Strategic Plan 2008 to 2013 - Tourism Western Australia

FOREWORD
We are pleased to present the Strategic Plan for Tourism
Western Australia in accordance with the Western Australian
Tourism Commission Act.
This Strategic Plan – Building for the Future, presents direction
for Tourism WA and the Western Australian tourism industry
to the year 2013. It is a major step forward, based on the way
the world is today and how we currently fit within it, I firmly
believe it outlines the strategies that need to be pursued for
success.
Over the life of this plan, the world and Western Australia can
expect to see accelerating change. There will be intensified
pressures from climate change, rapid evolution in consumer
attitudes and expectations and further changes to security and
biosecurity.
Whilst the purpose of this plan is to guide our forward action,
it is useful to look back and understand what has changed in
the past five years to get the State’s tourism industry to where
it is today.
Competition for labour has grown significantly. The
unemployment rate in WA five years ago was 5.6% (in June
2002) and is now 3.3% (as of June 2007). (Source: ABS
Western Australian Statistical Indicators).
In 2005 and 2006 Perth experienced the fastest demand
growth in accommodation for 18 years. This has driven hotel
occupancies to record highs.
Construction costs have jumped 12% to 15% in the past two
years making feasibilities for new developments difficult, hence
the need to focus on conversions of existing developments.
Western Australia must become known for its unique quality
products and services. For this reason renewed emphasis is
being placed on quality product and investment attraction.
A new objective to differentiate our State’s product from
competitors will see us focussed on developing commercially
viable and sustainable Aboriginal tourism products and
experiences.
Increasing awareness of the impact of people and tourism on
the environment has been growing rapidly and it is clear this
will continue. The tourism industry in WA needs to respond
proactively to this trend and, together with the State’s isolation
from our core markets, presents us with unique challenges.
To ensure we have a labour force into the future the industry
needs to become competitive in terms of pay and conditions
for employees. Collectively these three issues result in us
continuing to market Western Australia in a competitive
environment, however growth in market share is not sought
over profitability of the industry.
The Tourism Western Australia Board and the Executive
Management Team endorse this Strategic Plan for Tourism
Western Australia.
Australian Bureau of Statistics data suggests that Perth is
experiencing impressive hotel yield growth – approximately
20% in 2006, 19.5% in the first quarter of 2007 and double
digit growth forecast for the next two to three years.
Kate Lamont - Chairman
Tourism Western Australia
Richard Muirhead - CEO
Tourism Western Australia
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future