Strategic Plan 2008 to 2013 - Tourism Western Australia

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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
CORPORATE ENABLEMENT Tourism WA’s capability to deliver on this Strategic Plan comes directly from its employees and internal business processes and our relationships with stakeholders. Our ability to establish a sustainable competitive advantage will come from continuously developing existing and creating new resources and capabilities in response to rapidly changing market conditions. TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 29
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 and 20: STRATEGIC OBJECTIVE: Accelerate the
Page 23 and 24: Initiatives to be undertaken: Initi
Page 25 and 26: Initiatives to be undertaken: Initi
Page 27: TOURISM WESTERN AUSTRALIA | Strateg
Page 31 and 32: KEEPING EVERYONE INVOLVED AND INFOR

Strategic Plan 2008 to 2013 - Tourism Western Australia

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