Core markets


Tourism Western Australia's marketing efforts are concentrated in our core markets: Domestic; Central Europe; China; 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.

Burrup Peninsula

Central Europe

Western Australia's focus in Central Europe includes Germany and Switzerland. The West Australian market share of German speaking visitors to Australia is strong.

Boranup Forest


China is a very important tourism market to Western Australia. In 2011, Chinese visitation to WA grew by 57 per cent, with the State attracting around 19,000 tourists.

sandboarding at Lancelin


Japan is Western Australia's 11th largest source of visitors. It is a strong holiday/leisure market with 50 per cent visiting WA for this purpose.

4WD, Boranup Beach


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.

Horizontal waterfall

New Zealand

New Zealand is currently Western Australia's second largest source 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.

Hancock Gorge, Karijini National Park

United Kingdom

The UK is Western Australia’s largest source of international visitors, supplying one quarter of all international visitors to the State.

United States of America

The United States of America is Western Australia’s fifth largest international market.

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