Million-dollar campaign encourages Western Australians to travel local

A million-dollar advertising campaign to get Western Australians to holiday at home will bolster the local tourism industry.

Tourism Minister Sheila McHale said Western Australians spent more than $2.2billion visiting local tourism areas last year, an increase of more than 11 per cent over 2006, and above the national average.

“Western Australians know that world-class holidays aren’t a world away - they’re right here in our backyard,” Ms McHale said.

“This campaign will encourage more Western Australians to explore our amazing State.”

The Minister said tourism figures showed that intrastate spending had outperformed the national average in the past three years, indicating that our local tourism industry was in a healthy position.

Western Australians spent more than 20 million nights away travelling the State, with the top drawcards being Perth followed by the South-West, Golden Outback, Coral Coast, and the North-West,” she said.

Despite a growth in revenue, Ms McHale said intrastate visitor numbers had slowed recently, mirroring a national trend.

“With the stronger Australian dollar luring Australians overseas, it’s critical that we continue to promote the advantages of travelling at home,” she said.

The May-to-June campaign will feature print and online promotions, and a metropolitan and regional television commercial campaign which will reach more than 1.45 million people.

Each television commercial will direct consumers to regional winter campaigns, which include special offers and promotions.   Visit http://www.westernaustralia.com/breaks.

“Western Australians are the biggest supporters of our tourism industry and outspend both interstate and international visitors,” the Minister said.

“It is important that Western Australians continue to support our tourism industry, which is a vital part of our economy and keeps our regional areas thriving.

“With more Western Australians heading interstate or overseas for their holidays, it is critical that we promote local travel experiences and offers.”