❓ Ms. Mettam questions the Minister for Tourism regarding a campaign promoting Perth, seeking details on attendance, economic impact, visitor origins, and ROI calculation. The Minister provides answers, clarifying aspects of the campaign's success.
AnsweredQoN 4859Legislative Assembly
QuestionView source ↗
I refer to Question on Notice Number No 4287 and Tabled Paper number 2200 and I ask: (a) How many people attended the Minister's lunch and will the Minister table a list of attendees? If not, why not; (b) What is the "new Perth" product referred to in the final page of the report; (c) Can the Minister confirm that the event that had $350,000 allocated to it with a return on investment of 58:1 generated over $20m in economic benefit; (d) Can the Minister confirm that an additional 4,100 people attended Perth as a result of the $350,000 campaign; (e) Will the Minister provide a list of the destinations from where people travelled and the average length of stay as a result of the $350,000 campaign; and (f) How did Tourism WA calculate the return on investment for the $350,000 campaign?
AnswerView source ↗
Answered
7 May 2019
Responded by
Minister for Tourism
Response time
12 days
(a) 33 people attended the Minister’s lunch. A list of attendees is provided in tabled paper #
(b) The “new Perth” product is recently built or opened infrastructure such as new hotels, Optus Stadium and Yagan Square.
(c) Yes, the “New Campaign” (not an event) generated $20 377 000.
(d) Yes
(e) The additional visitors were from North Asia. It is not possible to determine average length of stay from campaign results, however, according to International Visitor Survey data, the average length of stay for North Asian holiday visitors is 12 nights.
(f) Return on investment is calculated by multiplying the number of visitors by average spend, divided by the value of Tourism WA’s investment.
(b) The “new Perth” product is recently built or opened infrastructure such as new hotels, Optus Stadium and Yagan Square.
(c) Yes, the “New Campaign” (not an event) generated $20 377 000.
(d) Yes
(e) The additional visitors were from North Asia. It is not possible to determine average length of stay from campaign results, however, according to International Visitor Survey data, the average length of stay for North Asian holiday visitors is 12 nights.
(f) Return on investment is calculated by multiplying the number of visitors by average spend, divided by the value of Tourism WA’s investment.
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