Strategic Plan 2008 to 2013 - Tourism Western Australia

Initiatives to be undertaken continued...
Initiative Description To be undertaken when?
2.11 Work in conjunction with
the regional tourism
organisations to market
targeted regional areas
with capacity to Western
Australians, to drive intrastate
demand and dispersal.
Target market segments with a high propensity
for dispersal i.e. A desire to travel beyond
major gateways to regional destinations
within the State and encourage dispersal via
marketing activities.
Ensure that the regions are consulted, aware
of and understand Tourism WA’s marketing
strategies and can leverage agreed marketing
opportunities.
Y1 Y2 Y3 Y4 Y5
By Whom?
P P P P P Marketing
2.12 Improve access to regional
tourism hubs.
2.13 Drive visitation to key regional
destinations particularly
during shoulder seasons by
undertaking targeted
partnered campaigns,
targeting high yield segments.
In conjunction with the Department for
Planning and Infrastructure develop a long
term access plan for major hubs. Clarify
infrastructure requirements and responsibilities.
Source private sector commitments where
required.
Work with influential distribution partners,
including airlines, tour operators and Tourism
Australia, on targeted collaborative advertising
to attract high yield visitors in times of available
capacity throughout key regional destinations
with a focus on iconic experiences and quality.
P P P P P IDVS &
Marketing
P P P P P Marketing
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 13