Tourism Western Australia showcases the state as a top choice for high-value travellers seeking unique experiences. The aim is to develop Western Australia as an in-demand leisure and corporate destination, catering to diverse global audiences. Carolyn Turnbull, Managing Director, Tourism Western Australia, outlines the goals and the roadmap for 2024.
– Prativa Vaidya Bhalla
From the biodiverse Margaret River region to the Yallingup Caves with stunning rock formations, from rolling vineyards to tiny gourmet restaurants serving fresh daily catches from the river flowing outside, the state is blessed with sheer proximity to nature and provides a wide spectrum of tourism products to elevate the visitor experience. In the well-protected Rottnest island, accessible only by ferry, with a strict ban on vehicles, the Quokkas are the sweetest creatures to befriend. Perth has bars that have little sandpits outside for the kids to play in while the grownups enjoy a drink. Modern, urban monoliths like Perth and Freemantle are thriving cities with a peaceful state of mind. The term, dream state, is the perfect synonym for Western Australia.
“Western Australia’s global tourism brand positions our state as an aspirational destination for high-value travellers, who like to immerse themselves in destinations and place a higher value on the unforgettable, once-in-a-lifetime experiences,” Carolyn stated.
Upsurge in Event Tourism
Western Australia’s event tourism market has seen a surge and is anticipated to reach USD 2.1 trillion by 2032. Successful events in 2023, like record-breaking UFC 284, set new revenue records, and the sold-out Coldplay shows attracted thousands of attending fans and earned millions. The launch of Vision for Dream Events in 2023 aims to position Perth and Western Australia as the fastest-growing event destination in Southeast Asia.
Major upcoming events in Western Australia, including WWE Elimination Chamber: Perth, HSBC Rugby SVNS, and the return of the Margaret River Pro as part of the World Surf League, are expected to bring in thousands of out-of-state visitors. The “always on, year-round” action-packed calendar of events offers a compelling time-specific reason for visitors to choose Western Australia as a destination in 2024.
“We look forward to hosting the prestigious World Travel & Tourism Council Global Summit in Perth next year, which will position Western Australia as a tourism leader among nations and will enable Tourism Western Australia to influence global tourism,” Carolyn surmised.
Successful Campaigns
Carolyn pointed out, “Last financial year, Western Australia recorded $16.8 billion in visitor spending – a record for the state and $3.3 billion higher than the pre-COVID figure. We have set an ambitious target of significantly growing the visitor economy by 2033.” The recent results show that Western Australia’s tourism brand is resonating with target audiences. Collaborative campaigns with partners have directly led to over 230,000 passenger bookings to Western Australia, fostering an estimated economic impact of $377 million.
The successful ‘Walking On A Dream’ campaign showcases Western Australia’s unique destination profile in a competitive global marketplace and highlights its deep connection with the land. Carolyn added, “We will continue to roll out ‘Walking On A Dream’ globally, following high-impact marketing activity launched in the US, the UK, Hong Kong, Tokyo, and several other key visitor markets over the last year.”
Tourism Western Australia recently launched its new global road trips marketing campaign, ‘Drive the Dream’, fronted by world-famous F1 superstar and proud West Australian, Daniel Ricciardo, which has already gained extensive social media following
Setting Course for 2024
The upcoming year will sustain this growth momentum, emphasising innovative campaigns in new markets and fostering deeper connections in existing ones. There will be a renewed focus on securing, hosting, and promoting major sporting, cultural, and business events.
Tourism Western Australia leverages aviation and sea routes to reach new markets, like the Qantas’ Paris – Perth non-stop flight enabled increased marketing in France. Tourism Western Australia strives to expand access by introducing direct flights from 18 international destinations to Perth and enhancing cruise ship itineraries for future growth.
State Tourism targets expanding aboriginal tourism offerings driven by high demand, as 84 per cent of visitors actively seek authentic aboriginal experiences.
Carolyn emphasised, “India has been one of Western Australia’s fastest-recovering markets with visitor numbers now back to 94 per cent of pre-COVID levels.” In the year ending June 2023, India was Western Australia’s sixth-largest international market. India continues to be a high-priority market, as engaging promotions like the successful ‘Walking on a Dream’ continue to unfold.
