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Published on 23rd May 2019

How Perth is rebranding itself as travel hotspot

Most who have travelled to Australia or are planning to take the trip down under are fairly familiar with the major destination trifecta: The Gold Coast, the surfers dream; Sydney, the postcard city of Australia; and Melbourne, the coffee lovers’ haven.

Perth, the capital city of Western Australia – the largest state in the country, has been shunned by international and interstate travellers for being too far from the popular eastern state cities. With the sky-high pricing of flight tickets for the five-hour commute to the other side of the country and the lack of Perth’s hotel availability and attractions, it has long been referred to as the “world’s most isolated city” and ignored by travellers and tourists alike.

Perth is one of Australia’s youngest cities, and as a result has been burdened with the reputation of being small and boring with a distinct lack of Australian history and culture. Now, the once forgotten city of the great red country is rising from the ashes and slowly making its way onto many more international travellers’ bucket lists as it breaks through the old prejudiced reputations.

The capital of Western Australia has grown considerably within the beginning of the twenty-first century, and with such a population and job growth comes an increase in infrastructure, the hotel market, attractions, and word-of-mouth recommendations. The city is now bigger and better than it ever was, and more people are hearing about its sunny warm weather, pristine white beaches, snorkel friendly reefs and islands, and unique modern attractions; ultimately boosting the marketing and tourism campaigns world-wide.

Taking ownership of its natural beauty and modern aesthetic, Perth is now rebranding itself to the world as a summer hotspot, with most attractions and experiences at its peak during the blissful sunny weather. This is enticing globe trotters and wanderers to visit the sunshine state of Australia and experience some of the best weather in the country.

The natural beauty of Western Australian wild flowers can be seen in their most spectacular form during the months of September and November, while the rest of the visitation period is at its best during the summer months from December to February. A key attraction that is on the bucket list of each Perth dreamer is the vibrant and newly constructed Elizabeth Quay on the shore of the infamous Swan River, next door to the Central Business District. Perth has aligned itself equally with the summer-culture of the down under and the trendy innovations of the Australian millennial population through the implementation of pop-up bars and clubs that are found on the east coast.

The city has also capitalised on the natural beauty of its once-in-a-lifetime beaches and islands – such as Rottnest Island, the home of the Quokka selfie, the Rottnest Swim, and some of the best snorkelling reefs in the country – and key locations such as the Kings Park Botanical Gardens, a 400.6-hectare park that provides stunning panoramic views of the magnificent Swan River and the Central Business District. With a mixture of grass and bushland, the park is also the central War Memorial for the service men and women who died in World Wars I and II. With Kings Park Botanical Gardens; the Fremantle Prison constructed in the 1850s; the Round House constructed in the 1830s; the Art Gallery of Western Australia showcasing a blend of modern and Indigenous artworks; and the Fremantle Markets offering a wide range of handmade crafts, food and beverages, Perth has rebranded itself as the gateway city to Australian culture and history.

The city has been increasingly campaigned as the key point of access to many of Australia’s natural wonders, such as the uniquely shaped Wave Rock, the scenic desert featuring the iconic Pinnacles, the picturesque and historic food and wine regions of Swan Valley and Margaret River, the largest rock in the world known as Mt. Augustus, and of course the beauty of the Pilbara.

From natural water holes found in national parks up in the Pilbara, to riding camels on the white sand stretch of Cable Beach, Perth is indeed the gateway to many of the true-blue must do Australian experiences.

Not only has Perth now rebranded itself a leading destination competitor for all travellers far and wide, it has also gained significant popularity with international students. The state of Western Australia successfully campaigned itself as a city offering a unique study environment that is still in the same time-zone as many students’ home countries. Sharing the same time-zone as sixty-percent of the world’s population and only being a short flight from many Asian cities, students studying abroad in Perth can easily keep in touch with family and friends; whom are also easily able to come visit on school breaks.

This competitive advantage held over the eastern states has seen Perth’s international student and tourism visitation numbers rise exponentially, as more and more realise the ease and benefits of studying in Perth’s highly ranked and welcoming universities compared to other cities such as Melbourne and Sydney.

“The world’s most isolated city” is no more. The sunny capital of Western Australia has marketed itself in a light that showcases each of its features to appeal to different demographics and traveller markets, making it one of Australia’s newest hotspots. So, add it to your bucket list and go beach-hopping and bar-crawling this summer in one of the world’s fastest growing cities.