In Tourism

Western Australia Minister for Tourism Paul Papalia

Next Wave Of $12 Million Marketing Boost Targets Europe

Victor P Taffa

  • New marketing partnerships to target UK, German and Swiss travellers
  • Commitment to attract more visitors, support jobs and boost the economy

State Government, through Tourism Western Australia, has launched the second phase of its $12 million marketing push to attract more international holiday-makers to Western Australia.

“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.” Minister for Tourism Paul Papalia said.

“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.”

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

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 Western Australia’s regions.

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 Western Australia through television, radio, print, travel brochures and social media advertising.

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.

Abbreviations:

WA                 Western Australia

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