The state government is banking on new European marketing deals to help boost tourism here in WA.

The deals target the UK, Germany and Switzerland. Visitors from those places already holiday here and say our state is beautiful but expensive.

Elizabeth Quay is just one of the many features around WA that will be plastered across Europe as part of six new marketing deals to promote the State.

They'll be played on TV, radio, social media, online and in cinemas, with ads being put in shopfronts, catalogues and digital signage.

The deals are the second phase of a $12 million commitment from the state government, which until now has focused on Asia.

"We already get around 135,000 Brits, 32,000 Germans and 12,000 Swiss visitors a year - the aim here is to boost that significantly," Tourism Minister Paul Papalia said.

The ads will try and draw visitors to places in all regions of WA, including Margaret River, Esperance, Rottnest and Ningaloo.

Several international visitors say they're excited about heading to some of those locations, but they have noticed some things that aren't so pleasant, like the cost.