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We promote WA as an incredible holiday destination in 11 key international markets of the United Kingdom, Germany/ Switzerland, New Zealand, Singapore, Malaysia, Indonesia, United States of America, India, China, Hong Kong and Japan.

We focus on targeting ‘High Value Travellers’ in our international markets – those that don’t mind long haul travel, are considering a holiday to WA, enjoy nature, wildlife, aquatic, coastal and food and wine experiences, and have an above average spend. To download the fact sheet for each market visit International markets insights.

Our goal is to grow the number of international visitors to WA and encourage them to spend more, stay longer and travel further around the State. To do this, we work on innovative marketing campaigns and a world-class calendar of events to promote WA’s destinations and experiences overseas.  We also work with key international trade partners and media to attract visitors.

How to get involved

We work with international travel companies and airlines on cooperative marketing campaigns to help promote the State. To get involved with any of these campaigns please maintain regular contact with your inbound tourism operators who can help you connect with the international wholesalers.

To view the key distribution partners contact list, visit your relevant market found under International markets insights.

More information and useful links

For more information contact:



For the latest international visitor statistics visit Latest visitor statistics.

Visit our International market insights section to find more information on each individual market including:

  • Market and target audience profiles
  • Market manager videos
  • Key cultural considerations
  • List of key distribution partners

If you are interested in entering the inbound (international) tourism market, we have developed a series of fact sheets so you can better understand tourism and the various distribution channels, pricing strategies and market segments. Find these under Get market ready.

Adventure Awaits Roadshow – United Kingdom and Europe

12 June – 26 June, 2022

Tourism Western Australia (Tourism WA) is organising an in-person roadshow to reconnect outbound trade partners and agents from the United Kingdom and Europe (Germany, Switzerland, Italy) with key WA tourism operators. This roadshow will enable participants to reconnect with the UK and European trade, update and exchange information, strengthen relationships with key decision makers and provide an opportunity to train various UK and European agents. 

The UK and Europe WA teams have been hard at work over the past two years keeping WA at the front of our travel partners’ minds and hope to build on the success of the 2021 UK & European Virtual Roadshow.

For more information please click on the prospectus here.


New Zealand campaigns 

Information on our campaigns to encourage New Zealanders to holiday in WA.

Home of the Road Trip 

We launched a global campaign promoting Western Australia as the ‘home of the road trip’.

Last Reviewed: 2022-06-29