A "perfect storm" of heavy rain and a captive tourist market is placing undue pressure on the environment surrounding a culturally sensitive waterfall in Western Australia's South West.

Although Quinninup Falls near Busselton has been on the tourist map for years, authorities said a proliferation of images on social media had resulted in an "exponential increase" in visits throughout July.

Department of Biodiversity, Conservation and Attractions' park and visitor services coordinator, Ben Tannock, said the waterfall was now referred to as an "Instagram site".

"People go there, take photos and post it on social media," Mr Tannock said.

Although signs leading up to the falls urge visitors to remain on dedicated walking trails, surrounding areas show evidence of makeshift tracks leading to better vantage points.

Mr Tannock said authorities were working with Wadandi custodians to implement rehabilitation of vegetation and to increase signage to prevent further degradation.

Need for cultural awareness

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Wadandi custodian Zachary Webb echoed Mr Tannock's concerns and said now-removed fire pits showed evidence of Noongar inhabitation dating back 17,000 years.

Mr Webb said the area also told the story of kinship between plants and animals in the coastal dunes nearby.

"By all means, take as many pictures of the beautiful country as you like, but just leave your footprints in the sand. Don't take any rocks or interfere with the flora."

Mr Webb said creating an awareness of the cultural importance of the falls and surrounding area through interpretive signage would arm visitors with a sense of appreciation in line the growing tendency toward culturally sensitive tourism.