THE Western Australia state government, through its tourism agency, has announced an expanded cooperative marketing agreement with budget airline AirAsia in Malaysia.
Making the announcement at AirAsia’s global headquarters RedQ, Western Australia Tourism Minister Paul Papalia said the agreement aimed to further promote the state’s tourism highlights in markets such as Malaysia, India, China and Japan.
The deal, worth A$1 million (RM2.87 million), has the potential to bring thousands of holidaymakers to the state.
The agreement will see joint marketing campaigns developed to promote affordable flights to Western Australia, including flight deals, print, television, radio, cinema and online advertising.
The deal forms part of the expanded A$12 million (RM34 million) international marketing boost announced by Western Australian Premier Mark McGowan and Papalia in March to grow the state’s visitor economy.
It is hoped the combined campaign activity in Malaysia alone would generate more than 29,000 visitors.
“We know that well-promoted low-cost air fares are a strong drawcard for people to visit Western Australia and this deal with AirAsia will provide that in some of our important markets such as Malaysia, India, China and Japan,” said Papalia.
“Malaysia is Western Australia’s second biggest source of overseas visitors, so we know Malaysians love what Western Australia has to offer,” he said.
Speaking on the expanded partnership, AirAsia X Malaysia chief executive officer Benyamin Ismail said, “Demand for Perth and greater Western Australia is evident and the continuous support from Tourism Western Australia will enable us to push the envelope in terms of tourist arrivals through joint marketing efforts in Malaysia, India, China and Japan, where our route network is the strongest.”
The signing follows the successful launch of Tourism Western Australia’s Muslim Travel Guide, which features stunning road trip routes, itineraries, must-visit attractions, restaurants and Muslim-friendly facilities in the state.