Strategic Plan 2008 to 2013 - Tourism Western Australia

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