The Cook Government has confirmed the return of the ‘Pair’d Margaret River Region’ festival, an expanded four-day showcase of the South West’s premium food, wine, and music, running from 20-23 November 2025. Building on the success of its inaugural event, which generated nearly $2.5 million in economic impact, the government-owned festival is a cornerstone of the strategy to drive high-value tourism and presents a major commercial opportunity for the region’s agritourism sector.
Expanded Program Targets Premium Visitors
This year’s festival features a larger and more diverse line-up of events designed to attract a discerning audience. The program includes the return of popular concepts like the ‘Pair’d Beach Club’ and introduces new signature experiences, such as ‘Ngilgi Reverie,’ a fine dining event inside Ngilgi Cave featuring a performance by opera singer Silvia Colloca. Another highlight is ‘Burnt Ends and Friends,’ a collaboration with Dave Pynt of Singapore’s Michelin-starred restaurant, Burnt Ends. These high-calibre events, along with a suite of Michelin Wine Dinners and tastings focused on new-generation wines, are designed to reinforce the Margaret River region’s status as a world-class culinary destination.
Strategic Implications for Regional Operators
The timing of the festival in late November, coupled with direct flights to Busselton from Sydney, Melbourne, and now Perth, provides a powerful incentive for interstate and intrastate travel ahead of the peak summer season. For WAAA members, this creates a significant opportunity to drive bookings and direct sales. Accommodation providers, from farm stays to boutique hotels, should anticipate increased demand and are advised to develop tailored packages that leverage the festival’s appeal.
Building on a Foundation of Success
The government’s continued investment in Pair’d underscores a long-term strategy to build a robust, year-round events calendar for the region. The statement from Acting Tourism Minister Don Punch emphasised this, noting the festival will “create a boost to the local economy as they book out the region’s hotels, explore its wineries and restaurants, and engage with local tourism operators.” The event’s scheduling, preceding ‘The World’s 50 Best Vineyards Awards’ which will also be held in the region, further cements the South West’s international reputation and provides a sustained period of global focus that all local businesses can benefit from.
Agritourism operators are strongly encouraged to familiarise themselves with the full program at pairdmargaretriver.com to identify opportunities for collaboration and to align their marketing activities to capture the influx of visitors.
