The international awareness of Western Australia's wildflower season will be lifted under a strategy being prepared by the Western Australian Tourism Commission.
Tourism Minister Pam Beggs today said the move followed the release of a report on Japanese visitors and the Australian environment prepared by the Bureau of Tourism Research.
"The study shows that about 30 per cent of respondents in a survey listed wildflower viewing as one of the top three things they would like to do in Australia," Mrs Beggs said.
"But it showed more Japanese visitors associated Queensland with wildflowers than they did Western Australia.
"WA's best score relative to other States was for visiting the outback. Obviously, by combining the two facets, we have a significant tourism opportunity.
"Asked which state they most associated with wildflowers, 26 per cent of Japanese respondents said Queensland because of its reputation for tropical flowers.
"The WA Tourism Commission's strategy will ensure that our wildflower receives the attention it deserves in the Japanese market."
Mrs Beggs was speaking at the launch of Wildflowers by Design, an exhibition of 10 of the State's best artists, designers and performers who have created flower arrangements using the best fresh WA wildflowers.
Mrs Beggs said WA had the greatest spring blooming of wildflowers in the world and with the growing interest in eco-tourism, the State could become a leader in this market.
The wildflower exhibition, at Myer's Gallery in Forrest Chase, has been staged by the Commission to mark the start of the wildflower season and to show Western Australians that the State has not only the best wildflowers, but also some of the finest artists and designers.
Participants in the exhibition include artists Robert Juniper, Leon Pericles, Phillipa Nikulinsky, Margaret Pieroni, photographer Richard Woldendorp, cartoonist Dean Alston, florist Colleen Miles-Cadman, 42nd Street dancers Todd McKenny and Miranda-Jo Bradford and the WA Symphony Orchestra's Peter Garnick.
Travel information is available so visitors to the gallery can choose a WA Wildflower Discovery holiday.
Wildflowers by Design will run from 2.30 pm today to next Saturday in normal shopping hours.