TWA1920060 - Hong Kong MR Services

The Western Australian Tourism Commission, trading as Tourism Western Australia (Tourism WA) is a State Government statutory authority within the broader economic development portfolio of Jobs, Tourism Science and Innovation.

Tourism WA is responsible for promoting Western Australia as an extraordinary holiday and event destination with the objective to increase both domestic and international visitation to the State . This is achieved through:

• Marketing – to deliver innovative marketing campaigns to raise local, national and international awareness of Western Australia’s extraordinary destinations and experiences;
• Events – to develop, sponsor and promote a diverse range of sporting, arts, cultural and culinary events across the State;
• Destination Development – to work across government and industry to determine the needs of destinations in terms of access, accommodation, attractions and amenities; and
• Aviation Development – to support Tourism WA`s efforts to grow air access from Hong Kong to Western Australia with new and existing airlines to Perth.

Hong Kong is amongst Tourism WA’s top international markets as Western Australia is a popular destination for outbound travel. Tourism WA aims to protect market share of its key markets, including Hong Kong, and grow visitation from core target segments by focusing on key business drivers, including improving consumer desire to visit Western Australia and building alliances with key tourism operators.

Tourism WA is seeking a Contractor to provide market representation services for Hong Kong, including:

• Develop and implement innovative tourism marketing campaigns, that elevate Western Australia’s profile and the consumer’s desire to visit Western Australia as a holiday destination;
• Increase visitation, yield and dispersal from target market segments;
• Report market trends and implement marketing strategies that will elevate Western Australia`s market profile;
• Communicate effectively with industry, government and the people of Western Australia; and
• Work collaboratively with a range of related tourism businesses to drive economic outcomes for Western Australia.

The Contractor will share in Tourism WA’s vision and add value to the Western Australian tourism industry, by promoting the State as an extraordinary destination to visit. This will be achieved by applying unrivalled expertise in marketing to optimise Tourism WA’s investment in market, and, through nurturing alliances with the tourism industry in Australia and Hong Kong.

Market Context

Western Australia’s tourism industry is a key contributor to the State’s economy employing approximately 97,000 Western Australians (directly and indirectly), and generates A$10 billion in gross domestic product (GDP).

Hong Kong is a key market for Western Australia and is the 11th ranked inbound market for visitors, with 29,500 arrivals spending A$97m in the year ending June 2019, a year-on-year (YOY) increase of 40.6%.

Tourism WA’s Brand

Tourism WA is in a brand transition period and will launch its new brand in 2020. Its consumer website is www.westernaustralia.com.