UK travellers targeted in two new marketing partnerships

  • Tourism WA enters partnerships with major UK travel distributors
  • Marketing to promote Western Australia to travellers from the UK
  • Initiative comes as London to Perth direct flights start landing next week
  • The McGowan Government has teamed up with two of the United Kingdom’s biggest tourism operators to Australia, Trailfinders and dnata, to promote Perth as the ideal destination for an adventurous Aussie holiday.

    The initiatives signify the State Government’s continued commitment to reconnecting with global markets and winning back international tourists to help grow and develop WA’s tourism businesses.

    The initiative comes on the eve of Qantas resuming its direct flights from London to Perth next week on May 23 and ahead of the blockbuster English Premier League matches at Optus Stadium in July.

    As part of the two new marketing partnerships over the next two years, WA will be promoted through Trailfinders’ and dnata’s websites, and extensive consumer and wholesaler databases, as well as through online advertising, retail networks, direct mail and advertisements in the UK’s major newspapers.

    UK tourists will be encouraged to fly to Perth and experience the city’s natural attractions, unique wildlife, sensational coastline and food and wine experiences.

    The marketing will also encourage travellers to head out of Perth on a road trip to discover WA’s unique regional destinations.

    World-class wines and the majestic karri forests are among the attractions being promoted in the South-West region’s self-drive packages, while packages north of Perth will promote experiences such as the picturesque gorges of Kalbarri National Park and swimming with whale sharks at Ningaloo Reef.

    The Trailfinders and dnata partnerships are supported through the McGowan Government’s $195 million Reconnect WA package, to attract international and interstate visitors back to WA.

    They will also work to help grow consumer demand for airline seats back into WA and re-establish key aviation routes with airline partners.

    The State Government, through Tourism WA, is also working with a number of additional UK partners to increase WA’s presence in tour operator programs and drive front line agents’ knowledge and passion to sell the destination.

    Prior to the onset of COVID-19, the UK was WA’s top visitor market, with 141,600 people travelling to WA and spending $249 million.

    As stated by Tourism Minister Roger Cook:

    “Our amazing State has so many incredible visitor experiences waiting to be discovered and this campaign will help show visitors from the United Kingdom why WA should be at the top of their list for an overseas adventure.

    “With the return of Qantas’ direct flight between Perth and London being brought forward to May, these partnerships are well-timed to capitalise on the relaunch of the route and generate new interest and consideration for WA.

    “Increasing the number of visitors from overseas is one of this Government’s main priorities, which is why we committed $195 million through the Reconnect WA package.

    “Through investing in marketing partnerships like these, we’re letting the rest of the world know that WA is safe, full of adventures waiting to be discovered, and well and truly back open for business.”

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