Launch of Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 to grow Aboriginal tourism and celebrate culture across WA
Builds on the success of the first Jina Plan to 2025, supporting more than 150 Aboriginal tourism businesses and increasing visitor engagement
Delivered by the Cook Labor Government through Tourism WA, in collaboration with WAITOC and seven Cook Labor Government agencies
Western Australia’s Aboriginal tourism sector is entering a new phase, with the official launch of the Cook Labor Government’s next Jina Plan to strengthen Aboriginal-led visitor offerings across the State.
The Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 outlines the Cook Labor Government’s framework to grow Aboriginal tourism businesses, support jobs and strengthen Aboriginal culture as the heart of the State’s visitor economy.
The Plan outlines 40 initiatives that will be delivered by Tourism WA in partnership with the Western Australian Indigenous Tourism Operators Council (WAITOC) and seven Cook Government agencies and is backed by a $20 million investment.
WA Tourism Minister Reece Whitby joined WAITOC chair Darren Capewell and CEO Robert Taylor in Carnarvon at the 2026 Perth Airport WA Tourism Conference to celebrate the launch of the plan and meet with Aboriginal operators.
The 2026-2030 Jina Plan comes after the inaugural Jina Plan 2021-2025 delivered strong results, growing the number of Aboriginal tourism businesses to around 150, up from 110 in 2019. It supported initiatives including marketing campaigns, cultural activations, the development of Aboriginal-owned and managed campgrounds, training programs and public art projects.
Visitor interest in Aboriginal tourism continues to grow in Western Australia, with more than four in five visitors expressing interest in experiencing Aboriginal tourism in WA in 2024-25.
In 2023-24, Aboriginal tourism businesses in Western Australia contributed $55.1 million to the State’s economy, an increase of more than 25 per cent from 2021-22.
The Jina Plan 2026-2030 will continue to support Aboriginal communities to stay connected to Country, strengthen cultural pride, and deliver high-quality tourism experiences that showcase Western Australia’s unique cultural heritage.
The plan is a key part of the Cook Labor Government’s strategy to develop and maintain regional destinations and support Aboriginal tourism as a vital sector in building a resilient, diversified economy.
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