Published: 15 February 2024
The WA Government, through Tourism WA, has today launched the Western Australia Visitor Economy Strategy 2033 (WAVES 2033) - an ambitious 10-year roadmap for the future of the state’s visitor economy, signalling the start of a ‘Dream Decade’ for the tourism industry.
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’.
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.
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” Ms 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 close consultation with the WA tourism industry and across 14 WA Government agencies and growth opportunities and key initiatives for the WA tourism industry were categorised into six goal areas: Aboriginal Tourism, Accommodation and Attractions, Aviation, Destination Brand, Events, and High Performing Industry.
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, with delivery to be aligned with the Strategy’s guiding principles to be sustainable, inclusive, collaborative, and innovative.
To read WAVES 2033 in full, please click here.