Local Governments across the State have the opportunity to receive elevated tourism promotion to highlight one of Western Australia's greatest natural assets - wildflowers.
Wildflowers are an iconic attraction for WA that bring thousands of visitors to our State each year.
The McGowan Government, through Tourism Western Australia, promotes the six‑month long wildflower season to potential interstate and international holidaymakers using a variety of marketing activities.
But there has been growing concerns that the proliferation of wildflower varieties along our State's roadside verges is not as common a sight as it used to be - which is why, in collaboration with the Wildflower Society of Western Australia (WSWA), the Wildflower Friendliness Rating Scheme has been developed.
The rating scheme will identify, acknowledge and reward local governments that are 'wildflower friendly' and are working to protect wildflowers along road verges in their area.
Wildflowers, and the regions and towns in which they are found, will continue to be promoted by Tourism WA, however, the Wildflower Friendliness Rating Scheme provides an additional level of marketing support.
The rating scheme will operate on a self-assessment basis by each local government area and then be checked and verified by the WSWA.
The local governments that achieve a 3-star rating or above will have their roadside verge wildflowers promoted by Tourism WA during the 2020 wildflower season via the following channels:
- listing on the new interactive wildflower map at http://www.wavisitorcentre.com.au/wildflowers
- listing on the consumer website at https://www.westernaustralia.com
- promotion in industry e-newsletters; and
- promoted through intrastate media networks in partnership with the Regional Tourism Organisations.
This could also be extended to seasonal campaign activity in key markets, such as Japan, where wildflowers are a unique selling point for WA.
As stated by Tourism Minister Paul Papalia:
"I look forward to local governments supporting the conservation of our wildflowers along roadside verges and hope they will embrace the Wildflower Friendliness Rating Scheme.
"Wildflowers are an iconic Western Australian attraction that draw thousands of interstate and overseas visitors out to our regions each year. In fact, WA has one of the largest collection of wildflowers on Earth with more than 12,000 species, 60 per cent of which are found nowhere else on the planet.
"Through this wonderful initiative Tourism WA will be able to provide additional marketing benefit to deserving local governments that achieve the required rating."
