CASE STUDY | AUSTRALIA’S GOLDEN OUTBACK
TOURISM DESTINATION MANAGEMENT PLAN
CLIENT: Tourism Western Australia (TWA)
Australia’s Golden Outback (AGO)
DTM Service: Strategy Planning
Completed: Current
PROJECT SUMMARY
guide ago’s future tourism directionfor the next ten years
Australia’s Golden Outback (AGO) is working with Tourism Western Australia (TWA) to deliver a Tourism Destination Management Plan (TDMP) for the region. The TDMP will include sub-regional action plans and tourism development strategies for each Regional Development Commission. The plan will be ambitious, embrace current and forecast conditions, provide flexibility, and will deliver the greatest potential to create benefits for the community and the regional visitor economy.
The plans will set out a roadmap for locations across the AGO to identify the demand, supply and capability needs for tourism in each sub-region. The plans are designed to support the growth of WA's tourism industry over the next ten years. To develop the plans, we're undertaking comprehensive analysis of where the industry is at now and consulting with key stakeholders from the four tourism sub-regions as well as the broader industry, incorporating feedback on tourism businesses' planned future growth over the next decade.
the tdmp will inform decision making, investment and capacity development for australia’s coral coast considering
DEMAND
Including competitive positioning, brand proposition and market segmentation.
SUPPLY
Such as the depth and diversity of attractions, access and connectivity, infrastructure and experiences.
CAPABILITY
For example, workforce and skills development, funding and partnerships.
2. PROJECT OBJECTIVES
PRODUCT
Identify potential projects that are authentically aligned to the themes of experience in the AGO region, which will be recognised nationally and internationally as world class destinations that offer quality, immersive and unique visitor experiences.
VISITOR EXPERIENCE
Enable development of ‘experience connectors’ that recognize how the visitor experience in each region intersects.
ASSETS
Provide guidance to the development of high value-adding assets that are sustainable for the AGO region.
ACTIONABLE PLAN
Deliver practical recommendations to guide future marketing direction, infrastructure development, event priorities and capacity/capability requirements for the next ten years.
3. PROJECT UPDATES
A Project Control Group (PCG) has been established to manage the process of this project and will meet monthly over the durationof the project, between January –August 2022
4. HOW INFORMATION IS BEING COLLECTED AND USED
AGO and TWA have appointed project partners DTM to lead a team of highly skilled consultants in partnership with TRC Tourism, to work with the tourism community in developing this plan for the region. An industry and community engagement strategy has been established to ensure the views of local communities are reflected in the TDMP.
5. OTHER ELEMENTS OF THE ENGAGEMENT PROCESS
In March 2022, key tourism stakeholders will be invited to participate in consultation interviews and regional workshops during April and May 2022.
Site visits will be made to tourism businesses and visitor attractions during April 2022 (travel restrictions permitting).
Strategic Tourism Stakeholders and the wider tourism community across the AGO, will be invited to participate in an online survey during April 2022.
6. THE OUTCOME
THIS TOURISM DESTINATION MANAGEMENT PLAN PROJECT IS IN PROGRESS
The draft AGO TDMP will be submitted to the PCG in late July, with a final plan expected to be delivered in September 2022.
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