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Drive Your Story

A drive trails project for interstate market recovery

A s travel returns post-Covid, the Margaret River Region is preparing to claim its place as a preferred destination for ‘High Value’ interstate travellers.

In order to stand out amidst a fiercely competitive domestic travel landscape, the local tourism industry in this region will need to collaborate more effectively than ever before. We must also be ready to engage this market from product development, right through to promotion.

The ‘Interstate Market Drive Trails’ project takes a holistic approach to interstate market recovery, through three streams of activity:

  • Marketing campaign activity to ensure that this destination stands out as desirable above others.
  • Training and development to ensure the best possible visitor experience and positive word of mouth.
  • Digital marketing mentoring to ensure the region’s prominence in the competitive online landscape.

Working across these areas, five Drive Trails will be developed based on motivating factors for the interstate market. The Trails will feature a selection of the region’s hero tourism product and breath-taking natural attractions.

For full details and information on how to participate, please download the Interstate Market Drive Trails Information Kit.

Business Participation

Expressions of interest to join the project are now closed. Drive Trail participation will be reviewed annually and additional places may become available during 2022. Please email the Membership team if you would like to participate in this project, and to learn about other marketing initiatives currently under way. 

Frequently Asked Questions 

  • The proposed Drive Trails do not encompass the location of my business, does this mean I am unable to participate?

The Drive Trails marked in the project document are intended to be indicative routes only. The final routes will be determined based on the EOIs received, as well as feedback from operators participating in the project. Please express your interest in participating in the project and the Drive Trails will be amended as much as possible.

  • Are accommodation and tour providers invited to participate?

Yes. Accommodation and tour providers will be promoted as part of the Drive Trail marketing activity. They will also receive access to training and development opportunities.

  • Is the time commitment mandatory? And who from my business needs to participate?

The suggested time commitment of 30 hours for training and digital mentoring is indicative and will be based on the needs of your business. For example, if your business does not need assistance with creating a landing page, you will not need to attend mentoring to assist you with this. Different members of your team may attend training as appropriate – for example, your staff member responsible for marketing may undertake the digital mentoring, whereas front line staff may participate in famils of other experiences on the Drive Trail.  

  • How does the training and mentoring provided differ from MRBTA’s ‘business-as-usual’ activity?

The project funding is allowing MRBTA to provide additional product development support for members to increase their appeal and visibility among the interstate market specifically. The project also allows MRBTA to provide hands-on digital marketing mentoring for members, which has not previously been provided to members. 

  • How will the region’s other trails (e.g. ‘Small Family Wineries’, ‘Southern Backroads’) be promoted alongside this project? 

The region’s other trails, walking tracks, and itineraries will continue to be promoted via, at the Busselton, Dunsborough and Margaret River Visitor Centres and Augusta Visitor Information Hubs. 


This project has received funding from the Australian Government under the Recovery for Regional Tourism program, an initiative of the $1 billion COVID-19 Relief and Recovery Fund.


Margaret River Busselton Tourism Association