The Western Australian Government has launched a new four-year action plan aimed at growing Aboriginal-led tourism businesses, supporting regional jobs and strengthening cultural tourism experiences across the state.
The Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 outlines 40 initiatives to be delivered by Tourism WA in partnership with the Western Australian Indigenous Tourism Operators Council (WAITOC) and seven government agencies, supported by a $20 million investment.
Western Australian Minister for Tourism, Reece Whitby, joined WAITOC Chair Darren Capewell and Chief Executive Officer, Robert Taylor, in Carnarvon at the 2026 Perth Airport WA Tourism Conference to launch the plan and meet with Aboriginal tourism operators.
The new plan builds on the inaugural Jina Plan 2021-2025, which contributed to growth in the number of Aboriginal tourism businesses in Western Australia from 110 in 2019 to around 150.
Initiatives delivered under the first plan included marketing campaigns, cultural activations, Aboriginal-owned and managed campgrounds, training programs and public art projects.
Visitor interest in Aboriginal tourism has also continued to grow, with more than four in five visitors expressing interest in Aboriginal tourism experiences in Western Australia during 2024-25.
In 2023-24, Aboriginal tourism businesses contributed $55.1 million to the Western Australian economy, representing an increase of more than 25 per cent from 2021-22.
The new Jina Plan aims to further support Aboriginal communities to remain connected to Country, strengthen cultural pride and deliver tourism experiences showcasing Western Australia’s cultural heritage.
The strategy also forms part of the WA Government’s broader approach to supporting regional tourism and building a more resilient and diversified economy.
Whitby said Aboriginal tourism remained central to Western Australia’s visitor economy.
“Aboriginal tourism is a cornerstone of Western Australia’s tourism industry, and the new Jina Plan 2026-2030 will build on the success of the first plan to create even more opportunities for communities and businesses across the State,” Whitby said.
“The results of the previous Jina Plan speak for themselves – more Aboriginal tourism businesses, more visitors experiencing Aboriginal culture, and stronger connections to Country.”
Western Australian Minister for Aboriginal Affairs, Don Punch, said the plan was focused on supporting Aboriginal-led economic development and tourism opportunities.
“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,” 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.”
