Rooms are not only hard to get but rates are also high and they’re not likely to fall any time soon. Despite these two obstacles that could curtail inbound tourism, the state’s tourism authorities are undeterred in their efforts to create a new image – they want WA to be seen as the ideal venue for world-class events and shows.

In fact, this new direction could help ease the crunch as the events will be spread throughout Western Australia, encouraging visitors to go beyond Perth, said Gwyn Dolphin, executive director of eventscorp.

The company, which has been incorporated into Tourism Western Australia, is tasked with identifying, developing and hosting world-class events that promote and deliver economic, media and social benefit to the state.

Dolphin believes the events lined up for the next two years will add a new vibrancy to the state.

Pictured left: eventscorp’s Gwyn Dolphin and Tourism Western Australia’s Stephanie Buckland

He cited the inaugural Margaret River Gourmet Escape, from November 22-25, as an example. Describing it as “the most spectacular event on wine and food” and a unique culinary getaway, it features 25 leading international and local chefs. On hand to wow diners are wine and food star, Heston Blumenthal; Denmark’s Rene Redzepi, one of the world’s best chefs; and local star Matt Stone, Australia’s “Young Chef of the Year”.

There is also a Gourmet Village to showcase the region’s famous vineyard, quality produce and local dishes, while a number of events will be held throughout the Margaret River Wine region (pictured above). “We hope to grow this into the biggest event in the region,” added Dolphin.

Other events planned are the Perth International golf tournament (October 18-12), the unique Chevron City to Surf for Activ, Western Australia’s largest community sporting event, and the famous Perth Fashion Festival. (See full list of events).

Perth is also hosting the famous “Picasso to Warhol: Fourteen Modern Masters” exhibition in the Art Gallery of Western Australia at the Perth Cultural Centre. The show features 100 modern art masterpieces by 14 of the most iconic artists of the 20th century, from Picasso to Warhol and Henri Matisse. It is on till December. (pictured right).

On how the state planned to address the room shortage, Stephanie Buckland, Tourism Western Australia CEO, said hotels are usually full only during weekdays, with weekend visitations low.

“The events are planned around the weekends and spread throughout the region, so easing the room situation especially in Perth.”

Late last year Western Australia became the only state in the country to offer hotel development incentives through the provision of Crown land at reduced market rates, grants for infrastructure development and flexible floor space bonuses.

Additionally, old government buildings are being released for redevelopment as hotels. One such building is the Fire Emergency Services Authority House in downtown Perth.

Three new hotels are slated to open over the next six months – the 236-room gold star Fraser Suites Residence in East Perth, the first new five star accommodation offering in the city for five years; The Terrace Hotel, a 12-suite hotel in St George’s Terrrace opening this month; the 56-room Quincy Boutique Hotel on Adelaide Terrace scheduled for a November opening. On the drawing board is an Aman hotel with 40 rooms.

Buckland hopes the injection of new rooms will help resolve the issue of high room rates. “We’re aware the room rates are an issue. We’re adopting a strategic approach and working with hotels and other partners so as not to frighten people away.”

Two ongoing developments will also help position Western Australia on the global stage, and provide greater opporunity to attract major events and conferences.

One is the A$440 million Perth Waterfront project, which will connect the Swan River to the city’s central business district (CBD). Ten hectares of prime riverfront land are being developed into a vibrant precinct designed to host 15,000-20,000 people during major events, with more than four million people expected to visit each year.

The other is the Perth City Link, which will reunite Perth’s city centre with the Northbridge entertainment die]strict for the first time in over 100 years.

Pictured left: Perth city across the Swan River

To make the rest of the state more accessible, the Busselton airport in the southern wine region is being redeveloped to receive jets and direct flights from the east coast, and from international destinations in the near future.

“In the north we’re working with the oil and gas industries to open up Broome, the northern gateway to the Kimberley. The airport is capable of receiving international services and we’re planning to link Broome to Singapore,” added Buckland,

She is confident that with financial incentives from the government in the form of cooperative marketing funds and airport concessions, and with the state working closely with the private sector, Western Australia could shed its image of just a leisure destination to one where visitors can “experience the extraordinary”.