Positive messages despite WA tourism growth lag

A group on a mission to attract more visitors to Broome has welcomed figures revealing more people are visiting WA – despite the State trailing the country in tourism growth.

The number of international visitors to WA grew 6.9 per cent in the year to March 2015 and the amount of money they spent rose 7 per cent.

That compared to a 7.8 per cent increase in tourists across the country and a 10.1 per cent increase in the money spent.

The average length of stay was down both in WA (2.3 per cent) and nationally (0.6 per cent), according to international visitor stay figures released on July 29.

Broome Tourism Leadership Group chairman James Brown said he was encouraged to see rising tourism numbers across Australia and the State.

“There is no doubt that being in one of the most isolated towns in the most isolated State in one of the most isolated countries in the world,” he said.

“I think it is a bit difficult to expect the new markets to get to WA as easy as they can get to the east coast, with all those direct flights, easy accessibility and obviously larger marketing budgets.”

Mr Brown said WA and the Kimberley had to keep “plugging away” before successfully tapping into new horizons.

“I think this is a good news story really,” he said.

“If anything, we should be looking at the numbers and saying the growth from these new markets is great and is what we are doing now in terms of marketing WA and Broome as good as it possibly could be to make sure we are in the game.”

The BTLG is responsible for rolling-out of tourism strategies in Broome and is about to embark on a $100,000 market research campaign focussing on growth markets.

“This will quantify and qualify the attributes of Broome and its brand that are desirable to our market and parts we should be focusing on,” he said.

“Should it be camels on the beach or is it the Kimberley coast or is it cultural?

“Those types of questions and trying to identify what is holding those travellers back from booking there holiday to Broome right now.

“That information would be worked back into the strategy, which should help everyone understand what we need to do and get them to press the yes button.”

Australian Hotels Association WA chief executive Bradley Woods said the numbers were encouraging but more funding for marketing was needed.