Tourism

AFL tourism strategy kicks $66 million goal for WA

afl football stock image

Independent research has revealed the WA Government’s dedicated east coast tourism campaigns, combined with the AFL tourism strategy, have delivered results for Western Australia’s economy.

Figures from research undertaken by Metrix Consulting show AFL tourism attracted 31,059 interstate visitors who specifically travelled to WA for a match at Optus Stadium, and spent about $34 million. A further 34,665 visitors from regional WA spent more than $32 million.

Of the 31,059 interstate visitors, 22,887 travelled during the regular season and 8,172 during the AFL finals. There was a similar story with intrastate overnight visitors, as 25,812 people from regional WA travelled to Perth for AFL games during the home and away season, and 8,853 for the finals.

As part of the Optus Stadium launch, Tourism Western Australia invested significant marketing resources to drive interstate visitation to WA for AFL games and increase awareness of Perth and WA as an AFL tourism destination, while encouraging visitors to also travel to the regions.

The multimillion dollar Hotel Perth campaign launched early in 2018 targeted at east coast markets such as Melbourne and Sydney. This campaign, coupled with the introduction of a Tourism WA east coast advocate has led to a direct increase in visitors.

WA Tourism Minister Paul Papalia acknowledged the impact the marketing campaign has had on attracting visitors to the State and congratulated Tourism WA for leading the project in partnership with Optus Stadium Management, Tourism Council WA, the tourism industry, AFL, West Coast Eagles and Fremantle Dockers.

Source: WA Government

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