Western Australia amplifies efforts to draw Australia-bound Indians
Post a networking lunch hosted by Western Australia at The Leela Palace, New Delhi, an insightful one-on-one interaction with Hon Rita Saffioti BBus MLA, Deputy Premier, Treasurer, Minister for Transport, Tourism, Western Australia, unfurled strategic initiatives and collaborations underway to strengthen tourism and trade relations between India and Western Australia. India's Significance
Saffioti began by emphasising the importance of the Indian market to Western Australia's tourism sector. The region sees India not only as a significant source of potential growth for inbound tourism but also values the strong cultural and community ties due to a substantial Indian diaspora residing in Western Australia. "India's a huge and a very important market for us," Saffioti stated, "It is my number one mission to try and increase tourism from India," signalling a strategic focus on this expanding market.
Enhancing Air Connectivity
A major facet of Western Australia’s strategy to capture a larger chunk of tourists is through improving air connectivity between India and Western Australia. With Perth and Sydney Airports already increasing links to Asian countries, Saffioti detailed ongoing efforts to strengthen transport links, including collaborations with local airlines to facilitate travel within Western Australia. The recent introduction of a new rail line to the airport has also enhanced accessibility and convenience for tourists. She also highlighted that the introduction of Nexus Airlines has simplified travelling within Western Australia. Moreover, improvements in air connections between Perth and regional parts of Western Australia have equally contributed to ease travel.
She also discussed the recent codeshare arrangement between Qantas and Indigo, which facilitates travel from various Indian cities to Perth via Singapore. "We are very keen to work with the airlines and considering ways to promote Perth through those airlines in particular," Saffioti mentioned.
Strategic Positioning in the Southeast Asia Circuit
Saffioti acknowledged the geographical challenges and tourists' itineraries, often favouring eastern Australian cities like Sydney. She emphasised the need for Western Australia to integrate its offerings into the Southeast Asia travel circuit. “It is about understanding that people probably will not tack on Perth to a trip to Sydney. So, it is how we also integrate what we offer into the Southeast Asia market,” she explained.
Understanding the competitive nature of the tourism industry, Saffioti emphasised the need to package Western Australia with other popular Southeast Asian destinations like Hong Kong and Singapore with an aim to present Western Australia as a part of an attractive multidestination package, appealing to a wide range of tourists, especially from India.
Adventure Tourism
The Deputy Premier highlighted the unique offerings of Western Australia, such as adventure tourism, pristine beaches, and exclusive fishing holidays. She suggested that a trip to Western Australia could be combined with a shopping spree in Singapore, offering a diverse experience to tourists.
Delving into the realm of tourist attractions in Western Australia, Saffioti highlighted various investments in destinations like Rottnest Island, known for its natural beauty and unique wildlife. The focus is on creating new activities that blend adventure with tourism, such as hot air ballooning, parasailing, and interactions with marine life like whale sharks and manta rays. These initiatives are part of a broader strategy to present Western Australia as a hub for sustainable luxury tourism.
Tourism Beyond Wildlife
Recognising that Western Australia's rich wildlife has been a major draw, Saffioti discussed plans to broaden the state's tourism appeal. She noted, “Business tourism is very important for Western Australia,” marked by the recent announcement of investing in a new convention centre to support business events. Additionally, there is a focus on enhancing cultural, educational, and sporting tourism, including partnerships with festivals and events to create combined cultural experiences.
Marketing Campaigns
Marketing efforts are a key component of Western Australia's strategy to entice Indian tourists. A standout campaign features F1 driver Daniel Ricciardo, endorsing self-drive holidays to explore everything from wine regions to nature reserves. Looking ahead, Saffioti expressed a keen interest in intensifying trade-related activities with India. Saffioti shared, “Hosting more travel agents, tour operators, and journalists in Western Australia is vital,” aiming to provide a deeper understanding of what the region offers.
Visitor Numbers
India ranks as the seventh-largest international market for Western Australia. The region welcomed 27,000 visitors as of September 2023 contributing an estimated $91 million in spending. With an annual growth rate of 15 per cent, there is a strong focus on not only establishing direct links but also working with airlines for efficient connections between key Indian cities and Western Australia.