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Australia’s vast distances from west to east coasts, typically means most visitors to the country prioritise the east coast for their travels, aspiring for the touristic photos with either the iconic Sydney Opera House, the Great Ocean Road or the Great Barrier Reef. Ironically, none of these iconic landmarks were named the number one place to visit, but Margaret River – a town in the south-west of the wildflower state took the trophy. The badge of honour was awarded as the best place to visit in the Asia-pacific for 2019 by travel authority, Lonely Planet – trumping other idyllic places in New Zealand and Singapore.

It marks the first time an Australian tourism spot has taken the top award in fifteen years and according to Tourism WA, in the year ending December 2018, Margaret River alone had 1,690,800 visitors - an increase of 8.9 per cent on the previous year.

The New Sporting Capital

This accolade brings Western Australia even more into the spotlight.

Perth has recently taken the sporting capital crown from Melbourne (the original sporting capital) after hosting impressive crowd-pleasing events including the recent 2^nd game of the State of Origin which attracted 15,000 interstate visitors. Other blockbuster slate of fixtures includes the English soccer giants Manchester United and Leeds United heading to Optus Stadium next month, followed by Perth’s first Bledisloe Cup match between the Wallabies and All Blacks in August. These are all on top of the weekly AFL fixtures. Heading into summer, the Fed Cup and ATP World Cup will bring the world’s best tennis stars to Perth as well as the ICC Women’s T20 World Cup.

The McGowan government will continue to seek out these world class events with recently expressing interest to bid for Australia to host the FIFA Women’s World Cup as well as potentially steal the NRL grand final from the east coast in 2021. As interstate visitors are spending an average $1006 for every trip and international tourists splashing out $2280 each visit, these events will result in a healthy injection of tourism into the local economy and will mark 2019 as the biggest year on record in sport for WA.

Local Tourism At Its Finest

Perth, Margaret River and their surrounding cities have received some serious praise in the past months, with over 900 media mentions across broadcast, online and print in the past month alone. With the cities hosting events such as Gourmet Escape in Margaret river, Truffle Kerfuffle, Jazz by the Bay in Dunsborough, the Drop Music Festival in Busselton and the Margaret River Pro to name a few, it is easy to understand the reasons why people from all over Australia and the world are taking time out to visit. Local hoteliers and Perth based tourism providers are also taking advantage of the increased exposure to WA tourism as their businesses thrive.

Perception And Reputation

Interestingly, the reputation and perception of Perth has also been a talking point in recent months with discussions around the quality of Perth for a place to live, work, visit, study and/or invest. These conversations have been particularly apparently across online channels with 67 per cent of media mentions occurring from 1^st April through to 30^th June 2019. Mentions across press were a distant 2^nd with 30 per cent during this period. Despite there being largely positive views of Perth held by those who live outside WA, the Committee for Perth states Perth residents are slow to recommend the city to outsiders.

If you’d like to understand the media lens on any topic, brand or audience, get in touch with us today. 

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How is media coverage shaping views of Brisbane 2032 and its global impact?

The stories that resonate, whether it is a stadium cost blowout, a community campaign to preserve green space, or the push to include Australian Rules Football in the program, capture how Australians are gearing up for a once-in-a-generation Games. These specific, contested, and human stories shape the narratives across news and social media and ultimately reflect how the country is experiencing and remembering Brisbane 2032.

Leading Topics: News vs. social

The difference is while the news media is overwhelmingly concerned with the logistics of the Games, the public is more interested in its social and economic consequences.

On social media, the conversation is a mix of excitement and concern, with a strong focus on what the Games will feel like. Discussions about social impact and economic outcomes are prominent, as people debate everything from housing affordability to the potential for new community arts programs.

In the news, the narrative is far more narrow. An incredible amount of the coverage is dedicated to infrastructure, with a particular focus on the cost and controversy surrounding the main stadium. The second-largest topic is the political jousting that accompanies these infrastructure debates.

The most discussed stakeholders are institutions and communities, not individuals

While politicians dominate the news, what's making a real impact on social media are the communities and institutions at the heart of the conversation.

In the news, the most-quoted voices around Brisbane 2032 are overwhelmingly political figures, led by the Queensland Premier and Deputy Premier. Much of the coverage has centred on Premier Crisafulli’s media appearances, including a notable stop at Rockhampton’s Fitzroy River to promote plans for a feasibility study into using the site for rowing events despite concerns about crocodiles and currents.

The Deputy Premier, meanwhile, has been most prominent for his push to build a new stadium at Victoria Park. That proposal has fuelled debate over whether Brisbane 2032 is shifting away from being a sporting project to a political land grab. The discussion is further sharpened by Queensland’s reported shortage of tradies, with calls for urgent measures to recruit more skilled workers to meet the surge in construction and infrastructure demand tied to the Games.

Even Donald Trump makes an appearance in the coverage, with Brisbane’s bid to host the Quad Leaders’ Summit drawing headlines and gaining the support of Prime Minister Albanese.

On social media, the conversation is being shaped largely by organisations and grassroots communities. Victoria Park, now at the centre of the stadium debate, has become a focal point for how people see the legacy of Brisbane 2032, and Queensland more broadly. Campaigns to preserve the green space are gaining traction, amplified both by smaller local outlets such as The Westender and by national publications including ABC and The Guardian.

Defining "legacy": The public hopes and media narratives

The term "legacy" represents the most significant challenge in the Brisbane 2032 narrative, as the data reveals a mismatch between the public's focus on experience and the media's framing of cost and conflict.

On social media, the legacy conversation is aspirational and driven by the sporting theme, where discussions about preserving green spaces like Victoria Park highlight a desire for tangible, long-term community benefits. Other cities are also seizing the aspirational momentum of events like Brisbane 2032, with figures such as Gold Coast Mayor Tom Tate using social media to highlight for hyper-local audiences the potential returns on investing in this opportunity. News coverage frames legacy as a political and economic undertaking, dominated by the cost of stadiums, the allocation of funding, and the political conflict between the government and its opposition.

Framing the use of the Fitzroy River as an opportunity for sustainability or presenting construction timelines as local job creation makes the connection between political debates and the community and sporting outcomes people truly care about more resonant, while also painting a positive vision for the legacy of Brisbane 2032.

Specificity wins: Vague PR is ignored, detailed stories drive engagement

Generic ‘good news’ posts or Olympic press tend to generate weaker engagement The content that captures public attention is highly specific, and often human-centric or controversial.

On social media, the most engaging content included the debate around HYROX judging standards, the passionate campaign to include Lawn Bowls in the games, and celebrating the specific achievements of individual swimmers.

In the news, it’s not the general updates that resonate, but detailed reports, whether on cost blowouts at specific venues, the impact of turning a local river into an Olympic event site, or the campaign to include Australian Rules Football in the program.

Media moments and narratives gain traction when meaning is applied. Shift content strategies from generalities to detailed storytelling, focus on journeys, the tangible impact of a new community facility, or a transparent explanation of a complex issue for example. The battle for the hearts and minds of the public ahead of Brisbane 2032 will be won in these details.

See how the right analysis can help you anticipate risks, shape messaging and connect with your audiences. Request a free demo.

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