Every summer, there’s a moment we all dread. The first whiff of smoke on the wind, the distant wail of a siren, and that sudden lurch in your stomach as you think about your guests, your staff, and your property. It’s the unspoken reality of running a tourism business in our beautiful, but often harsh, state.

Well, there was some recent news that should help us all breathe a little easier, but it comes with a challenge. The State Government has just dropped a significant investment into our aerial firefighting capability. It’s easy to see these headlines and feel a sense of relief. But I want to challenge you to see it not just as reassurance, but as a call to action for our own preparedness.

Breaking Down the Investment

Let’s cut through the government-speak. The Cook Government has committed an extra $13.8 million to bolster the state’s aerial firefighting fleet. What does this actually mean on the ground (and in the air)?

• More Firepower, For Longer: The funding secures two extra Black Hawk helicopters until the end of the 2028-29 bushfire season. These aren’t your average choppers; they can dump 4,500 litres of water in 35 seconds and operate in extreme conditions where other aircraft can’t.
• A Full Arsenal: As of December 20, WA’s entire 38-strong aerial fleet is online. This includes the massive C130 Hercules Large Air Tanker (LAT) based in Busselton, which can drop 15,000 litres of suppressant to build containment lines around large fires.
• Strategic Placement: These assets aren’t just sitting in Perth. They are strategically based across the state—from Gingin to Albany—and relocated based on the current risk profile. This means faster response times when a threat emerges in your region.

It’s tempting to look at this and think, “Great, the professionals have it covered.” But that’s a dangerous mindset. Think of this incredible fleet as the cavalry. They are there for the big fight, but they can’t be at every small skirmish. Our job is to make sure a small spark on our property never requires the cavalry in the first place. This government investment buys us time and support; it doesn’t buy us complacency.

Your 3-Step Readiness Check

This news is the perfect trigger to sharpen your own plans. Don’t wait for the smoke. Here are three things you should do this week to turn this state-level reassurance into business-level resilience.

1. Dust Off Your Bushfire Plan (And Actually Read It): When was the last time you reviewed your emergency plan? Does every single staff member—from the casual cleaner to the head chef—know their exact role? Your plan is a living document, not a laminated sheet you hang on the wall and forget. Run a quick drill. Who makes the call to evacuate? What are the communication triggers for guests? A plan you haven’t practiced is just a piece of paper.
2. Master Your Guest Communications: How you communicate with guests during a potential threat is a critical part of your brand. Panic is contagious, but so is calm competence. Prepare your communication templates *now*. Have pre-written SMS and email drafts for different alert levels. Knowing what to say, how to say it, and when to say it will protect your guests and your reputation.
3. Know Your Local Systems: Don’t be an island. Ensure you and your key staff have the Emergency WA app downloaded and notifications turned on. Do you know who your local Bush Fire Control Officer is? Building a relationship with your local brigade before an emergency is one of the smartest things you can do. They can provide specific advice for your property that no generic guide ever can.

Preparation is Our Best Defence

This $13.8 million investment is a powerful statement of support for the safety of our regional communities and, by extension, our industry. It gives us an incredible defensive shield in the sky.

But the real work happens on the ground. It happens when we clear our gutters, update our emergency contact lists, and train our staff. Let’s use this news as a catalyst to ensure we are as prepared as the crews flying those Black Hawks.

The WAAA Board will continue to advocate for you on this issue, ensuring our industry’s voice is heard on matters of safety and regional resilience.

Words by:

Andy Burns

Andy Burns is a driving force in the Western Australian tourism industry, currently serving as Vice-President of the WAAA. He’s the Founder of Scott Aussie Tourism Marketing, a South West WA-based agency specialising in helping tourism businesses thrive in the digital age. Scott Aussie offers a full range of marketing services, from strategic planning and branding to content creation, social media management, and AI-powered solutions. Andy’s deep understanding of the tourism landscape, combined with his expertise in destination marketing and community engagement, makes him a sought-after advisor, speaker, and trainer. He’s a regular presenter at industry conferences and workshops, sharing his insights on topics ranging from digital marketing strategy to the future of tourism. Andy is also a member of the Manjimup Tourist Bureau and a Councillor at the Shire of Manjimup. His previous leadership roles include six years on the board of Tourism Rockingham and five years as Chair of a Department of Biodiversity Conservation and Attraction (DBCA) advisory committee.