People are looking closer to home to meet their travel needs due to recent overseas travel restriction. The Armadale region, encompassing much of the picturesque Perth Hills, shows great potential to become a much-loved destination for Perth. The City of Armadale has recognised the region’s future needs to develop and enhance its tourism offer if it is to strengthen and diversify its visitor economy.

In conjunction with industry and key stakeholder input, we developed a Tourism Destination Strategy providing a robust framework and action plan for tourism planning, destination development and marketing of the region’s tourism experience. We conducted a review in 2019, which built on the successful rollout of initiatives identified in the initial Strategy and highlighted new tourism trends, opportunities and actions for the City.

Our engagement approach achieved stronger alignment between stakeholders, the City and tourism providers about Armadale’s areas of strength and opportunities. The Strategy has elevated the importance of tourism in bolstering the region’s economic success by diversifying its product offer, reshaping engrained perceptions and attracting new visitor markets.  

We defined key target audience and visitor profile to assist in marketing the destination’s authentic experiences and attract more visitors. This helped to identify approaches to challenge perceptions, improve amenities, vibrancy and create a visitor-focused region.  

A set of tangible strategies were created that also provide a step change for a longer-term transition for tourism development in the region.

• Analysis of the region’s experiences, product and attractions on offer  
• Establishment of the region’s Place Proposition including brand, positioning and values  
• An inspiring and highly actionable strategic framework to guide City efforts, maintain momentum and drive further visitation