Some of the key highlights:
- Officially launched to the Tourism industry and stakeholders on 1 July
- The plan provides a purposeful roadmap for the future, centred around four pillars with clear measures of success
Launching today, 1 July 2025, Australia’s South West shared a new Strategic Plan outlining a bold and clear direction for the organisation into the future.
The plan signals a shift in focus from destination marketing to a leader in destination management. It outlines how the organisation will support the sustainable growth of tourism, enhance the visitor experience, and deliver long-term value to local communities.
Developed in close collaboration with the Australia’s South West Board and team, the Strategic Plan reflects a shared vision for a thriving, sustainable region where diverse, authentic experiences inspire visitors and enrich communities.
Focused around four pillars: inspiring visitation, enhancing visitor experiences, promoting sustainable stewardship, and empowering regional partnerships, key priorities detailed within the plan include;
- Creating and delivering impactful, evidence-based marketing strategies that drive sustainable demand; encouraging longer stays, greater visitor spend and increased regional dispersal.
- Building industry capacity and capability, improving access and dispersal, and supporting the development of new, compelling tourism products.
- Leading the implementation of best practices in visitor economy planning; ensuring long-term resilience, sustainability, and community benefit.
- Build and strengthen partnerships across community, business, and government to ensure shared success in growing a thriving regional visitor economy through our destination leadership.
For more information, or to download the Strategic Plan, visit corporate.australiassouthwest.com/what-we-do/strategic-plan/
Comments attributed to Dr Lenore Lyons, Australia’s South West Chairperson:
“This Strategic Plan sets out a clear and ambitious vision for the future of Australia’s South West. It builds on our strengths and outlines a path forward that balances growth, innovation, and sustainability. We look forward to working closely with our partners to realise its full potential.”
AUSTRALIA’S SOUTH WEST
Australia’s South West is a region abundant in nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.
Laid-back and effortlessly beautiful, a full-bodied richness lies beneath, so wildly perfect, with undiscovered charm waiting to be unearthed.
Australia’s South West is the peak tourism body representing Western Australia’s South West region, encompassing Bunbury Geographe, the Margaret River Region, the Southern Forests and Valleys, and the Great Southern.
Working collaboratively with Tourism Western Australia, regional partners, and our network of passionate tourism operators, our role in destination management is to drive growth of the visitor economy through innovative marketing, sustainable destination development, and industry engagement.
Our vision is for Australia’s South West to be a leading, prosperous, and sustainable tourism destination.
Media Contact
Kirby Spencer
Marketing Specialist
Australia’s South West