Australia's Coral Coast is the peak tourism body responsible for branding, positioning, marketing and driving visitation to the coastal region of Western Australia - extending north from Cervantes to Exmouth and inland via the shires bordering the Midlands Road to Mullewa.
Fundamentally the role of Australia's Coral Coast as the Regional Tourism Organisation is that of destination marketing. The organisation undertakes activities designed to expose the tourism product and infrastructure of the region to consumers in its identified core markets domestically and internationally.
We do this in partnership with Tourism Western Australia, the government department (State Tourism Organisation) in charge of destination marketing for the state of Western Australia and Tourism Australia, the National Tourism Operation in charge of branding the country of Australia.
Tourism operators working and living in the Coral Coast area know about the array of amazing experiences and scenery our region has to offer. Our job at Australia’s Coral Coast is to let everyone else know - here in Australia and around the world.
The aim of the organisation is to develop and market Australia's Coral Coast as Western Australia's premier holiday destination and provide industry leadership that will accelerate the sustainable growth of tourism to the region.
This is achieved through the following areas of focus:
- Marketing activities that deliver an increase in arrivals, length of stay and expenditure, and visitor dispersal for the region.
- Effectively branding the region so that Australia's Coral Coast continues to gain consumer and tourism trade recognition as a highly desirable holiday region.
- Building capacity of tourism operators in our region to provide the best customer service and holiday experience for leisure travellers
- Support and encourage operators to leverage Tourism Western Australia's state brand; Experience Extraordinary.
Members of Australia's Coral Coast are invited to participate in a variety of marketing activities throughout the year.