A partnership has been established with The Margaret River Busselton Tourism Association (MRBTA) and Australia’s South West (ASW) this week announcing the signing of a Memorandum of Understanding, a first of its kind between a Local Tourism Organisation (LTO) and Regional Tourism Organisation (RTO).
The agreement will see the state-funded RTO Australia’s South West, and the LTO Margaret River Busselton Tourism Association working together closely, to ensure less duplication, and leverage resources more effectively as they forge ahead towards their 2020 goals.
CEO of MRBTA Pip Close said the partnership is the logical next step following the merge of Augusta Margaret River Tourism Association and Geographe Bay Tourism Association on July 1 last year.
“One of the biggest issues we’ve faced historically is the tourism bodies in the region (previously) AMRTA, GBTA, and ASW competing as individuals when it came time to having a presence working with trade and international markets, but promoting the same region. This led to confusion and a waste of resources.
By working together more strategically and each having our own focus, we can streamline our efforts, ensure there’s no duplication, and really maximise and leverage opportunities whilst we support each other.”
The MOU will see ASW take the lead on overseas marketing in key markets to increase awareness of the South West, and the MRBTA will provide on ground support around trade visits, and visitor dispersal in the Margaret River region.
Catrin Allsop, Acting CEO of ASW said the agreement has been commended at a state level and ASW are working to emulate the MOU throughout the South West.
“ASW is currently developing an LTO charter which aims to formulate MOU’s with other emerging LTO’s in the wider South West region. Implementing MOU’s in the wider region will mean greater benefits to the South West as leading tourism bodies work together to drive visitation to the region.
By minimising duplication and working more closely together ASW and MRBTA can ensure that the Margaret River Region is promoted effectively and efficiently. Maximising opportunities will also mean we can create bigger impact in any shared marketing opportunities.”
ASW will focus on international and interstate leisure and business tourism, targeted capacity building programs and continuing to work with key partners on developing and promoting touring routes throughout the region.
MRBTA will provide experience and product content to enhance the ASW’s overseas work and the focus will continue to be on the destination website, app and digital work around leisure tourism as well as furthering the SWDC partnership focusing on the Singapore around the Wine and Food Plan.
Together, the organisations will both work towards airport development and interstate marketing in partnership Tourism WA and other key stakeholders.
The MRBTA is looking forward to implementing this agreement with ASW to assist in reaching the goal of bringing $2bn of tourism revenue into the region by 2020.