Peel tourism body to focus on Mandurah

Mandurah and Peel Tourism Organisation will reset its sights on boosting visitor numbers in Mandurah.

The Peel region's peak tourism body will take a focused approach to promoting Mandurah in an attempt to bolster tourist numbers in the city.

On Tuesday a Notice of Motion was moved at the City of Mandurah council meeting by Mayor Rhys Williams to devote the expertise and resources of the Mandurah and Peel Tourism Organisation to focus on growing Mandurah’s tourism sector.

"Recent consumer research has told us that the major emphasis needs to be on building Mandurah’s reputation rather than the broader Peel region," Mayor Williams said.

"This Notice of Motion is about ensuring that Mandurah’s long history as a tourist destination is also a part of our future story.

Mayor Williams stressed the rest of the Peel Region would not be left in the dark. 

“Of course the Peel Region will always be a part of the reason that people are attracted to Mandurah – but I want Mandurah to be at the centre of everything MAPTO does."

City of Mandurah said it contributes 95 per cent of MAPTO funding, while other shires and councils in the Peel share the remaining five per cent between them. 

“We are overwhelmingly the biggest contributor to MAPTO, and our Council wants to ensure that rate payer’s money is being used to build Mandurah’s destination as a place of cultural enrichment, diversity and adventure," Mayor Williams said.

MAPTO CEO Karen Priest said she backed the changes.

"Recent consumer research revealed Mandurah was the sole Peel destination mentioned by respondents on an unprompted basis as a WA short break destination," she said. 

“This agreement will allow MAPTO to capitalise and build on that knowledge and develop clear branding for the city.”

Ms Priest emphasised that a part of the tourism story will continue to be the diversity of quality visitor attractions in the Peel Region outside of Mandurah.

“With an increase in promotion of Mandurah, a natural flow on effect will be more visitors looking for activities and attractions within a short drive of the city, and those attractions will continue to be an important part of our narrative," she said. 

“We have had some fantastic recognition recently; Mandurah was named WA’s Top Tourism Town for 2017 and the latest figures from Tourism Research Australia show the number of day trips to Mandurah jumped from 2.32 million in 2016 to 2.65 million in 2017.

“We are looking forward to building on this success in partnership with the City of Mandurah. A strong tourism economy benefits the whole region through more jobs, better infrastructure and a more vibrant place to live and work.”

The City’s current funding arrangement with MAPTO will cease on August 31 with a new four-year agreement commencing on September 1.

This agreement will be based on two conditions. 

Firstly, MAPTO must exclusively focus on the development of the visitor economy in Mandurah, and within their scope of services there is to be a focus on product development, investment attraction and destination branding, including working with the City of Mandurah on the development of a new Mandurah destination brand.

MAPTO CEO Karen Priest said the organisation was looking forward to the new opportunities the agreement will bring in terms of growing the visitor economy in a sustainable way.

MAPTO’s board have been supportive of this decision and will now work together with the City on the new terms of the agreement, as well as updating the constitution and key performance indicators.