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27-Mar-2025 10:31 PM

Tourism WA aiming for 'even dispersal of visitation' across the year

Tourism Western Australia (Tourism WA) executive director marketing Melissa Forbes, speaking at Routes Asia 2025, stated (26-Mar-2025) Tourism WA aims to spread peak demand for certain destinations into the shoulder periods to reduce the impact of seasonality on pricing, customer experience and operators. Mr Forbes said Tourism WA hopes to achieve a more "even dispersal of visitation" across the year. She added that business events and the MICE market "play a key role" in filling the low season, along with "big blockbuster events" that drive interstate visitation, pricing strategies and special offers.

Background ✨

Tourism Western Australia has been actively working to increase tourism spending to AUD25 billion per annum by 2033, with China and the UK being the top international visitor markets1. The WA government has been enhancing aviation connections, aiming to transform Perth into a significant travel and trade hub2. Additionally, the government allocated AUD1.15 million to support 65 regional events, boosting local economies3.

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