AusLeisure

Interim results released for the 2018 AFL season at Perth’s Optus Stadium show that marketing strategies for the new venue have injected millions of dollars into the Western Australian economy.

Despite a decline in international visitor numbers and expenditure to Western Australia in 2017/18, about 66,000 interstate and intrastate visitors attended games regular AFL season and finals at the 60,000 capacity venue, delivering nearly $66 million in visitor expenditure.

Independent research has revealed the Western Australian Government's dedicated east coast tourism campaigns, combined with the AFL tourism strategy, attracted 31,059 interstate visitors who specifically travelled to WA for a match at Optus Stadium, and spent about $34 million. A further 34,665 visitors from regional WA spent more than $32 million.

Figures from research undertaken by Metrix Consulting show that of the 31,059 interstate visitors, 22,887 travelled during the regular season and 8,172 during the AFL finals. There was a similar story with intrastate overnight visitors, as 25,812 people from regional WA travelled to Perth for AFL games during the home and away season, and 8,853 for the finals.

As part of the Optus Stadium launch, Tourism Western Australia invested significant marketing resources to drive interstate visitation to AFL games and increase awareness of Perth and Western Australia as an AFL tourism destination, while encouraging visitors to also travel to the regions.

The multimillion dollar Hotel Perth campaign launched early this year targeted at east coast markets such as Melbourne and Sydney. This campaign, coupled with the introduction of a Tourism WA east coast advocate has led to a direct increase in visitors.

Western Australian Tourism Minister Paul Papalia acknowledged the impact the marketing campaign has had on attracting visitors to the State and congratulated Tourism WA for leading the project in partnership with Optus Stadium Management, Tourism Council WA, the tourism industry, AFL, West Coast Eagles and Fremantle Dockers.

Minister Papalia stated “the (Western Australian) Government's tourism strategies have leveraged off Perth's world-class Optus Stadium to ensure the local hospitality industry received a much needed boost.

"This resulted in interstate visitors staying a total of 137,803 nights, and intrastate visitors a total of 108,687 nights in Perth, thanks to AFL tourism.

"Their spending has provided a significant boost to WA's economy, with interstate visitors spending an average of $245 a day in WA and intrastate visitors an average of $295 a day.

"Maximising leisure visitation from AFL games at Optus Stadium and encouraging visitors to stay longer and spend more is a key component of the State Government's Two-Year Action Plan.

"The AFL campaign also complements other activity on the east coast including establishing trade marketing representation in Melbourne, Sydney and Brisbane; launching the Hotel Perth campaign and co-operative marketing with key partners, all of which have contributed to an increase in interstate visitors in 2017/18."

Related Articles

2nd November 2018 - Tourism Council WA calls for change in Western Australian tourism activity

6th September 2018 - Former world surfing chief executive named Tourism WA Managing Director

24th July 2018 - Further turmoil in management of Western Australian tourism

20th July 2018 - Latest tourism figures show challenges for Western Australia

13th June 2018 - Fans rate new Optus Stadium as best for AFL

23rd April 2018 - 2018 Aussies a huge success for Perth

13th April 2018 - AFL breaks Western Australian attendance record at new Optus Stadium

21st March 2018 - New plan to drive growth in Western Australian tourism

29th January 2018 - More than 53,000 fans attend first sporting event at Perth’s Optus Stadium

11th October 2017 - Australian Tourism Awards to be staged at new Perth Stadium in 2018

11th August 2014 - Tourism Council WA wants new Perth Stadium to attract away fans

6th July 2010 - Sport tourism takes centre stage

---

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.