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Tourism SPECIAL REPORT businessnews.com.au
FEATURE
TOURISM
Bain talks tourism, COVID challenge
A new chairperson and board changes preface a
fresh era for Tourism WA.
Jordan Murray
jordan.murray@businessnews.com.au
“ I know from
experience, that
for branding and
marketing to
succeed it has to
have ‘buy-in’ from
industry - Di Bain
Di Bain chairs Tourism WA, serves on the board of Activate Perth and is a councillor at City of Perth.
IT’S hard to describe the recent Anneke Brown, and current Burswood 2021, and before that a commissioner
leadership and board overhaul at Park Board chair Janelle Marr. of five years, had cited his being
Tourism WA as anything other than That meant the Tourism WA board, offered a significant, personal
a hard reset for the state’s tourism which can at any time comprise up to business opportunity as reason for his
marketing body. 10 members, had been cut to just six early departure.
As significant as the board changes commissioners. Elsewhere, Perth Airport chief
were, however, they may have been While some media outlets took to executive Kevin Brown and former
overlooked amid the news of Di labelling the departures as a mass Tourism Council WA president Manny
Bain’s appointment as chair, which exodus for an embattled board, Papadoulis had their terms extended,
led the state government’s media most of the departures were readily while Kia Dowell was confirmed to
announcement towards the end of explainable. stay in the job until at least 2022.
June. That’s because Tourism WA’s Still, it’s easy to read into the
The accompanying overhaul of the board members are appointed to departures as part of growing pains for
board, involving the departure of five four-year terms, with all but two of the Tourism WA since it was caught up in
commissioners, appeared further commissioners who resigned in June the machinery of government changes
down the statement, in paragraphs completing their first or second term. implemented in the months after
seven and nine. Ms Horton, who is also national Labor won the 2017 state election.
Those leaving included experienced director of the Australian Institute Those changes were instrumental
non-executive directors such as Linda of Company Directors, was halfway to Premier Mark McGowan’s election
Wayman, Valerie Davies, and Tracey through her second term, while Mr pledge to substantially reduce the
Horton, as well as industry veteran O’Sullivan, who is based in Sydney state’s public debt burden.
John O’Sullivan, a former managing as chief executive of ASX-listed In practice, though, they led to
director of Tourism Australia. Experience Co, had only ever agreed to significant disquiet across the public
In turn, just two names were put serve a single-year term. sector, with high-profile causalities
forward as replacements: former Meanwhile, Nathan Harding, the including Kim Papalia, who resigned
COMO The Treasury general manager commission’s chair between 2017 and as the state’s road safety commissioner,
32 | Business News August 9, 2021
FEATURE
TOURISM
and the directors general of the
Department for Child Protection and
Who’s on the board of Tourism WA? and special return airfares for visitors
from Sydney, Brisbane or Melbourne
the Disability Services Commission. Di Bain (Commissioner 2019, chair since June) travelling to the state.
About two-thirds of the state’s These campaigns appear to have
• Councillor at City of Perth (2020-)
government departments were had some effect, with WA’s share of
abolished as a result, with Tourism • Board member of Activate Perth (2020-) tourists shrinking by the smallest
WA (then the Western Australian • Chair of Activate Perth (2018-2020) percentage of all states and territories
Tourism Commission) lumped in in the year to March 2021.
with the state’s commerce and state
Manny Papadoulis (Commissioner since 2017, deputy chair since June) Ms Bain said that, while many
development agencies to create the • Executive director of Icon Tourism (2012-) businesses geared towards out-of-state
Department of Jobs, Tourism, Science • President of Tourism Council WA (2013-2017) tourists had struggled and required
and Innovation (JTSI). • Vice president of Tourism Council WA (2009-2013) government support, she hoped WA
That coincided with the resignation could retain a significant proportion
of Peter Prendiville, the agency’s chair Kevin Brown (Commissioner 2017-) of the intrastate market it had gained
between 2011 and 2017, along with • Chief executive of Perth Airport (2016-) over the past 18 months.
three other commissioners, including • Chief executive of North Queensland Airports (2011-2016) “While COVID-19 has presented
deputy chair and Little Creatures obvious challenges for the tourism
• Managing director of BAA Edinburgh Airport (2010-2011)
Brewing co-founder Howard Cearns. sector right around the world, there
When the merger was finalised in Kia Dowell (2018-) has been some notable upside in WA
July 2017, what resulted was an agency after the initial shock,” she said.
• Executive director of Indigenous Business Australia (2017-)
of 313 staff, $179 million in revenue “Western Australians who might
(in the most recent financial year, per • Co-founder of Codeswitch (2011-2017) not have travelled locally for years
Data & Insights), and a tangled web • Multiple roles at Rio Tinto (2008-2013) or decades have discovered or
of leadership with major structural rediscovered the wonders of their
changes for Tourism WA.
Janelle Marr (2021-) backyard.
Many, such as former premier Colin • President and chair of Burswood Park Board (2021-) “Anyone who travels around the
Barnett and the opposition’s tourism • Managing director of Step Beyond Strategy (2007-) state knows there are huge numbers
spokesperson Vince Catania, have • Chair and board member of Screenwest (2013-2019) of people travelling and frequenting
been outspoken in their criticisms tourism and hospitality businesses.”
of Tourism WA’s place in that Anneke Brown (2021-) Outside of the immediate threat of
bureaucracy, stemming in part from • Consultant (2020-) the pandemic, Tourism WA has also
changes to its leadership roles. • General manager of COMO The Treasury (2014-2020) supported the regions, including
Under the original legislation that Geraldton, with a project manager to
• State general manager of AVANA (2011-2014)
constituted Tourism WA, implemented be based there for the next 12 months
following Brian Burke’s election win as operators recover in the aftermath
in 1983, the chief executive was to be $227,819 per year role earlier this per cent of Australia’s population of Cyclone Seroja.
employed solely to lead the statutory month. throughout June and July. Tourism WA has also kept its
authority and report directly to the Ms Bain, who chaired Activate Perth Much of the impact has already been attention on international markets,
board. between 2018 and 2020 and was elected felt across industry, with data from with a $16.5 million contract awarded
However, about six months after the to the City of Perth’s newly constituted Tourism WA showing hotel occupancy to UK-based SLC Representation and
machinery of government changes, council in October, was not available rates have fallen to as low as 20 Germany-based Conjoint Marketing
JTSI director general Rebecca Brown for an interview for this article. per cent in 2020, and tourist visits Group to develop and implement
was simultaneously tasked with In written response to questions, dropping by about 18 per cent in the tourism marketing campaigns.
serving as the Tourism WA chief however, she said Tourism WA had 12 months since the pandemic began, That contract was awarded in June
executive following the resignation of restructured its marketing, industry, according to numbers from Austrade. and will last for two years with a
Gwyn Dolphin. and aviation divisions to help attract “We are committed to the industry’s possible three-year extension.
Any leadership pressures were later top talent and develop a strong working resilience and to regaining our In addition, Ms Bain was keen
alleviated with the hiring of Brodie relationship within its leadership team. pre-COVID-19 momentum and to emphasise the Tourism WA’s
Carr as managing director about 18 “This new structure has allowed us have delivered a range of targeted ‘Adventure Awaits’ social media
months after Mr Dolphin’s resignation. to increase our focus on partnerships, marketing and support initiatives campaign as keeping the state top of
Mr Carr would end up resigning two industry and the development of our for geographical areas and industry mind for international tourists while
years into his five-year term, citing brand marketing strategy,” Ms Bain sectors particularly affected,” Ms Bain the country is shut to overseas visitors.
a desire to move closer to his wife’s said. said. When asked how her experience
family in France. “The majority of positions have now “This has included grants, voucher with Activate Perth informed her
That meant Ms Brown, who was also been filled with excellent candidates programs, discounted airfares, along approach to branding and marketing
seconded to the Department of the and we’re confident we have the with time-specific, incentive-driven at Tourism WA, Ms Bain cited her
Premier and Cabinet in the 12 months best team of all the state tourism marketing.” experience instigating collaborations
leading up the most recent state organisations.” Intrastate marketing campaigns and partnerships as the key factor.
election, was expected to manage the Many in the state’s embattled tourism have been instrumental to supporting “I know from experience, that for
goings-on of JTSI, Tourism WA, and industry will welcome steady hands at WA tourism during the pandemic. branding and marketing to succeed
report to seven ministers on day-to-day Tourism WA, given the difficulties for The ‘Stay, Play and Save’, ‘Wander it has to have ‘buy-in’ from industry,”
operations for significant periods of the sector caused by border closures Out Yonder’ and ‘Relook and Book’ she said.
the past four years. and lockdowns during the past 18 campaigns have variously subsidised “That’s why the ‘Our Story’ project
Derryn Belford, who has served as months. flights and hotels for domestic tourists involved consultation with hundreds
Tourism WA’s executive director of These issues have flared in a bid to stem the bleeding. of industry leaders and operators to
destination development since 2013, considerably in recent weeks, with That’s in conjunction with support form the basis of Tourism WA’s new
has filled in on an acting basis since COVID-19 outbreaks in Queensland, for regional operators, such as airfare global marketing campaign, which is
September, with the state government NSW and South Australia resulting subsidies for Perth visitors travelling continuing to be developed and will be
having closed applications for the in WA being locked out to about 85 to Broome, Kununurra and Exmouth, launched when the time is right.”
August 9, 2021 Business News | 33
FEATURE
TOURISM
Old Perth Girls School will be the site of a $1 billion mixed-use redevelopment. Photo: Attila Csaszar
Developers retain confidence in hotels
WA’s hotel development pipeline remains robust despite border closures and
lockdowns hurting the state’s tourism industry.
Jordan Murray Notable hotel developments in WA Fini Group (now Hesperia) in 2015 as
jordan.murray@businessnews.com.au part of a $580 million redevelopment of
Estimated Mixed Owner / Developer Cathedral Square, as an example.
Hotel Rooms
PERTH hotels are still open for business cost ($m) use? He said the 48-room hotel had
and welcoming guests, although in become a cornerstone in efforts to
Old Perth Girls School 1,000 Y ADC_, Warburton Group < 600
numbers significantly reduced on those revitalise Perth’s easternmost reaches,
recorded pre-pandemic. with development of the nearby Westin
Curtin Exchange 500 Y Curtin University 60
At the same time, the number of Hotel and Hibernian Place adding to
hotel rooms in the city’s inventory CA & Associates the development’s appeal to visitors.
EQ West 385 Y (Adrian Fini and Victor Goh) 200
continues to grow, with about 250 Mr Fini’s approach will be tested
rooms added to stocks in 2020. Lots 5 and 6 367 Y Brookfield 84 further as he seeks to progress a
Elizabeth Quay
Increased hotel capacity during the 65-room hotel along Smiths Beach, near
past year was provided by Rottnest Capital Square 350 Y AAIG (Victor Goh) 120 Yallingup.
Island’s Samphire Resort, owned by That site, which was subject to several
Prendiville Group, and Vibe Hotel Perth Hub 158 Y Far East Consortium 250 investigations stemming from failed
Dorsett Hotel
Subiaco, owned by NSW-based hotelier attempts by previous owners to develop
The Westin 85 N Saracen Properties 121
TFE Hotels. Margaret River a residential subdivision there in the
Those properties have entered the 2000s, already appears to have drawn
market despite widespread lockdowns Wyndham LUX Hotel 40 N NXT TEC 120 the ire of community groups and local
and border closures significantly state representative, Libby Mettam.
Hampton Inn 40 Y SKS Group 170
reducing the number of tourists visiting Cockburn Central And while community tension
Western Australia over the past 18 appears to again be simmering, Mr
Royal George Hotel 25 Y Saracen Properties 10
months. Fini is confident the project will allow
Data from Austrade’s national visitor visitors to experience the South West’s
The Leadlight Hotel 14 N ADC_ 132
survey indicates annual visitation culture and heritage in a way that will
shrank by 18 per cent in the 12 months Smiths Beach Consortium led by be appealing to the community.
Tourism Village N/A Y 65
to March 2021, while research from Adrian Fini “My experience of developing the
Tourism WA shows hotel occupancy Bunker Bay Resort shows that hotel
fluctuated between 20 and 50 per cent Source: Data & Insights accommodation can be sensitively
for much of 2020. developed in the South West [region] in
Nevertheless, confidence in hotel Mr Fini, who holds a significant stake “In new developments they can play a a way that is embraced long term by the
developments remains high, with in several hotels, both privately and critical role in benefitting, establishing, community,” he said.
several major mixed-use developments through his Hesperia outfit, said hotels and promoting the surrounding area, “We are going through a unique
set for completion in the years ahead to continued to provide vibrancy and especially in regional communities. period where our hotel and
feature hotels. diversity to new developments, as well “Essentially, hotels can help unlock accommodation sector is experiencing
They include Curtin University’s as substantial economic activity in the the potential of a place. highs and lows because of various
$500 million expansion in Bentley, development phase. “Above everything else, they enable COVID restrictions.
which will feature a 60-room hotel, “In the context of city regeneration us to share different parts of Perth and “However, the long-term reasons for
ADC_ and Warburton Group’s $1 billion projects, they act as catalysts for regional areas with visitors, and that developing hotels remain the same,
redevelopment of the Old Perth Girls greater vitality in the areas that spreads the word about WA.” and we must focus on developing
School, and Adrian Fini and Victor surround them,” Mr Fini told Business Mr Fini cited COMO The Treasury, the next generation of world-class
Goh’s $385 million EQ West project. News. which was redeveloped and opened by accommodation in WA.”
34 | Business News August 9, 2021
FEATURE
TOURISM
Data & Insights WA’S LARGEST HOTELS & RESORTS
Ranked by star rating and then by total number of rooms
Number of
Total Business
Rank
Number of Convention
Hotel or restort name Senior executive and title Year Est Hotel or resort operator Rooms Rooms
1 Crown Towers Perth Mr Andrew Cairns - Executive general manager 2016 Crown Hotels 500 15
2 Pan Pacific Perth Mr Rob Weeden - General manager 1973 Pan Pacific Hotels Group 486 18
3 Crown Metropol Perth Mr Andrew Cairns - Executive general manager 2003 Crown Hotels 395 15
4 The Westin Perth Mr Peter Brampton - General manager 2018 Marriott International 368 9
5 Hyatt Regency Perth Mr Ribhu Chatterjee - General manager 1988 Hyatt Hotels 366 15
6 Duxton Hotel Perth Mr Riaz Mahmood - General manager 1996 Duxton Hotels International 306 8
7 Parmelia Hilton Perth Mr David Constantine - General manager 1968 Hilton Hotels and Resorts 284 10
8 InterContinental Perth City Centre Ms Anna Edie - Area general manager 2017 InterContinental Hotels & Resorts 240 4
9 Fraser Suites Perth Ms Alexis Hvalgaard - General manager 2012 Frasers Hospitality 236 5
10 The Ritz-Carlton Perth Mr Dario Orsini - General manager 2019 The Ritz-Carlton 205 8
11 QT Perth Ms Lisa Parker - General manager 2018 QT Hotels & Resorts 184 6
12 Pullman Bunker Bay Resort Mr Leighton Yates - General manager 2004 Accor Hotels 150 4
13 Peppers Kings Square Hotel Ms Zoe Noonan - General manager 2016 Mantra Group 120 1
14 Quay Perth Hotel Ms Lovelynn Clark - General manager 2019 Louis T Collection 80 N/A
15
GET THE FULL LIST ONLINE businessnews.com.au/bniq/hotels-resorts
141
All information compiled using surveys, publicly available data and contact with industry sources. Other companies may be eligible for inclusion. If you believe your company is eligible,
please email: claire.byl@businessnews.com.au WND: Would Not Disclose, NFP: Not For Publication, N/A: Not Applicable or Not Available.
Rockingham is Tourism Ready…
Are You?
To discuss tourism development opportunities in
Rockingham, please contact the City's Economic
Development and Tourism team on 08 9528 0333 or
economicdevelopment@rockingham.wa.gov.au
August 9, 2021 Business News | 35
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