Strategic Plan 2008 to 2013 - Tourism Western Australia

STRATEGIC OBJECTIVE: Accelerate the development
of Aboriginal tourism
Focus:
Outcome:
Developing commercially viable and sustainable
Aboriginal tourism products and experiences.
Aboriginal tourism is recognised and marketed
as one of WA’s six iconic tourism experiences.
Where are we now?
Access to authentic Aboriginal tourism is recognised as a
unique point of difference for the future of Western Australian
tourism and is currently in its early stage. Realising the
potential of Aboriginal tourism will be an important strategic
direction for Tourism WA.
Key issues and constraints facing the Aboriginal tourism
sector generally relate to low consumer awareness, capacity
limitations, stakeholder engagement and the need for ongoing
growth and development. Most Aboriginal businesses are
micro-enterprises and many owners lack product development,
marketing skills and access to adequate financing.
When the term ‘authentic’ is used, Tourism WA is referring
directly to those tourism businesses that provide an Aboriginal
experience and are Aboriginal owned and/or operated.
Where do we want to be?
Over the next five years Tourism WA will work to position the
State as a better performer/provider (in Aboriginal tourism
experiences) compared to other destinations. Tourism WA
will take a proactive leadership role in the development of
this sector rather than being a facilitator only as it is seen as a
unique point of difference for this State.
Consumers will become well informed and desire our
Aboriginal experiences as a result of this focus.
What must we do to get there?
Strategies to be employed include:
Product Development - Initially we will focus on learning
from others and working to integrate Aboriginal products
and experiences. Emphasis on the establishment of one or
two development clusters will occur so that success can be
modelled from experience in other parts of the State.
A major Aboriginal event will be developed that will become
a major showcase of Western Australia’s unique and diverse
Aboriginal culture and heritage.
18 TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future