Agritourism operators in the South West should prepare for a significant influx of high-value visitors in November, as the State Government confirms the return of its premier food and wine festival, Pair’d Margaret River Region. Scheduled for November 20-23, 2025, the event is a cornerstone of Tourism WA’s strategy to attract culinary tourists and is expected to inject millions of dollars into the local economy, presenting a direct opportunity for wineries, farm-to-table venues, and accommodation providers across the region.
According to the government’s media statement, last year’s inaugural festival generated nearly $2.5 million in economic impact for the South West. The 2025 event is being positioned to build on that success, leveraging new direct flights into Busselton to draw what is expected to be thousands of visitors from interstate and overseas.
Festival to Showcase Region’s Food, Wine, and Agricultural Heritage
The four-day festival program is structured around the South West’s core offerings of premium wine and food, with events hosted at iconic wineries and venues. The official announcement highlights a diverse lineup designed to appeal to a broad range of tastes, from fine dining to casual beachside events.
Key features of the program include the return of the Pair’d Beach Club, Michelin-starred chef collaborations, and events like “Nature’s Table,” a long lunch specifically designed to pay tribute to the “ancient lands and rich agricultural heritage of Margaret River.” This thematic focus provides a strong marketing anchor for WAAA members, whose businesses are built on the authenticity of the region’s agricultural landscape.
“An event of this scale puts a spotlight on the entire region, not just the participating venues,” noted one South West farm stay operator. “We see a significant increase in enquiries and bookings from visitors who come for the festival but are also seeking an authentic, on-farm experience to complete their trip.”
Strategic Implications for Agritourism Operators
While wineries and well-known restaurants are the primary participants, the strategic importance of the festival extends to all agritourism operators in the surrounding areas. The targeted marketing by Tourism WA creates a wave of interest that farm stays, boutique producers, tour operators, and U-pick farms can ride. The influx of visitors specifically interested in provenance and local produce creates a highly qualified audience for member businesses.
The government’s announcement confirms that this event is a key part of its strategy to diversify the economy and build a year-round calendar of events. For WAAA members, this signals a sustained, government-supported push to develop the very market they serve.
Leveraging the Influx of High-Value Visitors
Operators are advised to prepare for the increased demand that the festival will generate. Key actions to consider include:
- Reviewing Marketing and Packages: Align your own promotional activities with the festival’s timing and themes. Consider creating special ‘Pair’d’ weekend packages that include on-farm experiences or local produce hampers.
- Updating Digital Presence: Ensure online listings and booking systems are up-to-date and can handle increased traffic. Use keywords such as “Margaret River,” “Pair’d festival,” and “food and wine travel” in your digital marketing.
- Local Collaboration: Reach out to participating wineries or venues to explore opportunities for cross-promotion, such as recommending your farm stay to their ticket holders or supplying your produce for one of the events.
With tickets going on sale in mid-July, the promotional campaign for Pair’d will begin shortly. WAAA members are encouraged to act now to ensure they are well-positioned to capitalise on the visitor spending and regional attention this major event will bring. Members seeking to refine their marketing strategies can access a range of toolkits and resources on the WAAA member portal.
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