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In 2019-20, Tourism WA developed and launched the unique tourism brand narrative Our Story: The Spirit of Adventure to bring more travellers to Western Australia. 'Our Story: The Spirit of Adventure' was created in consultation with more than 500 tourism industry business owners and leaders from across the State, and tested with more than 110 local, national and international consumers.

'Our Story: The Spirit of Adventure' is a narrative framework that outlines what makes Western Australia so special. It does this through five key pillars designed to provoke the spirit of adventure in every traveller - these five story pillars outline what Western Australia is, at its core: Ancient Tracks, New Journeys; barefoot luxury; otherworldly phenomena; majestic landscapes and big skies; and full of characters.

The aim of Our Story  was to identify a storytelling roadmap to give Western Australia a competitive advantage and inspire future marketing campaigns, events, destination development, partnerships and policy, and:

  • For the tourism industry, strengthen individual efforts, and create a tourism brand that commands greater attention and value.
  • For travellers, motivate potential visitors to choose a holiday here in Western Australia over anywhere else in the world.

‘Tourism WA's new global brand, 'Western Australia - Walking On A Dream', is inspired by the 'Our Story: The Spirit of Adventure' narrative. 'Walking On A Dream' uses the same founding principles to underpin a new creative approach for a bold new brand, to make WA shine as a world-leading destination of choice in a competitive global marketplace.

While the Our Story  pillars still represent what makes WA unique and differentiates us from other destinations, we have added the themes of Time, Space, Connection and Freedom into our narrative. These thematic pillars represent key attributes that global travellers are seeking from a destination in a post-pandemic world, and through the Our Story pillars, we can show the world how Western Australia delivers on these critical themes. 

Download the following 'Our Story' documents

 Western Australia Tourism - Our Story presentation (PDF 21.5MB)
Our Story - The Spirit of Adventure, Positioning Statements (PDF 11MB)

Last Reviewed: 2023-11-09