Destination planning Destination Perth

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Case Study : Destination Perth

Developing Perth's visitor economy 

The Project

Tourism Council WA is the peak body representing tourism, businesses, industries and regions in Western Australia. Place Match worked closely with Tourism Council WA to create Destination Perth; a comprehensive strategy that provides targets to double its visitor economy, create new jobs and make Perth one of Australia's top four tourist destinations for international visitors. Destination Perth may be downloaded from the Tourism Council WA website:

Our Role

Place Match consulted with key stakeholders and prepared Destination Perth based on findings and comprehensive tourism industry research. This included:

  • Developing Perth's Place Proposition and visitor promise
  • Understanding Perth's strengths and opportunities and where it is heading
  • Developing strategies for Perth to:

- become a demand destination
- grow and expand its international, interstate and intrastate visitor numbers
- address accommodation and venue capacity for visitor growth
- provide improved visitor experiences and extraordinary events.


The strategy will be Tourism Council WA's key marketing tool for Perth and assist in building a collaborative and consistent marketing approach to develop Perth's brand and visitor offer. Destination Perth was launched on 24 March 2014 was well received by industry, government and the media.

Media coverage:

  • Stakeholder engagement
  • Visioning
  • Tourism development
  • Strategic planning
  • Destination marketing