Rottnest Island Tourism Development

The assignment content discusses the tourism industry in Rottnest Island, Western Australia. The island attracts tourists for its natural attractions such as beaches and bays, whales, Salt Lakes, Cathedral Rocks, Lake Herschel, and Baghdad. The government of West Australia has launched new cruise service, Captain Cook Cruises, to reduce the cost of commuting to the island and increase the number of ferry operators. The development of a resort and marina complex is also planned. The demand for tourism in Rottnest Island and Freemantle is increasing due to the popularity of taking selfie photos with quokkas. The assignment recommends that the Rottnest Island Authority shift its focus from attracting visitors to enhancing the cultural heritage of the island through carnivals, and attract international tourists by developing hotel infrastructure and opening luxury hotels.

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Tourism and Hospitality Operations
Management

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Executive Summary
The report ideally reflects on the tourism situation of Western Australia. It highlights the
pattern of flow of both international and domestic flow of tourists in the region. Apart from
highlighting the market trends the report potentially reflects on the initiatives undertaken by
the state and national governments for attracting potential tourists and also developing the
tourism portfolio in the region. Further, the report also highlights on two specific tourism
destinations like Freemantle and Rottnest where it showcases the different attractive sites and
the initiatives undertaken by the regional authority concerning the development of tourism
resources in the regions.

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Table of Contents
Introduction................................................................................................................................4
Part A.........................................................................................................................................4
Analysis of Current Market Trends for Tourism in Western Australia.................................4
Review of State and National Planning Documents............................................................10
Part B........................................................................................................................................15
Tourism Destination Background of Freemantle and Rottnest............................................15
Survey of Existing Situation................................................................................................17
Supply of Tourism Resources..........................................................................................17
Attractive Sites.................................................................................................................20
Tourism Infrastructure.....................................................................................................21
Analysis of Market Trends...................................................................................................21
Demand for Tourism........................................................................................................21
Current and Potential Visitors..........................................................................................21
Conclusions..............................................................................................................................22
Recommendations....................................................................................................................22
References................................................................................................................................23

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Introduction
The report would focus on understanding the tourism situation of Western Australia through
the study of different government reports and online articles. It would also focus on
conducting a tourism analysis of two specific tourism destinations of Western Australia like
Rottnest and Freemantle where it would reflect on the tourist hotspots and also on the
different initiatives that are undertaken by the regional tourism authorities for attracting and
enhancing the tourism position in the region.
Part A
Analysis of Current Market Trends for Tourism in Western Australia
The potential flow of international tourists in Western Australia acts as a potential trigger
behind the growth and development of the tourism sector in the region. International tourists
tend to visit Western Australia mainly for two purposes like holidaying and enjoying leisure
activities in one hand and that of visiting friends and relatives or VFR on the other. Further
evaluation of the tourist visits to Western Australia reflects that VFR tends to surpass the
holidaying and leisure activities of tourists in the region. Apart from the above two purposes
the international tourists also aim in visiting the Western Australian market also account for
the increased employment opportunities available in the market. International tourists visiting
Western Australia tend to emerge from different international markets like United Kingdom,
Singapore, New Zealand, United States and also from Malaysia. International tourists also
hail from different Asian markets like Japan, China and India and other foreign countries like
France, Ireland and Philippines.
Tourists largely populate the Western Australian markets owing to the existence of national
parks, nature based and other eco tourism activities planned by the national government. The
promotion of the different tourist regions to larger number of customers is made possible
through the development of social media and mobile marketing platforms. Further, the
presence of services rendered by companies like Airbnb regarding accommodation and Uber
for transportation further contributes to growth of tourists in the region (Austrade, 2016).

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Current estimates for March 2017 reflect that interstate tourism in Western Australia
amounted to 19.35 million visitors conducting daytrips while the total amount of domestic
and international tourists visiting the region amounted to 10.4 million on an overnight basis.
The total amount of spending by these tourists amounted to AUD 10.1 billion out of which 45
percent or AUD 4.5 billion were spent regards to regional tourism in Western Australia
(Austrade, 2016). The data regarding tourism spending is reflected in the following
illustration.
(Tourism Western Australia, 2017)
Further illustration regarding tourist spending, visitor estimates, source markets and purpose
of visits are reflected as follows.

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(Tourism Western Australia, 2017)
(Tourism Western Australia, 2017)

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(Tourism Western Australia, 2017)
The growth of the number of international tourists visiting Western Australia during June
2017 amounted to 8.8 percent. From 2016 to 2017, the number of holiday and VFR visits
increased from 12.3 to around 12.6 percent while leisure spending increased from 10.6 to
10.7 percent. Overview of International Tourists visiting Western Australia is reflected as
follows.
(Tourism Western Australia, 2017)

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(Tourism Western Australia, 2017)
(Tourism Western Australia, 2017)
Estimates regarding Domestic Tourism in Western Australia are reflected as follows.

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(Tourism Western Australia, 2017)
(Tourism Western Australia, 2017)

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(Tourism Western Australia, 2017)
Review of State and National Planning Documents
The State Planning Strategy for the Western Australian region is elucidated in the following
illustration.

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(Western Australian Planning Commission , 2017)
The strategic approach undertaken in the State plan for the development of tourism in
Western Australia is envisaged as follows.

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(Western Australian Planning Commission , 2017)

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Tourism Western Australia (Tourism WA) is the operational name of Western Australia
Tourism Corporation and acts as the statutory authority governing the tourism operations in
the region. The organisation is developed to contribute in both facilitating and marketing the
growth of tourism in Western Australia. Tourism WA focuses on generating and encouraging
the growth of partnership between the private sector and the government institutions for
optimisation of the tourism potential of Western Australia. The statutory authority for tourism
in WA has set up its targets for 2020 that in achieving the tourism expenditure to around
AUD 140 billion and also in doubling the value of tourism activities from around AUD 6
billion during 2010 to around AUD 12billion by the close of 2020 (Tourism Western
Australia, 2017). To achieve the above targets the State Government had formulated effective
strategies based along seven pillars underlined as follows.

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(Tourism WA, 2017)
During 2016, the government of Western Australia contributed in the development of a
marketing campaign, ‘Just Another Day in WA’. The campaign portrayed the rich touring
experiences that are gained by individuals visiting Western Australia in terms of photographs,
films and also showcasing a website developed from a story telling viewpoint. Further,
around AUD 1.2 billion investments were generated by the regional government regarding

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the development of the Perth Stadium with a seating capacity of 60,000. Around AUD 19
million had been allocated for the state budget of 2016-17 to help in the arranging of different
events in the Perth Stadium. Further, the government also focused on entering into an
effective partnership with 50 stakeholders for the development of the Destination Perth
Marketing Partnership (DPMP). This partnership was created for potentially marketing Perth
as a leisure, business and education centre. Other developmental activities under planning are
enhancing the development and growth of hotels, cruise shipping and also ecotourism related
activities. For cruise shipping effective planning is undertaken for development of ports and
also in destination marketing functions.
Tourism WA also focuses on enhancing the Aviation potential in the region to promote the
growth of leisure tourism. Six key aviation destinations like Monkey Mia, Exmouth, Albany,
Kununurra, Busselton and Broome are focused on being developed in a span of four years.
Regarding, Aviation Projects the government had invested around AUD 37.6 billion while
the total tourism investment as of 2015 amounted to AUD 59.8 billion. The Aviation
infrastructure is being continually developed for encouraging the flow of tourists and also
helping in generating needed leisure to the visitors.
Part B
Tourism Destination Background of Freemantle and Rottnest
Freemantle acts as an effective tourist destination in Australia. The region is highlighted
owing to the presence of the following tourist attractions.
(Western Australia, 2017)
Freemantle can be reached from Perth in the following fashion.

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(Western Australia, 2017)
Freemantle also serves as an exotic destination to tourists owing to the following attractions.
-Central, East and North and South Freemantle
-Fishing Boat Harbour
-Waterfront
The Rottnest Island is based at 19 kilometres away from Perth and serves as an effective
tourism destination owing to a host of attractions. The island is highly favoured by tourists
owing to the presence of a casual and sunny atmosphere, scenic surroundings, and attractive
marine life and also because of an effective array of beaches and bays. On Rottnest Island the
tourists can enjoy riding bikes which can be hired or can be brought through the use of a
ferry. The Island measuring around 11 kilometres in length and 4.5 kilometres in width can
also be toured through the use of air-conditioned coaches. Rottnest Island serves as an
effective water playground to tourists for helping them enjoy different activities like fishing,
swimming, kayaking and surfing to name a few. The tourists can effectively enjoy the sights
of fishes and coral below the water surface. On the surface, the island encourages the kids to
enjoy playing mini golf and other arcade games at the family fun centre. They can also enjoy
seeing popular movies by visiting the cinema hall. Similarly, the tourists also enjoy a

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combination of bike and walking trails along the island. Wadjemup Bidi is also developed as
a potential attraction in Rottnest Island that helps the tourists pass along different manmade
and natural waterways and coastlands. Different carnivals like Rottnest Island Carnival are
being planned in October to entertain tourists.
(Experience Perth.com, 2017)
Survey of Existing Situation
Supply of Tourism Resources
Different types of accommodations are provided to tourists visiting Freemantle depending on
one’s necessity and interest. The same is reflected as follows.
(Freemantle Western Australia , 2017)

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Freemantle also serves the need of visitors by encouraging them to visit beaches, shopping
malls, museums and also other places of historic and architectural interests. The same is
reflected as follows.
(Freemantle Western Australia , 2017)
Freemantle can be toured both on bikes and also while walking down the streets.
Different types of resources both manmade and natural are effectively resourced and
sustained for attracting potential tourists in the Rottnest Island. Different environmental,
cultural and heritage sites like aboriginal, environmental, and military and also marine centres
are potentially developed for attracting tourists. These resources thus offer the development
of potential business opportunities in the tourism sector in the region. The tourism authority
in Rottnest Island restricts the entry of vehicles for sustaining a clean and free environment. It
requires a license in the region by the hospitality staffs for driving of vehicles. Cyclists and
pedestrians are only allowed in Rottnest Island along with the movement of wildlife (Tourism
Western Australia, 2017). The tourism authority in the island also serves its tourists through
the generation of ferries and barrage services. Apart from the generation of marine services
the tourism authority also focuses on conserving water and energy resources for serving the
needs of tourists. Similarly, effective strategies are undertaken for minimising the generation
of wastage emerging from tourism and other hospitality operations. The above activities
contribute in making Rottnest Island as an effective tourism hotspot in Western Australia
(Rottnest Island Authority, 2017).

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Rottnest Island Authority also focuses on development of existing water facilities regarding
desalination and also reduction of wastage of effective water resources in the region. Water
Treatment Plants are also developed for effectively recovering waste water resources.
Moreover, sustainable energy resources are also generated in the region through the
instalment of effective wind turbine and solar energy resources that contribute in the
reduction of use of diesel and generation of greenhouse gas emissions. Development of solar
firms rightly contributes in promoting energy efficiency in the region (Tourism Research
Australia, 2016).
The tourism authority of Rottnest Island also focuses on sustaining an effective coffee culture
through the generation of eco-friendly cups. The generation of eco-friendly express cups
considerably help in meeting the sustainability objectives.
(Rottnet Island Authority, 2017)
The tourism authority of Rottnest based on the grant gained by BHP Billiton gained the
potential for developing the Trail for Nature and also the Wadjemup Walk and also another
trail ranging for about 28 kilometres that helps in generating a linkage between the coastal
regions and the heritage sites. The Rottnest Hotel also enhanced its potential through the
development of a conference hall encompassing around 400 seats and also the development
of an additional accommodation facility (Driscol, 2016).

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Attractive Sites
The top destinations in Freemantle are like the Cappuccino Strip that helps visitors enjoy
their visits to restaurants and cafes; Round House is ideal for meeting the needs of visitors for
historical sites; Fishing Boat Harbour attracts visitors for meeting the recreational and
commercial fishing needs of visitors; Arts Centre contributing in meeting the artistic needs of
visitors; Freemantle Market and other sites like Town Hall and Freemantle Museum
(Freemantle Visitor Centre , 2017).
Rottnest Island earns attraction to tourists for encompassing around 63 beaches and 20 bays
that encourage the growth of water sports and similar other activities like fishing, surfing and
also diving. The popular beaches are listed as under.
(Rottnet Island Authority, 2017)
Further, the Rottnest Island also generates ample opportunities for Recreational Fishing
owing to the existence of different kinds of fishes dwelling in the waters of the island. For
surfing activity, the potential sites available in the Rottnest Island are identified as Strickland,
Salmon and also the Stark Bay. Rottnest Island also offers to visitors’ potential destinations
like the Basin, Parakeet, Parker and also Little Salmon and also Little Armstrong Bay for
playing of Snorkelling.

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Other attractions consist of the Quokka Walks that are conducted freely during afternoons
involving experts that help in serving the information needs of visitors touring to such areas.
Similarly, the West End Boardwalk developed during February 2012 also contributes in
engaging visitors to have a view of the flora and fauna of the island. The West End platform
of the Rottnest Island helps visitors to earn an effective view of whales. Salt Lakes and
Cathedral Rocks also serve as attractive tourist destinations. Lake Herschel and Baghdad
attract potential bird watchers to the island (Tourism Western Australia, 2015).
Tourism Infrastructure
The government of West Australia focus on the launch of new cruise service, Captain Cook
Cruises. It would help in potentially reducing the price of commuting to the island while also
in effectively dividing the passenger strength. The development of the tourism infrastructure
would also help in attracting larger number of tourists to the island. The inclusion of the
services provided by Captain Cook Cruises would increase the number of ferry operators in
the region to three. During 2015, infrastructural development in the region was planned
through the development of a resort and also a marina complex. The resort was taken to be
constituted by around 150 rooms while the marina complex by around 250 berths
respectively (Strutt, 2017).
Analysis of Market Trends
Demand for Tourism
The growing demand for tourism in Rottnest and Freemantle are reflected owing to the
growing number of visitors to the island. It was recorded during 2016 that Rottnest Island
succeeded in attracting around 554,592 tourists for the months July to May that reflects a 6
percent increase in the number of tourists compared to the previous year. The increased
demand for tourism in the region is largely attributed to the craze of people for taking selfie
shots with quokka. Similarly, activities carried out over the print and social media with also
collaborative marketing contributed in attracting potential tourists (MESSURIER, 2016).
Current and Potential Visitors
The people visiting Rottnest Island and Freemantle are observed mostly to be leisure
travellers interested in taking selfie photographs with quokka. Further, people interested in
travelling along coast lines on bikes and bird and nature watchers also flock to the region and
are considered as potential tourists. Rottnest Island also attracts corporate visitors that are

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keen on earning the benefits of the conference hall services provided by the Rottnest Hotel
(MESSURIER, 2016).
Conclusions
The analysis reflects the flow of tourists and visitors to Western Australia from diverse
interstate and foreign markets. Empirical analysis carried out through the study of
government publications and other online reports and articles reflect the strategic directions
undertaken by the state and the national tourism bodies based in Western Australia for
attracting potential tourists to the region. The case of Rottnest Island is also effectively dealt
where potential emphasis is made to reflect on the different initiatives that are being
undertaken by the island authority for not only attracting but also sustaining the flow of
tourists to the region.
Recommendations
The Rottnest Island Authority is required to shift its focus from attracting visitors and tourists
to the region for taking selfie with Quokkas. Rather, greater emphasis is required to be
rendered on enhancing the cultural heritage of the island through the development of
carnivals from time to time. International Tourism is required to be attracted by the island
authority through the development of hotel infrastructure in terms of enhancing the room
capacity and also based on opening of greater number of resorts and luxury hotels. Similarly,
the development of a mascot representing the Quokka and using the same during carnivals
and festive would further contribute in attracting visitors to the region.
Freemantle Tourism Authority is required to market its presence to international visitors
through the incorporation of social media marketing platforms. Designing of effective
carnivals would also contribute to growth of tourists in the region.

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References
Austrade. (2016). International Visitors to help Australian Tourism Hit the Mark. Australia:
Austrade.
Austrade. (2016). TOURISM INVESTMENT PIPELINE REACHES $59.8 BILLION.
Australia: Austrade.
Driscol, J. (2016, February 19). Rottnest Moving Forward. Retrieved September 10, 2017,
from https://www.businessnews.com.au/article/Rottnest-moving-forward
Experience Perth.com. (2017). Rottnest Island. Retrieved September 10, 2017, from
http://www.experienceperth.com/destinations/rottnest-island
Freemantle Visitor Centre . (2017). Top Ten. Retrieved September 10, 2017, from
https://www.visitfremantle.com.au/to-do/local-landmarks/top-ten
Freemantle Western Australia . (2017). Welcome to Fremantle, Western Australia . Retrieved
September 10, 2017, from http://www.fremantlewesternaustralia.com.au/
MESSURIER, D. L. (2016, July 19). Rottnest Society unhappy despite island’s record visitor
numbers. Retrieved September 10, 2017, from
http://www.perthnow.com.au/news/western-australia/rottnest-society-unhappy-
despite-islands-record-visitor-numbers/news-story/
a6605b899813e92de915b076e65767a1
Rottnest Island Authority. (2017). Powering the Island. Retrieved September 10, 2017, from
http://www.rottnestisland.com/the-island/about-the-island/sustainability
Rottnet Island Authority. (2017). Natural Attractions . Retrieved September 10, 2017, from
http://www.rottnestisland.com/see-and-do/natural-attractions/beaches-and-bays
Strutt, J. (2017, July 31). Captain Cook Cruises becomes third ferry operator on Rottnest
Island route. Retrieved September 10, 2017, from http://www.abc.net.au/news/2017-
07-31/new-ferry-operator-to-take-on-rottnest-route/8760332
Tourism Research Australia. (2016). Strong Start to the Year for Domestic Tourism.
Australia: Tourism Research Australia.

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Tourism WA. (2017). Tourism WA Corporate Plan . Australia: Tourism WA.
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