Intro
Walking On A Dream supports the WA Government’s economic diversification agenda by attracting visitors, boosting tourism spend, and supporting tourism-filled jobs across the state—strengthening our tourism industry and contributing to a thriving economy. The campaign will be promoted across our 13 key global markets, helping to showcase Western Australia to audiences around the world.
First launched in 2022, the brand has been delivered through aviation partnerships, trade initiatives, global events and major advertising campaigns across Western Australia’s 13 key visitor markets. It was central to WA’s tourism recovery, contributing to the state becoming the first in Australia to achieve a full return of international visitation. In the 12 months to October 2025, WA welcomed 1.024 million overseas visitors, a 17 per cent increase year‑on‑year and surpassing the previous record set in 2019.
The new chapter of the brand will continue this momentum and push Western Australia’s tourism industry closer to Tourism WA’s target of achieving a $25 billion dollar tourism economy by 2033, as outlined in the Western Australia Visitor Economy Strategy 2033.
The new creative highlights WA’s artistic talent through an ethereal reimagining of Walking On A Dream by Empire Of The Sun, performed by the West Australian Symphony Orchestra and Aboriginal artist and Karajarri man Billy‑Jo Shoveller.
Homegrown talent are front and centre in the latest creative with Western Australian Academy of Performing Arts (WAAPA) graduates Nelson Baker and Angelica Blazeska bringing moments of wonder and connection to life on screen.
The campaign spans a diverse range of destinations, from coastal attractions and forests to ancient wilderness and Perth’s vibrant inner‑city lifestyle.
Produced by a predominantly Western Australian creative team and developed in consultation with the Aboriginal tourism sector and Traditional Owners of filming locations, the refreshed campaign will roll out across Australia, New Zealand, the United Kingdom, Singapore and China. The creative concept was also developed by WA-based marketing experts, The Brand Agency.
View the brand film.