Perth’s natural beauty, affordability and range of new experiences are being showcased to the Malaysian market as part of a campaign to attract people to holiday in Western Australia.
The co-operative marketing campaign is a partnership between the State Government, through Tourism WA, and Malindo Air.
Running until June 2020, the staged campaign includes a selection of flight and hotel packages and is aimed at young families, couples and single people. Malindo Air offers full service flights twice daily to Perth and the campaign will promote an affordable airfare to entice Malaysian visitors to book a holiday to Perth.
Advertising will include digital, radio, print and editorial advertising as well as a dedicated Malindo Air microsite.
The deal forms part of the $12 million international marketing boost announced by Premier Mark McGowan and Tourism Minister Paul Papalia in March to grow the number of people visiting WA from overseas.
According to the latest International Visitor Survey results for the year ending March 2019, Malaysia ranked second highest in terms of visitor numbers, with 100,200 visitors and was fourth highest in terms of visitor spend, with visitors spending $196 million.
As stated by Tourism Minister Paul Papalia:
“This campaign presents a great opportunity to continue to strengthen our State’s appeal as a desirable holiday destination to this important international market.
“Visitors can expect a truly memorable visit, with our stunning coastline, vibrant Perth nightlife, host of dining and entertainment options and varied regional areas all just a short flight from Malaysia.
“Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop business opportunities.
“Increasing the number of people travelling here from overseas will help achieve those objectives, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.
“It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity.”
