Tourism vital to Pilbara economy

27/4/95

Tourism holds the key to a more diversified Pilbara economy, according to Regional Development Minister Hendy Cowan.

Speaking in Dampier, Mr Cowan said that tourism could help to stabilise towns which were losing population as a result of mining companies reducing their workforces.

Eco tourism and cultural tourism also offered increasing opportunities for Aboriginal people.

While in Dampier, Mr Cowan launched two major reports commissioned by the Pilbara Development Commission focusing on the development of tourism.

He said the two reports would provide the blueprint for the future of tourism in the Pilbara.

Perth company Market Equity carried out in-depth research of the region to provide data for planning purposes.  That research resulted in a report entitled 'Identifying Opportunities for Increasing Tourism to the Pilbara.'

The other report, 'A Strategy for the Co-ordination of the Pilbara Tourism Industry', was compiled by Tourism Co-ordinates, a Perth-based consultancy company specialising in tourism studies and strategies.

Its task was to develop a strategy for the co-ordination of the Pilbara tourism industry and to recommend a co-ordinating body to oversee development.

Mr Cowan said it had earlier become apparent that a single, professional peak body was critical to the future of tourism in the Pilbara.

Tourism Co-ordinates' report represented comprehensive consultation with all levels of the industry.

Among its findings were that the current tourism structure was cumbersome and that there was inadequate and unfocused promotion.

The report recommended that there be a new single body known as the Pilbara Tourism Association which would have among its responsibilities the drawing up of a five-year master plan for Pilbara tourism.

The new body would work closely with tourist operators, the Western Australian Tourism Commission, relevant Government instrumentalities, mining companies and other stakeholders in the industry.

Commenting on Market Equity's report, Mr Cowan said it dispelled some myths about the Pilbara tourism industry - myths about where tourists came from, what they wanted to see and do, and how long they stayed.

"Before this research was undertaken it was thought that the majority of tourists - up to 80 per cent - came from Perth," he said.

"However, this research reveals that only 29.4 per cent of tourists come from Perth with a total of 47.6 per cent originating from WA and 11 per cent from overseas.

"Market Equity's report also notes that the Pilbara has a wealth of eco-tourism and cultural tourism opportunities, but many of them are still well-kept secrets.

"Their report will provide a powerful tool for developing marketing strategies and devising promotional campaigns for these exciting attractions."

Pilbara Development Commission chairman Dick Carter said the launch of the documents celebrated 18 months of consultation and research.

"However, that is not the end of the process," Mr Carter said.

"The commission will begin implementing immediately recommendations contained in the reports.

"Real change of significant proportion will take place over the next six months."

Copies of the two reports are available from the Pilbara Development Commission's Port Hedland office.

Media contact:  Peter Jackson (09) 222 9595