Published: 22 April 2026
Tourism WA has released the outcomes of its 2025 Industry Survey, highlighting the sentiment of Western Australia’s tourism sector. The inaugural survey was released in April 2025 and captures the outlook for the industry at that moment in time as well as their feedback for the agency.
The survey gathered feedback from 217 tourism businesses – predominantly accommodation providers and tour operators – and 105 industry stakeholders, including visitor centres and Local Governments, representing a strong cross-section of Western Australia’s regions. Around two-thirds of respondents reported a positive outlook for WA’s tourism sector in 2025, which was reflected in a strong year of visitation with record-breaking visitor numbers and $19.2 billion in visitor spend across WA.
Respondents identified that marketing continues to be Tourism WA’s standout strength and remains the top expectation of the agency, by the industry. Communication, along with access to data and insights, were also highly valued by both businesses and stakeholders. While rising operating costs and workforce challenges persisted in 2025, it was noted that Tourism WA continued to play a pivotal role in supporting the sector.
Overall satisfaction with Tourism WA was strong, with 65 per cent of respondents reporting a positive experience. The survey also highlighted areas with potential for even greater impact, including collaboration, issue resolution, and support for regional tourism.
Tourism WA implemented several initiatives in response to industry feedback, including:
- Increased external communications through eDMs and webinars;
- Hosted regular industry operator round tables;
- Rolled out new creative of Tourism WA’s global brand Walking On A Dream;
- Leveraged the National Parks Tourism Experience Development (NPTED) to provide in-region support for new product development; and
- Revamped the agency’s corporate website, including a new Domestic Tourism Statistics (DoTS) dashboard.
The agency also continues to work closely with industry through:
- The Dream Collective;
- The WA Dream Pass;
- Trade Ready Induction Program (TRIP);
- Affordable Airfares Program (AAP); and
- Regional Events Scheme (RES) and Regional Events Program (REP).
Tourism WA looks forward to again hearing from industry via the 2026 Industry Survey. Results will be compared year-on-year, and the insights from this will inform forward planning. Findings and resulting actions will be published in early 2027.
We thank all participants in the 2025 survey for their invaluable feedback and encourage industry to respond to the 2026 survey.