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, managing 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. Working closely with the Chair of ASW, Catrin ensures that industry leaders and stakeholders stay involved with key upcoming ASW activities and projects.

catrin.allsop @australiassouthwest.com

Malcolm Farrell-Mitchell

Strategic Marketing & Business Development Manager

Malcolm is taking on a new role at Australia’s South West and will be providing strategic marketing direction and business development outcomes to meet the strategic objectives of ASW.

malcom.mitchell@australiassouthwest.com

Annabel Owen

Destination Marketing & Communications Specialist

Annabel supports the implementation of ASW’s marketing plan through campaigns that promote the region to specific target markets. Annabel ensures the South West region is represented strongly in the media and at trade and industry events across Australia. Behind the scenes, Annabel runs ASW's social media channels, and is responsible for the production of the annual Holiday Planner. She also represents ASW and its product in Australia, Malaysia and Singapore.

annabel.owen @australiassouthwest.com

Jannine Uren (Neen)

Industry Liaison Co-ordinator

Neen is responsible for coordinating new members and assisting existing ones. As the main contact for all ASW members, Neen assists them to select the correct marketing activities for their business and coordinates their representation at various trade and consumer shows. She spends time on the road throughout the South West meeting with members to gain a thorough insight into their business and the product we are representing.

neen.uren@australiassouthwest.com

Jemma Cianfrini

Destination Marketing & Communications Executive

Jemma joins us in the marketing team in a new role. Jemma has previously worked in the not-for-profit sector with a demonstrated history of working successfully in the marketing, communications and advertising industry. Skilled in communications, creative advertising and web based media, Jemma is eager to use these skills to meet the strategic objectives of ASW and find new and creative ways to communicate to our audience.

jemma.cianfrini@australiassouthwest.com

Jo Durbridge

Visit Bunbury Geographe Marketing and Industry Liaison Coordinator

Jo has joined ASW as the Bunbury Geographe Marketing and Industry Liaison Coordinator. 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 previously worked for Australia’s North West Tourism and in local government marketing roles.

jo.durbridge@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: