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

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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 W A Western Australian Tourism Commission Western Australian Tourism Commission 10 Annual Report 2001-200202 Wester n Australian Tourism Commission Annual Report 2001-2002
Report on Operations 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. W A 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. Western Australian Tourism Commission Western Australian Tourism Commission 11 Annual Report 2001-200202 Wester n Australian Tourism Commission Annual Report 2001-2002
Page 1 and 2: GOVERNMENT OF WESTERN AUSTRALIA W A
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Key Performance Indicators Outcome
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Audit Opinion To the Parliament of
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