Tourism WA Chairman Kate Lamont and CEO Stephanie Buckland have been hosting industry forums in Perth and regional WA to outline the agency's key initiatives for 2011-2012. The Goal for Tourism WA is to double the overnight and daytrip visitors spend from $6 billion in 2010 to $12 billion in 2020. The strategic outcomes will be:
- Brand: Firmly establish the Experience Extraordinary brand
- Indigenous Tourism: Every visitor to have the opportunity for an Aboriginal tourism experience.
- Infrastructure: to support growth; Hotels, Aviation and Workforce
- Business Tourism: Increase the contribution from business travel
- Regional Dispersal: Increase visitors to regional WA
- Asia: Grow our share of the Asian market, particularly China
- Events: position WA as a recognised events destination for locals and visitors.
There will be $60 million in event funding given including $10 million p.a. for regional events and $5 million p.a. for events anywhere.
Some of the key initiatives announced include the China Market. The aim is to significantly increase WA's share of the Chinese visitor market from 3% - 10%. This will mean an extensive awareness exercise for the WA tourism industry to make themselves familiar with the needs of the Chinese visitor and adapt their business accordingly.
Building the events calendar by attracting and hosting major international events and elevating current key events will position WA as a key destination for events. Other key initiatives include further hotel developments, international services to Broome, Kimberley Science and Conservation Strategy and more.
For more information or to view presentations Tourism WA's corporate website.
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