The Western Australian intrastate market supplies approximately 70 per cent of all visitors to Western Australia and accounts for almost half of all visitor expenditure. Intrastate visitors have a high regional dispersal rate with 65 per cent of visitors originating from Perth. Western Australian's travel around their own state either for holiday/leisure purposes or to visit friends and relatives.
The interstate market accounts for almost one quarter of total visitor expenditure in Western Australia. Victoria is the biggest source market for interstate visitors to Western Australia followed by New South Wales. Approximately one third of interstate visitor's purpose of visit to Western Australia if for holiday/leisure.
Tourism WA focuses its marketing efforts in the domestic market on the shoulder periods to drive incremental business.
The target audience of the domestic market include:- Dedicated Discoverers
They are looking for a holiday experience, something with a bit of adventure; a voyage of discovery - even better if they're the first ones in the group to visit.
- Aspirational Achievers
Whilst luxury and being able to relax in comfort is important, it's not about mainstream commercial resort luxury, but something a little different where they can experience new things as well.
- Family Connectors
When holidays come along it's nice for everyone to slow down a bit and actually spend some time catching up with one another.
For further information about domestic market target audience, register to download the Experience Extraordinary Brand Handbook.
Regional Tourism Organisations (RTO) have formal contracts with Tourism WA for marketing of their respective region. Where appropriate, RTOs will align marketing activities with Tourism WA's branding to ensure consistency. RTOs undertake domestic and international marketing both independently and in conjunction with Tourism WA.
Read more about Western Australia's regions, including links to RTO websites.