A PROPOSED alliance between six local governments is set to bolster tourism opportunities and investment in the Perth Hills.
The Perth Hills Tourism Alliance (PHTA) is a joint-collaboration between the Cities of Kalamunda, Swan, Armadale and Gosnells and the Shires of Mundaring and Serpentine Jarrahdale.
The Shire of Mundaring could be one of the first to officially sign the Memorandum of Understanding, ensuring their support of the alliance, when the item is presented to Council for consideration on Tuesday.
A Mundaring Shire report said independent tourism marketing across the local governments resulted in an absence of brand identity.
“This makes it difficult for the Perth Hills, as a tourist region, to compete with other strong, well organised and funded tourism regions,” the report said.
“The existing tourism destination brand and reputation of Perth Hills is well positioned to now develop into a strong competitive tourism brand across the Perth Metropolitan tourism market and across Western Australia.”
The Cities of Swan and Kalamunda have not yet signed the Memorandum of Understanding but spokesmen for each City said it was expected in the short term.
Kalamunda Mayor John Giardina said the new partnership would expand the use of the City’s Experience Perth Hills brand and increase visitation throughout the whole region.
“This innovative advance in the regional management of tourism marketing allows us to step outside of our local government boundary and explore the possibilities open to our visitors throughout the Perth Hills,” he said.
“Our visitors have no boundaries so neither should we.”
Earlier this week the The City of Kalamunda was announced as a finalist in the 2018 Western Australian Tourism Awards.
“Promoting our beautiful Perth Hills region has been a key focus for the City and we’re so pleased to be recognised for our work in this area,” Mayor Giardina said.
Each local government will review and consider signing the Memorandum of Understanding by the end of December.
The project includes a $10,000 funding commitment from each party for the current financial year and further funding over the next three years.
The formal creation of the alliance is expected in January with a PHTA launch event in July.
By Claire Ottaviano