The marketing calendar gives industry the opportunity to keep informed of upcoming campaigns and activities within Western Australia's core markets for the current financial year.
The Interstate market supplies around 1,350,000 visitors to WA each year. The largest markets are Sydney and Melbourne which is where the marketing efforts are focused.
The WA market share from central Europe is strong – ranging from 19 percent for Germany to 31 percent for Switzerland. The region delivers approx. 50,000 visitors to WA.
China shows a strong growth forecast with the outbound travel population forecast to grow at around 15 percent per annum. This is influenced by a huge population base. The current visitor numbers into WA are 22,000 (12 months to December 2006).
The intrastate market supplies 73 percent of all visitors in WA and represents 5,414,000 visitors (12 months to December 2006). Intrastate travellers account for 43 percent of total visitor expenditure in WA.
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 a relatively short length of stay (median of 6 nights).
South Korea is a strong growth market and a key trade partner for Western Australia. The WA market share has traditionally been very low at less than 5 percent (9,900 visitors in the 12 months to December 2006).
Malaysia tends to be a relatively volatile market. It delivers a high proportion of repeat travellers. Overall visitation to WA is 32,800 (12 months to December 2006). Malaysia has a high proportion of travellers who travel in family groups (15 percent).
New Zealand is currently Western Australia's third largest source market of international visitors. Over 55 percent of the NZ outbound market travel to Australia.
Australia is a significant destination for Singapore outbound travel. WA has a strong market share, attracting over 25% of all Singapore visitors to Australia (56,500; 12 months to December 2006).
The UK is Western Australia’s largest source of international visitors, supplying over one quarter of all international visitors to the state (171,000 in the 12 months to December 2006). The UK market shows strong and consistent growth over time.