Agenda:

Number of visitors, and where they are from

Consumer Perceptions of this region

Help you start thinking about potential things you might or can do in your business.

1

Provide an overview of the research approach here

2

3

Provide an overview of the research approach here

4

5

6

Unlike many destinations in WA, the Kimberley is perceived as truly unique

The Kimberley mood is perceived as exciting, uplifting, relaxing and above all, adventurous

There is a strong perception that there will always be more to discover in the Kimberley

In essence, the type of holiday the Kimberley offers is a unique, nature-based adventure

7

Knowledge is quite limited and fairly non-specific. The region is often seen as not only vast, but largely empty

Those with the least knowledge misperceive the area as empty, flat and dry – largely desert, the ‘Northern Nullabor’

Those who have a little more knowledge find it a unique and appealing destination, but still see it as requiring extensive time, planning and resources

Once shown the Kimberley offer, appeal increases – the landscape is far more appealing than first thought (particularly water) and there is a strong perception of uniqueness and ‘more to do than I thought’

8

9

The appealing attractions of the Kimberley fit with the common themes we hear are appealing about a lot of WA destinations:

Water (we often hear coastal appeals)

Nature

Wildlife

Local food and produce

Given the low levels of knowledge of or misperceptions about this destination, there are a number of appealing features of the Kimberley that are not associated with this region. A lot involves water – and not surprising given the perception the Kimberley is a dry dessert.

10

It’s ‘uniqueness’ is motivational.

11

13

14

15

The Kimberley –

CostExpensive

Time (experience density)Distance away but also density is an issue in terms of distances between, rather than number of experiences. The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks

KnowledgeThe misperceptions mean some consumers don’t know enough to get them across the line on a holiday here.

16

A bit hard

17

Density

• A sufficient number of experiences

• Helps increase the time in or repeat visitation to the region

Diversity

• Different types of experiences

• Broadens the audience

Uniqueness

• 3 levels:

• Contextual

• Singular

• Iconic

• The ‘hook’ for visiting

18

19

20

When asked 83% of potential domestic visitors would prefer to visit both the Kimberley and Broome on the same holiday.

21

22

23

24