Cocky Guides

What Cocky Guides does

Cocky Guides Australia Limited is a not-for-profit social enterprise founded in August 2018 by James (Buck) McFarlane, operating as a specialist tour operator providing multi-sensory travel experiences for blind and low-vision Australians. The company delivers small-group tours with a 1:1 to 1:4 guide-to-traveller ratio, engaging tactile, auditory, and olfactory senses through vocal navigation instruction and one-on-one assistance for technical navigation. Since launch it has served more than 1,250 blind and low-vision travellers across 70+ Australian destinations spanning every state and territory, delivered approximately 300 sensory tours, and returned almost one million dollars to the Australian tourism supply chain. Its core customer segment is active, mobile blind and low-vision adults (including NDIS plan-managed and self-managed participants), supplemented by general public customers participating in Cocky Tours on a 'fun-raising' basis. Revenue is generated through NDIS-claimable supported tour fees, charter tour seat sales, destination management service fees (Autopia Tours Blue Mountains), Sensory Tourism Conference registrations, branded merchandise, and donations. Distribution is direct-to-consumer via website, phone, and email, with community-led growth driven by partnerships with blindness organizations, NDIS providers, and 30+ local tourism businesses in Western Sydney. In June 2023 the company restructured from a proprietary company into a not-for-profit public company to access new funding pathways and serve non-NDIS participants and international visitors. Awards include NSW Tourism Awards Bronze 2021 and Silver 2022 in Excellence in Accessible Tourism, plus Western Sydney Awards for Business Excellence wins in Micro Business (2021) and Start-Up Superstar (2020).

Name

Cocky Guides

Legal name

Cocky Guides Australia Limited

Website

https://cockyguides.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Cocky Guides Australia Limited is a not-for-profit social enterprise founded in 2018 that designs and operates small-group, multi-sensory travel experiences for blind and low-vision Australians across 70+ destinations, generating revenue through NDIS-claimable tours, charter experiences, and destination management partnerships.

Ownership category

akta.pro rank

Product category

Accessible Tourism Services

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Land (487110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Small-Group Escorted Tour Operators (THAKADAB)

akta.pro secondary industries

Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB), Hiking, Trekking & Mountain Guiding (THAJABAA), Private Guided Tours & Personal Tour Guides (THAJALAA)

Keywords

• Accessible tourism services
• Sensory guided tours
• Blind low vision travel
• NDIS supported tours
• Small group travel

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Supported Tour Services: Group support charges and traveller contributions for sensory tours. Includes half-day, full-day, and multi-day programs for blind and low-vision participants. Revenue from NDIS plan-managed and self-managed clients, companion fares, and individual quotes for dedicated one-on-one support guides.
2. Cocky Tours Charter Experiences: Small-group charter experiences to iconic Australian destinations (Kimberley, Uluru, Arnhem Land, Ningaloo Reef). Each seat sold funds real access for blind and low-vision Australians. Revenue from general public travellers who subsidize accessible tourism.
3. Destination Management Services: Revenue diversification through operating daily tours for other tour operators. Cocky Guides runs daily Blue Mountains tours for Autopia Tours as destination management partner.
4. Sensory Tourism Conference: Conference revenue including registration fees ($900 per person package includes accommodation, meals, activities), limited to 50 attendees with $150 deposit.
5. Merchandise: Branded merchandise sales via online store (Cocky Collection via The Print Bar). Travel accessories and apparel.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Cocky Guides delivers small-group multi-sensory supported tour experiences for blind and low-vision travellers across 70+ Australian destinations, providing vocal navigation instruction and one-on-one sighted guide support for groups of 1-4 travellers per leader. The company also runs exclusive charter Cocky Tours to iconic remote destinations that cross-subsidise accessible experiences, operates the annual Sensory Tourism Conference, and delivers destination management services for other tour operators such as Autopia Tours in the Blue Mountains.

Product overview

Cocky Guides is a not-for-profit social enterprise operating as a platform of sensory travel experiences for blind and low-vision adventurers. The core offering consists of Supported Experiences (small group day tours and multi-day sensory short breaks to over 70 Australian destinations), Cocky Tours (exclusive charter experiences to iconic hard-to-reach destinations), and the Sensory Tourism Conference. Supporting products include the Cocky Collection merchandise, LEAP travel planning program, At Home virtual experiences, and White Cane Travels donation initiative. The company provides vocal navigation instruction and one-on-one support assistance for groups of 1-4 travellers, with transport via 24-seat minibuses and partnerships with NDIS for funding.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 1,250+ blind and low-vision travellers served since 2018
• +4 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered strategic, minor and core.

• Travel Industry Mentor Experience (TIME)strategicGTM or Marketing Partner · 1 April 2023Cocky Guides sponsoring first Inclusive Tourism TIME Scholarship for travel industry professionals with disability or passion for inclusive travel. Six-month mentoring program advancing accessible tourism outcomes.
• Sensory Tourism Conference PartnersstrategicStrategic or Co-development Partner · 1 September 2022Partners include Broken Bay Pearl Farm, Girri Girra Aboriginal Experiences, Central Coast Surf School, Gosford Regional Gallery, Edogawa Commemorative Garden showcasing accessible local tourism for blind/low-vision travellers.
• White Stick FestminorGTM or Marketing Partner · 1 September 2021Cocky Guides event sponsor of international online music festival produced for International White Cane Day. Features 22+ international blind and low-vision artists including The Voice Australia contestants.
• Wandering the WorldminorStrategic or Co-development Partner · 1 January 2021Melbourne-based international tour operator partnering during COVID border restrictions to deliver accessible day trips for Melbourne's blind and low-vision community. Collaboration enabled continued service delivery across state borders.
• Hahndorf Walking ToursminorStrategic or Co-development Partner · 1 April 2020Adelaide Hills partner delivering 'Hahndorf from Home' virtual experience featuring Australia's favourite Germanic village. Tactile and sensory elements showcase destination for blind/low-vision travellers.
• Merrigong Theatre CompanyminorStrategic or Co-development Partner · 1 June 2019Illawarra performing arts centre partnership delivering audio-described theatre performances with tactile tours and post-show discussions. First event: Barbara and the Camp Dogs.
• Busfleet AustraliacoreChannel Partner/ Reseller/ Distributor · 1 July 2018NSW Accredited Transport Operator #40377 providing bus and coach services. Long-term partnership with experienced team and large fleet supporting Cocky Guides growth into new markets. Primary transport provider for NSW operations.
• Autopia TourscoreStrategic or Co-development PartnerPartnership delivering Blue Mountains Sunset Tour with Purpose. Autopia Tours operates the tour while Cocky Guides benefits from ticket sales funding accessible experiences. Also partners for Northern Territory Top End tours including Kakadu and Litchfield.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hahndorf Walking Tours: Adelaide Hills walking tour operator that partnered with Cocky Guides to deliver accessible 'Hahndorf from Home' content. Comparable as a small Australian tour operator leaning into accessibility and sensory storytelling as a product differentiator.
• Wildlife Tours Australia: Australian small-group wildlife and nature tour operator with national footprint. Comparable given founder's prior guiding experience here, similar group sizes, and overlapping iconic destinations (Kangaroo Island, Ningaloo, Cradle Mountain) that Cocky Guides also targets with its sensory itineraries.
• Limitless Travel: UK-based accessible tour operator specialising in group holidays for travellers with disabilities, including vision impairment. Closest international comparable serving the same blind/low-vision traveller segment via small-group escorted formats and accessible accommodation sourcing.
• Enable Holidays: Accessible travel specialist offering adapted holidays to disabled travellers across multiple disability categories including visual impairment. Operates in the same accessible-group-travel niche with escorted tours, sighted-guide support, and adapted itineraries comparable to Cocky Guides' supported experience format.
• Autopia Tours: Australian day-tour operator running daily Blue Mountains and Top End experiences. Directly comparable because Cocky Guides already operates daily tours as a destination management partner for Autopia, sharing customer geographies, vehicle operators, and itinerary patterns.
• Adventure Tours Australia: Australian small-group tour operator offering multi-day nature and adventure itineraries. Comparable because founder Buck McFarlane spent years guiding here and the company uses the same Western Sydney departure points, 24-seat minibus model, and destination mix (Blue Mountains, Red Centre, Top End).

Broad incumbents

• G Adventures: Global leader in small-group escorted tours across 100+ countries. A broad incumbent comparable via shared small-group escorted format, multi-day packages, and founder training ground (Buck McFarlane spent 10+ years guiding here), but operates at vastly greater scale and without the blind/low-vision specialisation.
• Oz Experience: Australian hop-on/hop-off and small-group coach tour operator targeting backpackers. Comparable via shared multi-day escorted coach format and founder background, but lacks any accessibility specialisation and serves a different traveller demographic.
• Busabout: European-anchored small-group coach travel brand with overlapping coach-and-guide operating model. Comparable through shared escorted-coach format and founder's prior guiding experience, but no overlap with accessible tourism.

Emerging players

• Wheelchair Travel: Accessible travel content/media and trip-planning platform focused on mobility, vision, and hearing-impaired travellers. Adjacent rather than directly competitive but operates in the same accessible-travel category Cocky Guides serves, and signals broader emerging demand for niche disability-segmented tourism content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/cockyguides
• LinkedInlinkedin.com/company/cockyguides

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cocky Guides