Western Australian Indigenous Tourism Operators Council (WAITOC)

Who we are

Western Australian Indigenous Tourism Operators Council (WAITOC) represents Aboriginal-owned and operated tourism businesses in WA, promoting and supporting Aboriginal tourism for 22 years. An NFP, WAITOC aims to benefit its community and advance cultural understanding through sustainable tourism.

We provide marketing, mentoring advice, collaboration, advocacy, and capacity building. WAITOC promotes sustainable and authentic tourism experiences for the oldest living culture in the world. We run business development and capacity building programs that have led to national recognition of its members and is the largest Aboriginal tourism organisation in Australia, with over 180 members.

Our vision is to continue to position WA as the premier destination to experience the world's oldest living culture, through accelerating the growth of strong authentic Aboriginal tourism businesses. Our goals include empowerment, positive social and economic outcomes, creating pride, showcasing and fostering traditions, developing a sustainable Aboriginal tourism industry.

Aboriginal Tourism Western Australia (ATWA) is WAITOC’s charitable subsidiary. With Deductible Gift Recipient (DGR) status, ATWA enables donations and reports on the social impact of Aboriginal tourism across WA.

What we do

WAITOC supports the growth and recognition of Aboriginal cultural tourism across WA by offering members and visitors a robust platform for authentic experiences.

Our key activities include:

• Advocacy and strategic leadership
• • We represent Aboriginal tourism businesses to government and industry, guiding strategic planning and securing funding like the Jina Plan (2021–2025) to build capacity and elevate First Nations tourism.
• Promotion and access to cultural experiences
• • We showcase over 100‑150 cultural tours, retreats, art centres, festivals, campsites, and bushfood experiences across the state.
  • Visitors can explore via our interactive digital map, featuring Country‑based experiences such as stargazing, foraging, four‑wheel‑driving, and storytelling led by Aboriginal custodians.
• Educational tools and visitor resources
• • We produce free cultural tools like touring maps, bushfood and wildflower guides with recipes, youth camp listings, and self‑drive itineraries to enrich visitor engagement and planning.
• Facilitate events and networking
• • We host the Australian Indigenous Tourism Conference (AITC), a leading First Nations-recognised conference - a meeting place for Aboriginal tourism operators, retailers, academics and agencies to connect, collaborate and grow. From showcasing authentic cultural experiences to building valuable business partnerships, AITC is where stories are shared and futures are shaped.

Through these actions, WAITOC strengthens Aboriginal tourism enterprises, amplifies cultural storytelling, and invites travellers to genuinely connect with the world’s oldest living cultures.