About Us

The South West of WA is more than just a destination – it’s a hotspot for once-in-a-lifetime experiences, breathtaking scenery and quirky wildlife encounters.

Australia’s South West is the peak regional tourism organisation for the South West of Western Australia, which is made up of more than 1000km of breathtaking coastline, 24 national parks, towering forest, agriculturally rich land and beautiful natural formations.

The organisation represents this awe-inspiring destination and the attractions, businesses, product and more, found within it. The team share a wealth of knowledge about this diverse region, and can be contacted for advice on internationally market ready product, new product offerings, local tips and catered itineraries.

Western Australia is divided into five tourism regions - Australia's South West, Australia's Golden Outback, Australia's Coral Coast, Australia's North West and Destination Perth. Each of these regions is marketed by a Regional Tourism Organisation (RTO). The activities of RTOs are undertaken with assistance and financial support from the tourism industry and Tourism Western Australia.

Australia’s South West acknowledges the traditional custodians throughout the South West of Western Australia Noongar Boodjar and their continuing connection to the land, waters and communities. We pay our respects to all members of the Pinjarup, Wilman, Wadandi, Pibelman, Kaneang, Minang, Koreng Aboriginal communities and their cultures; and to Elders past, present and emerging.

The Australia's South West team are your gateway to fantastic marketing opportunities and industry knowledge. Learn more:

Catrin Allsop

Chief Executive Officer

Catrin leads the team and manages the organisation’s operational activities and industry relationships. Catrin steers the organisation’s direction, develops strategies and represents the region at trade and industry events. Catrin ensures that industry leaders and stakeholders have the opportunity to collaborate with and are informed on key upcoming ASW activities and projects. Catrin engages with both local, State and Federal tourism bodies to ensure ASW is advised on tourism related issues and developments.

catrin.allsop@australiassouthwest.com

Malcolm Farrell-Mitchell

Strategic Marketing & Business Development Manager

Malcolm provides strategic marketing direction and business development to deliver on the overarching strategic goals of ASW and the region. Malcolm gives advice and expertise to the members and stakeholders in areas such as business development, marketing, and business events. Malcolm drives execution of the member digital platform and ensures the strong engagement of the team and the tourism industry. Malcolm is focused on the development and sustainability of ASW into the future.

malcolm.mitchell@australiassouthwest.com

Glen Thompson

Great Southern Tourism and Trade Manager

Glen drives engagement and destination development in the Great Southern region in partnership with the Great Southern Development Commission. Glen delivers event development, destination management, tourism industry and stakeholder engagement and is the TradeStart manager for the Great Southern. Glen liaises with State Government and private enterprise particularly in the produce, wine and trails sectors which compliments his trade responsibilities to create opportunities for members and tourism stakeholders.

glen.thompson @australiassouthwest.com

Annabel Owen

Destination Marketing & Communications Specialist

Annabel delivers the implementation of ASW’s marketing plan through activity that promotes the region to specific target markets. Annabel ensures the South West region is represented strongly in the media and at trade, consumer and industry events across Australia. Behind the scenes, Annabel runs ASW’s social media channels and website and is responsible for the production of the annual Holiday Planner. Annabel manages ASW’s complementary brand and product – The South West Edge.

annabel.owen@australiassouthwest.com

Shayne Read

Industry Liaison Co-ordinator

Shayne is responsible for coordinating new members and assisting existing ones. As the first point of contact for all ASW members and the wider tourism industry, Shayne assists members to select the relevant marketing activities for their business and coordinates their representation at various trade and consumer shows. Shayne spends time on the road throughout the South West meeting with members to gain a thorough insight into their business and the product ASW represents.

shayne.read@australiassouthwest.com

Jemma Cianfrini

Destination Marketing & Communications Executive

Jemma delivers marketing and communications support to our members and consumers to tell the story of Australia’s South West and all that it has to offer. Jemma develops content for ASW’s channels including the website and collateral. Jemma is responsible for actioning the communications of ASW to members, media and stakeholders. Jemma represents ASW at consumer and industry events. Jemma manages and delivers the social media for The South West Edge.

jemma.cianfrini@australiassouthwest.com

Jo Durbridge

Bunbury Geographe Marketing and Industry Liaison Coordinator

Jo is the Bunbury Geographe Marketing and Industry Liaison Co-ordinator on behalf of ASW. Often on the road meeting with operators, Jo is focused on providing marketing outcomes and industry liaison support to tourism stakeholders to meet the strategic objectives of the Bunbury Geographe Tourism Partnership. Jo represents BunGeo at consumer and industry events, and runs BunGeo’s social media channels, website, communications and is responsible for the production of the Found magazine.

jo.durbridge@australiassouthwest.com

Carly Watts

Great Southern Treasures Marketing and Industry Liaison Coordinator

Based in the Great Southern region, Carly’s role is focused on providing marketing outcomes and industry liaison support to tourism stakeholders to meet the strategic objectives of the Great Southern Treasures Tourism Partnership. Carly represents the Great Southern Treasures at consumer and industry events. And runs the Great Southern Treasures social media channels, website, and communications. Carly provides support to relevant initiatives such as trails that drive visitation to the region.

carly.watts@australiassouthwest.com

Fiona Duyvestein

Administration

Fiona joins us in an administration and finance support position, keeping the wheels of the organisation turning. Fiona's previous experience is in the banking sector and running her own administration services business.

fiona.duyvestein@australiassouthwest.com

Australia's South West reports to a board of Directors who have been chosen for their expertise within the South West tourism industry.

The Board of Directors comprises an independent chairperson, four elected industry representatives and four skills based positions. Nominations are called in August each year for positions on the board. Terms are usually for two years; board positions are voted on by individual sub-regional members and the skills based positions by the board directors.

The ASW Board is made up of: