Western Australia Tourism Market Trends - Case Study Example

Western Australia Tourism Market Trends Name: Institutional affiliation: Western Australia Tourism Market Trends Introduction In analyzing the current market trends and identifying major source markets for visitors in Western Australia, it is important to understand the underlying concepts first. A market trend refers to the general direction of trading in the broad market. Market trends can be evaluated in the long or short-term for a comprehensive and detailed understanding of the overall movement of trade in the industry of choice. Market trends can either move up or down in which case a general higher movement is termed an uptrend and lower movement is termed a downtrend. Any particular industry in subject to influence of market trends and as such, an analysis of market trends in a particular industry is vital in ensuring consumer needs can be met in addition to providing knowledge on how to stay competitive. The report provides an analysis of current market trends in addition to identifying major source markets both domestic and international for visitors to Western Australia. The analysis will consider the movement of the market trends for the past five years and provide a prediction of the likely growth for the next five years. Additionally, the report will provide a review of national and state tourism planning documents, their relevance and impact or tourism planning. In conducting and analysis of market trends, various aspects that are relevant to the tourism industry have to considered. In this way, it is important to note that put simply, a market trend include any factor that changes the market in the industry. The market trends in the tourism industry include aspects such as changes in the needs of consumers, operational environment changes, destination preference, changes in the demographics of the market, and the economy among other factors that are going to be considered (Tourism Western Australia, 2016). Every trend has the potential of affecting the tourism market in numerous ways and as such, it is vital to consider numerous relevant trends for a comprehensive analysis of the market trends. Tourism Industry The tourism industry is based on travel for business, leisure, or pleasure and encompasses the aspect of business, which factors in accommodations, entertainment, and attraction of visitors to a region. The tourism industry may be international or domestic. In the world today and most especially in Western Australia, tourism has become a significant source of revenue and as such has major implications for the economy. According to the official website for tourism in Western Australia, Tourism Western Australia (2016), tourism is a major aspect in the economy of Western Australia with an estimated one million international visitors in 2015 constituting twelve percent of the overall international tourism in Australia. The major source markets in the tourism industry in Western Australia are Singapore, United Kingdom and New Zealand. The tourism industry in Australia accounts for nine billion dollars to the economy of Western Australia in addition to being a major source of jobs in the region. Major Source Markets Domestic The domestic market in the Western Australian tourism industry include intrastate visitors comprising of visitors from within Western Australia and interstate visitors from the rest of Australia. The domestic market is the leading source of tourism visitors. The government in an effort to promote Western Australia in the domestic market directs its concentration on events marketing, brand, and cooperative marketing rigorously. In this way, the campaigns are directed to target visitors interested in learning new things, a category termed Dedicate Discovers. The campaigns also target people who consider holidaying and travelling as reward for their efforts and achievements in life. The group of domestic visitors is grouped in Aspirational Achievers and comprise of people between the ages of thirty five to sixty four. The visitors in the Aspirational Achievers category are from the industry’s core markets that include Perth, Sydney, Brisbane, and Melbourne. The people making up this category are note to have an overall value for experiences in addition to being adventurous and curious with the need to take a break (Domestic markets - Tourism Western Australia, 2016). International The tourism industry in Western Australia through the government and major industry players in the industry promote Western Australia as an amazing destination in ten fundamental international markets. These include Germany, Singapore, United States of America, Switzerland, Malaysia, New Zealand, Japan, China, United Kingdom, and Indonesia. The tourism authority in Western Australia aims to raise the number of international visitors to the region as well as encourage the visitors in longer stay, more spending and further exploration around the region. In efforts to realize these objectives, there are inventive marketing campaigns in addition to an excellent events calendar to create awareness of the region’s spectacular experiences and destinations internationally. The government and tourist authority of Western Australia also works in collaboration with crucial global trade partners in attracting visitors especially to the Western Australia region (Markets - Tourism Western Australia, 2016). Current Market Trends Globalization The process of globalization has seen to the increase of people that are travelling around the world in recent times. This is one of the main trends in tourism industry and market that has impacted on Western Australia as a tourist destination. With globalization, more free movement allows visitors to tour Western Australia. The international tourist numbers have escalated all over the world and the Western Australia market has not been left behind. In the same breath, global growth as a result of globalization has contributed to the number of tourists to the Western Australia region. In 2014, there was an estimated increase of 4.7% in the number of visitors from international source markets (Tourism Western Australia., 2016). Leisure Travel Leisure travel is one of the current trends in the tourism industry and market in Western Australia with more visitors touring the region for leisure and associated activities. Travis (2011) notes that leisure travellers in the current tourism market are less interested in the intake of material goods and more inclined in experiences that point to their social status. The current tourists equate travelling to a higher social status in the world as compared to previous trends. Travel and tourism experiences have become some of the most valued leisure activities that are related to individual status. Technology Technological advancement and the rising popularity of social media platforms such as Facebook and Twitter have contributed majorly to the tourism market and industry in Western Australia. Visitors from both source markets, domestic and international who equate tourism with status and leisure are nowadays inclined to share their travel experiences with friends and family through social media. In this way, Dowling & Pforr (2009) observe that technology has become a major part and influence of the tourism industry in the region compared to five years ago when the internet and social media did not play a major part in how people viewed tourism. Through sharing travel information in social media platforms, the tourism industry in Western Australia has benefitted through exposure and referrals. The rising popularity of social media is currently being used to enhance the value of travel experiences. Such experiences are shared and used as social currency that denotes, communicates and signals individual status. Economic Contribution Tourism Satellite Account of Western Australia evaluates the contribution of the industry to the state’s economy. The contribution of the industry to the economy is considered in light of employment, total output and valued added. Report documents places the value of the industry at $10.04 billion. The industry, supports 64, 000 individuals in direct employment in addition to 33, 000 more through indirect employment and as such, the total number of people employed by the tourism industry of Western Australia is 97, 000. The industry accounts for 1.9% of Western Australia‘s economy directly in addition to 1.8% indirectly which makes up a total of 3.8%. The regions tourism industry is a significant contributor to the entire Australian tourism industry and accounts for 10% of the entire tourism industry (Edgell, 2008). Western Australia Tourism Industry Economic Contribution Gross value added Gross state product Employment Direct contribution $4.58 $5.02 64,000 Indirect contribution $4.38 $5.02 33,000 Total contribution $8.96 $10.04 97,000 Review of national and state tourism planning documents The China Strategy 2012-2015 The China Strategy 2012-2015 is a state planning document identifying opportunities for the tourism industry of Western Australia and strategy aimed at increasing the industry share of Chinese tourists to a hundred thousand by the year 2020. The planning document gives a clear course for the Western Australia tourism industry in relation to approach in to the China market. The document also highlights consumer-marketing strategies, which include aspects such as the development of the industry, trade, aviation in addition to strategic corporations. The planning document also focuses on activities and industry practices that are being embarked on as part of various State and National planning directions, which comprise of the national long-term strategy for the tourism industry and strategic plan for China. The document’s development followed broad research and partnerships with significant stakeholders from the tourism industry and the government. The implementation of the strategy is set to be guided by a group comprising of diverse associates from the Western Australia tourism industry. The document was made publicly available for comment and reviews (China Strategy - Tourism Western Australia., 2016). The objective of the plan and strategy include clarification and direction for industry’s future in relation to the China market. In this way, the planning identifies the Western Australia target markets for the proper allocation of resources. It also aims for the formation of strategic partnerships that will benefit the Western Australia tourism industry. The significance of the document for the tourism industry of Western Australia lies in the strategies directed at capturing and maximizing the China market visitors to the region. An increase of visitors into Western Australia will improve the industry and the economy of the region in various ways. Perth being the region’s capital benefits by an economic upsurge that will make significant contribution to the economy in terms of trade and other associated factors. Kastarlak and Barber (2012) observe that an increase in visitors means an increase in spending, money coming into the region, government revenue, and region’s popularity. Caravan and Camping Action Plan 2013-2018 This is a state plan that is geared towards improving promotion, delivery, and supply of caravan and camping in Western Australia. The development of the plan followed the inquiry of the parliament into the use, provision and the regulation of camping grounds and caravans in Western Australia. The tourism authority commissioned Brighthouse, a consultancy firm to evaluate, gauge, and analyze the region’s camping and caravan division. The findings of the report by the consultancy firm were used to guide the Action Plan’s development Caravan and (Camping Action Plan - Tourism Western Australia., 2016). Western Australian government has devoted 40.7 million dollars to funding the implementation of the Action Plan. The plan’s initiative comprises the development of 450 sites for camping and caravans in the various national parks within the region, five camping grounds and commercial caravan parks in regions identified as high priority sites. The upgrade and creation of rest areas also make up part of the action plan in addition to improvement of facilities that would meet demand in high seasons. The plan also includes training of personnel and management in order to improve the standard of services and products. Lastly, the plan is directed at the installation of dump points, which is geared to improve proper waste disposal for visitors into Western Australia. The tourism industry of Western Australia has undertaken various initiatives directed at updating travel distributors about the capital city Perth and the developments in the city geared at making it an exciting travel destination (Mason, 2008). Such initiatives include creating awareness and knowledge on the various accommodations available for visitors to the region, facilities and products among other factors. Conclusion There is a global upsurge in tourism and the Western Australia region has not been left behind as the region’s current industry market analysis show. The current trends with the most effect on the Western Australia tourism industry include the rise of leisure travel as most tourists into the region fall into the category of individuals concerned with travel for leisure as opposed to past trends. Globalization has also seen to increase of people traversing the world more freely and Western Australia is one of the choice destinations. Technology and the popularity of social media also impacts the industry in the sense that more people currently value the sharing of their travel experience for status. Future trends in the industry will focus on security and safety due to the rising cases of global terrorism. With the rise of tourism in Western Australia, the market and the industry will shift their focus to the tightening of security since security has become a major global concern. Sustainability is also projected to have an impact in the future of the tourism industry with more people concerned with environmental issues. References Domestic markets - Tourism Western Australia. (2016). Tourism.wa.gov.au. Retrieved 1 September 2016, from http://www.tourism.wa.gov.au/markets-events-campaigns/Markets/Pages/Domestic-Markets.aspx Dowling, R. & Pforr, C. (2009) Coastal Tourism Development. New York: Cognizant Communication Corporation. Edgell, D. (2008) Tourism policy and planning: yesterday, today and tomorrow. Oxford: Butterworth‐Heinemann. Kastarlak, B. & Barber, B (2012). Fundamentals of planning and developing tourism. Boston: Pearson. Mason, P. (2008) Tourism impacts, planning and management. 2nd ed. Oxford: Butterworth‐Heinemann. Travis, A. (2011) Planning for tourism, leisure and sustainability: International case studies. Cambridge: CAB International. Caravan and Camping Action Plan - Tourism Western Australia. (2016). Tourism.wa.gov.au. Retrieved 2 September 2016, from http://www.tourism.wa.gov.au/About%20Us/Our_strategies/Pages/Caravan-and-Camping-Action_Plan.aspx China Strategy available for public comment - Tourism Western Australia. (2016). Tourism.wa.gov.au. Retrieved 2 September 2016, from http://www.tourism.wa.gov.au/NewsArchive/2012_previous_news_stories/August_2012_news_archive/Pages/China_Strategy_available_for_public_comment.aspx Markets - Tourism Western Australia. (2016). Tourism.wa.gov.au. Retrieved 2 September 2016, from http://www.tourism.wa.gov.au/markets-events-campaigns/Markets/Pages/Default.aspx Industry support and opportunities - Tourism Western Australia. (2016). Tourism.wa.gov.au. Retrieved 2 September 2016, from http://www.tourism.wa.gov.au/Industry/Pages/Industry-Support-and-Opportunities.aspx Read More