DRMumbai: Australia’s largest State and the second largest country sub-division in the world, Western Australia (WA), is targeting tourism in a big way to strengthen its economy, till now focused heavily on minerals and petroleum commodities extraction and processing.
“We are committing AUD 425 million towards destination marketing,” said Paul Papalia, Minister for Tourism, Western Australia addressing the media in Mumbai recently.
Most Indians who travel to Australia visit the Eastern seaboard. Sydney and Melbourne are favorite haunts with their iconic attractions and social scene. “We want to promote Western Australia with Perth as the point of entry,” reaffirms Papalia.
Western Australia is the most authentic part of the continent steeped in culture, heritage and natural beauty. Northernmost is Kimberley consisting of the ancient, steep-sided mountain ranges of cut through with sandstone and limestone gorges, and steep ridges. Approximately 40 per cent of the region’s population is of Aboriginal descent.
The Ningaloo Coast is a UNESCO® World Heritage Site located in the north west coastal region of WA. The distinctive Ningaloo Reef that fringes the Ningaloo Coast is Australia’s largest fringing coral reef and the only large reef positioned very close to a landmass.
“It is as attractive as the Great Barrier Reef but here you can swim off the coast and snorkel,” reminded the Minister obviously referring to the over two-hour boat cruise one has to undertake to reach the Great Barrier Reef.
The world class gateway city of Perth has the most affordable high quality hotels across whole of Australia. “The Westin just opened; Ritz Carlton is being built. We also have many high quality boutique hotels like COMO The Treasury. Few Hilton brand hotels are opening soon.”
There are six major wine regions in WA and hence wine and food trails are aplenty.
The 10-day WA Gourmet Escape has events planned in the Margaret River region and the Swan Valley on successive weekends in November.
Papalia met six local airline companies in India to achieve a direct flight from India to Perth.
He also met Union Minister for Civil Aviation Suresh Prabhu. WA has also expressed its willingness to support airline companies with generous funds for destination marketing along with Perth Airport Pty. Ltd. which will offer concessions on landing fee. “The time difference is just 2.5 hours and if we can secure a direct flight, business travel and MICE can explode,” says Papalia.
WA is setting up a marketing representation office soon in Mumbai where they already have a Western Australia Trade Office. A specialist dedicated to selling the destination is being appointed soon.
