While most grey nomads are aware that the use of highly addictive drugs like ‘ice’ is creating massive social problems in many rural communities in Australia.
However, it is coming to something when one of the most desirable destinations in the country chooses not to focus on its incredible natural beauty as a way to lure in more tourists … but the fact that it wants to be methamphetamine-free!
When caravanners and motorhomers think of Exmouth in Western Australia’s north-west, they tend to think of the world-heritage-listed Ningaloo Reef, of the beautiful turquoise waters of the Indian Ocean, and of dolphins, whale sharks and turtles.
However, the head of the council, Shire commissioner Ian Fletcher, wants instead to focus attention on its drug problem and its attempts to combat it.
“We have nuclear-free zones, we have frack-free zones, I haven’t seen any local government that’s made a declaration that they are going to aspire to become a ‘meth-free zone’,” he said. “We are the first shire in Australia to do it.”
Commissioner Fletcher told the ABC that the campaign, which could include advertisements and street signs, was an attempt to not ‘bury heads in the sand’.
“We have a serious methamphetamine problem in this town,” he told the national broadcaster. “$100,000 a month is being spent on methamphetamine in this community … that’s $1.2 million a year for population of 2,700.”
He said the fact that a house in the shire had been burnt down by a drug dealer was just only one appalling example of the problem.
While any efforts to fight a drug problem is to be commended, there are plenty of experts who feel drawing potential visitors’ attention to the issue is a disastrous tourism strategy.
Tourism marketing experts, like Sara Dolnicar from the University of Queensland, told the ABC that the council was risking long-term reputational damage.
“They’re directing people’s attention to a problem they didn’t even know about,” Professor Dolnicar said. “Tourists who know nothing about Exmouth might think ‘Gee, what’s going on there if they’re aspiring to be meth free?”
She said that people don’t come to a place to see an absence of something, they come to see something special … like the reef.
However, Exmouth’s CEO Cameron Woods was unapologetic and believed his town should be proud of itself for taking a public stand.
“If there is a sign as you drive into our town that says ‘Methamphetamine Free’ I think it sends a message,” Mr Woods told the ABC. “If you as a tourist can say that you’re going somewhere that has an aspiration to create a safe community I think that’s actually a selling point.”
There a many towns and communities in Australia that have reputations of being a “druggies” town – The reputation doesn’t stop us going to or through these areas – It certainly makes us more aware of our surroundings and ensures we lock every thing up.
If the people of Exmouth are being proactive in dealing with a problem of ice, more power to them. Facing problem head on may be just the methodology that gets results.
Exmouth is in our opinion is Dying. We have been there this year for 3 months. we have seen first hand since 2012 the downturn. Apart from the down turn in the mining industry, the local small sole trader is gone.
The locals aren’t to blame in its entirety. The volume of Back Packers both working on the local boats, and those that visit for a few days to a week don’t help the situation.
We have never seen one local police operation doing random road side drug testing ever.Iin our seven visits to Exmouth in the past years.
They sit in there cars with a speed camera for one hour, and are gone. The AFP drive around in their cars doing what all day as well,one may ask. A waste of tax payers money.
We know of one person who drove to the canons outside of town last year and did the unthinkable. Two more locals did a copy cat of the unthinkable there after.
We will not be returning.