Next wave of $12 million marketing boost targets Europe

  • New marketing partnerships to target UK, German and Swiss travellers
  • Commitment to attract more visitors, support jobs and boost the economy  
  • The State Government, through Tourism Western Australia, has launched the second phase of its $12 million marketing push to attract more international holiday-makers to WA.

    Six new marketing partnership agreements between leading travel industry operators and Tourism WA will promote the State in the United Kingdom, Germany and Switzerland.

    The European marketing push will promote Perth as the perfect starting point for an Australian adventure and encourage travellers to go on a road trip to discover WA’s regions. 

    The picturesque Pink Lake, the Pinnacles, Margaret River’s wine region and the striking rock formation of Nature’s Window in Kalbarri will be used to promote WA through television, radio, print, travel brochures and social media advertising.

    The chance to get up close with quokkas at Rottnest Island, Ningaloo’s majestic whale sharks and kangaroos at Lucky Bay in Esperance will also be promoted as unique holiday experiences.

    These marketing partnerships have been made possible thanks to a $12 million boost for international tourism marketing announced by the McGowan Government in March this year.

    Additional investment in international marketing has generated 26,000 visitors, the majority from Singapore and Malaysia, equivalent to an estimated $55 million in visitor spend.

    For vision and brochure information, visit https://ftp.tourism.wa.gov.au/files/3/h4vgxreauji3/

    As stated by Tourism Minister Paul Papalia:

    “We’ve partnered with some of the powerhouse players of Europe’s travel industry to showcase the best of our State, and the memorable and unique holiday experiences on offer.

    “We’re really pleased to launch the next phase of our marketing to bring more visitors here from overseas, knowing that our initial efforts in key South East Asian markets have paid off.

    “Last financial year visitors from the United Kingdom, Germany and Switzerland spent $359 million in Western Australia, so we know these visitors have a sense of adventure and are willing to take a longer holiday to really explore our State.

    “Increasing the number of international visitors will help us grow tourism in WA, boost the economy and create local jobs, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.”

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