Western Australia’s Northern Jarrah Forests are among the state’s most beautiful and biodiverse ecosystems and tourism could play a key role in shaping their future. With increasing global demand for nature-based travel, this spectacular region has the potential to become a thriving tourism destination — delivering economic benefits, supporting conservation efforts and enhancing recreational opportunities for both visitors and local communities. Stretching from Mundaring to the north, Boddington to the east, Collie to the south and encompassing the Darling Scarp to the west, a bold, overarching vision for tourism in the region is critical to positioning the Northern Jarrah Forests as a premier nature-based tourism destination. Recent research by Tourism WA found that four of the top five reasons international and interstate visitors choose WA as a travel destination are linked to its natural beauty. In fact, this natural beauty is also the top reason people recommend WA to others. A new study by Curtin University’s Tourism Research Cluster, commissioned by the Wilderness Society WA, found that many local, regional and state-level planning strategies support expanding nature-based tourism in the region. The Nature-Based Recreation and Tourism Opportunities for the Perth Hills and Northern Jarrah Forests report highlights that nature-based tourism can enhance quality of life, strengthen regional economies and contribute to environmental conservation. The report reviewed studies and strategies from WA, across Australia and internationally and found widespread agreement on the benefits of nature-based tourism. Beyond economic gains, it delivers significant health benefits and ecosystem services, including opportunities to support Indigenous culture and tourism. Many Government plans express a strong commitment to expanding nature-based tourism, with a particular focus on adventure tourism such as mountain biking and hiking. Key strategy documents for the Peel region for example identify adventure activities as a point of difference for Peel. Governments have already invested heavily in trail infrastructure with further ambitious plans for a network of trail towns and centres. There is also strong public support for protecting and accessing WA’s forests. A recent survey by the WA Biodiversity Science Institute found that 98 per cent of respondents believed visiting native forests near Perth improved their quality of life, while 87 per cent supported stronger forest protection measures. Studies also suggest that declaring more National Parks could further stimulate tourism. Despite these investments and strong public support, several challenges remain in unlocking the full potential of tourism in the Northern Jarrah Forests. To maximise its economic and social benefits, tourism offerings need to reach critical mass, tourism governance across different councils should be streamlined, infrastructure must be maintained and complementary attractions developed to enhance visitor experiences. Esperance successfully redefined its tourism identity last year and a similar approach could help the Northern Jarrah Forests and Perth Hills realise their full potential as thriving tourism destinations. With the right vision and strategy that has the support of local communities, tourism can gain the momentum needed to contribute to a sustainable and prosperous future for the Northern Jarrah Forests — balancing economic opportunity, recreation and environmental stewardship. Professor Michael Volgger is Discipline Lead for Tourism, Hospitality and Events at Curtin University