Tourism WA Charts Course for $25 Billion Visitor Economy by 2033 with WAVES Strategy

Saturday, February 17, 2024

The Western Australian Government, operating through Tourism WA, inaugurated the Western Australia Visitor Economy Strategy 2033 (WAVES 2033), marking the onset of an ambitious ten-year plan for the state’s tourism sector, heralding what is termed as a ‘Dream Decade’ for the industry.

WAVES 2033 delineates a fresh perspective for Western Australia, aiming “to be acknowledged as a premier destination that deeply engages visitors with its distinctive cultures, communities, and natural surroundings.”

Capitalizing on the current industry momentum, the Strategy also outlines an ambitious financial target, aspiring for visitor expenditure to reach $25 billion annually by 2033.

“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.” 

The development of WAVES 2033 involved extensive collaboration with the Western Australian tourism industry and coordination across 14 WA Government agencies. Growth opportunities and strategic initiatives for the tourism sector were grouped into six key areas: Aboriginal Tourism, Accommodation and Attractions, Aviation, Destination Brand, Events, and High-Performing Industry.

Some of the highlighted initiatives include:

• Facilitating the introduction of new inbound aviation routes and promoting regional tourism through affordable airfares.
• Stimulating private sector investment in accommodation and enhancing existing attractions.
• Fostering investment in events infrastructure to enable Western Australia to host a greater variety of leisure, sports, and business events.
• Establishing Aboriginal cultural centers to position WA as a leader in Aboriginal tourism across Australia.
• Enhancing global marketing efforts and digital offerings to attract high-value travelers and international students.
• Expanding the tourism and hospitality workforce, leveraging innovative technologies, and promoting sustainable and inclusive tourism experiences.

The Western Australian Government has allocated $530 million to Tourism WA over the next four years to implement WAVES 2033, with a commitment to align delivery with the Strategy’s guiding principles of sustainability, inclusivity, collaboration, and innovation.

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