Tourism Western Australia has updated its global Walking On A Dream campaign, refining its brand positioning for international markets.
First introduced in 2022, the campaign contributed to the recovery of international tourism, with Western Australia reporting 1.1 million international visitors and A$3.4 billion (US$2.2 billion) in spending in the year to December 2025.
The updated campaign includes a new brand film and the introduction of an ambassador group known as “The Dreamers”. The campaign will be rolled out across 13 markets, including Singapore, New Zealand, the UK and China.
The film features a reworked version of the track Walking On A Dream, performed by the West Australian Symphony Orchestra with Aboriginal artist Billy-Jo Shoveller. Filming locations include Perth, Rottnest Island, Margaret River, Ningaloo Reef and the Kimberley.
The Dreamers programme brings together local ambassadors representing areas such as nature, food, culture and outdoor activities, with the aim of providing destination-led content and perspectives.
The campaign is supported by events and partnerships in key markets, for example, activities in Singapore include a collaboration with Drinks & Co, featuring Western Australian food and beverage products and a related consumer promotion.
Anneke Brown, managing director, Tourism Western Australia, said: “The brand refresh celebrates WA’s deep connection to nature, culture and country, progressing towards our target of achieving a A$25 billion-dollar tourism economy by 2033.”
