PRIME Mentoring Program: Calling all Local Tourism Operators

About the event

Take your tourism business to the next level – grow, innovate, and get market-ready! 

The City of Cockburn has partnered with DTM Tourism to offer local tourism operators a heavily subsidised place in the PRIME Mentoring Program. Originally valued at $4,500 (ex GST), eligible businesses can access the program for just $650 (ex GST). 

PRIME is designed to support tourism businesses at every stage of development, from refining operations to increasing visibility, attracting more customers, and building sustainable growth. 

Tourism is a competitive and ever-evolving industry. Through tailored mentoring and practical learning modules, PRIME ensures your business isn’t just surviving – it’s thriving. 

PRIME helps businesses: 

• Review and improve operations to boost efficiency, reduce costs, and increase profitability. 
• Enhance bookable products and B2C strategies to attract more customers 
• Develop B2B partnerships and expand distribution channels 
• Strengthen brand presence, improve market visibility, and market positioning, reaching new audiences 
• Innovate to stand out from competitors and respond to changing market demands 
• Receive practical, actionable guidance tailored to unique business challenges 

By focusing on these areas, businesses gain the tools, insights, and confidence to make notable changes and grow sustainably. 

How It Works 

PRIME is delivered in three stages, each comprising eight key learning modules. Businesses work closely with their dedicated mentor throughout their nominated stage, receiving: 

• One-on-one guidance to set practical tasks and implement changes 
• Regular check-ins to monitor progress and refine strategies 
• Advice tailored to your business size, aspirations, and market goals 

Most businesses complete their stage within 4–6 months, allowing time to put improvements into practice. The structure ensures businesses can join PRIME at any stage of their tourism journey, whether they are just starting out or looking to scale. 

Hear From Past Participants 

“The changes we made to our room structure and rates as part of the PRIME Mentoring program have led to the most income seen at Quest Werribee to date.” - Amol, Quest Werribee 

“PRIME has provided tailored mentoring for a cluster of tourism businesses in Esperance, helping us build operator capability and destination development outcomes.” - Marcus Falconer, Australia’s Golden Outback 

“Bernard at DTM has provided the confidence of expansive industry knowledge, ensuring our business decisions are rigorously analysed and adapted in an evolving tourism landscape.” - Daniel Johnson, Cruden Farm 

Apply Now – Limited Places Available 

Applications close 10pm, Sunday 15 February 2026.  

Places are limited, with only four sponsored places available. All applications will be individually assessed, and we’ll be in touch to let you know the outcome following the submission closing date.