LGA - Tourism Development Strategy & Destination Marketing Plan – Menzies, WA

Client: Shire of Menzies

Timeline: Developed 2022 | Adopted 2023

Menzies, a small town in WA’s northern Goldfields, is home to Lake Ballard, one of the region’s most significant tourism destinations, renowned for its Antony Gormley Sculptural Installation. While this iconic site was drawing strong visitation, the town faced challenges in encouraging overnight stays, broadening its tourism offering, and ensuring Aboriginal cultural heritage was authentically represented in visitor experiences. The Shire sought a clear strategy to strengthen the visitor economy, guide investment, and position Menzies as a distinctive cultural and historical destination within regional WA.

The Shire of Menzies engaged Wander to create a Tourism Development Strategy and Destination Marketing Plan that would strengthen the region’s visitor economy, diversify local opportunities, and position Menzies as a unique cultural destination within regional WA.

Our team combined strategic planning expertise with community-driven engagement, liaising with local businesses, Menzies Aboriginal Corporation, the local community at large and government representatives.

Through in-depth market research, we identified tourism trends and visitor demographics, ensuring the plan reflected both economic development opportunities and community aspirations.

The strategy featured authentic integration of Aboriginal cultural tourism, expansion of the Sculptural Art Trail, eco-friendly accommodation concepts such as glamping, and a strong destination marketing framework.

Since its adoption in 2023, the plan has guided investment and branding. In 2024, the Shire launched a new identity designed by Wander, further aligning the community’s vision with long-term regional development goals.

Check out the Strategy.