Remember the eerie quiet of 2020? That feeling of checking your booking system and seeing nothing but empty space? It feels like a different lifetime, and the latest government figures prove it. WA is officially back on the international map, hitting 99.5% of our pre-COVID visitor numbers.
It’s fantastic news. A round of applause for everyone in the industry who toughed it out. But here’s the tough-love question I want you to ask yourself: Are you celebrating the statistic, or are you capturing the customer?
A rising tide lifts all boats, as the saying goes. But it only lifts the boats that are actually in the water, ready to sail. Having 991,000 international visitors land at Perth Airport is one thing. Getting them to drive to your door, click on your website, or book your tour is another thing entirely.
What This “Good News” Really Means for You
Let’s cut through the government-speak and look at what these numbers mean for your business on a Tuesday morning. The data shows a massive influx of potential customers, but they aren’t a faceless mob. They are specific people from specific places.
Here’s the breakdown:
- The Big Picture: We’ve welcomed 991,000 international guests in the last year. That’s nearly a million new opportunities to make a sale.
- Key Growth Markets: We’re seeing huge interest from Japan, the USA, the UK, and India.
- The Big Spenders: China has become our top market for visitor spend, with 71,400 visitors spending a whopping $488 million.
- Don’t Forget a Mate: Interstate visitation is also up 12%, the second-highest growth in the nation. Your cousins in Melbourne are looking West again!
It’s easy to read this and think, “Great, the phone should start ringing more.” But hope isn’t a strategy. Your competitors are reading the exact same news. The real question is, how do you turn this macro-economic recovery into your own micro-economic boom?
Your 3-Step Action Plan to Capitalise Now
This isn’t the time to sit back and wait. This is the time to be proactive and make sure that when these new visitors are searching for “things to do in WA,” they find you first. Here’s what you can do today.
- Re-Audit Your Target Audience. Does your marketing still speak to the post-COVID domestic traveller? Or have you updated it for a Japanese family, an American adventurer, or a high-spending couple from Shanghai? Look at your website imagery, your tour descriptions, and even your pricing. Does it align with the new mix of visitors who are actually here?
- Stress-Test Your Digital Front Door. When was the last time you Googled your own business from an incognito window? Your website, your Google Business Profile, and your social media are your shopfronts for these international visitors. Are your opening hours correct? Are your reviews recent and positive? Is it painfully obvious how to book? Get the fundamentals right before you even think about flashy ads.
- Sharpen Your “Why You” Story. The market is getting competitive again. Everyone is fighting for a slice of this new, bigger pie. Why should a visitor choose you? Is it your service, your unique location, your sustainable practices? This isn’t fluff—it’s the core of your marketing message. Make sure that message is crystal clear on every single platform.
The government and Tourism WA have done their job of getting people on the plane. Now, our job—as operators—is to give them an unforgettable reason to get in the car and come to us.
The opportunity in front of us is immense. It’s time to shift from a recovery mindset to a growth mindset. If you’re struggling to connect the dots between these big visitor numbers and your own booking numbers, don’t just hope for the best. Building a bridge from prospect to paying customer requires a clear plan. If you want help drawing that map, my team at SATM is ready to get to work.
