- WAVES 2033 unveiled, aiming to elevate WA into a global tourism powerhouse by 2033.
- Strategy outlines ambitious targets including $25 billion annual visitor spending.
- Collaborative effort to drive growth across key tourism sectors.
The Western Australia (WA) Government has launched a bold 10-year roadmap detailing its vision for the State’s visitor economy, marking the start of a golden era for its tourism industry.
Transforming WA into a global tourist hotspot
The Western Australia Visitor Economy Strategy (2033) plan hopes to mould WA into a premier tourism destination that “immerses people in its unique cultures, communities, and environment”.
“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,” said Tourism Minister, Rita Saffioti.
Riding the wave of the industry’s current momentum, the strategy has set a lofty financial goal of increasing visitor spending to $25 billion annually by 2033.
Visitor spend targets metro/regional ($ billions)
Visitor spending last year was $16.8 billion, a welcome boost to a sector employing over 89,000 people.
“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,” Saffioti said.
“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 ten years.”
A collaborative and goal-oriented effort
The strategy was established with the input of 14 WA government agencies and over 25 industry stakeholders, who were invited to share their insights on the struggles and opportunities in WA’s tourism industry.
Growth prospects were highlighted and segmented into six goals: Aboriginal tourism, accommodation and attractions, aviation, destination brand, events, and high-performing industry.
Each of these categories encompasses key initiatives that will spur the sustainable growth of tourism. Among these initiatives are:
- eliciting new inbound aviation routes and growing regional tourism with affordable flights
- drawing private investment into accommodation and attractions
- investing in events infrastructure to facilitate more leisure, business, and sporting events
- creating Aboriginal cultural centres, making WA the nation’s top Aboriginal tourism destination
- attracting high-yield travellers and international students by increasing global marketing and digital offerings
- nurturing the state’s tourism and hospitality workforce, wielding pioneering technologies and improving upon sustainable and inclusive tourism experiences.
Headed by Tourism WA, WAVES 2033 will be carried out across Government Departments in close partnership with other agencies.
The strategy’s delivery will follow its guiding principles to be sustainable, inclusive, collaborative, and innovative.
The Cook Government has pledged $530 million to Tourism WA over the coming four years to execute WAVES 2033 and meet its objectives.
“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.”
Rita Saffioti, Tourism Minister
