Strategic Plan
Our Strategy
Our 2025-28 strategy provides a clear framework to guide our efforts over the next three years as we work towards our shared vision:
Australia’s South West is a thriving, sustainable region where diverse, authentic experiences inspire visitors and enrich communities.
Each goal contributes unique value and reinforces the others – together forming a cohesive and purposeful roadmap for the future.
Inspire Visitation
Australia’s South West’s first strategic goal is to ensure the region is recognised as a sustainable, authentic, and inspiring destination.
That’s why our focus for our destination marketing is on creating and delivering impactful, evidence-based marketing strategies that drive sustainable demand; encouraging longer stays, greater visitor spend and increased regional dispersal.
Over the next three years, we will:
- Use an evidence-based approach to amplify the region’s brand equity
- Leverage strategic partnerships to target high-value visitor segments
- Develop and deliver marketing campaigns that align with our brand values and regional priorities
Success will look like:
- Visitors who align with our values; those who appreciate, respect, and contribute to the region’s natural, cultural, and community assets.
- The region maintains strong appeal for Western Australians, while becoming a ‘must-do’ destination for interstate and international travellers seeking nature-based adventure, wellness, and rich cultural experiences.
Enhance Experiences
Australia’s South West’s second strategic goal is to foster high-quality, innovative visitor experiences that resonate deeply with both locals and visitors.
That’s why our focus in our destination development is on building industry capacity and capability, improving access and dispersal, and supporting the development of new, compelling tourism products.
Over the next three years, we will:
- Attract public and private investment into a diverse range of products, services, and experiences that support year-round visitation
- Support tourism operators to design and deliver high-quality experiences that strengthen the region’s appeal in interstate and international markets
- Facilitate collaboration to bring transformative, experience-led tourism infrastructure to life
Success will look like:
- Game-changing infrastructure and experiences that drive visitation when and where it’s most needed
- Visitors are drawn to the region by unique, memorable experiences and leave as passionate ambassadors
- Strategic investment; both public and private has enabled the development of iconic attractions that boost overnight stays, increase visitor spend, and enhance regional dispersal.
Sustainable Stewardship
Australia’s South West’s third strategic goal is to lead the implementation of best practices in visitor economy planning; ensuring long-term resilience, sustainability, and community benefit.
We are committed to growing our regional economy while protecting our environment, cultural values, and quality of life. That’s why our focus is on destination management excellence. At every level across communities, industries, and landscapes, we work to ensure the visitor economy delivers lasting value without compromising what makes our region special.
Over the next three years, we will:
- Support a vibrant, year-round visitor economy that balances socio-economic, cultural, and environmental values
- Embed collaborative, place-based planning in all destination development initiatives
- Strengthen industry awareness and capability in sustainable tourism practices
Success will look like:
- Global recognition as a sustainable destination.
- The region is known for its balanced, resilient visitor economy; one that protects natural assets, supports community wellbeing, celebrates cultural diversity, and delivers strong regional economic returns.
- Visitors actively contribute to the care and renewal of the region’s landscapes and infrastructure.
EMPOWERED PARTNERS
Australia’s South West’s fourth strategic goal is to build and strengthen partnerships across community, business, and government to ensure shared success in growing a thriving regional visitor economy through our destination leadership.
We are uniquely positioned to collaborate with stakeholders across the region to improve the way the visitor economy is managed. This means leveraging our expertise, learning from others, identifying gaps and opportunities, and working together to deliver region-wide impact.
Over the next three years, we will:
- Lead a coordinated regional approach to partnership development; engaging all levels of government, industry, and community in shaping a sustainable and vibrant visitor economy
- Strengthen the tourism sector by supporting a connected, resilient, and professional industry that consistently delivers high-quality products, experiences, and services
- Facilitate knowledge sharing, skills development, and cross-sector collaboration to raise capability across the region
Success will look like:
- Strategic, integrated partnerships that drive innovative solutions and system-wide improvements.
- Collaboration becomes the norm, not the exception.
- Stakeholders are aligned in their vision, confident in their roles, and committed to co-investing in the region’s success.
STRATEGIC PLAN | AUSTRALIA'S SOUTH WEST
Flip through ASW's Strategic Plan here, or download your own copy by clicking the download icon above.
Collaborate with us
Our Collaboration Guide is an essential resource for tourism operators and industry to join a network committed to elevating the South West as a premier tourism destination. It outlines how to be involved in regional initiatives and marketing activity, and provides information on integrating with broader destination management strategies.