Published: 25 May 2026
Tourism WA has launched a new action plan to support the continued growth of Aboriginal tourism across Western Australia, strengthening Aboriginal-led businesses, cultural experiences and employment opportunities over the next five years.
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 State Government agencies, supported by a $20 million WA Government investment.
The plan builds on the success of the inaugural Jina Plan 2021–2025, which helped increase the number of Aboriginal tourism businesses in Western Australia from around 110 in 2019 to approximately 150 today.
Interest in Aboriginal tourism continues to grow, with more than 80 per cent of 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 state's economy – an increase of more than 25 per cent compared with 2021-22.
The Jina Plan 2026–2030 will support Aboriginal communities to share culture, strengthen connections to Country and deliver high-quality visitor experiences that showcase Western Australia's rich Aboriginal heritage.
It forms part of Western Australia's broader tourism strategy to support regional destinations and a resilient, diverse visitor economy.
Read Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030