The refreshed campaign builds on the original 2022 launch and comes at a time when Western Australia has surpassed pre-pandemic international visitation levels. In the year ending October 2025, the state welcomed just over one million international visitors, exceeding the previous 2019 record of 996,000 arrivals.
Tourism is westing the state as a dreamland destination defined by vast landscapes, cultural depth, and creative collaboration. The refreshed campaign builds on the original 2022 launch and comes at a time when Western Australia has surpassed pre-pandemic international visitation levels. In the year ensign October 2025, the state welcomed just over one million international visitors, exceeding the previous 2019 record of 996,000 arrivals.
Filmed across iconic locations including Ningaloo Reef, Margaret River, Rottnest Island, Perth, and Mirima National Park in the Kimberley, the cinematic series captures WA’s dramatic natural contrasts from coral reefs and turquoise waters to ancient desert landscapes. The campaign features 30-second destination vignettes and a 60-second hero film, designed for an international audience. At the heart of the storytelling is a reimagined version of Walking on a Dream the hot song by Empire of the Sun. The new arrangement was overseen by WA-raised frontman Luke Steele and performed in collaboration with the West Australian Symphony Orchestra and Aboriginal artist Billy Jo Shoveller, a Karajarri man. Steele described the project as an emotional reinterpretation of the original track, reflecting a sense of wonder and escape synonymous with Western Australia. Billy Jo Shoveller said the collaboration allowed him to bring his connection to Country into the campaign and showcase Kimberley’s spirit to global audiences.
Starring Nyikina man Nelson Baker and emerging actor Angelica Blazaska, both alumni of the Western Australian Academy of Performing Arts, the films blend reality and reverie, celebrating Western Australia as a destination where cultural creativity and nature intersect. Tourism WA said the campaign was developed in partnership with Traditional Owners and Western Australia’s Aboriginal tourism sector, underscoring a broader commitment to showcasing culture, Country and connection as central pillars of the visitor experiences.
The campaign begins rolling out across key global markets from February 2026, reinforcing WA’s positioning as an all-haul experiential destination built on indulgent landscapes, indigenous heritage and creative storytelling. Tourism WA, the state government agency responsible for promoting Western Australia as a holiday and events destination, continues to focus on international marketing, major events, attractions, and industry development to sustain the momentum of tourism growth.
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