Part 1 - Shire of Ashburton

Shire of Ashburton Tourism Strategy
January 2011
As can be seen from the map detailed above the major visitor icons of Ningaloo and Karijini are relatively close
geographically and linked via good quality sealed road networks. Exmouth also boasts Learmonth Airport with
large aircraft capacity and is rated to international standards. Qantas is now flying air services into Exmouth and
the broader destination should benefit from increased attention from the holiday and leisure traveller markets via
Qantas’ extensive travel distribution network.
Exmouth in particular has been identified by the State Government as the “northern gateway to the Ningaloo
Coast” and all residential expansion in the region is being planned for the existing population centres of either
Exmouth, Coral Bay and Carnarvon. The role of Exmouth as an important regional commercial centre will therefore
only continue to grow. The Ningaloo Coast Regional Strategy Carnarvon to Exmouth was released in August 2004
and states,
“Exmouth will cater for higher order and higher impact development, infrastructure and
tourist facilities within the Ningaloo Coast.”
And a planning guideline of,
“Encouraging larger scale tourism development such as hotels, motels and resorts to locate
within the Exmouth townsite at a scale and design which accords with townscape and
landscape plans for Exmouth.”
(pages 139 – 149 Ningaloo Coast Regional Strategy Aug 2004)
The Exmouth Marina facility also provides an additional focal point for increased high yield visitor activity and new
high standard commercial tourist accommodation at this location is demanding the destination develops a greater
tourist profile. In a similar vein, Onslow’s long term development vision has substantial plans including its own
Marina facility. If established, then like Exmouth, achieving success for Onslow’s marine and supporting upmarket
hotel services will need a dramatic increase in air service frequency and capacity into the region.
Linking the spectacular Karijini gorges with the excellent marine based activities associated with Ningaloo will offer
potential visitors an unmatched visitor experience. A similar case study would be Broome acting as the “gateway
to the Kimberley gorges” and until recently this was the popular tourist town’s promotional tagline. Significant
long term tourism growth is projected for the Ningaloo coastline and it makes tremendous sense for inland
destinations such as Karijini to be linked as closely as possible.
The Mackerel Islands
The Mackerel Islands have been a popular fishing and diving destination for many years and the proponents of the
Mackerel Islands Resort have been very active in developing improved facilities for guests and undertaking strong
marketing within selected marketplaces. Tourist accommodation is available on two of the ten Mackerel Islands,
on Thevenard Island guests choose from a 30 room accommodation village catering to up to 55 guests, or 11 self
contained cabins located on the island’s beachfront. Facilities include restaurant, bar, general store, pool, and dive
centre. On Direction Island one fully self contained cabin with sleeping for up to 6 guests offers a secluded island
experience.
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