Promoting the Dream State across Australia

Our goal is to entice more people from around the country to travel to WA and experience our incredible destinations and experiences. This includes West Australians holidaying within their own state (intrastate visitors) and East Coast visitors heading west (interstate visitors). 

To attract more East Coast visitors to Western Australia, we focus on creating inspiring marketing campaigns, working with travel distributors to sell WA tourism product, and promoting timely reasons to visit our Dream State. 

We also deliver cooperative marketing campaigns with airlines, wholesalers, retailers and online travel agents to promote Western Australia’s tourism products and destinations and generate bookings. 

To encourage more West Australians to holiday within their own state, we work with Western Australia’s five Regional Tourism Organisations (RTOs). We fund the five RTOs to deliver intrastate campaigns for their specific region and support our interstate and international marketing.  

Regional tourism organisations

Destination PerthAustralia's South WestAustralia's Coral CoastAustralia's North WestAustralia's Golden OutbackVisitor statistics
Bungle Bungle Range, Purnululu National Park


Western Australia Dream Sale


The Western Australia Dream Sale is a high-impact, conversion focused interstate marketing blitz that will draw visitors to Western Australia from our key east coast markets. The over $3.5 million sale is designed to drive bookings to WA, through the curation and promotion of exclusive, high-value deals, providing travellers with a push to book. 

Interstate travellers are invited to step into a deal with a variety of compelling offers, including discounted airfares, a tactical consumer campaign and a cooperative partnership with one of our key interstate distribution partners, Helloworld Travel, that delivers an urgent reason to book a trip to WA.  

Western Australian tourism businesses were invited to create and upload their special deals and have them featured within the sale. An industry toolkit has also been developed to support the WA tourism sector to leverage the Western Australia Dream Sale. This toolkit includes guidance on how to load special deals, work with our key distribution partners, and leverage the sale in their own marketing activities. 

The sale kicked off on 28 October 2024 and ran in the key markets of New South Wales, Victoria and Queensland. 

To promote the offer across your own social media marketing material, download the Dreamy Freebies graphics here.

Drive the Dream 2.0

In September 2024, we launched the second iteration of our road trips platform, Drive the Dream. The campaign is led by West Australian-born Formula 1 driver Daniel Ricciardo and his best make Blake, as they embark on a journey of reconnection, adventure and indulgence that awakens the senses, along the South West Nature and Wine Drive.

Watch the short filmLearn more
Domestic Key Distribution Partners

To benefit from our cooperative marketing campaigns with domestic trade distribution partners, get in touch with the product managers relevant to your business. 

Find out more

You may also be interested in

International markets
Find out more about the key international markets we target and how we promote Western Australia as an incredible holiday destination.
Our brand
Learn more about WA’s global tourism brand Walking On A Dream and access a range of brand resources.
Image library
Take advantage of our free image and video library to help you promote WA as an incredible holiday destination.