Western Australia’s tourism industry had an outstanding year in 2025-26, achieving $19.2 billion in visitor spend, 11 million overnight visitors, and with major events delivering a $2.8 return on every $1 invested by the WA Government, through Tourism WA.
The results from Tourism WA’s 2025–26 Annual Report show that Tourism WA exceeded multiple key performance indicators, highlighting the impact of the state’s tourism strategies and investment in the sector.
Western Australia’s $19.2 billion in visitor spend meant the state surpassed its target by $800 million, while the 11 million overnight visitors who travelled to WA was 300,000 more than target.
Tourism WA’s events strategy generated equally strong returns, delivering a return on investment of $2.80 for every $1 invested, exceeding the target of $2.40. This success was driven by major events including AFL Origin, the Perth Sail Grand Prix, WWE Weekend Takeover, and NRL matches including State of Origin.
WA recorded significant gains in international market share, achieving 8.7 per cent against a target of 8 per cent, with WA the first in the nation to recover international visitation to pre-pandemic levels, achieving a state record of 1 million international visitors.
The 2025–26 tourism results have been driven by the WA Government’s continued investment in the tourism industry, which is the sixth largest employer in this state and a critical source of jobs in the regions.
Surpassing these major key performance indicators is a strong indication that Tourism WA’s long-term investment and strategic priorities are working, putting us closer to our 10-year WA Visitor Economy Strategy goal of $25 billion in visitor spend by 2033.
The support for WA’s tourism industry continues in 2026–27 with $46.7 million over the forward estimates to deliver more exceptional outcomes, to grow the tourism sector to drive a more diversified state economy and create more jobs for Western Australians.
Whether it’s attracting world-class events to the state, promoting Western Australia in key global markets, or supporting tourism and accommodation infrastructure, Tourism WA remains focused on growing and strengthening WA’s tourism industry.
Read the Annual Report 2025–26 here.