Tactical Tourism Campaign of $2m to be introduced in Perth

Published on : Monday, August 21, 2017

Tactical Tourism CampaignVery soon, a $2 million ‘tactical’ tourism campaign will be launched in Perth, capital of Western Australia to target fill the empty hotel rooms by persuading the probable visitors as the city cannot be described as an expensive holiday destination anymore.

Paul Papalia, the tourism minister explained that said it was a really tough time in terms of the hotel industry of Western Australia with lot of rooms remaining vacant.

The aim of the state government started altering gradually in terms of marketing the destinations of WA, from a comprehensive marketing campaign highlighting the natural wonders to one that focused to take action on the instant requirements of the hotel industry. This intended to offer incentives for possible tourists to put bums on planes.

To quote Papalia, “We have a legacy reputation from the past of being costly and difficult to get to, and not necessarily the highest quality (accommodation). That has changed.”

Singapore, Malaysia, China and the east coast of Australia was targeted in the campaign, where people had the opportunity to pack their bags at short notice.

Collaborations with important online travel websites like Expedia and Ctrip in China along with low-cost airlines operating in south East Asia would see the funds of the state government to match in order to offer exciting travel packages incentivizing trips to Perth, with primary focus on couples and families.

“The hotel sector is hurting and we need to focus on direct campaigns that drive visitation to fill planes, get visitors to Perth and fill our hotel rooms,” Mr Papalia said.


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