❓ Question regarding the research underpinning the 'Road Trip State' tourism campaign and the specific driving routes promoted by the WA government.
AnsweredQoN 4367Legislative Assembly
QuestionView source ↗
I refer to the Minister’s announcement on 19 October 2018 launching Western Australia as the ‘Road Trip State’, and I ask: (a) what research underpinned the Road Trip State campaign; and (b) what are the 15 plus driving routes that will be packaged to appealed to tourists?
AnswerView source ↗
Answered
12 February 2019
Responded by
Minister for Tourism
Response time
9 days
(a) Research conducted by BDA Marketing Planning (People Prophets Tracker, Year Ending April 2018) showed that just 40% of interstate residents thought of Western Australia (WA) as a great place for road trips. This was relatively low compared to other States/Territories – New South Wales (49%), Queensland (49%), Victoria (48%) and Tasmania (45%) – and demonstrated a need to grow interstate knowledge of road trip experiences on offer in WA and build association of WA with this type of holiday.
Other research undertaken by BDA Marketing Planning (High Value Traveller Research, October 2018) revealed that 25% of long haul travellers from key international markets found a road trip holiday in WA appealing. This proportion increased to 33% amongst Tourism Australia’s core target market ‘high value travellers’.
(b) The “Western Australia the Road Trip State” brochure has information on 15 suggested driving routes plus six day trips from Perth. They are:
1. The Avon Valley 500 Loop
2. The Great Southern Drive
3. The South West Nature and Wine Drive
4. The Great South West Edge
5. The Great Ocean Drive
6. The Golden Quest Discovery Trail
7. The Indian Ocean Drive
8. The Wool Wagon Pathway
9. The World Heritage Coastal Drive
10. The West Kimberley Crossing
11. The Ardi Cultural Drive
12. The Gibb River Road
13. The Great Kimberley Inland Track
14. The Warlu Way
15. The Great Kimberley Wilderness Loop
Day Trips:
1. Rockingham
2. Rottnest Island
3. Mandurah
4. Fremantle
5. The Pinnacles
6. Swan Valley and Perth Hills
Other research undertaken by BDA Marketing Planning (High Value Traveller Research, October 2018) revealed that 25% of long haul travellers from key international markets found a road trip holiday in WA appealing. This proportion increased to 33% amongst Tourism Australia’s core target market ‘high value travellers’.
(b) The “Western Australia the Road Trip State” brochure has information on 15 suggested driving routes plus six day trips from Perth. They are:
1. The Avon Valley 500 Loop
2. The Great Southern Drive
3. The South West Nature and Wine Drive
4. The Great South West Edge
5. The Great Ocean Drive
6. The Golden Quest Discovery Trail
7. The Indian Ocean Drive
8. The Wool Wagon Pathway
9. The World Heritage Coastal Drive
10. The West Kimberley Crossing
11. The Ardi Cultural Drive
12. The Gibb River Road
13. The Great Kimberley Inland Track
14. The Warlu Way
15. The Great Kimberley Wilderness Loop
Day Trips:
1. Rockingham
2. Rottnest Island
3. Mandurah
4. Fremantle
5. The Pinnacles
6. Swan Valley and Perth Hills
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