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Hello
Talking Tourism is Tourism Western Australia's e-newsletter detailing the latest news, events, products and other information of interest to you in the WA tourism industry.
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Tourism WA's unique tourism brand story
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We are embarking on a journey to define our unique tourism brand story. The development of this story, a narrative that is owned across the tourism industry in WA, is important because it will help us align and differentiate our marketing. That means, in a crowded marketplace, it will be easier for a visitor to choose WA over one of our competitors. We want to present tourism in WA as something that has significant appeal because it is uniquely linked to who we are and where we are. To do that we need your help. We can’t do it without you. Over the coming months Tourism WA Managing Director Brodie Carr and Guy Taylor (the tourism ‘story guy’) will travel around the state, meeting industry, running workshops, having conversations, and asking questions aimed at getting to the heart of what makes visiting WA different from visiting anywhere else. Tourism WA Board Chairman Nathan Harding
said: "Over the past year I have spoken to many of you about the need for us to clarify Western Australia’s tourism narrative (or brand story), so collectively we can articulate the State’s unique proposition in a much more succinct and unified fashion. I have been delighted that so many people share the need for this important work to be undertaken urgently." For more information visit our corporate website.
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UK travel agents experience extraordinary WA
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Tourism WA, in partnership with Emirates, recently gave UK travel agents a taste of WA when it hosted a group as part of an incentive familiarisation. Nine travel agents, including major UK operators Flight Centre, STA, Gold Medal and Travel 2, explored part of the State. Highlights included Perth’s new developments, meeting quokkas on Rottnest Island, wine tasting in Margaret River, visiting forests and rugged scenery of Pemberton, Denmark and Albany as well as discovering Esperance and Lucky Bay.
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Perth, Rotto and South West feature in UK media
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Following Tourism WA’s support of a Singapore Airlines international press trip in August, The Sun included a double-page travel feature on Perth and the Margaret River region, titled ‘Perth-fection’. Journalist Jonathan Reilly made special mention of the locals’ connection to the land: “Locals know that the land is the key – whether it’s mastering the waves to surf, tending the vineyard’s fertile soil or adding Aboriginal herbs to their cuisine.” Also recently published was a feature article in The Mail on Sunday, which included Discovery Rottnest Island as one on the ‘Hottest new Hotels for 2019’.
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More South West media coverage in New Zealand
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Tourism WA hosted freelance journalist Mike Yardley on a media visit to Australia’s South West region in August. The visit was a partnership with Great Southern Rail and Air New Zealand to target high value Kiwi travellers and generate awareness for the Field of Light: Avenue of Honour exhibition. Mike’s latest story on his Indian Pacific journey from Adelaide to Perth can be viewed here, in addition to travel pieces on Albany’s heritage and natural assets, the spectacular flora and landscapes of the Southern Forests,
and the many wonders of Margaret River. Five articles were published across the NZ Herald, NZME regional newspapers, Newstalk ZB, star.kiwi.co.nz and For the Love of Travel, with a combined monthly readership of 785,000.
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Destination WA shines spotlight on WA’s remarkable regions
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This weekend’s episode of Destination WA, which is supported by Tourism WA, features the new Premier Mill Hotel, located in the South West town of Katanning. Also featured is a road trip along the ‘Wheatbelt Way’, the Yeeda Station in the Kimberley, a Camping with Custodians experience at Peedamulla, fishing in the Mackerel Islands, and food, wine and beautiful scenery at Oakover Grounds in the Swan Valley. The Summer Series of Destination WA is also supported by regional tourism organisations Australia’s South West, North West, Coral Coast, Golden Outback, Destination Perth and local operators. Aboriginal tourism stories are supported through the State Government’s Aboriginal Tourism Development Program in partnership with WAITOC. The
series airs in WA on Sundays at 5.30pm and nationally on Saturdays at 12.30pm on the Nine Network.
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Expedia campaign launches in US
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Tourism WA has partnered with Expedia and Tourism Australia to target Americans considering a visit to WA, as part of the second phase of the Dundee campaign. The campaign runs throughout the key booking period for US travel to Australia, finishing January 31, 2019. This second phase of activity, Visit the Set of Dundee: Son of a Legend, builds on the momentum of the original Dundee campaign, which was unveiled at the Super Bowl in February to more than 100 million US TV viewers. View the video here.
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El Questro makes top 50 list in US online publication
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Tourism WA's US team has secured a feature for the Kimberley's El Questro Wilderness Park in US News & World Report's ‘The 50 Most Scenic Mountain Resorts’. The article highlight’s El Questro’s thermal pools, waterfalls, spectacular scenic flights and range of accommodation options. The online media outlet has a monthly audience of nearly 24 million. Read the article here.
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Aboriginal cultural tourism opportunity at Kings Park
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Kings Park, or Kaarta Koomba, invites local businesses employing, owned or run by Aboriginal people to provide new tourism and cultural experiences for its visitors. The park wants to attract several operators who can offer a variety of authentic Nyoongar experiences to celebrate this unique part of Western Australian culture. Ideas include walking tours, storytelling, dance, art making, music and bush tucker experiences. Kaarta Koomba has been an important place for Wadjuk Nyoongar people for thousands of years. With spiritual and cultural connections to this land, it offers a rich Aboriginal history and cultural stories to share with local people and tourists from around the world. The EOI is open from now until January 14. For more information and to view the EOI document, visit this website.
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New workshop schedule for first half of 2019
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Tourism Council WA has announced its new workshop schedule for the first half of 2019. The updated workshops will be visiting a range of destinations in the early months of 2019, including Broome, Busselton, Geraldton, Great Southern, Karratha, Kununurra, Margaret River and Perth. For the full workshop schedule, visit the Tourism Council WA website.
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Register for free markets forum
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February 14: Tourism operators are invited to attend Tourism WA’s free Markets Forum. The event will be held at the Aloft Perth in Rivervale, from 3.15pm to 5.30pm. Tourism WA will provide insights into international markets, including a panel Q&A session, followed by a networking function with Tourism WA’s international market managers. Tea and coffee will be offered on arrival and cocktail food and beverages will be served during the networking session. Register early for this free event, as places are limited. Registrations close on Friday, February 1. Please email your name, title and company using this link.
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