October 19, 2018 Road trip campaign signals new focus on regional WA Shadow Minister for Tourism Libby Mettam has cautiously welcomed the State Government’s commitment to regional tourism with its new ‘Road Trip State’ campaign. “The McGowan Government has, to date, had a very metro-centric approach to tourism and falls in interstate and international tourism numbers show that approach hasn’t worked,” Ms Mettam said. “This is at least an acknowledgement that some of WA’s most attractive tourism offerings are in regional WA and must be a significant component of any campaign to attract international visitors. “The switch to a self-drive focus is also a move away from the Government’s previous strategy to heavily subsidise regional flights.” Ms Mettam said she did have some concerns that international tourists may not understand from the campaign the vast distances that exist between many of the attractions featured in the campaign. “There needs to be some expectation management, so visitors don’t think they’re going to come here and be able to drive between all the locations featured in the ad during a one or two-week holiday,” she said. “Most European and Asian visitors would have no experience at driving the sorts of distances that are required to get to destinations such as the Bungle Bungles or El Questro by car. “When you look at some of the countries that are being targeted, a two-hour drive could take them across their entire country, in WA it won’t them from Perth the Busselton. “I hope the campaign will also be matched with a driver safety initiative that educates international drivers about the conditions and terrain they may encounter on some of these road trips. “As an example, destinations along the Gibb River Road, which are featured in the campaign, should only be attempted with the right equipment and knowledge of driving in remote locations.” Media Contact |
