Tourism Western Australia's marketing efforts are concentrated in our core markets: Domestic; Central Europe; China and Hong Kong; Japan; Korea; Malaysia; Singapore; New Zealand; and United Kingdom.
Tourism WA markets to the Australian market, known as the Domestic market; it includes Western Australia (Intrastate) and the remainder of Australia (Interstate). The domestic market is the largest source market of visitors to Western Australia.
Central Europe includes Germany, Switzerland and the Netherlands.
The education segment makes up a large proportion of the China/Hong Kong market in Western Australia. Airline access is the most significant barrier to growth for WA in this market.
Japan is Australia’s third largest source market for international visitors and WA’s fourth largest. It is a very strong holiday/leisure market with 65% visiting WA for this purpose.
Korea is one of Australia’s fastest growing tourism markets. It is a strong holiday & leisure market, with around 47% of visitors to WA making the trip for this reason.
Malaysia tends to be a relatively volatile market. It has a high proportion of travellers who travel in family groups and almost half of this market list holiday and leisure among their reasons for visiting WA.
New Zealand is currently Western Australia's third largest source market of international visitors.
Australia is a significant destination for Singapore outbound travel. WA has a strong market share, attracting over 27 per cent of all Singapore visitors to Australia.
The UK is Western Australia’s largest source of international visitors, supplying one quarter of all international visitors to the State.
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