Tourism represents a major opportunity for Western Australia in terms of revenue and jobs. The State Tourism Strategy 2020 was intended to realise that opportunity by growing visitor numbers and doubling tourism spend to $12 billion a year. Much has been done and growth has been achieved. However, delivery on the strategy has not been consistent enough to stay on track to hit the overall target, with forecasts of an $800 million shortfall. There is still time for Tourism WA to achieve its goal, although it will be challenging. My recommendations are intended to help Tourism WA meet that challenge and be well positioned, in a highly competitive market, to implement the next strategy, and realise the amazing potential in WA.