Friday, May 23, 2025

The 2025 roadshow successfully strengthened ties between Western Australia’s tourism sector and the travel trade community across the East Coast and New Zealand, offering an invaluable platform to showcase the state’s diverse offerings. By engaging with over 500 travel advisors and presenting an impressive lineup of local tourism businesses, Tourism WA not only elevated the visibility of its operators but also emphasized its commitment to long-term partnerships with the travel trade. The roadshow’s exciting prizes and immersive experiences further heightened engagement, creating a lasting impact on attendees.

From May 19 to 22, 2025, Western Australia showcased its vibrant tourism offerings to over 500 travel advisors and 25 leading tourism operators, strengthening the bond between the state and the travel trade community on the East Coast and New Zealand. The highly anticipated roadshow served as a platform for industry professionals to explore the latest updates on Western Australia’s tourism landscape, highlighting the region’s unique experiences and promoting collaborative partnerships.

The roadshow, which visited Sydney, Brisbane, and Melbourne, offered essential insights into the wide variety of tourism experiences available in the state. Among the exhibitors were several businesses from Tourism Western Australia’s Trade Ready Introduction Program (TRIP), an initiative aimed at helping local tourism operators broaden their reach and access new markets by fostering connections with the global travel trade.

One of the event’s key moments came in Sydney, where attendees were privileged to hear directly from Anneke Brown, the new managing director of Tourism Western Australia. Brown emphasized the crucial role that tourism plays in the state’s economic growth, underlining the government’s commitment to further developing the sector. She also highlighted the importance of continued collaboration between the state and travel trade professionals, particularly as Western Australia aims to attract a greater share of both domestic and international visitors.

Brown’s presentation was an insightful look into the state’s tourism strategy, touching on the diverse range of experiences that Western Australia has to offer—from its world-class beaches and cultural landmarks to its vibrant cities and rich Indigenous heritage. By showcasing these offerings, Brown reinforced Tourism WA’s ongoing efforts to position the state as a top global tourism destination.

The roadshow also showcased a remarkable array of Western Australian tourism businesses that play a vital role in the state’s tourism growth. Several of these businesses are participants in Tourism WA’s TRIP program, which aims to improve their market preparedness and increase their appeal to international trade. Prominent exhibitors included APT Travel Group, Cable Beach Club Resort & Spa, Chimes Spa Retreat, Duxton Hotel Perth, and Willie Creek Pearls, among many other influential names.

These businesses presented a range of products and services that showcase the best of Western Australia, from luxury resorts and eco-tours to indigenous cultural experiences and scenic cruises. In particular, businesses like Eco Abrolhos Cruises and Eclipse Expeditions offered attendees a glimpse into the unique adventure tourism experiences that await travelers in Western Australia’s pristine natural landscapes.

The focus on collaboration with the trade sector is part of Tourism WA’s broader strategy to ensure that local businesses are not only visible but are well-prepared to meet the growing demand for Western Australian tourism experiences. By connecting these operators with travel agents, the roadshow helps elevate their visibility and expand their reach to a broader audience.

The roadshow was designed not only to highlight Western Australia’s diverse tourism offerings but also to leave a lasting impression on attendees. To boost participation and excitement, numerous enticing prizes were up for grabs, including fine Western Australian wines, complimentary experiences, accommodation stays, and an exclusive Kimberley cruise with PONANT. The opportunity to win these incredible prizes added an extra thrill to the events, building a sense of anticipation and deepening engagement among participants.

At each event, lucky travel professionals walked away with these fantastic prizes, including the prestigious Kimberley cruise, which offers a once-in-a-lifetime opportunity to explore the stunning landscapes of the Kimberley region on board a luxury expedition ship. The winners of the Kimberley cruise included:

The fortunate winners are now set to embark on a once-in-a-lifetime adventure through one of Western Australia’s most remote and awe-inspiring regions, famous for its rugged gorges, untouched beaches, and extraordinary wildlife. The Kimberley, accessible aboard PONANT’s luxurious cruise ships, offers an unmissable experience for those in search of adventure, cultural discovery, and breathtaking natural landscapes.

The roadshow’s focus on fostering meaningful partnerships between Western Australia’s tourism operators and the travel trade community was evident throughout the event. With a mix of product presentations, networking sessions, and one-on-one discussions, the event offered travel agents and operators the opportunity to exchange ideas, build new relationships, and explore potential business opportunities.

The collective aim is to ensure that Western Australia remains a key player in the global tourism market by fostering collaboration at every level. For tourism operators, connecting with the right trade partners can lead to increased visibility and new channels of distribution, which is crucial as the state continues to recover from the global pandemic and rebuild its tourism industry.

A wide range of businesses participated in the roadshow, showcasing the breadth and depth of tourism experiences available in Western Australia. These included:

These and other operators, including , , and , played a vital role in promoting the diversity of Western Australia’s tourism experiences. From wine tours to wildlife experiences and cultural immersion, the event highlighted the wide array of attractions that draw visitors to this unique region.

A Strong Partnership with the Travel Trade

The 2025 roadshow accomplished its objective of deepening connections between Western Australia’s tourism industry and the travel trade network on the East Coast and in New Zealand. By presenting the state’s diverse tourism offerings, engaging directly with travel advisors, and offering exciting prizes, Tourism WA successfully boosted the visibility of local operators while reaffirming its dedication to fostering enduring relationships with the travel trade community.

The 2025 roadshow successfully strengthened partnerships between Western Australia’s tourism sector and the travel trade across the East Coast and New Zealand, showcasing the state’s diverse offerings while engaging over 500 travel advisors. This event reinforced Tourism WA’s commitment to fostering lasting connections within the travel industry.

As Western Australia continues to recover and grow as a global tourism destination, events like the roadshow play a crucial role in fostering collaboration, encouraging new business opportunities, and ensuring that the state’s tourism industry remains competitive in the international market.