Strategic Plan 2008 to 2013 - Tourism Western Australia

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STRATEGIC OVERVIEW Purpose – Why We Exist We develop, promote and protect Western Australia’s iconic tourism experiences. This will lead to the increased competitiveness, viability and profitability of the WA tourism industry. Tourism WA ensures that the State’s tourism industry activities are planned and managed to meet community requirements now and into the future. Tourism WA Purpose To develop, promote and protect Western Australia’s iconic tourism experiences. Improve the quality of visitor experiences Secure the future of regional tourism Grow visitor expenditure faster than visitor nights (numbers) Accelerate the development of Aboriginal tourism Influence major infrastructure priorities and attract private investment Build recognition that tourism and events enhances the unique WA lifestyle and supports the natural environment Governance & Public Sector Improvement Better Services Regional Development Lifestyle & the Environment Jobs & Economic Development TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
STRATEGIC OVERVIEW: Purpose – Why We Exist continued... As strategic planning is an iterative process with the purpose of mapping a clear path between a present condition and a vision for the future, it was deemed appropriate that Tourism WA revisit its Strategic Directions. Considerable effort has been directed in 2007 to reviewing accomplishments to date along with changes to our operating environment and gaining feedback from industry and key stakeholders. Through this feedback and learning loop, several strategic issues were identified. These being: • Visitor satisfaction • Quality standards • Better coordinated investment attraction • Consumer advocacy • Market segmentation • Profit and yield (focus on growing profit not volume) • Environmentally and socially responsible tourism • Value of Tourism messages to be broadened beyond the traditional impact on jobs and the economy • Climate change • Staffing • Opportunity to develop Indigenous tourism These strategic issues were then further explored and have resulted in a redefining of the agency’s purpose statement and a new set of challenging Strategic Objectives based on a need for change to ensure that we help build a strong future for the tourism industry. The resulting 6 strategic objectives will therefore guide all our activities over the life of this plan: • Improve the quality of visitor experiences • Secure the future of regional tourism • Grow visitor expenditure faster than visitor nights (numbers) • Accelerate the development of Aboriginal tourism • Influence major infrastructure priorities and attract private investment • Build recognition that tourism and events enhances the unique Western Australian lifestyle and supports the natural environment It is important to note that neither of the objectives nor any individual targets stand alone: they are all part of an integrated approach. TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
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Strategic Plan 2008 to 2013 - Tourism Western Australia

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