Invest in tourism to create 4,000 new jobs

14 November 2016

Investment in destination branding, marketing and events would create 4,100 new jobs in Western Australia, according to an economic report released today.

Tourism Council WA today launched its top priority for the 2017 State Election in the document Missing Pieces: Marketing & Events alongside the Chamber of Commerce and Industry WA and representatives from the tourism industry.

“The tourism industry is calling on the major parties to commit an additional $20 million per annum for destination marketing and events to create 4,100 new jobs in WA,” said Tourism Council WA CEO Evan Hall.

Mr Hall said there had already been some significant announcements from both sides of politics when it came to tourism ahead of the 2017 State Election, but more was needed.

“It is clear from previous announcements that both the Liberal and Labor parties now consider tourism to be a central industry for the future economic development of Western Australia,” he said.

“However, the industry needs consistent and predictable investment in marketing and events to drive visitor growth and jobs. We also need an additional $20 million per annum to win back the State’s share of Australia’s booming tourism economy and create jobs.

“Western Australia invests the lowest proportion of its economy in destination marketing and events of any state government. We are losing market share of the current boom in tourism and international education to Australia.”

In order to grow tourism in Western Australia, the additional $20 million funding should be spent on:

  • Major events ($10 million p.a.);
  • Leisure tourism ($6 million p.a.);
  • International education ($3 million p.a.); and
  • Business events ($1 million p.a.).

Mr Hall said current destination marketing funding levels were insufficient to achieve growth targets and future budget funding was significantly reduced in the forward estimates.

“The tourism industry faces great uncertainty over future funding – without funding certainty, industry cannot enter into long-term strategies, partnerships or trade agreements to develop visitor markets,” he said.

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Click here to view Missing Pieces: Marketing & Events