Tourism WA refreshes ‘Walking On A Dream’ as global campaign enters next phase

Tourism Western Australia has refreshed its global ‘Walking On A Dream’ platform, extending the campaign into a new phase as the state looks to sustain international growth and strengthen its global brand position.

First launched in 2022, the platform played a central role in WA’s post-pandemic recovery, helping the state become the first in Australia to return to pre-COVID international visitation levels.

The latest iteration reimagines the brand’s “Spirit of Adventure” positioning through a new hero film and expanded content rollout across 13 global markets, including Singapore, the UK, China and New Zealand.

The campaign arrives as WA’s tourism performance continues to accelerate, with 1.1 million international visitors recorded in the year to December 2025 - the highest on record and responsible for a huge $3.4 billion in spending.

At the centre of the refresh is a cinematic brand film featuring a reworked version of Empire of the Sun’s Walking On A Dream, performed by the West Australian Symphony Orchestra alongside Aboriginal artist Billy-Jo Shoveller.

The creative leans heavily into WA’s scale, isolation and sense of “otherworldly” experience, positioning the state as a destination defined by space, nature and cultural depth. Alongside the film, Tourism WA has introduced a new ambassador collective, ‘The Dreamers’, designed to bring the campaign to life through local voices across areas including food, nature, culture and adventure.

Anneke Brown, managing director of Tourism Western Australia, said the refresh is focused on reinforcing the state’s distinct positioning in an increasingly competitive global market.

“Walking On A Dream… will continue to position Western Australia as a distinctive, world-class destination within an increasingly competitive global travel market," she 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."

The campaign also signals a continued focus on long-term brand building, rather than short-term bursts of activity, a strategy increasingly adopted by tourism bodies looking to compete globally.