5 Strategic Priorities Developing the strategic intent for Esperance is undertaken through TWA’s Our Story: Framework22. The framework as shown in Figure 3 provides a State-wide lens on the development and use of the Our Story framework. Importantly for the Esperance destination, the adventure pillars are well represented and form the basis of the experience or adventure development section of this strategy. The adventure pillars that help create the WA story are aligned with the Esperance offer and are found throughout the strategy and action plan that follows.
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Figure 3.
Tourism WA’s Our Story Framework
Our Story: Framework THE FIVE PILLARS OF OUR STORY
THE TARGET VISITOR
Ancient tracks, new journeys; Barefoot luxury; Other worldly phenomena; Majestic landscapes Big skies, full of characters
High value travellers who seek unique, authentic experiences on road less travelled, and opportunity to create memories that stand out from others
WESTERN AUSTRALIA TOURISM – OUR STORY There’s an adventure to suit everyone in Western Australia Nature & Wildlife
Aquatic & Coastal
Food & Wine
Culture & People
Events
DESTINATION EXAMPLES PERTH The world’s most effortlessly adventurous capital city
MARGARET RIVER The most indulgent culinary and spectacular coastal adventure in the world
THE KIMBERLEY The most aweinspiring wilderness adventure in the world
NINGALOO & AUSTRALIA’S CORAL COAST The most exhilarating marine adventure in the world
KALGOORLIE & GOLDEN OUTBACK The most other worldly outback adventure in the world
ESPERANCE The most other worldly coastline in the world
KARIJIN & THE PILBARA The most intense ancient natural adventure in the world
Tourism.wa.gov.au/our-story
ESPERANCE TOURISM STRATEGY | APRIL 2021
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