Western Australian Government launches new visitor economy strategy

The Western Australian Government has today launched a 10-year roadmap for the future of the state's visitor economy, signalling the beginning of what it says will be a 'dream decade' for the tourism industry.

Aiming to elevate the state as a ‘world-class’ tourism destination, and increase visitor spend to $25 billion by 2033, the Western Australia Visitor Economy Strategy (WAVES) 2033 outlines a decade-long plan for the sustainable growth of the visitor economy

Building on the industry's current momentum, the Strategy also sets an aspirational financial goal for visitor spend to grow to $25 billion per annum by 2033.

Last financial year, visitor spend was $16.8 billion, with the sector responsible for more than 89,000 jobs.

WAVES 2033 was developed with consultation across 14 Western Australian Government agencies, and with more than 25 industry stakeholders, with representatives invited to offer their insights on the challenges and opportunities faced by the Western Australian tourism industry.

Growth opportunities were identified and categorised into six goal areas, including Aboriginal tourism, accommodation and attractions, aviation, destination brand, events, and high performing industry, each comprising key initiatives that will drive sustainable growth of the tourism industry.

These initiatives include:

• Attracting new inbound aviation routes and boosting regional tourism with affordable airfares;

• Driving private sector investment in accommodation and attractions;

• Investing in events infrastructure to deliver more leisure, sports, and business events;

• Developing Aboriginal cultural centres, and making the state Australia's Aboriginal tourism leader;

• Enticing high yield travellers and international students by dialling up global marketing and digital offerings; and

• Growing the tourism and hospitality workforce, harnessing innovative technologies, and expanding sustainable and inclusive tourism experiences.

WAVES 2033 will be implemented across Western Australian government departments, led by Tourism WA, and in close collaboration with other government agencies.

Delivery will be aligned with the Strategy's guiding principles to be sustainable, inclusive, collaborative, and innovative.

Commenting on the strategy, Western Australian Tourism Minister, Rita Saffioti stated “we are committed to creating a world-class tourism destination that combines commerce, community, and culture, and brings them together in a way that engages with our incredible natural assets.

"The aim of WAVES 2033 is to sustainably drive our state's visitor economy to even greater levels of success, which will bring billions into our State and create jobs for Western Australians.

"WAVES 2033 is a focused strategy that has identified areas of major growth potential, which will contribute towards a significant uplift in the visitor economy over the next 10 years.

"The record budget of $530 million over the next four years demonstrates our commitment to tourism and the visitor economy, and will enhance marketing, aviation, destination development and events activity across the state."

WAVES 2033 can be viewed at tourism.wa.gov.au

Images: Indigenous tourism experience in the Shark Bay world heritage area (top, credit: Western AustralianDepartment of Biodiversity, Conservation and Attractions) and Perth-based Out and About Wine Tours (below).