Tourism Western Australia Refreshes Global Marketing Approach Across Key Markets

Why It Matters

The upgrade positions Western Australia to capture higher‑value visitor spend in fast‑growing Asian and Western markets, accelerating its ambition to become a $16 billion tourism engine within a decade.

Key Takeaways

• Campaign refreshed for 13 international markets including Singapore, UK, China
• New film features symphony version of “Walking On A Dream”
• “The Dreamers” ambassadors showcase nature, food, culture, outdoor experiences
• WA aims for $16 bn tourism economy by 2033
• 2022 campaign helped generate $2.2 bn visitor spending in 2025

Pulse Analysis

Western Australia’s tourism sector has rebounded dramatically since the pandemic, with visitor arrivals climbing to 1.1 million and tourism receipts reaching roughly US$2.2 billion in the year to December 2025. That momentum was sparked by the original "Walking On A Dream" campaign launched in 2022, which leveraged the state’s rugged landscapes and unique cultural assets to re‑establish WA as a must‑visit destination for overseas travelers. The success underscored the power of cohesive branding and high‑impact storytelling in a market where competition for leisure spend is fierce.

The latest campaign iteration deepens that narrative by introducing a cinematic film scored by the West Australian Symphony Orchestra and Aboriginal vocalist Billy‑Jo Shoveller, marrying contemporary music with Indigenous heritage. Simultaneously, the "Dreamers" ambassador cohort—spanning experts in nature, gastronomy, culture and adventure—will generate destination‑led content tailored to each of the 13 target markets, from Singapore and New Zealand to the United Kingdom and China. On‑the‑ground activations, such as the partnership with Singapore’s Drinks & Co, create tangible touchpoints that translate brand awareness into trial and, ultimately, bookings.

Strategically, the refresh aligns with Tourism Western Australia’s ambition to grow the sector to an estimated US$16 billion contribution by 2033. By diversifying its market mix and emphasizing authentic, experience‑driven storytelling, the campaign aims to attract higher‑spending visitors and extend average length of stay. For the broader tourism industry, WA’s approach illustrates how a well‑executed brand evolution—backed by localized partnerships and cultural authenticity—can accelerate economic impact and set a benchmark for destination marketing worldwide.