Developing a tourism signage strategy was essential for the Shire of Esperance (SOE) to maximise its potential as a key visitor destination while supporting sustainable growth. The region’s natural beauty, outdoor recreation opportunities, and cultural attractions already draw significant interest; however, a strategic approach ensures tourism development aligns with community priorities, economic objectives, and environmental stewardship.

In 2021, the Shire of Esperance commissioned the development of an Esperance Tourism Strategy. Under Strategic Priority 3: Infrastructure, the strategy identified the need for a comprehensive tourism signage strategy to improve entry, directional, and wayfinding signage across the Shire. Wayfound was contracted by the Shire to undertake the development of this tourism signage strategy in early 2025.

The strategy will  deliver a range of benefits and boost the local economy by attracting more visitors, supporting local businesses, creating jobs, and increasing spending in hospitality, retail, and tourism services. It enhances the visitor experience by improving signage, infrastructure, and promotion, making it easier for visitors to navigate and engage with Esperance’s attractions. It also helps protect natural and cultural assets by promoting sustainable tourism practices that manage visitor impact and preserve national parks, heritage sites, and local culture. Furthermore, a clear signage strategy strengthens destination branding by creating a consistent identity and targeted messaging to position Esperance as a desirable location for its target visitor markets. Finally, it encourages investment and funding by providing a structured framework that can attract support from government and private sectors for tourism infrastructure and initiatives.

By implementing a tourism signage strategy, the Shire of Esperance will achieve long-term economic benefits while preserving the distinctive charm and character that make it a truly unique and appealing destination.