TDP Experience Perth - Tourism Western Australia

Date of Publication: 

MARCH 2010 

EXPERIENCE PERTH 

Tourism Development Priorities | 2010 -2015

© Tourism Western Australia. March 2010. 

ISSN 1834-2418 

2 Mill Street 

PERTH WA 6000 

GPO Box X2261 

PERTH WA 6847 

Tel: 08 9262 1700 

Fax: 08 9262 1702 

tourism.wa.gov.au/tdp 

visit westernaustralia.com 

Disclaimer: This document has been prepared by Tourism Western Australia predominantly from information and data gathered in the course of its activities. No person 

or organisation should act on the basis of any matter contained in this document without considering and, if necessary, taking appropriate professional advice. Neither 

Tourism Western Australia, nor any of its employees, undertakes responsibility to any person or organisation in respect of this document. All material in this document is 

derived from sources believed to be current and accurate as at the date of publication and is provided in good faith. Tourism Western Australia makes no representation 

or warranty that any material in this document will be accurate, reliable or complete (nor does Tourism Western Australia accept any responsibility arising in any way for 

errors in, or omissions from that material, even if those errors or omissions are on account of Tourism Western Australia’s negligence). Your use of the information in this 

document is entirely at your own risk. 

2 

Experience Perth 

Tourism Western Australia | Tourism Development Priorities

TABLE OF CONTENTS 

Tourism in Western Australia 2 

Government’s role in Destination Development 3 

Tourism Development Priorities 4 

Experience Perth 5 

Perth Sub-Region 9 

Fremantle and Rottnest Sub-Region 23 

Swan Valley and Perth Hills Sub-Region 32 

Peel and Rockingham Sub-Region 45 

Sunset Coast Sub-Region 54 

Avon Valley Sub-Region 63 

Appendix A – Consultation List 71 

Appendix B – The Tourism Area Lifecycle 78 

Appendix C – Key Points of Contact 81

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 continuously improve visitor experiences and grow this significant 

industry in an environment of ever increasing competition, it is essential that 

Western Australia continues to invest in developing, refreshing and promoting 

destinations and experiences that stimulate visitation to and around the state. This 

destination development, coupled with a strong brand and effective marketing will 

assist in growing Western Australia’s tourism industry through an underpinning of 

its brand promise. 

2 



Government’s role in Destination Development 

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

provision and facilitation of infrastructure and product which both service visitor 

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

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

telecommunication, investors are generally unwilling to invest in tourism product. 

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

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

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

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

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

are based is intense. 

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

significantly depending on the time of the year. 

Construction and operating costs in remote areas such as the North West and 

Ningaloo are extremely high and land costs in many destinations (particularly in 

coastal destinations) are impacting on the business case for investments. These 

issues can have a huge impact on the profitability of tourism operators. 

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

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

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

creating a favourable environment for tourism development through infrastructure 

investment that supports development of product. A range of government 

agencies contribute to this process, including Tourism WA, Department of 

Planning, Department of Environment and Conservation, Department of Regional 

Development and Lands, Regional Development Commissions, Department of 

Training, Department of State Development and many more. 


Tourism Western Australia | Tourism Development Priorities 

3

Tourism Development Priorities 

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

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

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

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

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

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

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

development of destinations have been prioritised. 

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

range of stakeholders. These stakeholders include: 

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

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

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

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

relevant government agencies). 

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

were completed with key tourism industry stakeholders who had a 

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

regions (interviewees included Regional Tourism Organisations, Regional 

Development Commissions, and operators and other private and public 

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

3) Stakeholders with a detailed understanding of key destinations: 166 

semi-structured telephone interviews were completed with key tourism 

stakeholders who had a detailed perspective on specific destinations 

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

managers, local governments, Department of Environment and Conservation 

and Department for Planning regional officers, local Chamber of Commerce 

and Industry representatives, local tourism association representatives and 

local tourism operators). 

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

on destinations key strengths and development priorities a series of five 

focus groups were conducted with experienced intrastate visitors to each of 

the five tourism regions. 

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

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

parties to provide input through both a: 

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

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

November 20 and December 18, 2009. 

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

documents can be found in Appendix A. 

After receiving information about the stakeholder consultation from TNS and 

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

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

Experience Perth. Tourism WA will monitor the progress of the priorities listed in 

this report and may assist in facilitation. 

4 




The Experience Perth region 

includes the greater Perth 

metropolitan area (including 

Fremantle, Mandurah and 

Rockingham) and surrounding 

areas. According to the 

Experience Perth Regional 

Tourism Organisation, the region 

is roughly broken into six key 

sub-regions: Perth, Fremantle and 

Rottnest, Swan Valley and Perth 

Hills, Sunset Coast, Peel and 

Rockingham as well as the Avon 

Valley. The following map and 

table highlight the geographical 

and shire boundaries of these 

regions. 

LANCELIN 

YANCHEP 

SUNSET 

COAST 

PERTH 

FREMANTLE 

FREMANTLE AND 

ROTTNEST 

ROCKINGHAM 

PERTH 

TOODYAY 

SWAN 

VALLEY AND 

PERTH HILLS 

MIDLAND 

KALAMUNDA 

NEW NORCIA 

MUNDARING 


NORTHAM 

AVON VALLEY 

YORK 

MANDURAH 

PEEL AND 

ROCKINGHAM 

PINJARRA 

0 30 

Km 



5

Local Governments in Experience Perth 

Perth 

City of Bayswater City of Belmont City of Canning City of Melville 

City of Nedlands City of Perth City of South Perth City of Subiaco 

Shire of Peppermint Grove Town of Victoria Park Town of Vincent 

Fremantle and Rottnest 

City of Cockburn City of Fremantle Town of East Fremantle 

Swan Valley and Perth Hills 

City of Armadale City of Gosnells City of Swan Shire of Chittering 

Shire of Kalamunda Shire of Mundaring Town of Bassendean 

Sunset Coast 

City of Joondalup City of Stirling City of Wanneroo Shire of Gingin 

Town of Cambridge Town of Claremont Town of Cottesloe Town of Mosman Park 

Peel and Rockingham 

City of Mandurah City of Rockingham Shire of Boddington Shire of Murray 

Shire of Serpentine Jarrahdale Shire of Wandering Shire of Waroona Town of Kwinana 

Avon Valley 

Shire of Beverley Shire of Brookton Shire of Goomalling Shire of Northam 

Shire of Toodyay Shire of Victoria Plains Shire of York 

6 



In terms of current overnight visitation by holiday/leisure visitors (excluding business and other purposes of visit), the City of Perth is clearly the most popular destination in 

the region. However, much of the region is popular amongst day trippers which is not reflected in these statistics. 

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

Local Government Intrastate Interstate International Total 

City of Perth 259,400 189,800 269,700 718,900 

City of Mandurah 167,900 10,100 9,100 187,100 

Rottnest* n/a n/a n/a 110,000 

Shire of Gingin 78,400 3,100 4,300 85,800 

City of Fremantle 17,800 22,100 24,100 64,000 

Shire of Murray 46,300 1,800 1,100 49,200 

City of Rockingham 26,300 2,400 3,800 32,500 

City of Stirling 14,600 7,800 7,200 29,600 

City of Swan 23,800 2,100 2,800 28,700 

Shire of York 19,000 1,400 2,200 22,600 

City of Joondalup 9,600 5,600 5,500 20,700 

City of Wanneroo 16,100 1,900 2,400 20,400 

Shire of Waroona 17,500 500 500 18,500 

Shire of Toodyay 14,900 1,100 700 16,700 

Shire of Northam 11,800 2,500 1,300 15,600 

City of South Perth 7,000 1,500 2,100 10,600 

* Data provided by the Rottnest Island Authority for 2008/2009 financial year 



7

In determining the priorities for tourism product 

and infrastructure development in Experience Perth, 

analysis has been conducted at a sub regional level. 

This analysis includes a look at each region’s strengths, 

unique selling points as well as providing an analysis 

of the current status of, and potential gaps in access, 

accommodation, attractions, activities and amenities. 

As part of this analysis, destinations and regions have 

been assessed as to their position in the Tourism 

Area Lifecycle, a theoretical product lifecycle concept 

developed by Richard Butler.* A summary of this 

Tourism Area Lifecycle analysis can be found in the 

following diagram, while a full analysis of each region 

can be found in the following sections of this TDP 

document. 

*The Tourism Area Lifecycle is a theoretical product 

lifecycle concept developed to help track the 

development of destinations. According to this 

model, destinations move through different stages in 

development, starting off with exploration and then 

moving through stages of involvement, development, 

consolidation and stagnation before going through 

different degrees of decline or rejuvenation. Further 

detail on the characteristics of each stage can 

be found in Appendix B. In this TDP document, 

destinations have been evaluated in the context of the 

Western Australian tourism market with input from 

local, regional and state-wide stakeholders. 

8 



Perth Sub-Region 

Includes the Cities of Bayswater, Belmont, Canning, Melville, Nedlands, Perth, South Perth, Subiaco, the Shire of Peppermint Grove and the Towns of 

Victoria Park and Vincent 

Population: Approximately 440,300 4 

Annual Average Holiday/Leisure 

Visitors 2001-2008: 3 

GUILDFORD 

CITY OF BAYSWATER 

773,600 overnight visitors 

5,218,400 nights 

Average length of stay = 6.7 nights 

TOWN OF VINCENT 

CITY OF NEDLANDS 

CITY OF 

SUBIACO 

Kings Park 

PERTH 

CITY OF PERTH 

CITY OF BELMONT 

TOWN 

OF VICTORIA 

PARK 

SHIRE OF 

PEPPERMINT 

GROVE 

SWAN RIVER 

CITY OF 

SOUTH 

PERTH 

CITY OF 

CANNING 

CITY OF MELVILLE 

0 1 2 3 

Perth 

Km 



9

Strengths and Unique Selling Points: 

The Perth region is the gateway for visitors to Western Australia and the focus of 

much of the state’s tourism industry. Over one quarter of nights spent by holiday 

and leisure visitors in Western Australia are spent in this region. 

One of the key attractions in the region is Kings Park; a 400 hectare park located 

within walking distance of the Perth central business district (CBD). The park 

is home to a range of flora, fauna and recreational opportunities and provides 

visitors with a spectacular view over the city and Swan River. 

The metropolitan area is also home to a range of cultural assets including the 

Western Australian Museum, the Art Gallery of Western Australia, the Perth Mint 

and Swan Bell Tower, which provide visitors with a taste of Western Australian 

history and local culture. 

The Perth region contains many entertainment options - a range of cafes, 

restaurants, theatres, retail outlets and an increasing number of small bars and 

nightlife options. Northbridge is the main entertainment precinct in the region, 

however East and West Perth, Subiaco, Leederville, South Perth, Mt Lawley and the 

King Street precinct have become entertainment hubs in their own right. 

Overall, the pristine and unspoilt environment of the region, coupled with a 

relaxed cosmopolitan lifestyle are often cited by visitors as key strengths of the 

region. 

“It’s a great place, beautiful and clean, lovely, very relaxed.” 

(Interstate visitor) 5 

“The Swan River, the art galleries and the city’s symphony 

orchestra – there is a good cultural base which is significant 

for a city of this size and it has a little bit of everything rather 

than one element.” (Destination stakeholder) 

“It’s a very beautiful city. We love the river it’s so very clean.” 

(Chinese visitor) 5 

10 



Current Performance: 

For some, Perth is viewed as a stagnant destination that is a ‘quick win’ in terms of the state’s tourism priorities, assuming development barriers can be overcome. For 

others it is seen to be declining and needing enormous work to be reinvigorated. 

Balancing these different perspectives, it is felt that Perth is at the latter stages of stagnation, and is potentially on the precipice of either rejuvenation or decline, depending 

heavily on the ability to stimulate development over the next five to ten years. 

“Work has to be done in Perth – not sure what it is; but 

there’s a sense of ‘dullsville’. We have a lot of events but we 

lack the buzz of Melbourne or Sydney. It doesn’t have that 

sense of excitement of a city.” (Statewide stakeholder) 

“Perth needs to become appealing again, not just a ‘gateway’ 

to other destinations. It is – and should be – 

a destination in its own right.” (Statewide stakeholder) 

Current Lifecycle and Performance of Perth sub-region: 

Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities 

Perth Rejuvenation High Medium Medium Medium 

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

Annual Holiday/Leisure Overnight Visitors 2001-2008 

Local Government Area Intrastate Interstate International Total 

City of Perth 259,400 189,800 269,700 718,900 



11

Access 

Being home to all but one of the international air services into the state, the Perth 

region is clearly the gateway for visitors into Western Australia. Currently there 

are direct flights from 13 international destinations into Perth, with the majority of 

these coming from South East Asia. Some of these destinations such as Singapore 

and Kuala Lumpur are key connecting hubs for European traffic. The region is 

also a key hub for interstate traffic, with services to all capital cities except Hobart. 

In addition, major regional centres in Western Australia are served by numerous 

flights from the Perth region. 

Growth in aviation services has been significant in recent years with passenger 

movements at Perth Airport increasing by 46% (or three million passenger 

movements) between 2005 and 2009. 6 This increase in traffic movement has 

been the result of significant growth in business traffic (particularly intrastate 

business traffic) within the state and the increase in interstate and international 

leisure traffic brought about the addition of low cost services on key routes 

by new airlines such as Jetstar, Tiger Airways and Air Asia X. As a result of this 

increased traffic, facilities at Perth Airport have become stretched and are in 

significant need of improvement. In addition to the need to improve facilities at 

Perth Airport, the need to improve transport links to and around the airport 

is also seen as a major priority. 

In recognising this need for improved facilities, Westralia Airports Corporation 

(owners of Perth Airport) have committed to a significant upgrade over the 

coming ten years that will increase capacity, improve facilities and merge both the 

international and domestic terminals together. Improved transport links to and 

around Perth Airport have been identified as a national infrastructure priority by 

Infrastructure Australia with the project beginning to receive funding from the 

State Government. 

In terms of rail services, the region is home to the Indian Pacific which provides 

access to Adelaide and Sydney, as well as home to regional rail services which 

provide access to Kalgoorlie, Bunbury and Northam. The Perth region is also the 

hub for the suburban passenger rail service that provides access into Mandurah 

(Peel and Rockingham), Armadale (Perth Hills), Midland (Swan Valley), Joondalup 

(Sunset Coast) and Fremantle. 

Bus services are also well served in the region, with Transwa providing a variety 

of public transport options around the south west corner of the state (north to 

Kalbarri and east to Esperance) and Greyhound Australia providing access to other 

areas. The region is also served by a suburban bus service, the highlight of which 

is the CAT bus that provides passengers with a free service around key attractions 

in Perth City. 

“The airport needs redevelopment especially to the terminals. 

They need to increase the capacity and the level of service.” 

(Statewide stakeholder) 

“The CAT buses are wonderful.” (New Zealand visitor) 5 

12 



Accommodation 

The Perth region is currently served by range of accommodation options including 

hotels, serviced apartments and backpackers, most of which centre around the 

CBD and Northbridge areas. Despite a range of accommodation stock, there 

is seen to be a chronic under supply of accommodation in the region. This 

under supply in accommodation has been driven mainly by significant increases in 

demand, particularly amongst business travellers. These increases in demand have 

resulted in Perth having some of the highest occupancy rates of any city in the 

world which has both reduced the availability and affordability of accommodation 

for leisure travellers to the region. 

As a result, stakeholders are unanimous in their view that the region requires 

fresh and varying styles of accommodation to suit different traveller needs. 

Most importantly, it is felt that work is needed to ensure that the city is able 

to offer a range of quality accommodation at different price points, such as 

an internationally regarded five star hotel and self-contained apartment style 

accommodation on the edge of the city. 

In addition to the need to develop additional stock, there is also seen to be 

an urgent need to refresh existing accommodation stock in the region. High 

occupancy rates due to increased demand have resulted in establishments 

choosing not to take their room’s offline in order to upgrade them. This has 

resulted in some accommodation stock being old and tired and in significant need 

of rejuvenation. 

Despite these needs, it must also be acknowledged that there are a number 

of significant impediments to both refurbishing existing accommodation and 

developing additional accommodation in the Perth region. Firstly, economic 

growth in WA over the last decade has been substantial, driven largely by the 

resources sector which has created high competition from the corporate sector 

for what limited amount of land is available in the Perth CBD area. Secondly, this 

strong economic environment has also increased labour and building costs, which 

have in turn made it cost prohibitive to either refurbish existing accommodation 

or obtain an adequate return on investment from developing additional 

accommodation. As a result, investors and developers are encouraged to develop 

property for commercial business leasing purposes, rather than accommodation 

purposes, due to the higher economic returns achieved. 

While these macro-economic factors may limit opportunities, the development and 

rejuvenation of accommodation stock in the Perth region is still seen as an urgent 

priority. As part of addressing this priority, the release of hotel sites in areas of 

precinct development, such as the Perth Waterfront, Northbridge Link, Riverside 

in East Perth and China Green in Subiaco is seen as essential. More detail on these 

precinct developments and their significance can be found in the amenities section. 



13

Attractions and activities 

Much of the appeal of the Perth region comes from its natural attractions 

including Kings Park and the Swan River. These two significant assets provide 

the opportunity for a range of activities including biking, walking and sailing. The 

continued protection and enhancement of the Swan River and Kings Park is a key 

priority for the region, together with the increased provision of opportunities for 

visitors to access and enjoy these attractions. 

In addition to the natural assets, the region has numerous cultural assets such as 

the Western Australian Museum, the Art Gallery of Western Australia, the Perth 

Mint and Swan Bell Tower. Along with this rich base of cultural assets, Perth has a 

growing arts community and vibrant cultural scene. In the events area, support of 

the Perth Fashion Festival and the One Movement Festival are examples of where 

tourism and the arts work together to successfully promote a vibrant arts scene in 

Perth. Other events of note within the Perth region include the Red Bull Air Race, 

Perth Wildflower Festival, Avon Descent and the Perth International Arts Festival. 

Just over the Narrows Bridge, or a short ferry ride across the river from the City 

is South Perth, home to the expansive South Perth Foreshore, a range of dining, 

shopping and entertainment options as well as the Perth Zoo, a key visitor 

attraction. Further east along the river on the southern bank is the Burswood 

Casino and Entertainment Complex offering a range of cafes and restaurants, 

theatres and nightlife options. On the opposite bank of the river to Burswood 

is East Perth, a vibrant hub of activity which is home to the Western Australian 

Cricket Association ground (the WACA), one of the State’s premier event venues. 

While there is debate as to the need to develop new attractions in Perth, there is 

a drive for the development of a cable car linking the Perth waterfront to Kings 

Park, an attraction which would provide a much needed connection between 

two key visitor attractions. In addition, the City of Perth and the Heirisson Island 

Sculpture Park Committee are progressing the development of a sculpture park 

on Heirisson Island. 

“Some people just go to Kings Park and then head out of Perth. 

But there are lots of events in the park as well. A connection 

such as a bridge or cable car between the river and park could 

be a very good thing.” (Statewide stakeholder) 

It is generally seen that the clear priority for the region in providing visitors with 

additional things to see or do is in the development of tourism precincts that 

provide a focal point for visitation in the region. These tourism precincts have 

the ability to stimulate major investment in tourism related infrastructure such as 

accommodation and attractions, as well as providing for investment in tourism 

related amenities such as restaurants, cafes and entertainment options. The 

development of tourism precincts is discussed in detail in the following section. 

14 



Amenities 

While blessed with significant natural assets and an extensive range of visitor 

amenities, the Perth region is seen to be lacking in terms of its offering as a major 

capital city. Many stakeholders are concerned that Perth appears to be ‘stuck’ as 

a small gateway with a regional town mentality, and comment that the region 

needs to move to being an internationally renowned destination in its own 

right. In achieving this goal, there is seen to be the need to increase the vibrancy 

and atmosphere of the Perth CBD area, particularly at night time and on the 

weekends after the central business district (CBD) closes down. In addition, it has 

been identified that as Perth has grown as a city, it has sprawled, and from a tourism 

perspective the key nodes of attraction and activity are disparate with limited 

connectivity. 

“Perth needs places that have atmosphere and are lively!” 

(Regular Experience Perth visitor) 

Critical to increasing the vibrancy of the destination is the need to obtain a 

‘critical mass’ of local residents congregating at key locations within the city area. 

While the recent advent of small bars entering the city is seen to be a step in the 

right direction, many feel that more needs to be done in this area. As such, the 

development of multi-use precincts that both provide for both short stay and 

residential accommodation and stimulate investment in restaurants, cafes, retail 

attractions and other entertainment options is seen as the way forward. 

Of primary importance in this area is the planned Perth Waterfront Development 

in the space between the Swan River and Perth CBD. This waterfront land is felt to 

be a major but underutilised tourism asset that has the potential to be developed 

into Perth’s premier tourism precinct. The securing of additional accommodation 

stock along with the development of an Indigenous Centre of Culture and Art 

are seen as tourism priorities in this significant development. 

“Our priority should be establishing a vibrant place at the 

river’s edge, with restaurants, promenades and street art.” 

(Statewide stakeholder) 

The planned development of the Northbridge Link, connecting the Perth CBD 

area to the adjacent Northbridge entertainment precinct through the sinking of 

the existing railway line, is also considered a significant opportunity for precinct 

development. This project will free up land for accommodation and amenity 

development as well as providing improved access to the Perth Cultural Centre, 

another precinct development linking venues such as the Art Gallery of Western 

Australia, State Library of Western Australia, Western Australian Museum and State 

Theatre Centre. 

Other precinct developments in the area, including the Burswood Peninsula 

redevelopment, Riverside redevelopment in East Perth and the China Green 

redevelopment in Subiaco all provide opportunities for the establishment of 

additional accommodation stock and investment in tourism related amenities. 

In addition to developing tourism precincts, there is also seen to be a significant 

need to develop key arts and sports related infrastructure in the region. Perth 

currently hosts a range of sporting and arts related events that have the potential 

to attract interstate and international visitation. However, the lack of capacity at 

Subiaco Oval often limits the ability of visitors to get tickets to big sporting events, 

while the lack of a suitable indoor arena and outdated theatre facilities are also 

significant issues. In addressing this need, the State Government has financed 

the development of a new State Theatre Centre and new indoor arena in the 

Northbridge area. 



15

In 1994 and again in 2009 the WA Government and the City of Perth commissioned 

world-renowned Danish architect Jan Gehl to undertake a study of pedestrian Perth 

to provide recommendations to improve the public spaces and physical environment 

of the city. This work has informed and continues to inform the public works 

projects in the city and is assisting to transform Perth into a more people-friendly 

destination. 

The East Perth Redevelopment Authority (EPRA) is also investing a significant amount 

of resources into ensuring public spaces are activated to enliven the public realm. 

These efforts are helping capitalise on Perth’s wonderful climate, outdoor lifestyle 

and friendly atmosphere - all known key attractors for visitors to Western Australia. 

Other priorities for amenity improvement in the region include: 

• Improving signage across the city to provide for ease of navigation and to 

reflect a unified approach to visitor servicing; 

• Improvements in coach access and parking in the city; 

• The identification of a permanent site for the Perth Helipad within the Perth 

environs; 

• The development of jetty mooring facilities along the Swan River to help 

facilitate a water taxi service and additional marine based activities; 

• The facilitation of a formalised taxi rank in Northbridge to better cater for 

demand during peak periods. 

16 



Strategic Priorities for the Perth Sub-Region 

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Experience Perth tourism region. It is 

important to remember that these priorities do not cover all areas of destination development, such as marketing and events. Tourism WA will monitor the progress of 

priorities and may assist in facilitation. 

1) Facilitate the development of additional accommodation stock in precinct developments 

A major barrier to the ongoing growth of tourism in the state is the lack of suitable quality accommodation in the Perth region. Specifically, there is the need for additional 

international standard four to five star hotel development in the Perth CBD area, as well as additional self contained accommodation stock in areas outside of the Perth 

CBD. While a lack of available land in the region restricts the construction of additional accommodation, the development of precincts provides the opportunity for land 

to be set aside for tourism accommodation. This development of additional tourism accommodation in the region is seen as one of the top priorities for developing the 

tourism industry in Western Australia. 

Key projects include: 

Priority Project Key agencies Timeframe 

Very High 

Facilitate the development of tourism accommodation stock as part of the Perth 

Waterfront development 

Department of Planning 

1-5 years 

Very High 

Facilitate the development of tourism accommodation stock as part of the Northbridge 

Link development 

EPRA 

1-5 years 

High 

Facilitate the development of tourism accommodation stock as part of the Burswood 

Peninsula development (including Belmont Racecourse) 


1-5 years 

High 

Facilitate the development of tourism accommodation stock as part of the Riverside 

development in East Perth 

EPRA 

1-5 years 

High 

Facilitate the development of tourism accommodation stock as part of the China Green 

development in Subiaco 

Subiaco Redevelopment 

Authority 

1-5 years 



17

2) Develop Perth Waterfront to be the premier tourism precinct in the Perth region 

The redevelopment of the waterfront around Barrack Street and the Perth Convention Exhibition Centre into a vibrant people-orientated precinct will provide one of the 

most significant tourism assets created in the city for decades. This precinct’s development has the potential to stimulate major investment in tourism related infrastructure 

and provide a focal point for visitors in the Perth’s CBD. As a result, the precinct should have a significant tourism focus allowing for the development of accommodation, 

built attractions and cafes and restaurants. The development of an Indigenous Centre of Culture and Arts and a cable car linking to Kings Park have been identified by 

Tourism WA as key tourism related developments in this project. 


Very High Develop Perth Waterfront to be the premier tourism precinct in the Perth region Department of Planning 5-10 years 

3) Develop the Perth Cultural Centre precinct to provide improved access to key cultural assets 

The development of the Perth Cultural Centre precinct will provide a people orientated area linking venues such as the Art Gallery of Western Australia, State Library of 

Western Australia, Western Australian Museum and State Theatre Centre. This precinct will in turn link to the new Northbridge link precinct and provide visitors with a vital 

and exciting cultural based experience. 


Very High 

Develop the Perth Cultural Centre Precinct to provide improved amenities and access to 

key cultural assets 

EPRA 

1-5 years 

4) Secure the development of the Northbridge Link project 

The linking of the Perth CBD with Northbridge through sinking the rail line between the freeway and Perth Central Train Station is one of the key infrastructure projects in the 

country. This sinking of the rail line will open up new land for private investment and will improve access to the Northbridge area including the Perth Cultural Centre precinct. 


Very High 

Develop the Northbridge Link Precinct to provide improved amenities and access to key 

cultural assets 

EPRA 

1-5 years 

18 



5) Redevelop Perth Airport and upgrade supporting infrastructure 

Between June 2005 and June 2009, passenger movements at Perth Airport increased by over three million (46%). 6 With this massive increase in traffic, current facilities including 

parking have been under severe strain. According to research conducted by Tourism WA, this strain has impacted on both visitor and local resident experiences. 7 As a result, 

Perth Airport needs to be urgently redeveloped to meet increasing demand and changes in aeroplane technology. An integration of the international and domestic terminals and 

improvements in visitor servicing are priorities in this redevelopment, along with an improvement in public transport access and improvements to the arterial road network around 

Perth airport. 



Very High 

Redevelop Perth Airport 

Westralia Airports Corporation, 

Department of Transport 

1-10 years 

Very High Upgrade arterial road network around Perth Airport Main Roads, Department of Transport 1-10 years 

High 

Facilitate improved public transport links to Perth Airport 

Department of Transport, 

Westralia Airports Corporation 

1-10 years 



19

6) Secure the development of key arts and sports related infrastructure in the Perth region 

Major stadia in Perth will contribute to attracting visitors as well as generating significant promotional value of WA through the hosting of international and national 

rugby and soccer matches, Australian Rules Football and other sporting and entertainment events. In order to maximise the opportunities, meet the needs of a growing 

population and a changing demographic, and to provide a high quality spectator experience to an international audience, separate facilities are required. For Rugby and 

Soccer this necessitates a modern stand-alone International Standard rectangular stadium; for Australian Football an oval playing surface and modern infrastructure. New 

and larger stadia of this nature will ensure Perth and WA receive high level exposure to the world while helping to strengthen WA’s case when pursuing entertainment and 

sporting major events. It will put the State in a stronger negotiating position as a result of venues having increased spectator and ticket sales capacity. 



Very High Complete development of the Perth Arena Venues West 1-5 years 

Very High Complete development of the State Theatre Centre of Western Australia Department of Culture and the Arts 1-5 years 

Very High 

Secure the development of an expanded outdoor stadium 

Department of Treasury and Finance, 

Department of Sport and Recreation 

1-5 years 

20 



7) Ensure tourism related needs are incorporated into the regeneration of public spaces in the Perth region 

The work of world renowned Danish architect Jan Gehl continues to inform the public works projects in the city and is assisting to transform Perth into a more peoplefriendly 

destination. In the continuation of this regeneration, it is essential that tourism related needs are incorporated into the overall improvement of areas in which 

interstate and international visitors are focused (i.e. the Perth CBD). Of specific focus is the need to provide improved areas for coaches to pick up and drop off visitors 

outside hotels and other points of interest. 



High 

Ensure tourism related needs are incorporated into the regeneration of public spaces in 

the Perth region 

City of Perth, EPRA 

1-5 years 

High Facilitate improvements in coach access and parking in the Perth CBD City of Perth 1-5 years 

8) Improve directional and interpretive signage in the region 

Stakeholders feel that there is considerable room to improve the ease of access to visitor information, as well as improve the quality of tourism-related directional and 

interpretive signage in the Perth region. As a result, it is recommended that local government work with Main Roads to improve the quality of signage around the region. 


High Improve directional and interpretive signage in the region Local Government, Main Roads 1-5 years 



21

9) Ensure tourism needs are incorporated into planning for the protection and enhancement of the Swan River 

The Swan River is a significant, but possibly underutilised, natural asset on which many attractions and activities in the region are based. Currently, the Swan River 

Protection Strategy is being developed to establish a coordinated management plan to protect and enhance the amenity of this significant natural asset. In developing this 

strategy, it is essential that tourism related needs are considered. 



Medium Facilitate the development of jetty mooring facilities in identified areas along the Swan River Department of Planning, Swan River Trust 1-5 years 

Medium Develop the Swan and Canning river trail system including walking, cycling and kayaking trails Department of Planning, Swan River Trust 1-5 years 

10) Develop a world class arts and tourism destination at Heirisson Island. 

Heirisson Island (located on the Swan River between East Perth and Victoria Park) has significant potential from a tourism perspective due to its natural and cultural 

heritage and its proximity to the city. In recognition of this potential, the Heirisson Island Sculpture Park Committee has plans to develop a world class sculpture park 

on the island. 


Medium 

Develop a world class arts and tourism destination at Heirisson Island. 

City of Perth, Heirisson Island 

Sculpture Park Committee 

1-5 years 

11) Identify a permanent site for the Perth Helipad within the Perth environs 

Currently, the Perth Helipad is temporarily located in East Perth near Trinity College. However, with the planned redevelopment of the East Perth area (the Riverside 

development), this helipad will need to be relocated. As a result, the identification of a permanent site for this helipad within the Perth environs is seen as a priority. 


Medium Identify a permanent site for the Perth Helipad within the Perth environs Department of Planning, City of Perth 1-5 years 

22 



Fremantle and Rottnest Sub-Region 

Includes the Cities of Cockburn and Fremantle and the Town of East Fremantle 


Fremantle and Rottnest 

PERTH 

Rottnest Island 

TOWN OF EAST 

FREMANTLE 

FREMANTLE 

CITY OF FREMANTLE 

CITY OF COCKBURN 

0 2 4 

Km 



23


Although only small in size, the Fremantle and Rottnest region contains some of 

Western Australia’s most recognised tourism locations. 

Located just a short drive from the Perth CBD, the city of Fremantle is both a 

popular day trip destination and an alternative place to stay for interstate and 

international visitors to Perth. Renowned for its heritage buildings, the city is 

also well known for its Fishing Boat Harbour, working port, weekend markets, 

alternative retail options, events, nightlife and café culture. 

“Fremantle has so much to do and it’s kept a lot of original 

features. It’s one of Perth’s best kept towns.” 

(Destination stakeholder) 

Rottnest Island, located 19km off Fremantle is also a well-loved destination, 

particularly amongst the local Perth population. The appeal of the island’s 

spectacular beaches, unique heritage, restricted vehicle access and extensive 

marine life and wildlife (such as quokkas), draws significant numbers of visitors for 

daytrips and extended holidays. 

“Rottnest Island is known for its proximity to the mainland 

and its natural environment, including the beaches. Also 

the affordability of accommodation and the variety of the 

experiences, for example snorkelling and diving, parasailing 

and adventure tourism.” (Destination stakeholder) 

“It’s an iconic holiday destination for many locals and it’s an 

A-class reserve with its unspoilt environment and beaches.” 


24 




Fremantle has been heavily geared towards tourism since its major overhaul more than 20 years ago (in the lead up to the defence of America’s Cup in 1987), and is now 

considered to be a consolidated tourism destination. However, given Fremantle’s rejuvenation was some time ago, the town would now benefit from further streetscape 

enhancements to improve its visual amenity. 

In contrast, Rottnest has been regarded as a significant destination for intrastate overnighters and interstate and international day trippers for a number of decades. In 

recent times the Rottnest Island Authority (the island manager) has taken significant steps to refresh and expand the islands tourism offering, and as a result the island is 

considered to be in a stage of rejuvenation. 

Current Lifecycle and Performance of Fremantle and Rottnest sub-region: 


Fremantle Consolidation High Medium High High 

Rottnest Rejuvenation High Medium Medium Medium 


Annual Average Holiday/Leisure Overnight Visitors 2001-2008 3 


Rottnest* n/a n/a n/a 110,000 

City of Fremantle 17,800 22,100 24,100 64,000 

*Data provided by the Rottnest Island Authority for the 2008/09 financial year. Additional figures from the Authority indicate that the Island received around 365,000 

visitors by ferry in 2008/09, with an additional estimate of 200,000 visitors via private vessel. 



25

Access 

In regards to access, Fremantle is seen to be well served, with a good road 

network into the city, a range of public transport options including a suburban rail 

service connecting Fremantle to Perth and a free local bus service that provides 

access to key sites in the area. The city is also home to a passenger terminal which 

services an increasing number of cruise ships throughout the year, particularly in 

the summer months. 

While the standard of access in and around Fremantle is high, there are seen to 

be some areas for improvement, including the facilitation of additional public 

transport options between Perth Airport and Fremantle. 

Ferry services that operate from Hillarys Boat Harbour, Barrack Street Jetty 

and Fremantle provide the main form of access to Rottnest Island. Significant 

improvements to the range, quality and speed of ferry services have taken place in 

recent times with the aim of improving the value for money of visiting Rottnest. 

The limited use of vehicles is one of Rottnest Island’s main appeals. As a result, 

access around Rottnest Island is limited to mainly walking and cycling. While these 

are the main forms of transport around the island, a hop-on-hop off bus service 

and some tour operators provide access to different points of interest. 

26 



Accommodation 

While Fremantle has a range of accommodation including hotels, self contained 

apartments, backpackers, bed and breakfasts and a couple of caravan parks south of 

the city, there is seen to be the urgent need to improve accommodation stock in the 

area. This need is magnified with the accommodation shortage in the Perth CBD. 

“More accommodation is needed. When there is a mining 

boom there is no accommodation for tourists, especially in 

Fremantle and Perth.” (State stakeholder) 

Despite a range of accommodation options on Rottnest, stakeholders acknowledge 

that there is a need to provide alternative accommodation options at different price 

points to cater for the needs of a broader domestic and international market. 

“They need to develop more products and services and a 

different level of accommodation, for example a five star hotel 

on the island. There is a need for more accommodation services 

to sustain the demand in peak periods.” (State stakeholder) 

While there is a need for additional accommodation, the lack of available land 

coupled with the priority to maintain the heritage feel of city means that additional 

development is often problematic. As such, the conversion of heritage 

buildings into hotels (such as at Henderson Street) and the facilitation of tourism 

accommodation (and other visitor amenities) at proposed developments such as the 

Fremantle Harbours redevelopment (including redevelopment of Victoria 

Quay) and the proposed development at North Port Quay are seen as priorities 

for alleviating the accommodation shortage in the area. 

Rottnest Island also has a range of accommodation options, including hotels, 

self contained chalets and camping. While accommodation is generally available 

throughout the year, significant demand at Easter and during summer school 

holidays means that a ballot is required to determine which visitors are able to stay 

overnight on the island during these times. As this ballot occurs many months before 

peak periods, the ability of interstate and international visitors to stay overnight on 

the island during these busy times is significantly reduced. 

While there is some opposition to further development on Rottnest Island, primarily 

amongst local Perth residents, the need to expand the accommodation offering 

on the island is seen as critical for ensuring the long term accessibility and viability 

of Rottnest as a tourism destination. In recognition of this, a number of proposed 

tourism developments have been planned, including: 

• The development of hotel style accommodation on land to the south of the 

current Rottnest Island hotel 

• The planned development of new camping grounds or eco-type 

accommodation 

• The planned development of four to five star accommodation in the Mount 

Herschel area 

For further information about other priorities for Rottnest Island, please refer to 

the Rottnest Island Management Plan available at rottnestisland.com. 



27


Fremantle is well renowned for heritage and history including its well preserved 

19th century streetscape. There are many attractions and activities that revolve 

around the heritage and history experiences in the city including the Fremantle 

Prison, Western Australian Maritime Museum, the Round House and Fremantle 

History Museum. While currently well capitalised upon, stakeholders feel that 

there are further opportunities to build upon Fremantle’s heritage and 

multicultural history through the coordinated development of additional 

interpretation and facilitation of tour development. 

The city is also known for its vibrant arts scene and home-grown events, including 

the Blessing of the Fleet, Fremantle Festival and Street Arts Festival. There are also 

numerous other popular attractions in the city including the Fremantle Markets 

and Fishing Boat Harbour. 

Rottnest is well known for the opportunity it provides its visitors to cycle (or catch 

a bus) to the island’s numerous marine based attractions. These marine based 

attractions include pristine beaches and the activities such as fishing, diving, 

surfing and snorkelling. Rottnest also offers numerous historical experiences 

revolving around the island’s history as a prison for local Aborigines and a base 

for World War II activities. While the Rottnest Island Authority has plans to further 

develop attractions and activities on the island, stakeholders see the further 

development of interpretation and experiences revolving around the 

heritage and history of Rottnest as a priority. 

Amenities 

Fremantle is generally seen to have an excellent range of tourism-related 

amenities. There are numerous cafes and restaurants, excellent nightlife and 

a range of independent operators that provide unique shopping experiences. 

However, there are also seen to be significant opportunities to improve some basic 

visitor amenities such as car parking, signage and visitor servicing in preparation 

for the International Sailing Federation (ISAF) World Championships that will be 

held in Fremantle in 2011. 

In addition, the refurbishment of the Fremantle Passenger Terminal and the 

need to expand conference facilities in Fremantle and Rottnest are seen as 

priorities for the region. 

“Fremantle needs more corporate businesses to cover from 

Monday to Thursday when there are no tourists and it needs 

more floor space to hold these businesses. This is a crucial 

for Fremantle to move forwards in terms of infrastructure.” 


While Rottnest is seen to have the vast majority of amenities and services 

needed to meet the needs of visitors, it is recognised that the provision of utility 

infrastructure on the island is a major issue paramount to the sustainability of 

the tourism experience. Due to the age of utility infrastructure on the Island, an 

investment in upgrade, refurbishment or replacement of utilities infrastructure is 

required. In working towards this, the Rottnest Island Authority will complete a 

review looking at the most cost effective way of supplying utilities on the Island. 

28 



Strategic Priorities for the Fremantle and Rottnest Sub-Region 

The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Experience Perth 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 diversified accommodation stock on Rottnest 

The requirement for higher end accommodation is seen to be part of a larger need to provide alternative accommodation options at different price points to help alleviate 

accommodation shortages on the island. In recognition of this, the Rottnest Island Authority has a number of accommodation initiatives planned. 



Very High 

Development of the Mount Herschel site on Rottnest Island for 4-5 star tourism 

accommodation 

Rottnest Island Authority, 

Landcorp 

1-5 years 

High Develop additional hotel style accommodation on land adjacent to current hotel Rottnest Island Authority 1-5 years 

High Develop additional camping or eco type accommodation Rottnest Island Authority 1-5 years 

2) Encourage and facilitate the conversion of heritage buildings and Crown land sites for tourism accommodation in Fremantle 

Due to a lack of available land and need to preserve the heritage feel of city, there are limited opportunities to alleviate the accommodation shortage in Fremantle. As a 

result, the conversion of heritage buildings into sites for tourism accommodation is seen as a priority. In the short term, work is being done to both secure the release of 

suitable Crown land sites for tourism accommodation development, and encourage the conversion of existing heritage buildings. 



High 

Secure the release of the Henderson Street Landbank site for the development of tourism 

accommodation 

City of Fremantle 

1-5 years 



29

3) Ensure tourism related development is incorporated into large scale redevelopment projects in the region 

There are numerous planned developments and redevelopments in the Fremantle area that provide the opportunity to develop additional tourism accommodation and 

facilities. In addition to these developments there is a significant need to refurbish the Fremantle Passenger terminal to better cater for the significant number of cruise ship 

visits each year. 

Key project include: 


High 

Refurbishment of the Fremantle Passenger Terminal 

Fremantle Port Authority, 


1-5 years 

High 

Investigate the opportunity to establish additional tourism accommodation and facilities 

as part of Fremantle Harbours redevelopment (focusing around Victoria Quay) 

Department of Planning, Fremantle 

Port Authority, 


1-5 years 

Medium 

Investigate the opportunity for accommodation development as part of the proposed 

North Port Quay development 

North Port Quay 

1-5 years 

Medium 

Facilitate the development of affordable short stay accommodation at Woodman Point 

Department of Environment 

and Conservation 

1-5 years 

4) Improve visitor amenities in Fremantle in preparation for the 2011 ISAF Sailing World Championships 

With the 2011 ISAF Sailing World Championships expected to bring up to 5,000 visitors from 75 countries into Fremantle for the biggest sailing event since the 1987 

America’s Cup defence, there is seen to be the need to improve some basic visitor amenities in the Fremantle area. Areas for focus include visitor information and servicing, 

directional signage and the need for additional parking. 


High 

Improve visitor amenities in Fremantle in preparation for the 2011 ISAF Sailing World 

Championships 


1-5 years 

30 



5) Facilitate the development and expansion of convention/conference facilities in Fremantle 

The consolidated nature of Fremantle’s attractions and amenities such as cafes, restaurants and entertainment options make it a popular destination for conferences and 

meetings. While there are some existing conference and meeting facilities in the area, the further development of additional facilities is seen as important. 


Medium Facilitate the development of convention/conference facilities in Fremantle City of Fremantle 1-5 years 

6) Facilitate the further development of interpretation and experiences revolving around the heritage and history in the region 

The Fremantle area is seen to offer numerous experiences that revolve around the region’s multicultural and maritime past. On Rottnest, historical experiences revolve 

around the island’s history as a prison for local Aborigines and a base for World War II activities. With the heritage and history of the region seen to be a key strength, 

there is the opportunity to further develop and coordinate interpretation around these experiences in the region. 



Medium 

Facilitate the development of additional interpretation around sites of historical 

significance on Rottnest (including the coastal walk trail and Aboriginal burial ground) 

Rottnest Island Authority 

1-5 years 

Medium 

Facilitate the development and better coordination of interpretation around sites of 

historical significance in Fremantle 


1-5 years 



31

Swan Valley and Perth Hills 

Swan Valley and Perth Hills Sub-Region 

Includes the Cities of Armadale, Gosnells and Swan, 

the Shires of Chittering, Kalamunda, and Mundaring 

and the Town of Bassendean 


BINDOON 

Annual Average Holiday/Leisure Visitors 2001-2008: 3 


258,300 nights 


SHIRE OF CHITTERING 

TOODYAY 

Walyunga 

National Park 

CITY OF SWAN 

PERTH 

GUILFORD 

Greenmount 

TOWN OF National Park 

BASSENDEAN 

Gooseberry Hill 

National Park 

KALAMUNDA 

CITY OF GOSNELLS 

John Forrest 

National Park 

Kalamunda 

National Park 

Lesmurdie Falls 

National Park 

Pickering Brook 

National Park 

MUNDARING 

Mundaring 

National Park 

SHIRE OF KALAMUNDA 

SHIRE OF MUNDARING 

Helena 

National Park 

ARMADALE 

Canning 

National Park 

CITY OF ARMADALE 

0 5 10 

ROCKINGHAM 

Km 

32 




The Swan Valley is recognised as WA’s oldest wine producing region and is one 

of the most popular day trip destinations in Western Australia. Located within 

25 minutes drive from Perth, the region offers a range of good quality products 

and experiences, including wineries, breweries, golf courses and art galleries. 

Underpinning the tourism product in the region is the rural landscape which is 

characterised predominantly by areas under vine for both wine and table grape 

growing. The equine industry is developing strongly in this region and this, 

together with the horticultural activities, add to the picturesque setting which is a 

key driver of visitation to the region. The Swan Valley is well connected with walk, 

cycle, road and river access. 

Local towns of note within the Swan Valley include Guildford and Midland. 

Guildford offers enormous heritage value with walking trails and a heritage 

precinct, which includes a jail and courthouse. Midland also has its own story and 

heritage and is known for its railway workshops and heritage buildings. Midland 

is a bustling regional centre, predominantly servicing the area east of Perth with a 

growing population and industrial/commercial base. 

One of the most popular attractions within the area is the Mundaring Weir. 

The Weir is an attraction which has received international recognition for its 

architecture and is a popular daytrip destination. The Weir supplies water to the 

Goldfields and agricultural areas and is also the start of the Golden Pipeline 

Heritage Trail, which takes motorists from Perth to Kalgoorlie following the path 

of the pipeline. The Perth Hills National Park Centre is also a major educational 

tourism attraction located near Mundaring Weir. This centre is operated by 

Department of Environment and Conservation and incorporates education 

programs, a popular camping ground, a visitor centre and a retail shop. 

Local towns of note within the Perth Hills (including Armadale, Kalamunda and 

Mundaring) are known for their history, crafts, markets, railway heritage and 

nature based offering (inclusive of the popular Araluen Botanic Gardens). 

Also included in the region is the Chittering Valley, an area north east of Perth 

popular for its fresh produce, wineries and drive routes. 

The Perth Hills area is known for its national and regional parks containing 

waterfalls, water catchments, flora and fauna as well as its nature trails such as 

the Bibbulmun Track, Kep Track and Munda Biddi Trail. Over half of the 

Perth Hills area is in the State reserve system, including John Forrest National Park, 

one of Australia’s oldest conservation areas and Western Australia’s first National 

Park. Lookouts and trails are found throughout the region, and camping facilities, 

shelters, and day use picnic areas are also offered. 



33


The Swan Valley is the most mature destination in this region and can be considered to be in a stage of consolidation. In comparison, the Perth Hills area is seen to be in 

the development stage as more operators come on line and attractions, activities and accommodation continue to be developed. 

Current Lifecycle and Performance of Swan Valley and Perth Hills sub-region: 


Swan Valley Consolidation Medium Medium High High 

Perth Hills Development Medium Low Medium Medium 


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


City of Swan 23,800 2,100 2,800 28,700 

Shire of Mundaring 7,900 300 600 8,800 

Shire of Chittering 5,500 900 900 7,300 

Shire of Kalamunda 3,300 1,600 800 5,700 

34 



Access 

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

(Top Four Local Government Areas) 3 

Local Government Area 

Day Trips 

City of Swan 309,900 

Shire of Mundaring 128,300 

City of Armadale 76,800 

Shire of Kalamunda 72,400 

At a distance of 15km to Guildford and 34km to Mundaring, key sites within the 

region are seen to be extremely accessible by road from the Perth CBD. Even the 

Chittering Valley, which is approximately 70km from the Perth CBD, can be easily 

reached within a few hours. While the region is easily accessible by car from Perth, 

options for travelling to and around the Swan Valley and Perth Hills region are 

seen to be far more limited for interstate and overseas travellers without a vehicle. 

“As long as you have a car you can get there.” 


The actual number of daytrips may be understated. Please refer to point 8 on the 

last page of this document for further information. 



35

Accommodation 

In regards to access in the Swan Valley, the increasing amount of heavy traffic 

on the Great Northern Highway is seen to be a key concern. This traffic mixes 

with recreational traffic touring around the Swan Valley, reducing the rural feel 

of the area and significantly increasing the risk of accidents. The rerouting of 

this heavy traffic onto a proposed Perth-Darwin highway link to the east of the 

Valley’s key attractions is seen as priority for ensuring the future of the region. The 

improvement of other touring routes, particularly around the Chittering Valley is 

also seen as important. 

While there are some tour operators in the Swan Valley who access attractions 

via the Swan River, there is seen to be an overall underutilisation of the Swan 

River as a transport link. While the development of water transport services 

along the river is seen as important, there is also realisation that there first needs 

to be an improvement in jetty and mooring facilities along the upper parts of the 

river. 

Apart from one major resort in the Swan Valley, accommodation options in 

the region are seen to be mainly limited to smaller operations such as bed and 

breakfasts, chalets and a few caravan parks. While increasing accommodation 

stock is seen as desirable, the region’s proximity to the other parts of the Perth 

metropolitan area means that current overnight visitation is low, with limited 

demand from visitors (particularly intrastate visitors) to stay overnight in the region. 

“It’s just a bit close isn’t it? Why would I stay overnight when 

I can just drive home?” (Regular Experience Perth visitor) 

Despite this, there is still seen to be opportunities for development of additional 

accommodation stock in the region to support particular areas of demand. 

As there is seen to be a lack of three or four star accommodation for business 

travellers or groups in Midland, there is the opportunity to develop more short stay 

accommodation in this area. There is also seen to be the opportunity to develop 

additional short stay accommodation in the Swan Valley and Perth Hills 

and develop additional or improved caravan park stock in the Perth Hills to 

cater for the large numbers of caravan camping visitors that travel down the Great 

Eastern Highway. 

36 




The Swan Valley is most renowned for its food and wine experiences which revolve 

around the wide variety of restaurants, wineries, breweries and fresh produce 

outlets that exist in the area. These outlets are highly popular during weekends 

and many have become attractions in their own right. In addition to food and wine 

experiences, the Swan Valley is home to other attractions popular amongst day 

trippers including art galleries, Whiteman Park and Caversham Wildlife Park. 

In contrast, the Perth Hills is known mainly for its nature based attractions and is 

home to several national parks which provide the opportunity for walking, cycling, 

and picnicking. The area around Mundaring Weir is an extremely popular day trip 

destination, and is a hub for walkers and cyclists using the Bibbulmun Track, Kep 

Track, Railway Reserves Heritage Trail and Munda Biddi Trail. The townships 

of Armadale, Kalamunda and Mundaring also provide the opportunity to engage 

in the area’s heritage and history as well as experience arts, crafts, fresh produce 

and regional markets. In addition, the region is home to a small but emerging wine 

region. 

Both the Swan Valley and Perth Hills are home to well known local festivals such as 

Taste of the Valley, Spring in the Valley, the Avon Descent and Mundaring Truffle 

Festival. 

Perhaps the biggest issue for attractions and activities in the region revolves 

around access and competition for water. In the Swan Valley, the rural 

landscape, characterised by viticultural and horticultural pursuits, is a key drawcard 

to the region. Among other impacts on this region, the decreased availability of 

water is impacting the viability of the agricultural businesses which ultimately 

underpin the tourism offering in the region. 

In the Perth Hills, access to and the ability to undertake activities at water catchment 

areas is often limited and tourism development is often hampered by the regulations 

which apply when developing in water catchments. Furthermore, the impact of 

water related infrastructure, such as the infrastructure planned for Mundaring Weir, 

also has the potential to impact negatively on the tourism experience in the Perth 

Hills. With an increasing population in the region resulting in increasing demand for 

attractions and activities that revolve around waterways, it is essential that tourism 

agencies continue to collaborate with the Department of Sport and Recreation, the 

Department of Environment and Conservation and the Department of Water to ensure 

tourism related needs are taken into consideration in the long term planning for water 

catchment areas in the region. This includes ensuring that any offset provided by the 

Water Corporation as a result of capital works is used to improve the integration and 

orientation of the tourism-related assets at Mundaring Weir. 

Outside of issues to do with water catchment areas, a number of significant attraction 

development projects have been planned. Of particular significance is the development 

of the Kalamunda Community and Cultural Centre, a multipurpose centre 

integrating art exhibitions, local wine experiences, the existing Kalamunda Heritage 

Village and a relocated Kalamunda Visitors Centre. 

“The development will cost $5.4 million and has already 

attracted a number of new businesses including food and drink 

type businesses and art galleries.” (Destination stakeholder) 

In the Swan Valley there are plans to further expand upon the indigenous culture 

and history in the area through the development of an Indigenous Cultural Centre 

on the banks of the Swan River and the development of a memorial to Aboriginal 

historical identity, Yagan. There are also plans to develop the Swan Region Riverside 

Park, a 100 hectare recreational facility incorporating environmental, historical and 

mythological interpretation. Lastly, a rejuvenation of heritage building facades 

is planned in Guildford and Midland with the aim of preserving and enhancing the 

historical look and feel of these townships. 



37

Amenities 

While the region is generally seen to serve general visitor amenities well, there 

are specific areas that could significantly improve visitor experiences. Of primary 

importance is the need for the major rationalisation and improvement of 

directional and interpretive signage in the Perth Hills to better inform and assist 

visitors when they are in the region. In addressing this need, Tourism WA (in 

collaboration with other government departments) has conducted a signage audit 

of the Mundaring Weir precinct. The implementation of the recommendations 

from this audit, along with improvements to signage in other areas of the region is 

seen as a priority. 

With the well known Bibbulmun Track starting in Kalamunda, and the Munda 

Biddi Trail and Kep Track both starting in Mundaring, the region is an essential 

part of the trail network in Western Australia. To further capitalise on this excellent 

trail infrastructure, it is felt that a provision of pick up and drop off and other 

hiking related services could be developed by accommodation operators in the 

region. In addition, the development of additional amenities at Mundaring Weir 

(a hub for all three tracks) is seen as important for further encouraging the use of 

trails in the region. 

Because of the high visitation to national parks in the Perth Hills region, the need 

to continually improve amenities and facilities for visitors in these areas is also 

seen as a priority. 

In the Swan Valley, the need to complete the cycle network around the valley 

and continue the Swan and Helena Rivers Foreshore Trail linking to existing 

foreshore trails around the Swan and Canning Rivers is seen as important. Better 

utilisation of the Swan River foreshore through the development of commercial 

hospitality, recreation, river transport and other amenities in areas identified by the 

Swan Helena Rivers Management Framework is also seen as a priority. 

“There is a need to develop commercial aspects of tourism 

along the river, for example cafes, restaurants, bike hire and 

boat hire. An activation of the eastern foreshore development 

needs to stabilise the river bank for jetties, at which boats 

can dock.” (Destination stakeholder) 

38 



Priorities for the Swan Valley and Perth Hills Sub-Region: 




1) Protect and improve the Swan Valley experience 

The Swan Valley is one of the most popular day trip destinations in Western Australia. However the future of the destination is threatened by the continued expansion of 

the Perth metropolitan area. In order to preserve the long term future of the Swan Valley as a unique food and wine destination within close proximity of the Perth CBD, 

it is essential that tourism be considered one of the region’s key focuses. This focus should be reflected in the Swan Valley Planning Act. In addition, there is an urgent 

need to improve visitor safety and the aesthetics of the destination through the redirecting of heavy transport vehicles on the Great Northern Highway to the proposed 

Perth-Darwin Highway to be developed on the Lord Street alignment on the west side of the valley. This new transport link will assist in redirecting traffic away from key 

attractions in the valley, enhancing the rural ambience of the destination. 



High 

Ensure tourism related needs are incorporated into the Swan Valley Planning Act 

Department of Planning, 

City of Swan 

1-5 years 

High 

The development of the Perth Darwin Highway on the Lord Street alignment so as to 

move long haul heavy transport away from the Great Northern Highway 

Main Roads, 

Department of Transport 

5-10 years 



39

2) Facilitate the development of planned attractions and trail infrastructure in the area 

There are a number of significant attraction development projects that have been planned in the region including the Kalamunda Community and Cultural Centre, Swan 

Region Riverside Park and the rejuvenation of heritage building in Guildford and Midland. The development of these attractions are seen as priorities within the region 

as they will assist in expanding upon key experiences and provide a hook for attracting additional day trips. The need to complete planned trail infrastructure such as 

the Swan Valley cycle network and Swan and Helena Rivers foreshore trail is also seen as a priority. Also of significance is the need to ensure tourism related needs are 

considered and incorporated into the planned Mundaring Weir capital works program to ensure that the project is a catalyst to improve the integration and orientation of 

the tourism related assets at the Weir. 



High 

Ensure tourism related needs are considered and incorporated into the planned Mundaring 

Weir capital works program 

Department of Water, National Trust, 

Shires of Mundaring 

and Kalamunda 

1-5 years 

High Complete the Kalamunda Community and Cultural Centre Shire of Kalamunda 1-5 years 

High Complete the 32km Swan Valley Bike Trail City of Swan 1-5 years 

High 

Develop the Swan and Helena Rivers foreshore trail to link with existing trails along the 

Swan and Canning Rivers 


Swan River Trust 

1-5 years 

Medium Secure the future of the proposed Swan Region Riverside Park City of Swan, Department of Planning 1-5 years 

Medium 

Rejuvenate heritage buildings in Guildford and Midland 

City of Swan, Midland 

Redevelopment Authority 

1-5 years 

40 



3) Ensure tourism needs are incorporated into planning for the Swan River and water catchment areas in the region 

The Swan River is a key natural attraction for the Swan Valley, with many man made attractions, such as wineries, based alongside the river. In the Perth Hills, water catchment 

areas such as lakes and dams are popular spots for daytrips, providing the opportunity for hiking, biking, picniking and other activities. Because of the popularity of these 

waterways, there are concerns about the long term sustainability of these areas. In working together to secure the long term sustainability of the Swan River and water catchment 

areas in the region, it is essential that tourism agencies liaise with key stakeholders to ensure tourism related needs are considered and incorporated into any forward planning. 



High 

Ensure tourism needs are incorporated into planning for the Swan River and water catchment 

areas in the region 

Department of Environment and 

Conservation, Department of Water, 

Swan River Trust, 

Water Corporation 

1-5 years 

Medium 

Facilitate the development of jetty mooring facilities in identified areas along the Swan River 


Swan River Trust 

1-5 years 

4) Facilitate the development of diversified accommodation stock in selected areas 

While the proximity of the Perth metropolitan area to the Swan Valley and Perth Hills region limits the popularity of the region as an overnight destination (particularly for the intrastate 

market), there is opportunity to develop additional accommodation stock in selected areas. Of specific note is the need to develop short stay accommodation in Midland to cater for 

business travellers or groups, the opportunity to develop additional short stay accommodation in the Swan Valley and Perth Hills as well as the opportunity to develop additional or 

improved caravan park stock in the Perth Hills area to cater for the large numbers of caravan camping visitors that travel down Great Eastern Highway. 



Medium Secure a site for hotel development in the Midland area City of Swan 1-5 years 

Medium 

Investigate the opportunity for a caravan park development in the 

Mundaring area around the Great Eastern Highway 

Shire of Mundaring 

1-5 years 

Medium 

Investigate the opportunity for additional short stay accommodation in 

Swan Valley and Perth Hills. 

City of Swan, City of Armadale, 

Shire of Kalamunda, Shire of Mundaring 

1-5 years 



41

5) Improve tourist signage in the area 

The current signage in the Perth Hills area is seen to be inadequate in informing and assisting visitors when they are in the region. As such, it is recommended that local 

governments and key government agencies implement the recommendations of the signage audit conducted at Mundaring Weir as well as encourage signage audits and 

improvements in other parts of the region. 



Medium 

Implement Mundaring Weir signage audit recommendations 

Shire of Mundaring, National 

Trust, Main Roads, Department of 

Environment and Conservation 

1-5 years 

Medium 

Conduct signage audits in other parts of the Perth Hills region 

City of Armadale, Shire of Kalamunda, 


1-5 years 

6) Facilitate the development of ancillary services for track and trail users in the region 

With both the Munda Biddi Trail and Bibbulmun Track commencing in the region, there is seen to be further opportunities to capitalise upon this excellent trail 

infrastructure. Specifically, stakeholders feel that a provision of pick up and drop off and other hiking related services could be developed by accommodation operators in 

the region. 


Medium 

Facilitate the development of ancillary services for track and trail users in the region 

Bibbulmun Track and Munda Biddi 

Trail Foundations, Department of 

Environment and Conservation, 

National Trust, Small Business 

Development Corporation 

1-5 years 

42 



7) Improve and expand visitor amenities in national parks 

The Swan Valley and Perth Hills region is home to several national parks that are extremely popular destinations for day trippers from the Perth metropolitan area. Many 

of these day trippers also stop in townships such as Armadale, Mundaring and Kalamunda on their journey which results in a positive economic contribution to these 

communities. In order to cater for continued visitation to these popular parks, an improvement and expansion of current visitor amenities, such as shelters, parking, 

barbecues and picnic areas along with the upgrading of identified off road cycle and walk trails is required. 


Medium 

Improve and expand visitor amenities and facilities in national parks 

Department of Environment and 

Conservation 

1-5 years 

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

Considering the strong indigenous connection to the Swan Valley area, there is seen to be the opportunity to further expand the indigenous product offering in the region. 

Key projects include the development of an indigenous Cultural Centre on the banks of the Swan River and development of a memorial to Yagan in the upper parts of the 

valley. 



Medium 

Ensure tourism benefits are maximised in the development of an indigenous Cultural 

Centre in the Swan Valley 

Swan Indigenous Reference Group, 

City of Swan 

1-5 years 

Medium 

Development of the Yagan Memorial and associated interpretation 

Swan Indigenous Reference Group, 

City of Swan 

1-5 years 



43

9) Improve touring routes in the Chittering Valley 

The Chittering Valley is a popular self-drive daytrip destination for Perth residents. To further improve visitor safety in the area, the major roads in the region will need to be 

improved. 



Medium Widening Chittering Road Shire of Chittering 1-5 years 

Medium Widening Chittering Valley Road Shire of Chittering 1-5 years 

44 



Peel and Rockingham Sub-Region 

Includes the Cities of Mandurah, Rockingham, the Shires of Boddington, Murray, Serpentine Jarrahdale, Wandering, Waroona and the Town of Kwinana 


Annual Average Holiday/Leisure 

Visitors 2001-2008: 3 




ROCKINGHAM 

TOWN OF 

KWINANA 

CITY OF 

ROCKINGHAM 

ARMADALE 

SHIRE OF 

SERPENTINE-JARRAHDALE 

Serpentine 

National Park 

MANDURAH 

CITY OF 

MANDURAH 

SHIRE OF MURRAY 

SHIRE OF WANDERING 

PINJARRA 

DWELLINGUP 

SHIRE OF BODDINGTON 

Yalgorup 

National Park 

SHIRE OF 

WAROONA 

HARVEY 

Peel and Rockingham 

0 5 10 

Km 



45


The Peel and Rockingham region is approximately one to two hours south of Perth 

and includes the cities of Mandurah and Rockingham and the towns of Pinjarra, 

Dwellingup and Waroona. The region has two distinctive areas (coastal and inland) 

and is a popular region for daytrips from Perth. 

The coastal areas of the region are dominated by the cities of Mandurah and 

Rockingham. 

Once a popular but quiet coastal town, Mandurah has developed substantially 

into one of the fastest growing population centres in Australia. As a gateway 

to the Peel region, Mandurah offers beautiful beaches, waterways, good 

surfing, excellent golfing and a close proximity to Perth. The city has a range 

of accommodation, including an increasing number of business focused 

establishments. 

“It’s not the sleepy hollow it used to be.” 


While generally considered to be part of the Perth Metropolitan area, 

Rockingham is still a popular day trip destination known for its bird and marine 

experiences, including Penguin Island and swimming with dolphins. Its beaches 

offer windsurfing, swimming, fishing and also diving opportunities within the West 

Coast Dive Park. 

Inland, the tourism focus of the region shifts towards sites located around rivers, 

dams and jarrah forests. Lane Poole Reserve near Dwellingup is a popular 

camping and adventure activity destination while Serpentine National Park is a 

popular daytrip destination. The region is also known for its history, with Pinjarra 

being one of the oldest settlements in Western Australia and the Serpentine- 

Jarrahdale and Murray Shires having a long association with the timber industry. 

“The area has a relaxed atmosphere and environment, this 

encourages a relaxed way of life.” (Destination stakeholder) 

46 




After significant investment in recent years, both the cities of Mandurah and Rockingham are seen to be in a period of consolidation. Outside these areas, the rest of the Peel 

region is seen to be in a period of involvement. 

Current Lifecycle and Performance of Peel and Rockingham sub-region: 


Mandurah Consolidation High High Medium High 

Rockingham Consolidation Medium Medium Medium Medium 

Rest of Peel Involvement Medium Low Medium Medium 




City of Mandurah 167,900 10,100 9,100 187,100 

Shire of Murray 46,300 1,800 1,100 49,200 

City of Rockingham 26,300 2,400 3,800 32,500 

Shire of Waroona 17,500 500 500 18,500 



47

Access 




Day Trips 

City of Mandurah 732,600 

City of Rockingham 214,600 

Shire of Murray 104,400 

Shire of Serpentine Jarrahdale 72,600 



Access to the Peel and Rockingham region is a key strength of the area. At a 

distance of 51km to Rockingham and 72km to Mandurah, the region is easily 

accessible by road (Kwinana Freeway) from the Perth CBD. Inland parts of the 

region have become increasingly accessible from Perth with the development of 

the Forrest Highway. 

Both Rockingham and Mandurah are accessible via the suburban transport 

network from Perth, with regular bus and train services providing visitors in Perth 

with reliable access to the region. Inland areas such as Serpentine and Pinjarra are 

served by Australind rail services. 

“Access to Mandurah by train and by car is excellent, but 

other areas are hard to get to without a car.” 


With the expected growth in population of the Peel and Rockingham region over 

the coming years, an improvement in the quality of roads to key recreational 

sites in the Murray River area (i.e. Lane Poole Reserve) and the development of a 

bypass around the Pinjarra township are seen as priorities for the region. 

48 



Accommodation 

The current range of accommodation in Mandurah is seen to be extensive, with 

affordable accommodation options along the road from Mandurah to Pinjarra, and 

south of Mandurah in Dawesville. In the Mandurah CBD, there is currently a large 

range of accommodation stock, from four stars to affordable accommodation 

and houseboats. With the development of the Mandurah Marina, increases in 

accommodation stock, particularly accommodation stock targeted at the business 

market, have been significant. 

Within the affordable short-stay accommodation category, there has been 

a reduction in the amount of available stock for the tourism sector brought 

about by permanent residents looking for affordable housing solutions. Due 

to the seasonality impacts of tourism in the region, permanent residents offer 

operators income stability, however in peak times visitors are often unable to find 

accommodation in this category. 

While there is limited need for further accommodation development in the 

Mandurah CBD at the present time, there is potential for development of 

affordable accommodation in other parts of the region. Of particular focus is the 

potential to develop additional affordable accommodation in Pinjarra, at 

locations south of Mandurah, accommodation on Department of Environment 

and Conservation land and accommodation on Point Grey on the Pinjarra side 

of the Peel - Harvey inlet. At Fairbridge Village (near Pinjarra) there is also the 

opportunity to upgrade and expand the accommodation stock, particularly stock 

that caters for demand brought about by the development of the new multi-use 

conference facilities on site. 

In comparison to Mandurah, there is a lack of accommodation in Rockingham, 

due to the lack of tourism zoned land in the city. While there is minimal 

accommodation in the Rockingham CBD, there may be the opportunity to expand 

the regions accommodation stock at the Kennedy Bay development (just south of 

Rockingham) and at the Cape Peron Marina. 

At the lower end of the market, there is seen to be a shortage of camping 

opportunities, particularly in the less populated inland parts of the region. 

Specifically, the current popularity of Lane Poole Reserve as a camping 

destination has resulted in the degradation of current camping sites while the 

restriction of camping in Serpentine National Park has been seen to exacerbate 

the camping shortage in the region. As a result, the provision of additional 

camping opportunities in the inland areas of the region to cater for 

increasing demand brought about by population growth is seen as a priority. 

This may be achieved in part by the reopening of the once popular campsite at 

Gooralong in Serpentine National Park which has been closed for four years due to 

the health and safety risk of overhead pine trees that regularly shed their limbs. 



49


Many of the attractions and activities available in the region revolve around the 

coast and inland waterways. The region has an excellent variety of beautiful 

beaches which provide opportunities for fishing, surfing, boating and interactions 

with marine life such as dolphins, penguins and sea lions. The Peel Inlet and 

associated waterways (such as the Murray and Serpentine rivers) also provide 

opportunities for fishing, boating and crabbing and adventure activities such as 

kayaking and canoeing. 

There are two national parks in the region. The Serpentine National Park is a 

popular daytrip destination only 60km from Perth, while the Yalgorup National 

Park (south of Mandurah) is home to thrombolites, the world’s oldest living 

life forms. 

The area is also home to a range of man made attractions including world class 

golf courses (The Cut and Kennedy Bay), a series of dive wrecks in the West Coast 

Dive Park, industrial tourism opportunities around Pinjarra, the Hotham Valley 

Railway linking Pinjarra to Etmilyn via Dwellingup, and numerous heritage tourism 

experiences. The Forest Heritage Centre in Dwellingup is a significant attraction 

which has continual plans for expansion, including an indigenous tourism 

experience currently under development. 

Perhaps the biggest issue for attractions and activities in the region revolves 

around access to water catchment areas, particularly in Department of 

Environment and Conservation managed lands. Many of the recreational and 

camping opportunities in the region centre on the excellent access to the region’s 

rivers, lakes, dams and other waterways. However, with increasing numbers of 

visitors accessing these sites, there are concerns about the long term sustainability 

of the environment in these areas. 

With an increasing population in the region resulting in increasing demand for 

attractions and activities that revolve around waterways, it is essential that tourism 

agencies continue to work with key decision makers such as the Department of 

Environment and Conservation and the Department of Water to ensure tourism 

related needs are taken into consideration in the long term planning for water 

catchment areas in the region. In furthering education about the importance 

of protecting the Peel Inlet and its waterways, there is also opportunity to work 

further with local stakeholders to develop an attraction which fulfils environmental 

education and tourism outcomes by capitalising on the unique and internationally 

significant RAMSAR wetlands. 

Outside of the waterway systems in the region, there is also seen to be the 

opportunity to further develop experiences and interpretation around: 

• the ever growing industrial presence in inland parts of the region, particularly 

around the Alcoa refinery outside Pinjarra; 

• the indigenous heritage and history in the region, particularly around Pinjarra; 

• other sites of natural and historical significance, such as the Forest Heritage 

Centre (Dwellingup) and Fairbridge Village (Pinjarra); 

• the Forrest Highway through the implementation of the planned Binjareb 

Trail. 

The preservation and development of additional child-friendly attractions and the 

facilitation of tour development in and around Mandurah to service the leisure and 

conferencing markets are also seen as product development priorities. 

AMENTIES 

Broadly speaking, it is felt that visitor amenities are well served in the region, 

particularly around the cities of Mandurah and Rockingham. However, a lack 

of mooring and jetty facilities in the Peel Inlet and associated waterways 

is seen to limit the opportunities for recreational and house boats which results 

in unnecessary damage along the banks of the Inlet. In addition, the need to 

continue to provide amenities for camping and recreational visitors in Lane 

Poole Reserve and Serpentine National Park is seen as important. 

50 



Priorities for the Peel and Rockingham Sub-Region 




1) Ensure the provision of adequate camping and recreational opportunities in inland parts of the region 

With its close proximity to major population centres such as Perth and Bunbury, the inland areas of the Peel and Rockingham region (particularly around waterways) 

are popular areas for daytrips and camping. With an expected population increase in the Peel and Rockingham region of 160,000 by 2025 (a 77% increase on 2008 

numbers) 4 , it is essential that there is the provision of adequate camping and recreational options in inland parts of the region. 


High 

Facilitate the provision of adequate camping and recreational opportunities in inland 

parts of the region 



1-5 years 

2) Improve roads and facilities linking into the Forrest Highway 

With the expected increase in traffic travelling along the Forrest Highway, there is a need to improve roads and facilities feeding into this link. This improvement will help 

increase visitor safety, reduce travelling times and improve visitor awareness about the regional attractions on either side of the highway. 



High 

Provision of additional directional signage on routes feeding to and from the Forrest 

Highway and the Peel localities through which it passes 

Main Roads, Local Government 

1-5 years 

Medium 

Provision of visitor information at key points along the Forrest Highway, linking with the 

Binjareb Trail sites 

Peel Development Commission, 

Local Government, Binjareb Trail 

Committee, Main Roads 

1-5 years 



51

3) Ensure the long term sustainability of the Peel Inlet and its waterways 

The region is well known for experiences that centre on the Peel Inlet and its waterways (an internationally recognised RAMSAR wetland). However there are concerns 

that the long term sustainability of waterways in the region is being impacted by both an increase in recreational use and a lack of suitable facilities. In order to protect this 

unique natural asset, the protection of, and further education about the significance of the Peel Inlet and its waterways is seen as essential. 



Medium 

Develop the Peel Waterways Institute, an educational facility focusing on the scientific 

significance of the Peel Inlet and its waterways 

Peel Development Commission 

1-5 years 

Medium 

Ensure the development of the Peel Regional Park around the Peel Inlet and Harvey 

Estuary 


1-5 years 

Medium 

Develop additional mooring and jetty facilities for recreational and commercial traffic on 

the Peel Inlet and Murray River to prevent environmental degradation of the inlet and 

riverbanks 

Department of Transport, City of 

Mandurah, Shire of Murray 

1-5 years 

Medium 

Implementation of the Peel Trails Master Plan where it relates to tourism outcomes for 

the region 

Peel Trails Group, Local Government 

1-5 years 

4) Facilitate the development of interpretation and facilities around other experiences in the region 

While the region is most known for its waterways, there is also the opportunity to further develop other experiences in the region. Areas for focus include the industrial 

tourism opportunities in inland parts of the region and the need for additional interpretation around sites of key natural and historical significance (such as Fairbridge 

Village and Forest Heritage Centre) in the Shire of Murray. 


Medium 

Facilitate the development of additional interpretation around sites of natural and 

historical significance 

Shire of Murray 

1-5 years 

Medium Facilitate the development of industrial tourism in the region Alcoa, Newmont 1-5 years 

52 



5) Facilitate the development of diversified accommodation stock 

While an extensive range of accommodation stock in Mandurah and lack of suitable tourism zoned land in Rockingham may restrict the need and opportunity to expand 

accommodation stock in city centres, there is the opportunity to diversify accommodation stock in other areas of the region. Of particular focus are opportunities in and 

around Dawesville, Pinjarra and Point Grey as well as opportunities around Rockingham. 



Medium Secure a site for affordable accommodation development near the Dawesville Channel City of Mandurah 1-5 years 

Medium Upgrade and expand accommodation stock at Fairbridge Village Fairbridge Village 1-5 years 

Medium 

Ensure tourism accommodation needs are included as part of the Point Grey 

development on the Pinjarra side of the Peel-Harvey Inlet 

Port Bouvard 

1-5 years 

Medium 

Facilitate the development of accommodation on Department of Environment and 

Conservation lands in the Peel region 



1-5 years 

Medium Facilitate the development of accommodation stock at Kennedy Bay south of Rockingham Mirvac, Department of Planning 1-5 years 

Medium 

Facilitate the development of tourism accommodation as part of the Cape Peron Marina project 

Rockingham Kwinana Development 

Office, City of Rockingham 

1-5 years 

Medium Facilitate the development of affordable accommodation options in Pinjarra Shire of Murray 1-5 years 

6) Construct a bypass of the Pinjarra township 

Heavy traffic through the Pinjarra township from mining operations in the region raises safety issues and conflicts with the historical and heritage feel of the town. The 

provision of a bypass around the Pinjarra township will alleviate this situation and enhance the appeal of the township as a place to visit. 


Medium Construct a bypass of the Pinjarra township Main Roads, Shire of Murray 5-10 years 



53

Sunset Coast 

Sunset Coast Sub-Region 

LANCELIN 

Includes the Cities of Joondalup, Stirling, Wanneroo, the Shire of Gingin 

and the Towns of Cambridge, Claremont, Cottesloe and Mosman Park 


Moore River 

National Park 





GUILDERTON 

SHIRE OF GINGIN 

GINGIN 

Yanchep 

National Park 

YANCHEP 

CITY OF WANNEROO 

Neerabup 

National Park 

CITY OF JOONDALUP 

Hillarys Boat 

Harbour 

Scarborough Beach 

CITY OF STIRLING 

GUILFORD 

TOWN OF CAMBRIDGE 

CITY OF NEDLANDS 

Cottesloe Beach 

TOWN OF COTTESLOE 

TOWN OF MOSMAN PARK 

PERTH 

0 5 10 

Km 

54 




The Sunset Coast region stretches from just north of Fremantle to just past 

Lancelin and includes the towns of Guilderton and Yanchep as well as the majority 

of Perth’s northern suburbs. 

Within the metropolitan area, the region is most known for its unspoilt beaches 

including City Beach, Cottesloe, Scarborough, Sorrento and Hillarys. The 

lack of development along this stretch of metropolitan coastline is seen by both 

locals and visitors alike as a key strength. 

“[The coastline] lacks any high rises - it lacks clutter and 

buildings like the Gold Coast, so it is unique that way.” 


Outside the metropolitan area, a series of townships along the coast are popular 

with Western Australian residents and provide the base for marine activities such 

as surfing, fishing and boating. The township of Lancelin at the north end of 

the region also provides activities such as sandboarding, windsurfing and four 

wheel driving. 

“Lancelin is a world famous windsurfing location. It has huge 

sand dunes and is world renowned for its surfing beaches. It 

has a wonderful climate and it is close to a number of tourism 

destinations within an hour-and-a-bit drive.” 


The Yanchep National Park is well known for its numerous walk trails, 

underground caves, native animal enclosures, lakeside picnicking and dining 

options. This northern part of the region is also home to a range of fresh produce 

including olives, wine and honey, as well as the Gravity Discovery Centre, a 

science-based attraction near Gingin. 

However, the core appeal of the region comes from its spectacular coastline with 

the opportunity to watch the sun setting over the Indian Ocean, seen to be a 

unique experience for many interstate and international visitors. 

“It’s amazing the amount of people who come over and want 

to see the sun set on the Indian Ocean.” 




55


In the metropolitan sections of the region, the pockets of tourism focus (such as Scarborough, Hillarys and, to a lesser extent, Cottesloe) are generally seen to be in a 

period of stagnation with the need for rejuvenation. The development of the Indian Ocean Drive linking Lancelin to Cervantes is anticipated to stimulate investment outside 

the Perth metropolitan area, and as such the rest of the region is very much seen to be a period of development. 

Current Lifecycle and Performance of Sunset Coast sub-region: 


Metropolitan Sunset Coast Stagnation Medium Medium High High 

Other Sunset Coast Development Medium Low Medium Low 




Shire of Gingin 78,400 3,100 4,300 85,800 

City of Stirling 14,600 7,800 7,200 29,600 

City of Joondalup 9,600 5,600 5,500 20,700 

City of Wanneroo 16,100 1,900 2,400 20,400 

56 



Access 




Day Trips 

City of Wanneroo 218,900 

Shire of Gingin 192,500 

City of Joondalup 165,500 

City of Stirling 122,800 



With much of the region being in close proximity to the Perth CBD, the Sunset 

Coast is highly accessible for visitors travelling from Perth by car. Even Lancelin, 

which is 127km away from Perth, can be easily reached by car within two hours. 

While the region is served by the suburban transport network up to Yanchep, it is 

felt that public transport to key attractions in the region is limited. In addition to 

establishing a public transport link to Lancelin, establishing a public transport route 

along the coast linking key coastal nodes is seen as a priority. 

While there are no major problems with the existing road into Lancelin at present, 

the opening up of the Indian Ocean Drive between Lancelin and Cervantes is 

expected to create an influx of visitor traffic through the northern end of the 

region. As a consequence, it is felt that the quality of the road network 

towards Lancelin will need to be improved. 

“The roads (to Lancelin) will need to be constantly upgraded 

and maintained.” (Destination stakeholder) 



57

Accommodation 

In the metropolitan parts of the Sunset Coast region there are small pockets 

of tourism related accommodation, with the most significant being around 

Scarborough Beach, Joondalup, Sorrento and Hillarys. Further north, the 

accommodation range is still quite limited with lower end accommodation 

available in places such as Yanchep, Yanchep National Park, Lancelin, Guilderton 

and Ledge Point. Overall, there is seen to be limited opportunities for short stay 

visitors in these northern parts of the region. 

However with the completion of the Indian Ocean Drive, there is anticipated to 

be significant increases in demand for accommodation, particularly around 

the Guilderton and Lancelin areas. As a consequence, it is suggested that the 

quality and range of existing accommodation in the Guilderton and Lancelin area be 

reviewed and opportunities for further upgrades and or expansion be considered. 

“They need all types of accommodation including resorts, 

budget, camping and caravans. They will not be able to 

cope with the influx of people when the coast road opens.” 


With the lack of accommodation in the Perth CBD, there is significant demand 

from operators to invest in coastal accommodation in metropolitan parts of 

the region. However, height restrictions on developments along the coast have 

hampered this ambition. With the planned development and redevelopment 

of areas such as Scarborough, it is essential that viable tourism related 

development be incorporated to provide additional accommodation stock for the 

Perth region. 


The beaches and attractions along the length of the Sunset Coast are popular 

daytrips for intrastate, interstate and international visitors staying in other areas of 

Perth. 

Cottesloe and Hillarys are currently the most popular seaside destinations for 

visitors to Perth. Cottesloe is a popular beach due to its proximity to Perth and 

Fremantle, its scenic beauty and range of waterfront dining and entertainment 

options. Hillarys Boat Harbour is also a popular day trip destination for families 

and is home to the Aquarium of Western Australia (AQWA), the Great Escape, 

Sorrento Quay, dining and retail offerings and a Rottnest Ferry Terminus. 

Scarborough was once a popular destination for visitors to Western Australia. 

Whilst the beach still attracts a large number of day trip visitors, the destination 

has lost its appeal somewhat as an entertainment precinct and overnight 

destination due to the ailing infrastructure. 

Townships along the coast provide are popular among Western Australia residents 

and provide opportunities for fishing, boating, diving, surfing, windsurfing, 

sandboarding and four wheel driving. Lancelin is home to the annual Lancelin 

Ocean Classic Windsurfing Marathon and popular attractions in the region include 

the Gravity Discovery Centre and Yanchep National Park. 

With the development of the Indian Ocean Drive there is seen to be additional 

opportunities for operators in the region to further expand their attraction and 

activity offerings. Of specific focus is the need to further enhance the Gingin 

Discovery Centre. 

58 



Amenities 

The range and availability of tourism related amenities in the metropolitan areas 

of the region are seen to be adequate. However, there are a number of significant 

redevelopment projects in the region that are viewed as critical to improving the 

vibrancy of key coastal tourism nodes. The planned upgrade of the Scarborough 

beachfront and the redevelopment of Ocean Reef Boat Harbour are seen to 

provide opportunities to enhance the tourism related amenity of the metropolitan 

coastline. The retention of existing short stay accommodation, the provision of 

new coastal accommodation, as well as the clustering of retail, restaurant and 

entertainment options in these nodes will be important to their activation from a 

visitor perspective. These two key development nodes, as well as the continued 

expansion of coastal recreational facilities such as walk and cycle trails, picnic 

facilities, playgrounds and change rooms will all add to the amenity of the region 

from a visitor perspective. 

“There is a $60 million development in progress at 

Scarborough Beach. This development will improve a number 

of things including car parking, bus terminals and add a 

water playground.” (Destination stakeholder) 

Outside of the metropolitan region, there is seen to be significant room for 

improvement in the provision of visitor amenities. These improvements include 

the need to: 

• Improve signage and visitor information towards Lancelin to service the 

increases in traffic brought about by the construction of the Indian Ocean 

Drive; 

• Construct additional boat launching facilities in townships along the coast 

to spread the load of recreational boat use; 

• Improvement of facilities in smaller towns such as Guilderton and Yanchep. 



59

Priorities for the Sunset Coast Sub-Region 




1) Ensure tourism related needs are incorporated into coastal precinct development and redevelopment 

There are a number of local governments who have set about developing and redeveloping coastal precincts within their boundaries. These precincts provide the 

opportunity for the development of visitor servicing and encourage investment in tourism accommodation, restaurants, cafes and other entertainment options. To ensure 

that local communities realise the full benefit of tourism in their area, it is essential that tourism related needs are incorporated into coastal precinct development and 

redevelopment along the Sunset Coast. 



Very High 

Ensure tourism related needs are incorporated into the Scarborough Beach 

Redevelopment 

City of Stirling 

1-5 years 

High 

Ensure tourism related needs are incorporated into the Ocean Reef Boat Harbour 

Redevelopment 

City of Joondalup 

1-5 years 

Medium 

Ensure tourism related needs are incorporated into emerging coastal nodes such as 

Alkimos/Eglinton and Yanchep/Two Rocks 

City of Wanneroo 

1-5 years 

60 



2) Improve roads and facilities linking into the Indian Ocean Drive 

With the expected increase in traffic travelling up the Sunset Coast to access the Indian Ocean Drive, there is a need to improve roads and facilities feeding into this link. 

This improvement will help increase visitor safety, reduce travelling times and improve visitor awareness about this new route. 



Very High Completion of the Lancelin to Cervantes section of the Indian Ocean Drive Main Roads 1-5 years 

High 

Widening and providing additional passing opportunities on Wanneroo Road north of 

Burns Beach Road to link with the Indian Ocean Drive 

Main Roads 

1-5 years 

High 

Provision of additional directional signage on routes feeding into Wanneroo Road and 

Indian Ocean Drive 

Main Roads 

1-5 years 

Medium Provision of visitor information at key points into and along the Indian Ocean Drive Shire of Gingin, Main Roads 1-5 years 

3) Assess and prioritise accommodation requirements in the Lancelin, Guilderton and northern areas of the Sunset Coast region 

With the completion of the Indian Ocean Drive in 2011, there is an anticipation that increases in tourism traffic will flow through Lancelin, Guilderton and the northern 

areas of the Sunset Coast region. To accommodate increasing traffic, it is recommended that local governments in the area review current accommodation quality, range 

and capacity, and identify key priorities for further accommodation improvement and expansion. 


High 

Assess and prioritise accommodation requirements in Lancelin, Guilderton and northern 

areas of the region 

Shire of Gingin, City of Wanneroo 

1-5 years 



61

4) Support the ongoing development of key visitor attractions in the region 

The Sunset Coast region already has a rich base of natural and built attractions. The natural assets are paramount and can be further enhanced through provision of 

improved visitor amenity, access and interpretation. In addition, with the planned opening of Indian Ocean Drive there is the capacity to renew and expand the offerings 

around this key drive route. 


Medium 

Support ongoing development of the Gravity Discovery Centre including the planned 

upgrades to the Gingin Observatory 

Gravity Discovery Centre 

Foundation Inc 

1-5 years 

5) Improve boating facilities in the region 

A lack of adequate boat launching and recreational facilities in northern parts of the region, particularly in towns like Guilderton, is placing strain on existing facilities and 

reducing the potential of the region to spread visitation across townships. With expected increases in traffic brought about by the development of the Indian Ocean Drive, 

an improvement in these boat launching facilities along with improvements to basic amenities such as carparks and toilets is seen as important. 


Medium 

Improve boating and other facilities in northern parts of the region 

Shire of Gingin, 


1-5 years 

62 



Avon Valley 

MOORA 

Avon Valley Sub-Region 

Includes the Shires of Beverley, Brookton, Goomalling, Northam, 

Toodyay, Victoria Plains and York 


NEW NORCIA 

SHIRE OF VICTORIA PLAINS 





BINDOON 

SHIRE OF GOOMALLING 

SHIRE OF 

TOODYAY 

Avon Valley TOODYAY 

National Park 

SHIRE OF NORTHAM 

NORTHAM 

CUNDERDIN 

GUILFORD 

MUNDARING 

YORK 

SHIRE OF YORK 

Wandoo 

National Park 

ARMADALE 

Helena 

National Park 

SHIRE OF 

BEVERLEY 

BEVERLEY 

BROOKTON 

SHIRE OF 

BROOKTON 

0 10 20 

Km 



63


The Avon Valley is a region approximately two hours east of the Perth 

metropolitan area and includes the towns of York, Northam and Toodyay, the 

monastic village of New Norcia and the smaller Wheatbelt localities of Goomalling, 

Brookton and Beverley. The region is a popular destination for day trippers and 

travellers sourcing a short country getaway from Perth. 

The region is well known for its heritage tourism including its buildings, cottages, 

homesteads museums and pubs. 

“York is the oldest inland town (in Western Australia) as 

it was built in 1849. Toodyay also has a lot of historical 

elements.” (Destination stakeholder) 

“Northam’s main tourism market comes from day trippers, 

young couples, families going to visit each other, and heritage 

and nature tours. Several premiers have lived in the town 

over the years, so their houses and burial sites are very 

popular tourist spots. They have five pubs in the town which 

are all over 100 years old.” (Destination stakeholder) 

The Avon Valley is also recognised for its country hospitality, quaint short stay 

accommodation, aviation related adventure activities and a range of events, 

including the Avon Descent, an annual, two-day, white water event held in August 

involving both paddle craft and small motor boats. 

64 




There is a diverse range of opinions amongst stakeholders concerning the current life stage of the Avon Valley region. While some feel the area is stagnant and even in 

decline, others feel that it is still developing. However, for the majority of stakeholders, there is a sense that the area is still very much in the involvement stage and is yet 

to fully reach its potential as a destination. 

Current Lifecycle and Performance of Avon Valley sub-region: 


Avon Valley Involvement Medium Medium Low Medium 




Shire of York 19,000 1,400 2,200 22,600 

Shire of Toodyay 14,900 1,100 700 16,700 

Shire of Northam 11,800 2,500 1,300 15,600 

Shire of Victoria Plains 6,400 1,800 1,100 9,300 



65

Access 




Day Trips 

Shire of York 92,400 

Shire of Northam 76,600 

Shire of Toodyay 56,500 

With its close proximity to Perth (around 100km to key townships), the Avon Valley 

is highly accessible for visitors travelling by car. The region is also served by daily 

weekday rail services from Perth to Toodyay and Northam and regular Transwa 

coach services. However, travel throughout the area itself is considered to be much 

more difficult without a vehicle. 

“If you have a car its great, if you don’t have a car, the region 

is inaccessible.” (Destination stakeholder) 

Shire of Victoria Plains 30,600 



66 



Accommodation 

While mainly a daytrip destination, the Avon Valley does provide accommodation 

options in the main townships and boutique accommodation such as bed and 

breakfasts throughout the region. During weekends and event periods, much of 

this accommodation is at capacity. However during weekdays there is very little 

demand from holiday and leisure visitors. There are also seasonality impacts on 

tourism businesses, with the hot summer months reducing visitation to the region. 

While the accommodation stock in the area is generally seen to cater for the 

current market, there is considered to be a lack of short stay accommodation 

in the township of Northam to cater for the increasing business market to the 

town. 

“Northam needs more accommodation. They lost out on a 

big conference last year due to lack of accommodation.” 


There is also considered to be the opportunity to expand accommodation, 

particularly caravan-camping options at or in close proximity to New Norcia to 

cater for visitors traveling up and down the Great Northern Highway. While the 

Benedictine Community at New Norcia has looked into increasing accommodation 

capacity, there are concerns that additional short stay accommodation may conflict 

with the daily activities of the monastic community. That said, there is still seen to 

be the need to continue to enhance the product offering and facilities at the New 

Norcia precinct. 


As mentioned previously, the Avon Valley is most well known for its heritage 

tourism offering including its buildings, cottages, homesteads museums and 

pubs. The need to preserve and restore these historical assets and to make 

experiences come alive for visitors through innovative interpretation is seen as a 

priority for the region. 

“There is ongoing work with the restoration of buildings and 

the need for an interpretation centre. The heritage trail needs 

maintenance and upgrading, and most of the old buildings 

are in need of restoration.” (Destination stakeholder) 

The Avon Valley is well known for its wide range of aviation related experiences 

including ballooning, skydiving and gliding. Events such as jazz festivals, antique fairs 

and historic racing also play a big role in animating the small towns of the Avon Valley 

and providing a catalyst for visitation to the region, as does the other adventure related 

activities in the region, such as paintballing, archery and horse riding. 

Perhaps the biggest opportunity for new development of attractions and activities 

in the Avon Valley region is in the agri-tourism area. While there are numerous 

smaller operators in the region who offer fresh produce for visitors, there is seen 

to be an opportunity to further expand upon farm-based experiences similar to 

that on offer at places such as the Avondale Discovery Farm in Beverley and 

Boshack Adventures in Toodyay. The expansion of farm-stay style experiences, 

farm-gate produce and the introduction of a weekend farmers produce market are 

also seen to provide opportunities for the region. 



67

AMENITIES 

While the opening hours of businesses (particularly on Sunday) is seen to be a 

key issue in the region, most of the Avon Valley’s townships are still seen to have 

the basic amenities required for visitors. However, there are still several areas for 

improvement. 

The need for additional business/ conference facilities, particularly within the 

township of Northam is an issue amongst stakeholders. It is felt that while many 

groups want to travel to the region for meetings, incentives, conferences and 

events (MICE), a lack of adequate facilities limit the opportunities for the corporate 

market in the area. A development of additional meeting facilities is seen as 

essential if the benefits of the MICE sector are to be seen in the region. 

Stakeholders feel that there is also a need for more directional signage 

throughout the area to draw attention to key attractions and points of interest, as 

well as clear welcoming signage when entering the area. The provision of facilities 

for people with disabilities, particularly in regard to heritage buildings, is also seen 

as a priority for the region. 

The continued maintenance of the Kep Track which runs from Mundaring through 

to Northam is also considered important. 

68 



Priorities for the Avon Valley Sub Region 




1) Facilitate the development of business accommodation and facilities in the region 

There is a lack of suitable business conference and convention facilities in the Northam township, which is believed to be a barrier to increasing visitation from the business 

travel sector. As a result, it is recommended that the Shire of Northam collaborate with key organisations to assess the viability and potential location of additional 

conference and convention facilities in the township. In addition the development of additional short stay accommodation in Northam is also seen as an area for further 

investigation. 



Medium Facilitate the development of convention/conference facilities in the Northam township Shire of Northam 1-5 years 

Medium 

Investigate the potential for an appropriate business oriented short stay accommodation 

development in Northam 

Shire of Northam 

1-5 years 

2) Review signage needs across key townships in the Avon Valley 

It is felt that the quality of directional signage between towns and attractions in the Avon Valley region can be improved and made clearer to self-drive travellers. 


Medium 

Review signage needs across key townships in the Avon Valley 

Shire of Northam, Shire of York, Shire 

of Toodyay, Main Roads 

1-5 years 



69

3) Facilitate the rejuvenation and development of heritage and agri-tourism based attractions 

To ensure that the Avon Valley region maintains its unique heritage product, it is essential that the quality of popular heritage based attractions are kept to a high 

standard. In addition to maintaining the heritage product of the region, there is also seen to be the opportunity to expand upon the accessible rural nature of the Avon 

Valley through further development of the agri-tourism sector in the region. 



Medium 

Facilitate the rejuvenation of heritage product in the region 

Local Government, Wheatbelt 

Development Commission 

1-5 years 

Medium 

Encourage and facilitate the development of agri-tourism in the region 

Local Government, Small Business 

Development Corporation, 

National Trust 

1-5 years 

Medium 

Further enhancement of the New Norcia precinct 

Benedictine Community of New 

Norica 

1-5 years 

70 



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 



71

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 

72 



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 



73

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 

74 



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 



75

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 


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 


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 Geraldton-Greenough 

City of Joondalup 

City of Kalgoorlie-Boulder 

City of Mandurah 

City of Perth 

City of Stirling 

76 



City of Swan 

City of Wanneroo 

Denmark Tourism Incorporated 

Department of Environment and Conservation 

Department of Environment and Conservation - Esperance 


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) 


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 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 



77

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. 

78 



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 - Experience Perth Regional Manager 

2 Mill Street 

PERTH WA 6000 

(08) 9262 1700 

experienceperth@westernaustralia.com 

Wheatbelt Development Commission 

14 Wellington Street 

Northam WA 6401 

(08) 9622 7222 

info@wheatbelt.wa.gov.au 

Experience Perth – Regional Tourism Organisation 

33 Colin St 

West Perth WA 6872 

(08) 9481 0221 

admin@experienceperth.com 


45 Mandurah Tce 

MANDURAH WA 6210 

(08) 9535 0000 

peel@peel.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 – Visitor Expectations and Experiences Research 2007-08 

6 

Perth Airport 

7 

Tourism Western Australia – Visitor Satisfaction Research 2006-07 

8 

Tourism Research Australia defines a daytrip as the following: 

“Day trips or same day visitors are those who travel for a round trip distance of at least 50km, are away for home for at least 4 hours, and who do not spend a night 

away from home as part of their travel. Same day travel as part of overnight travel is excluded as is routine travel such as commuting between work/school and home. 

Routine shopping is included as is travel for all purposes, not just pleasure.” 

As a result of this tight definition, the number of daytrips to a particular destination will always be less than the number of actual day trips to that destination. 



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TDP Experience Perth - Tourism Western Australia

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