Annual Report 2001-2002 - Tourism Western Australia - The ...

GOVERNMENT OF 

WESTERN AUSTRALIA 

W A 

Western Australian 

Tourism Commission 

Wester Western n Australian Australian Tourism Tourism Commission Commission 

ANNUAL 

REPORT 

2 0 0 1 - 2 0 0 2

Tourism: 

A 

Natural 

Part 

of 

our 

Future 

ANNUAL 

REPORT 

2 0 0 1 - 2 0 0 2 

Message To The Minister 

Contents 

Page 

To the Honorable Clive Brown MLA 

Minister for Tourism 

It is my pleasure that, in accordance with the 

requirements of section 62 of the Financial 

Administration Audit Act 1985, I hereby submit for 

your information and presentation to Parliament, 

the Annual Report of the Western Australian 

Tourism Commission for the year ended 30 June 

2002. 

The Annual Report has been prepared in 

accordance with the provisions of the Financial 

Administration and Audit Act 1985. 

Alan Mulgrew 

CHAIRMAN 

Western Australian Tourism Commission Board 

30 August 2002 

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i. Vision, Mission and Commitment 3 

- Vision, Mission and Values 

- Chairman’s Year in Review 

- Chief Executive’s Report 

ii. Report on Operations 9 

- 2001-2002 Operating Environment 

- Outcome 1.0 - Promotion of Western 

Australia as a Tourist Destination 

1.1 Destination Marketing 

1.2 Event Tourism 

1.3 Convention and Incentive Travel 

- Outcome 2.0 - An Enhanced Tourism Industry, 

Infrastructure and Product Base 

2.1 Industry Development 

2.2 Visitor Servicing 

- Output and Outcomes 

- Output Performance 

iii. Corporate Support, Structure 

and Governance 33 

- Clear Planning and Direction 

- WATC Board of Commissioners 

- WATC Advisory Councils and Committees 

to Commissioners 

- Appropriate and Timely Information 

- Sound Resource Management 

- Adequate Controls 

- Compliance Statement 

- Appendices 

iv. Key Performance Indicators 

and Financial Statements 47 

Wester Western n Australian Australian Tourism Tourism Commission Commission Annual Annual Report 2001-2002 Report 2001-200202

V i s i o n , 

M i s s i o n 

a n d 

C o m m i t m e n t 

Contents 

Page 

Swan Bells, Barrack Square, Perth 

i. Vision, Mission and Commitment 

- Vision, Mission and Values 4 

- Chairman’s Year in Review 5 

- Chief Executive’s Report 6 

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Western Australian Tourism Commission 


Wester n Australian Tourism Commission Annual Annual Report Report 2001-2002 2001-200202 

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Vision, Mission and Values 

Values 

The Commission is committed to performance 

excellence, in partnership with the industry. Our core 

values underlying this commitment are: 

Trust 

> We communicate freely, honestly and fairly. 

Vision 

Perth Skyline and Swan River from Kings Park 

Effectiveness and Openness 

> We provide an open and positive working environment in which everyone can 

perform his or her tasks effectively. 

To create an effective partnership between the private 

sector and government to make tourism a premier 

industry for Western Australia. 

Cooperativeness 

> We achieve results through hard work at all levels. 

Innovation 

> We initiate changes and innovation in order to enhance our performance. 

Mission 

To accelerate the sustainable growth of the tourism 

industry for the long-term social and economic benefit 

of the State. 

Motivation 

> We encourage, deliver and acknowledge excellence in all aspects of our 

operation. 

Customer Focus 

> We are committed to service excellence exceeding expectations. 

Respect 

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Annual Report 2001-200202 

Wester n Australian Tourism Commission Annual Report 2001-2002 

> We are accountable for the funding and resources invested in us.

Chairman’s Year in Review 

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The Western Australian Tourism Commission achieved 

significant results during a year in which the tourism 

industry faced extraordinary and unprecedented 

challenges. 

The September 11 attacks in New York followed by the Ansett collapse, just 

three days later, presented the industry with a catastrophic and potentially 

crippling blow. The Western Australian Government, Western Australian 

Tourism Commission (WATC) and Tourism Council Western Australia (TCWA) 

responded quickly. Intrastate, interstate and international tourism offices 

developed strategic marketing strategies to accelerate a recovery. 

While some areas of tourism are still experiencing difficulties, the industry can 

look forward to strong opportunities for growth over the medium to longer term, 

stimulating new investments and creating new job opportunities, especially in 

regional Western Australia. In environmentally sensitive areas, tourism can 

also help neutralise land and resource use conflict by offering sustainable 

alternatives. 

The Tourism Forecasting Council expects about 10.4 million people a year to 

visit Australia by 2012, double the current number of visitors. It is important 

that strategies are implemented to ensure WA has the infrastructure necessary 

to meet this demand. Areas that need to be addressed are accommodation, 

transport, roads and energy and resource consumption. To achieve this goal, it 

will be necessary to cement relationships between the WATC and tourism industry 

partners as well as the broader business community. 

In line with State Government policy and industry directions, the WATC is 

developing product that meets future tourism needs. The increased interest 

in nature-based attractions is important and it is Western Australia’s rich biodiversity 

and pristine eco-systems that set it apart and provide the scope for 

product differentiation. The State is now well positioned to establish itself as a 

world-premiere nature-based holiday destination with a diversity of product and 

attractions. 

Air access continues to be a high priority for tourism in Western Australia, 

particularly following the collapse of Ansett and the impact of September 11. 

The State Government, WATC and the tourism industry have worked with Qantas 




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to retain direct non-stop services from Japan and introduce direct services from 

Paris and Rome to Perth. The WATC played a major role in securing Emirates 

by actively encouraging the airline to introduce a new four day a week non-stop 

service from Dubai to Perth. 

Domestic air capacity has been gradually increased with Qantas adding many 

new services to both interstate and regional networks. WATC has worked closely 

with Virgin Blue to encourage its entry into the State with services from Adelaide, 

Melbourne and, more recently, Sydney. QantasLink and Skywest have now added 

new intrastate services on routes previously operated by Ansett. 

Notwithstanding these increases, it is imperative for the ongoing viability and 

growth of tourism in Western Australia that every effort is made to increase 

international and domestic seat capacity. 

2001-2002 was the second year of the Partnership 21 five-year strategic plan. 

A review of the strategy is underway to ensure the Commission’s plan for the 

growth of tourism meets the demands of Government, industry and the Western 

Australian community. 

This review is particularly important as it will provide a knowledge platform 

from which the Commission can develop, implement and measure initiatives 

and resource usage. The review outcomes will encompass the full spectrum 

of Commission responsibilities. This involves closer working partnerships with 

regions, government agencies, major events and the convention industry. 

I would like to express my sincere appreciation of the contribution made by the 

Board and Advisory Council members during 2001-2002. 

On behalf of the Board, I would like to thank the management team, staff and 

contractors of the Commission. The WATC’s ability to achieve significant results 

in such a difficult environment is directly due to the professionalism, dedication 

and commitment demonstrated by the Commission team during the past year. 

Alan Mulgrew 

CHAIRMAN 

30 August 2002

Chief Executive’s Report 

Unfortunately, the State is still suffering the effects of the downturn in international 

tourism as a result of September 11, 2001. The International Visitor Survey statistics 

produced by the Bureau of Tourism Research for the period September 2001 to 

March 2002 indicate that Western Australia is not recovering as quickly as most other 

Australian States/Territories. However in contrast to the International Visitor Survey, 

the number of international visitor arrivals (non-Australian passports) reported through 

Perth International Airport since February 2002, is returning to the same levels as in 

the previous 12 months. 

Overall, Western Australia appears to be back on track to meet forecast increases in 

tourism of around seven per cent a year over the next 10 years. 

Ocean Park near Denham, Shark Bay 

This year’s Annual Report reveals that 2001-2002 was a 

year of achievement and change. 

The Western Australian tourism industry and the WA Tourism Commission have 

emerged from a tumultuous year in which we have all battled extraordinary odds 

and prevailed. 

The impact of the September 11, 2001 attacks and the Ansett collapse struck at the 

heart of our tourism industry but the most recent figures show that we are fighting back 

successfully by doing what we know best - promoting Western Australia and all that it 

has to offer to tourists worldwide. 

While the impact of the crisis is continuing to be felt by many operators, the outlook 

is positive. 

Preliminary figures for the six months to March 2002 indicate that domestic tourism 

generated an additional $161 million for Western Australia and the tourism industry 

over the previous year. This is a result of increased domestic visitor numbers of 19 

per cent in the six months to March 2002. Importantly the number of nights visitors 

stayed in Western Australia also increased significantly in this period; 10 per cent on 

the same time for the previous year. 

The Western Australian Tourism Commission responded positively to the crisis while still 

implementing fundamental changes in its operations. Staff jobs, functions and activities 

were all re-evaluated through an internally managed structural review. 

The new structure places more emphasis on the development of closer working 

relationships with key industry partners, improving communication, achieving greater 

cooperation with the tourism industry, keeping abreast of market and product trends, 

advances in the use of technology, and providing the framework for Western Australian 

Tourism Commission staff to be more proactive rather than reactive. 

Western Australia’s markets have become more diverse and complex and the need to 

develop innovative, holistic marketing strategies is critical as more and more destinations 

join the chase of the tourist dollar. 

Developing tourism by exploiting its potential in sectors not traditionally seen as part 

of the tourism industry is one of the most significant changes. 

The Western Australian Tourism Commission will develop closer working relationships 

with other government agencies, State, Federal and local government and with a 

diversity of business and community organisations, to build better tourism product in 

WA. 

The year has also seen an almost total change in the WATC’s Board with seven of the 

eight members of the Board newly appointed this year. On behalf of the WATC, I would 

like to thank the outgoing board members for their support, guidance and contribution. 

I also welcome to the organization the new board who bring an eclectic mix of high 

level skills, knowledge and experience. 

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Wester n Australian Tourism Commission Annual Report 2001-2002

Chief Executive’s Report 

Just as the tourism industry is now well placed to counteract the impacts of the events 

of the past 12 months, so the Western Australian Tourism Commission is now ready to 

meet the demands of an evolving tourism industry. 

I applaud the extraordinary effort put in by all staff at the WATC over the past 12 months 

to assist the Western Australian tourism industry in rising to and meeting the unique 

and multiple challenges that they have had to face. 

Richard Muirhead 

CHIEF EXECUTIVE OFFICER 


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Report 

on 

Operations 

Contents 

Page 

Crossing Pool, Millstream-Chitchester National Park, 

Pilbara 

ii. Report on Operations 

- 2001-2002 Operating Environment 10 

- Outcome 1.0 - Promotion of Western 

Australia as a Tourist Destination 12 

1.1 Destination Marketing 12 

International Marketing 12 

National Marketing 14 

General Marketing 14 

Research and Analysis 16 

1.2 Event Tourism 18 

1.3 Convention and Incentive 

Travel 21 

- Outcome 2.0 - An Enhanced Tourism 

Industry, Infrastructure and 

Product Base 22 

2.1 Industry Development 22 

2.2 Visitor Servicing 24 

- Output and Outcomes 26 

- Output Performance 27 

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Wester Western n Australian Australian Tourism Tourism Commission Commission Annual Annual Report 2001-2002 Report 2001-200202 

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Report on Operations 

2001-2002 Operating Environment 

Initially, campaigns focused on the critical intrastate market, which represents about 70 

per cent of business for most WA operators. Opportunities have also been developed 

interstate and internationally. Both these market segments remain volatile. 

Airline access and airfares continue to be a major issue. Through the efforts of the 

State Government, the WATC and industry, we were able to convince Qantas to retain 

its non-stop Tokyo/Perth route. Emirates introduced four direct non-stop services 

per week from Dubai to Perth. The WATC is part of the State Government Strategic 

Aviation Committee reviewing Western Australia’s air transport issues and policies. 

This committee worked with Qantas to secure new direct 747 services from Rome 

and Paris to Perth. 

Sandboarding near Lancelin 

There were several major issues that had a significant 

impact on the Western Australian Tourism 

Commission’s (WATC) operating environment during 

2001-2002. 

The terrorist attacks on the World Trade Centre on September 11 affected tourism 

worldwide. Three days later, Ansett and its regional subsidiary Skywest were 

grounded. Capacity into Western Australia from the major east west trunk routes 

more than halved and air access to the State’s regional centres virtually ceased. 

The State Government and WATC acted swiftly. The Government allocated $5 million in 

crisis funding for new promotional and marketing activities that would assist the tourism 

industry through the crisis. Remarkably, signs of recovery are beginning to show in the 

domestic market. Whilst intrastate tourism increased by an unprecedented 14 per cent 

in the 12 months to March 2002, there was a decline in interstate tourists of 7.9 per cent, 

or 77,000 visitors in the 12 months to March 2002. Internationally, Western Australia 

is yet to return to the numbers of international visitors it enjoyed prior to September 11 

and the collapse of Ansett. 

The majority of the crisis funding has been allocated with a number of initiatives still 

to run in 2002-2003. 

Domestically air capacity has gradually increased with Qantas adding many new 

services from Brisbane, Sydney and Melbourne to Perth, as well as two permanent 

737 aircraft operating services to Broome, Karratha, Kalgoorlie and Darwin. Skywest 

recommenced regional air services one week after the original grounding of Ansett 

in September. Both QantasLink and Skywest covered routes previously serviced by 

Ansett. The WATC also worked closely with Virgin Blue to encourage their entry to the 

Perth market from Adelaide, Sydney and Melbourne. Work is continuing with Skywest, 

Qantas and QantasLink to increase services for remote regional areas, particularly the 

North West of the State. 

The loss of Ansett services to and within Western Australia has had a significant impact 

on tourism to the State. While Qantas has worked hard to restore seat capacity to 

levels experienced prior to September 14, the State has lost the benefit of competitively 

priced seats available on a regular basis that resulted from carriers competing for 

market share. 

Work will continue with domestic and international airlines, Westralia Airports 

Corporation and the Department of Planning and Infrastructure to develop additional 

direct international air services from high priority regions including Japan, Malaysia, 

Taiwan, Peoples Republic of China and the Middle East. 

Global tourism uncertainty continues to present some issues for the local industry. The 

WATC has broadened its marketing scope to encompass changes in travel patterns 

and develop new opportunities in future and emerging markets. 

Nature based/Eco tourism has an exciting future. The World Tourism Organisation has 

predicted that over the next 10 years demand will increase substantially for destinations 

that offer a unique and interactive nature-based tourism experience. Western Australia 

is promoted in all markets as a premier nature-based tourism destination offering a 

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2001-2002 Operating Environment continued 

safe, friendly holiday environment. This orientation is being pursued in harmony with 

the State’s traditional tourism attractions, including heritage and industrial tourism. 

A number of product niches are being developed under the umbrella of sustainable 

tourism including culture, indigenous tourism, education, health, sport, wine and food, 

navy/cruising, forestry, backpackers, dive and drive. 

Competition for event-based tourism intensified in 2001-2002 with many countries and 

cities devoting increased resources to attracting events. This continues to be a major 

focus for Western Australia with sporting events that showcase the State and enhance 

its image in our core markets. The WATC actively pursues major events to attract 

additional visitors and provide economic benefit to the State. 

Western Australia is also expected to attract an increasing share of the conference 

market and, in particular, the incentive market as family friendly destinations take 

precedence over exotic adventure destinations, particularly post September 11. 

Opportunities have expanded in the Meetings, Incentive Conventions and Exhibitions 

(MICE) sector with the commencement of the construction of the new Perth Convention 

and Exhibition Centre and increased capacity at the Burswood International 

Resort Casino, allowing Western Australia to bid for larger scale conferences and 

exhibitions. 

> Land Tax: There have been big increases in the valuation on unimproved land at 

caravan parks and resorts in some shires impacting on both the price to the end 

users and in some cases, the viability of operators. 

> Tourism and Pastoral Leases: Access by tourist operators across pastoral leases 

can impact on the lessee’s right to quiet enjoyment of their property and restricts 

the use of some sections of the lease. The terms of tenure for use of the land 

under pastoral leases needs to be assessed under criteria that considers favourable 

economic use and future public interest. 

> Airline Seats: With the demise of Ansett, Western Australia lost some of the 

benefits of competition through competitively priced seats. Whilst seat capacity 

has increased, tourism depends on freely available competitive priced seats which 

are still short of levels provided 12 months ago. 

> Regional Aviation: Access to adequately priced Regular Passenger Transport 

services for remote and regional tourism destinations continues to be a huge issue 

for tourism in terms of both developing new product and the viability of existing 

product. 

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All WATC campaigns will be jointly promoted through the WATC’s website 

(www.westernaustralia.net) and, where appropriate, the Virtual Call Centre to capitalise 

on the growing use of the internet as a marketing tool. The website will continue to be 

developed as an integral marketing and promotional medium for the State. 

Western Australian tourism product will also gain greater on-line exposure at both a 

national and international level through the introduction of the Australian Tourism Data 

Warehouse and its links with the WA Tourism Network. 

Other issues include: 

> Public Liability Insurance: Big increases in public liability insurance premiums 

are affecting the commercial viability of many tourism businesses. 

> GST on strata title accommodation developments: GST on these developments 

is levied twice, once on the sale of the strata unit and again on the daily tariff charged 

for short term occupancy. This is a dis-incentive to investors and has resulted in a 

reduction of strata title accommodation developments in Western Australia. 




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Outcome 1.0 - Promotion of Western Australia as a Tourist Destination 

Key Output Area 1.1 

Destination Marketing 

Objective 

The WATC promotes Western Australia as a desirable holiday destination in the core 

and emerging markets domestically and internationally. 

Key Output Description 

The WATC works with industry to devise and implement campaigns to increase 

consumer and trade awareness of WA as a desirable destination. 

Objective 

Ancient Empire Walk, Walpole-Nornalup National Park 

Strong alliances have been formed with transport providers, Regional Tourism 

Associations and other relevant organisations. 

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To promote Western Australia as an attractive tourist, event, and convention and 

incentive travel destination within Australia and overseas. 

Outcome 

> promotion of Western Australia, the destination, tourist facilities and services, in 

conjunction with the tourism industry, and the provision of a public information and 

booking service; 

> identification, securing and management of special event opportunities and 

promotion of Western Australia as a venue for national and international events; 

> identification and securing of convention and incentive opportunities and the 

marketing of Western Australia as a destination for conventions and incentive 

travel programs. 




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Major Achievements In 2001-2002 

At the request of the WATC and Tourism Council Western Australia, the State Government 

made available $5million in crisis funding to counter the effects of Ansett’s collapse and 

the September 11 attacks on Western Australian tourism. 

International 

> Evolution of the Brand WA campaign based on extensive field research resulted in 

new creative featuring the positioning line ‘Western Australia. Be touched by nature’. 

The new creative was rolled out in three major campaigns in the core markets of 

the United Kingdom, Singapore and Malaysia in the second half of 2002. 

> The WATC re-entered the New Zealand market with a major brand campaign 

supported by the ATC, Air New Zealand and two principal wholesalers. The 

campaign was based on the outcomes of ATC research which identified opportunities 

for WA in this significant outbound market. 

> The WATC launched its Brand WA campaign in Malaysia in March 2002. The 

campaign adopted a press led strategy and for the first time included bold electronic 

billboard advertising in high traffic Kuala Lumpur locations. The campaign also ran 

in Johor Bahru and Penang.


Outcome 1.0 - Promotion of Western Australia as a Tourist Destination continued 

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> The WATC participated for the first time in the ATC Arab Travel Mart and the Emirates 

Holiday Brochure Launch in Dubai. These events were part of the build up to the 

inaugural flights from Dubai to Perth with Emirates. The WATC also participated in 

an industry Roadshow throughout the Gulf Region aimed at building trade awareness 

of the State’s tourism product. 

> In Singapore, the Brand WA campaign which launched in February 2002 took an 

innovative approach using the Mass Rapid Transit (MRT) rail system as a promotional 

vehicle. Other components included press (newspaper) and a 52 page magazine 

supplement. 

> The WATC participated in a AUD$1.56M cooperative advertising campaign in Japan 

in partnership with the ATC, Qantas and key Japanese wholesalers. The aim was 

to stimulate traffic to Perth during the trough period of April, May & June. WATC 

Japan also partnered Singapore Airlines and wholesalers in Western Japan. Some 

50 newspaper advertisements were placed over the life of the campaign promoting 

tour departures from February to September. 

> A seven week WATC sub-brand campaign was undertaken in Hong Kong with the 

ATC. The campaign involved 12 full-page colour advertorial style ads and Brand 

WA MRT posters at selected subway stations. 

> The WATC launched the Japanese language website www.westernaustralia.or.jp. 

> Participated in major consumer fairs including: NATAS (National Association of 

Travel Agents) and MATTA (Malaysia Association of Tour & Travel Agents) Fairs, 

Boot (Duesseldorf Dive Show). 

> Participation in the Japan Australia Mission (JAM) with a record number of WA 

suppliers and the Australian Tourism Exchange (ATE) where 48 individual tourism 

operators participated. 

> Implementation of international crisis marketing activities in core and emerging 

markets has to date generated in excess of 10,000 passengers contributing over 

A$8.6 million in incremental business for the State. 

> In July 2001, the WATC played a significant role in convincing Qantas Airways to 

maintain its 3 x weekly direct non-stop air services between Tokyo and Perth. WATC 

Japan developed and undertook a range of marketing activities aimed at further 

stimulating traffic on this route. An additional $170K of WATC funds was allocated 

towards this activity. New initiatives included the launch of a Japanese language 




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trade newsletter and inaugural East Coast Sales Mission in 2001 targetting major 

inbound operators. 

> Launch of the concept “Australia’s Dolphin Coast” in the Japanese marketplace. 

> In conjunction with CALM the development and introduction of a nature based CD- 

ROM featuring State and Regional attractions and seasonal activities. 

> Development of a CDROM showcasing Western Australia as a viable Cruise 

destination. The CD-ROM was distributed at Seatrade Miami February 2002 and 

well received by the major international Cruise Ship companies. 

> Production and distribution of a five-minute video presentation promoting Perth/ 

Fremantle as a prime Liberty Port for visiting US Navy ships. 

> The WATC appointed PR Agencies in London and Munich to capitalize on the 

growing media interest in nature based tourism, to strengthen WATC media relations 

and to develop cost effective opportunities to position WA as Australia’s premier 

nature-based tourism destination. 

> The WATC hosted 148 international and domestic media visits to the State in 

2001-2002 involving over 436 participants. Increased demand from the media for 

WA itineraries, a strengthening of the relationship with the ATC Visiting Journalist 

Program and the appointment of PR agencies in market reinforces the media 

familiarisation program as an integral component of the Commission’s marketing 

communication activities. High profile media included Guangzhou TV with Chinese 

diving Gold medalist Ms Fu Ming Xia, City Network TV (Singapore) and Channel 

12-TV Tokyo. 

> Trade Awareness - The WATC hosted 44 key trade visits to the State in 2001-2002 

involving some 350 participants. The WATC also hosted more than 80 influential 

inbound tour operators to its annual Inbound Tour Operators’ Workshop (ITOW) in 

August. 

> Supported by a record number of Western Australian sellers, the 2001 ITOW was 

rated the best ever by the industry and one of the best trade shows in Australia. 

The ITOW (a WATC initiative) has evolved to be one of the principal trade activities 

for industry on the annual inbound tour calendar. 

> WA was appointed as the host State for the 2003 ATEC Symposium and Workshop. 

This followed the submission of a high quality bid from the WA tourism industry, 

coordinated and funded by the WATC to host this major travel trade event.



> Extensive consumer and trade research on the outbound tourism potential of 

the United Arab Emirates and South Africa markets was presented to industry in 

February 2002 highlighting both markets as potentially lucrative markets for WA. 

National 

> As part of the State’s Crisis Marketing initiatives the WATC launched the $100 

Million Holiday Sale campaign. The focus of the campaign was the production and 

distribution of a 72-page statewide catalogue promoting WA holiday getaways for 

West Australians. The catalogue launch was supported by an integrated advertising 

campaign in the intrastate market comprising press, radio, television and billboard 

advertising. 

> A cooperative advertising campaign involving print and television advertising was 

launched in Sydney, Melbourne and Adelaide mid-November promoting value priced 

consumer packages. 

> A series of five television commercials specifically targeting the intrastate market 

were developed in consultation with the Regional Tourism Associations and launched 

in January 2002 as part of the State’s new Brand WA marketing creative. The suite 

of five commercials has been the cornerstone of all Intrastate campaigns. 

> Three television commercials were also produced for use in the interstate market 

featuring unique WA nature based holiday experiences. These commercials were 

aired in a two-week campaign in April-May 2002 in Brisbane, Sydney, Melbourne 

and Adelaide. Both the interstate and intrastate commercials adopted the positioning 

line ‘Be touched by nature’. 

> From the Government’s $5 million Crisis Funding allocation, a pool of $500,000 was 

made available for new marketing and promotional activities through the State’s 10 

Regional Tourism Associations. Another $50,000 was allocated for similar initiatives 

in the metropolitan area. The Kimberley region, hardest hit as a result of lost air 

access, received an additional $250,000 for marketing and promotion. 

> Qantas provided significant support to Western Australia after the collapse of 

Ansett, by increasing air capacity on interstate and regional routes. Virgin Blue 

began flying to Perth in December 2001 with daily services from Melbourne and 

Adelaide. Sydney-Perth daily services commenced on 18 June 2002. The arrival 

of Virgin Blue marked two years of strategic negotiation by the WATC. 

> The State Government’s new WA Regional and Rural Marketing Assistance Scheme 

(WARRMAS), which makes available $2 million over four years to regional Western 

Australia for marketing initiatives in accordance with established guidelines, was 

managed by the WATC. A total of $386,500 was allocated in 2001-2002. 

> A total of 28 travel agents in Queensland, NSW, Victoria, ACT, and South Australia 

– all specialising in Western Australia - have been appointed as Booking Centres in 

the WA Tourism Network. Consumer inquiries received through the WATC’s Virtual 

Call Centre will be redirected to these agents. Trade familiarisation, educational 

seminars and special promotions will be arranged to develop their product 

knowledge. 

> The WATC secured a deal with Channel 9’s award winning lifestyle program, 

“Postcards WA”, to produce a series of ‘nature’ based stories for inclusion in the 

show over 12 months. The stories feature nature-based packages developed by the 

WATC, nature-based destinations and nature tourism product provided by operators. 

Under the terms of the arrangement, Postcards WA is also aired weekly on WIN 

TV, and Channel 9. 

General Marketing 

> Online Marketing: An innovative web-based competition, VideoclipsWA.com, 

was launched in May 2002 encouraging internet users and tourists to create a 30- 

second video clip of their WA holiday. The best monthly entry wins a digital video 

camera and the grand prize for the best overall entry will receive state-of-the-art 

video equipment and a travel prize. 

> Value of Tourism Campaign: An 11-month campaign to educate Western 

Australians on the value of tourism was launched by Tourism Minister Clive Brown 

at Lockridge Senior High School in May 2002. The campaign targets schools and 

the general public on the role of the tourism industry as a major economic driver 

for the WA economy. 

> Corporate Website: The corporate website www.tourism.wa.gov.au was launched 

in August 2001 as a resource for consumers, media, government and the tourism 

industry on the role, functions and activities of the Western Australian Tourism 

Commission. 

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Plans For The Future 

Partnership 21 

The newly appointed Board of the WATC initiated a major review of Partnership 21. It 

is likely that Partnership 21 will continue to be the vehicle to drive change and improve 

effectiveness of strategies for the WA Tourism Industry. The 5 year plan, once reviewed, 

will provide the industry with a clear direction and sound platform from which to go 

forward. It is proposed that the revised plan will have greater relevancy for industry 

operators, sectors and tourism related stakeholders. 

Western Hemisphere 

> The WATC will continue to develop marketing strategies aimed at broadening 

consumer and trade awareness of Western Australia in the State’s core markets of 

the United Kingdom and Germany. The WATC is reviewing consumer strategies for 

Brand campaigns in the United Kingdom with the aim of leveraging major partner 

activity including the Australian Tourist Commission’s Brand Australia campaign. 

The UK Brand campaign remains the WATC’s major advertising activity in-market 

for 2002-2003. 

> Adopt an aggressive PR strategy to underpin cooperative marketing activities with 

strategic partners in the new and emerging markets of Italy, the Netherlands, Ireland, 

Switzerland, Scandinavia and France. 

> Market development strategies focusing on the trade will continue in the emerging 

markets of South Africa, the Arab Gulf and New Zealand. 

> The WATC will continue to develop on-line marketing opportunities where possible 

to facilitate cost effective marketing campaigns for the Commission and industry. 

> The Western Hemisphere marketing team will work to strengthen relationships 

with strategic partners such as the ATC, Qantas, Singapore Airlines, Emirates and 

influential wholesalers to develop opportunities for joint marketing campaigns. 

> Identify and develop cross promotional opportunities with other government 

agencies and no-traditional marketing partners in areas such as education and 

cultural tourism. 

Eastern Hemisphere 

> Brand WA will remain the cornerstone of campaigns in the core markets in Singapore, 

Malaysia and Japan and the emerging Hong Kong and Chinese markets. 

> An important ingredient in all campaigns will be to reinforce Western Australia’s 

positioning as a leading nature-based tourism destination. 

> Strong relationships will continue to be developed and redefined with key regional 

airlines including Qantas, Singapore Airlines, Malaysia Airlines and Cathay 

Pacific. 

> Marketing campaigns have been well supported with funding contributions from 

industry partners in 2001-2002. The WATC will aim to deliver a sustainable level of 

growth in this area in 2002-2003. 

> Increased promotion of Western Australia using the websites, 

www.westernaustralia.net and www.westernaustralia.or.jp (the WATC’s Japanese 

language site). 

> Increase media exposure for the State by hosting influential journalists and securing 

the talents of celebrities as hosts or storytellers. 

> Introduce more efficient and effective methods to increase the amount of Chinese 

language material available for distribution in North Asia. 

> Ensure a strong WA tourism industry presence at the Japan Australia Mission 

2003. 

> Work in collaboration with the ATC to research and identify niche markets and core 

target segments to assist with planning cooperative brand and tactical marketing 

campaigns. 

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Cross Hemisphere Marketing 

> Rising media costs and volatile foreign exchange rates mean the WATC must 

continue its aggressive and targeted media campaigns in 2002-2003 to ensure 

brand awareness remains high. 

> The WATC will maintain its high profile at international consumer and trade shows 

and continue to work with industry to ensure appropriate Western Australian product 

is represented under the Brand WA banner. 

> The WATC will review the Market Performance Assessment Formula during 2002- 

2003 to ensure the most up-to-date and effective marketing model and forecasting 

methodology is used. 

> Increased emphasis will be given to developing a sophisticated and informative 

consumer website. 

> The WATC will actively pursue negotiations with international airlines to ensure that 

adequate air capacity levels are prioritised and where possible, increased. 

Australia 

Key activities to be undertaken by Australia Marketing include: 

> Continuing negotiations with domestic airlines to ensure that adequate air capacity 

levels are maintained and, where possible, increased. Australia Marketing will 

also present joint marketing initiatives to domestic airlines to consolidate our 

relationship. 

> In 2002-2003 Australia Marketing will formalise partnerships with strategic industry 

partners and wholesalers. It is envisaged that these new alliances will generate 

increased incremental business for the State through targeted co-operative tactical 

advertising. 

> Australia Marketing, in conjunction with the Regional Tourism Associations, will drive 

Brand WA campaigns delivering and consolidating the “holiday at home” message 

in the intrastate market. 

> The 2002-2003 Winter Breaks campaign will be rejuvenated with a new focus on 

experiences. The Southern Forests will be featured heavily in this campaign. 

> Trade advertising, trade and media familiarisation opportunities will continue to be 

sourced and developed to ensure travel agents and media are aware of WA as a 

premier holiday destination. The media exposure will be enhanced by a substantial 

upgrade in the quality and selection of photographic, digital and video material 

available through the image library. 

> Support for the WA Tourism Network, country Visitor Centres and a continued 

emphasis on developing new marketing initiatives for regional Western Australia 

through funding programs such as WA Rural and Regional Marketing Assistance 

Scheme will be a priority for Australia Marketing. 

> In 2002-2003 niche product development and distribution, in particular, wine and 

food tourism, caravanning and camping sector, self drive market and cultural tourism 

will emerge as key drivers of business into Western Australia. 

Research and Analysis 


Customised Enquiry Service - Research data, analysis, library resources and market 

research services were provided on a consultancy basis for clients, including existing 

operators, consultants, tourism researchers and people considering entry into the 

tourism industry. 

Online distribution of research - The Research Brief on Tourism publication was made 

available to industry on the WATC corporate website. An interactive database-driven 

application (Tourism Research DataCase) was also launched to provide an alternative 

means of obtaining research at a State and regional level. 

Publications - 28 research publications were maintained throughout the year, 

providing industry with access to a broad range of valuable destination and tourism 

market information. Current publications include the Research Brief on Tourism, 

Local Government Area Reviews, Regional Tourism Research Reviews and Touristics 

magazine. 

National Visitor Survey (NVS) and International Visitor Survey (IVS) - The Bureau 

of Tourism Research (BTR) conducts visitor surveys and publishes national and state 

results. The WATC developed and published a State Review and Regional Research 

Reviews that detail BTR domestic tourism information. 

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In-house Research Projects 

The WATC conducted several in-house research projects on public liability, product and 

infrastructure and the impact of land tax valuation. 

> Public Liability Insurance: 116 adventure tourism operators took part in a survey 

to determine the impact on increasing premiums on their business. Information was 

collected on previous and existing insurance policies and their response to the 

increasing costs. The final report was widely distributed. 

> Product and Infrastructure Gap Review: Qualitative research was conducted with 

25 key operators to understand product or infrastructure gaps. The results enabled 

the WATC to further develop its strategic and regional plans. 

> Land Tax Valuation Research: Operators in Busselton were canvassed to 

determine the effect and impact of significant increases in land tax on caravan 

park and resort operators within the Shire of Busselton. 

Commissioned Research Projects 

The WATC commissioned several research projects, including: 

> Tourism Activity Barometer. This was established to deliver an instant outlook 

of the State’s tourism industry trends and future patterns. 

> Brand WA Campaign Evaluations (UK, Singapore, Malaysia). Commissioned 

research to monitor the effectiveness of the Brand WA campaigns in selected key 

markets. 

> WATC also contributed funding to several ATC commissioned research projects, 

including New Zealand Product Experience, UK Barriers and Japan Product 

Experience research. 

Cooperative Research - The WATC contributed $100,000 towards the Cooperative 

Research Centre (CRC) for Sustainable Tourism for WATC priority projects to be 

conducted and completed by participating universities by 2003. The WATC also 

cooperated with Edith Cowan University on a visitor satisfaction study. Cooperative 

efforts ensure that a greater amount and variety of tourism information is available. 

The WATC, with the help of CALM and WA universities, began compiling a database 

of all tourism related projects in WA. The database should increase communication 

and cooperation, improve knowledge and dissemination of Western Australian tourism 

information, better identify tourism experts in specific areas and avoid duplication of 

research. 

Economic evaluation of events - Working with economists, market research 

agencies, Department of Treasury and Finance and Australian academics to implement 

a methodology to calculate the economic impact of events. This will ensure wider 

acceptance of the results and greater comparability between events within Western 

Australia. 

Tourism industry education of market intelligence - A third module for the program of 

industry education seminars (known as Tourism Advantage) was developed – “Research 

Made Simple, the next step”. This module was developed as an application of regional 

research information and focused on applying information to business decision 

making. 

Market Performance Assessment Formula (MPAF). - Ranked the top 21 international 

markets for WA and commenced a review to improve the current forecasting model. 

This has involved building relationships and working with various stakeholders, including 

Australian Tourism Commission (ATC), BTR, University of Western Australia, Tourism 

Queensland and the Canadian Tourism Commission. 

Monitoring of Aviation News - A daily monitoring system was established that provides 

daily news on global and local aviation issues. 


Review of Winter Breaks - The Winter Breaks campaign has been running for 12 years 

with no major review. The WATC has started qualitative research among advertisers to 

determine the need for change. Consumer research is also being considered. 

Geographic Information System (GIS) - Reviewing potential uses of GIS within 

WATC. 

Niche markets - The backpacker market is the first niche market to be analysed to 

determine if travellers’ needs are being met. Other markets to be assessed include 

wine tourism, seniors, dive, arts/culture, caravanning. 

Tourism Health Index - To review all major existing data sources and determine if a 

Tourism Health Index can be developed to provide a fast and accessible summary. 

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Event Tourism 

Objective 

The Commission develops, attracts, supports and where appropriate manages events 

that are capable of generating substantial economic benefit, visitor expenditure and 

can cost-effectively market Western Australia nationally and internationally. 

The main functions of EventsCorp, the event tourism division of the Western Australian 

Tourism Commission, include: 

> Identifying, targeting and attracting suitable events of international significance that 

can be hosted in WA and then bidding for these events; 

> Developing contracts with event proponents to secure events for the State; 

> Establishing a calendar of regular events intended to boost the State’s image as a 

vibrant tourist destination and generate significant economic impact; 

> Ensuring that secured events are conducted according to contract or directly 

managed; 

> Working to gain maximum media exposure to promote WA via events; and 

> Working with tour wholesalers and specialist travel operators to generate tour 

packages and add value to events by generating incremental tourism business. 


EventsCorp supported events generated nearly $47million in economic impact in 

2001-2002 and also achieved the following: 

> A second Johnnie Walker Classic to be staged in February 2003 was secured. This 

is part of its five-year contract with IMG to deliver an international golf event. The 

Johnnie Walker Classic has never been held in the same location for two consecutive 

years before and is expected to generate $9 million for the State as well as extensive 

international and national television in WA’s target tourism markets. 

> A significant group in the Rugby World Cup for 2003 was also secured and includes 

five matches in eight days. The group features South Africa and England (both target 

tourism markets for WA) who will play in a blockbuster match on 18 October 2003. 

Details of the group were announced by the Premier in May 2002. The event is 

expected to generate $14.1 million for Western Australia. 

> Week 46 on the PGA Tour golf calendar was secured by EventsCorp under contract 

with PGA Tour Pty Ltd which means that the State owns this important week on 

the golfing calendar. This has been deferred to November 2003 when the Perth 

International will be played. 

> EventsCorp supported six regional events in 2001-2002 that generated significant 

visitor expenditure and profile for the regions. 

> EventsCorp signed contracts to support several other events including the Lacrosse 

World Championships in July 2002 and the Women’s Hockey World Cup in December 


> Rally Australia secured Telstra as naming rights sponsor for a further three years. 

> EventsCorp secured the Hyundai Hopman Cup for 2003 and 2004 with new event 

owners, the International Tennis Federation. 

In August 2001, the Rugby Union test match between South Africa and Australia was 

very successful because of the tourism product unit’s activities. Direct flights from South 

Africa were filled and the event generated 47 per cent more in visitor expenditure than 

the previous test match between the two countries. 

The WATC welcomed the City of Subiaco’s decision to approve the use of Subiaco 

Oval for the rugby test matches at the oval until 2005. An estimated $25 million will be 

generated for the WA economy by the five tests between 2001 and 2005. 

The Event Tourism Product Development output is aimed at adding value to events 

hosted in Western Australia by effectively developing their tourism potential. 

Note: One event was terminated in the 2001-2002 financial year – the Champions Cup, 

a cricket event owned and managed by the Western Australian Cricket Association. 

The Australian Cricket Board could not guarantee the continued sanctioning required 

by the WATC under its contract with the WACA and both parties decided the event was 

not able to deliver its required performance indicators. 

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Event 

New Events 

Est. Economic 

Impact 

International 

Television 

ARU Five-test programme $25.35 million Yes 

Hyundai Hopman Cup 

(2003 – 2004) 

$11.3 million Yes 

Red Bull Dirt Pipe $0.75 million Yes 

FIH Women’s World Cup Hockey $7.0 million Yes 

TOTAL 

$43.4 million 

Regional Events 

Event Location Region 

Avon Descent Avon Valley Heartlands 

Margaret River Wine Festival Margaret River region South West 

Mandurah Crab Fest Mandurah Peel 

Respect Yourself Forest Rally Busselton region South West 

Salomon Masters Margaret River South West 

*Steve Fossett Balloon Northam Heartlands 

* Note: Funding provided from Crisis funding but contract managed through Regional Event Scheme and EventsCorp. 

Event 

Telstra Rally Australia (international 

television contract extended to 2010) 

Perth International (contract managed as 

Johnnie Walker Classic) 

Rugby Union test match (contract secured 

and two matches in the one financial year 

managed) 

Salomon Margaret River Masters (funded 

through both Regional Events Scheme and 

EventsCorp) 

Regular Events 

Economic Impact 

$19.9 million 

per year 

International 

Television 

Yes 




Event 

Rugby Union Test Match Australia versus 

South Africa (August 2001) 

Events Hosted in 2001-2002 

Economic Impact 

Media Impact 

(international 

and national 

media) 

$9.57 million High 

Telstra Rally Australia $19.9 million High 

Goju Kai Karate Championships 

$1.0 million 

(est) 

Hyundai Hopman Cup (January 2002) $5.67 million High 

Johnnie Walker Classic (January 2002) $5.87 million Very high 

Nil 

Champions Cup (contract terminated 

due to lack of Australian Cricket Board 

sanctioning) 

TOTAL $36.09 million 

- - 

Salomon Margaret River Masters (April 

2002) 

Rugby Union match Australia versus NZ 

Maori 

$0.75 million 

(est) 

No analysis done 

Low 

Medium 

TOTAL $42.76 million 

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EventsCorp will seek ways of leveraging events to maximise their economic impact 

and potential to cluster visitor numbers in association with other tourism activities by 

working cooperatively with all sectors of the tourism industry. The economic impact 

for 2002-2003 is forecast to reach $51.67 million. 

2003 will be a big year for the ‘Best on Earth in Perth’ event calendar with the Rugby 

World Cup, the UCI World BMX Championships and the second Johnnie Walker Classic. 

The latter part of 2003 will feature Telstra Rally Australia and the Perth International 

golf event in November. 

The World Lacrosse Championships and the FIA Women’s Hockey World Cup, both in 

the latter half of 2002 will generate a combined $16.5 million in economic impact, while 

the Hockey event will generate significant international television. 

EventsCorp will continue to leverage television exposure of events to create awareness 

of Western Australia as a tourism destination. 

EventsCorp will continue its significant leap forward as demonstrated with the Rugby 

Union test match in 2001 in the development of tourism product around events by 

further developing relationships with the specialist sports travel operators, particularly 

with the opportunity offered by the 2003 Rugby World Cup. 

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Convention and Incentive Travel 

Objective 

The Commission has contracted the Perth Convention Bureau (PCB) to identify, develop 

and secure new national and international meetings. 


The first regional Meetings Incentive Conventions and Exhibitions (MICE) unit was 

established in the south west and MICE marketing programs were developed in the 

great southern and goldfields regions. 

Construction of the Perth Convention and Exhibition Centre is a major milestone for 

the Western Australian MICE industry. Tentative bookings for the convention centre are 

estimated to be worth $44 million to the WA economy. Business under development is 

estimated to be worth another $144 million. The Convention Centre opens up a new 

market previously unavailable to Western Australia by providing a venue with facilities 

for larger convention groups. 

The Perth Convention Bureau received international recognition for its awards and 

scholarship program and won international congress and convention association “best 

marketing award” for 2001. 

Following the events of September 11 and the collapse of Ansett, the bureau developed 

an emergency action plan to: 

collated and forwarded to Qantas to assist in securing priority delegate travel as new 

capacity was added to the system. 

The State’s tourism industry recovery from the events of September 11 and the Ansett 

Collapse can be attributed in part to the Perth Convention Bureau’s response strategies 

in conjunction with industry. Crisis funding was used to extend meeting business into 

regional Western Australia through a national direct mail campaign. Regional incentive 

itineraries were promoted through a promotional brochure to buyers in the UK, Europe 

and South Africa. 

The Bureau’s 2001 scholarship attracted 18 submissions. Since its launch three years 

ago, the program has secured 11 conferences for WA representing an estimated 7,570 

delegates and nearly $20 million in direct delegate expenditure. This year’s winner was 

Sharon Grassick of the Senses Foundation who works with deaf blind people in Western 

Australia. Sharon will use the $10,000 scholarship to travel overseas and bid for Perth 

to host the 14 th Deafblind International World Conference in 2007. 


Priorities for the next 12 months will be to drive a major government and industry cooperative 

destination marketing campaign targeting incremental business and to further 

develop the successful convention ambassador program. 

A program is underway to increase yield from the Asian incentive sector through cooperative 

program development and education and will be continued in 2002-2003. 

PCB will also conduct a government agency education program to stimulate more 

government hosted conferences. 

a) minimise the immediate impact on the MICE industry in Western Australia; 

b) maintain confidence in Western Australia as a convention destination; and 

c) review and revise where necessary all Bureau marketing activities. 

Within 24 hours of the grounding of Ansett, the bureau had made contact with the 

organisers of the 68 conferences scheduled to take place in the three months to the 

end of December to assess the current status of the event and to offer assistance and 

advice to avoid cancellation. In addition over 600 individual delegate travel plans were 

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Key Output Area 2.0 - An Enhanced Tourist Industry, Infrastructure and Product Base 


Industry Development 



Objective 

Investment is promoted, fostered and facilitated in the development of new tourist 

infrastructure and products, and existing tourist facilities and services in Western 

Australia are improved. 

The WATC: 

> Provides strategic market intelligence to the tourism industry; 

> Identifies new infrastructure requirements for the tourism industry and ensures their 

development; 

> Works with other public sector authorities and agencies to accelerate major 

tourism developments, ensures that public infrastructure, facilities and services 

are developed and Crown land is released for tourism purposes; 

> Assists the private sector to increase the number and quality of tourist facilities, 

services and products; 

> Develops new products to suit tourism needs; and 

Aboriginal artist at work in Cossack, Pilbara 

> Fosters industry professionalism, education and quality control. 

Industry Development is an area that remains a high priority for the WATC to ensure 

supply meets demand generated through marketing. The Commission’s role is to ensure 

appropriate infrastructure and tourism product are development to meet a wide range of 

visitor needs and price expectations. It has been a year of considerable achievement 

however the WATC needs to continue to work on prioritising and resource allocation. 

The Statewide Tourism Development Plan 2002-2006 was completed, highlighting the 

infrastructure and product development essential for the accelerated development of 

Western Australia’s tourism industry. 

The WATC provided specialist advice on 1,500 product/infrastructure projects in the 

11 tourism regions of Western Australia. 

The National Tourism Accreditation Program (NTAP) conducted in association with 

Tourism Council Western Australia (TCWA) accredited 500 businesses for the first 

time. 

The WATC also endorses and continues to support the WA Tourism Awards as a 

valuable avenue of recognising excellence within the industry and promoting industry 

standards and accreditation. 

Sustainable Product Development 

Five new environmental tourism packages were developed and launched by the newly 

created Sustainable Product Development unit. 

The Unit, in conjunction with the Western Australian Indigenous Tourism Operators 

Committee (WAITOC) and the Department of Industry and Technology, produced 

a CD featuring Indigenous Tourism in Western Australia. The CD was distributed 

to international travel trade representatives attending the 2002 Australian Tourism 

Exchange in Brisbane. 

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Key Output Area 2.0 - An Enhanced Tourist Industry, Infrastructure and Product Base continued 

The 7th annual Forum Advocating Cultural and Eco Tourism (FACET) Conference was 

held in Albany in July 2001. The conference focused on the potential of rural tourism 

within WA and was sponsored by the WATC. 

In May 2002, the FACET Conference, WA Tourism: In Touch with Sustainable Future 

2002 Conference and Trade Expo 2002, was held at the Aquarium of Western Australia 

(AQWA) in Hillarys. The conference, sponsored by the WATC, was an officially 

recognized event for the International Year of Ecotourism 2002, and attracted more 

than 150 delegates. 


Sustainable Product Development 

Priority projects for this unit over the next financial year will include the further development 

of Wine and Food Tourism product, the continued planning for new Indigenous tourism 

products and the creation of an Attraction-Based Tourism Development Strategy Model 

in Purnululu National Park. 

The Unit is also developing a Green Module ‘addition’ to the National Tourism 

Accreditation Program operated by Tourism Council WA. 

Additional Environmental Tourism Packages will be developed and launched throughout 

Western Australia. 


The Industry Development area provides specialist services to ensure all stakeholders 

are working towards a sustainable future for the State’s tourism industry. The WATC 

will focus on providing leadership to increase environmental awareness, identify the 

potential impacts from tourism and designing environmentally sustainable practices 

that are adopted in day to day tourism operations. The WATC will assist communities 

to identify, package and promote their own unique tourism products and experiences 

so that communities are able to optimise the opportunities available from domestic and 

international tourism. 

The WATC will work with local operators to develop and implement a Tourism Precinct 

Strategy for Fremantle and Northbridge, enhance the National Tourism Accreditation 

Program to include customer service standards and processes and improve risk 

management components. 

Several issues remain outstanding and will need to be tackled using the full resources 

of State and Federal governments and industry representatives. These issues include 

finding a solution to rising public liability insurance cost and determining and resolving 

access problems on pastoral leases. The provision of a wide range of product to 

accommodate the full spectrum of accommodation options according to price demands 

will also be pursued. 

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Visitor Servicing 

Objective 

This output group ensures the provision of destination and product information and 

booking facilities throughout Western Australia to increase the likelihood of visitors 

travelling in the State and to encourage them to increase the length of their stay. 

The WATC coordinates a State-wide visitor servicing network and operates a central 

“call centre” and retail information outlet in Perth. 

This output group is made up of two key areas: 

> WA Tourism Network; and 

> WA Visitor Centre. 

WA Tourism Network 

Objective 

The WA Tourism Network has two major objectives: 

1. Provide a structural framework for visitor servicing to operate efficiently and 

effectively throughout Western Australia 

2. Provide a framework for information and bookings to be made using modern 

technology through the telecommunications system and the Internet. 

The WA Tourism Network encourages visitors to extend their stay in Western Australia 

by ensuring booking facilities and destination and product information is easily available 

and accessible. 

This involves the coordination of a Statewide visitor servicing network and the operation 

of a 'Virtual Call Centre'. The Virtual Call Centre diverts incoming phone inquiries to the 

relevant Network Visitor Centre allowing customers to be serviced by local experts. 


The Virtual Call Centre received and distributed more than 100,000 calls with recognition 

accuracy in excess of 94 per cent. 

The WA Tourism Network incorporates 32 Visitor Centres in Western Australia, with 

at least one in each tourism region, and another 26 booking centres (travel agents) in 

the other Australian States. 

Funding totalling $285,000 was allocated to 24 projects through the Country Visitor 

Centre Sustainability Enhancement Scheme (CVCSES). 

The WA Tourism Network successfully exceeded requirements for product upload to 

the Australian Tourism Data Warehouse (ATDW) which supplies product information 

for the Australian Tourism Commission Web Site www.australia.com. 

Officers from the WATC provided WA Tourism Network training to Visitor Centres to 

maximise new sales and booking opportunities. 

The WATC’s Virtual Call Centre won a prestigious Australian Information Industry 

Association award in the category of “Implementation Telecommunications and 

Telecommunications Networking”. The Award was presented for the WATC’s application 

of voice recognition technology. 


The WA Tourism Network will continue to work to strengthen the quantity and quality 

of Visitor Centres in the WA Tourism Network. 

It will also continue its focus on strengthening industry participation in Local Visitor 

Centres, Regional Tourism Associations and the WA Tourism Network as part of the 

sustainable Visitor Servicing framework. 

Other priorities include enhanced product and destination information distribution and 

data exchange through partnerships with the Australian Tourist Commission, Australian 

Tourism Data Warehouse, Regional Tourism Associations and Visitor Centres. 

Enhance Visitor Centre Viability in WA through the second year of funding for the 

CVCSES program and revenue raised from WA Tourism Network membership. 

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Western Australian Visitor Centre 

Objective 

This output group ensures the provision of destination and product information and 

booking facilities throughout Western Australia to increase the likelihood of visitors 

travelling in the State and to encourage them to increase the length of their stay. 


The Western Australian Visitor Centre successfully handled 418,303 customer contacts 

in the year 2001-2002. Of these 292,653 were walk-in visitors, an increase of four per 

cent on the previous year 

The centre responded to 7088 e-mail inquiries and, on average, 2000 postage brochure 

requests each month. 

The Western Australian Call Centre serviced 118,562 national telephone inquiries. 

The Western Australian Visitor Centre attracted 120 new members between the launch 

in January 2002 and June 2002. 


A priority for 2002-2003 will be improve sales and services through the Centre by the 

further alignment of front and back office systems with Reservation Systems and the 

product database to improve client service efficiency and increase sales. 

The introduction of Ticketmaster7 and the Art Gallery of Western Australia ticketing 

will increase the profile of the Centre with Perth residents and encourage a broader 

customer base. 

The Centre will also aim to further develop partnerships with educational facilities to 

increase the tourism potential of the overseas student market and increase its sales 

targets for industry partners, particularly WA Tourism Network members. 

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Output and Outcomes 

Chinderwarriner Pool, Millstream-Chitchester National Park, Pilbara 

Performance Review 

Gross 

Operating 

Cost ($’000) 

Revenue 

($’000) 

Net 

Operating 

Cost ($’000) 

FTE's 

00-01 01-02 00-01 01-02 00-01 01-02 00-01 01-02 

National Marketing 6,097 8,721 616 1,236 5,481 7,485 18.9 24.2 

International Marketing 10,379 12,220 2,917 2,464 7,462 9,756 32.4 36.1 

Event Tourism 11,710 14,947 4,492 4,825 7,218 10,122 13.5 18.1 

Convention and Incentive 

Travel 

Strategic Marketing 

Intelligence 

Tourism Planning and 

Infrastructure 

Product and Industry 

Development 

Information Distribution and 

Retail Booking Service 

1,080 1,064 49 6 1,031 1,058 0.7 0.8 

745 1,032 38 18 707 1,014 5.4 6 

2,265 861 55 35 2,210 926 5.4 6 

3,627 2,388 156 162 3,471 2,226 18.9 21.1 

3,893 5,056 1,012 908 2,881 4,148 37.3 41.6 

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Output Performance 

National Marketing 

Quantity Quality Timeliness Cost 

Strategies aimed at raising consumer awareness of WA as a desirable tourist 

destination 

Number of 

interstate 

consumer 

awareness 

strategies 

Interstate consumer awareness 

i) Perceived knowledge : percentage of people 

aware of WA as a holiday destination for “a lot” 

category 

ii) Propensity to consider: percentage of people 

with a preference to travel to WA for 3 nights or 

more 

iii) Level of advertising awareness of WA as a 

holiday destination 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

interstate 

consumer 

awareness 

strategies 

Actual 1 i) 4.8% ii) 15.8% iii) 9.4% 100% $5,196,430 

Target 1 i) 6.0% ii) 16% iii) 10% 100% $2,748,138 

Number of 

intrastate 

consumer 

awareness 

strategies 

Intrastate consumer awareness 

i) Level of advertising awareness of WA as a 

holiday destination 

ii) % of Western Australians preferring to travel 

within WA for 3 nights or more 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of 

intrastate 

consumer 

awareness 

strategies 

Actual 1 i) 31.23% ii) 47.03% 100% $1,299,108 

Target 1 i) 35% ii) 36% 100% $687,034 

Number of 

Regional 

Tourism 

Authority 

contracts 

managed 

Proportion of regional tourism authority contract 

conditions met 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

Regional 


Association 

contract 

managed 

Actual 10 100% 100% $52,153 

Target 10 100% 100% $63,323 

Strategies aimed at raising trade awareness of WA as a desirable tourist 

destination 

Number 

of trade 

awareness 

strategies 

Trade awareness 

i) Knowledge levels of WA product 

ii) WATC’s contribution to current knowledge levels 

(rated significant or above) 

iii) Likelihood of recommending WA as a holiday 

destination compared to previous 12 months 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of trade 

awareness 

strategies 

Actual 1 i) 48% ii) 71% iii) 54% 100% $831,581 

Target 1 i) 60% ii) 80% iii) 70% 100% $751,335 


Strategies aimed at incremental business in cooperation with industry 

Number of 

incremental 

business 

strategies 

Visitor expenditure generated by tactical campaigns 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of 

incremental 

business 

strategies 

Actual 1 $5,467,544 100% $627,441 

Target 1 $4,886,000 100% $622,994 

Strategies aimed at increasing tourism product and destination information 

distribution 

Number of 

information 

enquiries 

serviced 

Overall level of customer satisfaction with information 

accessed 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

enquiry 

serviced 

Actual 45,000 90% 100% $4.76 

Target 45,000 80% 100% $4.68 

Strategies aimed at increasing airline access to WA 

Number of 

increased air 

transport seats 

into WA 

Proportion of targeted air transport seats into WA 

Delivered 

according to 

Operational 

Plan 

timeframes 

Total cost of 

activity 

Actual (394,086) Reduction due to demise of Ansett 100% $18,718 

Target 3,000 100% 100% 

Policy advice to Government 

Number 

of advices 

provided to 

Government 

Proportion of first drafts accepted 

Proportion 

of advices 

provided 

within agreed 

timeframes 

$9.87(Cost 

per seat 

targeted) 

Cost per policy 

advice 

Actual 316 96% 94% $38 

Target 100 90% 95% $96 

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Output Performance continued 

International Marketing 



destination 

Number of 

consumer 

awareness 

strategies 

Actual 1 

Target 1 

i) Perceived knowledge : percentage of people 

aware of WA as a holiday destination (for 

category “a lot”) 

ii) Propensity to consider: Percentage of people 

who will consider a trip to WA (for category 

“definitely consider”) 

i) S’pore 4%, UK 6%, Japan n/a*, Malaysia 7% 

ii) S’pore 15%, UK 27%, Japan n/a*, Malaysia 16% 

i) S’pore 8%, UK 5%, Japan 3%, Malaysia 3% 

ii) S’pore 15%, UK 34%, Japan2%, Malaysia 10% 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of 

consumer 

awareness 

strategies 

100% $6,544,608 

100% $4,160,136 

Strategies aimed at raising trade awareness of WA as a desirable tourist 

destination 

Number 

of trade 

awareness 

strategies 

i) Knowledge levels of WA product (using rating of 

8/10 and above) 

ii) WATC’s contribution to current knowledge levels 

(rated significant and very significant) 

iii) Likelihood of recommending WA as a holiday 

destination (using rating more likely now) 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of trade 

awareness 

strategies 

Actual 1 i) 72% ii) 94% iii) 55% 100% $3,090,768 

Target 1 i) 65% ii) 65% iii) 50% 100% $2,354,223 


Number of 

incremental 

business 

strategies 

The extent to which visitor expenditure is generated by 

incremental tourism activities 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost of 

incremental 

business 

strategies 

Actual 1 $6.161 million ** 100% $1,444,645 

Target 1 $13.6 million 100% $1,829,840 

Strategies aimed at increasing tourism product and destination information 

distribution 

Number of 

information 

enquiries 

serviced 

Overall level of industry satisfaction with tourism 

product and destination information distribution 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

enquiry 

serviced 

Actual 20,597 91% 100% $50.48 

Target 21,600 80% 100% $39.92 


Strategies aimed at increasing international airline access to WA 

Number of 

increased air 

transport seats 

into WA 

Actual (90,870) 

Proportion of targeted air transport seats into Western 

Australia obtained 

Reduction due to global downturn in air travel following 

September 11. 

Meetings 

held as per 

Operational 

Plan 

timeframes 

More meetings 

than targeted 

were held 

following Sept 

11 

Target 5,000 100% 100% 

Local industry education of international markets 

Number 

of markets 

reviewed 

against criteria 

Accuracy of reviews 

Delivered 

according to 

Operational 

Plan 

timeframes 

Total Cost of 

activity 

$12,502 

$2.25 (Cost 

per seat 

targeted) 

Cost per 

market review 

Actual 21 100% 100% $900 

Target 22 100% 100% $813 

Number of 

educational 

seminars 

conducted 

Participant satisfaction with educational seminars 

conducted 

Delivered 

according to 

Operational 

Plan 

timeframes 

Cost pr 

educational 

seminar 

conducted 

Actual 3 Not measured 100% $18,899 

Target 3 80% 100% $17,883 


Number 

of advices 

provided to 

Government 


Proportion 

of advices 

provided 

within agreed 

timeframes 


advice 

Actual 100 96% 94% $119 

Target 30 90% 95% $375 

Notes: 

* Due to the high cost of advertising in Japan, the WATC chose to participate in cooperative tactical advertising with the 

ATC. The ATC did not measure the percentage of people in Japan who are of WA as holiday destination north their 

propensity to consider a trip to WA. 

** Please note that the instability of the tourism industry during the year has impacted on the availability of reliable visitor 

expenditure figures at the time of publishing this report. The figure provided is incomplete. 

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28 





W A 



Strategies aimed at attracting events to Western Australia 

Number of 

bids submitted 

for events 

Estimated economic impact of successful bids for 

events 



Bids made 

for events 

according to 

Operational 

Plan 

timeframes 


29 



Cost per bid 

submitted 

Actual 4 $44.4 million 100% $194,408 

Target 4 $30 million 100% $108,984 


destination 

Number of 

consumer 

awareness 

strategies 

(equates to 

the number of 

events hosted) 

Value ($) of television media coverage in selected 

tourism markets for events hosted 

Proportion 

of consumer 

awareness 

strategies 

implemented 

in conjunction 

with events 

hosted 

Cost per 

consumer 

awareness 

strategy for 

events hosted 


Target 5 $6 million 100% $119,037 

Strategies aimed at generating incremental business 

Number of 

strategies for 

incremental 

business 

through hosted 

events 

The value of economic impact generated by 

incremental tourism activity ie events hosted 

The proportion 

of events held 

on time 

Cost per 

incremental 

business 

strategy 

Actual 6 $42.03 million 100% $2,306,690 

Target 6 $30.0 million 100% $2,087,889 

Strategies aimed at event tourism product development 

Number of 

event products 

developed 

Value of visitor expenditure generated by event 

products 

Proportion 

of event 

productions 

developed on 

time 

Cost per 

event product 

developed 

Actual 35 $1,500,000 100% $3,113 

Target 42 $1,700,000 100% $5,290 


Number 

of advices 

provided to 

Government 


Proportion 

of advices 

provided 

within agreed 

timeframes 

Cost per 

advice 

provided 

Actual 207 98% 95% $97 

Target 100 90% 95% $197 

Convention and Incentive Travel 


Strategies aimed at attracting meeting, incentive travel, conventions and 

exhibitions to WA 

Number 

of bids for 

conventions 

Projected visitor expenditure from successful bids for 

conventions 

Bids for 

conventions 

made 

according to 

Operational 

Plan timeframe 

Cost per 

convention bid 


Target 110 $80.98 million 100% $9,361 


Number of 

incremental 

tourism events 

hosted ie 

conventions 

hosted 

Actual visitor expenditure from incremental tourism 

activities ie conventions hosted 

Proportion of 

conventions 

held as 

planned 

Cost per 

incremental 

tourism activity 

Actual 198 $42.28 million 100% $537 

Target 124 $47.89 million 100% $685 


Number 

of advices 

provided to 

Government 


Proportion 

of advices 

provided 

within agreed 

timeframes 


advice 

Actual 0 n/a n/a n/a 

Target 15 90% 95% $339



Strategic Market Intelligence 


Provision of strategic market intelligence to the tourism industry 

Number of 

data tables 

available to 

industry and 

updated twice 

yearly 

Proportion of industry (registered) having access to 

common good research 

Updated tables 

available on 

time 

Cost per data 

table 

Actual 100 100% 100% $4,045 

Target 180 70% 100% $1,932 

Number of 

common good 

consultancies 

Overall level of industry satisfaction with information 

provided 

Satisfaction 

with timeliness 

of consultancy 

service 

provided 

Cost per 

consultancy 

Actual 863 75% 100% $733 

Target 1200 85% 85% $4,443 

Tourism industry education of market intelligence 

Number 

of industry 

education 

seminars 

delivered 

Level of customer satisfaction with industry education 

service provided 

Services 

delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

industry 

education 

seminar 

Actual 2 100% 100% $4,814 

Target 6 80% 85% $2,122 

Number of 

publications 

maintained 

Level of customer satisfaction with publications 

provided 

Satisfaction 



service 

provided 

Cost per 

publication 

Actual 28 100% 100% $222 

Target 26 85% 85% $317 

Number of 

consultancy 

requests 

serviced 

Level of customer satisfaction with consultancy 

request service provided 

Satisfaction 



service 

provided 

Cost per 

consultancy 

requested 

Actual 30 91% 100% $415 

Target 50 85% 85% $329 

Tourism Planning and Infrastructure 


Strategies and planning advice on identified tourism issues 

Annual 

stakeholders 

infrastructure 

plan reviewed 

Produced annually 

Provided 

within agreed 

timeframe 

Cost per plan 

Actual 1 100% 100% $36,515 

Target 1 80% 100% $27,905 


investment and 

jobs register 

Tourism investment and jobs registers produced 

In accordance 

with 

Operational 


Cost per 

register 

Actual 2 100% 100% $42,601 

Target 2 100% 100% $32,556 

Identification of new infrastructure requirements for the tourism industry 

Number of 


projects 

worked on 

Value of infrastructure sites worked on and progressed 

to the agreed stage 

Proportion of 


sites 

implemented 

or produced 

within agreed 

timeframe 

Cost per 


site 

developed to 

implementation 

or approval 

stage 

Actual 2 > $7.5 million 100% $225,722 

Target 2 > $150 million 100% $262,031 


Number 

of advices 

provided to 

Government 


Proportion of 

policy advices 

provided on 

time 


advice 

Actual 50 95% 98% $56 

Target 50 90% 95% $35 

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30 





Tourism Product and Industry Development 


Provision of product development advice to operators and development of 

new products to suit tourism market needs 

Number of 

Regional Plans 

updated 

Level of customer satisfaction with information 

provided. 

Services 

delivered 

according to 

Operational 

Plan 

timeframes 

Cost per 

tourism 

product and 

project funded 

Actual 11 84% 100% $17,396 

Target 10 80% 100% $18,866 

Number of 

agreed stages 

for minor 


projects 

and tourism 

development 

products 

developed 

Customer satisfaction with tourism products 

developed. 

Services 

delivered 

according to 

Operational 


Cost per 

infrastructure, 

tourism 

product and 

project worked 

on. 

Actual 66 88% 100% $21,745 

Target 59 80% 100% $23,982 

Number of 

common good 

information 

requests 

processed 

Level of customer satisfaction with information 

provided. 

Services 

delivered 

according to 

Operational 


Cost per 

information 

request 

Actual 1,576 95% 100% $182 

Target 500 80% 100% $566 

Implementation of tourism industry professionalism and quality assurance 

mechanisms 

Number of 

additional 

operators 

registered for 

the National 


Industry 

Accreditation 

Scheme 

Operators passing verification audit under the National 

Tourism Industry Accreditation Scheme 

Delivered in 

accordance 

with 

operational 

plan 

timeframes 

Cost per 

accredited 

operator 

Actual 42 100% 100% $11,763 

Target 50 75% 100% $9,123 


Number 

of advices 

provided to 

Government 


Proportion of 

policy advices 

provided on 

time 


advice 

W A 

Target 550 90% 95% $263 



Actual 2,226 95% 98% $108 


31 


Tourist Information Distribution and Retail Booking Service 


Strategies aimed at tourism product and destination information distribution 

Number of 

inquiries 

serviced by 

Perth Visitor 

Centre 

Overall level of customer satisfaction with level of 

service with Perth Visitor Centre 

Customer 

Satisfaction 


by WA Visitor 

Centre 

Cost per 

inquiry by the 

WA Visitor 

Centre 

Actual 418,803 93% 100% $5.72 

Target 540,000 80% 80% $5.14 

Number of 

inquiries 

serviced by 

other Visitor 

Centres 

(virtual calls 

diverted) 

Overall level of customer satisfaction with level of 

service by other Network Visitor Centres 

Customer 

Satisfaction 


by other 

Network Visitor 

Centres 

Cost per 

inquiry by 

other Network 

Visitor Centres 

Actual 37,436 82% 85% $7.11 

Target 80,000 80% 80% $3.05 

Strategies aimed incremental tourism business in cooperation with industry 

Number of 

passengers 

booked 

Visitor expenditure generated 

Customer 

satisfaction 


Cost per 

inquiry 

serviced 

Actual 21,425 $18.03 million 85% $111.81 

Target 16,800 $23.35 million 80% $93.10


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32 



Corporate 

Support, 

Structure 

and 

Governance 

Contents 

Page 

Paradise Beach, Ningaloo Marine Park, Coral Bay 

iii. Corporate Support, Structure and 

Governance 

- Clear Planning and Direction 34 

- WATC Board of Commissioners 35 

- WATC Advisory Councils and 

Committees to Commissioners 36 

- Appropriate and Timely Information 37 

- Sound Resource Management 40 

- Adequate Controls 42 

- Compliance Statement 43 

- Appendices 44 

Publications 44 

Research and Development 

Summary 45 

Advertising and Sponsorship 45 

How to Contact the Commission 46 

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33

Corporate Support, Structure and Governance 

Clear Planning and Direction 

Functions of the Board 

The Board of Commissioners is the governing body for the Western Australian Tourism 

Commission. It is responsible for performing the functions set out in the Act. 

The strategic roles of the Board include: 

> setting the overall strategic direction for the WATC; 

> determining standards of operation; and 

> coordinating industry focused planning, policies and decision-making processes. 

The operational roles of the Board include: 

The Western Australian Tourism Commission has embraced the principles of corporate 

government in alignment with the ‘Corporate Guidelines for Western Australian Public 

Sector Chief Executive Officers’ to achieve the following outcomes: 

> Effective resource management; 

Little Wharton Beach, Cape Le Grand National Park, Esperance 

> setting strategies for the achievement of outcomes; 

> development of cooperative strategies to integrate industry-wide initiatives; 

> striving for best practice and compliance with minimum standards; and 

> delegating operational decision-making to officers within the WATC. 

> Effective delivery of public services; 

> Compliance with the varied requirements of a statutory authority; and 

> Providing the Minister for Tourism with the required level of information. 

Clear Planning and Direction 

The Western Australian Tourism Commission was established in January 1984 

under the Western Australian Tourism Commission Act 1983. In December 1994, the 

Western Australian Tourism Commission Amendment Act was proclaimed and came 

into operation on 31 December 1994. 

The Amendment Act separated the role of the Chairman and Chief Executive Officer 

and expanded the Board of Commissioners to a maximum of eight members, one of 

whom is appointed Chairperson. The Governor also appointed the Chief Executive 

Officer as an additional member to the Board bringing the total to nine. 

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34 




Clear Planning and Direction continued 

WATC Board of Commissioners 

Commissioners 

The Board of the Western Australian Tourism Commission consists of a Chairman and 

seven members. Responsible to the Minister for Tourism, the Honorable Clive Brown 

MLA, the Board sets policy and administers the Act. 

Alan Mulgrew (Chairman) 

Alan Mulgrew (Principal) established Airstrat Partnership Pty Ltd in 1997 as a corporate 

advisory company specializing in strategic management advice in areas of corporate 

re-engineering, infrastructure planning/implementation and commercial development. 

Mr Mulgrew has a strong aviation background and has worked extensively overseas at a 

senior management level. Mr Mulgrew was the former Chief Executive Officer of Sydney 

Airport and prior to that appointment he was General Manager of Perth Airport. 

Laurie O’Meara (Deputy Chairman) 

Laurie O’Meara is the past-president of the newly established Tourism Council Western 

Australia and a champion of the Tourism Accreditation program. Mr O’Meara is a driving 

force behind the tourism industry in Western Australia and is the current President of 

the Australian Tourism Accreditation Association and the deputy chair of the Rottnest 

Island Authority Board. His extensive experience includes ownership and operation of 

the Best Western Hotel chain license in Western Australia, the Emerald Hotel in Perth 

and the Emerald Colonial Lodge in Margaret River. 

Janet Holmes à Court 

Janet Holmes à Court is Chairman of Heytesbury Pty Ltd, a family owned company 

with extensive business interests in Australia. Mrs Holmes à Court is the Chairman 

of the John Holland Group, now part of the Leighton Group; the Australian Children’s 

Television Foundation; the Black Swan Theatre Company and the West Australian 

Symphony Orchestra, and is also on the Board of Goodman Fielder Limited. Mrs Holmes 

à Court has been widely recognized nationally and internationally for her contribution 

to education and her services to business, arts and community. 

Helen Creed 

Helen Creed is a Vice-President of the ACTU, Chair of the ACTU’s women’s committee 

and a Director of the TLC Building Society Group. As the former State Secretary and 

current National President of the Australian Liquor, Hospitality and Miscellaneous 

Workers Union she is ideally placed to voice both the concerns and aspirations of the 

workers within the tourism industry. Ms Creed is a published author, writing particularly 

in the areas of industrial relations and social welfare and has served on the WATC Board 

previously from June 1992 to January 1994. Ms Creed brings a wealth of experience 

to the current Board. 

Ross Hughes 

Mr Hughes has been a member of the LandCorp Board since 1997 and Chairman since 

1998. He was Chairman of the Rottnest Island Authority for over seven years until 2001 

and was a Senator of Murdoch University for nine years. Mr Hughes is an Associate 

of the Australian Property Institute, a licensed valuer and property consultant with in 

excess of thirty years experience in the Western Australian property industry. 

Ian Mitchell 

Mr Mitchell is the Group General Manager Australia Sales for Qantas Airways. He is 

responsible for the sales, marketing and distribution strategies for Qantas in Australia 

and Papua New Guinea. Mr Mitchell was previously the Managing Director of the 

Northern Territory Tourism Commission 

Sonja Mitchell 

Ms Mitchell is the Chief Executive Officer and partner in the Kununurra based aviation 

company – Slingair. Ms Mitchell began her association with Slingair 10 years ago 

and has held a variety of roles as pilot, Operations Manager, Product Development 

Manager and Marketing Manager. Ms Mitchell is a current member of the marketing 

sub-committee of the Kimberley Tourism Association (KTA) and is Vice President of 

the executive committee of KTA. 

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35 




Clear Planning and Direction continued 

Michael Monaghan 

Michael Monaghan is a third generation hotelier with over 35 years experience in the 

hospitality industry. He was the National President of the Australia Hotels Association 

from 1996 to 1998 and was awarded national life membership in 2000 for services 

to the hospitality industry. He has been the State President of the WA Branch of the 

Australian Hotels Association since 1992 and was awarded life membership in 1997. 

As the licensee of the Subiaco Hotel, Mr Monahan employs over 100 people and has 

extensive understanding of the needs of the tourism and hospitality industries. 

WATC Board Meetings and Attendance 

Eligible 

to Attend 

Attended 

Alan Mulgrew 5 4 

Laurie O’Meara 5 5 

Helen Creed 5 4 

Janet Holmes à Court 5 4 

Ross Hughes 11 8 

Ian Mitchell 11 7 

Sonja Mitchell 2 2 

Michael Monaghan 2 2 

Outgoing Board Members 

Kevin Carton 2 1 

Annette Knight 6 5 

Ron Buckey 9 9 

Ruth Harrison 6 6 

Joanne Tait 6 5 

Rod Warren 9 9 

In 2001-2002 there were 13 meetings held, comprising 11 regular and two special 

meetings. The Board does not meet in January. 

Declaration of Interests 

No declarations of interests were made in relation to senior officers. 


Advisory Councils and Committees to Commissioners 

FINANCE 

COMMITTEE 

AUDIT AND RISK 

MANAGEMENT 

COMMITTEE 

TOURISM 

INDUSTRY 

DEVELOPMENT 

ADVISORY COUNCIL 

NATURE BASED 

TOURISM 


Committee Structure 

A number of committees that address specific aspects of the WATC’s activities and 

operations support the Board of WATC in its deliberative and decision-making role. 

Executive Management Team 

BOARD OF 

COMMISSIONERS 

RALLY AUSTRALIA 

BOARD 

EVENTSCORP 


METROPOLITAN 

MARKETING 


REGIONAL 

MARKETING 


MARKETING 

ADVISORY 

COUNCIL 

The Chief Executive Officer and four Executive Directors are responsible for the dayto-day 

operations of the WATC, and form the Executive Management Team (EMT). 

The EMT met fortnightly to address strategic and operational matters and to approve 

the administrative policies of the WATC. A number of sub-committees report to the EMT 

on specific aspects of operations and projects directed by it. 

W A 




36 




Appropriate and Timely Information 

Product and Service Development 

The WATC continued research to identify trends to assist in the development of products 

and services to meet the needs of emerging markets. 

Customer Satisfaction Survey 

The WA Tourism Commission undertakes an annual survey of customers to measure 

the perception of how the Commission has performed in meeting their needs. 

Corporate Communications 

Appropriate and Timely Information 

Ministerial Reporting 

The Commission conformed to the reporting requirements of statutory authorities stated 

in the Financial Administrative and Audit Act 1985 and in Treasurer’s Instructions. Annual 

Reports were provided to the Minister and the Office of the Auditor General for audit 

within the required timeframe. The Commission responded promptly to 777 Ministerial 

Requests and 43 Parliamentary Questions, and provided 625 Briefing Notes, Speeches 

and Draft Media Releases relevant to operational objectives, investment or financing 

activities in 2001-2002. 

Client Interaction – Customer Focus 

Hamersley Range, Karijini National Park, Pilbara 

Clients and stakeholders are identified in all planning activities undertaken by the WATC 

and communication channels are continually reviewed and improved. The WATC actively 

sought beneficial partnerships and alliances and consulted with industry to determine 

customer needs and to provide appropriate direction and support. 

The Commission strove to maintain high standards of promotion, information and 

support so that the customer encountered a positive and consistent experience. The 

WATC’s Code of Conduct highlights our commitment to accelerating the development 

of WA’s tourism industry. 

The WATC has commenced the development of a Corporate Communications Strategy. 

Its aims include: 

> investigation of improved mechanisms for communicating WATC’s role and 

achievements; 

> creating alliances with key stakeholders and partnering arrangements; 

> effective corporate management of communication; 

> building public awareness of the value of tourism; and 

> ensuring the tourism industry and the wider community are aware of the key 

directions and activities of the Commission. 

Waste Paper Recycling 

The WATC has a paper recycling program in place. 

On-line Services 

The WATC’s consumer website, www.westernaustralia.net, is linked to the OnlineWA 

website. During the course of 2001-2002, the website gained an ‘e-booking’ facility 

and a Personalised Information Register facility. These features facilitate the gathering 

of customer information that is vital to the WATC’s entry into customised relationship 

marketing in the future. 

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37 




Appropriate and Timely Information continued 

WATC will continue to maintain and develop partnering arrangements with other key 

stakeholders, including Government Departments, Local Government and private 

industry to ensure cost-effective development of on-line tourist services for Western 

Australia. 

Evaluation of Programs 

Under the Western Australian Tourism Commission Act 1983, the WA Tourism 

Commission has: 

> Managed its resources in accordance with the Resource Agreement entered into 

with the Minister for Tourism; 

> Prepared a 2001-2002 Budget for the approval of the Minister and Cabinet; 

> Conducted customer satisfaction surveys to ensure the quality of our programs 

meets stakeholder needs; and 

> Conducted review of organisational structure to ensure deliver of quality services 

to our customers, industry and government. 

Outcomes of the WATC Disability Services Plan 

Outcome 1: Existing services are adapted to ensure they meet the 

needs of people with disabilities 

The Western Australian Tourism Commission undertakes disability service planning 

as part of the Commission’s responsibilities under the Western Australian Disability 

Services Act 1993. The objective of this planning process is to ensure that people with 

disabilities, their families and carers can, wherever possible, access services provided 

and/or promoted by the Western Australian Tourism Commission. 

As part of the WA Visitor Centre refurbishment in 2001-2002, the WATC commissioned a 

Disabled Access Audit by the Independent Living Centre of WA (Inc.) and implemented 

a number of the resulting recommendations during the course of the year. 

Outcome 2: Access to buildings and facilities is improved 

Although the Western Australian Tourism Commission does not have any statutory 

control over private sector tourism operators, regular and ongoing discussions with the 

operators and the Disability Services Commission have ensured the needs of tourists 

with disabilities are continually assessed and responded to wherever possible. 

Advice is given to developers to ensure construction and fittings of facilities are to 

ACROD and building code standards. 

Outcome 3: Information about services is provided in formats which 

meet the communication requirements of people with disabilities 

A disability access survey of tourism operators is used to improve the information 

available to people with a disability and their families whenever planning holidays 

and/or travel. 

Outcome 4: Advice and services are delivered by staff who are 

aware of and understand the needs of people with disabilities 

The WA Visitor Centre provides advice and assistance on a wide range of tourist 

attractions and accommodation to assist those people with disabilities. 

A WA initiative to provide extensive information highlighting facilities for disabled 

tourists/visitors is available on the WA holiday destination website. This initiative has 

now been replicated by three other states. 

Outcome 5: Opportunities are provided for people with disabilities 

to participate in public consultations, grievance mechanisms and 

decision-making processes 

The WATC is committed to working in consultation with industry and the community in 

order to actively engage customers in decision-making processes where possible. In 

2002-2003 the Commission will develop its own Disability Services Plan with specific 

strategies that focus on providing opportunities for those people with disabilities to 

participate in various consultative mechanisms. 

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38 




Appropriate and Timely Information continued 

Freedom of Information (FOI) 

The WA Tourism Commission complies with the Freedom of Information Act 1992 

requirements. 

The Commission’s Information Statement details the Commission’s functions, categories 

of documents held by the Commission and arrangements for public access to these 

documents including any associated fees. An FOI application may be made to obtain 

records about the WA Tourism Commission’s business. The Commission has a 

nominated FOI Coordinator in the Records Management Branch to assist in lodging 

applications. 

Cultural Diversity and Language Services Outcomes 

The WA Tourism Commission has a high proportion of customers who are from 

overseas or who have English as a second language. We encourage and benefit also 

from the multicultural mix of our staff, many of whom have a non-English speaking 

background. 

Nil Freedom of Information requests were received and processed in 2001-2002. 

General customer enquiries were received via letter, email or telephone and were 

responded to according to the Commission’s Code of Conduct. 

The following information relates to Freedom of Information Applications received during 

the year ended 30 June 2001. 

Number 

New Valid Applications Received 1 

Non Personal Information 1 

Personal Information 0 

Outcome – Access in Full 1 

Outcome – Edited Access 0 

Applications on hand at 30/6/01 and yet to be finalised 0 

Applications withdrawn by Applicant 1 

Number of Applications 0 

Internal Review 0 

External Review (by FOI Commissioner) 0 

Fees and Charges Received: $30 

W A 




39 




Sound Resource Management 

field trips, attended seminars and undertaken industry visits that have exposed them 

to the very latest practices in a range of areas that will make a positive contribution to 

the operations of the WATC. 

One particular outcome from the review of the WATC’s functions and activities during 

the year has been the creation of a part-time training officer role within the WATC to 

support employee learning and development programs in areas such as regulatory 

requirements, current job skill/knowledge requirements, career development and also 

to assist with broader organisation change initiatives. 

Work experience opportunities and structured graduate/undergraduate student 

placements are also part of the WATC’s development program and are designed for 

individuals considering a career in the broader tourism industry. During the year the 

WATC implemented an on-line advertising approach to these placement opportunities 

in preparation for the 2002 Christmas vacation and the 2003 calendar year. 

W A 

Sound Resource Management 

Assets and Liabilities 

The Commission is committed to effective and efficient management and custodianship 

of government assets and desirable items/equipment in accordance with endorsed 

management policies. This includes management of asset registration, disposal/transfer 

and stocktakes. 

Human Resouces 

We recognise the value, strength and potential of our staff. Human Resources aimed to 

maintain best practice in the recruitment, management and development of our staff. 

Employee Learning and Development 

In addition to formalised ‘off-the-job’ training, a number of ‘on-the-job’ development 

opportunities were provided to employees through the common practice of internally 

advertising positions that are temporarily vacant and available for acting/relieving. The 

duration of these opportunities may vary from a few weeks up to 6 months. 

Chairman’s scholarships totalling $20,000, were awarded to fourteen employees to 

assist individuals with a recognised course of study at University or TAFE. Studies 

undertaken have included, e-marketing, commerce and ecotourism. 

Each year scholarships are offered to current employees to ensure the Western 

Australian Tourism Commission provides employees with the skills and expertise 

needed to drive our industry into the future. Past recipients have undertaken courses, 



Roebuck Bay, Broome 


40 



Industrial Framework 

The WATC’s Enterprise Bargaining Agreement of 1999 was replaced by the Government 

Officers Salaries, Allowances and Conditions General Agreement of 2002. This 

agreement restores parity of pay and conditions between employees in the WATC and 

like employees within the broader public sector. 

Employee Profile 

Employee profile indicators for 2001-2002 are as follows: 

Classification 

Level 

FullTime 

Equivalents 

Number of 

Employees 

Male 

(%) 

Female 

(%) 

Class 1 & above 2 2 50 50 

Level 9 2 2 100 0 

Level 8 3 3 67 33 

Level 7 8 8 75 25 

Level 6 17.8 18 72 28 

Level 5 22 22 36 64 

Level 4 21.4 22 18 82 

Level 3 13 13 23 77 

Level 2/4 0.5 1 0 100 

Level 2 36.1 38 11 89 

Level 1 9.3 11 18 82 

Overseas 12 12 17 83 

TOTAL 147.1 152 

Notes: 

Does not include casual employees. 

Employees as at 30 June 2002


Sound Resource Management continued 

W A 

Equal Opportunity and Valuing Diversity 

As part of ongoing promotion and improvement of equal employment opportunity (EEO), 

the WATC conducts regular equal opportunity awareness training of management and 

employees. This focus of this training varies between issues such as workplace 

behaviours, employment practices and services delivery practices. During the year 

second and third tier management were provided with training in relation to workplace 

behaviours and the regulatory framework that deals with the management of work 

environments. 

Safe working environment 

The WATC continued to promote a safety and health work environment with such 

activities as an internal audit of the WATC’s occupational safety processes and structures 

and also the provision of free flu immunisation. Of particular significance during the 

year was the upgrading of security at the WATC’s head office location (which is shared 

with the local US Consulate) in response to the events of September 11, 2001. 

Occupational safety and health 

indicators for 2001-2002 

Number of lost time injuries/ 

diseases 

Duration rate (days) 0 

Number of workers’ 

compensation claims 

Leave liability 

Leave liability 

indicators for 2001-2002 

Average annual leave weeks 

per FTE 

Average long service leave 

weeks per FTE 



3.7 

2.1 

Note: 

Leave liability is the amount of annual or long service leave 

owing to an employee if that employee were to resign. 


41 



0 

1 

Public Sector Standards 

In accordance with section 31(1) of the Public Sector Management Act 1994, the WATC 

is required to comment on the extent to which public sector standards, codes of ethics 

and any relevant code of conduct have been complied with. 

The WATC has continued to refine its human resource policies and practices to ensure 

ongoing compliance with the Public Sector Standards. These policies are accessible 

to employees through the WATC’s intranet. 

The WATC Code of Conduct was adopted in 1998 to compliment the Public Sector Code 

of Ethics. The Code of Conduct is distributed to all employees and is also incorporated 

as part of the WATC’s policy framework. 

The number of applications 

for breach of standard and 

corresponding outcomes for 

2000-2001 

Number lodged 0 

Number of material breaches 

found 

0 

Alan Mulgrew 


CHAIRMAN 


30 August 2002 30 August 2002 

Finance 

Accrual accounting practices ensure that administration occurs in a timely and accurate 

manner. The WA Tourism Commission complies with the Financial Administration and 

Audit Act 1985 in managing its financial transactions. Purchasing instruments such 

as credit cards and purchase orders are monitored and controlled through an internal 

cost centre and delegation/authority structure. 

Ministerial Directives 

There were no ministerial directives during 2001-2002.


Adequate Controls 

Adequate Controls 

Nelson's Hotel, Bridgetown 

Risk Management 

WATC’s strategic approach to risk management has been designed to ensure full 

compliance with the Treasurer’s Instruction 109 and has been deployed through decisionmaking 

at all levels. The agreed policy and protocols have been reviewed and updated 

to reflect changes in WATC’s operating environment. 

Corporate Governance is supported through a formal internal process that provides: 

> independent assurance of WATC’s risk management control; 

> an independent annual assessment of risk as a basis for developing and 

implementing the internal audit plan; and 

> reporting to the Board, Chief Executive Officer and Audit and Risk Management 

Committee on internal audit process and outcomes. 

Subsequent Events 

No significant events had occurred after 30 June 2002 to the date of signing this report 

to adversely affect the operations of the WATC. 

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42 



Compliance Statement 

The Honorable Clive Brown MLA 

Minister for Tourism 

Dear Minister, 

In accordance with Section 66 of the Financial Administration and Audit Act 1985, 

we hereby submit for your information and presentation to Parliament, the Annual 

Report for the Western Australian Tourism Commission for the year ended 30 June 

2002. The report has been prepared in accordance with the provisions of the Financial 


Legislation and Administration 

The Western Australian Tourism Commission Act 1983 and the Western Australian 

Tourism Commission Amendment Act 1994 govern the administration of the Western 

Australian Tourism Commission. 

The Western Australian Tourism Commission administers the Western Australian 

Tourism Commission Act 1983 and the Western Australian Tourism Commission 

Amendment Act 1994. 

Legislation impacting on WATC Activities 

In the performance of its functions, the WATC complies with the following relevant 

written laws: 

• Anti Corruption Act 1988 

• Anti Discrimination Act 1938 

• Archives Act 1983, Commonwealth 

• Censorship Act 1996 

• Commercial Tenancy (Retail Shops) 1989 

• Copyright Act 1993 

• Electoral Act 1907 

• Equal Opportunity Act 1984 

• Fair Trading Act 1987 

• Financial Administration and Audit Act 1985 

• Freedom of Information Act 1992 

• Government Employees Superannuation Act 1987 

• Income Tax Assessment Act 1936 

• Industrial Relations Act 1979 

• Industrial Relations Act 1990, Commonwealth 

• Library Board of Western Australia Act 1951-1983 

• Minimum Conditions of Employment Act 1993 

• Occupational Health, Safety and Welfare Act 1984 Public Sector Management Act 

1994 

• Official Corruption Commission Act 1988 

• Public Sector Management Act 1994 

• Salaries and Allowances Act 1975 

• State Supply Commission Act 1991 

• Treasury Regulations and Treasurer’s Instructions 

• Western Australian Tourism Commission Act 1983 

• Western Australian Tourism Commission Amendment Act 1994 

• Workers Compensation and Rehabilitations Act 1981 

• Workplace Agreements Act 1993 

In the financial administration of the WATC, we have complied with the requirements of 

the Financial Administration and Audit Act 1985 and every other relevant written law. 

We have exercised controls that provide reasonable assurance that the receipt and 

expenditure of moneys and the acquisition and disposal of public property, and incurring 

of liabilities, have been in accordance with legislative provisions. 

Procedures designed to ensure compliance and appropriate internal assessments have 

been put in place to satisfy us that this statement is correct. 

Alan Mulgrew 


CHAIRMAN 



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43 



Appendices 

Publications 

Publications 

The WA Tourism Commission produced a range of publications to promote Western 

Australia as a premier nature-based tourism destination and to satisfy compliance, 

stakeholder and potential customer requirements. Copies of publications are available 

by contacting the WA Tourism Commission or by visiting www.tourism.wa.gov.au 

Publication 

Annual Report 1999-2000 

Price 

Free 

Publication 

Winter Breaks 

Research Brief on Tourism (2 issues per year) 

Tourism Research Review WA State (Domestic: visitor numbers, 

expenditure, travel characteristics) 

Tourism Research Review – WA State (international, visitor numbers, 

expenditure, travel characteristics of 8 key international markets) 

Price 

Free 

Free 

$22.00 

$22.00 

Cooperative Marketing Guide 2000-2001 

Free 

Touristics (annual subscription – 2 issues per year) $22.00 

Corporate Calendar 2000-2001 

Draft Corporate Plan 2000-2001 

Partnership 21 2000-2005 

Free 

Free 

Free 

Tourism Research Reviews – WA regions (11 regions) (visitor numbers, 

expenditure, travel characteristics) 

Tourism Research Reviews – Towns/Shires (14 localities) (commercial 

Accommodation statistics, transport statistics, et al) 

$11.00 each 

$11.00 each 

Press Kit 

Brand WA Guidelines 

Tourism Association Marketing Guide 

Tourism Operator Marketing Guide 

In Touch Newsletter 

Free 

Free 

Free 

Free 

Free 

Guidelines for Tourism Signs — a set of guidelines for sign-posting 

tourist attractions and visitor-service facilities 

Free 

Designing Tourism Naturally $35.00 

Tourism Development Register $55.00 

Tourism Infrastructure and Product Development Plans 2001-2005 – for 

each of the 10 tourism regions of WA. 

Free 

Best on Earth in Perth 2001 Calendar 

Events Update (Aug 2000, Nov 2000, March 2001, June 2001) 

EventsCorp Corporate Brochure 

Film Permit Contacts 

Free 

Free 

Free 

Free 

Tourism Advantage: Education Resource Kit 

Workshop Manual (workshop separate) 

Free information on tourism services and attractions can be seen 

at the Western Australia web site www.westernaustralia.net; at 

www.tourism.wa.gov.au or through its links. 

$30.00 $42.90 

Free 

Perth and Fremantle Guide 

Free 

Wildflower Holiday Guide 

Free 

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44 



Appendices 

Research and Development Summary 

Advertising and Sponsorship 

Research and Development Summary 

Research and Development Activity 

Knowledge Sharing Strategy 

Partnership 21 Industry Plan 

ATDW (Australian Tourism Data Warehouse) 

Regional On-line Services Strategy 

PowerTour E-Booking Enhancement 

Personalised Information Service 

International Contact Management System 

See Australia Limited – Cooperative National Marketing Campaign 

National Sales Network 

National Trade Strategy 

Virtual Call Centre 

Western Australian Tourism Network 

Network WA 

International Market Development Strategy 

Interactive Television Development Strategy 

Tourism Research Briefs 

Tourism Satellite Account 

Tourism Development Register 

Food and Wine Tourism Strategy 

Nature Based Tourism Strategy 

Touch Product Development 

Status 

Ongoing 

Completed 

Ongoing 

Ongoing 

Completed 

Completed 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Completed 

Completed 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Advertising And Sponsorship 

As required by Section 175ZE of the Electoral Act 1907, the WATC reports that it has 

incurred expenditure during the financial year ended 30 June 2002 on the following: 

$ 

Advertising Agencies 1,921,002 

Market Research 

Organisations 

426,637 

Polling Organisations 0 

Direct Mail Organisations 2,694 

Media Advertising 

Organisations 

3,535,073 

Total 5,885,406 

Advertising Agencies $ 

303 Advertising 1,538,560 

Jaz Design & Multimedia 121,093 

Compac Marketing 106,007 

JMG Marketing 67,236 

Marketforce Productions 45,470 

BAC Productions 18,152 

The Image Fitz 18,070 

PR Agencies 

6,414 

Total 1,921,002 

Market Research 

Organisations 

Bureau Of Tourism 

Research 

$ 

238,098 

Donovan Research 95,520 

Patterson Market Research 50,941 

Market Equity P/L 42,078 

Total 426,637 

Polling Organisations $ 

- 0 

Total 0 

Direct Mail 

$ 

Organisations 

Brochure Direct Ltd 2,633 

Impact Publications 61 

Total 2,694 

Media Advertising 

Organisations 

$ 

Media Decisions 2,852,705 

The Ten Group Limited 564,000 

MPH Magazines (S) P/L 76,634 

Countrywide Publications 18,388 

BNC Television Service P/L 11,770 

Marketforce P/L 6,706 

Advance Press P/L 2,310 

Business News 831 

Rural Press Regional 

Media (WA) 

710 

Richmond News 459 

Eaton-Australind 

Newspaper 

261 

BRW Media 160 

Niche Media P/L 139 

Total 3,535,073 

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45 



Appendices 

How to Contact the Commission 

W A 

Perth 

HEAD OFFICE 

16 St Georges Terrace 

PERTH, Western Australia 6000 

GPO Box X2261 

PERTH, Western Australia 6847 

Tel: 08 9220 1700 

Fax: 08 9220 1702 

Web site: www.westernaustralia.net 

Email: welcome@tourism.wa.gov.au 

WESTERN AUSTRALIAN VISITOR 

CENTRE 

(Formerly known as PERTH VISITOR 

CENTRE) 

Forrest Place 

Ground Floor 

Albert Facey House 

Cnr Wellington Street 

PERTH, Western Australia, 6000 

Tel: 1300 361 351 

Fax: 08 9481 0190 

Email: travel@tourism.wa.gov.au 

Regional 

KIMBERLEY 



Suite 1, Cnr Dampier Street and Napier Terrace, 

BROOME 6725 

Tel: 08 9193 6122, Fax: 08 9193 6142 

Email: kimberley@tourism.wa.gov.au 

PILBARA 

State Government Office Building 

Cnr Searipple and Welcome Roads 

PO Box 294 

KARRATHA WA 6714 

Tel: 08 9185 0188, Fax: 08 9185 0189 

Email: pilbara@tourism.wa.gov.au 

GASCOYNE 

15 Stuart Street 

CARNARVON 6701 

Tel: 08 9941 2406, Fax: 08 9941 4713 

Email: gascoyne@tourism.wa.gov.au 

MID WEST 

SGIO Building 

Cnr Chapman Road and Cathedral Avenue 

GERALDTON 6530 

Tel: 08 9921 0716, Fax: 08 9964 5244 

Email: midwest@tourism.wa.gov.au 

GOLDFIELDS/ESPERANCE 

377 Hannan Street 

KALGOORLIE 6430 

Tel: 08 9021 0821, Fax: 08 9091 7340 

Email: goldfields@tourism.wa.gov.au 

HEARTLANDS 

PO Box 331 

NORTHAM 6401 

Tel: 08 9622 5627, Fax: 08 9622 7098 

Email: heartlands@tourism.wa.gov.au 


46 



PEEL 

Unit 11, 55 Mandurah Terrace 

MANDURAH 6210 

Tel: 08 9535 6167, Fax: 08 9535 4678 

Email: peel@tourism.wa.gov.au 

SOUTH WEST 

10th Floor, Bunbury Tower, 61 Victoria Street 

BUNBURY 6230 

Tel: 08 9791 9000, Fax: 08 9791 7077 

Email: southwest@tourism.wa.gov.au 

GREAT SOUTHERN 

Pyrmont House, 110 Serpentine Road 

ALBANY 6330 

Tel: 08 9841 8599, Fax: 08 9841 3319 

Email: southern@tourism.wa.gov.au 

Interstate 

VICTORIA 

Level 11, 50 Franklin Street 

MELBOURNE Victoria 3000 

Tel: 03 9663 2766, Fax: 03 9663 2120 

Email: lkeam@tourism.wa.gov.au 

NEW SOUTH WALES 

116 Cathedral Street 

WOOLLOOMOOLOO NSW 2011 

Tel: 02 9358 2499, Fax: 02 9358 5633 

Email: watcnsw@tourism.wa.gov.au 

QUEENSLAND 

6th Floor, 87 Wickham Terrace 

BRISBANE QLD 4000 

Tel: 07 3832 8849, Fax: 07 3832 8223 

Email: fborserini@tourism.wa.gov.au 

International 

JAPAN 

Australian Business Centre 

New Otani Garden Court Building, Level 28F, 

4-1 Kioi-cho, Chiyoda-ku TOKYO 102-0094 

Tel: 0011 81 3 5214 0797 

Fax: 0015 81 3 5214 0799 

Email: watcjapan@mte.biglobe.ne.jp 

SINGAPORE 

05-13 The Adelphi, 1 Coleman Street, 

SINGAPORE 179803 

Tel: 0011 65 6338 7772 

Fax: 0015 65 6339 7108 

Email: watcsin@pacific.net.sg 

MALAYSIA 

4th Floor, UBN Tower, Letterbox 51, 10 Jalan P 

Ramlee, 

50250 KUALA LUMPUR 

Tel: 0011 60 3 2072 5996 

Fax: 0015 60 3 2078 0380 

Email: watckul@attglobal.net 

UK/EUROPE 

5 th Floor, Australia Centre, Strand, 

LONDON WC2B 4LG 

Tel: 0011 44 20 7395 0580 

Fax: 0015 44 20 7379 9826 

Email: westozuk@tourism.wa.gov.au 

GERMANY 

Frankiskanerstrasse 15, (2nd Floor) 

81669 Muenchen 

GERMANY 

Tel: 0011 49 89 4411 9581 

Fax: 0015 49 89 4411 9582 

Email: di@tourism.wa.gov.au

Key 

Performance 

Indicators 

and 

Financial 

Statements 

Contents 

Page 

100 Year Forest, Pemberton 

iv. Key Performance Indicators and 

Financial Statements 

- Certification of Key Performance 

Indicators and Audit Opinion 48 

- Key Performance Indicators at 

Outcome Level 49 

- Outcome 1 - Promotion of Western 

Australia as a Tourist Destination 50 

Effectiveness Indicators 50 

Efficiency Indicators 59 

- Outcome 2 - An Enhanced Tourism 

Industry, Infrastructure and 

Product Base 64 

Effectiveness Indicators 64 

Efficiency Indicators 67 

- Statement of Financial Performance 68 

- Statement of Financial Position 69 

- Statement of Cash Flows 70 

- Notes to and Forming Part of the 

Accounts 71 

- Audit Opinion 87 

- Certification of Financial Statements 88 

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47

Certification of Key Performance Indicators and Audit Opinion 

AUDITOR GENERAL 


Financial statements for the year ended June 30, 2002 

To the Parliament of Western Australia 

WESTERN AUSTRALIAN TOURISM COMMISSION 

FINANCIAL STATEMENTS FOR THE YEAR ENDED JUNE 30, 2002 

Matters Relating to the Electronic Presentation of the Audited Financial Statements 

This audit opinion relates to the financial statements of the Western Australian Tourism 

Commission for the year ended June 30, 2002 included on the Western Australian Tourism 

Commissions web site. The Commission is responsible for the integrity of the Western 

Australian Tourism Commissions web site. I have not been engaged to report on the 

integrity of the Western Australian Tourism Commissions web site. The audit opinion 

refers only to the statements named below. It does not provide an opinion on any other 

information which may have been hyperlinked to or from these statements. If users of this 

opinion are concerned with the inherent risks arising from electronic data communications, 

they are advised to refer to the hard copy of the audited financial statements to confirm the 

information included in the audited financial statements presented on this web site. 

Scope 

I have audited the accounts and financial statements of the Western Australian Tourism 

Commission for the year ended June 30, 2002 under the provisions of the Financial 


The Commission is responsible for keeping proper accounts and maintaining adequate 

systems of internal control, preparing and presenting the financial statements, and 

complying with the Act and other relevant written law. The primary responsibility for the 

detection, investigation and prevention of irregularities rests with the Commission. 

My audit was performed in accordance with section 79 of the Act to form an opinion based 

on a reasonable level of assurance. The audit procedures included examining, on a test 

basis, the controls exercised by the Commission to ensure financial regularity in accordance 

with legislative provisions, evidence to provide reasonable assurance that the amounts and 

other disclosures in the financial statements are free of material misstatement and the 

evaluation of accounting policies and significant accounting estimates. These procedures 

have been undertaken to form an opinion as to whether, in all material respects, the 

financial statements are presented fairly in accordance with Accounting Standards and other 

mandatory professional reporting requirements in Australia and the Treasurers Instructions 

so as to present a view which is consistent with my understanding of the Commissions 

financial position, its financial performance and its cash flows. 

The audit opinion expressed below has been formed on the above basis. 

4 th Floor Dumas House 2 Havelock Street West Perth 6005 Western Australia Tel: 08 9222 7500 Fax: 08 9322 5664 

Audit Opinion 

In my opinion, 

(i) the controls exercised by the Western Australian Tourism Commission provide 

reasonable assurance that the receipt, expenditure and investment of moneys and 

the acquisition and disposal of property and the incurring of liabilities have been 

in accordance with legislative provisions; and 

(ii) the Statement of Financial Performance, Statement of Financial Position and 

Statement of Cash Flows and the Notes to and forming part of the financial 

statements are based on proper accounts and present fairly in accordance with 

applicable Accounting Standards and other mandatory professional reporting 

requirements in Australia and the Treasurers Instructions, the financial position 

of the Commission at June 30, 2002 and its financial performance and its cash 

flows for the year then ended. 

D D R PEARSON 


October 4, 2002 

We hereby certify that the performance indicators: 

1) are based on proper records; and 

2) fairly represent the performance of the Western Australian Tourism Commission for 

the year ended 30 June 2002. 

A Mulgrew 

L O'Meara 

CHAIRMAN 

DEPUTY CHAIRMAN 

Western Australian Tourism Commission Western Australian Tourism Commission 


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48 



4 th Floor Dumas House 2 Havelock Street West Perth 6005 Western Australia Tel: 08 9222 7500 Fax: 08 9322 5664

Key Performance Indicators 

Key Performance Indicators at Outcome Level 

Introduction 

Mindarie Keys Resort, Perth 

These indicators provide a comprehensive overview of the degree to which the two 

outcomes for WATC have been achieved. These are: 

(a) promotion of Western Australia as an attractive tourist destination; and 

(b) an enhanced tourist industry, infrastructure and product base. 

The WATC also seeks to enhance the image of Western Australia, nationally and 

internationally and increase overall industry performance as an important contribution 

to the State’s economy and development. 

The WATC does not control the very highest level results, such as level of visitation, visitor 

expenditure and investment as these are dependent on a range of factors and influences, 

many outside the Commission’s direct control or influence. However, the WATC plays an 

important role in contributing to the overall success of the industry, through its outputs 

and their relationship to higher-level government desired outcomes. 

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49 




Outcome 1 - Promotion of Western Australia as an Attractive Tourist Destination 

Effectiveness Indicators 

(1) The extent to which campaigns and promotional activities 

improved the level of ‘consumer awareness’ of Western 

Australia as an attractive tourist destination. 

Consumer awareness of Western Australia as a tourist destination provides a measure 

of the extent to which the State tourism potential is recognised by consumers. 

National Market 

Source 

1998, 1999, 2000 and 2001 Roy Morgan Research Holiday Tracking Survey (HTS). The 

HTS survey was conducted as part of a national omnibus survey on a weekly basis. 

Definition 

The survey focuses on measuring advertising awareness of holiday destinations in 

Australia; where people would prefer to go for short and long trips; and intention of 

taking such trips. Initial subscription by WATC was to the advertising awareness and 

the preference components of the HTS. 

Due to a change in methodology direct comparisons can only be made for the years 

2000-2001 and 2001-2002. In January 2000 Roy Morgan Research changed the HTS 

methodology to increase the sample size by 10,000 respondents and increased the 

frequency of surveys from monthly to continuous weekly interviewing and introduced 

a self-completion diary. More importantly, an 'overseas' response option was added to 

the Long Trip Preference questions, which had a detrimental effect on the preferences 

of eastern states consumers to holiday in WA, compared with overseas destinations. 

a) Perceived knowledge of Western Australia as a holiday 

destination. 

Perceived knowledge of Western Australia as a holiday destination 

by people in other states (interstate) 

01-02 00-01 99-00 98-99 

Category 

(%) (%) (%) (%) 

A lot 4.8 4.8 4.6 4.2 

Quite a bit 11.6 10.7 8.5 10.4 

Some 22.0 23.0 20.9 25.1 

A little 41.5 39.0 38.5 50.1 

None 19.3 20.2 24.5 8.8 

Can’t Say 0.9 2.3 3.1 1.4 

Note: 

I. Derivation: Population size of 14.18 million; number of respondents is 1,014; estimated error rate +/- 1.4% at 95% 

confidence level. 

Comment 

In comparing the results in 2001-2002 with the previous year the number of interstate 

consumers with no knowledge about Western Australia as a holiday destination 

decreased by 0.9%. There has also been an increase of 0.9% of consumers who 

perceived they had 'quite a bit' of knowledge. 

This element is only measured for the interstate market as previous research has 

demonstrated that almost all residents of Western Australia know what their own State 

offers as a holiday destination. 

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50 




Outcome 1 - Promotion of Western Australia as a Tourist Destination continued 

b) Long Trip Preference (Propensity to consider) 

The following table represents propensity by people in the interstate and intrastate 

markets to consider a holiday in Western Australia in the next two years, for three 

nights or more. 

Propensity to consider a holiday destination in Western Australia 

by market type 

01-02 00-01 99-00 98-99 97–98 

Market 

(%) (%) (%) (%) (%) 

Interstate 15.8 16.5 28.4 23.9 21.8 

Intrastate 31.2 26.0 40.8 38.1 35.1 

Notes: 

I. Definition: The above table represents propensity by people in both the interstate and intrastate markets to consider a 

holiday in any Australian State in the next two years, for three nights or more. 

II. 

Derivation: Interstate - Population size of 14.17 million; sample size of 50,518; number of respondents is 23,449 giving a 

response rate of 46%; estimated error rate +/- 0.3% at 95% confidence level. 

Intrastate - Population size of 1.55 million; sample size of 5,520; number of respondents is 2,230 giving a response rate of 

40%; estimated error rate +/- 0.9% at 95% confidence level. 

Comment 

In the national market, the indicator measures the destination where people would 

prefer to go to on holidays in Australia. For the purposes of this report, it is equivalent 

to the ‘Propensity to Consider’ measure reported for the international markets, but as 

it is based on a different research methodology, the measures cannot be compared. 

The result for 1997-1998 represents the last quarter of that year because the WATC 

only commenced subscription to the results in that quarter. Results from other States 

demonstrate little variation between quarters. 

Propensity to consider a holiday destination in Australia by State 

(National Market) 

01-02 00-01 99-00 98-99 97-98 

State 

(%) (%) (%) (%) (%) 

WA 17.3 17.2 29.5 28.2 26.3 

Qld 39.6 36.9 55.0 57.6 57.8 

NSW 27.3 25.7 26.0 26.4 25.6 

Vic 23.1 21.5 22.9 23.3 25.1 

NT 14.0 14.0 25.1 25.9 24.8 

Tas 14.4 13.3 23.2 23.1 21.1 

SA 12.2 11.3 16.5 16.3 17.0 

ACT 2.9 2.4 3.3 3.2 3.0 

Overseas 38.9 41.7 - - - 

Note: 

i. Derivation: Population size of 15.72 million; sample size of 56,038; number of respondents is 25,679 giving a response 

rate of 45.8%; estimated error rate +/- 0.3% at 95% confidence level. 

Comment 

The introduction of an 'overseas' response option to surveys conducted by Roy Morgan 

Research since January 2001 have produced lower 'Preference' figures for many States 

and Territories. These results are not directly comparable with those from previous years 

as the methodology has changed. A positive outcome is that the change in methodology 

provides a more accurate picture of consumer holiday preferences in terms of domestic 

and international destinations. WA remains the fourth most popular Australian destination 

for stays of three nights or more. 

A decrease of 0.7% in the propensity of people interstate who consider Western Australia 

as a long trip preference with an increase in intrastate consumers considering Western 

Australia as a holiday destination reflect the effects of the demise of Ansett and a 

decrease in airline capacity during the year. The effects of Ansett and the September 

11, 2001 terrorist attacks and campaigns such as the $100 million Holiday Catalogue 

stimulated intrastate consumers to consider Western Australia as a holiday destination 

resulting in an increase of 5.2%. 

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51 





c) Level of unprompted advertising awareness of Western 

Australia as a holiday destination 

Level of unprompted advertising awareness of Western Australia 

as a holiday destination - interstate 

01-02 00-01 99-00 98-99 97-98 

All Other States 

(%) (%) (%) (%) (%) 

Average 9.4 9.6 8.7 7.0 7.1 

Peak 16.8 12.0 12.4 12.6 11.7 

Note: 

i. Derivation: Population size of 14.19 million; number of respondents is 12,270; estimated error rate +/- 0.4% at 95% 


Comment 

Although the measure of advertising awareness is taken weekly via the Roy Morgan 

Research Holiday Tracking Survey, the most suitable measures of performance are: 

> the average level of awareness for the whole year; and 

> the highest or peak level of awareness for any month. 

There was little variation to the average level of advertising awareness for Western 

Australia as a holiday destination from the prior year and it is difficult to compare with 

results prior to 2000-2001 given the change in HTS methodology. However significant 

increases in peak advertising awareness can be directly attributed to the increased 

level of activity in Brand WA campaigns and the $100 Million Holiday Sale campaign 

conducted post September 11, 2001. 

Level of unprompted advertising awareness of Western Australia 

as a holiday destination - Intrastate 

01-02 

(%) 

00-01 

(%) 

99-00 

(%) 

98-99 

(%) 

97-98 

(%) 

Average 47.0 37.3 40.4 33.1 26.1 

Peak 69.8 50.6 50.4 59.5 37.6 

Note: 

i. Derivation: Population size of 1.54 million; number of respondents is 1,333; estimated error rate +/- 1.2% at 95% 


Comment 

The WATC conducted a number of television and print campaigns during 2001-2002 

which resulted in more advertising activity to consumers than in previous years. 

Awareness levels peaked at 69.8% in March 2002 following a Brand WA campaign. 

Another significant peak during the year of 64.2% occurred during December 2001 

following the $100 Million Campaign. 

Given people may not be able to recall awareness driven specifically by generic 

destination advertising alone, fluctuations throughout the year could also reflect other 

awareness-building activities, including advertising undertaken by other operators, such 

as coach companies and airlines. 

Fluctuations in advertising awareness throughout the year also reflect other awareness 

building activities including advertising undertaken by tourism operators, such as coach 

companies and airlines. The WATC provided financial support for cooperative tactical 

advertising to ensure the destination received appropriate exposure in the operators’ 

product advertisements. 

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52 





International Market 

Source 

NFO Donovan Research Survey for core international markets of Singapore, the United 

Kingdom and Malaysia. 

Definition 

The survey methodology focuses on measuring the consumers level of knowledge of 

WA as a holiday destination and propensity to consider WA as a holiday destination in 

a target market population that is defined by age and socio-economic status. 

a) Perceived knowledge of Western Australia as a holiday 

destination 

Singapore 

Perceived knowledge of Western Australia as a holiday 

destination - Singapore 

01-02 00-01 99-00 98-99 97-98 

Rating 

(%) (%) (%) (%) (%) 

A lot 4 4 8 3 11 

Quite a bit 31 20 23 15 38 

Something 38 33 27 35 32 

Very little 25 41 40 42 19 

Nothing 2 1 2 5 1 

Note: 

i. Derivation: Population size of 4 million; sample size of 400, 95% confidence level, +/-5% estimated error rate. 

Comment 

The lack of a positive or negative shift in the measurement for the knowledge category 

'a lot' for Singapore appears on face value to be disappointing however a significant 

jump has been achieved in the category 'Quite a Bit' providing an overall positive shift 

in awareness in Singapore from 24% in 2001 to 35% in 2002. Supporting this is the 

drop in consumers claiming to know 'very little' which has fallen from 41% in 2001 to 

25% in 2002. 

United Kingdom 

Perceived knowledge of Western Australia as a holiday destination 

- United Kingdom 

01-02 00-01 99-00 98-99 97-98 

Rating 

(%) (%) (%) (%) (%) 

A lot 6 5 5 3 3 

Quite a bit 9 15 11 11 7 

Something 31 37 20 23 24 

Very little 33 17 41 37 40 

Nothing 22 26 22 26 26 

Note: 

i. Derivation: Population size of 15 million in greater London region; sample size of 401, 95% Confidence level, +/- 5% 

estimated error rate. 

Comment 

Despite the highly competitive marketing environment in the UK consumer awareness 

of WA for the top measure 'A Lot' increased from 5% to 6%. Compounding this is the 

combined measure for the categories 'A Lot' and 'Quite a Bit' which shows an overall fall 

in awareness from 20% to 15%. This can be attributed to a number of factors including 

a highly competitive marketing environment (GBP5million campaign by South Africa) 

and a loss in consumer interest and desire to travel long haul following September 11, 


Malaysia 

Perceived knowledge of 

Western Australia as a holiday 

destination – Malaysia 

01-02 00-01 

Rating 

(%) (%) 

A lot 7 5 

Quite a bit 18 20 

Something 42 33 

Very little 30 33 

Nothing 3 9 

Note: 

i. Derivation: Population size of 24 million; sample size 

of 392, 95% confidence level, +/- 5% estimated error 

rate. Due to rounding, total percentages may not equal 

100% for the above tables. 

Comment 

There has been a positive shift in 

awareness from the category 'Quite a 

Bit' to 'A Lot' suggesting the Brand WA 

campaign initiatives have been successful 

in positioning the State as a desirable 

holiday destination. 

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53 





United Kingdom 

Propensity to consider Western Australia as a holiday destination 

- United Kingdom 

01-02 00-01 99-00 98-99 97-98 

Rating 

(%) (%) (%) (%) (%) 

Definitely consider 27 34 34 28 27 

Might consider 39 38 34 39 39 

Not consider 24 22 27 19 19 

Don’t know 10 6 4 15 15 

Note: 

i. Derivation: Population size of 15million in greater London region; sample size of 401, 95% Confidence level, +/- 5% 

estimated error rate. 

b) Propensity to consider Western Australia as a holiday 

destination 

Singapore 

Propensity to consider Western Australia as a holiday destination 

- Singapore 

01-02 00-01 99-00 98-99 97-98 

Rating 

(%) (%) (%) (%) (%) 

Definitely consider 15 13 10 15 25 

Might consider 51 35 52 47 46 

Not consider 33 44 36 38 21 

Don’t know 1 8 2 1 9 

Note: 

Sunset over Chinaman's Beach, Kalbarri 

i. Derivation: Population size of 4 million; sample size of 400, 95% confidence level, +/- 5% estimated error rate. 

Malaysia 

Propensity to consider Western 

Australia as a holiday destination 

- Malaysia 

Rating 

Definitely 

consider 

01-02 

(%) 

00-01 

(%) 

16 12 

Might consider 48 35 

Not consider 32 41 

Don’t Know 5 13 

Comment 

Note: 

i. Derivation: Population size of 24 million; sample size 

of 392. 95% confidence level, +/- 5% estimated error 

rate. 

Due to rounding, total percentages may not equal 

100% for the above tables. 

Survey data was collected in Malaysia in 2000-2001 for 

the first time. 

Converting awareness to desire is a critical component of the WATC’s marketing efforts. 

There was a positive shift in consideration for the top measure 'Definitely Consider' 

in the Singapore and Malaysia markets following the Brand Campaigns. In the UK 

our marketing efforts were seriously affected due to the high volume of competitive 

marketing following the September 11, 2001 crisis and an overall drop in consumer 

confidence in long-haul holiday travel. As a result the WATC’s Brand WA campaign has 

been impacted and a downturn in consideration for the top level ‘definitely consider' 

reported for the market. 

W A 




54 





W A 

(2) The extent to which activities of the Western Australian 

Tourism Commission improved the level of ‘trade 

awareness’ of Western Australia as an attractive tourist 

destination. 

As tourist destination choices and purchases can be influenced by travel agents, 

the WATC actively promotes Western Australia to these industry or trade operators. 

Therefore, trade awareness of Western Australia as a tourist destination and the 

propensity to recommend Western Australia as a destination to the customers also 

indicates the extent to which the State is being successfully promoted. 

Source 

Annual Survey conducted by Patterson Market Research to measure the level of 

influence the WATC has on the trade regarding its awareness of Western Australia’s 

tourism products and its propensity to recommend WA’s tourism products to its 

customers. The trade refers to retail and wholesale travel agents. 

Definition 

The national market includes only interstate trade who are serviced by the WATC’s 

interstate sales team. Only agents who were targeted during the year are included in 

the survey population. 

a) Knowledge levels of WA product 


Knowledge levels of WA product amongst retail travel agents for the 

national market 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) (%) (%) (%) (%) 

Note: 

10 2 4 1 1 3 3 

9 8 16 16 16 12 10 

8 38 33 37 43 40 38 

7 28 20 26 22 26 16 

6 14 17 13 8 8 10 

1-5 10 9 6 10 12 23 

i. Derivation: Sample size 100; 53% response rate; 95% confidence level, +/- 7.0% estimated error rate. Rating out of 10 

(10 denotes “excellent awareness of WA”; 1-5 denotes “very poor knowledge of WA”). Due to rounding, total percentages 

may not equal 100%. 




55 



Comment 

There was a significant increase in the number of travel agents who indicated that they 

now had good knowledge of WA product as a result of training provided by interstate 

marketing staff and familiarisation programs. 


Knowledge levels of WA product amongst retail and wholesale travel 

agents for the international core markets 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) %) (%) (%) (%) 

10 20 30 27 29 20 19 

Note: 

9 27 23 17 32 19 25 

8 25 26 34 25 31 21 

7 20 12 14 8 14 12 

6 5 2 8 3 9 14 

1-5 3 7 0 3 7 9 

i. Derivation: Sample size 44; 69% response rate; 95% confidence level; +/- 8% estimated error rate. 

Rating out of 10 (10 denotes “Excellent awareness of WA”; 1-5 denotes “very poor knowledge of WA”). Due to rounding 

total percentages may not equal 100%. 

Comment 

There was a decline in ‘excellent awareness of WA’ in international trade knowledge of 

Western Australia over the past 12 months. The research findings to date only provide 

actual numbers without any anecdotal evidence which may identify reasons for this 

decline. Further qualitative research may be required to determine the cause of this 

decline although it is clearly evident international tourism marketing has been adversely 

affected by the events of September 11, 2001 causing many international operators to 

focus on regional or cross border travel as opposed to long haul travel.



b) WATC contribution to the current knowledge levels 


WATC contribution to current knowledge levels amongst retail travel 

agents about WA product 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) (%) (%) (%) (%) 

Very significant 31 31 31 31 31 20 

Significant 40 47 56 45 55 54 

Insignificant 15 6 8 6 9 13 

Not at all 12 9 2 7 5 11 

Don’t know 2 8 2 11 NA NA 

Note: 

i. Derivation: Sample size 100; 53% response rate; 95% confidence level, +/- 7% estimated error rate. Due to rounding, 

total percentages may not equal 100% for the above table. 

Comment 

Seventy one percent of travel agents surveyed reported that WATC interstate staff 

had at least a 'significant' impact on their knowledge about WA product compared to 

78% in the previous year. An increase in responses for the 'Not at all' and 'insignificant' 

categories highlights the need to place more emphasis on providing effective training 

to travel agents. 


WATC contribution to current knowledge levels amongst retail and 

wholesale travel agents about WA product 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) (%) (%) (%) (%) 

Very significant 30 30 29 38 32 13 

Significant 64 61 56 46 51 68 

Insignificant 7 5 14 14 12 14 

Not at all 0 4 2 2 3 4 

Note: 

i. Derivation: Sample size 44; 69% response rate; 95% confidence level, +/- 8% estimated error rate. Due to rounding 


Comment 

Overall, 94% of respondents indicated that the WATC had a 'significant' or 'very 

significant' contribution to their current level of awareness of WA tourism products, a 

3% increase on the result last year. Just 7% of the respondents indicated that WATC had 

an 'insignificant' or 'not at all' significant effect on their current level of awareness. 

c) Likelihood of recommending Western Australia for a holiday 

to customers now as compared to 12 months ago 


Likelihood of recommending WA for a holiday to customers now as 

compared to 12 months ago 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) (%) (%) (%) (%) 

More likely 

54 61 76 56 75 49 

now 

About the 

same 

44 38 22 44 25 49 

Less likely now 2 2 2 0 0 0 

Don’t know 0 0 0 0 0 2 

Note: 


total percentages may not equal 100% for the above table. 

Comment 

Interstate training strategies continue to show positive results with 98% of travel agents 

surveyed responding that they were either the same or more likely to recommend WA 

for a holiday to their customers. Major reasons for this strong result included; they now 

had a greater knowledge of WA products (67%); have always promoted WA/people go 

there anyway (41%); now had increased confidence in selling the destination (37%); 

have visited and can now recommend/organised tours helpful (28%). 

W A 




56 






Likelihood of recommending WA for a holiday to customers now as 

compared to 12 months ago 

01-02 00-01 99-00 98-99 97-98 96-97 

Rating 

(%) (%) (%) (%) (%) (%) 

More likely 

55 60 78 62 62 63 

now 

About the 

same 

39 38 22 37 31 35 

Less likely now 7 0 0 0 7 1 

Don’t know 0 2 0 3 0 0 

Note: 



Comment 

94% of respondents were either 'More likely now' to recommend WA as a holiday 

destination or remained ‘About the same' level of intention. 2001-2002 results reflect 

the highly volatile nature of international destination marketing over the past year. 

(3) The extent to which visitor expenditure is generated from 

incremental tourism initiatives, i.e. Western Australia 

convention and incentive travel, Tourist Centre, events and 

tactical campaigns. 

A number of WATC initiatives are specifically directed at generating additional tourism 

activity and visitor expenditure, facilitating social and economic benefit for Western 

Australia. This is known in the industry as 'incremental tourism activity' because the 

additional expenditure in the State by tourists would not have occurred if these extra 

initiatives had not been implemented. 

Visitor expenditure generated from incremental tourism ($ million) 

WA Visitor 

Centre 

Hosted Events 

Tactical 

Campaigns 

Conventions 

& Incentives 

Hosted 

Total Year 

2001-2002 23.7 42.0 11.6 44.8 122.1 

2000-2001 24.1 33.1 13.6 44.9 115.7 

1999-2000 29.3 65.7 15.9 - 110.9 

1998-1999 22.8 43.3 11.3 - 77.4 

1997-1998 19.9 60.6 6.0 - 86.5 

1996-1997 16.2 20.3 1.0 - 37.5 

Total 136.0 265.0 59.4 89.7 550.4 

Note: 

i. Definition: The results for the WA Visitor Centre have been calculated using the most recent visitor expenditure rates 

available (at time of publishing) from the Domestic Tourism Expenditure Research Program. 

Comment 

The significant reduction in visitor expenditure generated by the WA Visitor Centre reflects 

the impact of the WA Tourism Network on its business and a general downturn in tourism 

as a result of reduced airline capacity into the State following the collapse of Ansett. 

A successful year of events, including the Johnnie Walker Classic which was held in 

WA for the first time, helped contribute to a substantial increase in visitor expenditure. 

While many Tactical Campaigns were undertaken to assist industry through the crisis 

of September 11 and 14, the time lag between the completion of campaigns and the 

receipt of results from partner operators has meant that not all visitor expenditure can 

be included in the above table. Conventions and Incentives pro-active response to the 

loss of business as a result of the events previously mentioned saw improved visitor 

expenditure figures for 2001-2002. 

Therefore, the level of incremental tourism activity, as measured by visitor expenditure, 

provides another indicator of the success in promoting Western Australia as a tourist 

destination. 

W A 




57 





(4) The extent to which bids were successful for meetings, 

incentive travel, conventions and events 

Estimated economic impact of successful bids ($ million) 

Events 

Conventions 

(International) 

Conventions 

(National) 

Meetings and 

Incentives 

2001-2002 44.4 46.8 46.1 51.4 

2000-2001 31.9 53.2 62.1 46.5 

1999-2000 23.0 42.3 54.2 63.0 

1998-1999 55.7 49.5 34.1 47.3 

1997-1998 47.1 41.0 37.1 64.0 

1996-1997 16.9 51.2 38.4 89.6 

Notes: 

i. Definition: The following table provides details of WATC effectiveness in winning bids during the year in terms of their 

expected economic impact for the State. 

ii. 

Derivation: To more accurately reflect economic impact rather than direct visitor expenditure, a multiplier of 2.17 has 

been applied to Conventions, Meetings and Incentives. Although the bid was successful during the year, the actual event, 

convention or incentive travel may be held in the same or subsequent years. 

Comment 

As there is often a delay between bidding for events, conventions and incentive travel, 

and the staging of the activity (up to five years), it is important that success is measured 

annually to ensure activities are planned for the future. 

The function of bidding for conventions, meetings and incentive travel groups is contract 

managed by WATC under a performance management system with the supplier, Perth 

Convention Bureau. 

It is noted that the estimated Economic impact of successful event bids is brought to 

account in the year when the contract is signed. It should be noted that the WATC also 

bids for events that do not generate significant economic benefit to the State, but which 

generate significant national and international media coverage. 

The high number of bids won for events reflects the focus in the past year by EventsCorp 

on its core business of attracting events to Western Australia. Many of these events 

had been under development for one to two years and were secured in the 2001-2002 

financial year. 

of global events on the convention market. However future bookings indicate that the 

increased infrastructure in the Perth market and the expansion by Perth Convention 

Bureau (PCB) into facilitating regional centres to successfully bid for conventions and 

strong destination marketing campaigns by PCB and industry partners are proving to 

be successful strategies. 

(5) Level of industry support and revenue generated 

Market 

Revenue generated through industry support 

01-02 

Support 

$ 

00-01 

Support 

$ 

99-00 

Support 

$ 

98-99 

Support 

$ 

97-98 

Support 

$ 

96-97 

Support 

$ 

National 1,169,426 508,669 727,017 766,927 532,899 181,983 

WA Visitor 

Centre 

777,277 800,157 886,345 789,876 778,245 860,966 

International 2,349,905 2,732,246 1,775,406 1,577,762 1,158,019 1,118,011 

Events 4,777,738 4,415,178 6,404,055 4,061,956 5,280,382 3,521,826 

Conventions & 

Incentive Travel 

792,586 550,030 520,969 426,802 418,705 199,467 

Total 9,866,932 9,006,280 10,313,792 7,623,323 8,168,250 5,882,253 

Note: 

i. Definition: The above table provides details of WATC’s effectiveness in terms of increasing the level of industry support 

for promotion of WA as a tourism destination and the dollar contribution provided by industry. 

Comment 

The amount of financial support provided by industry continues to be significant with 

just under $10 million contributed to WATC activities in 2001-2002 or $0.34 for every 

dollar invested by Government. 

The shift in revenue generated in the National and International markets is a direct 

reflection of the increased activity and resources directed towards intra and interstate 

marketing as a result of global events. 

The result is satisfactory given the financial climate that prevailed during the year. 

W A 

The 2001-2002 results for both international and national conventions shows a decrease 

in successful bids from the previous year. These results were expected due to the impact 




58 






The ratio provides a comparison between resources expended (as measured in hundreds 

of thousands of dollars) in the respective interstate and intrastate markets to the level 

of awareness achieved as measured by a consumer awareness index. The index uses 

the levels of consumer awareness measures as reported for the national markets at 

Effectiveness Indicator 1. The index is calculated differently for each market using the 

following formulae: 

Interstate: The sum of the percentages for Perceived Knowledge for 'some' and above, 

the annual average of Propensity to Consider (preference) and the annual average of 

Level of Advertising Awareness, divided by three. 

W A 

Efficiency Indicators 

(1) Ratio – Total cost of campaigns and activities relative to the 

level of ‘consumer awareness’ of Western Australia as an 

attractive tourist destination 

This efficiency indicator is a ratio comparing the level of resources expended (as 

measured in hundreds of thousands of dollars) in various markets to the level of 

awareness achieved as measured by a 'consumer awareness index'. The ratio is 

valuable as it allows comparison regarding the efficiency of marketing activities in 

selected markets to be reviewed longitudinally. Comparisons may also be made to 

other similar agencies using the same indicator for the same selected markets, should 

such data become available in the future. 

Although results for this indicator have been reported since 1995-1996 when the initial 

benchmark studies were conducted, some changes in either survey methodology or 

selected markets mean that comparisons over time have not always been able to be 

maintained. 



The Gap, near Torndirrup National Park, Albany 


59 



Intrastate: The sum of the percentages for annual average Propensity to Consider 

(preference) and the annual average of Level of Advertising Awareness, divided by 

two. 

Ratio – Total cost of campaigns and activities relative to the level of 

national consumer awareness of Western Australia as an attractive 

tourist destination. 

Cost of Resources 

Consumer Index 

Ratio 

($100,000s) 

Year 

Interstate 

Market 

Intrastate 

Market 

Interstate 

Market 

Intrastate 

Market 

Interstate 

Market 

Intrastate 

Market 

2001-2002 55.37 14.67 21.2 39.1 1:0.38 1:2.66 

2000-2001 30.5 9.38 21.5 31.7 1:0.70 1:3.37 

1999-2000 26.16 8.91 23.7 40.6 1:0.91 1:4.56 

1998-1999 27.94 8.66 24.0 36.0 1:0.86 1:4.16 

Note: 

i. The Interstate Cost of Resources for the first time in 1999-2000 included a proportion of the expenditure for regional 

cooperative marketing initiatives that is provided to Regional Tourism Associations (RTA’s). 

Comment 

Additional campaigns were conducted in 2001-2002 in response to the Ansett and 

September 11 crises. These additional campaigns had a significant positive effect 

in the intrastate market where the consumer index increased from 31.7 to 39.1 and 

consequently the ratio decreased due to increased levels of expenditure and activity. 

In the interstate market all states increased their marketing efforts in response to the 

crises once the propensity for travel domestically was identified. In this environment, 

Western Australia performed well to maintain its consumer index level at 21 considering 

the lack of availability of incentive fares in the market place.




The efficiency ratio for the international markets is similar to that of the national, but 

as they utilise different survey methodologies the results are not directly comparable. 

However, as the survey methodology for the international markets has not changed 

from that used in the last four years, comparisons for these years are reported. 

The ratio provides a comparison between the resources expended (as measured in 

hundreds of thousands) on international marketing activities to the level of awareness 

achieved, as measured by a consumer index and reported by the core international 

markets targeted during the year. The level of awareness measures utilised are those 

reported for three international markets reported at Effectiveness Indicator 1. The 

Consumer Index is calculated as follows using the individual market survey results: 

Consumer Index: The sum of the percentages for Perceived knowledge for 'something' 

and above, and Propensity to Consider the categories of 'might consider' and above, 

divided by two. 

As part of the Brand WA marketing strategy major campaigns were undertaken in the 

United Kingdom, Singapore and Malaysia. Due to the high cost of advertising in Japan 

the WATC did not run a dedicated Brand WA campaign in 2001-2002. Instead WA 

participated in a cooperative tactical advertising campaign with the ATC and Qantas 

in Eastern Japan and Singapore Airlines in Western Japan which was not measured 

by the ATC. 

Ratio – Total cost of campaigns and activities relative to the level 

of international consumer awareness of Western Australia as an 

attractive tourist destination 

Singapore Market 

Cost of 

Year 

Resources Consumer Index Ratio 

($100,000s) 

2001-2002 18.73 69.5 1:3.71 

2000-2001 13.76 52.5 1:3.82 

1999-2000 8.94 60.0 1:6.71 

1998-1999 6.94 57.5 1:8.29 

1997-1998 9.05 76.0 1:8.40 

United Kingdom Market 

Cost of 

Year 

Resources 

($100,000s) 

Consumer Index 

Ratio 


2000-2001 29.18 64.5 1:2.19 

1999-2000 23.23 52.5 1:2.26 

1998-1999 24.61 52.0 1:2.11 

1997-1998 24.88 50.0 1:2.01 

Malaysian Market 

Year 

Cost of 

Resources Consumer Index Ratio 

($100,000s) 


2000-2001 2.6 52.5 1:20.22 

Comment 

The UK results for 2001-2002 indicate a reasonable outcome given the highly volatile 

nature of the tourism marketing climate in the United Kingdom since 11 September 

2001. While the awareness measurement for the category 'A Lot' remained strong, 

lower measurement levels have dragged the consumer index down. The WATC brand 

campaign was also adversely affected by strong competitor spend. South Africa, for 

example, spent GBP5 million over the past eight months to capture market share. 

The result for Singapore reflects a concerted effort to use partner funds to leverage 

media exposure for the WA brand campaign. The higher spend has achieved a higher 

than expected consumer index figure for 2001-2002. The Malaysia result is an excellent 

outcome and builds on the benchmark figures established in 2000-2001 for the level of 

efficiency of Malaysia brand campaigns. 

W A 




60 





W A 

(2) Ratio – Total cost of campaigns and activities relative to the 

level of ‘trade awareness’ of Western Australia as an attractive 

tourist destination 

This efficiency indicator is a ratio that compares the level of resources expended (as 

measured in hundreds of thousands) in various markets to the level of trade awareness 

achieved as measured by a 'Trade Awareness Index'. 

The value of the ratio is that it allows a comparison over time regarding the efficiency of 

marketing to trade operators, such as retail and wholesale travel agents, in the national 

and international markets respectively. 

Comparisons may also be made to other similar agencies using the same indicator for 

the same markets, should such data become available in the future. 



hundreds of thousands) in the national market (interstate), to the level of awareness 

achieved as measured by a consumer trade index. The index uses the levels of trade 

awareness measures as reported for the national markets at Effectiveness Indicator 2. 

The index is calculated using the following formula: 

Trade Awareness Index: The sum of the percentages for "Knowledge levels of WA 

product using the rating of ‘8’ and above", “WATC contribution to knowledge levels for 

‘significant’ and above” and “Likelihood of recommending WA for a holiday”, divided 

by three. 

National Trade Awareness Index 

Year 

Cost of 

Trade Awareness 

Resources 

Index 

($100,000s) 

Ratio 


2000-2001 12.17 64.00 1:5.26 

1999-2000 11.68 72.33 1:6.19 

1998-1999 8.56 64.00 1:7.48 

1997-1998 11.36 72.00 1:6.34 

1996-1997 10.89 58.00 1:5.33 

Note: 


cooperative marketing initiatives that is provided to Regional Tourism Associations (RTAs). 




61 



Comment 

The Trade Awareness Index has decreased in 2001-2002 as a consequence of a 

reduction in resources allocated to this area. Resources were reallocated to focus on 

Brand awareness and partnering tactical campaigns. 



hundreds of thousands) in the respective international markets, to the level of awareness 

achieved, as measured by a consumer trade index. The index uses the levels of trade 

awareness measures as reported for the international markets at Effectiveness Indicator 

2. The index is calculated using the following formula: 

Trade Awareness Index: The sum of the percentages for “Knowledge levels of WA 

product using the rating of ‘8’ and above”, “WATC contribution to knowledge levels” for 

‘significant’ and above” and “Likelihood of recommending WA for a holiday”, divided 

by three. 

International Trade Awareness Index 

Year 

Cost of 

Trade Awareness 

Resources 

Index 

($100,000s) 

Ratio 


2000-2001 27.91 76.67 1:2.75 

1999-2000 33.08 80.33 1:2.43 

1998-1999 21.67 71.00 1:3.28 

1997-1998 21.69 72.00 1:3.32 

1996-1997 19.99 70.00 1:3.50 

Note: 


cooperative marketing initiatives that is provided to Regional Tourism Associations (RTA’s). 

Comment 

The WATC has continued to focus trade marketing efforts on raising trade awareness 

of the State and its tourism product. The 2001-2002 outcome is slightly disappointing 

but not unexpected in light of the volatility of the global marketing environment since 

September 11, 2001 and the trade focus on short haul or regional travel rather than long 

haul. The Trade Awareness Index of 73.64 is considered to be comparatively strong for 

international trade marketing activity over the last 12 months.



(3) Ratio of cost of incremental tourism activities to visitor 

expenditure generated 

This indicator provides a ratio indicating the rate of return for each $1 of gross 

operating cost expended for the selected incremental business activities, as reported 

in Effectiveness Indicator 3. 

Ratio of $1 of WATC gross operating cost of incremental tourism 

activity to visitor expenditure generated 

Activity 01-02 00-01 99-00 98-99 97-98 96-97 

WA Visitor Centre 1:4.69 1:4.98 1:8.70 1:8.89 1:6.62 1:5.57 

Events hosted 1:3.83 1:4.49 1:5.15 1:4.27 - - 

Tactical campaigns 1:3.77 1:4.60 1:4.50 1:3.02 1:2.30 1:0.47 

Notes: 

i. The results for the WA Visitor Centre have been calculated using the most recent visitor expenditure rates available from 

the Domestic Tourism Expenditure Research Program. 

ii. 

iii. 

For events hosted, the measure is the ratio of the total economic impact on the State by hosting events divided by 

gross cost, spread over a period of three years. The three-year period has been adopted as it is considered that it takes 

approximately that time from securing an event to actually hosting it. 

Tactical campaigns comprise those implemented in national and international markets. 

Comment 

The events of September 11 (terrorist attack on the USA) and 14 (Ansett collapse) had 

a profound affect on visitor numbers to the State as consumer confidence in air travel 

nose-dived and airline seat capacity into and around WA effectively halved. Against this 

backdrop the Government provided an additional $5m for marketing activity to assist 

the industry to offset the severe downturn in business. 

(4) Ratio of WATC cost to value of successful bids 

This indicator is used to monitor the efficiency of activities relating to the research, 

preparation and submission of bids for events, conventions and incentive travel. The 

indicator provides a ratio comparing $1 of WATC gross cost to the level of estimated 

economic impact from the events, and direct delegate expenditure for conventions and 

incentive travel to be hosted in the State. 

Ratio of $1 of WATC gross operating cost of bidding activities to 

the estimated economic impact from successful bids from events 

and the direct delegate expenditure from conventions and incentive 

travel groups 

Activity 01-02 00-01 99-00 98-99 97-98 96-97 

Events 1:40.55 1:42.46 1:21.00 1:58.22 1:60.66 1:30.68 

Conventions (National 

and International) 

Corporate Meetings 

and Incentive Travel 

Groups 

Note: 

1:53.64 1:65.56 1:53.04 1:44.85 1:36.51 1:48.28 

1:89.04 1:79.34 1:103.80 1:72.68 1:77.12 1:87.04 

i. In 1998-1999 financial year, the value of economic impact from corporate meetings was included for the first time with 

incentive travel instead of conventions. Corporate meetings have historically comprised a minor portion of the economic 

impact from conventions. 

Comment 

The events bid ratio has declined slightly and is indicative of a trend towards increased 

bidding costs as a result of increased national and international competition for events. 

The collapse of Ansett had a market affect on the number of National Conventions held 

in Perth during 2001-2002 and the resultant reduction in capacity and increased cost of 

air travel to the State continues to impact on WA’s ability to attract national conventions. 

The attack on the World Trade Centre in September also affected international convention 

business. By contrast, Corporate Meetings and Incentive Group Travel business wasn’t 

affected so dramatically. There was also an increase in the number of corporate meetings 

held and more efficient programs were implemented that reduced the cost of procuring 

meetings and incentive travel groups. 

It should be noted that the ratio indicator for tactical campaigns is based on results 

provided by partners at the time this Annual Report was prepared and additional results 

are expected from campaigns just completed or that are still in progress. The events 

hosted ratio reflects the increasing cost of running existing events and of attracting new 

events, such as the Johnnie Walker Classic. Ongoing implementation of the WA Tourism 

Network has reduced the number of bookings made by the Western Australian Visitor 

Centre, and as a consequence, the amount of revenue raised. 

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62 





(5) Ratio of WATC cost to industry support and revenue 

generated 

In line with WATC partnership objectives for many of its activities, cooperative funding 

from non-State Government tourism industry participants is sought for a range of 

marketing and other relevant initiatives. Additionally, revenue is generated from some 

limited commercial and retail operations. By obtaining this type of funding, the WATC 

is able to supplement funding from the State Government to engage in additional 

promotional and marketing activities for the benefit of the State. 

The decrease reported in the international marketing segment reflects the downturn 

experienced as a result of global events. The subsequent increase in ratio in the 

national marketing segment reflects the shift in emphasis and increase in activity after 

September 11, 2001. 

The indicator provides a ratio which compares the level of State Government funding 

resources ($1 of WATC net cost) to the level of cooperative funding attracted from non- 

State Government sources through various initiatives. 

Ratio of $1 of WATC net cost to industry support and revenue 

generated 

Activity 01-02 00-01 99-00 98-99 97-98 96-97 

National Marketing 1:0.16 1:0.09 1:0.20 1:0.11 1:0.09 1:0.03 

WA Visitor Centre 1:0.19 1:0.28 1:0.39 1:0.35 1:0.36 1:0.44 

International 

Marketing 

1:0.24 1:0.37 1:0.23 1:0.25 1:0.18 1:0.17 

Events 1:0.47 1:0.61 1:0.90 1:0.74 1:0.74 1:0.63 

Conventions, 

Meetings & Incentive 

Travel 

1:0.75 1:0.53 1:0.50 1:0.40 1:0.33 1:0.18 

Total 1:0.30 1:0.37 1:0.47 1:0.34 1:0.36 1:0.27 

Note: 

i. The results for both National and International Marketing are understated each year because a significant amount of 

industry support is obtained from joint marketing activities undertaken at the national and international level with the 

Australian Tourism Commission and at the regional level through local Government investment. These amounts cannot be 

included in the financial accounts. 

Comment 

While events still generated the greatest amount of private sector revenue, the event 

ratio fell from 1:0.61 in 2000-2001 to 1:0.47 in 2001-2002 due to the funding the Johnnie 

Walker Classic golf event for the first time. The event does not generate direct revenue 

for the WATC. 

W A 




63 




Outcome 2 - An Enhanced Tourism Industry, Infrastructure and Product Base 

No of Project Sites 

Progressed to Agreed Stage 

Year 

Actual 

2001-2002 2 

2000-2001 6 

1999-2000 7 

1998-1999 6 

1997-1998 3 

Definitions: 

i. Infrastructure site – Refers to a physical location or construction of a tourism-related piece of infrastructure. 

ii. 

Agreed stage – Some projects are worked on over a number of years. These projects are divided into stages that 

represent significant milestones in the project’s evolution from conception to completion. “Agreed Stage” is one that has 

been endorsed by the WA Tourism Commission Board as part of the annual Operational Plan process. 

Effectiveness Indicators 

Chapman Valley Wines, Chapman Valley, Mid West 

(1) Number of infrastructure project sites worked on and 

progressed to agreed stage 

The development of tourism-related infrastructure sites provides valuable assets for the 

tourism industry and the State in general. Therefore, the more infrastructure assets, the 

greater the benefit. For this reason, the number of sites progressed is included as an 

indicator of effectiveness for the outcome of tourism development. 

It should be noted that while the WATC has significant influence over the progress 

of identified infrastructure projects, external events outside its control may impact on 

progress. 

Using the Western Australian Tourism Development Strategy as a basis, the WATC 

identified a number of priority project sites and worked with State and local government 

agencies to progress planning and approval processes to allow development to 

proceed. 

The specific infrastructure projects sites progressed during the year were: 

Infrastructure Project 

Karijini National Park, safari style 

accommodation 

Kununurra - Accommodation 

Agreed Stage of Progression 

Gumala contracting has been awarded 

preferred tenderer status and have 

commenced construction of stage one 

being powered sites within the Savannah 

Camping Area. Expected completion date 

for this stage is Mid 2003. 

Land for the Lake Argyle Tourist Village 

is vested in the WA Tourism Commission 

with the power to lease. In late 2002 a 

'request for proposal' process will be 

undertaken to enable an organisation or 

individual to lease this from the WATC 

with a view to enhancing the current 

accommodation facilities available at this 

site. 

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Outcome 2 - An Enhanced Tourism Industry, Infrastructure and Product Base continued 

(2) Number of tourism products and projects developed 

The development of tourism-related products and projects provide tangible and intangible 

assets for the tourism industry. As with infrastructure assets, the greater the number, 

the greater the benefit to the industry. For this reason, the number of tourism-related 

products and projects developed is provided as an indicator of the effectiveness for the 

outcome of tourism development. The involvement of WATC is to identify, facilitate and 

ensure the development of these products and projects, either acting as lead agency 

or participating in a development team led by another Government agency. 

This performance indicator relates to the achievement of pre-identified stages within a 

range of key projects that WATC staff are involved in throughout the state. 

It should be noted that while the WATC has significant influence over the development 

of tourism products and projects, external events outside its control may affect their 

progress. 

No. of Tourism Products and 

Projects Developed 

Year 

Actual 

2001-2002 66 

2000-2001 24 

1999-2000 29 

1998-1999 21 

1997-1998 9 

Definitions: 

i. Product means non-infrastructure but physical tourism-related product that can be purchased or used by a consumer or 

visitor to an area once completed. Examples include a holiday chalet complex, transport tour or interpretive centre. 

ii. 

iii. 

Project means a significant activity such as a strategy document progressed to completion, or, an element of a significant 

tourism-related development project, which is not being coordinated by the WATC. 

Developed is the term used in relation to products being completed and ready for use by the relevant customers or 

stakeholders and in the case of projects, where the extent of the services requested from the WATC have been met. 

Comment 

In line with the WATC strategic focus of increasing the amount of tourism product in 

Western Australia, this has been a satisfactory result. For the complete listing of products 

and projects see the Report on Operations section in the Annual Report for Outcome 

2, An Enhanced Tourism Industry, Infrastructure and Product Base. 

(3) Level of customer satisfaction with tourism industry 

development services provided 

WATC provides advice, consultant and advocacy services in relation to research, 

product development and enterprise professionalism to current and potential industry 

participants. These processes help to develop the tourism industry by facilitating higher 

quality tourism attractions, facilities and services and increasing their quantity. The level of 

satisfaction with this assistance was evaluated by a survey conducted by an independent 

market research company. The results of the survey are shown in summary below. 

The survey is conducted each year during June. A random sample of customers 

who received a significant level of service during the financial year were contacted by 

telephone and asked to rate their level of satisfaction with the service provided to them. 

Respondents were asked to rate various elements of their service using a five-point 

scale ranging from (5) very satisfied to (1) very dissatisfied or (5) very helpful to (1) very 

unhelpful. The percentage of respondents who rated the selected elements (4) satisfied 

or (5) very satisfied are reported. Two of the key elements are shown below. 

Satisfaction With The Services Provided By The Tourism Industry 

Development Division 

Exceeded or Met 

Usefulness of 

Year 

Clients’ Expectations Information Provided 

2001-2002 91 91 

2000-2001 89 90 

1999-2000 96 97 

1998-1999 96 96 

1997-1998 90 89 

1996-1997 92 96 

Note: 

i. Sample size 230; response rate 53%, +/- 4% estimated error rate at 95% confidence level. 

Comment 

These extremely high results reflect the ongoing commitment to high quality customer 

service demonstrated by the staff involved in providing the relevant services. 

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(4) Number of Western Australian tourism operators registered 

and accredited to the national tourism accreditation program 

A quality assurance program is being implemented by the WATC in partnership with 

the Tourism Council of Western Australia (TCWA). The aim of the program is to foster 

and improve the level of professionalism and standards of service for existing tourism 

industry operators. 

quality accreditation strategies. The enhancement of the program with the inclusion 

of a dedicated risk management section in light of Public Liability Insurance problems 

currently being experienced in the tourism industry is expected to generate significantly 

enhanced conversion of registered operators to Accredited operators in 2002-2003. 

Registration indicates that operators have commenced implementing the required 

procedures and facilities to meet the requirements of the relevant standards. 

Accreditation means the operator has met the full requirement of the relevant standards 

as verified by independent audit. 

The number of registered and accredited operators provides an indication of the tourism 

industry’s level of commitment to professionalism and service. A target level of 850 

accredited businesses is to be achieved by 20 June 2003. 

Number of registered and accredited tourism operators as at 

30 June 2002 

Year 

Accredited Tourism 

Industry Operators 

Actual Numbers 

Registered Tourism 

Industry Operators 

Actual Numbers 

2001-2002 503 1,169 

2000-2001 461 966 

1999-2000 376 839 

1998-1999 250 653 

1997-1998 145 459 

1996-1997 17 320 

Note: 

i. The cumulative number of registered operators also includes those accredited as all accredited operators are registered. 

Comment 

The number of accredited operators increased by 42, equivalent to a growth of nine 

per cent over the number recorded last year. In comparison, registrations increased 

by 203, rising by 21 per cent. This strong rate of growth bodes well for achieving the 

industry’s objective of enhancing the level of professionalism within the industry through 

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Efficiency Indicators 

Parker Point, Rottnest Island 

The efficiency KPIs for An Enhanced Tourism Industry, Infrastructure and Product 

Base outcome comprise mostly cost per output measures. Some of these are 

consistent with those reported in previous years, an internal review of activities within 

Outcome 2 resulted in two outputs, Cost per report and submission and the Value of 

Tourism Presentations being deleted as discrete outputs and were not measured and 

reported. 

As with Outcome 1, the use of indexes comparing resources utilised to effectiveness 

measures would be the ideal approach. However, the methodologies required to 

measure these outcomes are not yet available. Therefore, the following indicators are 

provided on the basis that although somewhat crude, when assessed as a whole, they 

do provide some indication of overall efficiency. 

Efficiency cost measures for various tourism industry development 

outputs 

Indicator Title 01-02 00-01 99-00 98-99 97-98 

Cost per infrastructure 

project site developed to 

agreed stage 

Cost per tourism product or 

project developed 

Cost per research 

consultancy 

Cost per product 

development consultancy 

Cost per operator accredited 

to the National Tourism 

Accreditation Program 

Cost per data table 

(research data table 

available to industry) 

Notes: 

$211,615 $265,197 $364,568 $64,119 $36,217 

$10,852 $29,504 $25,478 $25,519 $60,984 

$161.62 $80.80 $38.70 $55.10 $46.80 

$456.84 $335.53 $34.01 $33.60 $71.62 

$28,643 $15,640 $7,546 $8,927 $2,852 

$9,261 $6,741 $3,560 $3,239 - 

i. Results for this years cost per stage development reflect the enhanced volume of outputs produced by the Industry 

Development Team in this year with reduced staffing costs as a result of a number of positions being vacant for an 

extended period. 

ii. 

iii. 

iv. 

Results for this years cost per tourism product or project developed reflect the enhanced volume of outputs produced by 

the Industry Development Team in this year with reduced staffing costs as a result of a number of positions being vacant 

for an extended period. 

The cost per research consultancy increased due to a change of methodology. In earlier years, both external and internal 

(ie other WATC divisions) consultancies were recorded. From 1 October 2000, only external consultancies were recorded. 

The cost per successful accreditation increased significantly as the number of additional operators accredited in this 

financial year decreased from 85 last year to 42 with similar resources being devoted to this output. Measures highlighted 

above have been commenced to redress this in the coming year. 

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Financial Statements for the year ended 30 June 2002 

Statement of Financial Performance for the year ended 30 June 2002 

Expenses from Ordinary Activities 

Cost of Services 

Note 

2002 

$’000 


$’000 

Administration Expenses 3 3,732 4,217 

Advertising and Promotions 3 13,607 8,980 

Bad Debts Written Off 23 1 5 

Capital User Charge 4 426 - 

Commissioners’ Fees and Expenses 202 274 

Communication Expenses 740 630 

Computer Expenses 683 581 

Contract for Service – Perth Convention Bureau 1,010 1,015 

Depreciation 5 416 419 

Doubtful Debts Expense 35 59 

Event Operations 6 12,591 9,481 

Grants for Tourist Facilities and Organisations 2,752 2,494 

Borrowing Costs Expense 3 4 

Office Accommodation and Equipment Rentals 1,656 1,675 

Perth Convention and Exhibition Centre 7 - 1,582 

Salaries and Wages 3 7,952 7,686 

Superannuation 3 483 697 

Total Cost of Services 46,289 39,799 

Revenues from Government 

2002 2001 

Note 

$’000 $’000 

Recurrent Appropriation 2 32,011 31,469 

Capital Appropriation 2 1,004 4,500 

Grants Received 3 3,000 - 

Transfers to Other Agencies (2,956) - 

Resources Received Free-of-Charge 2, 8 52 32 

Transfer to Rottnest Island Authority 2 (1,015) (2,075) 

Total Revenues from Government 2 32,096 33,926 

Change in Net Assets (4,538) 3,482 

Net increase (decrease) in Asset Revaluation 

Reserve 

Total changes in equity other than those 

resulting from transactions with WA State 

Government as owners 

10 (110) 

(4,428) 3,372 

The Statement of Financial Performance should be read in conjunction with the 

accompanying notes. 

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Revenues from Ordinary Activities 

Revenue from Operating Activities 

Hopman Cup Venture 9 80 7 

Event Operations 6 4,678 4,388 

Industry Contribution 3 3,496 3,052 

Net Profit on Disposal of Non-Current Assets 19 7 7 

Travel Agents’ Commission 529 681 

Revenue from Non-operating Activities 

Interest Revenue 3 322 609 

Other Revenue from Ordinary Activities 543 611 

Total Revenues from Ordinary Activities 9,655 9,355 

Net Cost of Services 36,634 30,444 




68 




Statement of Financial Position at 30 June 2002 

Note 


$’000 


$’000 

Current Assets 

Cash Assets 18 3,519 11,237 

Restricted Cash Assets 18 152 851 

Receivables 9 4,683 1,067 

Amounts Receivable for Outputs 10 424 

Other Assets 11 1,965 845 

Total Current Assets 10,743 14,000 

Non-current Assets 

Land 12 2,640 2,630 

Leasehold Improvements 12 152 212 

Furniture, Fittings and Equipment 12 310 364 

Computer Equipment 12 458 444 

Total Non-Current Assets 3,560 3,650 

Note 


$’000 


$’000 

Equity 

Reserves 17 2,640 2,630 

Accumulated Surplus 17 2,855 7,391 

Contributed Equity 17 482 - 

Total Equity 17 5,977 10,021 

The Statement of Financial Position should be read in conjunction with the 


Total Assets 14,303 17,650 

Current Liabilities 

Payables 13 234 348 

Other Liabilities 14 4,433 3,545 

Interest Bearing Liabilities 15 27 33 

Provisions 16 1,139 1,034 

Total Current Liabilities 5,833 4,960 

Non-current Liabilities 

Interest Bearing Liabilities 15 - 27 

Provisions 16 2,493 2,642 

Total Non-Current Liabilities 2,493 2,669 

Total Liabilities 8,326 7,629 

Net Assets 5,977 10,021 

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Statement of Cash Flows for the year ended 30 June 2002 

Note 


Inflows 

(Outflows) 

$’000 


Inflows 

(Outflows) 

$’000 

Cash Flows From Government 

Recurrent Appropriation 31,587 31,469 

Capital Appropriation 1,486 4,500 

Transfers to Other Agencies (2,944) - 

Transfer to Rottnest Island Authority (1,015) (2,075) 

Net Cash Provided by Government 29,114 33,894 

Cash Flows From Operating Activities 

Payments 

Borrowing Costs (3) (5) 

Event Operations (12,125) (8,254) 

Grants and Subsidies (2,852) (2,147) 

Contract for Service – Perth Convention Bureau (1,010) (1,015) 

Administration and Employment Expenses (13,869) (13,609) 

Capital User Charge (426) - 

Office Accommodation and Equipment Rentals (1,660) (1,741) 

Perth Convention and Exhibition Centre - (1,701) 

Marketing Expenses (11,120) (7,744) 

Payments to Travel Operators (4,822) (6,096) 

GST Payments on Purchases (2,700) (1,360) 

GST Payments to Taxation Authority (715) (597) 

Receipts 

Event Operations 2,880 2,863 

Industry Contributions 1,631 1,924 

Interest Received 335 623 

Other Receipts 534 560 

Travel Centre Revenue 5,384 6,793 

GST Receipts on Sales 552 327 

GST Receipts from Taxation Authority 2,798 1,053 

Net Cash Used in Operating Activities 18 (c) (37,188) (30,079) 

Note 


Inflows 

(Outflows) 

$’000 


Inflows 

(Outflows) 

$’000 

Cash Flows From Investing Activities 

Purchase of Furniture, Fittings and Equipment (329) (657) 

Proceeds from Sale of Furniture, Fittings and 

Equipment 

Payment of Loans – Hotham Valley Tourist Railway 

19 

7 8 

Proceeds from Loans – Hotham Valley Tourist 

Railway 12 35 

Net Cash provided by (used in) Investing 

Activities 

(310) (649) 

Cash Flows From Financing Activities 

Repayment of Borrowings (33) (31) 

Net Cash used in Financing Activities (33) (31) 

Net Increase/(Decrease) in Cash Held (8,417) 3,135 

Cash assets at the beginning of the financial year 18(a) 12,088 8,953 

Cash Assets at the end of the financial year 18 (a) 3,671 12,088 

The Statement of Cash Flows should be read in conjunction with the 


- 

(35) 

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Notes to and Forming Part of the Financial Statements 


1. STATEMENT OF ACCOUNTING POLICIES 

Significant Accounting Policies 

The following accounting policies have been adopted in the preparation of the 

financial statements. Unless otherwise stated, these policies are consistent with 

those adopted in the previous year. 

General Statement 

The financial statements constitute a general purpose financial report which has 

been prepared in accordance with Australian Accounting Standards, Statements 

of Accounting Concepts and other authoritative pronouncements of the Australian 

Accounting Standards Board and Urgent Issues Group (UIG) Consensus Views 

as applied by the Treasurer’s Instructions. Several of these are modified by the 

Treasurer’s Instructions to vary application, disclosure, format and wording. The 

Financial Administration and Audit Act and the Treasurer’s Instructions are legislative 

provisions governing the preparation of financial statements and take precedence 

over Australian Accounting Standards, Statements of Accounting Concepts and other 

authoritative pronouncements of the Australian Accounting Standards Board, and 

UIG Consensus Views. The modifications are intended to fulfil the requirements of 

general application to the public sector together with the need for greater disclosure 

and also to satisfy accountability requirements. 

If any such modification has a material or significant financial effect upon the reported 

results, details of that modification and where practicable, the resulting financial 

effect, are disclosed in individual notes to these financial statements. 

The statements have been prepared on the accrual basis of accounting using the 

historical cost convention, except for certain assets and liabilities which, as noted, 

are measured at valuation. 

a) Output Appropriations 

Output Appropriations are recognised as revenues in the period in which the WATC 

gains control of the appropriated funds. The WATC gains control of appropriated 

funds at the time those funds are deposited into the WATC’s bank account or credited 

to the holding account held at the Department of Treasury and Finance. 

b) Contributed Equity 

Under UIG 38 “Contributions by Owners Made to Wholly-Owned Public Sector 

Entities” transfers in the nature of equity contributions must be designated by 

the Government (owners) as contributions by owners (at the time of, or prior to 

transfer) before such transfers can be recognised as equity contributions in the 

financial statements. Capital contributions (appropriations) have been designated 

as contributions by owners and have been credited directly to Contributed Equity 

in the Statement of Financial Position. All other transfers have been recognised 

in the Statement of Financial Performance. Prior to the current reporting period, 

capital appropriations were recognised as revenue in the Statement of Financial 

Performance. Capital appropriations which are repayable to the Treasurer are 

recognised as liabilities. 

c) Grants and Other Contributions Revenue 

Grants, donations, gifts and other non-reciprocal contributions are recognised as 

revenue when the WATC obtains control over the assets comprising the contributions. 

Control is normally obtained upon their receipt. 

Contributions are recognised at their fair value. Contributions of services are only 

recognised when a fair value can be reliably determined and the services would 

be purchased if not donated. 

d) Revenue Recognition 

Revenue from the sale of goods and disposal of other assets and the rendering of 

services, is recognised when the WATC has passed control of the goods or other 

assets, or delivery of the service to the customer. 

The receipt of goods and services provided in lieu of cash for the management 

and sponsorship of events and the WATC’s media and journalists’ familiarisation 

programs are recognised in the accounts. 

These non-cash (contra) amounts are incorporated in the relevant expenditure and 

revenue items. The valuation of contra items are generally specified in the individual 

contracts with suppliers, but where the contract does not specify the value of the 

contra items representing the goods or services, the valuation is determined by the 

normal retail price of the goods or services received. 

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e) Acquisition of assets 

The cost method of accounting is used for all acquisitions of assets. Cost is 

measured as the fair value of the assets given up or liabilities undertaken 

at the date of acquisition plus incidental costs directly attributable to the 

acquisition. 

Assets acquired at no cost or for nominal consideration, are initially 

recognised at their fair value at the date of acquisition. 

f) Depreciation of Non-current Assets 

All non-current assets costing in excess of $1,000 and having a limited useful life 

are systematically depreciated over their useful lives in a manner which reflects the 

consumption of their future economic benefits. 

Depreciation is calculated on the straight-line basis, using rates which are reviewed 

annually. Useful lives for each class of depreciable asset are: 

Furniture, Fittings and Equipment 

Computer Equipment 

Leasehold Improvements 

g) Revaluation of Land 

5-10 years 

3-5 years 

Term of Lease 

The WATC has a policy valuing land at fair value. The annual revaluations of the 

WATC’s land is undertaken by the Valuer General’s Office for the Government 

Property Register and are recorded in the financial statements. 

h) Leases 

The WATC has entered into a number of operating lease arrangements for motor 

vehicles, buildings and office equipment where the lessors effectively retain all of 

the risks and benefits incident to ownership of the items held under the operating 

leases. Equal instalments of the lease payments are charged to the Statement of 

Financial Performance over the lease term, as this is representative of the pattern 

of benefits to be derived from the leased property. 

The WATC has not entered into any finance leases. 

i) Cash 

For the purpose of the Statement of Cash Flows, cash includes cash assets and 

restricted cash assets. These include short-term deposits that are readily convertible 

to cash on hand and are subject to insignificant risk of changes in value. 

j) Receivables 

Receivables are recognised as the amounts receivable as they are due for settlement 

no more than 30 days from the date of recognition. 

Collectability of receivables is reviewed on an ongoing basis. Debts which 

are known to be uncollectable are written off. A provision for doubtful debts 

is raised where some doubts as to collection exists and in any event when 

the debt is more than 90 days overdue. 

k) Payables 

Payables, including accruals not yet billed, are recognised when the WATC becomes 

obliged to make future payments as a result of a purchase of assets or services. 

Payables are generally settled within 30 days. 

l) Interest-bearing Liabilities 

Bank loans and other loans are recorded at an amount equal to the net proceeds 

received. Borrowing costs expense is recognised on an accrual basis. 

m) Employee Entitlements 

i) Annual leave 

This entitlement is recognised at current remuneration rates and is measured as 

the amount unpaid at the reporting date in respect to employees’ services up to 

that date. 

ii) Long service leave 

Leave entitlements are calculated at current remuneration rates. A liability 

for long service leave is recognised after an employee has completed three 

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years of service. An actuarial assessment of long service leave undertaken by 

PriceWaterhouseCoopers Actuaries in 2000 determined that the liability measured 

using the short hand method was not materially different from the liability measured 

using the present value of expected future payments. 

This method of measurement of the liability is consistent with the requirements of 

Australian Accounting Standard AAS 30 “Accounting for Employee Entitlements”. 

iii) Superannuation 

On formation of the WATC, senior staff were able to contribute to a private 

superannuation scheme operated by FAI Life Insurance Society Limited, a defined 

benefit and lump sum scheme now closed to new members. Staff contributed to 

the Gold State Superannuation Scheme, a defined benefit and lump sum scheme 

now also closed to new members. All staff who do not contribute to either of these 

schemes become non-contributory members of the West State Superannuation 

Scheme, an accumulation fund complying with the Commonwealth Government’s 

Superannuation Guarantee (Administration) Act 1992. 

Both the Gold State and West State Superannuation Schemes are administered by 

the Government Employees Superannuation Board (GESB). 

The liability for the pre-transfer service liability for employees who transferred to the 

Gold State Superannuation Scheme is unfunded and the liability for future payments 

is provided for at reporting date. 

The liabilities for superannuation charges under the Gold State Superannuation 

Scheme and West State Superannuation Scheme are extinguished by fortnightly 

payment of employer contributions to the Government Employees Superannuation 

Board (GESB). 

Liabilities for superannuation charges to the FAI Life Insurance Society Limited 

scheme are extinguished by fortnightly payments to FAI Life Insurance Society 

Limited. 

Prior to the formation of the WATC in 1984, the Government retained liability for 

funding members’ superannuation benefits for staff employed by the Western 

Australian Department of Tourism. This situation continued from 1984 until the 

implementation of the new Government Employees Gold State Superannuation 

Scheme in July 1987. Following a review by the Treasury Department and the GESB, 

the WATC is now required to meet the past service liabilities for those members of the 

Gold State Superannuation Scheme who cease employment after 1 July 1992. 

A provision for the pre-1992 service liability has been determined by the WATC 

based on information supplied by the GESB. 

The note disclosure required by paragraph 51(e) of AAS 30 (being the employer’s 

share of the difference between employees’ accrued superannuation benefits and the 

attributable net market value of plan assets) has not been provided. State scheme 

deficiencies are recognised by the State in its whole of government reporting. 

The Government Employees Superannuation Board’s records are not structured 

to provide the information for the WATC. Accordingly, deriving the information for 

the WATC is impractical under current arrangements, and thus any benefits thereof 

would be exceeded by the cost of obtaining the information. 

n) Accrued Salaries 

Accrued salaries represent the amount due to staff but unpaid at the end 

of the financial year, as the end of the last pay period for that financial year 

does not coincide with the end of the financial year. The WATC considers 

the carrying amount approximates net fair value. 

o) Resources Received Free-of-Charge or For Nominal Value 

Resources received free-of-charge or for nominal value which can be reliably 

measured are recognised as revenues and as assets or expenses as appropriate 

at fair value. 

p) Foreign Currency Translation and Hedges 

The Commission has offices in Japan, Singapore, Malaysia, UK and Germany. 

These offices maintain local bank accounts the balances of which are included in 

the balance of cash on hand and permanent advances. 

Transactions denominated in a foreign currency are translated at the rates in 

existence at the dates of the transactions. Foreign currency receivables and 

payables at reporting date are translated at exchange rates current at reporting 

date. Exchange gains and losses are brought to account in determining the result 

for the year. 

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Forward foreign exchange contracts are entered into as hedges to avoid or minimise 

possible adverse financial effects of movements in exchange rates. Exchange gains 

and losses and costs arising from these contracts are deferred and included in the 

determination of the amounts when the transactions are brought to account. 

q) Comparative Figures 

Comparative figures are, where appropriate, reclassified so as to be comparable 

with the figures presented in the current financial year. 

r) Rounding 

Amounts in the financial statements have been rounded to the nearest thousand 

dollars. 

2. REVENUES (TO) / FROM GOVERNMENT 

01-02 

$’000 

00-01 

$’000 

Appropriation revenue received during the year: 

- Output Appropriation (i) 32,000 31,394 

- Capital Appropriation (ii) - 2,500 

- Rottnest Island Authority – Output Appropriation 11 75 

- Rottnest Island Authority – Capital Appropriation 1,004 2,000 

Total Appropriation 33,015 35,969 

The following assets have been transferred to other government 

agencies during the financial year: (iii) 

- Cash (2,944) - 

- Fixed assets (12) - 

- Rottnest Island Authority (1,015) (2,075) 

Total Assets transferred (3,971) (2,075) 

Resources Received Free-of-Charge (iv) 

Determined on the basis of the following estimates provided by 

agencies: 

- Office of the Auditor General 52 32 

Total Resources Received Free-of-Charge 52 32 

Total Revenues from Government 29,096 33,926 

Notes: 

i. Output appropriations are accrual amounts as from 1 July 2001, reflecting the full price paid for outputs purchased 

by the Government. The appropriation revenue comprises a cash component and a receivable (asset). The 

receivable (holding account) comprises the depreciation expense for the year and any agreed increase in leave 

liability during the year. 

II. 

III. 

IV. 

Capital appropriations were revenue in 2000 (year ended 30 June 2001). From 1 July 2001, capital appropriations, 

termed Capital Contributions, have been designated as contributions by owners and are credited straight to equity in 

the Statement of Financial Position. 

Where a liability has been assumed by the Treasurer or other entity, the WATC recognises revenues equivalent to the 

amount of the liability assumed and an expense relating to the nature of the event or events that initially gave rise to 

the liability. Non-reciprocal transfers of assets or liabilities cannot be treated as contributions by owners (equity) as 

no formal designation has been made and the other requirements specified in UIG 38(7) have not been met. 

Where assets or services have been received free of charge or for nominal consideration, the WATC recognises 

revenues equivalent to the fair value of the assets and/or the fair value of those services that can be reliably 

determined and which would have been purchased if not donated, and those fair values shall be recognised as 

assets or expenses, as applicable. 

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3. EXPLANATORY STATEMENT 

i) Significant variations between actual revenues and expenditures for the financial 

year and revenues and expenditures for the immediately preceding financial 

year. 

The WATC’s policy requires explanations of significant variations between the actual 

results of the current year compared to the actual results of the previous year if the 

results are not reported in a separate note. Significant variations are considered 

to be variations that are either greater than $200,000, or 10% of the amounts for 

the previous year. 

Class 

Actual 

01-02 

$’000 

Actual 

00-01 

$’000 

Variance 

$’000 

Expenditure 

Administration Expenses 3,730 4,217 (487) 

Advertising and Promotions 13,607 8,980 4,627 

Grants for Tourism Facilities and 

Organisations 

2,752 2,494 258 

Salaries and Wages 7,952 7,686 

Superannuation 483 697 (214) 

Revenue 

Industry Contribution 3,496 3,052 444 

Grants Received 3,000 - 3,000 

Interest Revenue 322 609 (287) 

Administration Expenses - Decreases in Consultants Fees, Credit Card fees, 

parts and repairs and Casual Wages. 

Advertising and Promotions - Increase advertising activities funded from special 

allocation provided to assist the tourism industry recovery following the September 

11 terrorist attack in America and the demise of Ansett Airlines. 

Grants Tourism Facilities and Organisations - Special grant paid to the Travel 

Compensation Fund. 

Salaries - Increase in staff employed as a result staff following an internal 

restructure 

266 

Superannuation - Adjustment of provision for past service liability, previous years 

provision overstated. 

Industry Contributions - Increased contributions from the private sector in WATC 

advertising and promotional campaigns. 

Grants Received - Grant received from the Department of Local Government 

and Regional Development to fund activities associated with the tourism industry 

recovery from the effects of the terrorist attack in America and the demise of 

Ansett Airlines. 

Interest Revenue - Revenue decreased as a result of a decrease in funds 

invested. 

ii) Significant variations between estimates and actual results for the financial 

year. 

Details and reasons for significant variations between estimates and actual results 

are detailed below. Significant variations are considered to be variations that are 

either greater than $200,000, or 10% of budget. 

Class 

Estimates 

01-02 

$’000 

Actual 

01-02 

$’000 

Variance 

$’000 

Expenditure 

Event Operations 13,321 12,591 730 

Grants Tourism Facilities and 

Organisations 

2,966 2,752 214 

Superannuation 736 483 253 

Revenue 

Event Tourism 5,076 4,678 (398) 

Industry Contributions 2,514 3,496 982 

Event Operations Expenditure - Decrease of expenditure relates to deferral of 

future event funding to 2002-2003. 

Grants Tourism Facilities and Organisations - The expenditure incurred 

includes an unbudgeted grant made to the Travel Compensation Fund, less 

unexpended balances to be carried forward to 2002-2003 for the Country Visitor 

Centre Sustainability Enhancement and the WA Regional and Rural Marketing 

Assistance schemes 

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Superannuation - Reduction in expenditure relates to the adjustment of liability 

for the pre-transfer service liability for employees who transferred to the Gold State 

Superannuation Scheme. 

Event Tourism Revenue - Rally Australia 2001 was conducted post the terrorist 

attack in America and the demise of Ansett Airlines and failed to achieve the 

budgeted revenue. 

Industry Contributions - Increased contributions from the private sector in WATC 

advertising, promotional activities and campaigns. 

4. CAPITAL USER CHARGE 

01-02 00-01 

$’000 $’000 

Capital User Charge 426 - 

A capital user charge rate of 8% has been set by the Government for 2001-02 and 

represents the opportunity cost of capital invested in the net assets of the WATC used 

in the provision of outputs. The charge is calculated on the net assets adjusted to 

take account of exempt assets. Payments are made to the Department of Treasury 

and Finance on a quarterly basis. The Capital user charge that would have applied 

to 2000-2001 is estimated to be $801,680. 

5. DEPRECIATION 

01-02 00-01 

$’000 $’000 

Furniture, Fittings and Equipment 80 114 

Computer Equipment 276 250 

Leasehold Improvements 60 55 

6. EVENT OPERATIONS 

416 419 

i) The expenditure and revenue totals for 2001-2002 increased from the previous 

year, resulting from an increase in the number of events managed and funded 

during the year. 

01-02 00-01 

$’000 $’000 

Event Expenditure 12,591 9,481 

Event Revenue (4,678) (4,388) 

7,913 5,093 

ii) Event revenue is comprised of cash, as well as the value of goods and 

services received for management and sponsorship of events conducted by 

EventsCorp, a division of the WATC. The following is an analysis of the contragoods 

and services received in lieu of cash sponsorship. The amounts have 

been incorporated in the relevant expenditure and revenue items. 

01-02 

$’000 

00-01 

$’000 

Classification of Contra-Goods and Services 

Event – Services 62 98 

- Operational 639 505 

- Promotional 130 601 

- Marketing 599 204 

- Administration 56 64 

1,486 1,472 

iii) Event expenditure reflects the use of event revenue, funding sponsorships 

and funds from the Consolidated Fund to meet costs such as administration, 

operational and service costs, advertising and promotions, communications and 

prize money. It also includes expenditure incurred in bidding for events and the 

allocation of funding to private organisations involved in managing events. 

7. PERTH CONVENTION AND EXHIBITION CENTRE 

From 1 July 2001, responsibility, staff resources and funding for the development 

of the Perth Convention and exhibition Centre were transferred to the Department 

of Housing and Works. 

Unexpended balances of $2.956 million, comprised of cash $2.944 million and other 

assets, $12 thousand were transferred during 2001-2002 

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8. RESOURCES RECEIVED FREE-OF-CHARGE 

Resources received free-of-charge have been determined on the basis of the 

following estimates provided by agencies: 

01-02 

$’000 

00-01 

$’000 

Office of the Auditor General – Audit Fees 52 32 

9. RECEIVABLES 

Receivables 

30/06/02 

$’000 

30/06/01 

$’000 

Current 

Trade Debtors 4,740 942 

Provision for Doubtful Debts (35) (54) 

Hotham Valley Tourist Railway (HVTR) - 49 

Provision for Doubtful Debts (HVTR) - (49) 

GST Receivable (22) 179 

Non-Current 

4,683 1,067 

Hotham Valley Tourist Railway (HVTR) 2,168 2,130 

Provision for Doubtful Debts (HVTR) (2,168) (2,130) 

i) Significant Terms and Conditions 

General Accounts Receivable are required to be settled within 30 days. 

Loan Receivable from Hotham Valley Tourist Railway (HVTR) – $11,500 was 

recovered in accordance with arrangements entered into pursuant to Clause 12 of 

the Guarantee provided by HVTR to the WATC. 

ii) Hopman Cup Venture 

Distribution due at start of period 

- Adjustment 1999 event 

01-02 

$’000 

32 

- 

00-01 

$’000 

81 

(25) 

Plus Share of Profits for the 2001 event 80 32 

112 88 

Less Distribution Received - (56) 

Balance due at end of period 112 32 

iii) Credit Risk 

In 1997-1998, the WATC engaged a consultant to provide a report into the finances 

of HVTR. 

The report detailed that “Hotham Valley Tourist Railway has liabilities far in excess of 

the recorded book value of the association’s assets. The majority of these liabilities 

are owed to the WATC and it is improbable that a substantial portion of this debt 

will ever be repaid.” Based on this advice, a provision to cover the receivable is 

included in the financial statements. 

10. AMOUNTS RECIEVABLE FOR OUTPUTS 

01-02 00-01 

$’000 $’000 

Current 424 - 

Non-current - - 

424 - 

This asset represents the non-cash component of output appropriations. It is 

restricted in that it can only be used for asset replacement or payment of leave 

liability. 

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Under the Hopman Cup Venture agreement, the WATC is entitled to 25% of the 

profits of the venture. 

The venture has changed its accounting year end to 30 June of each financial 

year. Provisional profit has been recognised based on draft statements as at 

30 March 2002. 




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11. OTHER ASSETS 

Accrued income relates to Travel Agents’ commissions due on tickets sold but 

not deducted from payments to travel operators and interest earned but not 

credited. Prepayments relate to an overseas office lease, a computer software 

maintenance contract, deposits for future activities, rent in advance and payment 

for the International TV Rights for Rally Australia. 

30/06/2002 30/06/2001 

$’000 $’000 

Accrued Income 7 28 

Prepayments 1,958 817 

12. NON-CURRENT ASSETS 

1,965 845 


$’000 $’000 

Land – At Valuation 2,640 2,630 

Leasehold Improvements – At Cost 617 617 

Less Accumulated Depreciation (465) (405) 

152 212 

As detailed in Note 1 (g), the WATC values its vested Crown land in accordance 

with the valuation recorded in the Government Property Register (GPR). 

Reconciliations 

Reconciliation of the carrying amounts of Property, Furniture, Fittings, Equipment 

and Computer Equipment at the beginning and end of the current year and the 

previous financial year are set out below. 

Land 

Leasehold 

Improvements 

Furniture, 

Fittings and 

Equipment 

Computer 

Equipment 

Total 

2001-2002 $’000 $’000 $’000 $’000 $’000 

Carrying amount 

at start of year 

2,630 212 364 444 3,650 

Additions - - 34 300 334 

Disposals - - (23) (177) (200) 

Depreciation - (60) (65) (109) (234) 

Furniture, Fittings and Equipment – At Cost 951 940 

Less Accumulated Depreciation (641) (576) 

310 364 

Revaluation 

Increments 


at end of year 

10 - - - 10 

2,640 152 310 458 3,560 

Computer Equipment – At Cost 1,471 1,348 

Less Accumulated Depreciation (1,013) (904) 

458 444 

3,560 3,650 

Crown Land properties situated at Lake Argyle and Donnelly River have been vested 

in the WATC with the power to lease for the purpose of tourism and recreation. The 

land was valued at $2,640,000 by the Valuer General on 30 June 2002 using the 

‘Highest and Best’ method and is the value recorded in the Government Property 

Register. 

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12. NON-CURRENT ASSETS (Continued) 

Leasehold 

Improvements 

Furniture, 

Fittings and 

Equipment 

Computer 

Equipment 

Land 

Total 

2001-2002 $’000 $’000 $’000 $’000 $’000 


at start of year 

2,740 163 252 367 3,522 

Additions - 104 226 327 657 

Disposals - - - - - 

Depreciation - (55) (114) (250) (419) 

Revaluation 

Increments 


at end of year 

13. PAYABLES 

(110) - - - (110) 

2,630 212 364 444 3,650 

30/06/2002 

$’000 


$’000 

Trade Payables 234 1,609 

14. OTHER LIABILITIES 

234 1,609 


$’000 


$’000 

Accrued Salaries 173 200 

Accrued Expenses 1,762 1,071 

Income in Advance 441 195 

Deferred grants 2,057 2,079 

4,443 3,545 

15. INTEREST BEARING LIABILITIES 

Borrowings from WA Treasury Corporation 


$’000 


$’000 

- Current 27 33 

- Non-current - 27 

16. PROVISIONS 

27 60 

The aggregate employee entitlement liability recognised and included in the financial 

statements is as follows: 

Provision for employee entitlements 

Current Liabilities: 


$’000 


$’000 

Liability for Annual Leave 716 610 

Liability for Long Service Leave 423 336 

Liability for Redundancies - 88 

Non-Current Liabilities: 

1,139 1,034 

Liability for Long Service Leave 763 671 

Liability for Superannuation 1,347 1,604 

Liability for Retirement, Termination , Redundancy 

Payments 

383 367 

2,493 2,642 

3,632 3,676 

The Long Service Leave liability was adjusted based on an approved short-hand 

calculation method provided by PriceWaterhouseCoopers in July 2000. 

The superannuation liability has been established from data supplied by the 

Government Employees Superannuation Board. 

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Some overseas officers have an employment condition that requires the payment 

of up to 1.25 months salary for each completed year of service on retirement or 

termination. This condition is consistent with the employment conditions for the 

country in which the officers work. Based on this, a provision to cover the amount 

that has accrued to 30 June 2002 has been made in the financial statements for 

2001-2002. 

The WATC considers the carrying amount of employee entitlements approximates 

its net fair value. 

17. EQUITY 

Contributed Equity 


$’000 


$’000 

Opening Balance - - 

Capital Contributions (i) 482 - 

Closing Balance 482 - 

(I) From 1 July 2001, capital appropriations, termed Capital Contributions, have 

been designated as contributions by owners and are credited straight to equity 

in the Statement of Financial Position. 


$’000 


$’000 

Asset Revaluation Reserve 

Opening Balance 2,630 2,740 

Net Revaluation Increments (i) 10 (110) 

Closing Balance 2,640 2,630 

Revaluations recognised during the year were in respect 

of: 

Crown Land Reserves situated at Lake Argyle 10 - 

Crown Land Reserves situated at Donnelly River - (110) 

10 (110) 

(I) The asset revaluation reserve is used to record increments and decrements on 

the revaluation of non-current assets, as described in accounting policy note 

1(g). 


$’000 


$’000 

Accumulated Surplus 

Opening Balance 7,391 3,909 

Change in Net Assets (4,536) 3,482 

Closing Balance 2,855 7,391 

18. NOTES TO THE STATEMENT OF CASH FLOWS 

(a) Reconciliation of cash 

Cash at the end of the financial year as shown in the Statement of Cash Flows is 

reconciled to the related items in the Statement of Financial Position as follows: 

Cash Assets 


$’000 


$’000 

- Cash at Bank General Account (115) 1,406 

- Cash on Hand and Permanent Advances 120 214 

- Temporary Advances 4 7 

- Term Deposits 3,500 9,500 

- Cash Management General Account 10 110 

Restricted Cash Assets 

3,519 11,237 

- Cash at Bank Trust Account 152 846 

- Cash Management Trust Account - 5 

152 851 

3,671 12,088 

The Restricted Cash Assets relate to the Perth Tourist Centre operations and 

comprise deposits held on behalf of clients and amounts due to creditors. 

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(b) Non-cash financing and investing activities 

During the year, the following assets were transferred to other agencies and are 

not reflected in the Statement of Cashflows: 


$’000 


$’000 

Transfers to Other Agencies 

Computer Equipment 7 - 

Furniture 5 - 

12 - 

(c) Reconciliation of net cost of services to net cash flows provided by/(used in) 

operating activities (Continued) 

01-02 

$’000 

00-01 

$’000 

Net cost of services (36,634) (30,444) 

Non-cash items: 

Depreciation expense 416 419 

Doubtful debt expense 35 54 

Resources received free of charge 52 32 

(Profit)/loss on sale of property, plant and equipment (7) (7) 

(Increase)/decrease in assets: 

Current receivables (III) (797) (15) 

Other current assets (1,120) (589) 

Increase/(decrease) in liabilities: 

Current payables (III) (114) (2,888) 

Current provisions 105 98 

Other current liabilities 888 3,359 

Non-current provisions (149) 128 

Other non-current liabilities 

Net GST receipts/(payments) (I) (64) (388) 

Change in GST in receivables/payables(II) 201 162 

Net cash provided by/(used in) operating 

activities 

i) This is the net GST paid/received, ie. Cash transactions 

ii) This reverses out the GST in accounts receivable and payable. 

(37,188) (30,079) 

iii) Note that ATO receivable/payable in respect of GST and receivable/payable in 

respect of the sale/purchase of non-current assets are not included in these 

items as they are not reconciling items. 

(d) At the reporting date WATC had fully drawn on all financing facilities, details of 

which are disclosed in the financial statements. 

19. NET PROFIT/(LOSS) ON DISPOSAL OF NON-CURRENT 

ASSETS 

01-02 

$ 

00-01 

$ 

Profit on sale of non-current assets 

Computer Equipment 7,031 3,392 

Furniture, Fittings and Equipment 70 4,093 

7,101 7,485 

Gross proceeds on disposal of assets 

Computer Equipment 7,106 3,645 

Furniture, Fittings and Equipment 70 4,093 

7,176 7,738 

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20. OPERATING LEASE COMMITMENTS 

The WATC leases its motor vehicle fleet from Matrix Finance Group Limited and 

rents property under lease to the Honourable Minister for Works. Total commitments 

for future vehicle leases and rentals at 30 June 2002 which have not been provided 

for in the accounts are as follows: 


$’000 $’000 

Due within one year 1,417 1,458 

Due later than one year and not later than two years 963 1,231 

Due later than two years and not later than five years 402 1,072 

Due later than five years 263 203 

21. COMMITMENTS – EXPENDITURE 

3,045 3,964 

As at 30 June 2002, commitments which have not been provided for in the 2001- 

2002 accounts are as follows: 

There are no significant capital commitments. 


$’000 


$’000 

Due within one year 5,253 5,165 

Due later than one year and not later than two years 3,300 352 

Due later than two years 2,800 322 

22. CONTINGENT LIABILITIES 

The WATC has a contingent liability under an agreement with Paul McNamee 

Enterprises Pty Ltd and Paul Francis McNamee in respect to the Hopman Cup, an 

annual international mixed teams tennis event. Under the agreement, the WATC is 

required to meet the first $2,000,000 of any loss or deficit. 

23. SUPPLEMENTARY FINANCIAL INFORMATION 

Write-offs 

Revenue and public and other property written off during 

the financial year. 

Losses 

Losses of public monies and other monies, and public and 

other property through theft, default or otherwise, written 

off. 

01-02 

$ 

00-01 

$ 

35,388 6,232 

- - 

Gifts 

Gifts of Public Property - - 

Debtors invoices totalling $34,295 raised prior to 30 June 2002, were written off 

during the year against the Provision for Doubtful Debts. 

From time to time, the Commission enters into forward contracts for transactions 

in foreign currency. At June 30, 2002, contracts totalling $526,000 for the payment 

of international office accommodation in Japan and for advertising campaigns in 

Singapore and Malaysia were awaiting settlement. 


$’000 $’000 

Forward Purchase Contracts 526 692 

Forward Selling Contracts - (239) 

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24. SEGMENT REPORTING ($’000) 

Operating Expenses 

National Marketing 

Tourism Information 

Distribution and Retail 

Booking Service 

International Marketing 


Convention and 

Incentive Travel 

01-02 00-01 01-02 00-01 01-02 00-01 01-02 00-01 01-02 00-01 

Administration Expenses 486 467 776 1,001 1,230 1,240 254 317 1 - 

Advertising and Promotions 5,420 2,384 337 107 7,377 5,946 - - 3 - 

Contract for Service - - - - - - - - 1,010 1,015 

Event Operations - - - - - - 12,591 9,481 - - 

Grants, Tourist Facilities and 

Organisations 

601 - 1,665 - - - - - - - 

Office Accommodation 225 219 243 229 484 458 207 204 7 42 

Salaries, Wages and Superannuation 679 695 1,436 1,323 1,605 1,443 1,247 1,263 17 - 

Total Operating Expenses 7,411 3,765 4,457 2,660 10,696 9,087 14,299 11,265 1,038 1,057 

Revenues from Services 

Event Operations - - - - - - 4,758 4,414 - - 

Industry Contributions 1024 508 24 16 2,405 2,487 - - - - 

Other Revenue 36 1 753 784 55 265 19 1 4 45 

Total Revenues from Services 1,060 509 777 800 2,460 2,752 4,777 4,415 - 45 

Net Cost of Services 6,351 3,256 3,680 1,860 8,236 6,375 9,522 6,850 1,034 1,012 


Appropriation 4,046 3,928 3,059 1,913 6,661 6,842 9,752 7,072 1,042 1,046 

Grants Received 2,000 - - - 1,000 - - - - - 

Resources Received Free-of-Charge 

Total Revenues from Government 6,046 3,928 3,059 1,913 7,661 6,842 9,752 7,072 1,042 1,046 

Change in net assets resulting from 

Operations 

(305) 672 (621) 53 (575) 467 230 222 8 34 

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24. SEGMENT REPORTING ($’000) (continued) 

This table follows on from the table 

on the previous page. 

Operating Expenses 

Strategic Market 

Intelligence 

Tourism Planning and 

Infrastructure 

Tourism Product and 


Corporate and 

Operational Support 

Total 

01-02 00-01 01-02 00-01 01-02 00-01 01-02 00-01 01-02 00-01 

Administration Expenses 433 304 51 150 541 616 2,466 2,094 6,238 6,189 

Advertising and Promotions 7 3 (2) 10 175 149 290 381 13,607 8,980 

Contract for Service - - - 1,561 - 21 - - 1,010 2,597 

Event Operations - - - - - - - - 12,591 9,481 

Grants, Tourist Facilities and 

Organisations 

- - - - (22) 1,096 508 1,398 2,752 2,494 

Office Accommodation 42 42 7 5 221 203 220 273 1,656 1,675 

Salaries, Wages and Superannuation 278 217 243 261 1,002 1,028 1,928 2,153 8,435 8,383 

Total Operating Expenses 760 566 299 1,987 1,917 3,113 5,412 6,299 46,289 39,799 

Revenues from Services 

Event Operations - - - - - - - - 4,758 4,414 

Industry Contributions 36 2 - - - - 7 39 3,496 3,052 

Other Revenue 4 5 4 24 68 59 458 705 1,401 1,889 

Total Revenues from Services 40 7 4 24 68 59 465 744 12,655 9,355 

Net Cost of Services 720 559 295 1,963 1,849 3,054 4,947 5,555 36,634 30,444 


Appropriation 632 631 435 537 1,938 3,114 4,446 6,386 32,011 31,469 

Capital Appropriation - - - 2,500 - - 1,004 2,000 1,004 4,500 

Grants Received - - - - - - - - 3,000 - 

Transfers to Other Agencies - - - - (2,956) - - - (2,956) - 

Transfers to Rottnest Island Authority (1,015) (2,075) (1,015) (2,075) 

Resources Received Free-of-Charge - - - - - - 52 32 52 32 

Total Revenues from Government 632 631 435 3,037 (1,018) 3,114 4,487 6,343 32,096 33,926 

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Change in net assets resulting 

from Operations 

(88) 72 140 1,074 (2,867) 60 (460) 788 (4,538) 3,482


25. FINANCIAL INSTRUMENTS DISCLOSURES 

(a) Interest Rate Risk Exposure 

The WATC’s exposure to interest rate risk, repricing 

maturities and the effective interest rates on 

financial instruments are: 

Weighted 

average 

effective 

interest 

rate 

Floating 

interest 

rate 

30 June 2002 % $’000 

Assets 

Fixed interest 

rate maturities 

1 Year 

or 

Less 

$’000 

1 to 5 

Years 

$’000 

Non 

Interest 

Bearing 

Total 

Over 

5 

Years 

$’000 $’000 $’000 

Cash Assets 4.82% 3,395 - - - 198 3,593 

Restricted cash 

Assets 

2.21% 152 - - - 152 

Receivables - - - - 4,683 4,683 

Total financial 

assets 

3,547 - - - 4,881 8,428 

Liabilities 

Payables - - - - 4,507 4,507 

Other Liabilities - - - - 232 232 

Interest Bearing 

Liabilities 

6.98% - 27 - - 27 

Provisions - - - - 3,632 3,632 

Total financial 

liabilities 

Net financial 

assets 

(liabilities) 

3,547 

- 27 - - 8,371 8,398 

(27) 

- - (3,490) 

(30) 

(b) Credit Risk Exposure 

All financial assets are unsecured. 

The carrying amounts of financial assets represent the WATC’s maximum exposure 

to credit risk in relation to those assets. 

(c) Net Fair Values 

The carrying amount of financial assets and financial liabilities recorded in the 

financial statements are not materially different from their net fair values, determined 

in accordance with the accounting policies disclosed in Note One to the financial 

statements. 

26. AFFILIATED BODY 

On 1 October 1998, the WATC entered into a contract for service with the Perth 

Convention Bureau Inc (PCB) for the provision of the Convention and Incentive 

Travel Output previously undertaken by a division of the WATC. 

The WATC controls the activities of the PCB to the extent that it provides the 

majority of the PCB’s funding and that the PCB has contracted to submit their annual 

operational plan and budget for approval by the WATC prior to implementation. 

During 2001-2002, payments totalling $1,010,000 were made to the PCB. 

30 June 2001 

Financial assets 4.47 11,867 - - - 1,287 13,154 

Financial 

liabilities 7.18 

- 33 27 - 7,569 7,629 

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27. REMUNERATION AND RETIREMENT BENEFITS OF 

MEMBERS OF THE ACCOUNTABLE AUTHORITY AND 

SENIOR OFFICERS. 

Remuneration of Members of the Accountable Authority 

The number of members of the Board, whose total fees, salaries, superannuation 

and other benefits received, or due and receivable, for the financial year, fall within 

the following bands: 

01-02 00-01 

No. No. 

$ 1 - $ 10,000 11 2 

$ 10,001 - $ 20,000 2 6 

$ 20,001 - $ 30,000 - 1 

$ 40,001 - $ 50,000 - 1 

$130,001 - $140,000 1 - 

$200,001 - $210,000 - 1 

01-02 

No. 

00-01 

No. 

The total remuneration of the members of the Accountable 

Authority is: 228 326 

The superannuation included here represents the superannuation expense incurred 

by WATC in respect to members of the Board. 

No members of the Board are members of the pension scheme. 

Remuneration of Senior Officers 

The number of Senior Officers other than the members of the Board, whose total 

fees, salaries, superannuation and other benefits for the financial year, fall within 

the following bands: 

01-02 00-01 

No. No. 

$ 1 - $ 10,000 - 1 

$ 10,001 - $ 20,000 - 1 

$ 70,001 - $ 80,000 - 2 

$ 90,001 - $100,000 1 2 

$100,001 - $110,000 4 2 

01-02 

$’000 

00-01 

$’000 

The total remuneration of senior officers is: 521 560 

Note:- Some members of the accountable authority were not employed for a full year in 2000-2001. 

The superannuation included here represents the superannuation expense incurred 

by WATC in respect of senior officers other than senior officers reported as members 

of the Board. 

No senior officers are members of the pension scheme. 

28. DIRECTION BY THE MINISTER 

Section 16 (2) of the Western Australian Tourism Commission Amendment Act 1994 

requires that the text of any written directions from the Minister are to be included as 

a note to the Financial Statements. There were no such directions received during 

2001- 2002. 

29. EVENTS OCCURRING AFTER REPORTING DATE 

In accordance with Australian Accounting Standard 8, the Statement of Financial 

Position and the Operating Statement have been prepared on the basis of conditions 

existing at reporting date. There is no additional evidence of events or conditions 

occurring after balance date that may have an effect on the financial statements. 

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86 



Audit Opinion 

To the Parliament of Western Australia 


WESTERN AUSTRALIAN TOURISM COMMISSION 

PERFORMANCE INDICATORS FOR THE YEAR ENDED JUNE 30, 2002 

Matters Relating to the Electronic Presentation of the Audited Performance Indicators 

This audit opinion relates to the performance indicators of the Western Australian Tourism 

Commission for the year ended June 30, 2002 included on the Western Australian Tourism 

Commissions web site. The Commission is responsible for the integrity of the Western 

Australian Tourism Commissions web site. I have not been engaged to report on the 

integrity of the Western Australian Tourism Commissions web site. The audit opinion 

refers only to the performance indicators named below. It does not provide an opinion on 

any other information which may have been hyperlinked to or from these performance 

indicators. If users of this opinion are concerned with the inherent risks arising from 

electronic data communications, they are advised to refer to the hard copy of the audited 

performance indicators to confirm the information included in the audited performance 

indicators presented on this web site. 

Scope 

I have audited the key effectiveness and efficiency performance indicators of the Western 

Australian Tourism Commission for the year ended June 30, 2002 under the provisions of 

the Financial Administration and Audit Act 1985. 

The Commission is responsible for developing and maintaining proper records and systems 

for preparing and presenting performance indicators. I have conducted an audit of the key 

performance indicators in order to express an opinion on them to the Parliament as required 

by the Act. No opinion is expressed on the output measures of quantity, quality, timeliness 

and cost. 

My audit was performed in accordance with section 79 of the Act to form an opinion based 

on a reasonable level of assurance. The audit procedures included examining, on a test 

basis, evidence supporting the amounts and other disclosures in the performance indicators, 

and assessing the relevance and appropriateness of the performance indicators in assisting 

users to assess the Commissions performance. These procedures have been undertaken to 

form an opinion as to whether, in all material respects, the performance indicators are 

relevant and appropriate having regard to their purpose and fairly represent the indicated 

performance. 

The audit opinion expressed below has been formed on the above basis. 

Audit Opinion 

In my opinion, the key effectiveness and efficiency performance indicators of the Western 

Australian Tourism Commission are relevant and appropriate for assisting users to assess 

the Commissions performance and fairly represent the indicated performance for the year 

ended June 30, 2002. 

D D R PEARSON 


October 4, 2002 

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4 th Floor Dumas House 2 Havelock Street West Perth 6005 Western Australia Tel: 08 9222 7500 Fax: 08 9322 5664 




87 



Certification of Financial Statements 

CERTIFICATION OF FINANCIAL STATEMENTS FOR THE YEAR 

ENDED 30 JUNE 2002 

The accompanying financial statements of the Western Australian Tourism Commission 

have been prepared in compliance with the provisions of the Financial Administration 

and Audit Act 1985 from proper accounts and records to present fairly the financial 

transactions for the year ended 30 June 2002 and the financial position as at 

30 June 2002. 

At the date of signing, we are not aware of any circumstances which would render the 

particulars included in the financial statements misleading or inaccurate. 

Alan Mulgrew 

CHAIRMAN 

Laurie O’Meara 

DEPUTY CHAIRMAN 

Richard Wilson 

EXECUTIVE DIRECTOR, 

CORPORATE AND BUSINESS SERVICES 

PRINCIPAL ACCOUNTING OFFICER 


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