Strategic Plan 2008 to 2013 - Tourism Western Australia

STRATEGIC OBJECTIVE: Accelerate the
development of Aboriginal tourism continued...
Additionally, all Tourism WA staff and relevant personnel
across the tourism industry in WA will be actively involved
in cross-cultural training and an increased integration of
Aboriginal culture in existing places, signage, stories,
products and experiences will be championed.
Product Delivery and Employment Pathways – We will
work with the tourism industry and seek partnerships with
related industries over the next five years to ensure that
the capacity and skills development of Aboriginal tourism
personnel and suppliers is enhanced. Employment pathways
and opportunities will be sought.
Product Marketing – Western Australia will commence
the marketing of our Aboriginal experiences to key market
segments. Aboriginal products will be more prominent in
wholesaler programs, in relevant markets and we will build a
strong presence for WA Aboriginal tourism at the Australian
Tourism Exchange.
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
Growth in number of
export ready Aboriginal
tourism products in WA.
Target
20% growth in export
ready products per year
(as per the Tourism Australia
Product Manual).
5 year target – WA product
doubled (based on 2008/09
figures).
Number of visitors
partaking in an
Aboriginal experience.
Achieve 350,000 visitors in
5 years.
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 19