The WAITOC Board is responsible for setting the strategic direction of the Council. As a governing board, it guides and directs the Council, sets performance goals, ensures corporate compliance and management accountability, endorses strategic plans and approves operating budgets. The Board ensures that WAITOC has the resources necessary to achieve goals and outcomes on behalf of its members.


Sam Lovell

Sam Lovell was born in January 1933 on Calwynyadah Station in the Kimberley. His father was Jack Lovell, part owner of Calwynyadah Station. Sam was taken away to Mulla Bulla Station in 1937 when he was 4 years old. Mulla Bulla Station was an Aboriginal settlement where so called “half caste” kids were taken. Sam does not remember his mother and never saw her again after he was taken away.

Sam has an extensive background in tourism establishing his own tourism business in 1981, called the Kimberley Safaris Tours, prior to that his employment ranged from truck driver, stock hand to fencing yard building contractor.

Until recently Sam was employed by Aboriginal Economic Development (AED), Department of Industry and Resources  as an Aboriginal Tourism Project Officer, he filled that role since 1995. Sam’s role included:

  • Providing on-site advice and practical assistance to Aboriginal clients involved or proposing to be involved in tourism activities
  • Assisting in negotiations and interpretation between Aboriginal people and government departments and tourism operators
  • Identifying training needs for Aboriginal tourism enterprises and negotiating with training agencies for the provision of training
  • Provide on-site training to a number of Aboriginal tourism enterprises
  • Provide on-site training to a number of Aboriginal tourism enterprises
  • Participate in activities marketing Aboriginal tourism ventures

Sam was awarded the Sir David Brand Award in 1988 for his contribution to tourism and was runner up for this award in 1985.

A tourism award, the Sam and Rosita Lovell Tourism Award has also been named after him and was presented annually by the Kimberley Tourism Association.

In 2000 Sam also received a Commonwealth Recognition Award for Senior Australians. To this day Sam continues working in Aboriginal Tourism supporting operators throughout WA.

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