A $20 Million Bet on the World’s Oldest Living Culture
Western Australia has just made the boldest move in Australian cultural tourism this decade. The Cook Labor Government, in partnership with the Western Australian Indigenous Tourism Operators Council (WAITOC) and Tourism Western Australia, has launched the Jina: Western Australian Aboriginal Tourism Action Plan 2026-2030 — a comprehensive framework backed by $20 million in state investment.
The plan outlines 40 distinct initiatives designed to empower Indigenous-led businesses, stimulate sustainable regional jobs, and give travellers respectful access to more than 60,000 years of living history.
From 110 to 150 Businesses: The Numbers Behind the Boom
The inaugural Jina Plan, which concluded in 2025, delivered exceptional results. The number of operational Aboriginal tourism enterprises across WA expanded from 110 in 2019 to more than 150 today. These operators collectively sustain over 500 full-time equivalent positions and contributed $55.1 million to the state’s economy in 2023-24 — a 25% financial growth jump in just two years.
Yet a fascinating consumer gap persists. According to Tourism WA data, 82% of international visitors express high interest in experiencing authentic Aboriginal culture during their holiday, but actual participation sits closer to 24%. The Jina Plan aims to close this gap through three strategic pillars: premier global positioning, capacity building for new operators, and expanding authentic community-led experiences.
Real Operators, Real Stories
The Jina Plan’s success is best understood through the people it empowers. Consider Mabu Buru Tours, a Cable Beach-based operation in Broome that is part of Tourism Australia’s Discover Aboriginal Experiences alliance. Or the Oolin Sunday Island Cultural Tours in the Kimberley, which takes guests on saltwater journeys guided entirely by Aboriginal knowledge holders.
These aren’t staged performances. They are living cultural exchanges where visitors learn to read Country through the eyes of its Traditional Custodians.
What This Means for Travellers
For the culturally curious traveller, the Jina Plan represents unprecedented access to experiences that were previously difficult to book. From Aboriginal-owned campgrounds to guided walks through ancient rock art corridors, the infrastructure is finally catching up with the demand.
Tourism Minister Reece Whitby captured the stakes succinctly: “Aboriginal tourism is a cornerstone of Western Australia’s tourism industry, and the new Jina Plan 2026-2030 will build on the success of the first plan to create even more opportunities for communities and businesses across the State”.
