Tourism Western Australia‘s ‘Walking On A Dream’ brand campaign enters a new global phase, converting inspiration into bookings as Western Australia surpasses pre-pandemic visitor levels.
The next chapter of Tourism WA’s Walking On A Dream consumer campaign builds on the brand platform launched in 2022 that helped WA become the first state to achieve full tourism recovery — two years ahead of national forecasts.
The refreshed Walking On A Dream campaign invites travellers to experience Western Australia’s otherworldly landscapes through immersive storytelling and cinematic visuals. From Ningaloo Reef and the vineyards of the Margaret River Region to Perth, Rottnest Island and Mirima National Park, the creative spotlights the state’s diversity and sense of scale.
Five 30-second films and a hero 60-second version — all shot on location in WA — will roll out across key domestic and international markets, including New Zealand, the UK, China and Singapore.
The next phase of the Walking On A Dream campaign combines bold creative with strategic airline and travel partnerships to drive conversion.
Tourism WA has partnered with Virgin Australia to promote discounted and sale interstate fares to Perth and Broome. Additional upcoming campaigns with Luxury Escapes, Skyscanner and Trip.com aim to translate brand awareness into bookings.
Tourism WA Managing Director Anneke Brown said the evolution of the Walking On A Dream campaign blends storytelling with commercial strategy. The campaign also continues to celebrate Western Australia’s Aboriginal culture, reinforcing authenticity and supporting local operators across regional and urban destinations.
“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,” she said.
Western Australia welcomed a record 1,024,000 international visitors in the 12 months to October 2025 – a 17 per cent year-on-year increase that surpassed 2019 levels.
For more info, head to tourism.wa.gov.au
KARRYON UNPACKS: For travel advisors, Tourism Western Australia’s Walking On A Dream campaign provides strong marketing alignment and ready-made storytelling to support WA itineraries, particularly as global aviation capacity and international demand continue to rebuild.
