The article by Baz Dreisinger flatters Perth, describing it as an ‘easy, breezy, green and pristine’ city that is ‘positively liveable’.
During Dreisinger’s visit, the Swan Valley is mentioned as a perfect day trip for visiting wineries and breweries.
‘Before leaving, I took two short day trips to Perth’s neighbouring mini-worlds. Historic Swan Valley ” not in fact a valley but a charming 20-mile loop ” is the closest wine district to any Australian capital.
‘There are century-old heritage buildings, along with worthy Aboriginal sites, but the primary attraction is worth signing onto a bus tour for: 41 boutique wineries, five microbreweries, two distilleries, even two chocolate factories, good for staving off a hangover.’
The New York Times is the second most widely circulated paper in the United States, with a readership of nearly 1.9 million daily and a strong online presence.
City of Swan chief executive Mike Foley said the article was excellent exposure for the region which currently enjoys great recognition in the local market but very little overseas.
‘This type of exposure shows a growing interest in WA away from the traditional US favourites of Sydney, Ayers Rock and the Great Barrier Reef,’ he said.
‘It indicates a maturity in the market which shows second-time visitors looking to broaden their travel experiences in Australia.
‘For the Swan Valley, it shows how the region is considered a ‘must-see’ attraction of Perth.’
The US market is a top-10 source market for Perth, with many visiting on cruise ships or as part of US military visits and many of these visitors take day trips to the Swan Valley.
The City of Swan is working to increase visitation from many international markets and in particular will target the US market through increased promotion to cruise ship passengers.
The Swan Valley attracts 2.1 million visits per annum and generates $284 million in visitor expenditure.