TWA2223011 Market Representation Services - India

The Western Australian Tourism Commission, trading as Tourism Western Australia (Tourism WA) is a statutory authority governed by a Board of Commissioners. Tourism WA operates within the Department of Jobs, Tourism, Science and Innovation and is guided by the Western Australian Tourism Commission Act 1983, and falls under the portfolio of the Minister for Tourism.

The purpose of Tourism WA is to promote and develop Western Australia’s iconic tourism experiences. In collaboration with private sector and Government, the State’s tourism industry, is supported to achieve its full potential by delivering against the tourism brand promise.

Tourism WA has identified India as an important emerging tourism market for our state. Current data and insights report that three (3) in five (5) Indians are actively planning a trip to Australia in the next two (2) years, returning visitors in March 2023 has exceeded pre-pandemic levels and arrivals to Western Australia have recovered at a faster rate than the national average.

In line with a revised focus on India, Tourism WA has committed significant budget investment to ensure more activities in this market to create greater awareness, build in market relationships and deliver on commercially driven conversion campaigns.

To ensure the most productive outcomes are achieved Tourism WA must have alignment with professionals in market representation that offer extensive knowledge in market tourism trade and media connections, destination marketing experience and a history of proven results.

The Customer is seeking an innovative marketing representation Contractor for the provision of the following integrated marketing and representation services in India:

• Develop and implement innovative tourism marketing campaigns that elevate Western Australia’s profile and consumers’ desire to visit Western Australia’s as a holiday destination.
• Increase visitation, yield and dispersal from target markets.
• Report market trends and implement marketing strategies that will elevate Western Australia’s market profile.
• Communicate effectively with industry, government and key stakeholders in market.
• Work collaboratively with a range of related tourism businesses to drive economic outcomes for Western Australia.
• Leverage Tourism WA’s brand platform and key messages in market.

The successful Respondent will share in the Customer’s vision and add value to WA’s tourism industry, by promoting the State as a leisure holiday destination. This will be achieved by applying expertise in marketing to optimise Tourism WA’s investment in market, and, through nurturing alliances with the tourism industry in Australia and India.

The successful Respondent will be required to have office location and key personnel based in India (ideally Mumbai and/or New Delhi) and be required to undertake travel around the country as directed by Tourism WA to facilitate in market trade relationships. Overseas travel to Western Australia and other Australian destinations will also be a requirement.

Furthermore, the successful Respondent must also be prepared to undertake additional travel to Western Australia and other Australian destinations as and when required for trade events.