Strategic Plan 2008 to 2013 - Tourism Western Australia

STRATEGIC OBJECTIVE: Build recognition that tourism and
events enhance the unique Western Australian lifestyle and
support the natural environment.
Focus:
Communicating a well developed message
regarding the value of tourism both socially and
environmentally for Western Australia.
What must we do to get there?
Strategies to be employed include:
Outcome: Key stakeholder recognition that tourism and
events is good for communities and can help
preserve the environment.
Where are we now?
The Western Australian tourism industry has gained
recognition as a ‘post boom’ sustainable industry over recent
years. However, the value of tourism is largely perceived as
economic, in that it generates jobs and provides small business
opportunities. However, its role in enhancing the lifestyle of
Western Australians is less understood. Historically this has
been highlighted when major tourism development projects
have met with community push-back.
Where do we want to be?
During the life of this plan, the Western Australian
tourism industry will become recognised as a well planned/
managed industry which is sensitive to community views and
environmental concerns. We will find an increased recognition
of our strong partnerships and alignment with other key tourism
related agencies and operators.
Tourism WA will communicate the benefit of tourism and events
in terms of lifestyle and the environment, as well as economic
benefits. Within the life of this plan we intend to double the
size of the regional events program as a direct result of strong
community support.
Increase Industry Adoption of Sustainable Practices –
We will work in collaboration with our stakeholders to ensure
that the sustainable and significant contribution of tourism is
recognised. This will result in broad based community support
and Tourism WA becoming an integral part of Government
planning and decision making. Significantly more tourism
businesses will have eco accreditation.
Industry Evaluation – we will partner with independent
researchers to increase our evaluation and understanding
of the wide ranging social benefits delivered by tourism and
events. This information will be shared with the industry
and form the basis of a corporate message to be used in
communicating with our stakeholders.
Industry Partnerships – Strong partnerships will be put in
place with other agencies which have a sustainability focus.
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
Target
We will broaden our focus to the wider industry of
environmentally sustainable business practices and will engage
with relevant local and State government agencies. WA tourism
operators will lead the country in working towards carbon
neutrality and minimising use of non-renewable resources and
our stakeholders will recognise that tourism around natural
attractions enables their protection/preservation.
As a result regional communities will view tourism and events
as injecting life into their towns and helping them to be
sustainable.
An additional factor in communities understanding the
real value of tourism and tourism industry projects is that
communities naturally become more friendly and welcoming
to tourists – retaining our positioning as a welcoming and
friendly destination.
Broader business community
assessment of the value of
tourism.
No benchmark for first
year - estimate:
• 50% of the broader
business community agree
that tourism enhances the
unique WA Lifestyle.
• 50% of the broader
business community agree
that tourism supports the
natural environment.
24 TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future