Tourism Western Australia has wrapped its Dream Western Australia Roadshow 2025, bringing 25 top tourism operators face-to-face with more than 500 travel advisors in Sydney, Brisbane, Melbourne and Auckland.
Held over four days from 19 to 22 May, the bi-annual roadshow offered the latest updates from across the state, including new product from members of the Trade Ready Introduction Program (TRIP), designed to help WA operators break into new markets via trade partnerships.
Sydney agents also heard from Tourism Western Australia’s new Managing Director Anneke Brown, who used the opportunity to underline the organisation’s support for the travel trade and highlight tourism’s role in WA’s economic recovery.
What agents learned
The 2025 roadshow was designed to give agents valuable first-hand insights into the breadth of experiences across Western Australia, from the Kimberley and Coral Coast to Margaret River and the South West.
Several of the exhibiting operators were recent graduates of TRIP, Tourism WA’s program that prepares emerging businesses for working with international markets and the Australian trade. For many, the roadshow was their first opportunity to showcase their products to agents outside WA.
Businesses on the ground included familiar names like Journey Beyond, APT Travel Group, Cable Beach Club Resort & Spa, Sea West and Ultimate Winery Experiences Australia, alongside smaller operators such as Pemberton Discovery Tours and Dabungool Cultural Experiences.
New leadership, same commitment
Anneke Brown’s address in Sydney marked her first major industry engagement since stepping into the MD role earlier this year. While no new initiatives were unveiled, Brown reaffirmed Tourism WA’s commitment to working closely with advisors, particularly on the east coast and in New Zealand.
The agency continues to position trade as a central pillar in its domestic and international strategy, citing its role in driving visitation and dispersal to lesser-known regions.
Prizes, pearls and a Kimberley cruise
To sweeten the mix, advisors had the chance to win a stack of WA experiences and goodies, including wine, accommodation and tours. The top prize, a Kimberley cruise with PONANT, went to three lucky winners:
- Nancy Tin from Peggy Travel (Sydney)
- Donna Elliott from Tri Travel (Brisbane)
- Emma Cammarata from MTA (Melbourne)
Who was there
WA operators in attendance included Journey Beyond, APT Travel Group, Cable Beach Club Resort & Spa, Sea West, Ultimate Winery Experiences Australia, Pemberton Discovery Tours, Dabungool Cultural Experiences and more.
The roadshow will return in 2027, with dates to be confirmed.
KARRYON UNPACKS: Big names met niche gems, with strong Indigenous and regional representation reinforcing WA’s trade focus and openness to collaboration.
