WA targets high-end tourists as mining boom fizzles

WA targets high-end tourists as mining boom fizzles
By Kate Webster


In response to the end of the mining construction boom, the Western Australian Government can strategically position the State’s visitor economy to capture more high-yield international visitors, says the Tourism & Transport Forum Australia’s (TTF) Budget submission.

As part of its submission, TTF is calling for the WA Government to reverse the cut in funding for Tourism Western Australia and instead provide additional funding to attract more high-yield international visitors.

According to the latest International Visitor Survey by Tourism Research Australia, Western Australia saw a four percent decline in international visitor expenditure in 2015 at the same time that Victoria (30 percent), NSW (19 percent) and Queensland (19 percent) recorded dramatic growth.

“Western Australia has a tough challenge compared to the other Australian States – it is one of the most remote places on Earth in a country which is already a long-haul destination for travellers. WA needs to think strategically when investing in growing its visitor economy to ensure the best bang for its buck,” said Margy Osmond, TTF CEO.

The state wants to tap into the one million Chinese visitors coming to Australia spending a record $8.3 billion over the past 12 months with a reinvigorated and well-funded marketing strategy.

“With a number of major hotel chains planning or completing a significant number of four, five and even six star hotels in Perth, Western Australia is in a position to appeal to the luxury market in a way it never has before. This luxury product could also be used to position Perth as a gateway to some of the major regional high-yield visitor destinations such as Broome, Ningaloo and Margaret River,” Osmond added.

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