Published: 24 March 2026
Tourism Western Australia has reinforced its presence in one of the state’s most valuable international visitor markets, joining a high-level trade and tourism mission to China led by Western Australian Tourism Minister, the Hon. Reece Whitby MLA.
The delegation, which included more than 20 Western Australian tourism operators, engaged with major tourism stakeholders across Shanghai and Guangzhou. The mission focused on strengthening airline partnerships, increasing inbound visitation and building long-term relationships to support the continued growth of WA’s tourism industry.
A key milestone of the visit was the launch of a new iteration of Tourism WA’s Walking On A Dream brand creative, tailored specifically for the China market. The new creative showcases the state’s diverse landscapes, unique wildlife and premium visitor experiences, positioning Western Australia as a must-visit destination for travellers from China.
Tourism WA also partnered with Business Events Perth to deliver the China Dream Roadshow as part of the trip, a targeted engagement program connecting directly with travel agents, trade partners and key decision-makers. The roadshow highlighted Western Australia’s world-class tourism offerings, including major events, premium experiences and opportunities across both leisure and business events sectors.
The mission comes as China affirms its position as Western Australia’s largest international market by visitor spend, with 70,000 Chinese visitors spending $503 million in WA in 2025, underlining the importance of sustained in-market engagement and strategic partnerships.
Tourism WA will continue to work closely with airlines, travel distributors and industry stakeholders to drive visitation, attract investment and create new opportunities for local tourism businesses across the state.