A unique opportunity for visitors to create their own adventure and explore Western Australia by road will be the centrepiece of a new campaign to attract visitors from Switzerland.
‘Australia’s Wilde Side’ is a partnership between the State Government, through Tourism Western Australia, European travel wholesaler knecht reisen and Singapore Airlines.
Running until June 30, 2020 the co-operative marketing campaign builds on the success of the broader ‘Australia’s Wilde Side’ campaign, which featured three States including WA.
Campaign activity will include online and radio advertising, representation at Swiss holiday fairs, cinema ads, editorial in knecht reisen’s consumer magazine and training events for Swiss travel agents.
The campaign aims to position Perth as a must-see travel destination, encourage visitors to discover different regions within the State and boost bookings.
In 2019, Switzerland was the joint 12th largest market in terms of leisure visitor spend. Last year 12,000 leisure visitors from Switzerland spent $32 million.
As stated by Tourism Minister Paul Papalia:
“A holiday in our incredible State gives visitors the chance to enjoy an authentic Australian experience, such as exploring the real Aussie outback in the Goldfields, learning about Aboriginal culture, indulging in delicious South-West produce or getting back to nature in the stunning North-West.
“The campaign will show off the remarkable transformation Perth has undergone over the past few years, and include the stunning nature and wildlife of Rottnest Island where Swiss travellers can do their best to snap a quokka selfie to rival Roger Federer’s.
“Increasing the number of international visitors will help achieve those objectives, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.
“It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity.”