Strategic Plan 2008 to 2013 - Tourism Western Australia

REACHING OUR GOALS TOGETHER
The objectives will be achieved via the skills and enthusiasm of
the Tourism Western Australia team. Our staff will share ideas,
and work together on initiatives to ensure the tourism industry
is included in all communication and activities. Together we can
develop, promote and protect Western Australia’s iconic tourism
experiences.
Our values
At Tourism WA our decisions and actions will continue to be
guided by the following corporate values:
Open Communication
We communicate in an open, honest and straightforward
manner, while recognising the confidentiality, privacy and/or
commercial sensitivity which is sometimes involved in releasing
information.
Performance Orientation
We work with economy and a sense of purpose to respond
to the needs and expectations of our customers, stakeholders
and the broader community.
Positive Contribution
We share ideas and information and are willing to change and
grow to improve the future. We contribute as individuals and
as part of a team.
Learning and Innovation
We support an environment where empowered employees
find creative solutions and balance risk.
Integrity and Courtesy
We take responsibility for our actions and manage information
and property with care. We treat others ethically and with
respect.
Respecting Individuality
We recognise the needs of individuals, including balancing
work and family matters, and we encourage diversity.
Recognised Valued Behaviour
We encourage, recognise and reward valued behaviour in
individuals and teams.
Our Structure
The Destination Marketing Division will focus on accelerating
the growth in the economic value of tourism throughout
Western Australia.
Its key functions are to:
• Develop and implement marketing and communication
strategies to build awareness, desire and visitation to
Western Australia to increase yield and dispersal.
• Work in partnership with industry and key stakeholders,
including Tourism Australia and the regional tourism
organisations to maximise marketing effectiveness.
• Expand air services and overall air capacity into and
throughout Western Australia from identified markets.
• Provide meaningful and actionable research and
consumer insights to guide strategies and actions of the
Western Australian tourism industry.
The Industry Development and Visitor Servicing Division
ensures that appropriate product is in place for visitors
to enjoy, and that information services enhance the
experience.
Its key functions are to:
• Ensure the environment is right to attract capital
investment and re-investment.
• Facilitate the development of new tourism products and
enhance existing ones.
• Apply technology-led solutions to product and
information distribution.
• Provide support for the delivery of quality visitor
information and services.
EventsCorp makes a significant contribution to the State
through event and business tourism. Its key functions
are to:
• Identify and attract appropriate events to Western
Australia.
• Support and develop events from idea generation to
implementation, and where appropriate, manage and
grow events, particularly in regional areas.
• Leverage tourism, business and media opportunities
through events.
• Maximise business tourism.
The Corporate and Business Services Division provides support
to the Board and the organisation.
Its key functions are to:
• Provide services in accounting, finance, contracts,
human resources, information systems, information
management, risk management, asset management, and
internal audit.
• Ensure compliance with legislative and government
policy requirements and recognised accounting and
management standards.
Each division has a critical role in ensuring the successful
delivery of our Strategic Plan. By working closely and
encouraging cross-divisional integration, Tourism WA
will have the skills and resources to achieve its objectives.
Industry involvement is fundamental to realising our potential.
28 TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future