Foundation focuses on tourism prospects

A united voice for developing Albany and the region's tourism industry took another step forward last week.

Discover Albany Foundation board members outlined their plans to maximise the long-term direction and operation of destination marketing when they held their industry launch.

After years of parochial issues taking over discussions about the direction of the region's tourism promotion, it was considered timely for a group to capitalise on the strengthening of Albany's profile by the Anzac centenary.

DAF chairman Peter Snow said while Albany would be at the centre of its operations, the aim was for the whole region to benefit from a collective industry approach.

"The region has been fragmented for years, much to our overall detriment," he said.

Mr Snow said DAF was keen to embrace all Shires in the region.

"I have always held a regional view for tourism, rather than be entirely focused on Albany," he said.

"We are looking for people to join with the right reasons with a wider view in mind, putting aside parochial views or self-interests."

DAF, a not-for-profit company, will be owned and driven by the industry with all membership fees and contributions directed to marketing the region, backed in the first year by royalties provided by the newly formed Discovery Bay Tourism Precinct.

DAF began on July 1 as the local tourism organisation for Albany and the Great Southern, with the board involving Jaycees and tourism industry operators.

Board members include Great Southern Distilling Company founder Cameron Syme, Bill Hollingworth, Murray Montgomery, Sally Pullin, Glen Russel, Simon Shuttleworth and Warrick Welsh.

DAF has its roots in Discovery Bay, formerly Whale World, which was developed over 35 years by the Jaycees Community Foundation.

Mr Snow said it was realised in 2007 by the JCF's ageing board that responsibility for Discovery Bay's future needed to be handed on to ensure ongoing success.

Over the years, ideas for a tourism group to further promote the region were considered.

The result was JCF transferring its activities to two not-for-profit structures, in effect handing over the operation of Discovery Bay to the community-based Discovery Bay Tourism Precinct, and the establishment of DAF as the commercial arm to attract more tourists to the region.

Royalties over and above the need of running Discovery Bay at Frenchman Bay will support DAF, which remains a voluntary-based organisation with funds going to destination marketing.

Mr Snow said Albany was the obvious base for operations because of its strength of identity, especially after the Anzac centenary.

He said it was obvious tourism needed a boost after a decline in attendance over several years he had experienced at Discovery Bay.

It was only last year there had been a turnaround, with 5 per cent growth, he said.

"In time, once long-term relationships with stakeholders have been established with operational agreements in place, DAF will seek the support of the Shires and councils to operate as the one LTO (local tourism organisation) providing destination management services and programs for the whole of the Great Southern," Mr Snow said.

"It's a matter of working smart by combining resources for the greater good in what has been and will be a very tight tourism market."

Mr Snow said the recent loss of a big tourism operator from Albany to Busselton showed the need for strong regional promotion.