New action plan for Aboriginal tourism in WA
The Western Australian Government has launched its Aboriginal Tourism Action Plan for the next four years to grow Aboriginal tourism and celebrate culture across the State.
The Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 outlines the Cook Labor Government’s framework to grow Aboriginal tourism businesses, support jobs and strengthen Aboriginal culture as the heart of the State’s visitor economy.
The Plan outlines 40 initiatives that will be delivered by Tourism WA in partnership with the Western Australian Indigenous Tourism Operators Council (WAITOC) and seven Cook Government agencies and is backed by a $20 million investment.
Key points
- Launch of Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 to grow Aboriginal tourism and celebrate culture across WA
- Builds on the success of the first Jina Plan to 2025, supporting more than 150 Aboriginal tourism businesses and increasing visitor engagement
- Delivered by the WA Government through Tourism WA, in collaboration with WAITOC and seven Cook Labor Government agencies
WA Tourism Minister Reece Whitby joined WAITOC chair Darren Capewell and CEO Robert Taylor in Carnarvon at the 2026 Perth Airport WA Tourism Conference to celebrate the launch of the plan and meet with Aboriginal operators.
“This plan is about empowering Aboriginal communities to lead, create and grow their own tourism businesses, sharing culture in a way that is guided by community and grounded in Country,” Aboriginal Affairs Minister Don Punch said.
“We are supporting Aboriginal people to shape their own economic future, build strong businesses, create local jobs, and ensure communities directly benefit from tourism across Western Australia.
“At its heart, this plan is about showcasing the strength of culture, connections to Country and knowledge sharing by Aboriginal tourism throughout WA.”
Visitor interest in Aboriginal tourism grows
The 2026-2030 Jina Plan comes after the inaugural Jina Plan 2021-2025 delivered strong results, growing the number of Aboriginal tourism businesses to around 150, up from 110 in 2019. It supported initiatives including marketing campaigns, cultural activations, the development of Aboriginal-owned and managed campgrounds, training programs and public art projects.
Visitor interest in Aboriginal tourism continues to grow in Western Australia, with more than four in five visitors expressing interest in experiencing Aboriginal tourism in WA in 2024-25.
In 2023-24, Aboriginal tourism businesses in Western Australia contributed $55.1 million to the State’s economy, an increase of more than 25 per cent from 2021-22.
The Jina Plan 2026-2030 will continue to support Aboriginal communities to stay connected to Country, strengthen cultural pride, and deliver high-quality tourism experiences that showcase Western Australia’s unique cultural heritage.
The plan is a key part of the Cook Labor Government’s strategy to develop and maintain regional destinations and support Aboriginal tourism as a vital sector in building a resilient, diversified economy.
