New ambassador collective brings the state’s landscapes, culture and experiences to life through immersive storytelling.
Tourism Western Australia has unveiled The Dreamers, a new collective of storytellers and ambassadors designed to inspire global travellers by sharing authentic experiences from across the State.
The initiative forms part of Tourism WA’s international destination marketing strategy, bringing together passionate individuals whose personal stories highlight the diversity, creativity and natural beauty that define Western Australia.
Representing six signature tourism pillars—Nature & Wildlife, Aboriginal Experiences, Road Trips & Station Stays, Food & Drink, Arts, Sports & Entertainment, and Hikes & Trails—The Dreamers offer visitors a fresh perspective on the destinations, communities and experiences that make Western Australia unique.
Through engaging content, creative collaborations and first-hand storytelling, the ambassadors aim to encourage travellers to explore beyond the familiar and discover the people, places and cultures that shape the State’s identity.
The initiative aligns closely with Tourism WA’s global destination campaign, Walking On A Dream, which positions Western Australia as a destination of extraordinary landscapes, immersive experiences and one of the world’s oldest living cultures. By sharing genuine, lived experiences from across metropolitan and regional Western Australia, The Dreamers strengthen the campaign’s message while adding a distinctly personal dimension to destination marketing.
Beyond consumer engagement, Tourism WA has also made The Dreamers available as a marketing resource for tourism operators and industry partners, enabling destinations and businesses to incorporate authentic local voices into their own promotional campaigns.
As experiential travel continues to influence global travel decisions, initiatives such as The Dreamers reflect the growing importance of storytelling in destination marketing—connecting potential visitors with experiences that are personal, memorable and deeply rooted in place.
By showcasing Western Australia’s remarkable landscapes, vibrant communities and rich Aboriginal heritage through the eyes of those who know them best, The Dreamers invite travellers to experience the State not simply as visitors, but as participants in its unfolding story.
