Tourism WA announces new initiatives to kick-start ‘dream decade’

Edited by Travel Weekly

Tourism Western Australia has unveiled a 10-year roadmap to grow the state’s visitor economy to new heights, in what will be a ‘dream decade’ for WA’s tourism industry.

The WA Visitor Economy Strategy 2033 (WAVES 2033) outlines a new vision for Western Australia, ‘to be recognised as a world-class destination that immerses people in its unique cultures, communities and environment.’

The Strategy sets an ambitious goal to grow visitor spend in the state to $25 billion per annum by 2033. Visitor spend in Western Australia hit a record high of $16.8 billion in 2022-23, and Tourism WA managing director, Carolyn Turnbull, said the agency is off to a great start to achieve the new goal.

“Tourism WA is committed to taking Western Australia’s Visitor Economy to even greater heights, driven by our global tourism brand Walking On A Dream, a competitive major events strategy and celebrating our unique Aboriginal tourism sector, and of course our high-performing tourism industry,” Turnbull, said.

“WAVES 2033 sets out the future of the WA visitor economy, as we move on from the post pandemic recovery phase and set our sights on new levels of success.”

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

The strategy identifies and categorises growth opportunities into six goal areas; aviation, accommodation and attractions, events, aboriginal tourism, destination brand, and high performing industry – which contain key initiatives that will drive sustainable growth of the state’s tourism industry and visitor economy over the next decade.

Initiatives include:

Attracting new inbound aviation routes and boosting regional tourism with affordable airfares
Driving private sector investment in accommodation and enhancing attractions
Encouraging investment in events infrastructure to facilitate Western Australia’s delivery of more leisure, sports and business events
Developing Aboriginal cultural centres and make WA 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.

The WA Government has committed $530 million to Tourism WA over the next four years to implement WAVES 2033 and deliver target outcomes.

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Carolyn Turnball tourism wa Western Australia