Once known as remote, mining-focused economy, with a reputation for being expensive and difficult to access, Western Australia – and Perth in particular – have undergone a renaissance.
What was once seen primarily as a resource hub has been actively repositioned as a dynamic, accessible and diverse destination for travellers from around the world.
“The perception has changed,” Tourism Western Australia Managing Director Anneke Brown told LATTE in a recent conversation.
“Yes, mining is an incredible contributor to our economy notwithstanding, but the economy has diversified completely, and tourism is a significant contributor to the West Australian economy.”
That shift in perception is something tourism officials are keen to amplify. “We were really excited to be positioning Western Australia as a vibrant city centre and then dispersal out into these really diverse experiences in the regions that have both natural asset beauty, culinary adventure and outdoor connection to country,” Brown explained.
Subscribe to LATTE’s free eNewsletter to keep up to date with everything in the luxury travel industry.
One of the critical enablers of this transformation has been improved accessibility. “The old perception of being quite far away and difficult to get to… this is totally changing,” she said. “We are so accessible now from an international market perspective… We’ve worked really hard to get those flights back.”
With the state “closer to Southeast Asia than the east coast of Australia”, new routes such as the Singapore to Broome seasonal service have been instrumental in shifting this narrative.
Emerging markets are also top of mind, particularly India. With a large Indian diaspora in WA and increasing interest from Indian travellers, the potential is significant.
“Yes, we are looking at India,” Brown confirmed. “Everyone’s identified India as the largest growth market. We’ve been discussing direct flights for a while. We’re the closest Australian spot. There’s a really important high-value traveller market out of India.”
Domestically, trade partnerships remain a key pillar, with WA’s evolving tourism product being showcased through roadshows and direct engagement. “Our trade partnerships are critical. They always will be,” Brown stressed. “The messaging is contemporary and updated and current.”
Meanwhile, she highlighted one of the most important areas of growth as the luxury sector. “I can confidently say we have a spectacular offering for our luxury travellers,” she said. From private jet charters to the Margaret River region to boutique and “off-grid luxury” accommodations, the state is broadening its appeal.
A number of new developments are expected to further boost this luxury appeal, such as a new boutique hotel in Margaret River, and another five star property in Perth city centre, with further investment expected in the regions.
“We repositioned our narrative about Western Australia,” she said. “It’s an elevated offering – whether that be service, product or experience.”
Main image: Roebuck Bay, Broome, Western Australia | Source: WTTC