Tourism and Hospitality in Western Australia: Market Analysis Report

This report offers a comprehensive analysis of the tourism sector in Western Australia, examining current market trends for both international and domestic tourists. It delves into the flow of visitors, highlighting key purposes such as holidaying and visiting friends and relatives (VFR), and identifies major source markets including the UK, Singapore, and various Asian countries. The report reviews state and national planning documents, including the State Planning Strategy and the initiatives of Tourism Western Australia (Tourism WA), which aims to boost tourism expenditure and promote partnerships between the public and private sectors. Furthermore, it provides detailed destination backgrounds of Freemantle and Rottnest Island, exploring their attractive sites, tourism resources, and infrastructure. The analysis includes a survey of the existing situation, covering accommodation, attractions, and the sustainable practices implemented on Rottnest Island, such as water and energy conservation efforts. The report also highlights the government's marketing campaigns and investments in infrastructure, such as the Perth Stadium, to enhance the tourism appeal of Western Australia. This report is a valuable resource for understanding the dynamics and future prospects of tourism in the region.

Tourism and Hospitality 1
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)