ADAMS Pinnacle Tours - Perth Day Tours, Adams Group Charter
In 1980 Pinnacle Tours were awarded the Sir David Brand Award for Tourism. Since then the company has continued to grow and has pioneered tours to such unique natural attractions as the Pinnacles Desert, Wave Rock, Margaret River, Albany, the Karri Forests, the Tree Top Walk, Kalbarri National Park, Monkey Mia and Shark Bay, Ningaloo Reef, Coral Bay, Mount Augustus, Karijini National Park, Broome and the Kimberley. At the time few saw the need, nor imagined a market for tours to unique natural attractions, such a long way from Perth.
In 1984 the company continued expanding with the opening of Perths first independent retail “Sightseeing Centre” , Pinnacle Travel Centre in Hay Street Perth. In 1988 a competitor Pathfinder Tours were purchased and then again in 1996 another competitor Australian Pacific Day Tours Perth was purchased giving us the two premium brands in the WA market.
2003 saw the creation of our own domestic wholesale company - Australian Pinnacle Holidays. After just 18 months of operation Australian Pinnacle Holidays is fast becoming one of Western Australias leading wholesale brands.
In January 2008 the Pinnacle Group of Companies was purchased by Trek America (a division of TUI Travel). Regarded as one of the largest Tourism and Leisure businesses in the world TUI Travel saw this acquisition as key component of their expansion into the Australian Tourism Industry.
Today the entire company employs some 90 staff, has offices in Perth, Broome and Jandakot, operates 12 luxury 5 star touring coaches, 8 luxury MAN 4WD coaches, offers more than 60 different tour itineraries throughout the state carries in excess of 60,000 passengers PA and has an annual turnover in excess of $12 million PA.