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

Key Performance Indicators
Outcome 1 - Promotion of Western Australia as a Tourist Destination continued
International Market
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:
i. Derivation: Sample size 44; 69% response rate; 95% confidence level, +/- 8% estimated error rate. Due to rounding,
total percentages may not equal 100%.
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
Western Australian
Tourism Commission
Western Australian Tourism Commission
57
Annual Report 2001-200202
Wester n Australian Tourism Commission Annual Report 2001-2002