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New Tourism WA campaign set to entice German and Swiss travellers for outdoor adventure

New Tourism WA campaign set to entice German and Swiss travellers for outdoor adventure
December 23, 2019

A new Tourism WA campaign with European travel agency, Boomerang Reisen aims to encourage German and Swiss travellers to experience WA camping, self-drive tours, outdoor activities, the beach, Indigenous tours, adventure, and wildlife. The deal forms part of $12 million international marketing boost

In the year ending March 2019, Germany was WA’s sixth largest market for leisure visitor spend; 43,700 leisure visitors from Germany and Switzerland spent $98 million.

As part of the campaign, television ads featuring WA will run throughout the broadcast of popular German TV show, Goldrush in Australia, which features two men searching for gold in the Australian outback.

Other campaign activities include travel trade shows, electronic newsletters and social media campaigns, with all activities driving traffic to Boomerang’s website Australien.com. The website will feature special travel offers, as well as WA content.

The campaign aims to raise awareness of the easy access to Perth with key airline partner Singapore Airlines, and position WA as a year-round holiday destination.

WA Tourism Minister Paul Papalia advised “campaigns such as this one help position WA as Australia’s western gateway to visitors from our key international markets.

“In recent years we’ve been focusing on changing people’s perceptions of Perth – encouraging visitors to discover our vibrant capital city and explore our diverse regions.

“We know that German and Swiss travellers love a good outdoor adventure, so this partnership with Boomerang Reisen will focus on promoting all the exciting, unique destinations and experiences our wonderful State has to offer.”

Related Articles

29th November 2019 - Queensland Government targets Europe with new tourism marketing blitz

25th July 2019 - George Calombaris dropped from Tourism WA marketing role

24th December 2018 - Tourism WA hosts Indian inbound tour operator in aim to attract more international visitors

10th November 2018 - Inquest told German tourists may have been dead at Trephina Gorge before alarm was raised

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

1st September 2018 - Tourism WA backs Asia-Pacific’s biggest mountain bike event

23rd August 2018 - New appointee to lead Tourism WA and Western Australia’s jobs agenda

2nd July 2018 - Tourism WA looks to promote visitation to Broome and Perth Hills

9th August 2017 - Australia’s great outdoors needs to be more accessible for nature-based tourism

28th June 2017 - New commissioners and chair appointed at Tourism WA

9th June 2017 - Former Fremantle Dockers star Matthew Pavlich fronts new Tourism WA AFL campaign

6th September 2013 - New executive director announced for Tourism WA

5th June 2012 - Tourism WA terminates sponsorship contract with Ultramarathon organiser


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