Western Australia's premier coach and charter operator, The ADAMS Group, recently announced at the Australian Tourism Exchange (ATE), held in Cairns, its new associate membership of WAITOC (Western Australia’s peak Aboriginal Tourism Operator Council).The new brochure for the FIT component of ADAMS, Pinnacle Tours emulates the connection of the Noongar people and the iconic destinations throughout Western Australia.

Peter Farmer, family to the great Graeme (Polly) Farmer presented ADAMS Pinnacle Tours with an exclusive painting for their front cover that embraces the state of Western Australia. "Moorditj Boodja" Peter says," meaning a Beautiful Country encapsulates his artwork for Pinnacle Tours, with its native animals representing the essence and connection of the Aboriginal people to the iconic destinations that ADAMS Pinnacle Tours carries thousands of tourists to every year. ADAMS Pinnacle Tours is working with WAITOC members, Josh Whiteland of Koomal Dreaming in the South West, Darren ‘Capes’ Capewell of Wula Guda Nyinda in the Coral Coast, Greg Nannup in Perth at Kings Park and the Darngku People in North West, not to mention the extraordinary destinations ADAMS Pinnacle Tours visit all over Western Australia in all five regions that hold immense Aboriginal meaning including Wave Rock, The Kimberley, Pinnacles and Monkey Mia.

Chad Dsouza, General Manager of Tourism for The ADAMS group says, "Our new brand and logo has great Aboriginal significance. The ‘boomerang’, a symbol that represents our West Australian/Australian ownership and our connection to its people…Plus once you experience the ADAMS way, you will always come back for more!"

ADAMS Pinnacle Tours will be launching its new brochure and products this May at ATE 2014 and is excited to be working with WAITOC members who will offer our guests the opportunity to immerse themselves in the extensive Aboriginal culture that Western Australia has to offer and deliver an extraordinary experience across all of Western Australia’s five regions along with new uniforms elements, livery and collateral to showcase visually the importance of ADAMS Pinnacle Tours partnership with WAITOC and its members.

Simon Haigh CEO of WAITOC says, "As WAITOC ramps up Aboriginal tourism product development across Western Australia, we are delighted to welcome ADAMS as our latest Associate member and look forward to working together to offer unique, diverse Aboriginal products across WA to national and international tourists".

For more information on The ADAMS Group refer to our websites or contact Chad D’Souza, General Manager Tourism ADAMS Group by phone (08) 6270 6000 or email chad.dsouza@goadams.com.au

For more information on WAITOC visit www.waitoc.com, email info@waitoc.com or contact Simon Haigh, CEO of WAITOC on 0419 921 946.