Marketing deal to grow Perth as an airline hub

A $5.7 million deal has been completed to promote Perth as the western hub for the non-stop flights between Perth and London, starting in March 2018.

Premier and Tourism Minister Colin Barnett said $2.85 million each from Tourism Western Australia and Qantas would be used for a range of activities, including promotion of Perth as a stop-over point for Australian and international passengers, and encouraging travel into regional WA.

“We have all seen what becoming an airline hub has done for cities like Singapore and Dubai, and the same can happen here in Perth,” Mr Barnett said.

“Knowing they have to fly through WA, people will look to break up their journey and the marketing activity from this agreement will promote what’s on offer in Perth and regional areas.

“Qantas already proudly serves West Australian produce on-board and in their lounges, so visitors will get a taste of what’s on offer before they even land.”

The Premier previously said securing the non-stop route was a game-changer that had the potential to inject up to $36 million a year in visitor spend into the local economy.

In helping to secure a deal between the airline and Perth Airport Pty Ltd, the Liberal National Government committed $14 million for capital works to accommodate infrastructure requirements for Commonwealth border services at domestic terminal T3.

Both Qantas and Tourism WA have committed $2.85 million in cash or kind, from 2016-17 to 2018-19, under this marketing agreement.

Examples of marketing activity will range from traditional mainstream advertising to social media campaigns and co-operative deals with travel booking sites. Tourism WA will also engage with industry to further promote Perth as a desirable stop-over destination.

Mr Barnett said tourism was an important contributor to WA’s economy, supporting 97,000 jobs for West Australians and generating $9.6 billion in the 12 months to September 2016.

“We have a goal to increase that to $12 billion by 2020 and attractions such as this will help us meet that target,” the Premier said.

 

Fact File

  • Economic analysis by Tourism WA has found potential visitor expenditure from the new service would be between $9 million and $36.4 million a year
  • The existing marketing agreement between Tourism Western Australia and Qantas is worth $7.2 million over three years – these funds are additional

 

Source: Government of Western Australia Media Statements

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