Strategic Plan 2008 to 2013 - Tourism Western Australia

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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
Initiatives to be undertaken: Initiative Description To be undertaken when? Y1 Y2 Y3 Y4 Y5 By Whom? Strategy: Increase industry adoption of sustainable practices 6.1 Develop sector specific strategy for managing the tourism industry’s impact on climate change. Within the State Government Climate Change framework clearly annunciate what the tourism industry can do to mitigate its climate footprint. P P P P P IDVS 6.2 Lead the industry in adopting more environmentally sustainable practices. Collate information on environmentally sustainable design and operation, workshop improved practices with industry, share information about improving practices, reward improved practices creatively. P P P P P IDVS 6.3 Promote green travel behaviour. Understand consumer interest in green practices, emerging environmentally sensitive travel practices and best practice industry/product examples, and communicate these to WA’s visitors directly and through the industry. P P P P IDVS & Marketing 6.4 Enhance and promote nature based tourism in WA. Strategy: Industry Evaluation 6.5 Lead the industry in developing new methods of measuring the social and/or environmental value of tourism and events. 6.6 Measure the social and environmental value of tourism, in addition to the economic value. 6.7 Target specific groups (within industry and external) and communicate triple bottom line message behind tourism activities. In partnership with the Department of Environment and Conservation, improve tourism infrastructure in our national parks and conservation reserves, encourage sustainable tourism in our old growth forests, and foster the long term sustainability of the Ningaloo Reef. Work with the RTOs to promote these partnerships to gain community and consumer recognition. Partner with independent researchers and event holders to implement new research initiatives for major events. Results will enable a better understanding of the wide ranging social benefits produced by events. Partner with independent researchers to measure triple bottom line contribution of tourism overall. Communicate results to industry and Government, work with the industry to demonstrate more widely the value that tourism delivers for Western Australia. P P P P P IDVS & Marketing P P P P P EventsCorp P P P P P Marketing All Divisions 6.8 Measure recognition of triple bottom-line with key stakeholders. Measure, analyse and adjust strategies according to results. P P P P P Marketing Industry Partnerships 6.9 Create industry partnerships to achieve the above objectives. P P P P P 6.10 Promote and publicise successful partnerships between Tourism WA and tourism operators and government agencies. Provide successful case studies as examples. P P P P All Divisions All Divisions TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 25
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Strategic Plan 2008 to 2013 - Tourism Western Australia

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