Tourism Western Australia has unveiled new creative for its Walking On A Dream global brand campaign to drive more bookings and visitors to Western Australia.
The global marketing campaign continues to inspire travellers to visit Western Australia and explore the awe-inspiring destinations and experiences that make the state a wondrous, otherworldly, and dream-like place to explore.
First launched in 2022, Walking On A Dream has played a key role in driving Western Australia’s tourism recovery, with WA the first Australian state to achieve the full return of overseas travellers—ahead of all other states and territories, and two years ahead of national forecasts.
Western Australia welcomed 1.024 million international visitors in the 12 months to October 2025, representing a 17 per cent year‑on‑year increase and surpassing the previous record of 996,000 international visitors set in 2019.
Since 2022, Walking On A Dream has been used in aviation and trade partnerships, broadcasted events and advertising campaigns across the state’s 13 key international and domestic visitor markets.
The campaign invites travellers to explore Western Australia’s otherworldly landscapes—from the Ningaloo Reef on the Coral Coast, the vineyards of the Margaret River Region in Australia’s South West, the iconic Perth city skyline, Optus Stadium and the idyllic Rottnest Island and Mirima National Park in Australia’s North West—through immersive films and unique experiences.
Tourism operators will continue to benefit from both the global reach of this next chapter of the campaign and the emphasis on local, unique experiences, helping convert visitor interest into tangible economic outcomes for regional and urban destinations alike.
Tourism WA Chief Executive Officer Chad Anderson said the latest Walking On A Dream assets demonstrate the best of WA’s creative and tourism industries.
“This new creative exemplifies the synergy between creative industries and tourism, showcasing the extraordinary experiences our state offers, with its pristine coastlines, unique landscapes, and world-class food, wine, and culture. By daring to dream bigger and bolder with how we position Western Australia on the global stage, we can ensure visitors know that when they come to our state, they are sure to feel like they are Walking On A Dream.”
Tourism WA Managing Director Anneke Brown said the evolution combines bold creative with strategic partnerships to generate visitation and support local operators.
“Walking On A Dream encourages visitors to step into Western Australia’s unique spirit. Beyond captivating imagery and music, it’s designed to convert inspiration into action, driving bookings and delivering economic returns to the state’s tourism industry.”
The campaign continues to celebrate Western Australia’s Aboriginal culture, developed in consultation with Aboriginal tourism operators and Traditional Owners of shoot locations, that every part of the natural world is connected.
It launches with five 30-second films and a 60-second all-of-state version, filmed entirely on location in Western Australia with a predominately local crew, and will roll out across WA’s key markets including Australia, New Zealand, the United Kingdom, China and Singapore.
Complementary film assets that include additional locations and experiences have been created for trade partners across Western Australia’s 13 key domestic and international markets.
Alongside the next phase of the campaign, Tourism WA has partnered with Virgin Australia to launch a campaign offering discounted interstate flights to Perth and sale fares to Broome and Kununurra. The sale is being promoted nationally to encourage travellers inspired by the brand campaign to book their own Western Australian adventure, with Perth fares starting at $179 one-way.
Additional travel partner campaigns will launch over the coming months, including Luxury Escapes, Skyscanner and Trip.com, all working together to drive future bookings to Western Australia.
Find out more and view campaign assets on westernaustralia.com/walkingonadream
Western Australian businesses involved in the campaign
- Laura the Explorer
- Deep Woods Estate
- Live Ningaloo
- El Questro
- Optus Stadium
- Warrang-Bridil
- Koomal Dreaming
- Baiyungu Dreaming
- MG Corp
- Grandstand Agency
- Blak Tapas Cafe and Catering
- Base Imagery
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 our 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.
