. All of these sites 

make up part of the Warlu Way, a self drive route linking Exmouth with Broome 

via key sites in the Pilbara. 

Coastal attractions in the region include the Dampier Archipelago and the 

Montebello and Mackerel Islands which offer visitors world-class boating, 

fishing, diving and snorkeling opportunities. 

“The islands (of the Dampier Archipelago) themselves are 

actually gorgeous, beautiful. They’re not your palm island 

sort of thing but they’re lovely.” (Regular Australia’s North 

West visitor) 

Despite its many tourist attractions, the Pilbara region is most recognised for its 

extensive industrial infrastructure as a result of the significant mining presence 

in the region. 



25

Current Performance: 

The Pilbara region is believed by both stakeholders and visitors to be an area with significant potential, however its ability to grow is largely constrained by both the severe 

lack of accommodation in the region and the relative difficulty of accessing the area. As a result, it is felt that the Pilbara region is still in the early stages of development. 

Current Lifestyle and Performance of the Pilbara sub-region 

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities 

Pilbara Development Medium Low Medium Low 

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 Roebourne 31,000 14,000 5,500 50,500 

Shire of Ashburton 20,100 13,100 13,900 47,100 

Town of Port Hedland 17,100 14,500 12,500 44,100 

Shire of East Pilbara 14,800 4,100 3,800 22,700 

26 



Access 

The speed of access between Perth and the Pilbara region is believed to be 

somewhat prohibitive for tourism purposes with the distance from Perth to Karijini 

National Park being approximately 1,400km. Because of these vast distances, many 

visitors consider the region to be part of a multi-destinational self drive itinerary. 

In terms of air services, the Pilbara is the best served regional area in Western 

Australia, with direct flights from Perth to Newman, Paraburdoo, Karratha and 

Port Hedland, flights from Brisbane to Karratha and flights from Port Hedland 

to Denpasar (Bali). While the quantity of air services to the region is considered 

excellent, few holiday/leisure visitors use these services as they primarily service the 

mining industry in the area. 

In order to better service the needs of the tourism industry in the region, it has 

been suggested that an airport is needed at Tom Price to provide easier 

access to the Karijini National Park. While a possible airport at Tom Price would 

be a boon to tourism operators around the Karijini area, the airport would still 

primarily exist to support mining operations in the area, and as such would need 

financial support from these operations to be developed. In addition, any airport 

development at Tom Price would need to be backed up with significant increases 

in accommodation in the area. 

Once in the region, travelling to key towns such as Karratha, Newman and Port 

Hedland, although lengthy, is relatively easy. However, accessing key attractions 

such as the Karijini and Millstream National Parks and other smaller destinations 

within the Pilbara region is seen to be problematic. 

As a result, stakeholders agree that road upgrades are needed across the Pilbara 

region to both create new touring routes and provide more reliable access to 

natural attractions. Of specific focus is the need to complete the new road 

between Karratha and Tom Price. The completion of this planned Karratha - Tom 

Price road (Millstream link) will improve the accessibility for visitors to both Karijini 

and Millstream National Parks. 

“The ability to access Karijini and Millstream National Parks 

from Karratha needs to be improved. This has been enhanced 

by the creation of the Warlu Way, but by no means is the Tom 

Price to Karratha Road then going to be suitable for higher 

levels of traffic. An extension to this project would greatly 

open up the area.” (Destination stakeholder) 

Other priorities identified by stakeholders include the sealing the road from 

Newman to Marble Bar, developing an all weather gravel road to link Mount 

Augustus to the Pilbara and improving access to coastal attractions (such as 

beaches and river mouths). 

“(The road from Newman to Marble Bar) is about 300km that 

is mostly gravel and is a very scenic route but it is impossible to 

get caravans through at the moment. Also there is only one rest 

area with a toilet for 350km. Once sealed, you will see a lot of 

growth of tourism in the area.” (Destination stakeholder) 

While there is recognition that improvements are needed to roads in 

the Pilbara region, there is also recognition that the limited accessibility 

and remoteness of the North West is, to some extent, part of its unique 

appeal as a destination. Stakeholders recognise that the quality of 

some roads in the region are as a result of the natural environment and 

therefore adds to the experience for some visitor segments. Therefore 

the sealing of some roads in Karijini National Park and significantly 

improving tracks such as the Canning Stock Route is seen as undesirable. 

“Some places you don’t want to seal the road in order keep access 

difficult as it’s part of the experience.” (Regional stakeholder) 



27

Accommodation 

It is generally agreed that the most critical issue affecting the Pilbara is the lack of 

tourist accommodation in the region which places a significant constraint on the 

tourism industry’s ability to expand. 

The key driver of this lack of accommodation capacity is the influence of the 

resource sector in the area. Most of the hotel and caravan park accommodation 

available in the Pilbara is largely booked out in advance and for long periods 

of time by mining and construction companies. This leaves a shortage of 

accommodation available for the self-drive market as they pass through the area. 

This is an issue that is affecting all major towns in the Pilbara. 

“Mining and construction also take up all the accommodation 

venues. Caravan parks have been turned into transient camps 

for the industry.” (Destination stakeholder) 

In addition to the overall lack of accommodation, the accommodation that is 

available in the region is perceived to be prohibitively expensive and in need 

of refurbishment. However, high year round occupancies coupled with a lack 

of stock provide little incentive for refurbishment while allowing for operators to 

charge rates accepted by the mining industry, but not by the average holidayleisure 

visitor. 

“In Karratha the existing accommodation is very expensive 

and predominantly fully booked by the resource industry. 

Companies book accommodation for long-term periods 

meaning that tourists would have to book upwards of 

four months in advance to stand a chance of getting a 

reservation.” (Destination stakeholder) 

An additional challenge is finding suitable accommodation for tourism 

and service workers who, along with tourists, are competing for available 

accommodation with the resources sector. As with tourist accommodation, longerterm 

accommodation for workers not employed in the resources sector is difficult 

to find and often prohibitively expensive. 

To relieve some of the pressure on short-stay accommodation in hotels and 

caravan parks, there is a clear need for additional permanent or longer-stay 

accommodation to be developed for resource industry workers. However, 

development delays and restrictions are complicating this process. 

While stakeholders realise that developing additional tourism accommodation in 

the area will be tough as long as there is an undersupply of accommodation for 

the mining industry, there are a number of suggestions to help alleviate tourism 

accommodation shortages in the area. One of the main suggestions is the local 

government sponsored development of accommodation that caters for short 

term visits of three days or less. 

“The shire should build a short-term caravan park in Karratha 

primarily for tourists in peak season and rent it out to industry 

in summer if it isn’t being used by tourists.” (Destination 

stakeholder) 

Further development of low impact eco style accommodation in Millstream 

National Park and on the Burrup Peninsula, and the development and formalisation 

of accommodation at popular coastal and rivermouth sites such as Point 

Samson, Onslow, Cleaverville and Yule River are also seen as ways to alleviate 

accommodation shortages in the region. 

28 



Attractions and activities 

The attractions and activities in the Pilbara region largely revolve around four 

key experiences. Firstly there are the rugged, ancient and untouched natural 

experiences of the Karijini and Millstream Chichester National Parks and the 

Burrup Peninsula. Secondly, activities such as diving, snorkeling, boating and 

fishing are found in places such as the Dampier Archipelago and Montebello 

and Mackerel Islands. Thirdly, there are attractions and activities that are 

based on the mining industry experiences in the area. Finally, there are historical 

experiences that are centred around places such as Old Onslow, Cossack and 

Roebourne. 

Stakeholders agree that attractions in the Pilbara hold the most appeal amongst 

adventure travellers with activities such as fishing, four wheel driving and camping 

core to the tourism offer in the region. However beyond the natural tourism 

experiences, stakeholders feel that there is room to improve the quantity and 

quality of interpretation to improve visitor understanding and experiences in the 

region. In addition to interpretation, stakeholders also feel that there is particular 

need to expand the overall indigenous tourism options available in the Pilbara 

(particularly along the Warlu Way which includes the Millstream, Karijini and 

Burrup areas). 

“In terms of tourism products, people should be able to 

experience the indigenous culture in cultural tours. Hunting 

tours are done on an ad-hoc basis about once a year but 

are extremely popular and very good. Developing more of 

these kinds of tours would be a great asset to the region.” 


While stakeholders see the need for additional tour development, they are 

also realistic that operations are less likely to be viable due to the current 

accommodation situation and the seasonality of visitation to the area. 

“Naturally, the Pilbara is on the tourism map as a destination 

but once people arrive, accommodation is the main issue.” 


Ensuring that the historic township of Cossack is maintained as a tourism 

attraction and exploring further industrial tourism opportunities in mining 

townships are also seen as priorities for the region. 



29

Amenities 

As the major townships are mainly used as service centres by visitors, amenity 

provision is generally seen to be adequate. If the issues surrounding a lack of 

accommodation in these areas are resolved, there will be a need to significantly 

improve visitor amenities in these townships. Of first priority will be the need to 

improve the aesthetics and access to coastal areas in townships such as Port 

Hedland and Dampier. 

In the short term there is a need to improve marine access facilities, particularly 

around the Dampier and Point Samson areas. In Dampier, additional mooring 

facilities for larger boats and safer facilities for tourism operators are seen as a 

priority. A planned marina in the Dampier townsite will satisfy this need and 

provide additional opportunities for other tourism related development and the 

potential attraction of the cruise ship industry. 

“There needs to be decent passenger harbour and loading 

facilities for recreational purposes. Tours can’t operate as 

it is, as it’s too difficult to get people on the boats. At the 

moment, people have to use a very narrow wire walkway 

and then a 12 – 15 metre vertical ladder to access the boats. 

This is impossible for disabled people or the less mobile.” 


In Point Samson, the development of a fishing platform to enable shore based 

fishing activity and passenger berthing facilities is seen as key for improving visitor 

safety and experiences in the township. While this fishing platform has been 

previously considered by the Shire to be unviable, the local tourism industry is very 

keen to have this facility developed. 

It is generally agreed that outside of the major townships, visitor amenities (such 

as public toilets, roadside facilities and visitor servicing) are almost non existent. 

While the remoteness and rugged beauty of the region are seen to be some of 

its greatest strengths, there is still the need for improved visitor amenities in and 

around visitation hotspots such as Karijini and Millstream Chichester National 

Parks. In addition, there is the need to improve facilities around popular 

coastal recreational sites such as Cleaverville, near Roebourne, to avoid the long 

term degradation of these sites and provide opportunities for tourism focused 

development. 

“More basic facilities including rest areas and toilets are 

required.” (Destination stakeholder) 

30 



Priorities for the Pilbara 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 additional accommodation in the Pilbara region 

It is generally agreed that the lack of tourism focused accommodation is the most critical issue affecting the Pilbara region. This accommodation shortage is the result of 

the ever expanding presence of the resource industry in the region. While stakeholders realise that developing additional tourism accommodation will be tough as long as 

there is an undersupply of accommodation for the mining industry, the provision of additional rooms and sites for short term visitors is still seen to be the region’s number 

one priority. An investigation of alternative accommodation options such as transient caravan parks is seen as the way forward in the short term. 



High Secure a site for the development of a quality hotel/motel establishment in Tom Price Department of Planning 1-5 years 

High 

Investigate the opportunity for the development of transient accommodation that caters 

for short term visits of three days or less in the Pilbara region 

Shires of Roebourne, Ashburton 

and Port Hedland 

1-5 years 

High 

Investigate the opportunity for the development and formalisation of affordable 

accommodation at coastal and rivermouth localities within the region such as Onslow, 

Cleaverville, Point Samson and rivermouths 

Shires of Roebourne, Ashburton 

and Port Hedland 

1-5 years 



31

2) Facilitate the development of accommodation in national parks 

In addition to investigating alternative accommodation options, the development of low impact, affordable accommodation in national parks is seen as another way in 

which the accommodation shortage in the region can be tackled. As a result, the development of a site at Millstream Chichester National Park is seen a priority. 


High 

The preparation of an investor ready site for tourism accommodation development in the 

Millstream Chichester National Park 

Department of Environment and 

Conservation, Water Corporation 

1-5 years 

3) Develop new drive routes within the Pilbara region 

The development of new drive routes will encourage longer touring holidays within the region through making key attractions such as national parks (Karijini and 

Millstream Chichester in particular) more accessible. This in turn will facilitate investment in the area and enhance ability to develop and promote the region as a tourism 

destination. 



High 

The completion of a new sealed road linking Karratha to Tom Price via Millstream 

Chichester National Park 

Main Roads 

1-5 years 

Medium 

Development of a new all weather gravel road between Mount Augustus and 

Paraburdoo 

Main Roads, Shires of Upper Gascoyne 

and Ashburton 

5-10 years 

Medium Sealing Marble Bar Road Between Newman and Marble Bar Shire of East Pilbara 10+ years 

32 



4) Establish aviation access within close proximity to Karijini National Park 

The opportunities for development and promotion of Karijini National Park will be greatly enhanced by the construction of an airport within close proximity of the Park 

(preferably in Tom Price). This airport must allow for regular passenger access to the area so as to help facilitate tourism investment in Tom Price and Karijini. 


High 

Establish aviation access within close proximity to Karijini National Park and design an 

airport with facilities to cater for leisure visitors 

Rio Tinto, Department of Planning 

1-5 years 

5) Develop marine facilities at Dampier and Port Samson 

The improvement of marine access facilities, particularly around the Dampier and Point Samson areas, is essential to improve access to marine attractions such as the 

Dampier Archipelago, Mackerel and Montebello islands. More specifically, Dampier is in need of a marina facility to cater for larger boats (including tour operations) while 

Point Samson is in need of a fishing platform to provide passenger berthing facilities. 



High 

Secure the development of the Dampier Marina with associated short stay accommodation 

development 

Department of Planning, Department 

of Transport, Landcorp, Shire of 

Roebourne 

1-5 years 

Medium 

Facilitate the development of a fishing platform at Point Samson 

Shire of Roebourne, 


1-5 years 



33

6) Facilitate the development of indigenous product and interpretation along the Warlu Way 

The further development of indigenous tourism is identified as a potential opportunity for the Pilbara region, particularly along the Warlu Way (which includes the 

Millstream, Karijini and Burrup areas). As such, 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 in the area. 


High 

Facilitate the development of new indigenous product in line with the State Aboriginal 

Tourism Strategy 


corporation, Indigenous 


1-5 years 

7) Improve visitor amenities in the Millstream Chichester National Park 

While the Millstream Chichester National Park is seen as key attraction in the region, current amenities such as public toilets, barbecues, litter collection points and signage are 

lacking. With the possible increase in traffic brought about by the development of a Karratha - Tom Price road, an improvement in facilities in this National Park is seen as a 

priority. 


High 

Improve visitor amenities in the Millstream Chichester National Park 



1-5 years 

34 



8) Improve access to coastal attractions in the region 

The improvement (i.e. sealing and widening) of roads that provide access to coastal attractions will encourage increased length of stay within the region through the 

opening up of the things to see and do along the Pilbara coast. 


Medium Widening of Point Samson – Roebourne Road Shire of Roebourne 1-5 years 

Medium 

Construction of a sealed road to Conzinc Bay on the Burrup Peninsula to provide 

improved access to attractions in the area 

Shire of Roebourne, Department of 

Environment and Conservation 

1-5 years 

Medium Sealing of Cleaverville Road to provide reliable access to this popular recreational facility Shire of Roebourne 5-10 years 

9) Facilitate the development of mining and industrial tourism at key mining towns 

It has been suggested that industrial mining tourism represents a unique but underutilised opportunity for the Pilbara region. As such it is recommended that key agencies 

collaborate with relevant resource companies in the Pilbara area to determine the feasibility of developing mining related attractions and tours. 


Medium Facilitate the development of mining and industrial tourism at key mining towns Resource companies 1-5 years 

10) Ensure Cossack is maintained as a tourism attraction 

While the natural tourism offering in the Pilbara is a key strength, stakeholders agree that there is a need to improve the quantity and quality of interpretation to improve 

visitor understanding and experiences in the region. As part of this, the preservation and further maintenance and development of the historic township of Cossack is seen 

as important. 


Medium Ensure Cossack is maintained as a tourism attraction Shire of Roebourne 1-5 years 



35

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 

Albany Visitors Centre - Ms Michelle Damon 

All Seasons Sanctuary Golf Resort - Ms Nicola Depiazzi 

Aspen Parks - Mr Dean Massie 

Australian Tourism Export Council - Ms Margaret Wilson 

Augusta Margaret River Tourism Association - Ms Francine Errico 

Augusta's Georgiana Molloy Motel - Ms Lyn Ridout 

Aussie Bight Expeditions - Mr Tony Flynn 

Australia’s Coral Coast - Mr David O'Malley 

Australia's Golden Outback - Mr Jac Eerbeek 

Australia's North West - Mr Glen Chidlow 

Australia's South West - Mrs Sascha Papalia 

Avon Tourism - Ms Wendy Williams 

Avon Valley Ballooning - Mr & Ms Sven & Cathy Tetlow 

Batavia Coast Air Charter - Ms Caroline Pettet 

Bell Tower (The Swan Bells) - Mr Paul Grootveld 

Benedictine Community of New Norcia - Ms Carmel Ross 

Bibbulmun Track Foundation - Mr Mike Woods 

Blackwood River Valley Marketing Association - Mrs Barbara Johnson 

Blue Travel - Mr Meng Wong 

Broadwater Marina Resort Geraldton - Ms Maggie Dowsett 

Broome Airport - Mr Nick Belyea 

Broome and the Kimberley Holidays - Mr Bernard Whewell 

Bunbury Visitor Centre / City of Bunbury - Ms Felicity Anderson 

Burswood Entertainment Complex - Mr Andrew Hill 

Capricorn Village Joint Venture - Dr Russel Perry 

Caravan Industry Association Western Australia - Mrs Pat Strahan 

Carnarvon Aboriginal Heritage & Cultural Centre - Ms Justine Lawler 

Carnarvon Visitor Centre - Ms Sharon Williams 

Central Wheatbelt Visitor Centre - Ms Pam Masters 

Cervantes Pinnacles Motel - Mr Phil Purtle 

Chamber of Commerce and Industry - Esperance - Mr Marcus Tromp 

Chamber of Commerce and Industry - Albany - Mr Graham Harvey 

Chamber of Commerce and Industry Western Australian - Ms Sharon Dignard 

Charnaud Property Asset and Fund Management - Mr Ben Charnaud 

City of Albany - Mr Paul Richards 

City of Fremantle - Mr David Duncanson 

City of Geraldton Greenough - Mr Paul Frick 

City of Rockingham - Mr Cadell Buff 

City of South Perth - Mr Cliff Frewing 

City of Stirling - Mr Stuart Jardine 

City of Swan - Ms Peta McAuliffe 

36 



City of Wanneroo - Mr John Royle 

City Stay Apartments - Mr Geoff Davis 

Conservation Commission of WA - Dr John Bailey 

Conservation Council - Mr Piers Verstegen 

Denham Seaside Tourist Village - Mr Ray Diggins 

Denmark Visitor Centre - Mr Ian Osborne 

Department of Planning - Ms Shelley Grice 

Department of Planning - Mr Phil D'Costa 

Department of Planning - Mr Neil Foley 

Department of Planning - Mr Michael Schramm 

Department of Planning - Mr Peter Westgate 

Department of Planning - Mr Scott Haine 

Department of Planning - Albany - Ms Georgina Folvig 

Department of Planning - Gascoyne - Mr Aidan Tansey 

Department of Planning - Mid West - Mr Jerom Hurley 

Department of Culture and the Arts - Ms Jacqui Allen 

Department of Environment and Conservation - Mr Stefan deHaan 

Department of Environment and Conservation - Mr Ian Kealley 

Department of Environment and Conservation - Mr Daryl Moncrieff 

Department of Environment and Conservation - Mr Peter Sharp 

Department of Environment and Conservation - Mr Cliff Winfield 

Department of Environment and Conservation – Albany - Mr Bruce Bone 

Department of Environment and Conservation – Broome - Mr Alan Byrne 

Department of Environment and Conservation – Exmouth - Mr Roland Mau 

Department of Environment and Conservation – Geraldton - Mr David Rose 

Department of Environment and Conservation – Mid West - Ms Sue Hancock 

Department of Environment and Conservation – Shark Bay - Mr Brett Fitzgerald 

Department of Environment and Conservation - South West Region - Mr Peter 

Henderson 

Department of Environment and Conservation – Warren Region - Mr Tim Foley 

Department of Indigenous Affairs - Mr John Styants 

Department of Local Government - Mr Brett Sabien 

Department of Sport and Recreation - Mr Graham Brimage 

Department of State Development - European Office - Ms Kerry Sanderson 

Department of State Development- Mumbai Office - Mr Simon Johnson 

Department of Water - Mr John Ruprecht 

Derby Visitor Centre - Ms Jenny Kloss 

Desert Knowledge/Wooleen Station - Mr Brett Pollock 

Discover West - Mr Nathan Harding 

Dolphin Discovery Centre - Ms Jodie Mott 

Dryandra Country Visitor Centre - Ms Thelma Perfect 

Dunsborough Lakes Resort Golf Course - Mr Murray Parsons 

Eastern Metropolitan Regional Council - Ms Sue Campbell 

Easyrider Backpackers Tours - Ms Vanessa Korsky 

Edge Tourism and Marketing - Ms Robyn Fenech 

Esperance Eco-Discovery Tours - Mr Mark Adamson 

Esperance Regional Tourism Association - Mr Brian Tolhurst 

Esplanade Hotel Fremantle - Mr Rodney Coates 



37

Exmouth Visitors Centre - Ms Janis Ferguson 

Experience Perth - Ms Noeleen Pearson 

FACET (Forum Advocating Cultural and Eco Tourism) - Dr Ross Dowling 

Faraway Bay The Bush Camp - Ms Robyn Ellison 

Gascoyne Development Commission - Mr Stephen Yule 

Geographe Bay Tourism Association - Mr Matthew Walker 

Geraldton Visitor Centre - Mr Bevan Orchard 

Gingin Coast Tourism - Ms Marion McFadden 

Gloucester Motel - Mr Ian Leaning 

Golden Quest Trail Association/Discovery Trails - Ms Arianne Webb 

Goldfields Esperance Development Commission - Mr Shayne Flanagan 

Goldfields Esperance Development Commission - Mr Robert Hicks 

Goldrush Tours - Mr Guy Brownlee 

Goonine Springs - Ms Marilyn Nicholas 

Great Beyond Visitor Centre - Ms Laurinda Hill 

Great Southern Development Commission - Mr Russell Pritchard 

Heritage Council of WA - Ms Claire Savage 

Heritage Country Tourism Association - Mr Rod Ross 

Hoover House - Mr John Watson 

Hospitality Group - Mr Chris Pye 

Houghton Wine Company - Ms Jan Peterson 

Humfrey Land Developments - Mr Barry Humfrey 

Hyatt Regency Perth - Mr Robert Dawson 

Kalbarri Accommodation Service - Mr & Mrs John & Marilyn Brandenburg 

Kalbarri Reef Villas - Mr Steve McKenzie 

Kalbarri Visitor Centre - Ms Barbara Hughill 

Kalbarri Wilderness Cruises - Mr & Mrs Tim & Julia Woodcock 

Kalgoorlie Visitor Centre - Ms Danielle Robertson 

Karma Chalets - Ms & Mr Beverley & Don Ford 

Karratha Visitor Centre - Ms Elanor Collins 

Karri Valley Resort - Ms Joanna Moore 

Kepa Kurl Eco-Cultural Tours - Ms Gail Reynolds-Adamson 

Kimberley Area Consultative Committee - Mr Chris Mitchell 

Kimberley Development Commission - Mr Kelvin Barr 

Kings Park and Botanic Garden - Mr Mark Webb 

Kingsley Motel - Ms Jeanette Sturis 

Kooljaman at Cape Leveque - Ms Julie Blackburn 

Lancelin Lodge - Mr Trevor Pond 

Landcorp - Mr Ross Holt 

Lesley J Briscoe - Ms Lesley Briscoe 

Little Creatures Brewery Company Pty Ltd - Mr Nic Trimboli 

Local Government Managers Australia - Mr Steve Cole 

Main Roads Western Australia - Mr Brett Belstead 

Main Roads Western Australia - Mr Kevin Smith 

Main Roads Western Australia - Mr Ian Fennell 

Main Roads Western Australia - Mr Peter Sewell 

Mandalay Holiday & Tourist Resort - Mr & Ms Clive & Margaret Johnson 

Mandurah Quay Resort - Ms Tanya Forsyth 

38 



Margaret River Visitor Centre - Ms Tracy Barr 

Mauritz Enterprises - Ms Sheena Collins 

Merribrook Retreat Margaret River - Mr Richard Firth 

Mid West Development Commission - Mr Steve Douglas 

Midland Redevelopment Authority - Mr Kieren Kinsella 

Monkey Mia Yacht Charters - Mr Greg Ridgley 

Mundaring Tourism Association - Ms Christina Norris 

Mundaring Visitor Centre - Ms Bev Beale 

National Trust of Australia (WA) - Ms Anne Brake 

Newman Visitor Centre - Ms Mary White 

Ningaloo Experience - Ms Melissa Zerbe 

Ningaloo Lodge - Mr Kim Tapper 

Ningaloo Sustainable Development Office - Mr David Nunn 

Norseman Visitor Centre - Ms Evelyn Reid 

Northam Tourist Centre - Mr Cory Gale 

Novotel Ningaloo Resort - Mr Darren Cossill 

Oceanside Village - Mr Johan Bakker 

Peel Chamber of Commerce Tourism Subcommittee - Mr John Matthew 

Peel Development Commission - Ms Maree DeLacey 

Pemberton Visitor Centre - Mr Paul Nolan 

Pentland Alpaca Stud & Tourist Farm - Ms Margaret Binks & Debbie Maddams 

Perth Convention Bureau - Ms Christine Mclean 

Pilbara Area Consultative Committee - Ms Collene Longmore 

Pilbara Development Commission - Mr Stephen Webster 

Pilbara Regional Council - Mr Adrian Ellson 

Pinjarra Visitor Centre - Ms Carol Camplin 

Point Samson Resort - Ms Helen MacGregor 

Port Hedland Visitor Centre - Ms Kelly Howlett 

Priory Hotel - Mr Wayne Martin 

Qantas - Mr Adrian Boys 

Qantas Holidays - Ms Kylie Kemp 

Quay West Resort Bunker Bay - Ms Bianca Boultbee 

Quest Margaret River Freycinet Estate - Ms Vanessa Thomson 

Rainbow Jungle - Ms Amber Kelly 

Ravensthorpe Chamber of Commerce - Ms Shelly Hall 

Ravensthorpe Hopetoun Visitors Centre - Ms Jenny Biddulph 

Resolve Global - Mr Colin Ingram 

Rockingham Visitor Centre - Mr Scott Hewitt 

Roe Tourism - Ms Jennie Gmiener 

Roebourne Visitor Centre - Ms Ruth Ellis 

Rottnest Express/Boat Torque Cruises - Ms Jasmine Evatt 

Rottnest Island Authority - Mr Paolo Amaranti 

Rottnest Island Business Community - Ms Pam McMinn 

Royal Automobile Club of WA - Mr Mark Abercromby 

Seashells Hospitality Group - Ms Stephanie Lang 

Seashells Hospitality Group - Mr Mark Phillips 

Shire of Ashburton - Mr Keith Pearson 

Shire of Chittering - Ms Lyndal Danks 



39

Shire of Dandaragan - Mr Clinton Strugnell 

Shire of Denmark - Mr Dale Stewart 

Shire of Derby-West Kimberley - Mr Shane Burge 

Shire of East Pilbara - Mr Allen Cooper 

Shire of Esperance - Mr Mal Osborne 

Shire of Gingin - Ms Anita Jarvis 

Shire of Manjimup - Mr Jeremy Hubble 

Shire of Northampton - Mrs Hayley Williams 

Shire of Roebourne - Mr Allan Moles 

Shire of Shark Bay - Mr Kelvin Matthews 

Shire of Toodyay - Ms Annique Gray 

Shire of Wyndham-East Kimberley - Mr Peter Stubbs 

Skywest Airlines - Mr Mark Shelton 

Slingair Heliwork WA - Ms Sonja Mitchell 

Small Business Development Corporation - Mr Dennis Wade 

Small Business Development Corporation - Mr Norm Skoglund 

Small Business Development Corporation - Mr Steve Moir 

South West Development Commission - Mr Don Punch 

Sunset Coast Tourism Association - Mr Andrew Slomp 

Swan River Trust - Mr Rod Hughes 

Swan Valley Tourism Council - Ms Geraldine Riggir 

The Bayview Geographe Resort - Mr Suleng Tanlee 

The Cove Caravan Park - Mr & Mrs Charlie & Irene VanHerk 

The Vines Resort - Mr Mike Stanton 

Three Islands Marine - Mrs Victoria Casey 

Tom Price Visitor Centre - Ms Anne Ransom 

Tourism & Transport Forum - Mr Evan Hall 

Tourism Consultant - Mr Brian Bowater 

Tourism Council Western Australia - Mr Graham Moss 

Town of Port Hedland - Mr Terry Sargent 

Travel Talk - Mr Craig Sinclair 

Turquoise Coast Enviro Tours - Mr Mike Newton 

Valley of the Giants - Tree Top Walk - Ms Julie Ross 

Vasse Felix - Mr Michael Whyte 

Visitor Centre Association of WA - Ms Yvonne Bradfield 

Voyages El Questro Wilderness Park - Mr David Henry 

Walpole-Nornalup Visitor Centre - Ms Cath Roberts 

Western Australia 2011 Pty Ltd/ISAF - Mr John Longley 

Western Australian Local Government Association - Ms Jodie Holbrook 

Western Australian Maritime Museum - Ms Renae Woodhams 

Westralia Airports Corporation - Mr Brian Krause 

Whale World - Mr Glenn Russell 

Wheatbelt Development Commission - Mr Grant Arthur 

Willie Creek Pearl Farm - Mr Don Bacon 

York Chamber of Commerce - Mr Mark Lloyd 

40 



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 

Bibbulmun Track Foundation 

Central Wheatbelt Visitor Centre Merredin Accredited Visitor Centre 

City of Bunbury 

City of Perth 

City of Swan 

Department of Sport and Recreation 

Eastern Metropolitan Regional Council 

Fremantle Prison 

Gingin Observatory 

Guilderton Community Association 

Marble Bar Telecentre & Business Link 

National Trust of Australia (WA) 

Physical Activity Taskforce Secretariat 

Rainbow Jungle Kalbarri Sculpture Exhibition 2010 

Roe Tourism 

Shire of Busselton 

Shire of Dowerin 

Shire of Kalamunda 

Shire of Merredin 

Shire of Mundaring 

Town of Cambridge 

Western Australian Chamber of Commerce and Industry 

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 

Augusta Margaret River Tourism Association 

Australia's North West 

Broome and the Kimberley Holidays 

Cape Mountain Bikers 

Central Wheatbelt Visitor Centre 

City of Bunbury 

City of Fremantle 

City of Geraldton-Greenough 

City of Joondalup 

City of Kalgoorlie-Boulder 

City of Mandurah 

City of Perth 

City of Stirling 



41

City of Swan 

City of Wanneroo 

Denmark Tourism Incorporated 

Department of Environment and Conservation 

Department of Environment and Conservation - Esperance 

Department of Sport and Recreation 

Derby Visitor Centre 

Dolphin Discovery Centre 

Eastern Metropolitan Regional Council 

Esperance Chamber of Commerce and Industry 

Esperance Region Tourism Association 

Gascoyne Development Commission 

Geographe Bay Tourism Association 

Gingin Coast Tourism Association 

Golden Quest Trail Association 

Goldfields-Esperance Development Commission 

Great Southern Development Commission 

Guilderton Community Association 

Heritage Country Tourism Association 

Hidden Treasures of the Great Southern 

Kalgoorlie Visitor Centre 

Karma Chalets 

Main Roads WA 

Mandurah Quay Resort 

Margaret River Wine Industry Association 

Mid West Development Commission 

National Trust of Australia (WA) 

Peel Development Commission 

Quest Margaret River Freycinet Estate 

Recherche Advisory Group 

Rottnest Island Authority 

Shire of Dalwallinu 

Shire of Kalamunda 

Shire of Leonora 

Shire of Menzies 

Shire of Mundaring 

Shire of Nannup 

Shire of Northampton 

Shire of Perenjori 

Small Business Centre 

Small Business Centre - Goldfields 

South West Mountain Bike Club 

Tourism & Transport Forum 

Tourism Council of WA 

Town of Cambridge 

Western Australian Chamber of Commerce and Industry 

Westralia Airports Corporation 

Wheatbelt Development Commission 

42 



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. 



43

The development stage reflects a well defined tourism market area shapes by 

heavy advertising in target catchment areas. Local involvement and development 

typically starts to decline, superseded by larger and more up-to-date facilities 

provided by external organisations and chains (particularly accommodation). 

Natural and cultural attractions are developed and potentially supported 

by complementary man-made facilities. Noticeable changes in the physical 

appearance of the area is likely and it can be expected that not all of these 

changes will be welcomed by local residents. Regional, state and/or national 

involvement in the planning and development of facilities, as well as imported 

labour, will be required to cope with growing demand, as the number of visitors 

exceeds the local population during peak periods. The range and type of visitors 

will also change as broader market awareness increases. 

As the consolidation stage is entered, total visitor numbers continue to increase 

albeit at a slower rate. A major part of the area’s economy is now intrinsically 

linked to tourism, and marketing activities become further-reaching with efforts 

made to extend the tourism season and catchment areas. A number of major 

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 

engender opposition from local residents not involved in the tourism industry. 

Defined recreational districts or hubs in the area may emerge and older tourist 

facilities and amenities may start to be considered less desirable. 

When the peak number of visitors has been reached, the area will reach the 

stagnation stage. Capacity levels for many tourism products and facilities will 

have been either reached or exceeded, leading to potential environmental, social 

and economic problems. By this stage, the area will usually have a well established 

image in the marketplace, but will no longer be fashionable. There will be surplus 

capacity, requiring greater marketing efforts to maintain current visitor levels. As a 

result, there is heavier reliance on repeat visitation and organised mass tourists. 

In the decline stage, the area will not be able to compete with newer and more 

fashionable destinations in the region and will experience a decline in visitor 

numbers. As a result, turnover of tourism developments and operators towards 

non-tourism operations becomes high as the area becomes less attractive 

to tourists and the viability of tourism operations becomes more difficult. 

Opportunities may arise for local residents to take over smaller tourism operations 

due to lower competition as the market declines. However, many tourism 

operations (particularly accommodation) are eventually converted to permanent 

residences (most commonly for retirees). 

Alternatively, it is possible that rejuvenation may occur, although the extent 

to which this can be achieved will usually depend on a complete change in the 

attractions, on which tourism is based, by either a) creating new man-made 

attractions, and/or b) developing previously untapped natural tourism assets. 

44 



Notably, the direction of the curve after the period of stabilisation (and ultimate 

lifecycle of a tourism destination) is open to several possibilities: 

• Successful redevelopment of man-made or natural tourism assets could result 

in renewed growth and expansion (see curve A). 

• Minor modification and adjustment to capacity levels, and continued 

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, nonreplacement 

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). 

Although a consistent evolution of tourism destinations can be placed in a broad 

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, 

the shape of the curve must be expected to vary for different areas, reflecting 

variations in such factors as the rate of development, numbers of visitors, 

accessibility, government policies and numbers of similarly competing areas. 



45

Appendix C – Key Points of Contact 

Tourism WA – Australia’s North West Regional Manager 

10 Frederick Street 

BROOME WA 6725 

(08) 9192 7686 

northwest@westernaustralia.com 

Kimberley Development Commission 

7 Ebony St 

KUNUNURRA WA 6743 

(08) 9168 1044 

info@kdc.gov.au 

Australia’s North West – Regional Tourism Organisation 

10 Frederick Street 

BROOME WA 6725 

(08) 9193 6660 

info@australiasnorthwest.com 

Pilbara Development Commission 

6 Wedge St 

PORT HEDLAND WA 6721 

(08) 9173 8400 

pdc@pdc.wa.gov.au 

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 – Gibb River Road Volume Threshold Study 2006 

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47

TDP Australia's North West - Tourism Western Australia

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