To realise its full potential and achieve sustainable tourism, a WA region and its partners engaged Churchill Consulting to prepare a Tourism Development Strategy that establishes a clear vision, goals, strategic actions and mechanisms for successful implementation.
This is an important time for tourism in Western Australia and indeed the role it plays in driving the state economy. The mining boom witnessed significant investment in accommodation, supporting industries such as retail, hospitality, public space and cultural attractions across the state, which the tourism industry can now take advantage of.
Within this macro opportunity, one of the WA regions has enormous potential: its pristine coastline; national parks harbouring some of the world’s rarest species; outstanding wineries and abundance of outdoor activities; and distinct heritage.
To realise its full potential and achieve sustainable tourism, a WA region and its partners engaged Churchill Consulting to establish a Tourism Development Strategy which incorporated a clear vision and overall goals; measurable strategic actions; and mechanisms for successful implementation.
A three-stepped approach was taken to set the project objectives and assign resources (mobilise); analyse the current state of tourism in the region (diagnose), and develop a Tourism Development Strategy (develop) with appropriate initiatives for pursuit.
To thoroughly assess the current state of tourism in the region, Churchill used its Tourism Industry Assessment Model, covering the key six components of tourism as outlined in the figure below.
This assessment (diagnosis phase) revealed a number of areas to focus the strategy, in particular, the fragmented Destination Marketing and Visitor Servicing model, causing duplication of messages about the region and dilution of marketing effort.
By taking the time to understand the current situation of each component of tourism, the region developed a clear understanding of the components that required the most work in order to to take advantage of the shift toward tourism as an economic driver for Western Australia and attract and retain visitors to the region.
The region is now aligned on a strategy to guide their approach to tourism, and focus areas to pursue in order to make the most impact. A clear visitor number goal has been set to motivate the region and guide achievement of the strategic initiatives identified.