Italy's big spending tourists targeted in new marketing campaign

22/04/05
The State Government will target Italy's big spending tourists as part of a $500,000 cooperative marketing campaign announced by Premier Geoff Gallop today.
Dr Gallop made the announcement following a meeting with Tuscan President Claudio Martini in Florence, Italy, where he outlined the State Government's strategy to seek tourism trade partners in key European markets.
The Premier and Mr Martini also signed a Memorandum of Understanding, which aimed to strengthen economic and cultural ties between Western Australia and Tuscany.
Dr Gallop also officially opened a WA exhibition at the world-renowned Art International Trade Fair in Florence.
The State Government has provided the additional tourism funds for a cooperative campaign with trade partners in Italy, Switzerland, Germany and the United Kingdom.
The Premier said Italy was an important developing market for the State, with Italian visitors spending-up big while in WA.
"Italians are ranked sixth among the top tourism spenders in the world and over the past ten years visitor numbers from Italy to Australia have almost doubled," he said.
"While meeting with the Tuscan President in Florence today, I took the opportunity to discuss expanding our tourism trade partnerships in Italy and other European countries.
"We want to attract more Europeans, Italians in particular, to our magnificent State, so we can deliver more jobs and opportunities for Western Australians."
Dr Gallop said the State Government's 'Real Thing' campaign would form the centrepiece of the new marketing strategy.
"Interstate and international visitors inject $2.2billion into the WA economy every year so its critical that we make every effort to increase visitor numbers," he said.
"If we can get more people to experience WA for the first time to see what we have to offer then they'll be back again with their friends and families."
Dr Gallop said the Australian Tourism Exchange - the biggest international travel trade show in the southern hemisphere - was due to be held in Perth for the first time in June.
"With over 2000 delegates, the ATE will showcase Western Australia to the world," he said.
"We want to maximise that opportunity by strengthening our marketing in Europe.
"Coupled with the election commitment to spend $13million over five years for destination marketing and the $1million for interstate and international advertising announced by Tourism Minister Mark McGowan last week, we are going to see some real benefits flowing through to our tourism industry."
Premier's office: 9222 9475