The chance to explore the stunning South-West region on a roadtrip is just one of the Western Australian experiences being promoted to potential visitors from Germany and Switzerland.
The co-operative marketing campaign is a partnership between the State Government, through Tourism Western Australia, and German tour operator FTI Touristik and aims to increase awareness of Western Australia and attract holiday visitors.
The FTI Group is one of the largest tour operators in Europe, with about 400 shopfronts and 1,300 agencies.
Campaign activity will be promoted through FTI Touristik platforms such as shopfronts, training videos and in-store digital signage and will run until June 2020.
Digital, radio and cinema advertising will also form part of the promotional efforts, targeted at visitors including the 35 to 60-year age group, experienced holiday-makers and independent travellers.
The campaign builds on the momentum of the State being featured as FTI Touristik’s Highlight of the Year destination last year, with WA the featured destination across channels including catalogues, cinema ads, info screens, roadshows and agent training workshops.
In the year ending June 2019, 32,200 leisure visitors from Germany spent $71 million while 12,000 leisure visitors from Switzerland spent $32 million.
As stated by Tourism Minister Paul Papalia:
“Nature and wildlife is the number one attraction German visitors look for when choosing a holiday destination and we have plenty to offer with our crystal clear beaches, expansive tree-lined views and unique native animals.
“Germany and Switzerland are important markets, and these visitors can expect an authentic Australian holiday experience like no other when travelling to Western Australia.
“Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop businesses.”