Mandurah tourism: MAPTO's bid to make community ambassadors following report

According to a recent Mandurah and Peel Tourism Organisation (MAPTO) report, not as much you might think. 

For the first time in six years, the local tourism body has gained fresh insight into what the Peel region’s most appealing attractions are. 

MAPTO chief executive Karen Priest said one of the more interesting results was that visitors and residents don’t know enough about the region has to offer. 

But that’s about the change. 

Ms Priest said MAPTO is on track to increase engagement with the local community, ensuring it is informed and experiencing the region. 

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“It is very important that the community has pride in where they live and become ambassadors for promotion of the region,” she said. 

“Many people who come to Mandurah and surrounds are visiting friends and family and rely on them to be their guide on what to do in the region.

“Therefore, locals need to be informed so they can recommend all the wonderful things their visitors can do during their stay.

“For example, Mandurah has a high number of UK migrants, and with UK currently the top source market for international visitation to Western Australia, our UK locals can play a vital role in encouraging their friends and family in the UK to come on a holiday to where they live.”

Research found that when informed about Peel’s diversity, people were more likely to visit or recommend it to family and friends. 

“The consumer research findings identified the two key selling propositions as the region’s proximity to Perth and the variety of experiences on offer, including ocean, bush, food and drink,” Ms Priest said. 

“The region is an aquatic playground and therefore is a strong draw card for visitors as it provides a wealth of activities for all ages and interests, including crabbing, dolphin cruises, boating, fishing, swimming, kayaking, jet-skis and houseboats, to name a few.

“A broader range of accommodation is needed, to suit all tastes and budgets such as, backpacker style accommodation, farm stays and more caravan and camping sites.

“However, overall, most visitors surveyed were satisfied with their experience in the Peel region, citing factors such as the relaxing atmosphere, facilities and access to the natural environment.”

Mandurah was named WA’s Top Tourism Town for 2017 and the latest figures from Tourism Research Australia showed the number of day trips to the region jumped from 2.32 million in 2016 to 2.65 million in 2017.

City of Mandurah mayor Rhys Williams said the report gave a “base line” for tourism planning. 

“It was invigorating for me to look at the research because in terms of where we've set our priorities this year and for the next decade, around the city centre revitalisation,” he said. 

“We're spending $1 million in the city centre, per year – new funding this year and hopefully for the next decade – specifically aimed at reshapping that experience that people have, and creating that sense of safety and security, and connection and enjoyment, and vibrancy that people are looking for from a city centre. 

“I think if we stick to that script and we keep working hard to shape that new story for Mandurah, and let the rest of the world know the great stuff that goes on here, then we will be having a very different conversation in five years time. 

“And also to note, the research said that when people came here and they were aware of the product, all of a sudden they were kind of blown away by it. So I think it is about the story; I think it's about the narrative.”