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The domestic market is WA’s largest source of visitors and includes visitors from WA (intrastate) as well as Australia (interstate). 

Visit Latest visitor statistics. to access the most recent data on domestic visitation and spend in WA. 

Domestic Segmentation

Tourism WA’s domestic trip-based segmentation model identifies six main types of trips that Australians take when travelling within the country for a holiday or short leisure break. The model is based on data science analysis of more than 6,500 trips as reported by 3,500 Australian residents. 

Learn about the six trip types here:  Domestic Trip Segments 

Understanding who is most likely to take these trips is important for identifying and reaching target markets.  Tourism WA has profiled the target market for each trip segment covering demographics, psychographics, and media consumption.  The profiles most relevant for interstate travel to WA are Premium Nature, Luxe Culture, and City Social. For intrastate travel - Relax and Recharge, Simple Nature, and Family Time are most common. 

Get to know the target market for each trip segment here: Domestic Target Market x Trip Segments 

Domestic High Yield Travellers

The WA Visitor Economy Strategy 2033 (WAVES 2033) identifies High Yield Travellers as an ideal target audience.  

Learn more about this audience here: Domestic High Yield Travellers .

Domestic market profiles

Want to know more about intrastate and interstate leisure visitors that holiday in WA? To help, we have developed fact sheets which provide insights into how much they spend, how many nights they stay, who they are, what they like to do when they get here, as well as planning and booking insights.

Download the latest domestic market profiles (2023) below:

Interstate market profile (Overnight) (PDF 1 MB)

Intrastate market profile (Overnight and daytrip) (PDF 1 MB)

Last Reviewed: 2024-05-28