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​Western Australia offers many extraordinary experiences, some of which can't be found anywhere else in Australia, and in some cases the world​.

For example, we have the world's largest collection of wildflowers; Australia's whitest beach at Lucky Bay in Esperance; the only two horizontal waterfalls in the world in the Kimberley; and the largest outdoor gallery in the world at Lake Ballard.

Our brand positioning – Experience Extraordinary – reflects the State's uniqueness. Launched in 2010, the brand promotes the many experiences that you can have in Western Australia.

Maximising the impact of this brand is integral to achieving our 2020 goal.

We are working to:

  • develop unique and creative marketing strategies to differentiate WA in our target markets
  • integrate the brand into events planning and delivery
  • ensure it is fully embraced and supported by industry, including regional and local tourism organisations
  • encourage industry operators to continuously improve product and services to ensure the Extraordinary promise is met.

Find out how you can help promote the Experience Extraordinary brand.

Last Reviewed: 2016-11-07