Destination Management

Destination Management

Our Roadmap

Australia’s South West represents the interests of the destination and the attractions, businesses, product and more. Our destination management plan sets out a roadmap to identify the demand, supply and capability needs for tourism in the region.

Development of a Tourism Destination Management Plan (TDMP) for the Australia’s South West region is underway.

A key priority of the plan is to reflect stakeholder visions and aspirations for its future as a sustainable, well managed destination.

About the Project

Our Tourism Destination Management Plan 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.

When complete, the TDMP will inform decision making, investment and capacity development for Australia’s South West, considering:

  • Demand – including competitive positioning, brand proposition and market segmentation
  • Supply – such as the depth and diversity of attractions, access and connectivity, infrastructure and experiences
  • Capability – for example, workforce and skills development, funding and partnerships.

Delivery Partners

Tourism Western Australia (TWA) and Australia’s South West (ASW) Regional Tourism Organisation are facilitating the TDMP, along with the Great Southern Development Commission and the South West Development Commission.

Stakeholder Engagement

The TDMP will make the greatest impact where a wide range of industry stakeholder are involved. An engagement program has been designed to enable a range of ways to participate. The outcomes of this will shape a shared vision and pathway to achieve our goals:

  • Co-designed engagement with Noongar Custodians, communities and Aboriginal organisations, including conversations, meetings, a survey, workshops and online forums.
  • Tourism industry and other stakeholder engagement included surveys, meetings and round table workshops.

Purpose of the plan

The Tourism Destination Development Plan will provide direction and recommendations for the region on:

  • Priority initiatives and projects – access, accommodation and experiences
  • Marketing
  • Infrastructure
  • Events development and attraction
  • Industry capacity and capability
  • Cross-regional initiatives that strengthen the tourism industry

What the Plan will deliver

Three outputs will be delivered:

  1. A comprehensive baseline analysis for each sub-region
  2. Regional Tourism Development Strategies for the South West and Great Southern Development Commission regions
  3. The overarching TDMP which will guide planning, investment and decision making over a 10 year timeframe.

Who is developing the Plan?

Ink Strategy and their team including:

Important considerations will include:

  • Industry capacity, capability and sustainability
  • Collaboration with Noongar Custodians, communities and Aboriginal tourism operators
  • Taking care of our natural environment
  • Innovation – for example, driving sustainable visitation through unique products and markets
  • The breadth and diversity of the region, and unique priorities of each of its four sub-regions – Great Southern, Margaret River region, Bunbury Geographe and Southern Forests and Valleys.


Australia’s South West is partnering with these organisations to deliver the region’s inaugural Tourism Destination Management Plan.