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​Tourism WA commissioned global market research agency, Kantar Public (previously TNS), to conduct a series of market research projects with domestic consumers to understand the appeal of key destinations in Western Australia and how visitation to these areas could be increased. The research was conducted between 2014 and 2017.

Seven research projects were completed as part of the Destination Perceptions Research Series:

  • Margaret River Region (August 2014, in partnership with Margaret River Busselton Tourism Association)
  • Perth (November 2014)
  • Albany Region (July 2015)
  • Ningaloo Region (September 2015)
  • Broome and the Kimberley (November 2015, in partnership with the Broome Tourism Leadership Group)
  • Australia's Golden Outback (September 2016)
  • Pilbara (August 2017)

The research focused on consumer perceptions of the destination, appeal of attractions and experiences, barriers and motivations for visiting, and other issues such as accommodation, access and visitor facilities.

The research can be used by all WA tourism industry stakeholders including regional and local tourism organisations, regional development commissions and industry operators to develop strategy, create a marketing approach and recognise development priorities.

The research series provides:

  • A framework for understanding the key elements WA destinations need to improve the value proposition in the minds of consumers (the Destination Framework).
  • An understanding of each destinations’ perceived strengths and weaknesses and insights into how to leverage and address them.
  • The key experiences and attractions in the destination that are most appealing to consumers and should be promoted to encourage visitation.
  • Perceived functional issues and gaps in the destination's offering (i.e. accommodation, facilities, accessibility) to guide development priorities.

Tourism WA has developed useful infographic summaries on each of the destinations outlining the key research outcomes.

These should be read together with the Destination Framework fact sheet.

To request a copy of the full report for a particular destination, please contact the Tourism WA Research Team via

Last Reviewed: 2018-05-01