Why is such a Program important for the tourism industry?

If the tourism industry is to achieve success in the increasingly competitive national and international markets, all sectors of the industry must develop quality products and services that will meet the expectations of their customers.

To achieve this goal, all businesses involved in the industry must pay close attention to their business practices to ensure that the services and products offered by them are reliable, consistent and predictable. Customer confidence will be the resulting outcome, which in turn will lead to increased profitability.

The development and implementation of a tourism industry accreditation program, based on Quality Assurance principles, which establishes a benchmark of professional management procedures for tourism industry operators, is a significant step in this process.

What are the benefits for tourism in Australia?

The following is a brief summary of the benefits that will flow from this process to operators, the industry and to the consumer.

Operator Benefits

• The ability to assure customers of the continued quality of services provided, leading to improved customer relationships.
• Documentation of formal operational and management procedures which can add value and direction to a tourism business. This leads to improved business knowledge, competence, management and predictability.
• Facilitate continuous business improvement via an alignment with Quality Assurance principles.
• An improved reputation, higher degree of marketability and competitive advantage in the marketplace leading to improved market share.
• Greater customer confidence and satisfaction, which leads to repeat business.
• Pride in the business.
• Improvement in profitability through the implementation of better operating systems.
• Accredited operators’ logo recognised and promoted in government sponsored programs and tourism publications.
• Encourages the operator to identify consumer needs and enhance the visitor experience.
• Encourages operators to identify strengths and weaknesses of their business.
• Improved staff relationships and training as well as more effective management and communications.
• Reduced complaints.
• Ability to display the Australian Tourism Accreditation logo at point of business and on all promotional and advertising material.
• Benefits associated with national and international promotion of the Accreditation logo as a symbol of quality within the tourism industry.

Industry Benefits

• Provides travel retailers and wholesalers with an assurance of professional service.
• Accredited operators will be recognised in government and other industry organisational marketing programs that can highlight the benefits of Accredited Tourism Businesses.
• The Accreditation logo will be promoted nationally and internationally as a symbol of quality within the tourism industry.
• Contribute to a more sustainable and competitive tourism industry for Australia.
• Demonstrates industry leadership and initiative.
• Self-regulation reduces likelihood of imposed regulation.
• An assurance that an operator is committed to quality business practice, professionalism and delivering what they promise.

Consumer Benefits

Provides consumers with assurance of:

• Reliability
• Consistency
• Certainty
• Security
• Confidence
• A commitment to quality

From the 1st July 2010 businesses must be accredited to be eligible to participate in Tourism WA services such as WA Tourism Network membership, brochure display at the Western Australian Visitor Centre in Forrest Place, and other cooperative marketing opportunities such as familiarisation’s and visitor journalist programs.

Tourism WA Accreditation Policy

For more information contact the Quality Team at Tourism WA at network@westernaustralia.com