Activities to promote Western Australia globally as a tourist destination

Western Australia's popularity in international tourism markets was on the rise and would deliver economic and social benefits for generations to come, according to Australian Tourist Commission Managing Director John Morse.

Speaking at the ATC's premier trade show for the Asian, Japanese and Middle East markets, in Perth, Mr Morse said WA could boast all of the experiences which made Australia the world's dream holiday destination.

"From world class wineries, to wilderness areas of incomparable beauty, to endless beaches, outback towns and major cities, WA has it all," he said.

"Much of Australia's appeal to international travellers lies in its people, its authenticity and its complete uniqueness. Western Australia offers all these experiences in one State.

"The Australian Tourist Commission, in close partnership with the WA Tourism Commission is working hard right around the world to promote Western Australia and we're confident these efforts will be repaid handsomely in the new century."

Recent and current ATC and WATC activities to promote Western Australia include:

Asia:

• Advertising campaigns in Singapore, Malaysia, Taiwan and Thailand
• Bringing around 30 Asian media to WA in 1999-2000 to produce print and broadcast publicity
  Inclusion of WA in major consumer promotion in Singapore
• WA involvement in major training programmes for Asian retail travel agents
• Inclusion of WA material in ATC travel planners and web sites

The Americas:

• Significant involvement of WA in trade promotions to the adventure travel and natural history segments in North America - particular emphasis on the Kimberley region
• Bringing more than 10 media (numbers yet to be confirmed) to WA to produce print and broadcast publicity
• Inclusion of WA material in ATC travel planners and web sites
• WA inclusion in film and printed promotional material used in conjunction with Bank of America's US$15 million year-long Down Under Tour roadshow in the USA

UK and Europe:

• Partnered WATC on Elle campaign in UK
• Major push to bring media to WA including reporters from the UK, Germany, Switzerland, Italy, France, the Nordic countries, The Netherlands and South Africa
• Emphasis on promoting WA in Europe through Olympic Torch relay route - ATC working closely with European Broadcasting Union to maximise these opportunities
• WA Participation in major travel trade show across Europe and UK

Japan:

• Inclusion in Travel Planners and web sites
• Extensive Visiting Journalist Programme involvement

New Zealand:

• Inclusion in Travel Planners and web sites
• Inclusion in MICE promotional initiatives

Meeting Incentives, Conventions and Exhibitions Travel:

• WA an active partner in ATC and Team Australia's New Century. New World 2001 campaign to promote MICE travel to Australia in 2001
• Major events already won through this campaign include the inaugural International Wine Tourism Conference to be held at Margaret River in WA and the Australian and New Zealand Sports Law Association Conference to be held in Perth.

Source: TT Media

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