AUSTRALIA'S SOUTH WEST - TOURISM DEVELOPMENT PRIORITIES | 2010 - 2015 DATE OF PUBLICATION: MARCH 2010 - THE RDA GREAT SOUTHERN
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Date of Publication:
AUSTRALIA’S SOUTH WEST
MARCH 2010 Tourism Development Priorities | 2010 - 2015
© Tourism Western Australia. March 2010.
ISSN 1834-2418
2 Mill Street Tel: 08 9262 1700
PERTH WA 6000 Fax: 08 9262 1702
GPO Box X2261 tourism.wa.gov.au/tdp
PERTH WA 6847 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 Australia’s South West
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
Australia’s South West 5
Margaret River Wine Region 9
Great Southern Sub-Region 23
Geographe Sub-Region 36
Southern Forests Sub-Region 46
Blackwood River Valley Sub-Region 54
Appendix A – Consultation List 61
Appendix B – The Tourism Area Lifecycle 68
Appendix C – Key Points of Contact 71
Tourism in Western Australia
Tourism is a major contributor to the Western Australian economy and is directly As illustrated below, the tourism industry is an important part of the overall health
linked to the State’s long term prosperity. and well being of many different industries in Western Australia.1
Western Australia’s tourism industry encourages diversified regional economies Industry % Industry reliance on Tourism
and offers long term development opportunities for regional areas which have
traditionally relied on industries such as mining and agriculture. Tourism develops Accommodation, cafes and restaurants 52.4%
strong and vibrant regional communities through employment and business
Retail trade 8.0%
opportunities for people living throughout the state. For indigenous communities,
tourism can offer employment, business development and the maintenance Transport and storage 7.9%
of culture. The tourism industry is one of few industries to offer economic
opportunities that mutually support and rely on environmental conservation Cultural and recreational services 5.7%
objectives. Education 5.7%
The benefits of the tourism industry in Western Australia are real, providing over Communication services 3.5%
82,000 jobs and contributing in excess of over $7.3 billion (both directly and
indirectly) to the Western Australian economy.1 Manufacturing 2.4%
In order to continuosly 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 Australia’s South West
Tourism Western Australia | Tourism Development Priorities
Government’s role in Destination Development
In order to engage in destination development and rejuvenation, the government’s In many areas of Western Australia tourism is seasonal, with visitation varying
provision and facilitation of infrastructure and product which both service visitor significantly depending on the time of the year. Construction and operating costs
needs and encourage private investment in tourism product is seen as essential. in remote areas such as the North West and Ningaloo are extremely high and land
Without infrastructure such as airports, roads, power, water, sewerage, electricity costs in many destinations (particularly in coastal destinations) are impacting on
and telecommunication, investors are generally unwilling to invest in tourism the business case for investments. These issues can have a huge impact on the
product. profitability of tourism operators.
In Western Australia, the capacity of the private sector to finance the development As a result of the fragmented, remote and seasonal nature of the tourism industry,
of basic economic infrastructure such as roads and utilities is restricted by the it is understood that the government has a significant role to play in destination
size and nature of the tourism industry. There are an estimated 4,000 tourism development. Specifically, it is understood that the public sector has a role in
businesses in Western Australia, the majority of which are small to medium sized creating a favourable environment for tourism development through infrastructure
enterprises.2 Competition between operators and the destinations in which they investment that supports development of product. A range of government
are based is intense. 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.
Australia’s South West 3
Tourism Western Australia | Tourism Development Priorities
Tourism Development Priorities
In recognising the role that many agencies have in destination development, a 3) Stakeholders with a detailed understanding of key destinations: 166
set of Tourism Development Priorities (TDP) have been developed to help identify semi-structured telephone interviews were completed with key tourism
tourism product and infrastructure priorities in key destinations around the stakeholders who had a detailed perspective on specific destinations
state. These documents both help guide government agencies in their planning within each of the five tourism regions (interviewees included visitor centre
and dissemination of grants as well as assisting the private sector in identifying managers, local governments, Department of Environment and Conservation
potential development and investment opportunities. and Department for Planning regional officers, local Chamber of Commerce
and Industry representatives, local tourism association representatives and
Five TDP documents have been produced in total, one for each of the five local tourism operators).
tourism regions in Western Australia. While these TDP documents do not
canvass all possible projects for the regions, projects and initiatives that have 4) Regular intrastate travellers: To help facilitate a demand side perspective
significant stakeholder support or have been identified as being important in the on destinations key strengths and development priorities a series of five
development of destinations have been prioritised. focus groups were conducted with experienced intrastate visitors to each of
the five tourism regions.
In preparing these TDP documents, Tourism WA has consulted with an extensive
range of stakeholders. These stakeholders include: These consultations were undertaken by TNS, a respected research company. In
addition to this direct consultation process, Tourism WA invited other interested
1) Stakeholders with a statewide perspective: 40 in-depth interviews were parties to provide input through both a:
completed with key tourism industry stakeholders who were seen to have a
“big picture” state-wide tourism perspective (interviewees included industry • public ‘Call for Submissions’ open between May 1 and July 17, 2009; and
associations, wholesalers, inbound/outbound tour operators, airlines and • public ‘Call for Comment’ on the draft TDP documents, open between
relevant government agencies). November 20 and December 18, 2009.
2) Stakeholders with a regional perspective: 24 in-depth interviews A full list of stakeholders who provided input into the development of the TDP
were completed with key tourism industry stakeholders who had a documents can be found in Appendix A.
detailed perspective on one or more of Western Australia’s five tourism
regions (interviewees included Regional Tourism Organisations, Regional After receiving information about the stakeholder consultation from TNS and
Development Commissions, and operators and other private and public collating input from the ‘Call for Submissions’ and the ‘Call for Comment’, the
organisations with an interest in multiple destinations within a region). following TDP document has been produced for the tourism region known as
Australia’s South West. Tourism WA will monitor the progress of the priorities
listed in this report and may assist in facilitation.
4 Australia’s South West
Tourism Western Australia | Tourism Development Priorities
Australia’s South West
Australia’s South West covers the Australia’s South West
south western corner of Western
Australia, stretching from MANDURAH
Bunbury to Bremer Bay.
It is generally understood that
the region is roughly broken
into five key sub-regions; the
Margaret River wine region, HARVEY
Great Southern, Geographe,
Southern Forests and Blackwood
BUNBURY COLLIE
River Valley. The following
map and table highlight GEOGRAPHE
the geographical and shire DUNSBOROUGH
boundaries of these regions. DONNYBROOK KATANNING
BUSSELTON
MARGARET RIVER
WINE REGION KOJONUP
MARGARET BRIDGETOWN
RIVER NANNUP JERRAMUNGUP
BLACKWOOD RIVER VALLEY
GREAT SOUTHERN
MANJIMUP
AUGUSTA BREMER BAY
PEMBERTON
SOUTHERN FORESTS MOUNT BARKER
WALPOLE DENMARK
ALBANY
0 40
Km
Australia’s South West 5
Tourism Western Australia | Tourism Development Priorities
Local Governments in Australia’s South West
Margaret River Wine Region
Shire of Augusta-Margaret River Shire of Busselton
Great Southern
City of Albany Shire of Broomehill-Tambellup Shire of Cranbrook Shire of Denmark
Shire of Gnowangerup Shire of Jerramungup Shire of Katanning Shire of Kent
Shire of Kojonup Shire of Plantagenet Shire of Woodanilling
Geographe
City of Bunbury Shire of Capel Shire of Collie Shire of Dardanup
Shire of Donnybrook-Balingup Shire of Harvey
Southern Forests
Shire of Manjimup
Blackwood River Valley
Shire of Boyup Brook Shire of Bridgetown-Greenbushes Shire of Nannup
6 Australia’s South West
Tourism Western Australia | Tourism Development Priorities
In terms of current overnight visitation by holiday/leisure visitors (excluding business and other purposes of visit), the Shires of Busselton and Augusta-Margaret River are
clearly the most popular destinations in the region.
Annual Average Holiday/Leisure Overnight Visitors 2001-2008 (Local Governments with over 10,000 visitors a year) 3
Local Government Intrastate Interstate International Total
Shire of Busselton 372,000 26,800 27,200 426,000
Shire of Augusta-Margaret River 265,000 66,000 53,400 384,400
City of Albany 118,900 48,900 42,000 209,800
Shire of Manjimup 101,600 26,100 23,700 151,400
City of Bunbury 76,100 15,600 16,700 108,400
Shire of Denmark 57,900 10,600 9,500 78,000
Shire of Harvey 29,800 2,800 1,100 33,700
Shire of Bridgetown-Greenbushes 23,900 1,000 1,600 26,500
Shire of Collie 19,900 400 500 20,800
Shire of Nannup 17,100 1,600 900 19,600
Shire of Plantagenet 12,900 2,100 1,600 16,600
Shire of Jerramungup 14,000 1,100 1,400 16,500
Shire of Donnybrook-Balingup 14,800 500 900 16,200
Australia’s South West 7
Tourism Western Australia | Tourism Development PrioritiesIn determining the priorities for tourism product and
infrastructure development in Australia’s South West,
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 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesMargaret River Wine Region
BUNBURY
Margaret River Wine Region
Includes the Shires of Augusta-Margaret River and Busselton
Population: Approximately 42,000 4
Sugar Loaf Rock CAPEL
Nature Reserve
Annual Average Holiday/Leisure Visitors 2001-2008: 3
DUNSBOROUGH
YALLINGUP Tuart Forest
782,300 overnight visitors National Park
2,851,500 nights BUSSELTON
Average length of stay = 3.6 nights
Yelverton
National Park SHIRE OF BUSSELTON
Whicher
National Park
COWARAMUP
GRACETOWN Blackwood
State Forest
MARGARET RIVER Bramley
National Park
NANNUP
SHIRE OF
AUGUSTA-MARGARET
RIVER
Blackwood River
National Park
Forest Grove
National Park
Leeuwin-Naturaliste
National Park
Scott
National Park
AUGUSTA
The Margaret River Wine tourism region includes the whole of the Shires of Busselton
and Augusta-Margaret River and should not be confused with the wine region of the
0 5 10
Km
same name which divides the Shire of Busselton in half along the Gladstone line.
Australia’s South West 9
Tourism Western Australia | Tourism Development PrioritiesStrengths and Unique Selling Points:
The Margaret River wine region includes the main townships of Margaret River,
Dunsborough, Yallingup, Augusta, Busselton and Cowaramup. The region is “I just like the whole atmosphere of Margaret River.
well known for indulgent experiences (fine dining, winery cellar doors, boutique I think it’s got a bit of everything.”
accommodation, arts/crafts), aquatic adventures (surfing, fishing, diving, (Regular Australia’s South West visitor)
snorkelling and sailing), its laid-back coastal towns and surrounding environment
(forests, caves). Of the entire Australia’s South West area, the Margaret River wine
region is the most developed in terms of products and infrastructure for tourism. “You’d be hard pressed to find a better wine region in
Australia. It’s not just wineries, it’s the whole arts and crafts
Margaret River is one of the most well known tourism destinations within the
experience and the food and shopping…it’s the package deal
entire state and the most visited region outside of the Perth area. Historically,
that comes with the wine region.” (Destination stakeholder)
the majority of tourism activity within the region has been from intrastate visitors
however there is a strong desire from interstate and international visitors to
experience the area.
“I would have to say the South West Cape area [Margaret
Having received significant investment in product and infrastructure in recent River] is the most important destination [in Western
years, there is now a need to open up the region to new markets to ensure Australia]. It’s certainly the most well known, the most well
the long term viability of tourism in the area. developed and the most promoted. And it’s probably the
most well visited for all those reasons.”
(Statewide stakeholder)
10 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesCurrent Performance:
The Margaret River wine region is largely in the consolidation stage of the tourism area lifecycle, although having been established for some years may be moving towards
becoming a mature destination in the near future. The key townships of Busselton, Dunsborough and Margaret River have a large range of accommodation, attractions,
activities and amenities available to visitors, although Busselton’s range of product offerings are somewhat older than the rest of the region.
In terms of visitor numbers, the Margaret River wine region is the most popular tourism region outside of the Perth area, with Perth residents having a long history of going
“down south” during peak school holiday periods. High numbers of interstate and international visitors also regularly journey down via Perth to experience the product
offerings in the region.
Current Lifecycle and Performance of Margaret River wine region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Margaret River wine region Consolidation Medium High High Medium
For additional information about the Tourism Area Lifecycle see Appendix B.
Annual Average Holiday/Leisure Overnight Visitors 2001-2008 3
Local Government Area Intrastate Interstate International Total
Shire of Busselton 372,000 26,800 27,200 426,000
Shire of Augusta-Margaret River 265,000 66,000 53,400 384,400
Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 3
Local Government Area Day Trips
Shire of Busselton 206,600
Shire of Augusta-Margaret River 181,300
The actual number of daytrips may be understated. Please refer to point 6 on the last page of this document for further information.
Australia’s South West 11
Tourism Western Australia | Tourism Development PrioritiesAccess
Road access to the Margaret River wine region is regarded as fairly well developed Road access within the region is generally considered to be adequate; however
with the majority of visitors accessing the region by self drive. At a distance of there are opportunities for road improvements. While the Margaret River
233km from Perth to Busselton and 281km between Perth and Margaret River, the township offers a unique shopping and dining experience, having a major road
travel time to the region from Perth is approximately three to four hours. Because carrying heavy vehicles through the town centre is not seen as desirable. A
of the ease of self drive access, the region is not directly served by rail or aviation planned bypass around the Margaret River township is viewed as critical for
services, although there are two coach companies (Transwa and South West maintaining the overall holiday feel of the Margaret River region. The provision of
Coachlines) providing daily services to the region. additional passing lanes on Bussell Highway between Busselton and Augusta and
an improvement of Margaret River wine region’s secondary roads are also
In recognition of the significant investment in tourism product in recent times, viewed as priorities for improving visitor safety and enjoyment in the region.
it is widely realised that further improvements to air access is the region’s
number one priority. The Busselton Regional Airport facilities are considered
inadequate to cater for the current tourism market and anticipated longer-term “You’ve got the conflict of noise and safety…conflict of freight
tourism visitation levels. Further improvements to airport facilities in the region movement and a rustic wine region tourism experience. There
are seen as an opportunity to create direct flights to the region for interstate is a contradiction. For Margaret River, the construction of the
and international visitors, thus opening up demand within the entire South perimeter road has got to be the most important singular
West region. However, it is noted that for interstate flights to Busselton to be agenda.” (Destination stakeholder)
considered attractive to the market, affordable flight options or value for money
flight/accommodation/tour/car-hire packages are required.
In addition to the need to improve visitor safety, there is a call for access in the
“I think the airport is the most important infrastructure (project) region to take advantage of the new Perth to Bunbury Highway. At the present
for the region. The greatest issue for us is that 85% of our visitors time, the Perth Bunbury Highway linking Perth to Bunbury continues as a dual
are from WA, and whilst that’s a great strength that’s also a carriageway past Bunbury and onto Capel. However past Capel and on to Busselton,
great weakness. We need to find a way to grow the interstate the road narrows to single lane. It is viewed as critical that this section of road be
and international market. Margaret River only gets 10-15% upgraded to a dual carriageway to avoid bottlenecks of traffic in the area.
of its visitors from interstate which is bugger-all for a mature
destination. A mature destination should have much closer to half Other priorities for access in the region include:
of its visitors from an intrastate market and then a quarter each
from interstate and international.” (Destination stakeholder) • The continuation of any extension of the suburban passenger line from
Mandurah into Bunbury and on to Busselton, to provide a viable rail link into
the Margaret River Wine region;
• The final sealing of Mowen Road linking Margaret River with Nannup to
provide an accessible driving route between the Margaret River wine region
and the Blackwood River Valley regions.
12 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesAccommodation
Accommodation within the Margaret River wine region is considered to be well Finally, stakeholders also highlighted that an opportunity exists for accommodation
catered for, with a range options for visitors to the region operators to differentiate their accommodation through the early adoption of
more efficient business practices, including better management of waste, water
While there is seen to be ample accommodation in most categories in the and energy.
region, some stakeholders feel there is an opportunity for additional caravan
park sites, especially as many existing parks in the region have been converted to
residential and short stay chalet style accommodation. In addition, there is also
seen to be the opportunity for the development of additional 5 star or resort style
accommodation in the region.
Australia’s South West 13
Tourism Western Australia | Tourism Development PrioritiesAttractions and activities
The Margaret River wine region has a wide range of natural attractions such Maintaining the standard of the caves in the Margaret River region is also seen
as beaches, caves, trails and natural bush. There are also many food and wine as important. In recent years, some of the caves in the region have undergone
establishments in the area that have become attractions in their own right. Whale rejuvenation with the development of additional attractions and amenities. The
watching is an attraction along the coast, particularly around the Augusta area. development of indigenous experiences at Ngilgi Cave and the proposed Mega
Fauna Centre at Mammoth Cave are seen as key projects in continuing to
Whilst there is seen to be a variety of attractions, it is felt that further work is improve the cave experience in the area.
required to build these attractions to support a less seasonal industry in the region.
Other projects which are supported by stakeholders as a way of facilitating a less
“…the issue for us is that whilst the nature based experience seasonal industry include:
is why people come down; we don’t have other offerings • The development of a Busselton Wetlands Observatory;
which are available for 12 months of the year. A lot of the
nature based experiences are seasonal like whales and • The further enhancement of the Cape to Cape Walk Trail to provide for a
wildflowers, and that’s an important part of our mix. But we year wide trail industry in the region;
need experiences people can do down here irrespective of • The establishment of additional dive wrecks in the region;
the season or weather.” (Destination stakeholder) • The development of appropriate environmentally friendly sensitive
infrastructure to cater for off road cycling and mountain bike trails;
While developing these types of attractions is considered essential, stakeholders • The development of attractions and activities based on the region’s geological
concede that finding financially viable products that can be offered throughout the assets.
entire year is a challenge. With a high level of existing product in the region, it is
felt that the rejuvenation of some key existing attractions in the area could be
a good first step to facilitating the development of a less seasonal tourism industry.
Of particular focus for rejuvenation is the Busselton Jetty. Although a key
attraction in the region, in its current state it is strongly undervalued and
underutilised. Work is currently underway to restore the jetty and then build up
the attraction by adding further product offerings either attached to or around
the jetty foreshore. Securing the future of this historic jetty through ongoing
maintenance and planning for a future redevelopment to be part of a rejuvenated
Busselton foreshore is seen as a key priority for the region.
14 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesAmenities
Although the Margaret River wine region does not contain many major regional Improved boat access, jetty facilities and associated infrastructure in the region is
centres, amenities for visitors are seen to be well served. There is a good spread of critical for charter operators supplying whale watching, cruising and diving tours
restaurants and cafes, well serviced visitor centres and plenty of basic amenities for and for the recreational boating sector in general. In particular, the development of
visitors, however there are several proposed projects that could significantly enhance appropriate jetty facilities in Augusta and Dunsborough is seen as essential
the amenities for visitors in the region. for supporting the local whale watching industry. Without passenger berthing
facilities, whale watching is currently only available to visitors who are prepared to
Of most significance is the proposed Busselton foreshore redevelopment. Many board small runabouts and be ferried to the main boat. This restricts many groups
stakeholders feel that this foreshore redevelopment would reinvigorate the town and of people (including young children, the elderly and disabled) from participating
provide a greater focus for visitors through the development of a tourism precinct. This in these activities. The development of appropriate jetty facilities would alleviate
foreshore redevelopment is envisioned to include a cultural precinct, a relocation of the the need to use runabouts and open up whale watching to a broader market.
Busselton Visitors Centre close to the foreshore, opportunities for investment in
tourism related amenities such as cafes and restaurants and a linking to a rejuvenated
Busselton Jetty. Local opposition to this redevelopment may be an issue, but the “You have the most amazing waterways which
project is seen to be in the long term interests of the local tourism industry. would bring employment and livelihoods to the region.”
(Regional stakeholder)
The need for business/conference facilities within the Margaret River wine
region is also an issue amongst stakeholders. It is felt that while many groups want
to travel to the region for meetings, incentives, conferences and events (MICE), Business signage within the Margaret River wine region and toilet facilities
a lack of adequate facilities limits the opportunities for the corporate market in at key locations (such as beaches) are also seen as areas for improvement.
the area. A development of meeting facilities for up to 400 participants is seen as
essential if the benefits of the MICE sector are to be felt in the region.
Australia’s South West 15
Tourism Western Australia | Tourism Development PrioritiesPriorities for Margaret River Wine Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West 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) Develop an airport in the Margaret River wine region capable of managing direct air services
An airport in the south west region is required to attract direct interstate and international aviation routes into the Margaret River region. These air services will open up
new markets, attract new visitors and be critical to supporting investment in the region. A significant upgrade to the existing Busselton airport may deliver the required
infrastructure. If this is found to not be possible, development at a green-fields site should be pursued.
Priority Project Key agencies Timeframe
Shire of Busselton, Shire of Augusta-
Upgrade the Busselton airport to handle interstate and international air services or Margaret River, Department of
Very High 1-5 years
investigate the potential for an alternative airport development in the region Transport, South West Development
Commission
2) Improve Bussell Highway (including Margaret River Bypass)
Bussell Highway provides the main north-south route through the Margaret River wine region. However, heavy traffic on the Bussell Highway through the ever expanding
Margaret River township conflicts with the region’s holiday feel and raises safety issues. With the population in the region expected to increase to just under 60,000 by
2025 (a 51% increase), 4 additional pressure will be placed on this route. As a result, a bypass of the Margaret River township is seen as essential. In addition to the bypass,
the provision of further passing lanes on the Busselton to Augusta section of the Bussell Highway will also improve visitor safety in the region.
Key projects include:
Priority Project Key agencies Timeframe
Main Roads, Shire of Augusta-
Very High Construct a bypass of the Margaret River township 1-5 years
Margaret River
High Construct additional passing lanes on Bussell Highway between Busselton and Augusta Main Roads 1-5 years
16 Australia’s South West
Tourism Western Australia | Tourism Development Priorities3) Continue the improvements brought about by the Perth to Bunbury Highway
Opportunities exist to improve access to the Margaret River wine region through continuing improvements brought about by the development of the Perth-Bunbury
Highway. The provision of a dual carriageway between Capel and Busselton will help reduce bottlenecks in traffic coming off the Perth-Bunbury Highway, while the
development of rail services through to Bunbury and beyond will provide alternate access for visitors (particularly interstate and international) to the region.
Key projects include:
Priority Project Key agencies Timeframe
Very High Upgrade Bussell Highway between Capel and Busselton to a dual carriageway Main Roads 1-5 years
Extend the suburban passenger line from Mandurah into Bunbury and investigate the
High Department of Transport 10+ years
potential for further expansion into the Margaret River Wine region in the long term
4) Secure the future of the Busselton Jetty
Busselton Jetty is an iconic attraction in Australia’s South West region and a focal point for visitors in Busselton. State Government funding has been secured to improve
the jetty to a standard in which current facilities can be better used for tourism. After the jetty has been restored, there is the opportunity for further expansion of the
jetty’s product offerings.
Key projects include:
Priority Project Key agencies Timeframe
Shire of Busselton, Busselton Jetty
Investigate the expansion of the Busselton Jetty’s (in particular the Underwater
High Environment and Conservation 1-5 years
Observatory) product offerings
Association
Australia’s South West 17
Tourism Western Australia | Tourism Development Priorities5) Investigate and facilitate the development of convention/conference facilities in the region
There is a lack of suitable business conference and convention facilities in the Margaret River region which, coupled with a lack of aviation access, is believed to be a barrier to
increasing visitation from the business travel sector. It is recommended that local government liaise with key operators to assess the viability and potential location of conference
and convention facilities, and encourage further development in this area.
Priority Project Key agencies Timeframe
Investigate and facilitate the development of convention/ Shire of Augusta-Margaret River, South West Development
High 1-5 years
conference facilities in the area Commission
6) Improve safety on Margaret River’s secondary roads
Some of the secondary roads in the Margaret River wine region have deteriorated to such an extent that they have become dangerous. These secondary roads are the main
access point to tourism attractions in the area including galleries, wineries and restaurants. It is important that these secondary roads are upgraded to improve visitor safety
in the region. In most cases upgrading requires the widening of roads to improve passing widths for oncoming and passing vehicles. Upgrades must be done in a way that
preserves the scenic character of these roads.
Key projects include:
Priority Project Key agencies Timeframe
High Increase seal and shoulder widths on Harmans Mill Road Shire of Busselton, Main Roads 1-5 years
High Increase seal and shoulder widths on Harmans Road South Shire of Augusta Margaret River, Main Roads 1-5 years
High Increase seal and shoulder widths on Metricup Road Shire of Busselton, Main Roads 1-5 years
High Increase seal and shoulder widths on Vasse Yallingup Road Shire of Busselton, Main Roads 1-5 years
High Increase seal and shoulder widths on Wallcliffe Road Shire of Augusta Margaret River, Main Roads 1-5 years
High Increase seal and shoulder widths on Wildwood Road Shire of Busselton, Shire of Augusta Margaret River, Main Roads 1-5 years
High Increase seal and shoulder widths on Yelverton Road Shire of Busselton, Shire of Augusta Margaret River, Main Roads 1-5 years
Complete sealing of Mowen road from Sues Road in the Shire
High of Augusta-Margaret River through to Nannup to provide a Shire of Augusta Margaret River, Main Roads 1-5 years
link into the Blackwood River Valley region
18 Australia’s South West
Tourism Western Australia | Tourism Development Priorities7) Ensure the preservation and development of affordable accommodation in the region
With a significant reduction in caravan park capacity in the region over the last 20 years, there is a need to both preserve and develop caravan park and other
accommodation to ensure the long term availability of affordable family accommodation.
Priority Project Key agencies Timeframe
Shire of Busselton, Shire of Augusta-
High Investigate future sites for caravan parks in the region 1-5 years
Margaret River
8) Ensure tourism related development is incorporated in the proposed Busselton Waterfront Precinct Development
It has been suggested that further development is needed along the Busselton foreshore precinct to make the area more desirable as a tourism location. Foreshore
redevelopment provides the opportunity to create a tourism precinct in the area, incorporating visitor servicing through a relocation of the exiting visitors centre, existing
attractions such as the Busselton Jetty and other tourism related amenities such as cafes and restaurants. This foreshore development is seen as a long term priority for the
region.
Key projects include:
Priority Project Key agencies Timeframe
Ensure tourism related development is incorporated in the proposed Busselton Shire of Busselton, Department of Planning,
High 5-10 years
Waterfront Precinct Development Geographe Bay Tourism Association
Shire of Busselton, Geographe Bay Tourism
Medium Relocate the Busselton Visitors Centre into the Busselton Waterfront Precinct 5-10 years
Association
Australia’s South West 19
Tourism Western Australia | Tourism Development Priorities9) Improve boat access and jetty infrastructure in the region
Improved boat access, jetty facilities and associated infrastructure in the region is critical for charter operators supplying whale watching, cruising and diving tours and for
the recreational boating sector in general. In particular, the development of appropriate jetty facilities in Augusta and Dunsborough is seen as essential for supporting the
local whale watching industry through the provision of a safe point for passenger disembarkation.
Key projects include:
Priority Project Key agencies Timeframe
Develop appropriate jetty facilities for whale watching and other marine based tourism Shire of Augusta-Margaret River,
High 1-5 years
activities in Augusta Department of Transport
Develop appropriate jetty facilities for whale watching and other marine based tourism
Medium Shire of Busselton 1-5 years
activities in Dunsborough
Shire of Augusta-Margaret River, Shire
Medium Facilitate the development of smaller boat launching facilities in the region 1-5 years
of Busselton, Department of Planning
20 Australia’s South West
Tourism Western Australia | Tourism Development Priorities10) Ensure opportunities for attraction and activity rejuvenation and development
In order to reduce the seasonality of the region there is a need to develop attractions that have a year round appeal. Rejuvenation of some key existing attractions in the
area could be a good first step to facilitating this. There are a number of projects that are currently proposed that can assist in achieving this goal.
Key projects include:
Priority Project Key agencies Timeframe
Augusta-Margaret River Tourism
Medium Development of the Mega Fauna Centre at Mammoth Cave 1-5 years
Association
Medium Development of indigenous experiences at Ngilgi Cave Geographe Bay Tourism Association 1-5 years
Department of Environment and
Further enhancement of the Cape to Cape walk trail and development of ancillary
Medium Conservation, Friends of the 1-5 years
services for walkers
Cape to Cape
Shire of Busselton, Geographe Bay
Medium Development of a Busselton wetlands observatory Tourism Association, South West 1-5 years
Development Commission
Margaret River Geographe Tourism Task
Medium Investigate the opportunity for additional recreational dive sites in the region 1-5 years
Force
Facilitate the development of appropriate environmentally friendly sensitive Department of Environment and
Medium infrastructure to cater for off road cycling and mountain bike trails in the Margaret Conservation, Department of Sport and 1-5 years
River region Recreation
Investigate the opportunity for developing attractions and activities based on the Department of Environment and
Medium 1-5 years
region’s geological assets Conservation
Australia’s South West 21
Tourism Western Australia | Tourism Development Priorities11) Review signage needs across the region
It is felt that the quality of business signage to attractions across the Margaret River region can be improved to be made clearer to self-drive travellers. As a result, it is
recommended that local shires collaborate with the South West Development Commission to identify key signage gaps across the area.
Priority Project Key agencies Timeframe
Shires of Augusta-Margaret River and
Medium Review signage needs across the area and improve where needed 1-5 years
Busselton, Main Roads
12) Improve the quality of visitor facilities in key tourism locations
Many stakeholders also feel that the quality of visitor facilities such as toilets at key tourism locations (particularly beaches) is in need of improvement. This need to improve
facilities at beaches will become increasing important if direct air services from the east coast and overseas are secured.
Priority Project Key agencies Timeframe
Shires of Augusta-Margaret River and
Medium Improve the quality of visitor facilities in key tourism locations 1-5 years
Busselton
22 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesGreat Southern Sub-Region
Includes the City of Albany and the Shires of Broomehill-Tambellup, Cranbrook, Denmark, Gnowangerup, Jerramungup, Katanning, Kent, Kojonup,
Plantagenet and Woodanilling 0 10 20
Population: Approximately 95,000 4 Great Southern Km
Annual Average Holiday/Leisure
Visitors 2001-2008: 3
SHIRE OF WOODANILLING
300,000 overnight visitors SHIRE OF KATANNING
SHIRE OF KENT
1,146,200 nights
KATANNING
Average length of stay = 3.8 nights
KOJONUP
JERRAMUNGUP
SHIRE OF SHIRE OF
KOJONUP BROOMEHILL-TAMBELLUP
Fitzgerald River
SHIRE OF GNOWANGERUP National Park
SHIRE OF JERRAMUNGUP
SHIRE OF CRANBROOK
BREMER BAY
Stirling Range
National Park
MOUNT BARKER
SHIRE OF PLANTAGENET
Porongurup
National Park
CITY OF
Mt Lindesay ALBANY
National Park
SHIRE OF Waychinicup
DENMARK National Park
Valley of the
DENMARK
Giants Two Peoples Bay
William Bay
ALBANY Gull Rock Nature Reserve
National Park National Park
West Cape Howe Torndirrup
National Park National Park
Australia’s South West 23
Tourism Western Australia | Tourism Development PrioritiesStrengths and Unique Selling Points:
The Great Southern region consists of the larger towns of Albany, Denmark and
Mount Barker and a range of other settlements. The area is known for its natural “The key strength of Albany is its history - significant as being in
environment (beaches, tall timber forests, wildflowers, and coastline), whales and the first settlement in WA.” (Destination stakeholder)
other marine life as well as wineries. The region is also home to almost a dozen
national parks. Inland from the coast, the region provides opportunities for visitors
to engage in the rural lifestyle. “I really enjoy Albany because there’s the variety of places to go.
You’ve got your terrific coastline, you’ve got the Stirling Ranges,
This region has several of Australia’s South West’s most visited attractions,
the Porongurups up at Mount Barker and you’ve got the
including the Valley of the Giants Tree Top Walk and Whale World, as well
Kalgan River. There’s such a variety.”
as the well known Great Southern wine region. Out of all the regions within
(Regular Australia’s South West visitor)
Australia’s South West, the Great Southern is perceived by both stakeholders and
consumers to have the strongest history and heritage offering, with Albany
being the first settlement in WA, the main port for Western Australia until the
opening of the port of Fremantle in 1900, an integral site of ANZAC history as well “Denmark is a long drive, but it is beautiful down there. They’ve
as home to the last operating whaling station in Australia. got beautiful beaches down there. Those beautiful beaches with
the big boulders on them are stunning.” (Regular Australia’s
South West visitor)
24 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesCurrent Performance:
Having been established for many years and with a range of accommodation, attractions, activities and amenities available to visitors, Albany is generally considered to be
a well developed tourism destination. With some significant projects currently underway (including the Albany Waterfront Development), this well established destination
is seen to be the early stages of rejuvenation. Further along the coast, the township of Denmark is seen to be developing, with a range of smaller accommodation options
and a good spread of attractions and activities.
Outside of these two popular coastal destinations, the Great Southern region is generally seen to be in a stage of involvement.
Current Lifecycle and Performance of the Great Southern sub-region:
Area Stage in Lifecycle Access Accommodation Attractions/Activities Amenities
Albany Rejuvenation High Medium Medium Medium
Denmark Development Medium Medium Medium Medium
Rest of Great Southern Involvement Medium Low Low Low
For additional information about the Tourism Area Lifecycle see Appendix B.
Annual Average Holiday/Leisure Overnight Visitors 2001-2008 (Top Four Local Government Areas) 3
Local Government Area Intrastate Interstate International Total
City of Albany 118,900 48,900 42,000 209,800
Shire of Denmark 57,900 10,600 9,500 78,000
Shire of Plantagenet 12,900 2,100 1,600 16,600
Shire of Jerramungup 14,000 1,100 1,400 16,500
Australia’s South West 25
Tourism Western Australia | Tourism Development PrioritiesAccess
Annual Average Holiday/Leisure Daytrips by Domestic Visitors 2001-2008 Access to the Great Southern region is considered reasonably well developed with
(Top Four Local Government Areas) 3 the majority of visitors accessing the region by means of self drive. At a distance of
417km from Perth, the travel time required to drive directly from Perth to Albany
Local Government Area Day Trips is approximately five hours. While reasonably close to Perth, stakeholders concede
that perceived shorter distances between Perth and other well known tourism
City of Albany 134,100
regions such as the Margaret River wine region inhibit the potential to maximise
Shire of Denmark 50,800 visitation to the Great Southern.
Shire of Plantagenet 26,000
“The thing [the Great Southern region] has against it is it’s a five
Shire of Katanning 11,500 to six hour drive. It’s not a destination that you think, oh, let’s go
this weekend.” (Regular Australia’s South West visitor)
The actual number of daytrips may be understated. Please refer to point 6 on the
last page of this document for further information.
Albany is serviced by regular Skywest air services from Perth. Whilst flights from
Perth only take approximately one hour, the cost of flying is viewed by some
to be prohibitively expensive and therefore limited to more affluent visitors,
certainly out of the reach of budget seekers or family holiday stays. Several towns
within the region are also serviced by Transwa bus services.
“It’s great if you have your own car but if you were a backpacker
coming down here you’d be stuffed.” (Destination stakeholder)
Although self drive access is reasonably well developed, there are seen to be areas
for improvement. Specifically, there is seen to be the need to either widen or
provide additional passing opportunities on key entry points into the region
(e.g. Albany Highway, Denmark Mt Barker Road) to help reduce driving times
and improve safety. In addition, there is seen to be the need to improve minor
roads around Denmark as well as the need to improve roads to and within key
national parks (such as the Fitzgerald River, Stirling Range and West Cape Howe).
26 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesAccommodation Attractions and Activities
Accommodation in the region is generally considered to be adequate at the lower There is a good spread of both natural and man made attractions in the region.
end of the market with a good range of caravan parks, bed and breakfasts and Natural attractions include pristine beaches, breathtaking coastline, tall forests,
motels. However in key tourism hubs such as Albany and Denmark, there is minimal wildlife, wildflowers and rolling mountains. Man-made attractions in the area
higher rated accommodation which limits the market not only for general visitors include wineries, restaurants and the iconic Valley of the Giants Tree Top Walk
but also for the increasing number of corporate travellers to the area. and Whale World.
Whilst the region features a diverse range of attractions, there is strong sentiment
“Denmark through to Albany has a huge problem with not amongst stakeholders that many of these attractions do not lend themselves to
having a four plus plus accommodation venue that is not a repeat visitation. With a range of existing product in the region, it is felt that the
motel. With the Esplanade gone, it’s fairly hard to market rejuvenation of some key existing attractions in the area, such as the Valley of
because it’s dropped out of the Qantas Holiday and Infinity the Giants Tree Top Walk and the continued rejuvenation of Whale World, would
brochures. You can have the biggest conference centre but be a good first step to driving repeat visitation into the region.
where are people going to stay?” (Destination stakeholder)
One of the unique selling points of the Great Southern region is the depth of
heritage attractions around Albany. However, many stakeholders see that
“Having five star accommodation is definitely a priority that these experiences are currently underdeveloped and undersold. A need for
needs to be improved for Albany. This restricts a lot of events additional interpretation is seen as key to further developing these cultural and
that we can bring to town and also the level of business that heritage experiences in the region.
we attract. This is definitely the main black hole for us.”
(Destination stakeholder) In addition, there is seen to be to need to develop additional facilities for
whale watching along the coastal sections of the region, as well as the need to
investigate the opportunity for developing attractions and activities based on the
Accommodation developments associated with the Albany Waterfront should
region’s geological assets.
help alleviate some of these issues over the short to medium term.
While the existing accommodation in the region, particularly in Albany, is seen
to be comfortable and clean, some accommodation stock is also seen to be
outdated and in need of modernising. This need for upgrading is seen as
particularly important in light of the high numbers of interstate and international
visitors to the area.
Australia’s South West 27
Tourism Western Australia | Tourism Development PrioritiesAmenities
Amenities within key tourism areas in the Great Southern are considered to
“When you look at a place like Stirling Terrace, nearly all the cater relatively well for visitors. However, stakeholders are in strong agreement
heritages are still intact. There is a huge amount of associated that the redevelopment of the Albany waterfront will be the vehicle to attract
culture with Albany. You’ve got the regional jail going back and increase greater visitation from the corporate market, an area of significant
to the colonial period. If you go to places like Kojonup, it was opportunity for the City of Albany. This planned waterfront development is
the first region in the Shire to have more than 100 million to include an entertainment centre, short stay accommodation and corporate
sheep. When in isolation, some of these things seem a bit function facilities, as well as providing improved marine facilities for both
trivial however when you actually start to join the dots there commercial and recreational vessels.
is a huge amount of culture and heritage not only in Albany
but also through the Great Southern region.”
“When you’ve got organisations and associations wanting to
(Destination stakeholder)
hold their conference in a regional WA setting, we can’t oblige
at the moment as we don’t have the facilities in Denmark or
Further interpretation around key attractions in national parks (i.e. Albany to host them.” (Destination stakeholder)
Torndirrup, Stirling Range and Porongurup National Parks) is seen as a priority for
improving educational experiences for visitors to the region. Other priorities for With the well known Bibbulmun Track ending in Albany, and the extension
attraction and activity development in the region include: of the Munda Biddi Trail to also conclude in Albany, the region is an essential
part of the leisure trail network in Western Australia. To further capitalise on this
• The development of the ANZAC Peace Park as a venue for future ANZAC extensive trail infrastructure, it is felt that a provision of pick up, drop off and other
commemorations and ceremonies; outdoor activity related services could be developed by accommodation operators
• The facilitation on indigenous product, particularly in the Stirling Range in the region. In addition, the possible development of a trail linking Bremer Bay
National Park, Porongurup National Park and at Oyster Harbour in Albany; and Hopetoun through the Fitzgerald River National Park is also seen as an
• Extension of the Munda Biddi Trail from Nannup (Blackwood River Valley opportunity for the region.
region) to Albany (Great Southern region); Given the importance of the whale watching industry to the region, stakeholders
• Development of a themed wine trail around the Great Southern region. also see the value of constructing a jetty near the Whale World precinct and need
to develop complimentary interpretation of the whaling history in Albany.
28 Australia’s South West
Tourism Western Australia | Tourism Development PrioritiesPriorities for Great Southern Sub-Region
The following priorities will assist in improving infrastructure and stimulating private investment in product development in the Australia’s South West 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) Ensure tourism related development is incorporated in the redevelopment of the Albany Waterfront
The development of the Albany Waterfront has the potential to significantly improve accommodation stock and tourism related amenities in the Great Southern region.
This planned development will link the main commercial street in Albany (York Street) with the waterfront to create a new focal point for visitors and locals alike.
Development of a hotel site with corporate function facilities, and the development of short stay apartments and an entertainment centre will significantly improve the
region’s ability to attract and cater for business visitors, while the development of additional marine facilities will improve services for both commercial and recreational
vessels.
Key projects include:
Priority Project Key agencies Timeframe
Facilitation of a hotel development coupled with conference facilities as part of the
Very High Landcorp, City of Albany 1-5 years
Albany Waterfront
High Facilitation of a short stay apartment development at the Albany Waterfront Landcorp, City of Albany 1-5 years
Medium Construction of the Albany Entertainment Centre Department of Treasury and Finance 1-5 years
Australia’s South West 29
Tourism Western Australia | Tourism Development Priorities2) Investigate the opportunity for attraction rejuvenation and development
In order to increase repeat visitation and length of stay in the region, it is felt that the rejuvenation of key existing attractions is essential. Attractions for focus include the
Tree Top Walk east of Walpole and Whale World in Albany. In addition, there is also the opportunity to develop new attractions such as the ANZAC Peace Park and Great
Southern Wine Trail to further build upon key experiences in the region.
Key projects include:
Priority Project Key agencies Timeframe
Department of Environment and
Very High Investigate the opportunity for rejuvenating the product offering at the Tree Top Walk 1-5 years
Conservation
Upgrade the tourism facilities of the Princess Royal Fortress in preparation for the ANZAC
Very High City of Albany 1-5 years
centenary in 2015
Continued rejuvenation of the product offering at Whale World (including possible
High Jaycees Foundation 1-5 years
development of jetty facilities for whale watching)
High Develop the ANZAC Peace Park City of Albany 1-5 years
Great Southern Wine Producers
Medium Facilitate the development of drive trail infastructure along the Great Southern Wine Trail Association, Albany Chamber of 1-5 years
Commerce and Industry
Department of Environment and
Medium Investigate the development of facilities for whale watching at key points in the region Conservation, City of Albany, Shire of 1-5 years
Denmark, Shire of Jerramungup
Investigate the opportunity for developing attractions and activities based on the region’s Department of Environment and
Medium 1-5 years
geological assets Conservation
30 Australia’s South West
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