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A strong tourism brand does incredible things for a destination. It elevates tourism experiences, inspires new tourism products, unleashes the collective power of individual tourism operators, instils pride and energy in locals,  provides jobs and drives the economy.

Tourism WA has embarked on a journey to define our unique tourism brand story. The purpose of the ‘Western Australia Tourism – Our Story’ project is threefold, with the overarching aim to bring more travellers to WA.

  • For Tourism WA, Our Story will develop a highly differentiated marketing strategy that gives WA a competitive advantage. It will inspire future advertising campaigns, events, destination development, partnerships and policy.
  • For the tourism industry, it will amplify individual efforts, and create a tourism brand that commands greater attention and value.
  • For travellers, it will motivate them to choose a holiday here over anywhere else in the world.

‘Western Australia Tourism – Our Story’ has been 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 is a narrative that will belong to the entire tourism industry in WA and we look forward to sharing it with you soon.

Last Reviewed: 2020-03-31