Bringing Culture to the Centre of the Wheatbelt

How Michael Ward is creating deeper connections to Country through Katter Kich Gallery and Tours

For Michael Ward, sharing culture is about creating understanding.

From his base in Hyden, home to the iconic Katter Kich (Wave Rock) and Mulka's Cave, Michael welcomes visitors from across Australia and around the world to experience the stories, history and cultural significance of one of Western Australia’s most recognised destinations. Through Katter Kich Gallery and Tours, he combines guided cultural experiences with a gallery that showcases Aboriginal art, creating opportunities for visitors to engage with culture in meaningful and authentic ways.

Michael’s vision extends beyond tourism. He is passionate about ensuring the stories of Country are shared with respect, that Aboriginal artists have a platform to showcase their work, and that visitors leave with a greater appreciation of the cultural heritage that has existed in the region for countless generations.

Building a Stronger Business Foundation

While Katter Kich Gallery and Tours had been operating successfully for several years, Michael recognised the opportunity to strengthen the business, increase visitation and create a more sustainable platform for sharing culture.

Through the Aboriginal Tourism Academy's ATWA program, WAITOC worked closely with Michael to identify practical ways to support both the tour operation and gallery retail business. Together, they focused on strengthening the business foundations needed to support future growth while building Michael's confidence and capacity as a tourism operator.

ATWA funding supported a range of business development initiatives, including new shopfront signage, professionally designed uniforms, logo development, photography, brochure design and the creation of a dedicated website. These investments helped elevate the professional presentation of the business and strengthen its market presence.

Beyond promotional assets, Michael also received mentoring and guidance to develop a strategic marketing plan, establish clear business goals and identify practical actions to increase bookings, improve visitor engagement and grow retail sales within the gallery.

The support was designed not only to improve visibility but to create a clear roadmap for sustainable business growth.

Growing Visibility, Bookings and Industry Connections

Over the past 12 months, the impact of this support has become increasingly evident.

With clearer marketing objectives and stronger promotional tools in place, Michael has seen an increase in tour enquiries, bookings, gallery visitation and school group engagements. The business is reaching more people, while visitors are finding it easier to discover and connect with the unique experiences offered through Katter Kich Gallery and Tours.

Industry engagement has also played an important role in Michael's growth journey.

Through ATWA support, Michael attended the Australian Indigenous Tourism Conference (AITC) in Melbourne, the WA Tourism Conference and Sandtalk in Broome. These events provided valuable opportunities to build industry relationships, connect with tourism stakeholders and strengthen his understanding of emerging opportunities within the visitor economy.

These connections are helping position Katter Kich Gallery and Tours for future partnerships and commercial opportunities, while increasing awareness of the business among tourism operators, wholesalers and industry decision-makers.

For Michael, these outcomes represent more than business growth. They create greater opportunities to share culture, support Aboriginal artists and increase the visibility of Aboriginal-led tourism experiences within the Wheatbelt region.

Creating Impact Beyond Tourism

The impact of Katter Kich Gallery and Tours extends well beyond visitor experiences.

Every tour provides an opportunity for guests to learn about the cultural significance of Katter Kich and Mulka's Cave through Aboriginal perspectives. Every artwork displayed within the gallery helps celebrate and promote Aboriginal creativity. Every school group visit creates a new opportunity for cultural learning and understanding.

By supporting businesses like Michael's, investment generates outcomes across multiple areas, including cultural preservation, education, economic development and community awareness.

The growth of Katter Kich Gallery and Tours demonstrates how targeted business support can help Aboriginal tourism operators strengthen their enterprises while ensuring cultural knowledge remains visible and accessible to future generations.

Looking Ahead

Michael has ambitious plans for the future.

He aims to continue refining and implementing his marketing strategy, expand his industry connections, secure partnerships with inbound tour operators and increase school and corporate bookings. He is also working towards developing a stronger business planning framework, improving financial forecasting and ultimately purchasing a dedicated tour bus to expand the experiences he can offer visitors.

These goals represent the next stage of growth for a business that is already making a meaningful contribution to Aboriginal tourism in the Wheatbelt.

Michael's journey highlights the value of investing in Aboriginal-owned tourism enterprises that combine cultural knowledge, community connection and entrepreneurial ambition. Through practical support, mentoring and strategic investment, Katter Kich Gallery and Tours has strengthened its business foundations, increased visitor engagement and expanded opportunities for cultural storytelling.

The result is more than a growing tourism business. It is a thriving platform for sharing culture, supporting Aboriginal artists and fostering greater understanding of one of Western Australia's most significant cultural landscapes.