The Wheatbelt Way is a self-drive trail through the North Eastern Wheatbelt in Western Australia (WA). Since its launch at the Dowerin Field Day in 2012, this trail has seen increases in visitor numbers to campsites, in spending, and on requests for information (NEWTRAVEL*/Wheatbelt Way data). These increases augur well for the future of the Wheatbelt Way and for the socioeconomic development of rural towns located along the trail. However, visitors’ length of stay at each location is of concern to NEWTRAVEL. While on average visitors stay one or two nights, NEWTRAVEL would prefer three of more nights’ stay to further benefit from the increasing numbers of visitors. Arguably, visitors do not stay longer because the quality of infrastructure at campsites, in nearby towns and/or on the roadside (e.g., activities, accommodation, facilities, information) does not always meet expectation. To further explore this proposition, a Wheatbelt Way visitor survey was conducted over a three-year period (2020-2023). Results suggest a mix of visitor satisfaction and concern over the quality of infrastructure. This paper reports on the visitor survey results. It discusses improvements to infrastructure along the Wheatbelt Way self-drive trail for more viable destination development in the North Eastern Wheatbelt, Western Australia. Further collaboration with NEWTRAVEL is also discussed.
*NEWTRAVEL is the representing body for collective marketing in the Shires of Dowerin, Wyalkatchem, Trayning, Nungarin, Mukinbudin, Koorda, Mt Marshall and Westonia. https://wheatbeltway.com.au/membership/