Australian Pinnacle Tours
- Company typePrivate
- Founded-
- HeadquartersPerth, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
Australian Pinnacle Tours firmographics
Firmographics- Name
- Australian Pinnacle Tours
- Legal name
- Australian Pinnacle Tours (Passenger Transport Services Pty Ltd)
- Website
- https://australianpinnacletours.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Australian Pinnacle Tours industry classification
Industry- Product category
- Tour Operator Services
- NAICS
- Tour Operators (561520), Scenic and Sightseeing Transportation, Other (487990), Scenic and Sightseeing Transportation, Water (487210)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Desert & Dune Adventure Tour Operators (Camel treks, sandboarding) (THAAADAG)
- akta.pro secondary industries
- Hiking, Trekking & Backpacking Tour Operators (THAAADAA), Island, Beach & Resort Travel Agencies (THAKAFAL)
Keywords
Where Australian Pinnacle Tours is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Australian Pinnacle Tours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others
Revenue model
- Day Tour Tickets: Individual ticket sales for full-day tours including Pinnacles Desert, Margaret River, Wave Rock, Rottnest Island, and Broome tours. Pricing varies by tour type and duration.
- Package Tours: Bundled offerings combining multiple attractions, transportation, meals, and experiences such as the Best of Rotto package including ferry, bike hire, lunch, and ice cream.
- Rottnest Island Packages: Ferry + bike packages, Best of Rotto packages with meals and activities, operated in partnership with Rottnest Fast Ferries.
- Equipment Hire: Self-drive sandboard hire at Lancelin dunes at $14 per hour.
- Photography and Event Services: Rottnest Island memorial photo tours with Japanese-speaking staff, hair/makeup services, and photography packages starting from $3,800 AUD for two people.
- Agency Commissions: Revenue from acting as agent for third-party accommodation providers, airlines, cruise ships, and travel insurance providers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lancelin Sandboard Hire - Self-drive activity |
| Unit Pricing | Pay-as-you-go | Lancelin 4WD Sand Dunes Adventure - 45-minute guided tour |
| Unit Pricing | Pay-as-you-go | Rottnest Island Ferry Day Return from Hillarys |
| Unit Pricing | Pay-as-you-go | Rottnest Island Ferry & Bike Package |
| Unit Pricing | Pay-as-you-go | Best of Rotto Package - Ferry, Bike, Lunch, Ice Cream |
| Unit Pricing | Pay-as-you-go | Dampier Peninsula Full Day Tour from Broome |
| Unit Pricing | Pay-as-you-go | Broome Half-Day Afternoon Tour |
| Unit Pricing | Pay-as-you-go | Wave Rock Full Day Tour |
| Unit Pricing | Pay-as-you-go | Morning Perth & Fremantle City Explorer - Half Day |
| Unit Pricing | Pay-as-you-go | Rottnest Island Explorer Bus - Hop On Hop Off |
| Unit Pricing | Pay-as-you-go | Rottnest Memorial Photo Tour - Japanese Service |
| Unit Pricing | Pay-as-you-go | Wildflower Tour - Japanese Language (PERWF) |
| Unit Pricing | Pay-as-you-go | Swan Valley Tour - Japanese Language (SV-OMA) |
| Unit Pricing | Pay-as-you-go | Perth Bar Night Tour - Japanese Language |
| Unit Pricing | Pay-as-you-go | Fremantle Walking Tour - Japanese Language |
| Other | Multi-year contract | Cancellation Policy |
| Other | Pay-as-you-go | Amendment Fees |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Australian Pinnacle Tours product offering
Product offeringCore offering
Australian Pinnacle Tours is a Western Australian tour operator that provides luxury air-conditioned coach and 4WD day tours, half-day tours, and multi-day tours departing primarily from Perth, with secondary operations from Rottnest Island and Broome. The company offers guided experiences to destinations such as Pinnacles Desert, Margaret River, Wave Rock, Rottnest Island, Swan Valley, Albany, and the Dampier Peninsula, including niche offerings like Japanese-language tours, stargazing excursions, pearl farm visits, and Indigenous cultural tours.
Product overview
Australian Pinnacle Tours operates a comprehensive portfolio of day tours and half-day tours primarily departing from Perth, Western Australia, with additional services from Broome and Rottnest Island. The product lineup includes core day tour products such as Pinnacles Desert adventures (with 4WD and stargazing options), Margaret River region tours (covering chocolate, wine, caves, and coastal attractions), Wave Rock tours, Perth & Fremantle city explorer tours, Rottnest Island ferry and bike packages, and Lancelin sand dunes activities. Additional services include Broome-based Dampier Peninsula Aboriginal cultural tours and Broome pearl farm tours. The company also offers a dedicated Japanese-language tour portfolio including Swan Valley, wildflower, bar night, and Fremantle walking tours. All tours feature luxury air-conditioned coach transport with hotel pickups, knowledgeable driver-guides, and entry to attractions. The company operates through an internal booking system (CustomLinc) and partners with third-party operators including Rottnest Fast Ferries and Quokka Coaches for ferry and island bus services.
Differentiator
Problem solved
Functional benefit
Brands
- Australian Pinnacle Tours: Main brand offering day tours, multi-day tours, and transportation services across Western Australia destinations including Pinnacles Desert, Margaret River, Rottnest Island, Broome, and more.
Products and services
- Pinnacle Desert & 4WD Adventure Day Tour Full-day adventure tour to Pinnacles Desert featuring 4WD off-road driving and sandboarding at Lancelin dunes, departing from Perth for tourists seeking nature and adventure experiences.
- Pinnacle Stargazing Tour Evening tour to Pinnacles Desert combining sunset viewing with guided stargazing under clear night skies.
- Margaret River Chocolate, Nougat, Wine & Coastal Tour Full-day tour to the Margaret River region featuring chocolate factory visits, nougat tastings, wine sampling, and coastal scenery.
- Margaret River Region Tour - Jetty, Cave, Lighthouse Full-day tour covering Busselton Jetty, Mammoth Cave, Boranup Forest, and Cape Leeuwin Lighthouse in the Margaret River region.
- Wave Rock Tour Full-day tour to the Wave Rock formation including York, Hippo's Yawn, Mulka's Cave, and surrounding wheatbelt attractions.
- Pinnacle, Yanchep and Swan Valley Tour Full-day combined tour visiting Pinnacles Desert, Yanchep National Park for wildlife viewing, and Swan Valley wineries and gourmet producers.
- Morning Perth & Fremantle City Explorer Tour Half-day tour covering Kings Park Botanical Gardens, Perth CBD, Cottesloe Beach, and historic Fremantle.
- Rottnest Island Ferry & Bike Package Package combining ferry transport from Hillarys Boat Harbour to Rottnest Island with bike rental for self-guided island exploration.
- The Best of Rotto Package Comprehensive Rottnest Island package including ferry, bike hire, Cray Dog lunch, and Simmo's ice cream.
- Rottnest Island Ferry Day Return Day return ferry tickets from Hillarys Boat Harbour to Rottnest Island with complimentary hotel transfers from Perth CBD.
- Rottnest Island Explorer Bus (Hop on, Hop off) Hop-on hop-off bus service operated by Quokka Coaches covering 19 stops across Rottnest Island including major beaches and attractions.
- Lancelin 4WD Sand Dunes Adventure 45-minute 4WD adventure ride through pristine white sand dunes of Lancelin with sandboarding opportunities.
- Lancelin Sandboard Hire Self-drive sandboard rental at Lancelin Sand Dunes for independent sandboarding activities at $14 per hour.
- Dampier Peninsula and Aboriginal Communities Full Day Tour Full-day 4WD tour from Broome visiting Beagle Bay, Cygnet Bay Pearl Farm, and One Arm Point Indigenous community.
- Swan Valley Day Tour (Japanese Language) Japanese-language full-day Swan Valley tour including winery visits, Morish Nuts, The House of Honey, Margaret River Chocolate, and Yahava Koffee Works.
- Wildflower Tour (Japanese Language) Japanese-language seasonal wildflower tour visiting national parks and nature reserves near Perth during spring (24 August – 16 October 2026, Tue/Fri only).
- Rottnest Island Memorial Photo Tour (Japanese Language) Japanese-language photography tour on Rottnest Island with professional photographer, hair/makeup service, and quokka photo opportunities, starting from $3,800 AUD for two people.
- Perth Bar Night Tour (Japanese Language) Japanese-language evening tour visiting three bars in Perth with drinks and chili mussels dinner included, for adults 20 and above.
- Perth City Walking Tour (Japanese Language) Japanese-language guided walking tour of Perth covering major attractions and landmarks.
- Fremantle Walking Tour (Japanese Language) Japanese-language guided walking tour of Fremantle including Fremantle Markets, fish and chips lunch, and round-trip train from Perth.
- Albany Tours Day tours to the Albany region featuring The Gap, coastal landscapes, and historically significant attractions.
- Broome Tours Tours from Broome covering pearl farms, Cable Beach, Gantheaume Point, and Dampier Peninsula.
- Swim with Whale Sharks (Hillarys) Whale watching cruise tour departing from Hillarys Boat Harbour during the August-November season.
- Pinnacle and New Norcia Tour Combined day tour visiting the Pinnacles Desert and the historic New Norcia Benedictine community from Perth.
Quantifiable outcome
- Tours operate with exceptional safety standards certified through Integrated Management System (IMS) Toolbox audited by Compass Assurance Services
Companies that use Australian Pinnacle Tours
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Australian Pinnacle Tours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Australian Pinnacle Tours partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Pinnacle Travel GroupcoreParent company overseeing Australian Pinnacle Tours, Pinnacle Coach Lines, and related travel operations. Provides corporate governance, brand standards, and operational integration across the group.
- Quokka CoachescoreSister company operating Rottnest Island coach services including the Island Explorer hop-on hop-off bus, Grand Island Tour, and Bayseeker Tour. Manages Rottnest operations for the Pinnacle group.
- Rottnest Fast FerriescoreOperates high-speed ferry services from Hillarys Boat Harbour to Rottnest Island. Partnered to offer combined ferry and tour packages including bike hire, island explorer tours, and Best of Rotto packages.
- Cygnet Bay Pearl FarmminorAustralia's oldest operating pearl farm, visited on Dampier Peninsula tours. Provides pearl farm tours, chef-prepared lunch, and showroom access for South Sea Pearl purchases.
- Willie Creek Pearl FarmminorRenowned pearl farm included in Broome tours. Offers tours showcasing modern pearl cultivation techniques and opportunities to purchase pearls.
- Air KimberleyminorScenic flight operator providing optional scenic flight returns from Dampier Peninsula/Cygnet Bay back to Broome. Part of the Fly Option for Dampier Peninsula tours.
- Yanchep National ParkminorIncluded in Pinnacle, Yanchep and Swan Valley tours. Provides wildlife spotting opportunities for kangaroos and koalas, plus bushwalking trails.
- Beagle Bay CommunityminorRemote Aboriginal community on Dampier Peninsula. Included in tours for morning tea and the famous Shell Church (Spiritual Birth Church) with pearl shell altar.
- One Arm Point (Ardyaloon) CommunityminorRemote Indigenous community with views of Buccaneer Archipelago. Features Trochus Shell Hatchery and Aquaculture Centre (currently under reconstruction after cyclone). Provides local arts and crafts for purchase.
- Lombadina CommunityminorAboriginal community on Dampier Peninsula visited when available at community patrons' discretion. Part of cultural immersion experiences.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Australian Pinnacle Tours competitors and assessment
Company assessmentDirect peers
- AAT Kings: Australia's largest guided tour coach operator offering day and multi-day tours across multiple states including WA. Directly comparable to Australian Pinnacle Tours on guided coach tour format, target market (international tourists), and multi-language support.
- Rottnest Fast Ferries: Strategic ferry partner to APT and a direct competitor in Rottnest ferry + island package market. Highly comparable on Rottnest transportation, bundled day-trip offerings, and inbound tourist customer base.
- Outback Spirit: Australian tour operator specializing in luxury 4WD and coach tours across regional Australia including WA destinations like the Kimberley and Dampier Peninsula. Comparable on premium 4WD tour product, Indigenous community visits, and remote-area operations.
- Gray Line Australia: International coach tour brand operating in Australia including WA, offering day tours to major attractions with multilingual guides. Closely comparable on product format (coach-based sightseeing), customer segments (international and domestic tourists), and distribution via travel agents and OTAs.
- Swagman Tours: Australian small-group tour operator with WA itineraries including Margaret River and Coral Coast. Comparable on guided small-group tour format, regional WA destinations, and inbound tourist focus.
- Adventure Tours Australia: Australian small-group adventure tour operator offering national park and outback experiences including WA. Comparable on tour operator model, multilingual guides, and backpacker/youth traveler segment.
- Rottnest Express: Ferry and island package operator serving Rottnest Island from Perth/Fremantle. Direct overlap with APT's Rottnest Island ferry and bike package products and same customer base of Perth day-trippers and international tourists.
Others
- Get Your Guide: Global activity marketplace on which APT distributes its tours. Functions as a distribution channel rather than competitor but increasingly captures end-customer relationships for tour discovery and booking.
- Tourism Western Australia: State Destination Marketing Organization that promotes WA tourism internationally and lists operators like APT on its channels. Not a competitor but a channel partner and ecosystem influencer for inbound bookings.
- Viator (Tripadvisor): Global activity marketplace distributing APT tours to international tourists. A distribution and demand-generation partner rather than direct competitor, though it also sells competing WA operators' products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Australian Pinnacle Tours social profiles
Digital presenceAustralian Pinnacle Tours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Australian Pinnacle Tours leadership team
Management profileNumber of profiles
Australian Pinnacle Tours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Australian Pinnacle Tours M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Australian Pinnacle Tours
What does Australian Pinnacle Tours do?
Australian Pinnacle Tours is a Western Australian tour operator that provides luxury air-conditioned coach and 4WD day tours, half-day tours, and multi-day tours departing primarily from Perth, with secondary operations from Rottnest Island and Broome. The company offers guided experiences to destinations such as Pinnacles Desert, Margaret River, Wave Rock, Rottnest Island, Swan Valley, Albany, and the Dampier Peninsula, including niche offerings like Japanese-language tours, stargazing excursions, pearl farm visits, and Indigenous cultural tours.
Is Australian Pinnacle Tours a public or private company?
Australian Pinnacle Tours is a private company. It is classified as corporate owned and is currently operating.
When was Australian Pinnacle Tours founded?
Australian Pinnacle Tours was founded in -1. It employs 1 to 10 people.
Where is Australian Pinnacle Tours based?
Australian Pinnacle Tours is headquartered in Perth, Australia, in the Oceania region.
How does Australian Pinnacle Tours make money?
Six revenue lines are on record. Day Tour Tickets are the primary driver. The others are package Tours, rottnest Island Packages, equipment Hire, photography and Event Services and agency Commissions.
Who are Australian Pinnacle Tours's main competitors?
Direct peers on record are AAT Kings, Rottnest Fast Ferries, Outback Spirit, Gray Line Australia, Swagman Tours, Adventure Tours Australia and Rottnest Express. Others are Get Your Guide, Tourism Western Australia and Viator (Tripadvisor).
Does Australian Pinnacle Tours have an API?
No public API is recorded for Australian Pinnacle Tours.
What industry is Australian Pinnacle Tours in?
Australian Pinnacle Tours's product category is Tour Operator Services. Its primary akta.pro industry code is THAAADAG, Desert & Dune Adventure Tour Operators (Camel treks, sandboarding), with a secondary code of THAAADAA, Hiking, Trekking & Backpacking Tour Operators. Its NAICS code is 561520 and its SIC code is 7900.