Perth Hills Tourism Forum
On Friday, 28 June Mundaring Chamber of Commerce hosted a Perth Hills Tourism Forum at Mundaring Arena.
Speakers at the forum, Ian Johnson, Principal Policy Advisor – Tourism, to Minister Paul Papalia, Manny Papadoulis, Deputy Chairman of Tourism WA and Kirk Kitchin, Manager Recreation and Leisure, Shire of Mundaring/ Chair of the Perth Hills Tourism Alliance, discussed the importance of tourism to the economy, the Government’s plans for tourism in Western Australia, and the branding of the Perth Hills as a key tourism precinct.
The Chamber’s aim was for the Forum to act as a vehicle whereby the various levels of government and statutory authorities could provide tourism operators in the hills with information about the initiatives that are being pursued in relation to promoting tourism in the region, and to facilitate productive and effective discussion.
The scene was set by Manny Papadoulis with a fantastic presentation about the importance of tourism to the economy, and how through the multiplier effect (the stimulus an external source of income has on an economy), the tourist/ visitor dollar can deeply permeate a local economy. Of particular interest, Manny also highlighted the importance of establishing partnerships at a local level if tourism in the Perth Hills is to succeed. The ability to reach audiences, attract awareness, excite interest, and convert it into action can be a significant challenge—and we need to work together to achieve growth across the hills.
The second, very informative presentation was delivered by Ian Johnson, who outlined the State Government’s current Two-Year Action Plan for tourism in Western Australia and how its overall aim is to make Western Australia the most desirable leisure and business events destination in Australia.
The plan focuses on four key areas that will help drive visitation:
– Positioning the State as Australia’s western gateway
– Promoting Perth as an affordable, vibrant destination close to nature
– Attracting more people to regional WA
– Intensifying promotional activity in target markets to encourage travel.
The final presentation of the forum was an overview of the work currently being undertaken by the Perth Hills Tourism Alliance (PHTA), delivered by Kirk Kitchin. The PHTA consists of five Local Government Authorities (LGAs); the City of Armadale, the City of Kalamunda, the Shire of Mundaring, the Shire of Serpentine and Jarrahdale, and the City of Swan. Each LGA has put in funds to create an overarching tourism strategy for the Perth Hills, with a focus on marketing and branding the Perth Hills as a Key Tourism Precinct. The PHTA, strategy and Perth Hills brand is planned to be launched in November 2019. Operators in the Perth Hills can expect the following activities to take place as a result of the Alliance:
• Perth Hills Tourism Marketing Strategy
• Development of Perth Hills Brand
• New Perth Hills website
• Launch of the Marketing Strategy & Brand
• Social Media Strategy
The Forum attracted over 100 participants including business operators, councillors, local government representatives, volunteers, not-for-profit organisation representatives and a number of other stakeholders, and the Chamber certainly achieved what it set out to – to advance the dissemination of knowledge about tourism initiatives/action and to facilitate discourse amongst operators, or between the sector and the various bodies responsible for developing policy and action regarding tourism in the Perth Hills region.
Ultimately, the message to be taken from the Perth Hills Tourism Forum is that tourism in the hills is indeed a collective endeavour and as a region we are stronger working in partnership to achieve growth across the hills.
We would like to thank all the presenters for taking the time to present at the Perth Hills Tourism Forum and for their participation in the discussions afterwards. We appreciate your support and look forward to working with you in the future.
View the presentations here: Perth Hills Tourism Forum Presentation