Strategic Plan 2008 to 2013 - Tourism Western Australia

STRATEGIC OBJECTIVE: Secure the future of regional tourism
Focus:
Outcome:
Ensuring “affordable” holiday options exist in
great locations in WA for Western Australians.
Attracting more high yield type products to WA.
Both affordable and high yield regional tourism
options are developed and deliver increased
dispersal.
Where are we now?
WA faces ever increasing competition for both the traditional
and emerging markets as all countries recognise the economic
potential of tourism and continue to raise their standards.
The challenge to encourage Western Australians to holiday
at home cannot be underestimated, as even with all the
world’s problems in recent years, they have continued to travel
overseas in record numbers.
Where do we want to be?
This objective highlights the need for Tourism WA to actively
intervene in two areas of market failure around product
development in order to ensure that in 5 years:
• WA has new and innovative low cost accommodation
options for locals in great locations.
• Affordable nature-based products are accessible to locals.
• Quality accommodation is developed in hubs.
• High yield luxury accommodation in exclusive locations is
developed.
• Global luxury brands are moving/developing in WA and
bringing their customers with them.
• More direct regional accessibility.
• Great events that attract visitation and encourage dispersal
throughout the State.
• Western Australians demonstrating a strong desire and
intention to holiday locally in regional areas.
• High yield visitors actively disperse throughout the State.
What must we do to get there?
Strategies to be employed include:
Developing Sustainable Destinations – We will liaise closely
with tourism operators, developers, State and local government
agencies and regional tourism organisations to enhance the
State’s tourism assets. This involves continued implementation
of the Destination Development Strategies, developed for
the five regions within Western Australia, with an increasing
emphasis on environmentally sensitive management of projects.
Enhancing Regional Products and Experiences -
Within Western Australia, Tourism WA will partner with key
stakeholders to implement strategies that address gaps in
access, accommodation, activities and amenities which are
holding back the potential of identified iconic experiences
in their localities, and to protect iconic tourism experiences/
activities under threat. (see Product Quality strategy also).
Delivering Value for Money for Target Markets –
We intend to work with the tourism industry to position the
State as providing value for money for its visitors regardless of
their price point; both for Western Australians travelling locally
seeking affordability, and for high yield markets.
Dispersal – Spreading the Demand - In order to achieve
greater dispersal across the State, sufficient demand to regional
areas from both ‘affordable’ and ‘high yield’ segments will be
achieved, in conjunction with regional tourism organisations
and industry. Aviation access will be improved so that Perth is
no longer the only gateway. There will be a strong focus by
Tourism WA on developing easily accessible tourism products
supported by quality visitor information in regional hubs
eg. Margaret River, Broome, Exmouth etc.
This will result in greater regional visitation, increased revenue,
and higher levels of investment and reinvestment. Partnerships
with regional tourism organisations, tourism operators,
local governments, visitor centres, regional development
commissions, and other government agencies will be vital to
achieving this objective.
How will we measure success against this
objective?
In addition to strategically managing agency activities to ensure
delivery on initiatives outlined in this plan, the following key
performance indicators will be used to assess achievement.
Key Performance Indicators
(to be confirmed through the State Budget Process for 2008-09)
KPI Measure
Number of targeted sites
released in regional WA.
Local planning tourism
strategies completed.
Increase in visitor dispersal
to regions where occupancy
levels require it.
Target
5 per year.
Year 1 - 5 targeted local
planning tourism
strategies completed.
There has been an increase
in visitation (or spend)
in targeted lower
occupancy regions/
destinations. (Intrastate
and others)
* Note: Once a baseline is established in year 1, 5 year targets will be set.
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 11