TOURISM — INTERNATIONAL VISITORS —
DRIVING HOLIDAYS
1144. Hon PETER COLLIER to
the minister representing the Minister for Tourism:
I refer to the government's
recent announcement about a new global tourism campaign promoting driving
holidays in Western Australia.
(1) Was market
sounding undertaken in any of the nine international markets that are the
target of the campaign?
(2) If yes to (1), will the minister
table the results of the market sounding?
(3) What is the cost of the
campaign?
(4) How much funding has been allocated
to each international market that is the target of the campaign?
(5) Have any key
performance indicators been set to assess the success of this campaign; and, if
so, will the minister table those KPIs; and, if not, why not?
Hon DARREN
WEST replied:
I thank the honourable member for
some notice of the question. On behalf of the Minister for Regional Development
representing the Minister for Tourism, I provide the following answer.
(1) Yes.
(2) The market
sounding did not produce formal results but included discussions with travel
trade, marketing partners and in-market representatives, which guided content
development. Additionally, the German market has a proven appetite for self-drive
holidays and the road trip concept was also proven by a successful campervan
convoy cooperative campaign that ran in Singapore in 2017.
(3) It was $2.2 million.
(4) Funding allocated to specific international
markets is as follows: Singapore, $200 000; Malaysia, $200 000; Germany, $160 000; United Kingdom, $160 000; China,
$100 000; Japan, $40 000; New Zealand, $40 000; Indonesia, $40 000; and
Hong Kong, $30 000. This does not encompass the total value of the campaign
because it includes only the specific amount spent in international markets.
(5) The marketing
strategy consists of a number of separate campaigns run within individual
markets. Tourism Western Australia will undertake an analysis of each campaign
it conducts, which may include passenger bookings, return on investment and
economic impact. Relevant parts of the analysis that do not contain information
considered commercially sensitive will be available following the conclusion of
each campaign.