This paper applies strategic planning principles to national planning of wildlife tourism in Australia. Strategic planning typically begins with the identification and organisation of stakeholders, who then develop the mission and necessary resources, generate and implement plans, and monitor and evaluate results. However, the literature of strategic planning has previously been applied primarily to established organisations rather than to an industry sector that is not formally organised. In this paper, the role of Wildlife Tourism Australia Inc. and other organisations in beginning the organisation and mission development stages of strategic planning for Australian wildlife tourism is discussed. A proposed mission for wildlife tourism is to achieve triple bottom line sustainability and maximise benefits for wildlife, visitors, host communities and tourism businesses. The key problems that limit such benefits, as well as potential solutions, have already been researched and are summarised here. This paper thus indicates some progress in this 'initial start up' phase of strategic planning. With enhanced resourcing and further building of partnerships with other key stakeholders, Wildlife Tourism Australia is well placed to play an important role in further development of this strategic approach. This paper contributes to understanding how strategic planning begins and develops in a new tourism sector. 頲008 Taylor & Francis.