Strategic Plan 2008 to 2013 - Tourism Western Australia

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Initiatives to be undertaken: Initiative Description To be undertaken when? Y1 Y2 Y3 Y4 Y5 By Whom? Strategy: Consumer Research 1.1 Work with industry and consumers to improve understanding of what consumers want, now and into the future Gather research intelligence on current and future trends from both consumers and industry related to key target markets with a focus on identifying the most critical determinants of visitor satisfaction. P P Marketing Strategy: Product Quality 1.2 Engage industry and gain support for strategic directions 1.3 Communicate relevant research intelligence and insights to the tourism industry to build capacity and quality. 1.4 Create innovative tools allowing industry real time access to relevant information. 1.5 Develop and prioritise iconic areas for improvement/ development. 1.6 Drive product quality and service improvements. 1.7 Influence the creation of Perth as a vibrant city. Successful case studies will be sourced, analysed and communicated to encourage innovation and product enhancements by industry. Partner with key industry partners with quality business practices. Empower the industry by providing ready access to the latest market research and inmarket intelligence. Conduct a series of capacity building activities throughout regional Western Australia, in partnership with relevant stakeholders, including: • Better Business Blitzes • Regional Manager activities • Sector specific development To focus on priorities identified by the local tourism industry, and based on research with current and potential customers. Implement tools that allow industry 24/7 access to relevant information to improve business practices. Priority sectors will be determined, research undertaken and innovation encouraged by increasing the industry’s understanding of world’s best practice examples. Visitor Satisfaction research will be used to prioritise locations or tourism sectors. Comprehensive review of Destination Development Strategies with research driving updates. Regional Tourism WA staff will work with industry to improve their businesses and products offered. Participate/influence planning for Perth’s city foreshore, Northbridge Link, Burswood Peninsula and other projects with potential tourism benefits. P P P P P IDVS & Marketing P P P P P IDVS & Marketing P P P P P P P P P P P P IDVS & Marketing IDVS & Marketing IDVS P P P P P Board & IDVS TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
Initiatives to be undertaken continued... Initiative Description To be undertaken when? 1.8 Drive initiatives to address the skills shortage. The industry will be regularly informed about options for accessing staff, solutions to current shortages will be canvassed with the Commonwealth and initiatives to enhance the reputation of the tourism and hospitality sectors will be conducted. Y1 Y2 Y3 Y4 Y5 P P P P P By Whom? Marketing Leverage off Commonwealth Government initiatives in this area. Regular communication with the Commonwealth and distribution of information to the industry will be ongoing. P P P P P IDVS 1.9 Support a truly national tourism accreditation program and its roll out into the industry. Increase the promotion, delivery and benefits of tourism accreditation in WA in association with Tourism Council Western Australia and other TAAL endorsed programs. Work with the Commonwealth to increase geographical coverage of accreditation. P P P P P IDVS & Marketing Strategy: Customer Access & Feedback 1.10 Enable consumers to easily identify and access quality product and experiences. 1.11 Keep pace with consumer technology trends and create a comprehensive and effective WA digital presence for consumers and improve WA share of voice. Ensure marketing activities are aligned to and meet consumer information needs, and focus on the promotion of iconic experiences and quality product. Also see 1.16. Ensure WA is well represented online in key markets through the development and promotion of a comprehensive information base of quality product aligned to iconic holiday experiences and user friendly online functionality across a broad spectrum of tourism sectors and stakeholders, and the effective distribution of that content to increase WA share of voice. Ensure consumer data is shared with and from industry and used to improve decision making. Undertake proactive and targeted online communications direct with prospective visitors in partnership with industry. Allow consumers to push or pull this information based on their needs. P P P P P Marketing P P P P P Marketing Regularly reinvent the WA Tourism Network to enhance the WA tourism database. Leverage relationship with ATDW to maximise electronic distribution of WA product and motivational content. P P P P P IDVS 1.12 Encourage and promote positive word of mouth and referrals post a consumer’s holiday to WA, and facilitate visible and effective feedback mechanisms between consumers. Ensure positive word of mouth and referrals are widely distributed to key markets, and encourage consumers to refer and recommend WA. (refer 1.4). Use positive consumer referrals as examples to others. P P P P P Marketing TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
Page 1 and 2: Tourism Western Australia Strategic
Page 3 and 4: FOREWORD We are pleased to present
Page 5 and 6: STRATEGIC OVERVIEW: Purpose - Why W
Page 7: STRATEGIC OBJECTIVE: Improve the qu
Page 11 and 12: STRATEGIC OBJECTIVE: Secure the fut
Page 13 and 14: Initiatives to be undertaken contin
Page 15 and 16: STRATEGIC OBJECTIVE: Grow visitor e
Page 19 and 20: STRATEGIC OBJECTIVE: Accelerate the
Page 23 and 24: Initiatives to be undertaken: Initi
Page 25 and 26: Initiatives to be undertaken: Initi
Page 27 and 28: TOURISM WESTERN AUSTRALIA | Strateg
Page 29 and 30: CORPORATE ENABLEMENT Tourism WA’s
Page 31 and 32: KEEPING EVERYONE INVOLVED AND INFOR

Strategic Plan 2008 to 2013 - Tourism Western Australia

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