Perth to overtake Gold Coast as 4th top tourism destination under new strategy
24 March 2014
Tourism Council WA will today release Destination Perth, a landmark tourism strategy to double Perth’s visitor economy to $7.1 billion p.a., create 11,000 new jobs and overtake the Gold Coast as Australia’s 4th most popular destination for international visitors.
Tourism Council CEO Evan Hall will launch the strategy at a gathering of tourism industry leaders. The strategy identifies the infrastructure, attractions, accommodation, experiences and events needed in Perth by 2020 to:
- Increase visitor spending from $4.5 billion to $7.1 billion
- Increase international tourism export earnings from $1.9 billion to $3.1 billion
- Increase Perth tourism employment from 36,000 to 47,000 people
- Increase visitor numbers from 13 million to 22 million
- Overtake the Gold Coast to become Australia’s 4th most popular destination
“We must keep building hotel rooms, improving customer service and creating new events to attract more visitors to Perth” said Mr Hall
“New attractions such as the Museum, Stadium and Elizabeth Quay will transform Perth as a tourism destination” said Mr Hall.
“Public assets such as arenas, museums and parks are not just community facilities; they can create jobs and revenue through tourism” said Mr Hall.
“With industry and government working together, our shared investment in Perth hotels and attractions will earn Perth $7 billion each year and create 11,000 new jobs by 2020” said Mr Hall.
“As the resources sector moves to the production phase and employment declines, we must plan to grow industries such as tourism and international education for future jobs” said Mr Hall.
“Under the Destination Perth strategy, our evolving city will create new jobs delivering services to new visitors” said Mr Hall.
“Perth’s visitor economy will be driven by: Asian visitors, interstate tourists, international students, business travellers and local residents” said Mr Hall.
The Destination Perth strategy has identified the current and future developments which will attract and accommodate these new visitors to Perth. The top ten developments are:
- The Perth Airport upgrade and rail link to the CBD.
- 1,900 additional hotel rooms and a broader range of budget, business and luxury hotels.
- 4 new event venues (including venues at the new Crown, Westin and Elizabeth Quay hotel developments) and expansion of the Perth Convention and Exhibition Centre to 30,000m².
- Fast track approvals for innovative new experiences, tours and adventure activities.
- New flagship attractions including the Elizabeth Quay to Kings Park Cable Car and an Indigenous Cultural Centre.
- Managing and marketing new attractions to attract new visitors to Perth e.g. selling 10,000 seats to Victorian visitors for AFL games at the new stadium.
- A new iconic annual home grown event to showcase Perth to the world.
- Sustained investment in public beaches, parks, gardens, heritage and cultural assets.
- Investment to secure future business and tourism events timed to fill the new hotels and attractions as they open doors.
- Enhanced customer service culture and liberalisation of liquor and retail trading regulations.
“Most of the attractions and accommodation we need are being planned now or are already underway” said Mr Hall.
“But we must work together on the events, services and marketing to convert these new assets to bums on seats and guests in beds” said Mr Hall.
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