The tourism industry is aiming to attract more private investment into tourism infrastructure, especially from well-known international brands, and increase the quality of its product to secure a lucrative slice of the global tourism market.
The tourism industry is aiming to attract more private investment into tourism infrastructure, especially from well-known international brands, and increase the quality of its product to secure a lucrative slice of the global tourism market.
Tourism Western Australia this week released its strategic plan for tourism development over the next five years, putting a priority on developing highquality experiences, attracting investment and significantly growing the number of Aboriginal tourism experiences.
The strategy comes after almost 12 months’ consultation with the industry.
Tourism WA chief executive Richard Muirhead said the industry had to work on getting the right products into the market and ensuring a diverse range of products were on offer.
It also had to ensure tourists had access to quality infrastructure and transport, and suitable accommodation and attractions.
“We have a lot of work to do on the supply side,” he said.
One of its biggest priorities is to accelerate the development of Aboriginal tourism, with the aim of doubling the current number of operators by 2013.
Mr Muirhead said Aboriginal tourism products would offer a unique point of difference for WA tourism.
“We offer good nature-based tourism, but a lot of other places offer good natural tourist attractions as well,” he said.
“What we have is the oldest living culture in the world.
If we overlay the nature-based experience with the culturally based experience, Aboriginal tourism...we can offer a completely different experience and something which no-one can compete with.” WA Tourism Owners Group spokesperson Manny Papadoulis said the strategic plan was the best he had seen in some years, and applauded the highly consultative process undertaken by Tourism WA.
He said the agency had listened to tourism operators on a number of issues, such as shifting the focus onto boosting yields rather than just numbers, and finding the right balance between branding and tactical marketing.
But concerns remained over the crippling shortage of available staff to service the industry.
“Labour, in many respects is the product, whether it’s waitstaff, or tour operators,” Mr Papadoulis said.
“If you don’t have the labour, it means you can’t deliver the product.” He also believed that local hotel developers faced significant barriers to entry, through the lengthy and complicated planning approvals process.
While Perth hotel occupancies reach record highs – and hotel yield growth averages close to 20 per cent for the past two years with forecast double digit growth for the next three years – investment in new hotels by major international brands has lagged behind demand.
Tourism WA has put in a request to government for funding the strategy, while also requesting additional funding for other initiatives, including the extension of the LandBank program.
