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WA’s $4.4 million marketing push for tourism workers

In a bid to entice hospitality and tourism workers to Western Australia, the State Government is gearing up to launch a new $4.4-million campaign that will run across the east coast and New Zealand.

WHILE WA’s visitor levels are rebounding – with domestic arrivals from July back to around 77% and forward bookings at around 105% of pre-pandemic bookings – there are an estimated 15,000 job vacancies across the state’s hospitality industry.

The ‘Discover the Other Side’ campaign, developed in collaboration with Tourism WA and the Australian Hotels Association, aims to “encourage people…to really consider Western Australia as a place that they can come to really get a great experience in a terrific part of the world,” Tourism Minister Roger Cook said.

“But also really just to extend their own hospitality skills and take advantage of everything Western Australia has to offer.”

The marketing push “perfectly complements” the State Government’s $3.9 million bid to boost the skills of its tourism and hospitality workforce, Cook highlighted.

Over a period of two years, the funding will be poured into short-term intensive training courses for baristas, bar staff and other hospitality workers, promoting “local jobs for local people”, and promoting hospitality as an appealing career option for children in regional WA.

In response to recently emerged reports of a scrapped $2 million global tourism campaign shot in 2020, Cook emphasised that it “wasn’t a failed campaign” and insisted the content was set aside due to COVID-19 disruptions, and then “repurposed” in later campaigns.

“I want to assure everyone that everything that was done in relation to that campaign is an asset of Tourism WA,” he said, pointing out that the footage from the abandoned campaign was used in the international Adventure Awaits and the domestic Wander out Yonder campaigns.

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