Tourism WA.
Tourism Western Australia has launched its next iteration of its ‘Walking on A Dream’ campaign via The Brand Agency.
First launched in 2022, the campaign features a 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.
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.
“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,” Tourism WA said.
“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.”
Last year, the campaign sparked debate around the decision to source a producer from the East Coast.
The 'taxpayer funded campaign', according to the ABC, can deliver a higher value for money when working with the east-coast production company. A decision made by Tourism WA after a competitive pitch.
IN:WA representation lead Mark Braddock told AdNews that TourismWA’s decision was disappointing.
“While we understand these decisions are often made through appointed agencies, we believe it’s critical that the State’s major promotional campaigns are made locally — by the people who know Western Australia best,” Braddock said.
“West Australians are best placed to tell our own stories, with the nuance, cultural insight and authenticity that today’s visitors increasingly seek.
“The WA Government has shown real leadership in supporting the creative industries — through the Creative WA policy, the Diversify WA strategy and the $235 million investment in new screen infrastructure.
“But without local commercial work to sustain our talent and businesses, that vision is at risk.”
The campaign is produced by a predominantly Western Australian creative team, according to Tourism WA, 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.
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