Following its successful launch in 2024, Tourism Western Australia in partnership with Tourism Council WA has announced the return of the industry recognition program, The Dream Collective Western Australia.
The program promotes and showcases WA’s best tourism operators and experiences through enhanced brand exposure, digital marketing, public relations support, and industry development initiatives to help drive business excellence among the state’s tourism industry.
West Australian operators are invited to apply now to be a part of the 2025 Dream Collective cohort, with applications closing on 5 June 2025.
Last year’s inaugural program delivered significant benefits for participating businesses who received extra promotion through Tourism WA’s activities, including unique public relations opportunities, and direct connections with high-value travellers through multiple campaigns.
Businesses in The Dream Collective WA reached more than 2.3 million domestic high-yield travellers through Tourism WA’s digital and social media campaigns, which also drove 42,000 visits to westernaustralia.com, where operators were further showcased.
Additionally, more than 250 familiarisation tours involving 63 businesses from the program helped build first-hand advocacy for WA’s tourism products and drive media coverage in key visitor markets for operators.
Digital collaborations with influencers resulted in more than 100 content pieces featuring Dream Collective operators which were viewed by a combined audience of over 350,000, while targeted email campaigns connected with 85,000 national and international subscribers.
The Dream Collective WA continues to elevate the visitor experience while ensuring alignment with Western Australia’s Walking On A Dream global destination brand. With its return in 2025, the program will build on its inaugural success, offering even greater opportunities for WA tourism operators to grow, innovate, and shine on the global stage.
Tourism WA Managing Director Anneke Brown said it was exciting to see how well the program had performed in its launch year.
“The Dream Collective WA has delivered incredible exposure and tangible benefits for participating operators, with the program helping to grow WA tourism businesses, while showcasing Western Australia’s world-class tourism industry and reinforcing our reputation as a must-visit destination.”
Tourism Council WA CEO Evan Hall said The Dream Collective showcased tourism businesses that had invested in high quality, award-winning, sustainable and accessible tourism experiences.
“These businesses have the highest online reputation and are the best ambassadors for Perth and regional destinations,” Mr Hall said.
“The Dream Collective has given these businesses major exposure to discerning interstate and local visitors, driving leads and bookings across Western Australia.”
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To be included in the program each year, operators must meet eligibility requirements and be successful in annual evaluations across a set of criteria covering customer reviews, website and online platforms, marketing and social media activity, training, accreditation, and awards, with a special focus on sustainable and inclusive visitor experiences.
Apply for The Dream Collective at wadreamcollective.com
View the program guidelines at tourism.wa.gov.au
Program background
To be considered for inclusion in The Dream Collective, tourism operators must meet the eligibility requirements and participate in an annual evaluation process across a set of criteria.
Tourism WA has created a custom tool to assess businesses across the weighted criteria which incorporates a range of categories including independent customer reviews, website and online platforms, marketing and social media activity, training, accreditation and awards.
Tourism operators will need to meet a scoring threshold based on these criteria to be selected for inclusion in The Dream Collective.
Agency background
Tourism WA is the WA Government agency responsible for promoting Western Australia as an incredible holiday and events destination. Our role is to inspire more people to visit WA from Australia and around the world.
We do this by marketing the state to the world through innovative campaigns; developing, attracting and promoting major sporting, arts, cultural and business events; working with government and the tourism industry to improve access, accommodation and tourism experiences for visitors; and by informing and empowering the WA tourism industry through sharing key insights and global trends, building stakeholder relationships and providing leadership to the sector.
