Western Australia wants travellers to reassess their perceptions of WA.
In a new tourism campaign that focuses on road trips, the state urges potential visitors to view its size as a positive and not a negative.
Launched in Perth late last week, the initiative proposes that WA’s enormity provides a chance for people to experience several destinations in one journey.
"The vastness of WA is sometimes perceived as a negative, but this campaign will show visitors that road trips are actually one of the best ways to explore our scenic State,” WA Tourism Minister Paul Papalia said.
“It will encourage interstate, international and local visitors to experience all that our extraordinary State has to offer.
"A road trip is the perfect way to discover regional WA's stunning attractions, at your own pace and on your own terms.
"The campaign forms part of Tourism WA's Two-Year Action Plan, which aims to grow the number of visitors to the State and encourage them to disperse to the regions."
As well as featuring information on distances and accommodation options in the state, the campaign will highlight unique regional experiences across a range self-drive routes.
Nature will also feature prominently, including advice on the best time of year to view wildlife, such as whale watching, and flowers in bloom.
The campaign will be launched domestically and abroad, in Singapore, Malaysia, China, Germany, UK, Hong Kong, Japan, New Zealand and Indonesia.
Find out more about the Road Trip State campaign here.
Subscription successful! Thank you for subscribing.