TDP Australia's Golden Outback - Tourism Western Australia

Date of Publication:
MARCH 2010
AUSTRALIA’S GOLDEN OUTBACK
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.
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TABLE OF CONTENTS
Tourism in Western Australia 2
Government’s role in Destination Development 3
Tourism Development Priorities 4
Australia’s Golden Outback 5
Esperance and South Coast Sub-Region 9
Kalgoorlie and Goldfields Sub-Region 21
The Wheatbelt Sub-Region 33
Gascoyne Murchison Sub-Region 41
Appendix A – Consultation List 49
Appendix B – The Tourism Area Lifecycle 56
Appendix C – Key Points of Contact 59

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.
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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.
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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. These documents both help guide government agencies in their planning
and dissemination of grants as well as assisting the private sector in identifying
potential development and investment opportunities.
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 Golden Outback. Tourism WA will monitor the progress of the priorities
listed in this report and may assist in facilitation.
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Australia’s Golden Outback
Australia’s Golden Outback is a vast and
diverse region covering over half (54%) of
Western Australia’s total area. It stretches
from Mount Augustus in the north to
Esperance in the south and borders both
South Australia and the Northern Territory
to the east. According to the Australia’s
Golden Outback Regional Tourism
Organisation, the region is roughly broken
into four key sub-regions; Esperance and
South Coast, Kalgoorlie and Goldfields,
The Wheatbelt and Gascoyne Murchison.
The following map and table highlight the
geographical and shire boundaries of these
regions.
GERALDTON
GASCOYNE
JUNCTION
Australia’s Golden Outback
GASCOYNE
MURCHISON
KALGOORLIE AND
GOLDFIELDS
WONGAN
HILLS
THE WHEATBELT
KALGOORLIE
BOULDER
PERTH
MERREDIN
HYDEN
NORSEMAN
NARROGIN
ESPERANCE AND
SOUTH COAST
ESPERANCE
0 100
Km
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Local Governments in Australia’s Golden Outback
Esperance and South Coast
Shire of Dundas Shire of Esperance Shire of Ravensthorpe
Kalgoorlie and Goldfields
City of Kalgoorlie-Boulder Shire of Coolgardie Shire of Laverton Shire of Leonora
Shire of Menzies
Shire of Ngaanyatjarraku
The Wheatbelt
Shire of Bruce Rock Shire of Corrigin Shire of Cuballing Shire of Cunderdin
Shire of Dalwallinu Shire of Dowerin Shire of Dumbleyung Shire of Kellerberrin
Shire of Kondinin Shire of Koorda Shire of Kulin Shire of Lake Grace
Shire of Merredin Shire of Moora Shire of Morawa Shire of Mount Marshall
Shire of Mukinbudin Shire of Narembeen Shire of Narrogin Shire of Nungarin
Shire of Perenjori Shire of Pingelly Shire of Quairading Shire of Tammin
Shire of Trayning Shire of Wagin Shire of West Arthur Shire of Westonia
Shire of Wickepin Shire of Williams Shire of Wongan-Ballidu Shire of Wyalkatchem
Shire of Yilgarn
Town of Narrogin
Gascoyne Murchison
Shire of Cue Shire of Meekatharra Shire of Mount Magnet Shire of Murchison
Shire of Sandstone Shire of Upper Gascoyne Shire of Wiluna Shire of Yalgoo
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In terms of current overnight visitation by holiday/leisure visitors (excluding business and other purposes of visit), the Shires of Esperance and Kalgoorlie are clearly the most
popular 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 Esperance 55,600 31,600 14,800 102,000
City of Kalgoorlie-Boulder 40,300 30,100 13,900 84,300
Shire of Dundas 15,400 26,600 6,100 48,100
Shire of Kondinin 8,300 7,900 6,600 22,800
Shire of Ravensthorpe 12,500 3,600 1,400 17,500
Shire of Meekatharra 9,900 1,500 1,500 12,900
Shire of Leonora 7,000 2,300 3,200 12,500
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In determining the priorities for tourism product
and infrastructure development in Australia’s
Golden Outback, 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
diagram to the right, 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.
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Esperance and South Coast Sub-Region
Includes the Shires of Dundas,
Esperance and Ravensthorpe
Population: Approximately 18,500 4
Annual Average Holiday/Leisure
Visitors 2001-2008: 3
138,900 overnight visitors
543,000 nights
Average Length of stay = 3.9 nights
KALGOORLIE - BOULDER
EUCLA
Eucla
National Park
SHIRE OF DUNDAS
NORSEMAN
Peak Charles
National Park
SHIRE OF RAVENSTHORPE
Fitzgerald River
National Park
HOPETOUN
Stokes
National Park
SHIRE OF ESPERANCE
ESPERANCE
Cape Le Grand
National Park
Cape Arid
National Park
Esperance and South Coast
0 40 80
Km
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Strengths and Unique Selling Points:
The Esperance and South Coast region includes the towns of Esperance,
Hopetoun, Ravensthorpe and Norseman.
The region is well known for its wide range of natural attractions, including
spectacular coastal scenery, renowned national parks showcasing a large variety
of flora and fauna, and one of the largest untouched temperate woodlands in
Australia (Great Western Woodlands). The town of Esperance is the region’s hub
and is viewed by visitors as a friendly and well serviced town.
“Esperance is the jewel of the Golden Outback region.”
(Regional stakeholder)
Central to the wide range of natural attractions in the region is the pristine,
unspoilt coastline and the range of associated natural experiences. The region is
the official home to “Australia’s whitest beach”, Lucky Bay, located in Cape Le
Grand National Park. Here visitors can go swimming, bushwalking, fishing and
camping and see kangaroos sunbaking on the beach.
Also prominent in the Esperance area is the Recherche Archipelago, or Bay
of Isles as it is known locally. These islands are a popular attraction, offering
beautiful coastal views as well as the chance to view wildlife such as sea eagles,
sea lions and fur seals that breed in the area. Cruises are available throughout the
archipelago, and Woody Island offers camping facilities as well as opportunities for
bushwalking, fishing and swimming.
“I loved Esperance. I could absolutely live down there with
not a worry in the world. Just the peace - it’s all very serene.
I love the Bay of Islands and I just love the whole area - it’s
absolutely beautiful with so many things to see.” (Regular
Australia’s Golden Outback visitor)
Outside of the immediate Esperance area and in addition to Cape Le Grand
National Park, the Fitzgerald River National Park is another park of exceptional
natural beauty. Hopetoun provides the base for exploring this unique area
which has been rated by the United Nations Educational, Scientific and Cultural
Organisation (UNESCO) as one of the top biodiversity locations in the world.
The region is also home to the Eyre Highway on the Nullarbor, which provides the
main southern road access between the east and west coasts of Australia.
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Current Performance:
The Esperance township has been a popular destination for some time and
receives a relatively high number of interstate and international visitors
considering its geographical isolation. As such, it is considered to be in a
stage of consolidation.
Outside the Esperance township, there is a relatively limited mix of lower-end
accommodation, range of activities, and basic tourist amenities, and as such, this
part of the region is seen to be in a period of involvement. However, considering
the region’s natural assets, there are also significant opportunities for growth,
especially around Hopetoun and the Fitzgerald River National Park area.
Current Lifecycle and Performance of Esperance sub-region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Esperance Consolidation Medium Medium Medium Medium
Rest of South Coast Involvement Low 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 Esperance 55,600 31,600 14,800 102,000
Shire of Dundas 15,400 26,600 6,100 48,100
Shire of Ravensthorpe 12,500 3,600 1,400 17,500
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Access
The single biggest challenge for the Esperance and South Coast region is
the geographic remoteness of the location. Road access is the main form
of transport for visitors, with the travel time to Esperance from Perth being
approximately eight hours (721km). While this remoteness and isolation can
be seen as an advantage to some, the majority of stakeholders feel that it is a
competitive disadvantage relative to other comparable destinations, primarily in
the Australia’s South West region. However, at the same time, it must also be
acknowledged that the Esperance and the South Coast region has a competitive
geographic advantage in attracting interstate self-drive travellers crossing the
Nullarbor.
“Esperance has got lots and lots going for it - it’s got the
pristine coastline and the national parks down that way and
the only trouble is it’s so far from Perth.” (Regular Australia’s
Golden Outback visitor)
While the frequency of air access to Esperance from Perth is sufficient, it is
seen to be cost prohibitive for the majority of leisure travellers. At the time of
writing, Skywest flew direct from Perth to Esperance up to three times per day,
however stakeholders felt that the current cost of fares did not represent good
value for money, relative to alternative intrastate, interstate and even short haul
international holiday destinations.
Although road access around the region is seen to be quite good, there are some
areas that have been identified for improvement. Of most significance is the need
to improve roads into and around the Fitzgerald River National Park. The
improvement of these roads will help open up this significant natural asset to a
larger market, leading to significant benefits for the communities of Hopetoun and
Ravensthorpe. In addition, there is also a need for a sealed shortcut from the Eyre
Highway at Balladonia to the coast to reduce travelling times to Esperance, a need
for a sealed shortcut from Lake Grace to Esperance on Cascades Road and a need
to improve the quality of roads on the Great Ocean Drive, a popular touring route
to the west of Esperance.
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Accommodation
There is a range of accommodation in the Esperance township, including
many motels, caravan parks and self contained apartments. While much of this
existing accommodation is seen to be comfortable and clean, there are some
accommodation options in the town which require modernisation.
In addition to the need to upgrade some establishments, there are some
stakeholders who feel that there is a need for additional accommodation in
the Esperance township that caters for the higher end of the market. This need
for additional accommodation at the higher end is seen as a requirement for the
business market (inclusive of the need for conference facilities in the region) and
those coming down from Kalgoorlie and the Goldfields for short breaks.
“The lack of supply of accommodation in Esperance limits the
potential to attract new visitors.” (Destination stakeholder)
Developments such as that planned at Bandy Creek to the west of the township
are seen to provide some opportunity to develop this higher end accommodation.
However, the lack of available land within the township itself is to be a significant
issue. As a result, it is seen as essential that the Shire of Esperance develop a Local
Tourism Planning Strategy that allows for the rezoning of land in the Esperance
townsite for tourism accommodation.
There is also seen to be 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 areas such
as Cape Le Grand and Fitzgerald River National Parks.
Outside the Esperance township, accommodation options are limited. Along the
Nullarbor, establishments are mostly low end motels at roadhouses along the Eyre
Highway. In Hopetoun and Ravensthorpe, accommodation is restricted to few
motels and some caravan parks. However, with improvements to access in and
around the Fitzgerald River National Park, there are seen to be opportunities to
develop additional accommodation in the Hopetoun area (if demand permits).
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Attractions and activities
Attractions and activities in the Esperance and South Coast region mainly focus
around the region’s idyllic and remote coastline. There are several national parks
in the region which provide opportunities for activities such as whale watching,
bird watching, fishing, boating and four wheel drive travel. In addition to its
significant natural assets, the region also contains some aboriginal history and
built attractions including a range of historical buildings and museums. Despite
these attractions, it is felt that once travellers experience the region’s coastline and
national parks, there are limited attractions and activities to sustain interest for
extended periods of time.
The development of a more diverse range of tours is seen as important by the
majority of stakeholders. Whilst the existing tours in the region are not believed to
be lacking in quality, stakeholders consider it vital that the region provides more
variety by not only concentrating on the well known wildlife sights but to also
taking travellers “off the beaten track” through more adventure type tours and
activities, such as fishing, walking, four wheel driving and camping. Despite this
need, it is recognised that all tours must comply with environmental regulations to
ensure that the spread of dieback is reduced in the region.
As a result, it is seen as important that there is an improvement in
interpretation around key sites of interest in the region. This improvement in
interpretation is seen a way of encouraging visitors to spend longer at attractions,
potentially extending visitors overall length of stay in the region.
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Amenities
While the Shires of Esperance and Dundas have made some positive inroads into
improving the aesthetics and tourism amenities in the towns of Esperance and
Norseman, a range of improvements to other basic tourist amenities and services
in both Esperance and towns outside Esperance (i.e. Ravensthorpe and Hopetoun)
is seen as important.
“The Shire is very good at upgrading the town. They are
currently in the process of upgrading the main street,
restoring shop verandas and improving trails.”
(Destination stakeholder)
“Facilities need to be improved and maintained including
signage, toilets and barbecues.” (Destination stakeholder)
There is a need to improve directional and interpretive signage in the
region to enhance the dispersal of visitors to key attractions. In addressing this
need, Tourism WA, in collaboration with other government departments, has
conducted signage audits in both the Shires of Esperance and Ravensthorpe.
The implementation of the recommendations from these audits, along with
improvements to signage in other areas of the region is seen as a priority.
Of primary importance is the need to encourage investment in tourism related
amenities such restaurants, cafes and entertainment options through the
development of the Esperance and Hopetoun foreshores. The development
of these foreshore precincts is seen as providing a focal point for tourism in these
towns and also facilitating improvements to other basic visitor amenities such as
parking, information bays and trails. Improving amenities such as shelters and
toilets at Twilight Beach, west of Esperance, is also seen as important to help
establish this area as an important tourism and recreation hub for the region.
“Tourist information should be improved and there should be
better signage and publicity of tourist related activities, sights
and routes.” (Destination stakeholder)
In addition, there is seen to be a need for roadhouses along the Nullarbor to
improve amenities for visitors travelling on the Eyre Highway, while the possible
development of a trail linking Bremer Bay and Hopetoun through the
Fitzgerald River National Park is also seen as an opportunity for the region.
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Priorities for the Esperance and South Coast Sub-Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s Golden Outback 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 eco accommodation in national parks
With a sense of remoteness, excellent amenities and well established walk trails, both Cape Le Grand and Fitzgerald River National Parks provide an excellent location for
the development of eco tourism accommodation. As a result, it is recommended that key stakeholders work with the Department of Environment and Conservation to
assess the viability of developing suitable accommodation in these areas, and help identify appropriate sites and potential developers.
Key projects include:
Priority Project Key agencies Timeframe
High
Develop an investor ready site for eco tourism accommodation development in Cape Le
Grand National Park
Department of Environment and
Conservation
1-5 years
High
Investigate the opportunity for an eco tourism accommodation development in Fitzgerald
River National Park
Department of Environment and
Conservation
1-5 years
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2) Ensure tourism related needs are incorporated into planned foreshore developments
While there have been some improvements to visitor amenities in the region there are still areas for improvement. Of primary importance is the need to encourage
investment in tourism related amenities such restaurants, cafes and entertainment options through the development of the Esperance and Hopetoun foreshores. The
development of these foreshore precincts is seen as providing a focal point for tourism in these towns and also facilitating improvements to other basic visitor amenities
such as parking, information bays and trails. There is also a need to improve amenities such as shelters and toilets at Twilight Beach west of Esperance to help establish this
area as an important tourism and recreation hub in the region.
Key projects include:
Priority Project Key agencies Timeframe
High
Ensure tourism related needs are incorporated into the planned foreshore development
in Esperance
Shire of Esperance, Department of
Planning, Esperance Port Authority
1-10 years
Medium Facilitate the development of a tourism hub at Twilight beach west of Esperance Shire of Esperance 1-5 years
Medium
Ensure tourism related needs are incorporated into foreshore development in
Hopetoun
Shire of Ravensthorpe, Department of
Planning
5-10 years
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3) Improve access to and amenities within Fitzgerald River National Park
The Fitzgerald River National Park is an area with many natural assets including wildflowers, beaches, seasonal whale watching and fishing. Improving access to and
amenities within this national park will allow a wider range of visitors to experience the area as well as having a positive flow on effect to the local communities of
Hopetoun and Ravensthorpe.
Key projects include:
Priority Project Key agencies Timeframe
High
Development of a walk trail linking Hopetoun to Bremer Bay
Department of Environment and
Conservation
1-5 years
High
Sealing Hamersley Drive from Hopetoun through to Hamersley Inlet
Department of Environment and
Conservation, Main Roads, Shire of
Ravensthorpe
1-5 years
High
Improving visitor amenities and facilities at Hamersley Inlet and surrounds to meet the
needs of increased visitor numbers due to improved road access
Department of Environment and
Conservation
1-5 years
High
Sealing the route between Bremer Bay Road and Point Ann in Fitzgerald River National
(roads include Swamp Road, Murray Road, Devils Creek Road, Collets Road and Point
Ann Road)
Department of Environment and
Conservation, Shire of Jerramungup,
Main Roads
1-5 years
Medium
Sealing Hamersley Drive and West River Road from the South Coast Highway through
to Hamersley Inlet
Department of Environment and
Conservation, Main Roads, Shire of
Ravensthorpe
10+ years
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4) Facilitate the development of additional high end accommodation
While there are a range of accommodation options in the Esperance townsite, there is opportunity to develop higher end accommodation that caters for the business
market (inclusive of the need for conference facilities in the region) and those coming down from Kalgoorlie and the Goldfields for short breaks. With improvements to
access in and around the Fitzgerald River National Park, there are opportunities to develop additional accommodation in the Hopetoun area (if demand permits).
Key projects include:
Priority Project Key agencies Timeframe
Medium Facilitate the development of additional high end accommodation in Esperance Shire of Esperance 1-5 years
Medium
Facilitate the development of additional accommodation around the Hopetoun and
Ravensthorpe area
Shire of Ravensthorpe
5-10 years
5) Improve access to coastal attractions in the region
The improvement (i.e. sealing and widening) of roads that provide access to national parks and coastal attractions will encourage increased length of stay within the region
through the development of more accessible touring routes.
Key projects include:
Priority Project Key agencies Timeframe
Medium
The opening up and sealing of Balladonia and or Parmango Road to provide an
alternate touring route from the Nullarbor to Esperance
Shires of Dundas and Esperance
1-5 years
Medium
Complete the sealing of Cascades Road to provide a shortcut from Lake Grace to
Esperance
Shires of Lake Grace and Esperance,
Main Roads
5-10 years
Medium
Widening Twilight Beach Road (Esperance’s Great Ocean Drive) and improving signage
to increase visitor safety on this popular touring route
Shire of Esperance, Main Roads
5-10 years
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6) Implement signage audit recommendations
There is a need to improve tourism signage in the area to help self-drive travellers navigate their way around key tourism points of interest across the Esperance and South
Coast region. In 2009, Tourism WA conducted an audit of signage in the Esperance townsite and in 2008 conducted a signage audit in the Shire of Ravensthorpe. It is
recommended that the Shires of Esperance and Ravensthorpe implement the recommendations of these signage audits over the coming years.
Key projects include:
Priority Project Key agencies Timeframe
Medium Implement Esperance tourism signage audit recommendations Shire of Esperance 1-5 years
Medium Implement Hopetoun and Ravensthorpe tourism signage audit recommendations Shire of Ravensthorpe 1-5 years
7) Improve interpretation in national parks and at key points of interest in the region
Previous research conducted by Tourism WA has identified there is a need to enhance interpretation at key sites around the region including national parks and in townships. 5 As a
result, it is recommended that local governments liaise with the Department of Environment and Conservation and other relevant associations and bodies, to help facilitate
the development of interpretation in the area.
Priority Project Key agencies Timeframe
Medium
Improve interpretation in national parks and at key points of interest in the region to
enhance visitor experiences
Shires of Dundas, Esperance and
Ravensthorpe, Department of
Environment and Conservation
1-5 years
20
Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities

Kalgoorlie and Goldfields Sub-Region
Includes the City of Kalgoorlie-Boulder and Shires of Coolgardie, Laverton, Leonora, Menzies and Ngaanyatjarraku
Population: Approximately 39,900 4
Annual Average Holiday/Leisure
Visitors 2001-2008: 3
Kalgoorlie and Goldfields
104,600 overnight visitors
364,000 nights
Average Length of stay = 3.5 nights
SHIRE OF NGAANYATJARRAKU
MEEKATHARRA
LEINSTER
SHIRE OF LEONORA
SHIRE OF LAVERTON
LEONORA
LAVERTON
Lake Ballard
MENZIES
Goongarrie
National Park
SHIRE OF
MENZIES
COOLGARDIE
KALGOORLIE
BOULDER
CITY OF
KALGOORLIE-BOULDER
MERREDIN
SHIRE OF COOLGARDIE
Goldfields Woodlands
National Park
0 50 100
Km
Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities
21

Strengths and Unique Selling Points:
The Kalgoorlie and Goldfields region includes the City of Kalgoorlie-Boulder and
the smaller townships of Coolgardie, Menzies, Laverton, Leonora and Leinster.
The region is best known for its heritage and history as a result of the 1800s
Gold Rush and modern day mining industry. The region offers great insight
into this heritage and history through its museum collections and architecture.
Particular points of interest in the region include the Super Pit, Hoover Museum,
Gwalia townsite, Golden Quest Discovery Trail, Mining Hall of Fame and Inside
Australia at Lake Ballard (the Anthony Gormley sculptures).
You feel as though you’re walking in the footsteps of your
grandparents when you’re walking around all the beautiful
old buildings. It’s just got a lot of charm, they look after it
well.” (Regular Australia’s Golden Outback visitor)
Kalgoorlie and Goldfields is also well known for its natural environment. Generally
seen as a classic Outback destination, Kalgoorlie and the Goldfields offers desert
areas as well as woodlands, rock formations, a diverse range of flora and fauna
and natural biodiversity exclusive to the region. Many of these natural attractions
are accessible via secluded outback highways throughout the region. All of these
factors combined provide the back drop for a vast and seemingly untouched
escape for travellers.
22
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Tourism Western Australia | Tourism Development Priorities

Current Performance:
It is broadly agreed that the City of Kalgoorlie-Boulder offers a varied and diverse
range of historical and natural attractions and activities, with a range of existing
accommodation and amenities, although it is acknowledged that there is scope for
further improvement across all of these areas. As a result, the City of Kalgoorlie-
Boulder is seen to be a period of consolidation.
In contrast, it is felt that the rest of the Goldfields region is relatively undeveloped
for tourism purposes and has considerable room for further development. As such,
it is seen to be in a period of involvement.
Current Lifecycle and Performance of Kalgoorlie and Goldfields sub-region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Kalgoorlie-Boulder Consolidation High High Medium Medium
Rest of Goldfields Involvement Medium Low Medium 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 Kalgoorlie-Boulder 40,300 30,100 13,900 84,300
Shire of Leonora 7,000 2,300 3,200 12,500
Shire of Coolgardie 6,500 2,000 800 9,300
Shire of Ngaanyatjarraku 2,000 3,300 800 6,100
Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities
23

Access
At 604km, the distance from Perth to Kalgoorlie is quite substantial, however the
region is considered to be well serviced by road, rail and air services. Because of
the significant distances between Kalgoorlie and other major population centres,
many visitors consider the region to be part of a multi-destinational self drive
itinerary.
Qantas is the main airline servicing the region, flying between two and four
times per day each way between Perth and Kalgoorlie while also flying between
Adelaide and Kalgoorlie. Skywest also provides services on the Perth to Kalgoorlie
route. Although relatively well served, current air services are seen to be expensive
and mainly catering to the mining industry in the area. As a result, there is
limited ‘fly and drive’ visitation to the region.
“Accessibility could be improved. Kalgoorlie is 600km out of
Perth and although the Outback Highway is good, flights are
too expensive. Airport tax in Kalgoorlie is one of the highest
in Australia, making the destination very expensive for
tourists.” (Destination stakeholder)
“One good thing about Kal is that you can go up on the
train, you can come back on the train, you’ve got good
accommodation, a little bit of the outback experience and
you can pick up a tour from there and go out to Menzies or
Leonora and those beautiful places.” (Regular Australia’s
Golden Outback visitor)
While road access is seen to be well served into the Kalgoorlie and Goldfields
region, there is seen to be the need to improve some of the roads leading out into
more remote parts of the region. Of particular focus is the need to improve road
access to Lake Ballard, home of Anthony Gormley Sculptures. There is also a
need to improve the Goldfields Highway, including the realignment of the ‘z-bend’
prior to Menzies. As a long term priority, the improvement of the Outback
Highway from Laverton to the Northern Territory border is also seen a key
project to provide a valuable link from Uluru and other key attractions in the
Northern Territory.
Kalgoorlie is also relatively well accessed by rail, with the Prospector service
operating daily between Perth and Kalgoorlie, and the Indian Pacific stopping
in Kalgoorlie twice a week on its journey between Sydney, Adelaide and Perth.
Significant discounts are available to concession holders on these rail routes,
making this alternative type of transport more attractive to these markets.
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Tourism Western Australia | Tourism Development Priorities

Accommodation
The City of Kalgoorlie-Boulder is well served with accommodation stock, with
an extensive range of hotels, motels and caravan parks. However due to mining
industry demand, there is often significant demand for accommodation which can
limit opportunities for holiday/leisure visitors. As a result, there is seen to be the
opportunity to develop additional accommodation stock in the region, specifically
at the higher end of the market. The proposed golf course development in
Kalgoorlie which includes accompanying five star accommodation is seen as a key
project for this market.
Outside the City of Kalgoorlie-Boulder, accommodation options are seen
to be limited, with caravan parks and pub stays being the major form of
accommodation in smaller townships. One specific priority in the development of
tourism accommodation in the outer parts of the region is the improvement of
accommodation in Menzies to better cater for visitors to Inside Australia (the
Anthony Gormley Sculptures).
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Tourism Western Australia | Tourism Development Priorities
25

Attractions and activities
Kalgoorlie and the Goldfields offers a wide range of natural, man made and cultural
attractions. In terms of man-made attractions, the region is mostly recognised for
attractions involving the mining industry and heritage. The mining industry displays
strong links to tourism, evident through attractions such as the Super Pit lookout
and Mining Hall of Fame as well as various museums. The spectacular buildings
that make up the Kalgoorlie-Boulder streetscape also demonstrate the historical
architecture of the area and attract many visitors. Other man made attractions in the
region include The Great Beyond - Explorers Hall of Fame in Laverton and ghost
towns at Gwalia and Kookynie.
As a consequence of being a major drawcard to the region, the development,
consolidation and protection of these significant heritage and historical assets is seen
as a priority. A key project in this area involves the further enhancement of the Mining
Hall of Fame just outside the Kalgoorlie township, to ensure the attraction’s long term
sustainability. In addition, the relocation and establishment of the proposed Loop Line
Railway in Kalgoorlie and the further enhancement of the Gwalia historical precinct
outside Leonora and Explorers Hall of Fame in Laverton are also seen as projects that
will help develop and protect the regions unique historical feel.
Outside the City of Kalgoorlie-Boulder, many of the drive routes in the region such
as the Golden Quest Discovery Trail, Golden Pipeline Heritage Trail and the
Outback Way are seen to be attractions in their own right. These drive routes
take visitors to remote parts of the region, highlighting key points of interest and
providing interpretation on the region’s significant heritage and history. A further
development of such drive routes is seen as essential for encouraging visitors to stay
and explore the region.
“The Goldfields is not just harsh and arid. It is important to
attract the right market and to encourage these people to see
all there is to offer. They need to be shown that you should
not just pass through but stay seven plus days in the region.”
(Destination stakeholder)
The development of indigenous product in the Northern Goldfields is also seen an
opportunity for the region.
In addition to man made attractions, the region is also known for its natural
attractions such as Mount Charlotte, a key vantage point over Kalgoorlie, and
the Great Western Woodlands, a 16 million hectare woodlands (twice the size of
Tasmania) that spreads across Australia’s Golden Outback. In addition to these
attractions the region is also known for its events such as the Kalgoorlie Race Round,
Leonora Golden Gift and Diggers and Dealers conference.
26
Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities

Amenities
The City of Kalgoorlie-Boulder has the majority of key amenities and infrastructure
that would be expected in a town of its size and population, however there are
opportunities to improve and enhance amenities. Of significant priority is the
need to improve visitor and directional signage in the Kalgoorlie area. In
addressing this need Tourism WA, with the support of the City of Kalgoorlie-
Boulder, has conducted a signage audit in the township. The implementation of
the recommendations of this audit over the coming years will see a significant
improvement in visitor’s ability to navigate to key points of interest.
There also is a need to improve the provision of arrival and departure
transfers at Kalgoorlie airport, with visitors often left with no taxi transfers.
As a result, the development of a shuttle service linking the airport with
accommodation venues in Kalgoorlie-Boulder is seen as a priority. In addition there
is the need to facilitate the development of drive trail infrastructure (such as
signage and interpretation) in the Northern Goldfields to help encourage
dispersal throughout the region.
“There could be more in the way of information centres
and more signage to let people know what there is to do
in Kalgoorlie and make them stay longer in the town.”
(Destination stakeholder)
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Tourism Western Australia | Tourism Development Priorities
27

Priorities for the Kalgoorlie and Goldfields Sub-Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s Golden Outback 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) Improve quality and safety of key touring routes in the region
Touring routes such as the Golden Quest Discovery Trail, Golden Pipeline Heritage Trail and the Outback Way encourage longer stays in what is predominantly a touring
region. The improvement of these key touring routes (along with the provision of additional facilities) will improve the safety of current visitors as well as encourage new
visitors to explore the region.
Key projects include:
Priority Project Key agencies Timeframe
High
Sealing Menzies-Sandstone Road from Menzies to Lake Ballard to provide improved
access to Lake Ballard and Inside Australia (Anthony Gormley statues)
Shire of Menzies
1-5 years
Medium
Facilitate the development of drive trail infrastructure on key and emerging touring
routes in the region
Local Shires, Golden Quest Trails
Association
1-5 years
Medium
The widening and provision of additional passing lanes on the Coolgardie-Esperance
Highway, Goldfields Highway and Great Eastern Highway
Main Roads
5-10 years
Medium
Upgrade of the Great Central Highway from Laverton to the Northern Territory border to
an all weather gravel road
Main Roads
10+ years
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Tourism Western Australia | Tourism Development Priorities

2) Encourage the development of a wider range of accommodation in Kalgoorlie
There is the opportunity to enhance the variety of accommodation to meet the needs of both the business and leisure sectors. As a result, it is recommended that the
City of Kalgoorlie-Boulder work with key decision-makers in the Kalgoorlie and Goldfields region to facilitate development of additional accommodation stock in the area
through the verification of accommodation priorities and identification of potential land sites.
Priority Project Key agencies Timeframe
High
Ensuring adequate tourism accommodation is developed at the proposed Kalgoorlie-
Boulder Golf Course and Spa development
City of Kalgoorlie-Boulder
1-5 years
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Tourism Western Australia | Tourism Development Priorities
29

3) Improve tourist signage in the area
There is a need to improve signage in the Kalgoorlie area to improve the experience of self-drive travellers accessing key attractions and drive trails. In 2009, Tourism WA
conducted an audit of tourism signage in the Kalgoorlie townsite. It is recommended that the City of Kalgoorlie implement the recommendations of this signage audit over
the coming years.
Key projects include:
Priority Project Key agencies Timeframe
High
Implement Kalgoorlie tourism signage audit recommendations
City of Kalgoorlie-Boulder,
Main Roads
1-5 years
Medium
Encourage signage audits in other shires in the Goldfields
Shires of Laverton Leonora, Menzies
and Ngaanyatjarraku
1-5 years
4) Facilitate the development of accommodation in Menzies
The Anthony Gormley sculptures at Lake Ballard are a unique attraction in Western Australia, however the sculptures require supporting infrastructure if they are to be
promoted to a larger audience. Of particular focus is the need to provide better accommodation facilities in Menzies for visitors to Lake Ballard.
Priority Project Key agencies Timeframe
Medium Facilitate the development of accommodation in Menzies Shire of Menzies 1-5 years
30
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Tourism Western Australia | Tourism Development Priorities

5) Facilitate the development of indigenous product in the region
The further development of indigenous tourism is identified as a potential opportunity particularly in the Northern Goldfields region. As a result, it is recommended that key
agencies liaise with 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
Medium
Facilitate the development of indigenous product in the region
Small Business Development
Corporation, Indigenous Business
Australia
1-5 years
6) Protect and develop the region’s historical assets
The Kalgoorlie region’s rich history and heritage are its key strengths. Preservation and development of the region’s key historical assets is essential for preserving this
unique experience for new visitors, as well as encouraging existing visitors to extend their length of stay through the provision of additional things to see or do.
Key projects include:
Priority Project Key agencies Timeframe
Medium
Investigate and facilitate the enhancement of the Mining Hall of Fame to ensure long
term sustainability of the attraction
Mining Hall of Fame, Goldfields
Esperance Development Commission
1-5 years
Medium Relocate and establish the proposed Loop Line Railway in Kalgoorlie Golden Mile Loop Line Railway Society 1-5 years
Medium
Further enhancement of the Gwalia historical precinct
Leonora Gwalia Historical Museum,
Shire of Leonora
1-5 years
Medium Expansion of The Great Beyond – Explorers Hall of Fame in Laverton Shire of Laverton 1-5 years
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Tourism Western Australia | Tourism Development Priorities
31

7) Facilitate the development of tourist transportation in Kalgoorlie
There is a lack of arrival and departure transfers at Kalgoorlie airport with visitors often left with no taxi transfers. To cater for the non self drive market, it is important that
transport services linking the airport to the town be provided (if viable).
Priority Project Key agencies Timeframe
Medium Facilitate the development of a shuttle service to and from Kalgoorlie airport Local Operators, City of Kalgoorlie 1-5 years
32
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Tourism Western Australia | Tourism Development Priorities

The Wheatbelt
The Wheatbelt Sub-Region
MORAWA, SHIRE OF
Includes the Shires of Bruce Rock, Corrigin, Cuballing, Cunderdin,
Dalwallinu, Dowerin, Dumbleyung, Kellerberrin, Kondinin, Koorda, Kulin,
Lake Grace, Merredin, Moora, Morawa, Mount Marshall, Mukinbudin,
Narembeen, Narrogin, Nungarin, Perenjori, Pingelly, Quairading, Tammin,
Trayning, Wagin, West Arthur, Westonia, Wickepin, Williams, Wongan-
Ballidu, Wyalkatchem, Yilgarn and the Town of Narrogin
PERENJORI, SHIRE OF
DALWALLINU, SHIRE OF
DALWALLINU
MOUNT MARSHALL, SHIRE OF
MENZIES,
SHIRE OF
Population: Approximately 38,900 4
Annual Average Holiday/Leisure Visitors 2001-2008: 4
100,400 overnight visitors
233,200 nights
Average Length of stay = 2.2 nights
MOORA, SHIRE OF
MOORA
PERTH
WONGAN-BALLIDU, SHIRE OF
WONGAN HILLS
DOWERIN,
SHIRE OF
KOORDA,
SHIRE OF
WYALKATCHEM, SHIRE OF
TRAYNING,
SHIRE OF
MERREDIN
CUNDERDIN, KELLERBERRIN, SHIRE OF
SHIRE OF TAMMIN,
SHIRE OF
CUNDERDIN
KELLERBERRIN
BRUCE ROCK
QUAIRADING,
SHIRE OF
BRUCE ROCK,
SHIRE OF
QUAIRADING
MUKINBUDIN,
SHIRE OF
YILGARN,
SHIRE OF
NUNGARIN,
SHIRE OF SOUTHERN CROSS
MERREDIN,
SHIRE OF
WESTONIA,
SHIRE OF
NAREMBEEN, SHIRE OF
PINGELLY
PINGELLY,
SHIRE OF
CORRIGIN,
SHIRE OF
CORRIGIN
HYDEN
Wave
Rock
KONDININ, SHIRE OF
BUNBURY
WILLIAMS,
SHIRE OF
Dryandra
Woodland
CUBALLING,
SHIRE OF
NARROGIN,
SHIRE OF
NARROGIN
WAGIN, SHIRE OF
WAGIN
WICKEPIN,
SHIRE OF
KULIN, SHIRE OF
DUMBLEYUNG, SHIRE OF
LAKE GRACE
LAKE GRACE, SHIRE OF
Frank Hann
National Park
WEST ARTHUR, SHIRE OF
0 30 60
Km
ALBANY
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33

Strengths and Unique Selling Points:
The Wheatbelt region offers visitors a taste of genuine rural life. Central to
the appeal of the area are character townships, which offer historic outback
pubs, quaint main streets and country charm. As the region begins within two
hours drive of the Perth CBD, the Wheatbelt also offers potential as a day trip
destination.
In terms of key tourism assets, the Wheatbelt is best known for Wave Rock (a
rock formation that stretches 100m wide and 15m high) and for its wildflowers
that are prolific throughout the region in the season. The region is also known for
its other assets including its country towns and pubs, its historical offering, various
nature walks and for nature based experiences around the Dryandra Woodlands.
Farming is a key industry in the area, and the region is marked by golden plains
and expansive farming areas. Farm stays, offering visitors a chance to get up
close to farm animals, as well as home-cooked food and fresh local produce are a
feature of the area.
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Tourism Western Australia | Tourism Development Priorities

Current Performance:
In general, aside from long established natural attractions like Wave Rock and the prevalence of seasonal wildflowers, there appears to be limited development or
expansion of tourism products and services in the Wheatbelt region at present, representing further opportunities for improvement over the longer term. In recognition of
this, the Wheatbelt region is seen to be in a period of involvement.
Current Lifecycle and Performance of Wheatbelt sub-region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Wheatbelt Involvement Medium Low Low 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
Shire of Kondinin 8,300 7,900 6,600 22,800
Shire of Merredin 5,100 3,600 1,200 9,900
Shire of Dalwallinu 7,400 1,100 500 9,000
Shire of Narrogin 5,900 1,000 900 7,800
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Access
In comparison to other regional destinations, the Wheatbelt is situated relatively
close to Perth (around two to four hours drive to the main attractions), making the
location attractive to self-drive travellers looking to take shorter breaks or day trips.
The Wheatbelt also serves as a stopover point for visitors en route to Esperance or
Kalgoorlie.
To support this close proximity, the Wheatbelt has a good network of primary and
secondary sealed roads to and from most towns in the region, as well as a network
of unsealed but well maintained roads, making it highly accessible for self-drive
travellers looking to explore the area. The popular self-drive trails include the
Pioneers’ Pathway, the Golden Pipeline Heritage Trail, the Granite Loop Trail, and
Tin Horse Highway.
To further encourage an increase in self drive trips around the area, stakeholders
suggest that several roads need to be upgraded to increase both safety and the
ease of access for coach operators and tour companies. Of particular focus in this
area is the need to finalise improvements to the roads between Corrigin and
Hyden to improve access for visitors to Wave Rock.
Accommodation
The Wheatbelt region currently contains primarily low to mid range motels, hotels
and caravan parks, as well as some self-contained, bed and breakfast and farm
stay accommodation. While offering some range, much of the current supply of
accommodation is in need of refurbishment and enhancement. In addition,
the overall lack of accommodation stock in townships throughout the region
(particularly townships along touring routes), is seen to be a major inhibitor to the
future growth of the region.
“(There is) a need to improve quality and range of
accommodation.” (Destination stakeholder)
As a result, the further investigation of possible accommodation development
opportunities throughout the region (particularly opportunities at towns along
major touring routes) is seen as a priority.
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Attractions and activities
The most well known tourism attraction in the Wheatbelt region is Wave Rock,
long regarded as a unique point of interest, particularly for the international coach
tour market. There have been significant enhancements to both Wave Rock and
surrounding attractions such as The Humps and Hippos Yawn in recent years,
which have assisted in improving visitor experiences. Despite these improvements, a
minority group of stakeholders feel that Wave Rock is somewhat one-dimensional in
character and insufficient to generate overnight visitation to the area.
Amenities
Amenities are generally seen to be reasonably well served within townships in the
region. However, as the region does not have a focal point for visitation, there is
considered to be a significant need to improve visitor amenities associated with key
driving routes (such as the Pioneers’ Pathway, the Golden Pipeline Heritage Trail,
the Granite Loop Trail and Tin Horse Highway). More specifically, there is seen to be
the need to improve signage, interpretation and availability of rest areas on
these routes to encourage visitors to increase their length of stay in the region.
“I’ve heard some people say that it’s just the most brilliant
thing they’ve ever seen in the middle of the desert and it’s
you know miles away from everywhere and there’s beautiful
stars etc. but I’ve also heard people say things like ‘well it
took me 10 minutes to walk around the rock and it took me
four hours to drive there and four hours back.’” (Regular
Australia’s Golden Outback visitor)
In order to continue to improve experiences and build recognition of Wave Rock as
more than just a day trip destination, there is a need for further enhancements to
the current mix of attractions and activities in and around the area.
“Visitors need to be encouraged to move through the area,
stopping off at places of interest along the way.”
(Destination stakeholder)
The improvement of these facilities will assist in encouraging visitors to stay
longer in the region, which will in turn lead to increased demand and need for
accommodation in key townships. There is also seen to be the opportunity for
some townships, particularly along the Great Eastern Highway, to improve their
streetscapes, to encourage increased visits from people journeying along key
routes in the region.
In addition to Wave Rock, the Wheatbelt region is also well known for its large
species of wildflowers, and to a lesser extent its excellent bird watching, local
produce and nature based experiences at the Dryandra Woodlands. Popular man
made attractions in the region include the Williams Wool Shed, Wagin Historical
Museum, Nungarin and Merredin Military museums and museums at Wyalkatchem,
Merredin and Cunderdin.
While some stakeholders feel that there are a lack of things to do or see in the
Wheatbelt, there are also seen to be opportunities to further capitalise upon some of
the unique strengths of the region (such as its wildflowers, history and local produce).
In further expanding upon these opportunities, there is the need to further improve
interpretation within the region and particularly along the major touring routes.
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Tourism Western Australia | Tourism Development Priorities
37

Priorities for the Wheatbelt Sub-Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s Golden Outback 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) Investigate the opportunity for accommodation development in the region
The overall lack of accommodation stock in townships throughout the region (particularly townships along touring routes), is seen to be a major inhibitor to the future
growth of the region. As a result, it is recommended that local governments further investigate the possibility of accommodation development in towns along major
touring routes. Towns for focus include Lake Grace, Merredin, Moora, Williams, Hyden and Narrogin.
Priority Project Key agencies Timeframe
High
Investigate the opportunity for accommodation development in major townships and sites of
significance in the region
Local Shires
1-5 years
2) Continue to improve Wave Rock as a tourism attraction
Wave Rock is regarded as the premier tourism attraction in the Wheatbelt region and a key driver of international tourism to the area. While the attraction has undergone
significant upgrades in recent years there is room for improvement, particularly in relation to the development of a diversified attraction and activities base. This diversified
base will continue to help Wave Rock position itself as more than just a day trip destination. In addition, upgrading the current single lane road access to this attraction will
improve visitor safety.
Key projects include:
Priority Project Key agencies Timeframe
High Finalise the widening of the single lane sections of the road between Corrigin and Hyden. Main Roads 1-5 years
Medium
Continue to improve the attractions and activities base at Wave Rock to enhance visitor
experience
Mauritz Enterprises
1-5 years
38
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3) Improve visitor amenities on key touring routes
Touring routes such as seasonal wildflower routes, the Pioneers’ Pathway, the Golden Pipeline Heritage Trail, the Granite Loop Trail and Tin Horse Highway are important
tourism assets for the Wheatbelt, and as a result there is a need to ensure that amenities such as signage, interpretation and availability of rest areas on these routes are
improved. This improvement will assist in encouraging visitors to stay longer in the region, which will in turn lead to increased demand and need for accommodation in key
townships. It is recommended that local shires work with Main Roads to conduct signage audits along key touring routes in the region and improve the availability of road
side rest areas.
Key projects include:
Priority Project Key agencies Timeframe
High Improve signage, interpretation and availability of rest areas on key touring routes Local Government, Main Roads 1-5 years
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39

4) Construct additional interpretation and amenities around key historic and natural landmarks
In recognition that the Wheatbelt is an area that visitors often pass through, there is a need to develop experiences that encourage people to stop and explore. The
development of interpretation and amenities at key historic and natural landmarks in the Wheatbelt region is one of the ways to increase the length of stay of the self drive
market in the region.
Key projects include:
Priority Project Key agencies Timeframe
Medium
Development of a tourism component and interpretation at the proposed Wood Centre for
Excellence at the No 4 Pump Station at Merredin
National Trust, Shire of Merredin
1-5 years
Medium
The development of interpretation around intersections of major roads and The Rabbit
Proof Fence
Cunderdin Historical Society
1-5 years
Medium
The development of interpretation at key World War 2 locations
Shires of Merredin, Nungarin and
Moora
1-5 years
Medium Continuing implementation of the interpretation plan for the Cunderdin Museum Shire of Cunderdin, National Trust 1-5 years
40
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Gascoyne Murchison Sub-Region
Includes the Shires of Cue, Meekatharra, Mount Magnet, Murchison, Sandstone, Upper Gascoyne, Wiluna and Yalgoo
Population: Approximately 3,800 4
Annual Average Holiday/Leisure
Visitors 2001-2008: 3
NEWMAN
34,700 overnight visitors
122,800 nights
Average Length of stay = 3.5 nights
Kennedy Range
National Park
GASCOYNE
JUNCTION
Mount Augustus
National Park
SHIRE OF UPPER GASCOYNE
Collier Range
National Park
SHIRE OF WILUNA
SHIRE OF MEEKATHARRA
MEEKATHARRA
SHIRE OF MURCHISON
SHIRE OF CUE
CUE
LEINSTER
SHIRE OF MOUNT MAGNET
SHIRE OF YALGOO
SHIRE OF SANDSTONE
GERALDTON
LEONORA
PAYNES FIND
Gascoyne Murchison
0 40 80
Km
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Strengths and Unique Selling Points:
The Gascoyne Murchison region is known for its unique outback environment,
offering one of the oldest landscapes in the world. In particular, the area contains
Mount Augustus, one of the world’s largest asymmetrical anticlines (twice the
size of Uluru), and provides eastern access to the spectacular Kennedy Range
National Park. The region is also regarded as an excellent destination for
experiencing colourful carpets of seasonal wildflowers, particularly around
the Paynes Find area.
“For the winter can’t go past the Murchison - it’s just great. I
love the outback in the winter.”
(Regular Australia’s Golden Outback visitor)
“For all you know, you could be the only person out there
sometimes and it’s a good feeling.”
(Regular Australia’s Golden Outback visitor)
The region also contains a range of drive trails, including Miners Pathway, Wool
Wagon Pathway and Kingsford Smith Mail route, that take in the agricultural and
mining heritage of the area. These trails are supported by a number of points of
interest such as homesteads, cattle stations, shearer’s quarters and museums.
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Current Performance:
The Gascoyne Murchison is a region that is relatively underdeveloped compared to other regions in Australia’s Golden Outback, and has relatively limited access,
accommodation, attractions, activities or amenities. As a consequence, the region is considered to be in the exploration stage of the tourism life cycle. However, given the
natural beauty of the Mount Augustus and Kennedy Range National Parks, the region is seen to have significant potential.
Current Lifecycle and Performance of Gascoyne Murchison sub-region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Gascoyne Murchison Exploration Low 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
Shire of Meekatharra 9,900 1,500 1,500 12,900
Shire of Mount Magnet 5,300 1,300 800 7,400
Shire of Yalgoo 4,600 400 200 5,200
Shire of Upper Gascoyne 2,600 1,300 600 4,500
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Access
At a distance of 1,108 km between Perth and Mount Augustus and significant
distances between key points of interest in the region, the Gascoyne Murchison is
one of the most isolated and remote regions in Western Australia.
While there are a number of self-drive routes through the Gascoyne Murchison
region, road access is often limited (particularly around the northern and eastern
parts) to unsealed gravel and dirt tracks. This creates a barrier for conventional
vehicles and hire cars that are otherwise restricted to sealed roads. As a
consequence, visitation to the area is largely limited to more adventurous and
self-sufficient travellers with higher clearance long range four wheel drive
vehicles. However, it is acknowledged that this degree of ‘rough four wheel drive
adventure’ is part of the attraction of the region for many travellers.
Despite this, stakeholders still identify the need to improve the quality of inland
road access to the Kennedy Range and Mount Augustus National Parks,
and even further to Paraburdoo and Karijini National Park, as key priorities for
the region. This road infrastructure is seen by stakeholders as way of stimulating
tourism investment in the area through creating tourist drives accessible to non
four wheel drive vehicles. In addition, the need to improve the airstrip at Mount
Augustus is seen as a way of encouraging investment in accommodation in the
area.
Accommodation
The Gascoyne Murchison region has a limited range of mostly lower end
accommodation, including station stays, homesteads, caravan parks, camping
areas and motels. While current demand is limited, there is seen to be the
opportunity to develop additional accommodation in and around the
Mount Augustus and Kennedy Range National Parks. This development is
seen as a way of capitalising upon the unique beauty of these areas through the
creation a focus for visitation in the region.
“You need somewhere to base yourself so you can do several
daytrips.” (Regular Australia’s Golden Outback visitor)
In addition, there are seen to be opportunities for pastoralists to diversify into
station stay experiences in the region.
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Attractions and activities
The major attractions in the region are the Mount Augustus and Kennedy
Range National Parks. The region is also known for its wildflowers and to a
lesser extent its drive trails (including the Canning Stock Route and Gunbarrel
Highway) which traverse the region.
While the region appeals to the adventure traveller, the range of adventure
tours into the region is limited. Stakeholders agree that an improvement of
roads in the area will greatly assist in encouraging new and existing tour operators
into the Gascoyne Murchison region.
Amenities
In general, the Gascoyne Murchison region is felt to be severely lacking in basic
tourist amenities, particularly outside population hubs. While signage appears to
meet the needs of more adventurous travellers, stakeholders believe that there is
opportunity to improve signage to key attractions such as Mount Augustus
National Park. Additionally, it is felt that improved facilities need to be provided at
the Kennedy Range National Park to facilitate the growth in visitation brought
about by the sealing of the Carnarvon-Mullewa Road between Carnarvon and
Gascoyne Junction.
The development of indigenous product in the Gascoyne Murchison is also seen an
opportunity for the region.
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Priorities for the Gascoyne Murchison Sub-Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s Golden Outback 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) Improve access to and within Mount Augustus National Park
Mount Augustus is a spectacular solitary peak and is one of the world’s largest asymmetrical anticlines, however current access to this spectacular natural attraction is
poor. Improvement in access to this attraction will encourage greater visitation and associated development as well as provide a focal point for tourism in the Gascoyne
Murchison region. This improved access, coupled with improved access to the Kennedy Range National Park, will also open up a significant new touring route.
Key projects include:
Priority Project Key agencies Timeframe
High
The upgrade of roads linking Meekatharra to Gascoyne Junction via Mount Augustus to
an all weather gravel standard. Roads include Ullawarra Road, Edmund-Gifford Creek
Road, Cobra-Gifford Creek Road, Cobra-Dairy Creek Road, Cobra-Mount Augustus
Road, Landor-Mount Augustus Road, and Landor-Meekatharra Road.
Shires of Upper Gascoyne and
Meekatharra, Main Roads
1-5 years
High
The upgrade of roads within the Mount Augustus National Park to an all weather gravel
standard
Department of Environment and
Conservation
1-5 years
Medium Development of an all weather airstrip at Mount Augustus Department of Transport 5-10 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
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2) Assess the feasibility of additional accommodation development at Mount Augustus
Developing additional accommodation at Mount Augustus above that of the standard currently supplied will help improve visitor experiences in the area. It is
recommended that key stakeholders work with the Department of Environment and Conservation and local landowners to determine the feasibility of different types of
accommodation development at Mount Augustus.
Priority Project Key agencies Timeframe
High
Assess the feasibility of additional accommodation development at Mount Augustus
Department of Environment and
Conservation
1-5 years
3) Improve access and facilities to and within the Kennedy Range National Park
Improved access to Kennedy Range National Park will open up this natural attraction for visitation. This coupled with improved access to Mount Augustus National Park
and the linking of the Gascoyne region to the Pilbara region through the proposed Paraburdoo–Mount Augustus road will also open up a significant new driving route. If
this improved road access is to proceed, it must be supported with enhanced visitor facilities in the Park.
Key projects include:
Priority Project Key agencies Timeframe
High
Sealing Ullawarra Road from Gascoyne Junction up to the eastern entrance of the
Kennedy Range National Park
Shire of Upper Gascoyne,
Main Roads
1-5 years
High
Improving camping and other facilities on the eastern side of the National Park, including
a relocation of the Temple Gorge campsite
Department of Environment and
Conservation
1-5 years
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4) Improve signage to Mount Augustus and other key attractions
While signage appears to meet the needs of more adventurous travellers, stakeholders believe that there is opportunity to improve signage to key attractions such as
Mount Augustus National Park. This need to improve signage will become increasing important if road access in the region is improved.
Priority Project Key agencies Timeframe
Medium Improve signage to Mount Augustus and other key attractions Shire of Upper Gascoyne 5-10 years
5) Facilitate the development of indigenous product in the region
The further development of indigenous tourism is identified as a potential opportunity for the Gascoyne Murchison region. 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 in the area.
Priority Project Key agencies Timeframe
Medium
Facilitate the development of indigenous product in the region
Small Business Development
Corporation, Indigenous Business
Australia
1-5 years
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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
City of Wanneroo - Mr John Royle
City Stay Apartments - Mr Geoff Davis
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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
Exmouth Visitors Centre - Ms Janis Ferguson
Experience Perth - Ms Noeleen Pearson
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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
Margaret River Visitor Centre - Ms Tracy Barr
Mauritz Enterprises - Ms Sheena Collins
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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
Shire of Dandaragan - Mr Clinton Strugnell
Shire of Denmark - Mr Dale Stewart
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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
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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
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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
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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.
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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 areas 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.
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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.
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Appendix C – Key Points of Contact
Tourism WA – Australia’s Golden Outback Regional Manager
2 Mill Street
PERTH WA 6000
(08) 9262 1700
goldenoutback@westernaustralia.com
Gascoyne Development Commission
15 Stuart St
CARNARVON WA 6701
(08) 9168 1044
info@gdc.wa.gov.au
Mid West Development Commission
45 Cathedral Ave
GERALDTON WA 6530
(08) 9921 0702
info@mwdc.wa.gov.au
Australia’s Golden Outback – Regional Tourism Organisation
195 Adelaide Tce
EAST PERTH WA 6004
(08) 9325 1511
ceo@goldenoutback.com
Goldfields Esperance Development Commission
377 Hannan St
KALGOORLIE WA 6430
(08) 9080 5000
gedckal@gedc.wa.gov.au
Wheatbelt Development Commission
Park St
NARROGIN WA 6312
(08) 9881 5888
info@wheatbelt.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 – Esperance Better Business Blitz Research 2009
Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities
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Australia’s Golden Outback
Tourism Western Australia | Tourism Development Priorities