40under40 Winner - David Etherton

David Etherton has been involved with Tourism Western Australia for nine years. 

As an executive director of industry development and visitor servicing, Mr Etherton has had a significant impact on this government authority.

Tourism Western Australia is a statutory authority, principally funded by government, that seeks to accelerate the sustainable development of tourism in WA for the economic, social and environmental benefit of the state’s people. 

As innovation team leader he conceptualised, formed and secured resources for a cross-divisional team that revolutionised the way tourism businesses in WA stored and distributed electronic details about their organisation. 

As leader of this team for its entire duration, Mr Etherton played a pivotal role in the design and implementation of the WA Tourism Network System.

In 2003 he chaired the cross-divisional team that took the new concept for state tourism (reducing from 11 tourism regions to five) from concept to initial implementation.

Graduating with a bachelor of economics from the University of Western Australia, Mr Etherton has always sought to utilise effective tools from elsewhere for the benefit of the tourism industry. An example of this is his formation of a Boston Matrix approach for the prioritisation of marketing, development and event activity for tourism in WA.

Constantly challenging the status quo, Mr Etherton uses strength of character, persistence and a willingness to listen in order to see things through to completion.