Domestic campaigns

Promoting the Dream State across Australia

Our goal is to entice more people from around the country to travel to WA and experience our incredible destinations and experiences. This includes West Australians holidaying within their own state (intrastate visitors) and East Coast visitors heading west (interstate visitors). 

To attract more East Coast visitors to Western Australia, we focus on creating inspiring marketing campaigns, working with travel distributors to sell WA tourism product, and promoting timely reasons to visit our Dream State. 

We also deliver cooperative marketing campaigns with airlines, wholesalers, retailers and online travel agents to promote Western Australia’s tourism products and destinations and generate bookings. 

To encourage more West Australians to holiday within their own state, we work with Western Australia’s five Regional Tourism Organisations (RTOs). We fund the five RTOs to deliver intrastate campaigns for their specific region and support our interstate and international marketing.  

Western Australia Dream Sale

The Western Australia Dream Sale launched on 28 October 2024, a $3.5 million high-impact, conversion focused interstate marketing blitz. The sale invited interstate travellers to book a trip to WA through a variety of compelling offers, including discounted airfares through Webjet and a tactical consumer campaign and a cooperative partnership with Helloworld Travel. Western Australian tourism businesses were also invited to create and upload their special deals and have them featured within the sale.

A new WA Dream Sale launched on 4 August 2025 in partnership with Expedia Group, offering discounted airfares, accommodation, packages and activities. WA tourism businesses are once again invited to get involved in the sale, by ensuring their product is listed with Expedia, Viator or Get Your Guide.