Keeping Stories Alive on Wilunyu Country
How targeted support is helping Billy Carr transform cultural knowledge into lasting community impact
Billy Carr is a born storyteller.
Raised in Geraldton and grounded in both his Wilunyu heritage and Irish settler ancestry, Billy has a remarkable ability to connect people with the stories of Country. Whether he is sharing local history, Aboriginal cultural knowledge or memories of life on the Mid West coast, his storytelling helps people see the landscape through a deeper lens—one shaped by connection, understanding and respect.
Before founding Jambinu Tours and Publishing, Billy spent many years working as a professional fisherman. The coastline, waterways and Country that sustained him throughout his career now form an important part of the experiences he shares with visitors, school groups and local communities. Drawing on his unique knowledge as a cultural guide, local historian and author, Billy is helping preserve and celebrate the rich stories of the Mid West for future generations.
Today, Jambinu Tours provides authentic cultural experiences that encourage visitors to engage with the history, people and places that make the region unique. At its heart, the business is about much more than tourism. It is about creating opportunities for Aboriginal voices to be heard, cultural knowledge to be shared, and communities to remain connected to their stories.
Building a Strong Foundation for Growth
When ATWA first began working with Billy approximately 12 months ago, Jambinu Tours was still in the early stages of development. Billy had the knowledge, passion and vision to create meaningful visitor experiences, but like many emerging Aboriginal tourism operators, growing a sustainable business required additional support and resources.
Recognising the potential of both Billy and Jambinu Tours, ATWA worked alongside him to strengthen the foundations of the business and build his confidence as an operator.
Investment was primarily focused on targeted marketing and sales support, helping Billy increase awareness of Jambinu Tours and extend its reach to new audiences. ATWA also provided practical business support, including professional promotional flyers, improvements to booking systems, guidance on social media and digital marketing, and essential equipment to support day-to-day operations.
To strengthen visitor readiness and safety, Billy completed accredited First Aid training and received a fully equipped First Aid kit. ATWA also coordinated familiarisation experiences, introduced Billy to key tourism stakeholders and cruise tourism networks, facilitated media opportunities including local radio interviews, and supported preparations for future industry opportunities such as Sandtalk 2026.
Each element of support was designed not simply to promote the business in the short term, but to build Billy's capacity to confidently manage and grow it into the future.
Growing Confidence, Visibility and Opportunity
The impact of this investment is already evident.
With stronger marketing skills and increased confidence using digital tools, Billy is now better positioned to tell his story and promote his experiences to a wider audience. Social media, once a challenge, has become an important platform for sharing cultural content, engaging with potential customers and building awareness of the Jambinu Tours brand.
At the same time, stronger business systems and marketing materials have helped present the business more professionally, while industry connections have opened doors to new opportunities and partnerships.
One particularly significant outcome has been the development of a partnership with the local Visitor Centre, creating another pathway for travellers to discover and book Jambinu Tours experiences. Increased exposure through tourism networks and media opportunities has also helped raise awareness of Billy's work across the Mid West and broader Western Australian tourism industry.
For Billy, these outcomes represent more than business growth. They provide greater opportunities to share culture, educate visitors and ensure important stories remain visible within the community.
Creating Impact Beyond Tourism
The benefits of supporting Jambinu Tours extend far beyond one business.
Every tour delivered by Billy creates an opportunity for visitors to gain a deeper understanding of Aboriginal culture, local history and the significance of Country. Every story shared helps strengthen appreciation for the region's cultural heritage. Every new booking contributes to a growing Aboriginal tourism sector that supports local economies while keeping cultural knowledge in the hands of community.
By investing in cultural tourism businesses like Jambinu Tours, funders help create outcomes that span economic development, cultural preservation, education and community wellbeing.
Billy's journey demonstrates how targeted support can empower Aboriginal entrepreneurs to build sustainable enterprises while delivering benefits that flow well beyond the individual business.
Looking Ahead
Billy's vision continues to evolve.
He hopes to expand cultural tourism experiences throughout the Mid West in collaboration with Elders and community groups, develop new educational resources and publications, and strengthen partnerships with schools, councils and cultural organisations. Through these initiatives, he aims to create even more opportunities for people to connect with the stories, language, history and environmental knowledge that define the region.
With continued support, Jambinu Tours has the potential to become an even stronger contributor to regional tourism and cultural education across Western Australia.
Billy's story demonstrates the power of investing in people who carry deep cultural knowledge and strong community connections. Through practical support, capacity building and strategic investment, an emerging Aboriginal tourism operator has strengthened his business, expanded his reach and created new opportunities for cultural storytelling to thrive.
The result is not simply a stronger tourism business—it is the preservation and sharing of stories that will continue to inspire understanding, connection and pride for generations to come.
