What We Do

What We Do

Our Role

Australia’s South West enables visitor economy development at a local level by engaging people culturally and emotionally through our marketing strategies and by supporting and driving the region’s tourism industry. 

Our Objective

Australia’s South West’s objective is to build our region into one of the top performing destinations in Australia for the leisure market. 

We do this by engaging people through our domestic and international marketing strategies and campaigns that focus on our diverse offerings in the region: food and wine, nature-based experiences and amazing scenery.

We also support and drive the regions tourism industry through industry engagement and development, product development, training and education.


Our Purpose

We are an inspirational destination marketing leader that supports (and facilitates) a dynamic and collaborative tourism destination.

Our Vision

Our vision is for Australia’s South West to be a leading, prosperous and sustainable tourism destination.

Our Values

Leadership – Creativity – Growth – Collaboration

Destination Marketing

Australia's South West promotes the region and all its tourism assets and products (beaches, wineries, restaurants, national parks, tourism destinations etc) to our target markets, encouraging them to book a holiday to our wonderful part of the world.

Our target markets are intrastate, interstate and international and we develop and deliver a range of marketing activities to promote the region.

Learn more about our Destination Marketing.

Destination Management

Development of a Tourism Destination Management Plan (TDMP) for the Australia’s South West region is underway. A key priority is to reflect stakeholder visions and aspirations for its future as a sustainable, well managed destination.

It is the first of five to be developed for Western Australia’s regional tourism organisations and will reflect stakeholder priorities through a wide-ranging engagement program.

Our Strategic Direction

Australia’s South West brings together the industry through four strategic pillars.