WA self-drive holidays promoted in Germany and Switzerland

  • New campaign to promote WA self-drive holidays to German and Swiss visitors
  • Partnership between Tourism WA and Best of Travel Group Germany
  • Deal part of $12 million international marketing boost 
  • German and Swiss travellers are being encouraged to discover Western Australia’s diverse regions and Aboriginal tourism experiences with the launch of a new campaign between Tourism WA and Best of Travel Group (BOTG) Germany.

    The campaign will promote Western Australian road trips to independent travellers in Germany and Switzerland, and encourage bookings through a range of special offers.

    BOTG will print a Tourism WA Road Trip brochure, translated in German, with destination content that will be distributed in magazines and newspapers across Germany and Switzerland. It will also feature WA content on its website, social media platforms and electronic newsletters.

    Campaign content will feature experiences that appeal to adventurous German and Swiss travellers including camping, self-drive tours, outdoor activities, the beaches, Indigenous tours, adventure, and wildlife.

    The campaign will highlight the easy access to Perth with key airline partner Singapore Airlines, and encourage dispersal to WA’s regions on a self-drive holiday. The booking period ends on June 30, 2020.

    In 2018-19, Germany was WA’s sixth largest market in terms of leisure visitor spend while Switzerland was the joint 12th largest market. During this time, 32,200 leisure visitors from Germany spent $71 million and 12,000 leisure visitors from Switzerland spent $32 million.

    As stated by Tourism Minister Paul Papalia:

    “We know German and Swiss travellers love outdoor adventures, the ocean and wildlife, so this partnership with Best of Travel Group will focus on promoting self-drive holidays around our beautiful State.

    “This campaign focuses on the authentic regional experiences WA has on offer, including our fascinating Aboriginal tourism products, the Goldfields and Esperance areas, as well as promoting Perth as a vibrant, affordable city.”

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