West by North West

Name

West by North West

Legal name

West by North West

Website

https://wxnw.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Burnie, Tasmania

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others, Technology or R&D

Revenue model

1. Government Funding: WxNW is a government-funded Regional Tourism Organisation (RTO), funded by the Tasmanian government. The organisation's work forms part of the state's 2030 Visitor Economy Strategy.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

West by North West (WxNW) is a Tasmanian government-funded Regional Tourism Organisation that delivers advocacy, industry support, marketing, and product development services for the West Coast, North West, and King Island regions. It manages five consumer-facing destination brands and associated websites/social channels (Visit North West Tasmania, Visit King Island, West Coast Tas, West Coast MTB, Tasting Trail Tasmania) and provides operator services including ATDW listing optimisation, workshops, forums, and fee-for-service marketing support.

Product overview

West by North West (WxNW) operates as a Regional Tourism Organisation (RTO) providing tourism marketing, industry support, and product development services across Tasmania's West Coast, North West, and King Island. Rather than a unified software product, the organisation delivers a portfolio of destination brands and services including the consumer-facing Visit North West Tasmania destination brand, the Tasting Trail Tasmania agritourism product, ATDW product listing support for operators, regional social media management, and seasonal event campaigns. These offerings are grounded in partnerships with Tourism Tasmania and government-funded initiatives aligned with the 2030 Visitor Economy Strategy.

Differentiator

Problem solved

Functional benefit

Brands

• Visit North West Tasmania: Consumer-facing tourism brand for the North West region
• Visit King Island
• West Coast Tasmania
• West Coast MTB
• Tasting Trail Tasmania

Products and services

• Visit North West Tasmania (destination brand) Primary consumer-facing destination brand uniting King Island, the West Coast, and the North West under one unified regional tourism identity. Drives destination traffic via northwesttasmania.com.au and supports Tourism Tasmania co-marketing campaigns including 'Come Down for Air' and 'The Off Season'.
• Tasting Trail Tasmania
• ATDW Product Listing Optimisation Service
• Regional Social Media Management Service
• North West Winter Calendar of Events
• Annual Regional Tourism Forum
• Tourism Advocacy and Industry Representation Service
• Fee-for-Service Destination Marketing Service

Quantifiable outcome

• 8.7% increase in visitor nights (YE June 2025), with 2.6 million+ nights total — above KPI target
• +4 more outcomes

Named customers6 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

Partnerships

Ten partnerships are on record, tiered core and minor.

• Tourism TasmaniacoreStrategic or Co-development PartnerWxNW maintains a strategic partnership with Tourism Tasmania central to promoting the region to domestic and international audiences. Collaborations on major state campaigns including 'Come Down for Air' and 'The Off Season' have significantly boosted regional visibility. WxNW works closely with Tourism Tasmania to drive regional visitation and support implementation of the 2030 Visitor Economy Strategy.
• Tourism Industry Council Tasmania (TICT)coreStrategic or Co-development PartnerTICT leads state-level advocacy while WxNW focuses on regional priorities. WxNW works closely with TICT on addressing unique challenges and opportunities, including advocacy for the West Coast Wilderness Railway, Cradle Mountain Visitor Experience Master Plan, and the Emission Reduction program.
• Six Local Tourism AssociationscoreStrategic or Co-development PartnerBi-monthly meetings with six Local Tourism Associations provide an important forum to share insights, tackle challenges, and identify opportunities across the region. This open communication has led to practical outcomes including an expanded calendar of industry workshops and professional development programs.
• Local Councils (West Coast, Circular Head, King Island, Waratah-Wynyard, Burnie City, Central Coast, Devonport City, Latrobe, Kentish)coreStrategic or Co-development PartnerClose collaboration with nine local councils underpins WxNW's work. Councils are key partners in advocacy efforts, product development initiatives, and regional tourism strategy delivery.
• Hospitality TasmaniacoreStrategic or Co-development PartnerCollaboration on programs including 'Great Community Experience' workshop program for tourism operators, supporting professional development across the region.
• Tasmanian Hospitality & Tourism Academy (THTA)minorStrategic or Co-development PartnerState and national partner ensuring local operators can access tools, funding, and expertise for professional development and industry growth.
• Brand TasmaniaminorGTM or Marketing PartnerState-level marketing partner working to balance promotion of attractions, events, experiences, and hospitality venues across Tasmania.
• Business TasmaniaminorStrategic or Co-development PartnerState partner working to ensure local tourism operators can access tools, funding, and expertise needed to succeed.
• West Coast Strategic Partnership CommitteecoreStrategic or Co-development PartnerWxNW continues as a key voice on the West Coast Strategic Partnership committee, working to ensure major commercial developments, including workforce accommodation villages for the mining sector, consider the needs and long-term impact on the tourism industry.
• T21 PartnershipcoreStrategic or Co-development PartnerThe T21 partnership between Tasmanian Tourism Industry and Tasmanian Government sets the direction for the visitor economy through the 2030 Visitor Economy Strategy. WxNW contributes to delivering the 2030 strategy as one of four RTOs.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Visit Queensland: State-level DMO for Queensland, Australia. Performs the same destination marketing, trade engagement, and product development functions as WxNW but at a much larger scale and budget, focused on a different Australian state/region.
• Visit Victoria: State-level DMO for Victoria, Australia. Comparable in function (destination marketing, industry support, advocacy) and government-funded mandate but operates across a much larger geography and budget than WxNW, with primarily an interstate/international rather than regional remit.
• Tourism New Zealand: New Zealand's national tourism organisation, government-funded and responsible for destination marketing, trade development, and industry capability building. Comparable in function and structure to WxNW but at national scale and operating in a different geography.
• VisitScotland: Scotland's national tourism organisation, funded by the Scottish Government to deliver destination marketing, industry support, and quality assurance. Comparable in DMO mandate and government funding model, though operating at national rather than sub-regional scale.
• Destination Canada: Canada's national destination marketing organisation, federally funded to promote Canada as a tourism destination. Comparable in public-sector DMO mandate, industry partnership model, and destination marketing function, though at a much larger scale and different geography.

Direct peers

• East Coast Tourism: Tasmania's East Coast RTO, the fourth of four government-funded Regional Tourism Organisations. Operates with the same mandate, government liaison role, and four-pillar strategy as WxNW, making it a structurally identical peer in the same state framework.
• Visit Northern Tasmania: One of three sister Regional Tourism Organisations in Tasmania, also government-funded, delivering destination marketing, industry support and advocacy for the Northern region. Directly comparable in mandate, structure, funding model, and service pillars (Advocacy, Industry Support, Product Development, Marketing).
• Destination Southern Tasmania: Tasmania's Southern RTO and a sister Regional Tourism Organisation funded by the Tasmanian government. Delivers destination marketing, industry support, and advocacy for southern Tasmania using the same T21/2030 Visitor Economy Strategy framework as WxNW.

Broad incumbents

• Tourism Tasmania: The state-level statutory tourism authority for Tasmania. Overlaps significantly with WxNW (co-funds campaigns like 'Come Down for Air' and 'The Off Season') but operates at the whole-of-state level with a much broader remit, larger budget, and national/international marketing scope.
• Tourism Australia: Australian federal government tourism marketing agency. Operates as the national umbrella DMO; WxNW's state and regional work feeds into Tourism Australia's international campaigns. Comparable in destination-marketing function but at national scale rather than regional.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/west-by-north-west

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 West by North West