The roadshow offered valuable opportunities across the entire tourism ecosystem, including the opportunity for the WA industry to strengthen relationships with leisure and MICE partners.
“Tourism WA is committed to delivering unforgettable experiences that cater to the diverse interests of our travellers – be it leisure, business or MICE travellers,” said Melissa Forbes, executive director of marketing for Tourism WA.
“Highlighting the best of our state’s natural beauty, vibrant culture and unique experiences, the trade mission was an invaluable opportunity to connect with key stakeholders, present our latest offerings and further open up Western Australia to Malaysian and Singaporean visitors, especially with the introduction of direct flights from Singapore to Broome.”
The Malaysian legs drew 67 MICE and corporate travel agents and 29 in Singapore, representing 49 per cent of total travel agent attendance.
Three WA operators promoted business travel packages. Optus Stadium promoted events for up to 2,000 guests; Sea West WA highlighted private boat hire for corporate events; and Perth Bridge Climb and Zip presented activities for business travellers on and around the Perth bridge.
“Many of the WA delegates further highlighted MICE and business travel interests, including Business Events Perth, ground operators, accommodation providers and tour operators,” said Forbes.
Attendees also showed interest in day tours, cruises and authentic Australian wildlife experiences.
Jetstar Asia’s seasonal twice-weekly flights between Singapore and Broome offer direct access to northwest WA, drawing interest in new attractions such as pearl farming.
In the southwest, the popular Margaret River region is complemented by the new Marine Discovery Centre at Busselton Jetty – immersive experiences may be included in group tours.
Easy air access is a travel boon. There are more than 50 direct flights weekly between Singapore and WA by full-service and low-cost carriers, with the former totalling 35 flights. Malaysia also has a strong capacity mix, with 12 full-service flights weekly.
“The presence of low-cost carriers on these routes offers more options with flight times and air access capacity for both MICE and leisure travellers,” noted Forbes.
Jessy Yeong, manager of MICE, Holiday Tours and Travel in Malaysia, said: “Western Australia’s premium offerings, from its pristine landscapes to world-class facilities, make it an ideal destination for MICE groups.
“The latest experiences showcased during the trade mission helped us get up-to-date with new offerings, giving us a clear idea of how to enhance our services for clients seeking curated and memorable travel experiences.”
