Actionable Insights from Tourism WA's 2024-25 VEER Report
Trends from this year's VEER report highlight unrealised opportunities for the state of Western Australia.
Tom Marshall - TripEasy.app
First published 19 November, 2025, 4:15 PM AWST
Each year, Tourism Western Australia (Tourism WA) conducts a comprehensive survey to capture visitors’ thoughts, expectations, and experiences from their Western Australian holiday. The results are published in the Annual Visitor Experience and Expectations Research (VEER) Report.
Our analysis of the 2024-25 VEER Report reveals five key visitor trends, that with the right approach, can be addressed immediately to bolster WA's tourism economy.
1. Friends and Family Draw Visitors to Western Australia
A surprising number of Western Australia's visitors come to see friends and family, highlighting the power of personal connections in driving both international and domestic tourism to WA.
As per the 24/25 VEER Report:
- 49% of international and 29% of interstate visitors come to see friends or relatives.
- 53% of international and 34% of interstate visitors rely on recommendations from loved ones.
This trend presents an opporunity - by empowering locals to share city place recommendations, Western Australia can use these locals as ambassadors to their friends and family to see and explore more of WA.
Action Point:
Empowering locals with tools to share destintion recommendations can support visitor journeying, and enrich visitor experiences.
2. Many of WA's Visitors Plan Trips Spontaneously
WA's visitors have a tendency to plan their things to do spontaneously using their mobile devices, even while out-and-about.
As per the 24/25 VEER Report:
- 97% of holidaymakers seek destination information during their trip
- Visitors consult an average of 3.3 sources for activity planning
- An internet search is the most common information source, used by 76% of visitors, followed by mapping websites (eg google maps) at 66%
This spontaneous planning behaviour presents an opportunity - using curated place recommendations to reduce visitor decision fatigue on what to see and do in WA. Practical place suggestions and location tracking can reduce the need for visitors to navigate multiple destination resources while travelling. A single and connected solution would allow visitors to access existing city resources more effectively, while contending as a primary information source used by travellers.
Action Point:
Using location-based technology to deliver seamless, curated recommendations can enhance visitor experiences and drive economic growth in WA’s regional areas.
3. Interstate Visitors Depend on WA’s Visitor Centres
A majority of interstate travellers use WA's Visitor Centres for itinerary planning, highlighting these centres ability to influence visitor decision making.
As per the 24/25 VEER Report:
- 51% of interstate visitors rely on Visitor Centres for place suggestions
The influence that Visitor Centres have over interstate travellers presents an opportunity to further facilitate visitor movement. To meet the needs of a more mobile-savvy visitor market, Visitor Centres can use QR codes to deliver their suggestions on mobile in a way that supports navigation. Doing this would further their ability to guide foot-traffic to target areas.
Action Point:
Embracing digital tools can be an easy pathway to modernise Visitor Centres, improve accessibility, and connect with younger, tech-savvy travellers.
4. International Visitors Stay Longer in WA
Western Australia's international visitors stay for significant lengths of time, likely influenced by the large number that travel to visit friends and relatives.
As per the 24/25 VEER Report:
- 83% of international and 64% of interstate travellers stay in WA for over a week
- 45% of international travellers stay in WA for more than 28 nights
Longer staying visitors face a considerable planning burden in figuring out what to see and do in WA, especially given the state's size and wealth of attractions. An opportunity exists to create simple and compelling calls to action that facilitate planning and sell regions as complete experiences, pairing iconic destinations with nearby activities.
Action Point:
Pairing iconic attractions with regional activities can entice visitors to explore beyond Perth, boosting tourism in areas like the North West and Golden Outback.
5. WA Creates a Strong Positive Impression
Western Australia's natural attractions, weather and its many things to see and do contribute to a lasting visitor impression.
As per the 24/25 VEER Report:
- WA achieves a Net Promoter Score (NPS) of 84
- 81% of travellers had a very memorable experience in WA
An opportunity exists to implement shareable digital artifacts—like trip summaries or interactive itineraries—that transform personal experiences from past visitors into effective word-of-mouth recommendations.
Action Point:
Equipping past visitors with shareable artifacts and clear calls to action can amplify WA’s high Net Promoter Score (NPS), driving new tourism through authentic advocacy.
Actionable Takeaways for Western Australia
Building on the above-mentioned trends from the 2024-25 VEER Report, Western Australia is in a strong position to:
- Tap Local Connections: Give locals simple digital tools to share trusted recommendations, boosting visitor interest.
- Simplify Trip Planning: Offer real-time, location-based itineraries to make exploring WA stress-free.
- Level-up Visitor Centres: Use QR codes and digital guides to connect with tech-savvy travellers.
- Highlight Regional Gems: Link major attractions with nearby spots to draw visitors to places like the Kimberley.
- Inspire Repeat Advocacy: Share digital trip summaries to encourage past visitors to promote WA.
These steps will attract more visitors to regional areas, simplify travel, and enhance WA’s global appeal.