Marketing 

Tourism WA's key marketing role is to prioritise markets and implement targeted activities to influence consumers' destination choice and to convert awareness into a travel booking. The strategic objective is to grow Western Australian tourism faster than the national average for the long-term benefit of the State.

More visitors will generate more employment, support the sustainability of tourism operators' businesses and lead to economic diversification, especially in regional areas. To ensure appropriate resources are devoted to all elements in the marketing mix, two marketing teams work side-by-side on different marketing elements.

Consumer marketing is focused on communicating directly with the potential traveller, and trade marketing is focused on intermediary partnerships, relationships and cooperative campaigns targeting consumers.

The strategic objectives are:

• Develop and implement marketing and communication strategies to build awareness and desire to visit Western Australia.
• Increase visitation, yield and dispersal from target markets.
• Provide meaningful and actionable research to guide strategies and actions of the Western Australian tourism
  

Consumer Marketing

Tourism WA now puts greater emphasis on brand marketing as a deliberate strategy to increase awareness of Western Australia as a holiday option. It is primarily used to raise the awareness and interest in Western Australia, and is achieved via a strong, consistent brand positioning (authentic Australia) and the promotion of iconic tourism experiences.

Activities include:

• Brand Marketing
• Online Marketing
• Destination Public Relations (including familiarisations)
• Research & Analysis
  

Trade Marketing

Trade marketing builds partnerships and relationships with the WA tourism industry and key distribution channels, such as airlines, travel wholesalers and retailers in all active markets. This aims to increase the amount of Western Australian product in international travel brochures and to facilitate cooperative marketing with a call to action for the consumer.

Trade marketing activities include:

• Brand Tactical
• Trade Shows
• Retail Training Programs
• Aviation Development
  

For more information on trade and consumer marketing visit About Tourism WA.

Regional Marketing (intrastate)

The five Regional Tourism Organisations (RTOs) are responsible for intrastate marketing of their respective region. RTOs also undertake interstate and international marketing, generally with co-operative partners to maximise funding and drive more effective conversion through a trade offer.

For more information on regional activities, visit Western Australian Regions Profiles.