Western Australia invests to attract British tourists
The Western Australian tourism board has launched a AUS$1.6 million (~£0.6 million) to lure even more Britons to its sunny shores.
Tourism Western Australia is building on its 2006 Real Thing campaign that proved popular with holidaymakers in the UK, attracted by exotic images of beaches, vineyards and outback.
The previous campaign cemented the UK as Western Australia's biggest tourist market and Richard Muirhead of Tourism Western Australia is confident that adventurous Britons will continue to make the journey.
He said: "The campaign will be aimed at big-spending, adventurous British travellers who are keen to come out and really experience the diverse and stunning locations that Western Australia has to offer. More than a quarter of UK visitors to Australia come to Western Australia"
In the year up to September 2006, UK visitors to Western Australia increased 2.4% to 160,000, stayed an average of 23 nights and contributed AUS$260 million (~£104 million).
As well promoting the region's "key iconic experiences", the campaign will also launch cooperative campaigns with specialist Australian-UK travel agents offering reduced prices.
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