New creative chapter celebrates Western Australia’s iconic landscapes, rich Aboriginal culture and homegrown artistic talent.
Tourism Western Australia has unveiled the next chapter of its award-winning global destination campaign, Walking On A Dream, introducing a refreshed creative direction designed to captivate international travellers and strengthen the State’s position as one of the world’s most compelling travel destinations.
The campaign continues to play a central role in Western Australia’s long-term tourism strategy, supporting the State Government’s economic diversification agenda by attracting more international visitors, increasing tourism expenditure and generating employment across the visitor economy.
Since its debut in 2022, Walking On A Dream has become the cornerstone of Western Australia’s global tourism marketing, reaching audiences through airline partnerships, international trade initiatives, major events and multi-platform advertising campaigns across 13 priority visitor markets.
The strategy has also contributed significantly to the State’s post-pandemic tourism recovery. In the 12 months to October 2025, Western Australia welcomed 1.024 million international visitors, representing a 17 per cent increaseover the previous year and surpassing the record achieved in 2019, making WA the first Australian state to fully recover its international visitor numbers.
The latest campaign aims to build on that momentum as Tourism WA works towards its ambitious goal of creating a $25 billion visitor economy by 2033, in line with the Western Australia Visitor Economy Strategy 2033.
Created by Perth-based The Brand Agency, the refreshed campaign showcases Western Australia’s extraordinary natural beauty through a distinctly artistic lens. At its heart is a haunting reinterpretation of Walking On A Dream, the internationally acclaimed song by Australian electronic duo Empire of the Sun, reimagined by the West Australian Symphony Orchestra in collaboration with Billy-Jo Shoveller, a Karajarri artist whose powerful performance adds a deeply authentic cultural dimension to the campaign.
Filmed across some of Western Australia’s most iconic locations, the campaign journeys through pristine coastlines, ancient forests, rugged wilderness, and the vibrant urban experiences of Perth, presenting the State as a destination where nature, culture and creativity converge.
The production also reflects Tourism WA’s commitment to authentic storytelling. Developed predominantly by Western Australian creatives, the campaign was created in close consultation with Aboriginal tourism operators and the Traditional Owners of the locations featured, ensuring that Indigenous perspectives and cultural heritage remain central to the destination’s global narrative.
The refreshed Walking On A Dream campaign will be rolled out across Australia, New Zealand, the United Kingdom, Singapore and China, reinforcing Western Australia’s appeal to international travellers seeking immersive, meaningful and unforgettable travel experiences.
As global travellers increasingly seek destinations defined by authenticity, culture and transformative experiences, Tourism WA’s latest campaign positions Western Australia as a place where extraordinary landscapes meet timeless stories—inviting visitors to discover the Dream State through a fresh and inspiring perspective.
