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Ord Valley event musters up millions for east Kimberley economy

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The Hon David Templeman, Minister for Tourism, and Alannah MacTiernan, Minister for Regional Development, Media Release, 14 September 2021

A popular East Kimberley event held in May this year, and supported by the McGowan Government, injected around $6 million into the local economy and recorded its highest-ever ticket sales.

An economic impact report commissioned by Tourism WA highlighted the success of the Kununurra event, which celebrated its 20th Anniversary in 2021 and is the East Kimberley’s biggest festival.

The report showed more than 11,400 people enjoyed a packed program of music, art, food, comedy and cultural experiences.

Close to 2,300 people attended the event from outside the Kimberley region and stayed almost 24,000 nights in local accommodation over the nine-day festival.

Ticket sales shot up 64 per cent from when the event was last held in 2019 to reach nearly 5,800, with the majority of tickets sold for the Helispirit Kimberley Moon Experience, featuring Australian singer Jessica Mauboy.

This year’s Muster had a strong focus on indigenous performers and cultural experiences including an all-indigenous lineup for the Kimberley Moon Experience and a high representation of indigenous artists at the inaugural Art in the Park event.

The Ord Valley Muster has been funded through Tourism WA’s Regional Events Program since 2012 and has secured ongoing support through the program until 2023.

Comments attributed to Tourism Minister David Templeman:

“These fantastic results are evidence of the important role of Tourism WA’s Regional Events Program in supporting events like the Ord Valley Muster, which bring significant economic benefits to the areas where they’re held.

“This is particularly important for an area like the East Kimberley, whose tourism industry largely operates on a seasonal basis and has been significantly impacted by the COVID-19 environment.

“To have a bumper festival like this helps keep people in jobs and promotes the unique attractions of the region including the world heritage listed Bungle Bungle Range of Purnululu National Park as well as the spectacular Ord River and Lake Kununurra.”

Comments attributed to Regional Development Minister Alannah MacTiernan:

“This report clearly shows that events like this add vibrancy and excitement to a region and provide a significant cash injection to the local economy.

“This wonderful occasion not only attracts visitors from far and wide to explore this magnificent country, to the benefit of regional businesses, it also creates an opportunity for local people in this remote part of the State to come together as a community.

“The 2021 Ord Valley Muster generated a multimillion dollar windfall to the East Kimberley and I’m really pleased the WA Government will continue to support the event into the future.”

Comments attributed to Kimberley MLA Divina D’Anna:

“The Ord Valley Muster is always a highlight on the calendar for locals and visitors alike but this year it really exceeded all expectations.

“It is a fantastic result for the local tourism industry and the economy.”

Related story : Ord Valley Muster celebrates 20 years


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