Published: 09 June 2024

Walking on a Dream billboard at Paramount Hall, Shanghai

Walking on a Dream billboard at Paramount Hall, Shanghai


Western Australia’s highly-acclaimed tourism destination brand, Walking On A Dream, today launched in China as part of its continued global rollout across key international markets.  

Striking billboards in key locations across Shanghai and Guangzhou will showcase Western Australia’s gentle whale shark, serenely floating above the bustling streets.  

Additionally, the Walking On A Dream brand will be featured across social media platform Douyin, China’s equivalent to TikTok, in Shanghai, Guangzhou, Beijing, and Shenzhen. The campaign will also feature imagery, and showcase experiences, in Perth City, Kings Park, Rottnest Island, the Swan Valley, the Pinnacles and Hutt Lagoon.  

Key partnerships with C-Trip, TongCheng Travel and Mafengwo, China’s equivalent to Trip Advisor, will also form part of the large-scale brand launch.  

China was WA’s largest market based on visitor spend in 2019, with 73,000 Chinese visitors contributing a huge $367 million to the WA economy. 

The brand launch follows China Southern Airlines' announcement of the return of their non-stop service between Guangzhou and Perth from 28 November 2024, promising renewed tourism and trade opportunities between Western Australia and China. 

Alongside the brand rollout, Tourism WA launched a new strategic partnership with leading travel service provider Trip.com.com Group, aimed at promoting Western Australia's unique and captivating tourism experiences across key Asian markets.  

The multi-million dollar initiative will be rolled out over two years and is designed to enhance the visibility of Western Australia as a premier travel destination.  

Emphasis will be placed on markets such as China, Hong Kong, Malaysia and Singapore, all featuring special deals on air tickets, hotel accommodations, car rentals, and paid tourism experiences in Western Australia.  

Tourism WA Executive Director Marketing Melissa Forbes said the partnership with Trip.com Group is a transformative step in the agency’s strategy to position Western Australia as a must-visit destination across priority Asian markets and drive bookings to local operators.  

“Through this collaboration, we aim to bring the beauty and unique experiences of WA to the forefront, engaging high-yield travellers who are looking for world-class nature and wildlife, and authentic cultural connections,” Ms Forbes said. 

“The Walking On A Dream brand has already captivated audiences globally, and with Trip.com Group’s extensive reach and marketing capabilities, we are poised to inspire even more travellers from across Asia to explore the wonders of Western Australia and book their next holiday to one of our stunning regions.”