Western Australia's international tourism sector has achieved a major milestone, with visitor numbers and expenditure now officially exceeding pre-pandemic levels. New data reveals a powerful resurgence that signals a full recovery for the state's vital tourism industry.
A Landmark Recovery for Visitor Numbers and Spending
The latest International Visitor Survey results for the year ending December 2023 show that 798,000 international travellers chose Western Australia as their destination. This figure not only represents a significant rebound but importantly surpasses the 2019 pre-COVID total of 792,000 visitors.
Even more striking is the economic impact. International tourists spent a record $3.1 billion in the state during 2023. This spending level has roared back, matching the peak expenditure last seen in 2019, demonstrating that high-value travellers have returned in force.
Key Markets Driving the Western Australian Boom
The recovery has been powered by several crucial international markets. The United Kingdom has solidified its position as WA's top source of international visitors, with 154,000 UK travellers arriving in 2023. This represents a complete recovery to 98% of pre-pandemic numbers from this key market.
Other major contributors include:
- Singapore: Visitor numbers reached 90% of 2019 levels.
- Germany: A strong performer, achieving 93% of pre-COVID visitor numbers.
- New Zealand: While still at 65% of 2019 levels, this market continues its steady recovery.
Tourism Council WA Chief Executive, Evan Hall, welcomed the data but issued a note of caution. He emphasised that while the overall numbers are positive, the recovery remains uneven across different visitor segments and regions within the state.
Challenges and the Path Forward for Sustainable Growth
Despite the headline success, industry leaders point to ongoing hurdles. Mr Hall highlighted that the recovery in international tourism has been primarily driven by the holiday and visiting friends and relatives (VFR) segments. He noted that the crucial business travel sector is still lagging significantly behind, which has a knock-on effect on hotel occupancy rates, particularly in Perth's CBD.
The state government, through Tourism Minister Rita Saffioti, has celebrated the results. Minister Saffioti credited strategic marketing campaigns and improved aviation access for the strong rebound. She pointed to the success of the 'Walking on a Dream' tourism campaign and the return of vital direct flight routes as key factors in attracting international tourists back to Western Australia's unique experiences.
Looking ahead, the focus for industry and government is on converting this recovery into long-term, sustainable growth. This involves continuing to secure direct international flight connections, supporting tourism businesses across all regions of WA, and adapting to evolving traveller expectations in a competitive global market.
