Western Australia’s visitor economy has surged 35% from 2019 (pre-COVID) figures – driven in part by a boom in luxury travel.
Images: Crown Perth
According to Tourism WA, travellers spent $17.7 billion in the year ending September 2024, of which $7.8b (44%) was spent in the regions.
CCIWA Corporate Member Crown Perth says this marks a shift in how the State is selling itself to the world’s highest-spending travellers.
“Perth has been on the right trajectory to target luxury travellers for some time now,” says Crown Perth Interim CEO Brian Pereira.
“It’s wonderful to see this strategy bringing new and diverse travellers to the State.”
A new kind of traveller
Singapore has emerged as a top market for the sector in recent years, following Tourism WA’s ‘Walking on a Dream’ campaign launch in 2022.
Tourism WA has also been targeting high-end travellers from the United Kingdom, New Zealand, the United States, Malaysia, China, Hong Kong, Japan, Germany, Switzerland, Italy and France.
Luxury travel is evolving fast, Pereira says, with guests now favouring elevated, bespoke experiences.
“What is clear is that these visitors come for the pristine environment, incredible food and beaches, and fresh air we offer in our beautiful State,” he says.
“Consistent feedback shows guests love curating their own staycation experience where they stay, dine, play and even catch a show, all in one place.”
Bringing high-end hospitality to life
As WA’s only fully integrated resort, Crown Perth plays a central role in delivering luxury experiences.
Pereira says the resort is continually evolving to include new dining experiences, spa upgrades, events like Sun Sets by the Crown Towers pool, shows, cultural activations, with more developments are in the pipeline
“We’re never standing still. Our goal is to exceed expectations,” he says.
Barriers to growth remain
Workforce shortages are easing, helped by new skilled migration agreements. But operating costs remain the top concern for tourism and hospitality businesses, CCIWA’s March Business Confidence Survey finds.
Another ongoing challenge is the perception that WA is isolated.
“We want to help change that narrative,” Pereira says. “Perth isn’t isolated – it’s the most connected Australian city to Asia and the rest of the world.”
Positioning Perth on global luxury map
Increasing direct flight links to 20 different international destinations has helped reframe Perth as a global gateway.
These include connections to London, Rome, Paris, and major Asian cities such as Tokyo, Shanghai and Guangzhou.
The WA Government’s goal is ambitious: grow the visitor economy to $25 billion by 2033. If the State continues to back luxury travel, the trajectory suggests it’s within reach.
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