Mandurah tourism in focus for new MAPTO agreement

The tourism body is set to build on Mandurah’s branding – rather than the broader Peel region – in a bid to secure the city’s reputation as a tourist destination into the future. 

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“What the consumer research told us – and what we get anecdotally as well – is that the Peel brand, despite years of effort to try and build it as a destination, is not getting a lot of traction,” Mr Williams said. 

“The Mandurah brand is the hero brand of the region but what we feel that because of a lack of emphasis on that brand specifically, we're actually seeing a bit of a diminishing of that brand. 

“We are overwhelmingly the biggest contributor to MAPTO, and our council wants to ensure that ratepayer’s money is being used to build Mandurah’s destination as a place of cultural enrichment, diversity and adventure.

“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.”

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

MAPTO chief executive Karen Priest said the organisation was looking forward to the new opportunities the agreement would bring for sustainable growth in visitor economy.

She also emphasised that a part of the tourism story would continue to be the diversity of 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,” Ms Priest 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.”