Strategic Plan 2008 to 2013 - Tourism Western Australia

Initiatives to be undertaken:
Initiative Description To be undertaken when?
Strategy: Product Development
4.1 Undertake market research to
identify key target segment
in our prioritised markets and
clarify product and experience
expectations of these segments.
4.2 Assess current offerings
and competitor offerings
against consumer needs
(current and future) to
establish direction for
future product development
and marketing activities.
4.3 Develop partnerships with
resource sector and traditional
tourism stakeholders to develop
Aboriginal tourism.
4.4 Facilitate the development
of high quality, unique and
innovative Aboriginal tourism
product.
Incorporate research questions in Annual
Visitor Satisfaction Research about
availability and performance of Aboriginal
tourism product.
Conduct consumer research to determine
current perceptions, as well as desirable
experiences, and review existing iconic tourism
experiences and synergies with Aboriginal
product/experiences.
Assist WAITOC to produce Aboriginal tourism
in WA publications, analysing existing
businesses. Undertake desktop research and
communicate findings. Analyse best practice
in interpretive centres and interpretation
generally, and distribute findings.
Source details on relevant partnership
opportunities and communicate these
opportunities to interested resource and
tourism stakeholders.
Use research findings to encourage the
development of clusters of appropriate
businesses to deliver a critical mass of
Aboriginal projects in targeted locations.
Develop community tourism plans with high
potential development clusters.
4.5 Develop micro-business. Proactively work with project proponents, one
on one, to bring projects to fruition. Focus will
initially be on targeted high potential areas or
clusters.
4.6 Build a unique Western
Australian Aboriginal event.
4.7 Incorporate Aboriginal elements
in events funded by EventsCorp
4.8 Improve access to finance for
Aboriginal tourism projects
Undertake research, stakeholder consultation
and extensive project planning to develop a
unique Aboriginal event.
Deliver a world class Aboriginal event.
Work with event holders to introduce
appropriate, high quality Aboriginal activities
into events.
Increase the Regional Events Scheme pool to
target additional Aboriginal events.
Provide financial infrastructure support for
targeted Aboriginal tourism projects.
Introduce Aboriginal proponents to
mainstream tourism product suppliers.
Encourage partnerships between Aboriginal
and non-Aboriginal operators. Improve capacity
of targeted Aboriginal proponents to seek
finance and/or equity.
Y1 Y2 Y3 Y4 Y5
P P P P P
P P
P P P P P
P P P P P
P P P P P
P P P P P
P P
P
By Whom?
Marketing
Marketing
IDVS
IDVS
IDVS
IDVS
EventsCorp
P P P P
EventsCorp
P P P P P EventsCorp
P P P P P
IDVS
20
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future