About Us | Australia's North West

About Us

About Australia's North West Tourism

“Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover.” - Mark Twain

 

Australia’s North West Tourism (ANW) is the peak tourism body for the Kimberley and Pilbara regions of Western Australia. We are responsible for the promotion of the North West as a premier tourism destination in both domestic and international markets with the objective of increasing visitor arrivals on behalf of its members. 

ANW is a not-for-profit organisation, funded by a combination of membership fees and support from Tourism WA, Local Governments and other stakeholders. Members play an active role in setting the strategy for the marketing of the region and are represented on the Board of ANW. We are industry-led and provide a strong voice for tourism in the North West.

 

Our Vision 

For our region to become a worldwide tourism destination of choice.

 

Our Purpose

To collaborate effectively with industry and to lead the regional community in destination marketing, tourism sustainability and destination management to generate positive economic and social outcomes.

 

ANW Strategy 2021/22

From July 2021 we move forward with a new strategic direction and plan, guided by our five key pillars:

  1. Efficiently and effectively marketing and promoting the North West
  2. Growing accessibility into and within our region
  3. Developing our destination
  4. Driving engagement within our industry
  5. Performing at a high level as an RTO    

 

What We Do

We participate in a range of activities throughout the year aimed at increasing awareness of the region as a primarily leisure tourist destination:

  • Multi Media Destination Awareness Campaigns (For example: Slip Into Broome Time, Magic Kimberley and Epic Pilbara).
  • Collaboration with airlines, wholesalers and key stakeholders in tactical campaigns (For example: Broome Kimberley & Beyond with Magic Kimberley and Expedia to promote Qantas Weekend Fares to Broome).
  • Inviting & Hosting Journalists to the region (For example: Mark Muller from Outback Magazine which resulted in Extended Kimberley coverage in the magazine).
  • Attract lifestyle and current affairs television programs to the region (For example: Weekend Sunrise to Ord Valley Muster & Today Tonight to Shinju).
  • Attending trade shows to develop relationships with trade (For example: ATE Australian Tourism Exchange).
  • Attending consumer shows (For example: Caravan & Camping shows to push the drive market to the region).
  • Inviting industry sales representatives to the region (For example: travel agents, conference organisers and wholesale companies).
  • Producing an annual Kimberley & Pilbara Holiday Planner in both print and digital format that is distributed both nationally and internationally.
  • Maintaining an informative and up to date website with links to member pages.
  • Engaging with consumers through a regular eDM (newsletter). Our database reach currently more than 70.000 engaged subscribers.
  • Regular social media communication (organic & sponsored) on Instagram, Facebook, Pinterest and Twitter that dovetail with campaign eDM’s, print and editorial

These activities take place in partnership with Tourism Western Australia, the government department (State Tourism Organisation) in charge of destination marketing for the state of Western Australia, and Tourism Australia, the National Tourism Operation in charge of branding the country of Australia.

 

Australia's North West acknowledges the Traditional Custodians throughout the North West of Western Australia and their Elders past, present and emerging. 

 

Australia's North West Tourism Board

Australia’s North West (ANW) is overseen by an Executive Board of Directors and managed by its CEO and staff.

The CEO of ANW reports to the Board of ANW who have been chosen for their expertise, skills and representation within the North West tourism industry. Together with the CEO they are responsible for the overall strategic direction of the organisation.

The ANW Board consists of up to 9 members comprising of 5 elected Board Members and up to 4 co-opted, skills-based positions, as identified by the Board. The Board is overseen by an independent Chair.

Ian Gay - Chairman

Ian’s career has been in aviation, recently retiring from Qantas after 45 years.

Ian moved to WA in 2000 as the Regional General Manager for the state, overseeing a period of significant growth in route capacity to both the Pilbara and the Kimberley in support of the tourism, resources and community sectors.

Prior to 2000, Ian worked in Sydney, New Zealand and South-East Asia in a range of senior commercial roles including sales, marketing, route planning and alliances.

Ian is also the Vice Chairman of the Perth Convention Bureau. He has degrees in Economics and English Literature from Macquarie University in NSW.

Darren Banfield – Deputy Chairman

Darren Banfield has been a Broome local resident and business owner for over 30 years. With brother Robert, they are the owners of Willie Creek Pearls, which operates in five industries: Tourism, Retail, Commercial Pearling, Manufacturing and Hospitality.

The retail businesses are driven by tourism and he is extremely passionate about tourism to WA, especially Australia’s North West. Under Darren and Robert’s direction, Willie Creek Pearls is one of the most awarded tourism operations in Western Australia. 

Darren has always supported the Tourism industry, including serving on the Broome Visitor Centre Board for 11 years (including 3 as Chairman) and a committee member of SKAL International Broome for 8 years and a member for 22 years (including 2 as President).

Natasha Mahar – Chief Executive Officer

Natasha (Tarsh) Mahar, began her career with Hilton International after completing tertiary studies in Tourism & Travel, where she worked her way up to Guest Relations & Executive Floor Manager by her early 20’s. Overseas travel then beckoned, eventually settling in London working in a range of corporate companies from BHP to the Body Shop Head office. Upon moving to Melbourne she started her own award winning Corporate Gifting Business which she sold 10 years later after building a successful brand with major clients including Australia Post, ANZ Private Bank and Nike Australia. She managed the Broome Visitor Centre for over 3 years and then headed up Marketing & Business Development for The Great Escape Charter Company for over 5 years. During her time in these positions, she was both an elected and seconded board member of Australia’s North West Tourism. 

Charlie Sharpe

Born in Derby, Charlie’s family has been involved in tourism in the Kimberley since 1968 (Fitzroy Crossing) and at Lake Argyle since 1973.

Whilst Charlie is a life-time Kimberley local, he brings a wealth of experience to the board having worked in Europe and the USA, establishing several tourism businesses in New Jersey and Florida.

Charlie is the director of Lake Argyle Resort, a member of the Kununurra Visitor Centre and the East Kimberley Marketing Group. 

Drew Norrish

As CEO of Mackerel Islands Pty Ltd Drew oversees the operations of the new Onslow Beach Resort, as well as the tourism developments at Thevenard & Direction Islands – part of the Mackerel Islands off the Pilbara Coast. He has experience within the WA tourism industry, both operationally and at an executive level, and has spent five years living in the region developing tourism product & infrastructure, including a large amount of ecologically sustainable infrastructure for Mackerel Islands Pty Ltd.   He also has previous experience in the management of a well established marine tourism business in Europe. Drew holds a Bachelor’s degree in Environmental Management and is a member of the Australian Institute of Company Directors.

Sonja Mitchell

Sonja Mitchell has been involved in the aviation and tourism industries in Western Australia for 25 years, firstly as a Commercial Pilot (ATPL) and then progressing through to roles of Operations Manager, General Manager and CEO. She was awarded the “Individual Award for Excellence” Australia’s North West Tourism 2006, recognising a personal contribution to the development of the Kimberley tourism industry. She has held numerous board positions including the South West Development Commission and Tourism WA with current co-opted positions on the boards of Australias North West Tourism and Australia's Coral Coast Tourism. Sonja specialises in strategic business development, tourism, food retail and marketing.

Simone Kapiteyn

Simone is the owner and Managing Director of Adventure Wild Kimberley Tours, which offers 12 day extended 4WD safaris exploring the Kimberley.

Simone is responsible for the administration, marketing, finance and operational logistics and coordinates, connects and arranges tours behind the scenes

Having lived and worked in Broome since 2001, initially as a police officer for 10 years, Simone offers an independent, extensive understanding of the complexities and diversities within the region. 

Meg Coffey

Meg is the Managing Director of Coffey & Tea, a boutique social media marketing consultancy providing strategic solutions for tourism, hospitality and lifestyle brands.

From undertaking media and marketing consultancy for venues and leading her tailored workshops, training and seminars for managers and staff, to organising inspired venue launches and managing stakeholder relationships, Meg helps drive every individual business to reach its potential.
A native Texan, Meg now calls Perth home, but brings the best of her state of origin with her, saying; “What I truly love is to help local businesses reach their potential the Texan Way; big, bold and passionately.”

Jessie Hornblow

Jessie is the Executive Manager for Pearls of Australia and Cygnet Bay Pearls. Her experience spans over a decade in managerial positions across the Pilbara, Broome and the Dampier Peninsula. She has spent the last eight years at Cygnet Bay Pearl Farm building tourism and managing daily operations. She moved back into Broome to focus on marketing, trade and strategic business development across the company's operations in both WA and NSW. 

Jessie holds a Bachelor of Commerce in Finance &Marketing, sits on the Broome Visitors Centre Board, Skal Broome Committee and is a member of the Australian Institute of Company Directors. She was recognised nationally in 2019 winning the Len Taylor Young ATEC Award for Leadership.

Kym Francesconi

Kym is part of the Marketing Leadership Team promoting Western Australia.

Her role as Senior Manager WA Partnerships and Industry involves the relationships and contracts with the five Regional Tourism Organisations (RTO), the Perth Convention Bureau, WA Visitor Centre, Tourism Council WA, Tourism Australia Signature Experiences Program and other related projects.

Kym has got a background that reflects all things tourism and marketing from being a qualified Dive Master, Business Owner and Communications Manager to a Tourism Consultant specialised in marketing strategy development.

Contact Us

Address: Unit 3, 10 Frederick Street, Broome, WA
PO Box 554, Broome, WA, 6725
Telephone: (+61) 08 9193 6660

Australia’s North West Tourism team is a dedicated team of marketing professionals working with vision and purpose for our region to become a worldwide tourism destination of choice.