By Matt Zis, editor/chief of staff of Community Newspaper Group
MUCH has already been made of the Tourism WA plan to use a taxi ride to spruik our State’s holiday options to international visitors – even before the campaign launch this Sunday.
The chosen taxi driver and his lucky passengers will have their trip to destinations around WA filmed with the images used to sell the State to hoards of overseas tourists.
Perth’s taxi industry may be an easy target for criticisms about “directionally challenged” drivers or long waiting times in Northbridge, but this promotion is based on an inviting experience.
Who would say no to be chauffeured to and around the State’s best locations?
Hopefully international tourists and West Australians who haven’t explored their own back yard like the idea as much as Tourism WA’s marketing people.
The taxi ride experience needs to realise their dream of a windfall reality for the State.
This a tough gig for the agency charged with promoting travel in WA, given the relative distances and costs associated with holidaying in destinations such as Broome and Ningaloo compared to favourite escapes like Bali.
Fortunately for the taxpayers who are footing the campaign bill, holidaying does not always have to be so complex or expensive.
My last trip, for example, was to Moore River – just 45 minutes from home but a world away from a regular suburban weekend.
Getaways like Moore River are no secret, given the fishing, boating and swimming activity in the river mouth.
Neither is our picturesque South West or less talked about country retreats to the north or east, including Gingin and York.
The best thing for families (apart from the cost) is that these places can be appreciated without the need to take a day off work or school.
And the best thing for Tourism WA is that it doesn’t need a clever campaign to sell the concepts to Perth people.