The City of Rockingham Council adopted the Tourist Destination Strategy (2019-2024) at its ordinary meeting on Tuesday 28 May 2019.

The Tourist Destination Strategy sets out the City’s strategic priorities and direction for marketing Rockingham to tourists. The key objective of the strategy is to effectively and measurably promote the Rockingham region as a premium coastal destination in Western Australia.Man taking photos of a dolphin while on a boat cruise.

The new strategy identifies and prioritises five key strategic elements to actively pursuing tourism:

  1. Destination marketing (targeting eco and adventure tourism)
  2. Visitor servicing (face-to-face and digital)
  3. Coastal development and activation
  4. Events activation (entertainment destination)
  5. Mid-tier MICE attraction (meetings, incentives, conferences and events)

City of Rockingham Mayor Barry Sammels said the strategy would play a central role in boosting tourism across Rockingham.

“Rockingham is the place where the coast comes to life and the Tourist Destination Strategy gives the City a robust plan of action to make Rockingham one of WA’s premium coastal destinations,” Mayor Sammels said.

“We are fortunate to live in a community that is rich with amazing environmental assets including stunning wildlife, breathtaking coastline and exciting ecoadventures.

“The new Tourist Destination Strategy will help Rockingham take advantage of these positive attributes and promote the region as a place to visit, live and invest in.”

The strategy was informed by the Tourism Strategy Development Advisory Group (TSDAG) which consisted of representatives from Destination Perth, Tourism WA, the Perth Convention Bureau, Rockingham Kwinana Chamber of Commerce, Tourism Rockingham, the Rockingham Visitor Centre, the Department of Biodiversity Conservation and Attractions, Councillor Andy Burns as well as local residents and the business community.



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