Strategic Plan 2008 to 2013 - Tourism Western Australia

KEEPING EVERYONE INVOLVED AND INFORMED continued...
Three committees are recommended to assist it in the delivery
of Tourism WA’s objectives and one committee to assist in its
financial management and conformance activities.
Marketing Committee:
The role of the Marketing Committee is to provide high
level/long term strategic advice on Tourism WA’s marketing
(promotion, product, price and distribution).
Specifically the Committee takes carriage of:
• Market prioritisation and consideration of specific
needs of these markets, including market entry and
evolution strategies
• Act as a sounding board for Tourism WA marketing staff
• Other strategic long-term marketing projects
eg.; digital strategies, consumer trends.
The Marketing Committee is a vital input on the Quality
Committee agenda and vice versa. This is essential to create
a consistent approach and ensure that WA can deliver on the
promise and meet consumer needs.
Aboriginal Tourism Committee:
The purpose of the Aboriginal Tourism Committee is to
provide advice and input that will assist in the achievement
of the strategic objective – accelerate the development of
Aboriginal tourism.
Specifically the Committee takes carriage of:
• Acting as advocates of Aboriginal tourism and of the
Board endorsed Aboriginal tourism strategy: Listening,
Learning Looking.
• Actively engaging others across the three tiers of
government and the private sector.
• Providing access/open doors to financial resources.
• Influencing role in support of business case for
further funds.
• Providing input and advice into Aboriginal events.
• To broaden the knowledge base of Tourism WA about
issues affecting the development of quality Aboriginal
tourism experiences and related products
and infrastructure.
It will be critical that the Aboriginal Tourism Committee
actively pursues increased commitment from the public and
private sector in order to achieve the strategic objective.
Quality Committee:
The Quality Committee will provide industry input and advice
to the Tourism WA Board about the strategies, policies and
initiatives that will drive improved visitor experiences, improved
service and enhanced public and private infrastructure and
product to enhance visitor satisfaction.
Specifically the Committee takes carriage of:
• Strategies to address skills shortages/development
and retention issues.
• Strategies to attract new investment and future
experiences.
• Actively engaging and influencing others in regards to
tourism infrastructure needs.
• Strategies to improve existing products and experiences.
• Ensure strategies meet current and future consumer
needs and reinforce WA’s brand position and key
marketing messages.
Audit and Finance Committee:
The Audit and Finance Committee’s purpose is to provide
additional assurance regarding the quality and reliability
of financial information.
The committee reviews financial performance and provides
advice to the Board on areas of concern.
Specifically the Committee takes carriage of:
• The systems and controls over financial reporting which
management has established.
• The integrity and transparency of financial statements.
• Compliance with legal and regulatory requirements.
• Policies related to risk assessment and risk management.
• The independent auditors’ qualifications and
performance.
• Financial strategy and policies, capital structure and
capital expenditure.
Business Risk
Established procedures at Board and management level are
designed to maintain Tourism WA’s operational viability and
to safeguard assets and interests and ensure the integrity of
its reporting.
These include accounting, financial reporting and internal
control procedures and limits, which are subject to internal
and external audit review. An internal audit plan is
implemented each year and internal audits are performed
in accordance with this plan.
A risk management framework, with assessment tools, was
developed and endorsed by the Board. Risk Action Plans are
written and actioned for the agency’s major risk areas.
Ethical Standards
Tourism WA’s Board acknowledges the need for the highest
standard of corporate governance practices and ethical
conduct by all members, employees and contractors.
The Board has adopted its own code of conduct in line with its
commitment and the Code of Conduct for Tourism WA, which
is based on the broader Western Australian Public Sector’s
Code of Ethics.
TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future 31