Breathtaking landscapes and unforgettable adventures, showcased through landmark tourism events and innovative campaigns, have propelled Western Australia (WA) into the global tourism spotlight, solidifying its position as a premier travel destination. Anneke Brown, Acting Managing Director, Tourism Western Australia, shares the pivotal tourism milestones that have fuelled this growth and unveils the exciting line-up of events for 2025.
As one of the world’s most captivating frontiers, it offers boundless adventures and immersive experiences that leave everlasting impressions. By leveraging its unmatched appeal, WA has successfully hosted world-class tourism events highlighting its natural wonders, cultural richness, and commitment to inclusivity and sustainability. Guided by a forward-thinking policy of curating impactful events, it is en route to positioning itself as a key player shaping global tourism.
Spotlight on WTTC 2024
Sharing insights into the meticulous groundwork behind the World Travel and Tourism Council (WTTC) Global Summit 2024, Anneke said, “Preparations began months in advance to leverage the massive international stage the Summit offered, which included discussions with global decision-makers on inbound trade and product investment in WA; new inbound aviation routes to Perth/Boorloo as Australia’s Western Gateway; and opportunities for high-value tourism accommodation and infrastructure development across the state. These Summit priorities align with Tourism WA’s 10-year Western Australia Visitor Economy Strategy 2033, which is focused on achieving $25 billion in annual visitor spend by 2033 through supporting investment in innovative tourism experiences, enhancing infrastructure, and fostering sustainability, ensuring we meet the needs of both visitors and our local communities.” To further enhance the experience, several familiarisation trips were organised across the state, showcasing its diverse and unique offerings that highlight its tourism potential.

Anneke highlighted its broader implications, “WTTC provided an unprecedented platform to demonstrate our economic ambition and showcase tourism investment opportunities. The benefit of being a destination host came not only from immediate economic benefits through delegate spending, job creation and media coverage but also through long-term advantages that come from positioning WA on the global stage, attracting investment, and stimulating future tourism. Hosting WTTC saw over 750 in-person attendees, including over 10 global government leaders, nearly 80 senior government decision-makers from 18 countries, and representatives from nine airlines, with more than 80 journalists covering the event from 24 countries.”
Perth says ‘G’Day Australia’
The G’Day Australia campaign in Perth served as another powerful platform to showcase WA’s unique tourism landscape to a global audience. Anneke explained, “The recent G’Day Australia event in Perth provided an opportunity to celebrate the state’s rich tourism offerings. The event brought around 300 ‘Aussie Specialist’ travel agents from across the world, giving them a chance to experience the state first-hand. Agents visited destinations like Perth, Broome, and Margaret River, gaining a stronger ability to sell Australia to prospective travellers.”
Reflecting on its success, she remarked, “G’Day Australia has also delivered a significant impact through the ‘Aussie specialists’ agents, who are estimated to sell an additional $30 million in holidays to Australia over the next 12 months. Enhanced global visibility is expected to increase visitor numbers and build WA’s reputation as a premier destination, further contributing to its economic growth.”
Upcoming Events
Sharing the plan of action, Anneke revealed, “To build on this success, WA is gearing up to host Routes Asia 2025, a prestigious aviation trade event expected to generate over $6 million in delegate expenditure. While the ongoing marketing in key international markets leverages the momentum from the WTTC Summit and ‘G’Day Australia. In 2025, WA is hosting an exciting line-up of major sporting events, including the Bledisloe Cup, State of Origin, British and Irish Lions Tour, and The Ashes. These globally renowned events provide an incredible opportunity for visitors to experience the thrill of world-class sports against the backdrop of WA’s breathtaking landscapes and vibrant culture.”
Targeted Focus on Indian Market
India is a priority market, with 35,000 visitors arriving in WA and spending $118 million in the year ending June 2024. Research shows that around 44 per cent of visitors from India come to visit friends and relatives, leading to extended stays. They also seek natural beauty, wildlife, safety, and value for money in a holiday — all of which WA offers.
Anneke explained, “We work closely with leading Indian influencers to promote the state. The March 2024 campaign with Burda Media and Bollywood celebrity Rashmika Mandanna in Perth for the Lifestyle Asia and Travel + Leisure India and South Asia magazines garnered over 15 million reach on each publication. A key part of our strategy includes targeted marketing, such as our recent ‘Drive the Dream’ campaign featuring cricket legend Adam Gilchrist. It coincided with the recent record-breaking Border-Gavaskar Trophy (or ‘West Test’) at Optus Stadium and highlights the appeal of road trips from Perth, tapping into the nation’s passion for cricket and using paid media to reach high-value travellers.”
Emphasising the significance of building connections, she stated, “We work closely with our travel trade partners, conducting joint marketing campaigns and providing regular training to boost their product knowledge. Given the enormous growth opportunities in the market, we remain dedicated to delivering direct aviation access between India and WA and to enhancing our overall connectivity. While a direct service is still in development, we are collaborating with airlines like Batik Air Malaysia, Jetstar, Malaysia Airlines, Singapore Airlines, and Scoot on marketing campaigns to boost bookings via one-stop services through Kuala Lumpur and Singapore.”
Top Travel Picks
Sharing top recommendations, Anneke mentioned, “The Matagarup zip + Climb in Perth is no ordinary walk up a bridge – this is a true climb with 31.4 steps on a 45-degree angle and a shimmy, slide, and squeeze through tight spaces to reach the Sky View Deck overlooking the glittering Swan River and award-winning Optus Stadium. At the nearby Rottnest Island, take a beach tandem skydive from 15,000 feet, enjoying unparalleled views of its pristine bays, meet our friendly quokkas, and here, dolphin sightings are virtually guaranteed. Travelling north of Perth, visitors can experience the desert in the Pinnacles and stargaze at night, or head inland into the east to experience the Swan Valley just 30 minutes from Perth and savour the food and wine region.”


Future Prospects
As the state charts an ambitious path for its tourism sector, Anneke pointed out, “The future of WA tourism is bright as we continue to establish the state as a premier destination for unique, transformative experiences. Guided by our Western Australian Visitor Economy Strategy 2033 (WAVES), we are focused on achieving $25 billion in annual visitor spend by 2033, supported by investments in innovative tourism experiences, enhancing infrastructure, and fostering sustainability, ensuring we meet the needs of both visitors and our local communities.”
Spotlighting India as a priority market, Anneke summarised, “India is one of the key international markets driving this growth, with a rising demand for experiential and sustainable travel that aligns perfectly with WA’s offerings. Tourism Research Australia forecasts Indian visitors will grow at an average annual rate of 10 per cent from 2023 to 2028. WA is ready to meet this demand with improved connectivity, expanded offerings, and targeted campaigns. By tapping into these opportunities, we can strengthen our global tourism reputation and deliver long-term economic and cultural benefits.”