Creating a Cultural Legacy on Wudjari Country
How Annie and Julie Dabb are transforming cultural knowledge into a thriving tourism experience in Esperance
For sisters Annie and Julie Dabb, tourism is about sharing culture, creating connection and ensuring visitors experience Wudjari Country through Aboriginal eyes.
Since launching Dabungool in 2020, they have steadily built a business that combines storytelling, cultural knowledge and authentic visitor experiences. What began as a small Aboriginal tourism venture has evolved into a growing enterprise that is attracting both domestic and international visitors and helping position Esperance as a destination where people can engage meaningfully with culture.
At the heart of Dabungool is a commitment to sharing knowledge, showcasing Country and creating opportunities for visitors to better understand the traditions, stories and practices that have been passed down through generations.
Over the past several years, Annie and Julie have worked tirelessly to refine their offerings and expand their reach, demonstrating what can be achieved when passion, cultural leadership and strategic support come together.
Building a Platform for Growth
As demand for Aboriginal tourism experiences continues to increase, Annie and Julie recognised the opportunity to grow Dabungool beyond local visitation and establish stronger connections with the broader tourism industry.
Through the Aboriginal Tourism Academy's Tourism Ready Industry Program (TRIP) and ongoing support from WAITOC and ATWA, Dabungool has been supported to develop new products, strengthen industry relationships and access new domestic and international markets.
A significant focus of support has been creating opportunities for Annie and Julie to engage directly with tourism trade partners. Through TRIP, Dabungool showcased its experiences at major trade events including the New Zealand Roadshow 2025 across Brisbane, Melbourne, Sydney and New Zealand, the Australian Tourism Exchange (ATE) in Adelaide and European trade engagement activities.
These opportunities provided direct access to inbound tour operators, wholesalers and travel trade representatives, helping position Dabungool as a market-ready Aboriginal tourism product capable of servicing both domestic and international visitors.
Beyond trade development, WAITOC supported Annie and Julie to diversify their offerings through the development of bush remedy products and expanded catering experiences. Additional financial assistance enabled participation in key industry and community events, including Flavours of Country and other business development opportunities that increased exposure and strengthened industry networks.
The investment was focused not only on increasing visitation, but on helping build a resilient business with multiple revenue streams and long-term growth potential.
Turning Industry Connections into Real Opportunities
The results of this investment have been substantial.
Through increased industry exposure and trade engagement, Dabungool has successfully secured partnerships with several major tourism operators. Contracts with organisations such as AAT Kings, Untamed Escapes, cruise ship operators and Beyond Travel are creating consistent visitation opportunities and introducing new audiences to Wudjari cultural experiences.
Regular bookings through wholesale partners have significantly increased visitation, while international travellers now make up a growing proportion of guests participating in Dabungool experiences.
As demand continues to grow, Annie and Julie are reaching a point where additional staffing support is becoming necessary. Family members are already assisting during peak periods such as NAIDOC Week, demonstrating both the success of the business and its growing contribution to local economic participation.
Perhaps one of the most exciting milestones has been the acquisition of a five-year lease over a five-acre property on the outskirts of Esperance. This new site provides a dedicated space where Annie and Julie can further develop their tourism offerings and bring their long-term vision to life.
The property represents a significant opportunity for future growth and provides a strong platform for developing immersive cultural experiences that showcase Wudjari culture in an authentic and meaningful way.
Creating Impact Beyond Tourism
The growth of Dabungool delivers benefits that extend far beyond visitor numbers.
Every tour creates an opportunity for guests to learn directly from Aboriginal people and gain a deeper appreciation for Country, culture and community. Every cultural experience helps build understanding, respect and connection. Every partnership with a trade operator increases the visibility of Aboriginal tourism within national and international tourism markets.
The business is also contributing to local economic development by attracting visitors to Esperance, encouraging longer stays and increasing participation in the region's visitor economy.
As Dabungool expands its operations, opportunities for employment, family involvement and community participation continue to grow. This creates outcomes that support both cultural preservation and economic sustainability.
The success of Annie and Julie's journey demonstrates how targeted investment in Aboriginal-led tourism enterprises can generate long-term impacts across tourism, community development and cultural education.
Looking Ahead
Annie and Julie's ambitions for Dabungool continue to evolve.
They plan to further expand catering and food experiences as part of their cultural tourism offerings, particularly during major events and peak visitation periods. Continued industry engagement remains a priority, with aspirations to secure additional partnerships with regional tourism organisations, inbound tour operators and cruise ship markets.
They also hope to increase corporate and educational bookings while continuing to participate in conferences and trade events that strengthen industry relationships and market reach.
Most significantly, Annie and Julie are now preparing a long-term development plan for their newly leased bush property. This site presents an exciting opportunity to create a dedicated cultural tourism destination that will support future growth while maintaining strong cultural integrity.
Dabungool's story demonstrates the power of investing in Aboriginal women-led enterprises that are deeply connected to culture, community and place. Through strategic support, industry access and business development opportunities, Annie and Julie have transformed a growing tourism operation into a market-ready cultural tourism business with national and international reach.
The result is more than increased bookings. It is the creation of a sustainable platform for sharing Wudjari culture, growing regional tourism and ensuring future generations can continue to learn from the stories, knowledge and traditions of Country.
