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New Chief Executive at Australia’s South West Regional Tourism Organisation
Catrin Allsop, a regional tourism leader with extensive experience in tourism, management and marketing has been appointed to lead Australia’s South West Regional Tourism Organisation.
Having acted in the role of Chief Executive since January 2016, Allsop is seen as bringing strong leadership, proven strategic implementation and effective stakeholder engagement skills to the organisation.
She is already a Committee Member of Western Australian branch of the Australian Tourism Export Council, involvement in key industry projects such as the Airline Engagement Working Group for the Busselton-Margaret River Regional Airport and various collaborations with industry stakeholders in developing Memorandums of Understanding to increase co-operation and reduce duplication of destination marketing.
Some of these partners include the Margaret River Busselton Tourism Association, the Bunbury Wellington Group of Councils, South West Development Commission and the Great Southern Development Commission.
Announcing that the appointment was made after a thorough recruitment process, Dee Smith, Chair of Australia’s South West (ASW) stated “Catrin’s commitment to ensuring return on investment for the tourism operators in the region, coupled with her industry specific skills were highlighted throughout the recruitment process.
“She’s proven herself through building strong relationships with stakeholders both in and outside of the region and the Board have no doubt she will continue to lead our organisation with the upmost professionalism over the coming years”.
Welcoming her appointment, Allsop added “I am delighted to be formally appointed into the position to deliver for Australia’s South West the dynamic marketing projects we have been developing. It is a region of breathtaking natural beauty that I am privileged to live and work in.
“There are many game changers for the region with direct flights, strong growth in visitation from traditional and emerging Asian markets along with a maturity of the tourism product offering in niche areas such as eco-tourism and premium positioning that makes tourism a positive driver of jobs and investment.
“Our target by 2020 is to see tourism delivering $2 billion into the region and we are confident we are on track to achieve this.”
Australia’s South West is the Regional Tourism Organisation representing the South West region of Western Australia.
These activities are undertaken with assistance and financial support from the tourism industry and Tourism Western Australia. ASW has the prime responsibility of raising the profile of and increasing visitation to the Australia’s South West region. A range of promotional activities are undertaken in intrastate, interstate and key international markets each year to achieve this.
The activities of ASW are steered by an Executive Board comprising of stakeholders that have been nominated and elected by members, as well as skills based representatives. A dedicated team of marketing and administration staff manages the membership base and implements marketing activities for the region which boasts the highest level of infrastructure and most number of tourism operators of any regional area in Western Australia.
For more information go to www.australiassouthwest.com
Images: Catrin Allsop (top) and The Valley of the Giants Tree Top Walk (below).
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