The City of Swan has developed a Tourism Plan 2025–2030 to set a clear and coordinated direction for enhancing the local visitor economy over the next five years.

Tourism plays a vital role in the City’s economic, cultural, and environmental fabric. From the nationally recognised Swan Valley – Australia’s second-oldest wine region – to heritage precincts such as Guildford and Midland, and nature-based escapes in Gidgegannup, Bullsbrook, and Brigadoon, the City offers diverse visitor experiences. The Swan River runs through the heart of the region, providing scenic landscapes, recreation, and cultural significance that underpin many of our tourism offerings.

The Tourism Plan identifies the City’s unique strengths, responds to emerging tourism trends, and ensures that growth is sustainable, inclusive, and aligned with the City’s long-term vision.

Earlier this year, we completed phase one of our community engagement, working with business and industry stakeholders to identify the key directions and priorities for the Plan. We are now in phase two, sharing the draft Plan with those who participated in phase one, as well as the broader community, to confirm that the direction and priorities are aligned with community expectations.

We want to hear your thoughts on the draft Tourism Plan — what you think it gets right, what might be missing, and how the City can best support local tourism.

Tourism is as much about community as it is about visitors — it’s a shared experience that benefits our economy, culture, and environment.

All participants will go in the draw to win one of two $100 Swan Valley Gift Cards.