Published: 07 May 2025
Following its successful launch in 2024, Tourism Western Australia has announced the return of its industry recognition program, The Dream Collective Western Australia.
Delivered in partnership with Tourism Council WA, the program promotes and showcases WA’s best tourism operators and experiences through enhanced brand exposure, digital marketing, public relations support, and industry development initiatives to help drive business excellence among the state’s tourism industry.
West Australian operators are invited to apply now to be a part of the 2025 Dream Collective cohort, with applications closing on 5 June 2025.
Last year’s inaugural program delivered significant benefits for participating businesses who received extra promotion through Tourism WA’s activities, including unique public relations opportunities, and direct connections with high-value travellers through multiple campaigns.
Businesses in The Dream Collective WA reached more than 2.3 million domestic high-yield travellers through Tourism WA’s digital and social media campaigns, which also drove 42,000 visits to westernaustralia.com, where operators were further showcased.
Additionally, more than 250 familiarisation tours involving 63 businesses from the program helped build first-hand advocacy for WA’s tourism products and drive media coverage in key visitor markets for operators.
Digital collaborations with influencers resulted in more than 100 content pieces featuring Dream Collective operators which were viewed by a combined audience of over 350,000, while targeted email campaigns connected with 85,000 national and international subscribers.
With its return in 2025, the program will build on its inaugural success, offering even greater opportunities for WA tourism operators to grow, innovate, and shine on the global stage.
To be considered for inclusion in The Dream Collective, tourism operators must meet the eligibility requirements and participate in an annual evaluation process across a set of criteria.
Tourism WA has created a custom tool to assess businesses across the weighted criteria which incorporates a range of categories including independent customer reviews, website and online platforms, marketing and social media activity, training, accreditation and awards.
Tourism operators will also need to meet a scoring threshold based on these criteria to be selected for inclusion in The Dream Collective.
Apply for The Dream Collective at wadreamcollective.com and access the Guidelines below.