Strategic Plan 2008 to 2013 - Tourism Western Australia
Strategic Plan 2008 to 2013 - Tourism Western Australia
Strategic Plan 2008 to 2013 - Tourism Western Australia
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Initiatives <strong>to</strong> be undertaken:<br />
Initiative Description To be undertaken when?<br />
Y1 Y2 Y3 Y4 Y5<br />
By Whom?<br />
Strategy: Consumer Research<br />
1.1 Work with industry and<br />
consumers <strong>to</strong> improve<br />
understanding of what<br />
consumers want, now<br />
and in<strong>to</strong> the future<br />
Gather research intelligence on current<br />
and future trends from both consumers<br />
and industry related <strong>to</strong> key target markets<br />
with a focus on identifying the most critical<br />
determinants of visi<strong>to</strong>r satisfaction.<br />
P<br />
P<br />
Marketing<br />
Strategy: Product Quality<br />
1.2 Engage industry and gain<br />
support for strategic<br />
directions<br />
1.3 Communicate relevant<br />
research intelligence and<br />
insights <strong>to</strong> the <strong>to</strong>urism<br />
industry <strong>to</strong> build capacity<br />
and quality.<br />
1.4 Create innovative <strong>to</strong>ols<br />
allowing industry real time<br />
access <strong>to</strong> relevant information.<br />
1.5 Develop and prioritise<br />
iconic areas for improvement/<br />
development.<br />
1.6 Drive product quality and<br />
service improvements.<br />
1.7 Influence the creation of Perth<br />
as a vibrant city.<br />
Successful case studies will be sourced,<br />
analysed and communicated <strong>to</strong> encourage<br />
innovation and product enhancements by<br />
industry.<br />
Partner with key industry partners<br />
with quality business practices.<br />
Empower the industry by providing ready<br />
access <strong>to</strong> the latest market research and inmarket<br />
intelligence.<br />
Conduct a series of capacity building activities<br />
throughout regional <strong>Western</strong> <strong>Australia</strong>,<br />
in partnership with relevant stakeholders,<br />
including:<br />
• Better Business Blitzes<br />
• Regional Manager activities<br />
• Sec<strong>to</strong>r specific development<br />
To focus on priorities identified by the local<br />
<strong>to</strong>urism industry, and based on research with<br />
current and potential cus<strong>to</strong>mers.<br />
Implement <strong>to</strong>ols that allow industry 24/7 access<br />
<strong>to</strong> relevant information <strong>to</strong> improve business<br />
practices.<br />
Priority sec<strong>to</strong>rs will be determined, research<br />
undertaken and innovation encouraged by<br />
increasing the industry’s understanding of<br />
world’s best practice examples.<br />
Visi<strong>to</strong>r Satisfaction research will be used <strong>to</strong><br />
prioritise locations or <strong>to</strong>urism sec<strong>to</strong>rs.<br />
Comprehensive review of Destination<br />
Development Strategies with research driving<br />
updates.<br />
Regional <strong>Tourism</strong> WA staff will work with<br />
industry <strong>to</strong> improve their businesses and<br />
products offered.<br />
Participate/influence planning for Perth’s<br />
city foreshore, Northbridge Link, Burswood<br />
Peninsula and other projects with potential<br />
<strong>to</strong>urism benefits.<br />
P P P P P IDVS &<br />
Marketing<br />
P P P P P IDVS &<br />
Marketing<br />
P<br />
P<br />
P<br />
P P P<br />
P<br />
P P P P P<br />
IDVS &<br />
Marketing<br />
IDVS &<br />
Marketing<br />
IDVS<br />
P P P P P Board &<br />
IDVS<br />
<br />
TOURISM WESTERN AUSTRALIA | <strong>Strategic</strong> <strong>Plan</strong> <strong>2008</strong> <strong>to</strong> <strong>2013</strong> | Building for the Future