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Perth hotels may be fully booked most weekdays but new figures paint a vastly different picture in WA's south.

The latest industry data shows hotel occupancy rates as low as 28 per cent in Augusta, 30 per cent in Pemberton and 44 per cent in Busselton.

In comparison, the rates in northern towns are considerably higher, with Geraldton at 84 per cent, Broome 79, Carnarvon 75 and Exmouth 66.

The low South West figures have prompted calls by Tourism Council WA for a new campaign to entice visitors to the regions.

Council chief executive Evan Hall said WA had the second lowest level of funding for tourism promotion among the States.

"As a result, hotels are booming in Perth and mining towns from business travel, while regional tourist towns are struggling," Mr Hall said.

"Regional tourism operators are suffering and an effective campaign to entice visitors back to the regions is imperative for the survival of regional tourism towns."

The figures are from last September quarter which, according to Australian Hotels Association WA chief executive Bradley Woods, is traditionally a time of lower demand for accommodation in southern and south-western areas.

But he said occupancy rates below 50 per cent would be of concern to tourist operators and marketing campaigns were needed to drive up the number of visitors from interstate.

"The State Government is now making a substantial investment in promoting WA's tourism regions with $7.9 million over four years, funded by Royalties for Regions, for a dynamic new marketing campaign for regional tourism, but more is needed," he said.

Mr Hall said WA was relying too much on the mining boom and was under-investing in tourism.

Tourism WA executive director of marketing Simon Burley said the group was always working to attract visitors to all regions across a range of marketing channels.