Strategic Plan 2008 to 2013 - Tourism Western Australia

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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
Initiatives to be undertaken continued... Initiative Description To be undertaken when? 4.9 Develop partnerships with key Aboriginal organisations. Work with WAITOC, Indigenous Business Australia, Tourism Australia and Aboriginal Tourism Australia to improve Aboriginal tourism. Y1 Y2 Y3 Y4 Y5 P P P P P By Whom? IDVS Strategy: Product Delivery and Employment Pathways 4.10 Build capacity and skills development of Aboriginal tourism personnel and suppliers. 4.11 Work with industry to actively involve (employ). Aboriginal people in service delivery. Strategy: Product Marketing 4.12 Develop marketing messages around Aboriginal product, aligned with WA brand positioning. 4.13 Market Aboriginal experiences to appropriate market segments, matched with product capacity and quality to maximise yield and visitor satisfaction. Mentor existing Aboriginal businesses. Continue Indigenous Better Business Blitzes. Extend the Indigenous Cadetship program. Continue the Indigenous Traineeship program. Ensure marketing messages are aligned with consumer needs and contribute to the strength of the agreed WA brand positioning. Aboriginal tourism to feature prominently in trade marketing. Work on first building awareness and desire, then visitation, according to market readiness and product availability. Apply the Conversion Model to ensure appropriate marketing activities are implemented according to the focus required in each target market. Create partnerships with key stakeholders to ensure alignment of messages and to maximise share of voice. Track consumer responsiveness to product over time and increase the relative strength of overall marketing messages as consumer desire, satisfaction and capacity increases. 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 IDVS IDVS IDVS IDVS Marketing Marketing P P P P Marketing TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 21
Page 1 and 2: Tourism Western Australia Strategic
Page 3 and 4: FOREWORD We are pleased to present
Page 5 and 6: STRATEGIC OVERVIEW: Purpose - Why W
Page 7 and 8: STRATEGIC OBJECTIVE: Improve the qu
Page 9 and 10: Initiatives to be undertaken contin
Page 11 and 12: STRATEGIC OBJECTIVE: Secure the fut
Page 15 and 16: STRATEGIC OBJECTIVE: Grow visitor e
Page 19: STRATEGIC OBJECTIVE: Accelerate the
Page 23 and 24: Initiatives to be undertaken: Initi
Page 25 and 26: Initiatives to be undertaken: Initi
Page 27 and 28: TOURISM WESTERN AUSTRALIA | Strateg
Page 29 and 30: CORPORATE ENABLEMENT Tourism WA’s
Page 31 and 32: KEEPING EVERYONE INVOLVED AND INFOR

Strategic Plan 2008 to 2013 - Tourism Western Australia

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