Strategies for Developing Tourism in the Perth Local Government Area

This report provides a comprehensive overview of tourism development in Perth, Western Australia, examining various aspects of the city's tourism industry. It begins with an introduction to Perth, its local government structure, and historical background. The report then delves into an analysis of Perth's attractions, including Kings Park, Fremantle markets, and museums, alongside discussions of accessibility through transportation and infrastructure. It also explores events and activities, accommodation options, and amenities such as hospitals and transportation. Furthermore, the report critiques the current tourism strategies employed by Tourism Western Australia, focusing on marketing, partnerships, and campaigns, offering insights into the effectiveness of these initiatives and their impact on economic growth. The report concludes with a summary of the findings and recommendations for future tourism development in the Perth Local Government Area.

Developing Tourism in
Local Government Area

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................3
2. OVERVIEW OF PERTH............................................................................................................3
2.1 Attraction:.........................................................................................................................3
2.2 Access:..............................................................................................................................4
2.3 Events and activities:........................................................................................................4
2.4 Accommodation:..............................................................................................................5
2.5 Amenities:.........................................................................................................................5
2.6 Awareness:.......................................................................................................................6
3. CRITIQUES.................................................................................................................................6
4. CONCLUSION...........................................................................................................................8
REFERENCES................................................................................................................................9

1. INTRODUCTION
Perth is the capital of Western Australia and one of the largest city of Australian State
that is having population of about 2.2 billion people. The whole city is been divided into 30 local
government areas and then 250 suburbs which is starting from north to south and then to the east.
This is the Local Government Area Body in the City of Perth also called to as Perth City Council
which is covering the city centre and with suburbs around them. As per the Local Government
Act 1995 it is giving all LGA of Australia right to manage their own affairs that is been laid
down in this act.
2. OVERVIEW OF PERTH
The city was founded in the year 1829 by Captain James Stirling which was at that time
known to as Swan River colony's administrative centre (City of Perth, 2018). After that by year
1856 it started to gain status of City of Perth and then status of Lord Mayorality was giving in
1929. This is known to as giving the title of mayor who would be the major of city in which they
are governing.
2.1 Attraction:
Perth is the capital of Western Australia which is resting between Swan River and south-
west coast having many sandy beaches which are all lining up huge suburbs. The riverside of
Swan which is also having the attraction like that of Kings Park and Botanic Garden on the
Mount Eliza which is offering beautiful view of whole city. Other than this city is also having
Fremantle markets which was built up in 1897 this is one of the most significant markets of city
attracting both local and outside tourist (Qian, Sasaki & Shivakoti, 2017). There are places to
visit during both night and day site in the city like that of tours, sightseeing, day trips, excursion
etc., The city is worth visiting at any of time of whole year there are also many museums that are
attracting tourist like that of Aviation Heritage Museum in Bull Creek which is representing the
aircraft collections (Top 10 family attraction in Perth, 2018). Climate of Perth is very good
which is allowing tourist to visit the place throughout the year and also in extensive outdoor
sporting activities.

2.2 Access:
Both water and energy that is electricity is forming the part of this access that is been
operational throughout the city of Perth. In terms of electricity there are majorly 3 of them who
are supplying and generating it with Western Australian Government corporations. Synergy is
regarded to as the biggest energy which is electricity provider that is supplying it to whole of city
including business and individuals (Buchmann, 2017). Coal, gas energy, wind farms and other
power sources are been operated by Verve energy. Gas energy suppliers into the residential of
Perth is been done by Alinta and Lakenheath the former one is now privately owned which was
having its monopoly with market.
Water corporation is the only one supplier of water across city which also consisting
waste-water as well as drainage one. City is having ground water system and for the rest it is
depending upon rain fed dams which is helping at the times when there is limited or no rainfall in
city. Ground water systems are also lowering down in the recent times as there are lessor number
of rain falls there is also concerns that Perth in coming years would be running out of waters.
Within the whole city of Perth there are about 70 railway stations and 10 bus stations
with about all of them are giving zero fare bus. So this makes the public transportation system
within city of Perth easy and convenient to access with the option of many trips. The traffic is
instead very much risky so the people of Perth would always try to take public transport. There
Illustration 1: Botanic Garden in Perth.
[Source: Top 10 family attraction in Perth, 2018]

are also options of taxis all around the city central which could be ordered or booked by phone
call as well. For disabled people also taxis are available which is operating 24 hours a day
accessing them to book before 24 hours in order to avoid delay. There is also availability of
wheelchairs and motorised scooter that too at nominal rates through Citiplace Community centre
and Perth railway station during time of 8:30 to 15:45 on weekdays this need to take $20 deposit.
2.3 Events and activities:
Cultural centre of city is the major source of art; history and culture of Perth there include
many museums, art gallery, theatres, opera houses and stadiums (Local Government and
Tourism, 2018). There is also famous Western Australian Academy of performing arts which is
located at Edith Cowan University this is major part of many successful musicians and actors.
There are numerous annual events are there which is taking place in Perth like in the year 2015
there was Perth International Arts Festival other than this comedy festival is also taking place
which providing platform for talent of young people in comedy.
2.4 Accommodation:
Perth is been regarded as giving touch of both nature and urban lifestyle which could be
seen by its major hotels that are giving beautiful view of Australia's sunniest capital city. There
are millions of choice among number of hotels for accommodation within city like that of
Criterion Hotel, Parmelia Hilton, Travelodge hotel, Four points by Sheraton and so on (Argent,
2017). All of them are providing one of the best services in terms of accommodation and is
having world’s most five star hotels that are located within Perth. Other than these hotels there
are also penthouses, apartments, cottage, resorts and courtyards which are there if anyone would
be planning to visit the city.
2.5 Amenities:
The City of Perth is having major number of hospitals with the emergency departments
and the Royal Perth Hospital which is in the city centre known to be the largest one. Other than
this there is also Princess Margaret which is the biggest specialist hospital for children while
Graylands hospital is the only public psychiatric teaching hospital (WA Local Government Areas,
2018). Currently there are also some other one that are under construction which in turn be
replacing the traditional facilities within city. Princess Margaret hospital was replaced by new

hospital for children in year 2015. St. John of God Health Care also built up many public private
partnership hospitals that too with local state government of that area.
Then there are also very good facilities in regard to transportation in Perth including
water, inland and air amenities. Perth Airport is most popular for its domestic and international
flights that is located in east of city then there is also Jandakot airport which is located in
southern part of city this is famous for its general aviation and charter flights (Binns & Nel,
2018). Other than this there are also freeways and 9 metropolitan main road which consisting of
many trains, buses and ferries which is linking whole city of Perth. It is also giving the zero fare
bus and train trips which are regarded to as Free Transit Zone that is 4 CAT bus routes. It is also
having one of the longest routed transcontinental train service which is connecting Sydney that is
in Pacific Ocean and Perth in Indian Ocean known to as Indian Pacific.
2.6 Awareness:
In terms of education all children between the ages of 6-16 need to have compulsory
education as per government rule for this there are both primary and secondary schools. Western
Australian government is also indulging themselves into many marketing programmes that are
promoting local destinations of the area so that tourism is been improved (Duarte Alonso &
Nyanjom, 2017). They are promoting health and safety at home and at workplace for all citizens
of Perth by giving them many forms of training. That would be including low voltage rescue
training (LVR), industry safety induction (ISI) and Common industry competencies (CIC). All of
them are aiming that people of city should be aware of all training programmes related to their
health and safety. For which giving them knowledge about the Health and Safety at work etc.,
Act 1974 is also necessary so that they are all trained.
3. CRITIQUES
The Local Government of Area (LGA) is taking the responsibility to develop all tourist
destination and places which are worth seeing in the whole city area of Perth. This is been
operated by Tourism Western Australia (Tourism WA) this was under the act of Western
Australian Tourism Commission in 1983. This act is providing many operational and corporate
plans within Perth and also helping into marketing of tourist destination. With the increase in
tourism activities in city this would be looked up to as very good source of economic growth and
development in city. They mainly focus on promoting and attracting tourist for all over the world

and local as well that are then aiding within art, cultural and events development (WA Local
Government Areas, 2018). In these programmes they are doing tie up with other private,
industries and other form of governments so that they could easily develop the agenda of
Tourism WA in this industry of tourism.
Majorly they are been involved in doing marketing of all tourist destinations via domestic
and international marketing process. WA is gaining the partnership with digital marketing
criteria like that of social marketing or advertisement on TV on both local and international
platform in order to provide awareness and attracting public (Bramham, Henry & van der Poel,
2017). They mainly depend upon the strategies like that of cooperative marketing, brand
communication and event marketing which they are doing with the partnership of different
airlines or distribution partners like that of public relations or trade educations. At the end these
programmes would be measured to see their effectiveness in terms of number of visitors, inflow
of cash and money and then ultimately effects on the whole economy of Perth. WA is taking
responsibility of the following parts including:
International Marketing- they are having some major international markets in which WA is
marketing its strategies or promoting destination of Perth like that of museums, parks, beaches or
art galleries. The main aim or focus is on the consumers who are regarded to as important tourist
visiting Australia as whole (Marketing, 2018). The international market of WA includes those of
UK, Germany, China, USA, Japan, Indonesia and Singapore from which maximum visitors are
there.
Partnership- it is having its collaborations with some strategies partners including Tourism
Council WA, Perth Convention Office, WA five Regional Tourism Organisation and WA
visitors Centre. The aim would be certainly same of marketing of the local destination of Perth
and development of industry of tourism. But this would be leading towards developing State
Government Strategies for Tourism in 2020.
Domestic Marketing- all the extraordinary tourist destination of Perth would be promoted by
WA which is focusing on interstate and intrastate markets (Dai, Wan & Wu, 2017). Some major
programmes would be including like that of trade shows in this respect or also trade marketing
strategies.

Brand and campaigns- in this they are to manage both the international and local campaigns that
are related to marketing which is attracting all visitors from different places just as to travel and
visit Perth. The marketing activities like that of Just another Day in WA which is helping the
people from different places to know about Western Australia including Perth as well. This
brand campaign is aiming at with the message which is telling that there are so many unique
extraordinary places which is helping people to visit Western Australia. This would also be
including events marketing like that of Commonwealth games in Gold Coast Australia.
Public relations- through this form of campaign they could easily do the promotion of WA via
third party campaign like that of events and holiday experience. This is primarily done with the
help of tourism industry so that they could easily identify new products and experience which is
to be linked with campaign (Marketing, 2018). They would be aiming at pitching lifestyle and
travel experience so that they could be made and read by audience. Most recently there were
“Top 10 Hottest Destination of 2018” that was covered by magazine cover page and this was
cost up to $4.9 billion and targeted audience were around 1.5 million.
Digital marketing- this would be including number of paid and earned digital channels facing
the consumer digital marketing activities of WA. This would be including consumer website,
mobile app of WA, search engine marketing like that of Google and Yahoo, Social media
including Facebook, Twitter and email marketing including westerly e-newsletter.
4. CONCLUSION
At the end it I think that the government of local city of Perth is with collaborations of
other tourist departments or industry putting so many efforts which is brining city into limelights.
This must be going on so that more and more people are associated and attracted towards
programmes which is lead by Western Australian Government especially that of Perth I suggest
this. As there are many places or destination which are worth seeing and visiting in Perth so
promoting them across social media and world is quite necessary so that economy could grow
and develop. As per my view it would be easy for all people of Perth to take up the public
transportation this could be reducing their time and cost of petrol or fuel and lower down in
traffic problems.

REFERENCES
Books and Journals:
Argent, N. (2017). Heading down to the local? Australian rural development and the evolving
spatiality of the craft beer sector. Journal of Rural Studies.
Binns, T., & Nel, E. (2018). Putting “Developmental Local Government” into Practice: The
Experience of South Africa’s Towns and Cities. In Local Economic Development in the
Changing World (pp. 37-55). Routledge.
Bramham, P., Henry, I., & van der Poel, H. (2017). Leisure and urban processes: critical
studies of leisure policy in Western European cities. Routledge.
Buchmann, A. (2017). Insights into domestic horse tourism: The case study of Lake Macquarie,
NSW, Australia. Current Issues in Tourism. 20(3). 261-277.
Dai, L., Wan, L., & Wu, B. (2017). How to improve rural tourism development in Chinese
suburban villages? Empirical findings from a quantitative analysis of eight rural tourism
destinations in Beijing. Area. 49(2). 156-165.
Duarte Alonso, A., & Nyanjom, J. (2017). Local stakeholders, role and tourism
development. Current Issues in Tourism. 20(5). 480-496.
Qian, C., Sasaki, N., & Shivakoti, P. G. (2017). Local livelihood under different governances of
tourism development in China–A case study of Huangshan mountain area. Tourism
Management. 61. 221-233.
Online:
City of Perth. 2018. [Online]. Accessed through: <https://www.visitperthcity.com/>.
Local Government and Tourism. 2018. [Online]. Accessed through:
<http://walga.asn.au/getattachment/Policy-Advice-and-Advocacy/Community-
Development/Tourism-and-Economic-Development/Local-Government-and-Tourism-
Discussion-Paper.pdf.aspx?lang=en-AU>.
Marketing. 2018. [Online]. Accessed through: <https://www.tourism.wa.gov.au/About
%20Us/Our%20organisation/Our-role/Pages/Marketing.aspx#/>.

Top 10 family attraction in Perth. 2018. [Online]. Accessed through:
<https://www.westernaustralia.com/en/things_to_do/must_do_and_top_10/Pages/
Top_10_Family_Attractions.aspx#/>.
WA Local Government Areas. 2018. [Online]. Accessed through:
<https://data.gov.au/dataset/wa-local-government-areas-psma-administrative-boundaries>.