New Drive WA campaign’s regional road trip focus

Therese ColmanBusselton Dunsborough Times
Sunset at Sugarloaf Rock, Leeuwin-Naturaliste National Park.
Camera IconSunset at Sugarloaf Rock, Leeuwin-Naturaliste National Park. Credit: Tourism Western Australia, Tourism WA

The Busselton-Margaret River Region features heavily in Tourism WA’s new global campaign, which was launched on Friday.

Showcasing WA as the “Road Trip State”, the one-minute commercial shows footage of Wilyabrup Cliffs, Sugarloaf Rock, Margaret River wineries and the Boranup Forest.

Exploring the Boranup Karri Forest.
Camera IconExploring the Boranup Karri Forest. Credit: Tourism Western Australia, Tourism WA

The Kimberley and Great Southern also feature, with footage from the Bungle Bungle Range, El Questro, Lucky Bay in Esperance and Great Ocean Drive highlighting WA’s tourism diversity.

The campaign has been launched domestically and in nine international markets — Singapore, Malaysia, China, Germany, the UK, Hong Kong, Japan, New Zealand and Indonesia.

Couple hiking along the Cape to Cape walk trail, near the Wilyabrup Cliffs
Camera IconCouple hiking along the Cape to Cape walk trail, near the Wilyabrup Cliffs Credit: Dan Avila/Picture: Tourism WA

The campaign will promote a range of self-drive holiday routes across the whole of WA.

It will feature information on distances and accommodation options, from camping or glamping to hotels and apartments.

Tourism Minister Paul Papalia said the vastness of WA was often seen as a negative, but the campaign showed visitors road trips were “actually one of the best ways to explore our scenic State”.

“It will encourage interstate, international and local visitors to experience all that our extraordinary State has to offer,” he said.

“A road trip is the perfect way to discover regional WA’s stunning attractions, at your own pace and on your own terms.”

Boranup Karri Forest, part of the Leeuwin-Naturaliste National Park.
Camera IconBoranup Karri Forest, part of the Leeuwin-Naturaliste National Park. Credit: Tourism Western Australia, Tourism WA

Vasse MLA and shadow tourism minister Libby Mettam said she was pleased to see an increased focus on regional areas of WA.

“Regional WA has so much on offer in the great outdoors, which is exactly what visitors from our key Asian markets in particular want to experience,” she said.

Ms Mettam said many visitors would have little experiences driving such vast distances and it was important that factor was effectively managed.

“However, most European and Asian visitors would have no understanding at driving the sorts of distances that are required and it is important that this is effectively managed.”

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