City Launches Destination City Plan at Business Forum


The City of Joondalup has launched a Destination City Plan – Destination Joondalup – at its third and final Business Forum for 2020, held at Joondalup Resort on 5 November.

Destination Joondalup seeks to empower Joondalup’s visitor economy, elevate Joondalup’s profile as a destination of choice and enhance visitor experiences to attract more leisure, education and commercial visitors to Joondalup.

Destination Joondalup was launched by Joondalup Mayor Albert Jacob, while an overview of the plan was narrated by Jason McFarlane, Founder and Managing Director of Far Lane consulting, who was commissioned by the City to lead its development.

Mr McFarlane outlined the aim of the plan, which was to guide investment attraction, place positioning and destination marketing.

“In achieving this, visitors to Joondalup will choose to stay longer, increase their average spend, choose to return, and choose to invest in the region,” he said.

Joondalup Mayor Albert Jacob told the audience of almost 200 attendees that although COVID-19 changed the way business operated, we are lucky in WA to currently be in a safe and COVID-free environment.

“However, the pandemic continues to affect our globally dependent economies. Compared to Western Australia as a whole, our City is more reliant on visitor related industries as a proposal to the local economy,” Mayor Jacob said.

“In the midst of the pandemic, Destination Joondalup has been a glimmer of hope for our local businesses to create a thriving, resilient visitor economy into the future.”

Destination Joondalup was developed in broad consultation with the local community, business owners and tourist visitors, with more than 700 responses received, one-on-one consultation with 27 key stakeholders and workshops held with 50 participants.

“This plan sets the foundations for the next phase of the City’s growth. It advocates and champions the establishment of world-class experiences and products at our retail spaces, our education sites and our health precincts, along with our unique leisure and food offerings in collaboration with the other tiers of government, private sector and strategic organisations,” Mayor Jacob said.

WA Minister for Tourism and Small Business, Hon. Paul Papalia CSC MLA addressed the forum and took part in a panel discussion alongside Dr Amanda Ling, Joondalup Health Campus Interim CEO, Professor Simon Ridings, ECU Vice Chancellor International, and Evan Hall, CEO Tourism Council of WA.

The Minister said WA had achieved the “equal or if not the best response to the COVID threat anywhere on the planet” and commended West Australians on their willingness to “sacrifice self-interest on behalf of their fellow citizens”.

Mr Papalia also praised the contribution of the small business community in dealing with the COVID crisis and welcomed the Destination City Plan.

Dr Ling said she believed the WA health system was well equipped to manage even a significant outbreak.

“What we need to be saying to our communities is you need to get on with your life, we can manage, but please do your part,” Dr Ling said.

“In the areas where we get outbreaks … I think we need to be calm about it. We can respond really appropriately in this state.”

Professor Ridings said the aim of Destination Joondalup was to build the profile of Joondalup as a destination for talent, future workforce, innovators and entrepreneurs, and aligns with Study Perth’s mandate to attract global talent to WA.

“When talking to international students one of the things that I sometimes reflect upon is that we sometimes still point out that Joondalup is an easy commute when we should say that Joondalup is a wonderful place to live if you’re a young person,” Professor Ridings said.

Mr Hall spoke of the critical need for visitor servicing, and said he believed the long term success of any region depends on the offering of the area’s tourism businesses.

“We have some great attractions (in WA) that are quite dispersed, but there is no point of arrival or natural stop between Perth and Cervantes,” Mr Hall said.

“One of the things you should be looking at in Joondalup is a Visitor Servicing Centre, which gives you a point of arrival, and the second part is to upsell the destination. Recent analysis found that the average person who turned up to a visitor centre spent $104.00 more in the destination than those that didn’t because they had that upsell experience.”

Senator the Hon. Michaelia Cash, Minister for Employment, Skills, Small and Family Business, and Mr Ian Goodnough MP, Member for Moore, delivered a message on Federal Government initiatives, including $25 million direct COVID-19 support and $74 billion to support economic recovery through the job maker plan.

The Business Forum was supported by Tourism Western Australia through Business Events Perth, an initiative helping WA businesses to meet, connect and collaborate.

A copy of Destination Joondalup can be found online.

The Hon. Mayor Albert Jacob JP Welcome Speech

The Hon. Minister Paul Papalia MLA Address

Full Panel Discussion

Highlights Video