WA tourism launches new 10-year strategy

The State has unveiled a roadmap that aims to grow visitors and business delegates with a target of $25 billion a year in economic value.

Tourism Western Australia has unveiled its 10-year roadmap to grow the State’s visitor economy to be recognised as a world-class destination that immerses people in its unique cultures, communities and environment.

The WA Visitor Economy Strategy 2033 (WAVES) aims to grow visitor spend in the State to $25 billion per annum by 2033. By contrast the visitor spend in 2022/23 was $16.8 billion.

Tourism WA Managing Director, Carolyn Turnbull said WAVES includes a competitive major events strategy.

“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,” Ms Turnbull said.

“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.”

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.

It identifies and categorises growth opportunities into six goal areas: Aviation, Accommodation and Attractions, Events, Aboriginal Tourism, Destination Brand and High Performing Industry.

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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