Tourism WA's Stephanie Underwood On Boosting Western Australia's Appeal, Attracting Indian Tourists And More
Australia is emerging as a top destination for Indian travellers. Recent reports reveal that India is now among Australia's top five source markets, with the country expecting 4.24 lakh Indian visitors by the end of 2024, marking an all-time high.
This growing interest was a key discussion point at the WTTC Global Summit 2024 in Perth, held from October 8 to 10. Hosted in Australia for the first time, the event brought together global leaders, industry experts, and policymakers to shape the future of travel and tourism. Supported by the WA Government, the summit featured keynote speakers such as former US Secretary of State John Kerry and Australian environmentalist Robert Irwin, alongside insights from TripAdvisor CEO Matt Goldberg, Trip.com CEO Jane Sun, and American Express Travel President Audrey Hendley.
On the ground at the summit, Outlook Traveller spoke to Stephanie Underwood, Acting Managing Director of Tourism Western Australia. Excerpts from the interview here.
Could you elaborate on Tourism WA's key role in promoting Western Australia as a domestic and international tourism destination?
Tourism WA aims to inspire travellers from Australia and across the globe to explore Western Australia. This is achieved through innovative marketing campaigns, promoting major sports, arts, culture, and business events, and collaborating with government and industry partners to enhance access, accommodation, and visitor experiences. Additionally, Tourism WA empowers the local tourism sector by sharing insights, fostering global trends, strengthening stakeholder relationships, and providing strategic leadership.
What unique selling points does Western Australia offer international travellers, and how does Tourism WA leverage these to attract visitors?
There is something truly special and otherworldly about Western Australia, which is why it's also known as the "Dream State." While many of the world's tourism destinations are well-known, well-trodden, and overcrowded, Western Australia is not.
Western Australia is an unpolished gem, unspoiled and a bit wild, filled with ancient tracks brimming with adventures, ready to welcome you in. Our vast state is for travellers seeking barefoot luxury, unique experiences, and an unforgettable adventure that will fill your soul. Western Australia also has a rich cultural heritage, with 60,000 years of Aboriginal history woven through its landscapes.
We leverage these unique selling points through our "Walking On a Dream" global brand, which directly addresses visitors' key travel desires and positions Western Australia as a wondrous, otherworldly, dreamlike, and aspirational destination.
How does Tourism WA view the significance of hosting the WTTC Summit in Perth, and what opportunities does it present for Western Australia's tourism industry?
WTTC was a once-in-a-lifetime platform for Western Australia to demonstrate our economic ambition and showcase tourism investment opportunities in accommodation and attractions. Western Australia is set to benefit from immediate economic benefits through delegate spending and job creation and the long-term advantages of enhancing Western Australia's global profile, attracting investment, and stimulating future tourism.
Could you discuss Tourism WA's commitment to sustainable tourism practices?
Tourism WA recognises the importance of sustainability in our tourism sector, with the majority of visitors (79 per cent) believing it is essential for the places they go on holiday to operate sustainable practices. This is why sustainability is one of the four guiding principles of WAVES (Western Australia Visitor Economy Strategy) 2033 and why we are dedicated to preserving the balance between our environment, social well-being and economic prosperity. We aim to create economically sustainable solutions for the industry that have a net positive impact on people and the planet.
We are doing this by supporting sustainable and unique accommodation offerings, attractions, and experiences in and around protected areas and ensuring that Western Australia's tourism industry strongly focuses on sustainability and inclusivity. Infrastructure to support a sustainable electric road transport network for visitors is also being improved across Western Australia.
How is Tourism WA promoting Indigenous tourism and ensuring Indigenous communities benefit from the tourism industry?
Under the WAVES 2033 strategy, Western Australia aspires to become Australia's leading destination for Aboriginal tourism. This vision is supported by four key initiatives: enhancing awareness and accessibility to the state's rich cultural experiences, empowering Aboriginal communities to participate in the tourism industry, fostering the creation of authentic cultural experiences, and establishing Cultural Centres to celebrate and showcase Aboriginal heritage.
What emerging trends or technologies do you see shaping the future of tourism in Western Australia, and how is Tourism WA preparing for these changes?
We're seeing three emerging trends in Western Australia right now: wellness tourism, cultural tourism, and accessible tourism. We're proud to have supported Australia's South West with developing their new Wellness Tourism Strategy, which seeks to guide wellness tourism development in the region for the next ten years in response to the permanent shift in global travellers seeking wellness.
With more than eight in ten (87 per cent) visitors interested in engaging in an Aboriginal tourism experience when they visit Western Australia, our "Camping with Custodians" initiative builds community-operated campgrounds on Aboriginal land. These campgrounds allow visitors to stay with traditional Aboriginal owners and experience local culture.
We have also taken steps to address the growing need for accessibility in the tourism industry. In the year ending June 2024, 16 per cent of out-of-region travellers to Western Australia identified as having accessibility needs when travelling. Tourism WA believes all travel experiences should be inclusive. Accurate information helps people confidently plan, so we recently launched a new accessible travel hub on our consumer website, WesternAustralia.com.
What are Tourism WA's strategies for tapping into the growing Indian tourism market, and what challenges or opportunities do you foresee?
India is a priority market for Western Australia, with 35,000 visitors arriving and spending USD 118 million in the year ending June 2024. Our research shows that around 44 per cent of visitors from India come to WA to visit friends and relatives, leading to extended stays. They also seek natural beauty, wildlife, safety, and value for money in a holiday—all of which WA offers.
A key part of our strategy includes targeted marketing, such as our recent "Drive the Dream" campaign featuring cricketer Adam Gilchrist. This campaign coincides with Perth's Border-Gavaskar Trophy. It highlights the appeal of road trips from Perth, tapping into the nation's passion for cricket and using paid media to reach high-value travellers.
We work closely with our travel trade partners, conducting joint marketing campaigns and providing regular training to boost their product knowledge. Additionally, we leverage media and influencer partnerships to showcase Western Australia to Indian audiences.
What steps is Tourism WA taking to simplify the visa application process for Indian travellers, and how are you working with airlines and other stakeholders to improve connectivity between India and Western Australia?
Given the enormous growth opportunities in the market, we remain dedicated to delivering direct aviation access between India and WA and enhancing our overall connectivity. While a direct service is still developing, we're collaborating with airlines like Batik Air Malaysia, Jetstar, Malaysia Airlines, Singapore Airlines, and Scoot on marketing campaigns to boost bookings via one-stop services through Kuala Lumpur and Singapore.
Given India's growing luxury tourism market, what unique luxury experiences does Western Australia offer to attract high-end Indian travellers?
Western Australia offers many unique experiences, with several standout attractions that captivate visitors. Swimming or snorkelling alongside majestic whale sharks—the largest of their kind—is an unforgettable adventure in the turquoise waters of the UNESCO World Heritage-listed Ningaloo Reef, the world's largest fringing reef. Other natural marvels include the striking pink lakes near Geraldton, such as the stunning Hutt Lagoon.
Food enthusiasts will find delight in Perth and the renowned Margaret River Region, home to a wealth of premium dining options where visitors can enjoy vineyard-side meals paired with world-class wines. Further north, Australia's North West unveils the breathtaking Kimberley, featuring dramatic gorges, cascading waterfalls, and the mesmerising "Staircase to the Moon" phenomenon.
