The annual average visitation to the Gascoyne for 2016, 2017 & 2018 was 337,400 visitors.
For the Y/E June 2018 Gascoyne visitor spend was $359 million.
Tourism Research Australia’s National and International Visitor Survey data is collated by Tourism WA.
Tourism is the largest industry contributing to the economic success of the Gascoyne region. There are many opportunities to capitalise on global tourism trends by pursuing tourism ventures in the Gascoyne.
Australia’s spectacular landscapes, encompassing unique ecological and cultural features, are our greatest tourism asset. Combined with one of the world’s oldest living cultures and our enviable Australian lifestyle, our natural landscapes make Australia one of the world’s most desirable visitor destinations.
Australia’s National Landscapes Program is a partnership between tourism and conservation. The program aims to:
• Promote Australia’s world-class, high-quality visitor experiences;
• Increase the value of tourism to regional economies;
• Enhance the role of protected areas in those economies; and
• Build support for protecting our natural and cultural assets
The Ningaloo Shark Bay National Landscape has been recognised by Tourism Australia as one of 16 National Landscapes across Australia. This World Heritage landscape has been identified for the significant comparative advantages it contributes to Australia’s global tourism competitiveness.
Supporting documents include;
Gascoyne Regional Tourism Strategy
The Gascoyne Development Commission completed the Gascoyne Regional Tourism Strategy in 2014. The Gascoyne Tourism Strategy is designed to build capacity, increase regional collaboration and increase the value of tourism by focusing on laying solid foundations for the tourism industry at a local and regional scale.
The Gascoyne retains its focus on providing an immersive and unique experience for visitors and is positioned as a premium experiential eco-tourism destination. This has supported an expansion of tourism accommodation and retail offering in the region by the private sector.
Trending tourism themes that compliment the Gascoyne
- Eco-tourism (flora and fauna, geology, fossils, artesian hot springs, bird watching)
- Indigenous Tourism (bush tucker, bush medicine, interpretation, contemporary art, rock art)
- Food Tourism
- Adventure Tourism (scuba diving, free-diving, kite surfing, surfing, windsurfing, mountain biking, canoeing and kayaking, walking, hiking, 4wd, sailing, scenic flights, caving, fossicking)
- Expedition Cruising
- Business Tourism – meetings, incentives, conferences and events
- Cruise Shipping
- Station Stays
- Sport fishing
- Citizen Science Tourism
Business Traveller – MICE Market
Located on the doorstep of the World Heritage-listed Ningaloo Coast, the Gascoyne region looks forward to welcoming the lucrative Business Traveller market through the capacity of the brand new Ningaloo Centre in Exmouth. The Ningaloo Centre is now open for bookings for Meetings, Incentives, Conferences and Exhibitions. The average interstate or international business traveller will spend between $440 – $586/day, whereas the average interstate or international leisure traveller will spend between $83 – $132/day. Business Events Council of Australia
Accommodation opportunities exist across the board. Each of the major towns attracts more visitors in peak season than they can accommodate, across all market levels. Mantaray’s Ningaloo Beach Resort and Sal Salis Ningaloo Reef beach-side safari camp are attracting high-yield visitors, although this sector remains particularly underserviced throughout the region.
Shark Bay, Denham, Monkey Mia, Dirk Hartog Island, Steep Point
Private enterprise has recognised the potential of Tourism in Shark Bay, with four investors planning to spend in excess of $30 million. Industry, government and community leaders are consolidating an opportunity to leverage this private investment to develop of a number of tourism infrastructure projects across the Shark Bay World Heritage Property.
Acting as a catalyst for sustainable job opportunities and transformational economic growth; this proposed joint investment opportunity will also ensure the growing expectations of domestic and international visitors are met.
1. Product development & eco-tourism opportunities within the National Park on Dirk Hartog Island
2. Development of nocturnal fauna experience at the Peron Homestead in Francois Peron National Park
3. Tourism development on ‘Potters Block’ in Denham
Exmouth, Ningaloo Coast & Reef
Exmouth is recognised by the state government as one of 10 key cruise shipping ports in Western Australia. Exmouth has welcomed numerous cruise vessels with the Ningaloo Reef and World Heritage status key to a state itinerary of experiences.
- Development of tourism retail, shop fronts, offices and eateries/restaurant in the Exmouth Marina area
- The Shire of Exmouth – Ningaloo Trails Master Plan
- Development of scientific research facilities and commercial spaces at the Ningaloo Centre
- Whitlock Island tourism development including a multipurpose sporting facility and golf course
- Investigate the potential development of ‘Hot Springs’ at sites such as Bibbawarra Bore
- Develop old justice site in Carnarvon
- Gwoonwardu Mia, indigenous tourism development
- Paddock to plate interpretation and food experiences
- Baiyungu Track development
- Mt Augustus expanded accommodation and improved road access linkages (Kennedy Range Loop Rd, Mt Augustus to Karijini road alignment)
Regional Destination Marketing
The Gascoyne is marketed domestically and internationally by two Tourism WA marketing regions; Australia’s Coral Coast and Australia’s Golden Outback. Research on these regions and broader information on the tourism industry can be found at Tourism Research Australia.
- The Gascoyne’s tourism sector has experienced notable steady growth since 2011 (Tourism WA).
- 2016 – 2018 average annual visitation of 377,400 visitors is represented by 72% Intrastate, 13% Interstate and 15% international origin markets.
- Germany, United Kingdom, USA & Switzerland were the top international markets (Tourism Research Australia).
- Although the Shire of Carnarvon had the greatest number of visitors on a yearly average between 2016 and 2018 (176,100) (Shire of Exmouth 159,900), the Shire of Exmouth generated the greatest tourist expenditure (approximately $151 million in 2017) (Tourism Research Australia).
- The Shire of Upper Gascoyne’s tourism sector is still developing, with it’s most visited site in 2014 Mt Augustus (10,015 visitors; $1.1 million generation). The completion (2014) of the tourism precinct in Gascoyne Junction has further aided the development of the Shire’s tourism industry.
This link to Tourism WA Industry page provides the latest estimates of visitor numbers, nights, and spend in WA. It also looks at the purpose of visit, the origin of visitors, and regional dispersal. Data is broken down into the key visitor markets – international, interstate, intrastate and day-trip visitors.
Tourism Accreditation – an update by TCWA
Following more than 20 successful years of recognising high-quality tourism businesses, Australian tourism accreditation and awards will be re-branded to better promote your business.
The new Quality Tourism Framework will combine multiple tourism accreditation, business development and awards programs into a single, user-friendly online tool to develop your business and grow your market, paired with new, modern branding to promote your status as a Quality Tourism Accredited Business.
The new branding will be issued to Quality Tourism Accredited, Star Rated and Award-winning businesses at the start of 2019/20, in time for the consumer marketing campaign. Watch an informative video here.
Australian Tourism Data Warehouse – ATDW
The Australian Tourism Data Warehouse (ATDW) is globally unique. It offers the most comprehensive, quality assured digital database and multi-channel distribution network for tourism data, industry products and destination information. ATDW supports over 40,000 listings across 11 product categories, published by over 200 online distributors.
This content is compiled in a nationally agreed format and electronically accessible by tourism operators, offering them access to cost-effective digital distribution AND: wholesalers, retailers and distributors providing them with accurate, consumer relevant, Australian tourism data to use in their websites and booking systems.
Thinking of starting a tourism business?
Here are some useful links for some great resources to help you research and plan your idea;
Tourism WA (TWA) is the State Tourism Organisation (STO)
Tourism Council WA (TCWA) is the peak body representing tourism businesses, industry and regions in Western Australia. They also administer Tourism Accreditation and the Perth Airport Western Australian Tourism Awards
Australia’s National Tourism Organisation (NTO) Tourism Australia (TA) produce toolkits and industry updates for businesses, particularly those interested in engaging and attracting international visitors.
Tourism Research Australia (TRA) is a branch within Austrade. TRA are Australia’s leading provider of quality tourism intelligence across both international and domestic markets, equipping industry with information to strengthen their marketing and business decisions. LGA Profiles quick link
If you are interested in providing an indigenous cultural experience the Western Australian Indigenous Tourism Operators Council (WAITOC) is a great contact.
Industry Memberships are an important consideration for the tourism industry. Your local Visitor Centre or Tourism Association can be contacted for more information on the benefits of membership. There are two Regional Tourism Organisations (RTO) that cover the Gascoyne region and provide marketing benefits associated with their membership.
Australia’s Coral Coast (ACC)
Tourism Australia – Federal Government support for tourism businesses
Tourism Western Australia – Tourism WA sponsors a range of events for locals, visitors and industry. Find out more about sponsorship and other funding grants available.