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Western Australia’s tourism industry is an important part of our economy – supporting nearly 30,000 tourism businesses, generating 100,900 jobs and contributing $11 billion in visitor spend in 2019.

Our role at Tourism WA is to grow this important industry by promoting Western Australia as an incredible holiday and events destination, and inspiring more people to visit the State from around Australia and the world.

We focus on:

  • Marketing the State to the world through innovative campaigns. This includes working with partners such as airlines, travel wholesalers, retail and online travel agents, on domestic and international marketing campaigns to encourage more visitors to Western Australia. We also focus on developing and securing aviation routes to make it easier for people to travel to, and around WA.

  • Developing, attracting and promoting major sporting, arts, cultural and business events. We also bid for major international events to help support WA’s major infrastructure, such as Optus Stadium. Events are important because they bring people to the State, add vibrancy to a destination and attract media attention which helps promote WA.

  • Working with government and the tourism industry to improve access, accommodation and tourism experiences for our visitors. Our major focus areas include Aboriginal tourism, cruise tourism, tourism and hospitality workforce development, and helping private investors in tourism product navigate government approval processes.

  • Informing and empowering the WA tourism industry through sharing key insights, monitoring global trends and building strong relationships with domestic stakeholders. We promote strategic investment and tourism business development by keeping the industry updated with new research and data; responding to evolving industry needs; and providing leadership to the sector through clear and consistent communications.

We are part of the wider Department of Jobs, Tourism, Science and Innovation, however remain a statutory authority governed by a Board of Commissioners. We are guided by the Western Australian Tourism Commission Act 1983, and fall under the portfolio of the Minister for Tourism the Hon Rita Saffioti BBus MLA.

We work with a range of partners across government and the tourism industry to help grow tourism in WA and ensure we are the destination of choice for visitors. We have financial agreements with key partners helping to deliver this outcome, including the five Regional Tourism Organisations, Business Events Perth, the WA Visitor Centre, the WA Indigenous Tourism Operators Council and Tourism Council WA. These organisations help with marketing and industry development initiatives.

To find out how you can work with us or how we can help you, visit How to work with us.

Last Reviewed: 2024-01-24