Tourist groups to merge
The region’s two tourism associations have told staff they will move ahead with a merger during the next 12 months to form a single tourism body delivering the Margaret River brand.
The Augusta Margaret River Tourism Association and the Geographe Bay Tourism Association boards have voted to progress to the next step to deliver a unified regional brand.
Sub-committees of the groups have spent the past three months workshopping options for effective structural options to bolster destination marketing, the visitor experience and member servicing efforts.
A detailed analysis of the potential benefits will be completed by August and any merger would have to be ratified at the associations’ annual general meetings.
In a statement provided to the Times, AMRTA chairman Ross Ashton said the recent consultants’ study showed merit in having a single tourism association, and sub-committees had a “strong appetite” for the idea.
“After careful deliberation the sub-committee unanimously agreed they would like to have a closer look at a single tourism organisation for the region, ” he said.
However GBTA chief executive Sharna Kearney said nothing had been set in stone.
“It’s not necessarily going ahead; we’re progressing to more detailed analysis to determine whether it’s appropriate, ” Mrs Kearney said.
“It’s very much business as usual for staff and attractions into the future. Staff have all been really positive.”
Although the restructure would inevitably mean merging some positions, no staff changes were to be announced in the short term.
The AMRTA and GBTA have also commissioned further research to show the strength of the Margaret River brand, which has previously been an area of contention for Busselton with concerns it may be under-represented in future branding.
Speaking before the announcement, Margaret River-based MLC Barry House said he was confident amalgamation would be one of the options suggested by the internal review.
“I wouldn’t see that as essential immediately to the implementation and success of a regional branding strategy, ” he said.
Busselton City Councillors Rob Bennett, Coralie Tarbotton and Jenny Green have previously criticised the unified brand model, suggesting it promoted Margaret River at Busselton’s expense.
