Drive the Dream round two with Daniel Ricciardo
This week Tourism WA launched the second iteration of ‘Drive the Dream’ with WA Formula 1 star Daniel Ricciardo to showcase Western Australia as the ultimate road trip destination to interstate and Singapore audiences. The campaign’s short film follows Ricciardo and his best mate Blake, as they reconnect along the South West Nature and Wine Drive. This is the second instalment of the highly successful 2023 Drive the Dream global campaign, which reached more than 136 million people and saw Daniel and Blake travel along the Coral Coast Highway from Perth/Boorloo to Exmouth. Operators can capitalise on the campaign and inspire travellers to embark on a road trip adventure in Western Australia with our Industry Toolkit.

HoopsFest bounces into Perth
From global greats to potential future stars, Australia’s biggest basketball festival HoopsFest will showcase all levels of the sport when it bounces into Perth today. For the first time ever, all teams from Australia’s National Basketball League (NBL) and Women’s National Basketball League (WNBL) will play in one city alongside the Australian U18 Club Championships, totalling nearly 120 games. In addition, a HoopsFest Fan Zone will take over Forrest Place with player appearances and a pop-up basketball court. Australia’s largest sneaker event, Sneakerland, and performances by DJ Hayden James will round out the festivities.
Read more here. 

Image credit: Getty Images

Leverage the Western Australia Dream Sale
Tourism WA’s $3.5 million ‘Western Australia Dream Sale’, a high-impact marketing blitz of tactical activities on the east coast, was announced earlier this week. The program invites interstate travellers to step into a dream deal through a variety of compelling offers, with discounted airfares, a tactical consumer campaign and a cooperative partnership with Helloworld Travel and Viva Holidays. The Helloworld campaign will offer packages and special deals from across WA, promoted through metro and regional high-impact press placements, TV advertising, digital outdoor, radio, paid social and digital media, plus Helloworld’s owned channels, advisor network and stores. WA tourism businesses are invited to upload their own special deals and have them featured within the sale. View the Industry Toolkit here. 

Join Tourism WA’s Domestic Spotlight event
Join Tourism WA and a panel of industry leaders for an update on the interstate market including latest insights, trends and upcoming activity (including the Western Australia Dream Sale). Panel speakers will include Webjet Chief Executive Officer, Katrina Barry; Helloworld Travel General Manager of Marketing, Melissa Warren; and representatives from Tourism WA’s East Coast Trade Office including The Walshe Group Executive Chairman Jacqui Walshe and Trade Account Manager Christine Poole. The event is being held at Pan Pacific Perth on Thursday 7 November 2024 from 8:30am to 11:00am. RSVP your attendance in-person or online here by Friday 1 November 2024. 

More than 200 attend TWA Industry Update
On Tuesday, we were delighted to host 200 tourism operators and industry partners in person at Optus Stadium and online for our latest Industry Update. As part of the event, we revealed the ‘Western Australia Dream Sale’ interstate advertising blitz, and connected tourism businesses with a panel of senior leaders to ask direct questions and hear about how the WA Visitor Economy Strategy 2033 (WAVES 2033) is being collaboratively implemented across the state. Thanks to everyone who joined us for a night of networking and knowledge-sharing. Read about WAVES 2033 here.

Traveller publishes the ‘inside story’ of Fremantle
A 1200-word feature about the Fremantle Prison and Warders Hotel ran in Traveller over the weekend (a feature inserted into the Saturday Age and Sydney Morning Herald.) Leaning into the area’s rich history, the article talks about former AC-DC frontman Bon Scott’s experience and inspiration for the band’s world-famous hit, Jailbreak, and reflects on the architecture and offerings of the port city. It follows a visit to Fremantle by the editor of Traveller, pitched and supported by Tourism WA. The piece reached an audience of more than 900,000. Read more about Traveller here.  

Tourism WA partners with Air New Zealand on campaign
Tourism WA has partnered with Air New Zealand on a five-day tactical campaign to boost bookings to Perth. Launching earlier this week, the sale includes sale airfares across economy and premium cabins from Auckland to Perth, with creative highlighting key holiday experiences in Perth and surrounds. A mix of creative assets have been featured across TV advertising, online video, paid social, digital display banners, email, website and promotion to NZ travel agents. Read more here. 

Image credit: Tourism Australia

Australia’s South West unveils new brand
Australia’s South West has launched its new brand platform, ‘Dream Deeper’, inviting visitors to escape the everyday, and discover the abundance of diverse and deeply transformative experiences on offer. The new brand aligns with Walking On A Dream and Tourism WA’s latest Drive the Dream campaign with Daniel Ricciardo, leveraging powerful marketing reach while introducing distinctive elements that celebrate the South West’s unique offerings. A new Collaboration Guide for industry offers insights on integrating ‘Dream Deeper’ into regional marketing efforts and participating in broader destination management strategies. Read more here.

Image credit: Australia's South West

Join Tourism WA’s Trade Ready Introduction Program
Expressions of interest are now open for our 2025 Trade Ready Introduction Program (TRIP), which is aimed at trade-ready tourism operators looking to expand into interstate and international markets. In its first year, TRIP onboarded 10 experienced WA operators who participated in various networking and industry events, and received hands-on support in preparing for trade events and building B2B connections. Expressions of interest close at 5pm AWST on Friday 4 October 2024. Read more here. 

Regional Event Scheme funding applications close tomorrow
This is the last chance for regional event holders to apply for the 2025-26 Regional Event Scheme (RES), with applications closing tomorrow. This annual Tourism WA scheme supports smaller and developing regional events by providing funding between $5,000 and $40,000. This round, up to $1 million is available to support regional WA events, including $150,000 of dedicated funding for Aboriginal events through the Regional Aboriginal Events Scheme (RAES), which supports events that showcase Aboriginal culture and experiences. Applications close at 5pm AWST tomorrow Friday, 20 September. Read more here.

Busselton Jetty Swim 2024
Image credit: Abby Murray Photography

World Tourism Day with WITH WA
The team at Women in Tourism and Hospitality WA (WITH WA) are inviting operators to celebrate World Tourism Day with the organisation. WITH WA supports, assists and provides connections for women working in the tourism and hospitality industry in Western Australia. Industry colleagues and friends are invited to come together with WITH WA at Kaarta Koomba / Kings Park and hear from Chair, Suzy Parravicini while enjoying canapes and refreshments from Frasers. The event will be held on Friday 27 September from 5:30pm to 8:30pm. Read more here. 

2024 Perth Airport WA Tourism Awards Gala Dinner
Finalists in the prestigious 2024 Perth Airport WA Tourism Awards have been announced. Now in its 52nd year, the Awards recognises business excellence and innovation. The Awards Gala Dinner will be held on Saturday, 9 November at Crown Perth and will announce the winners, plus offer the opportunity to connect as an industry, network and celebrate all that has been achieved in the past year. Purchase tickets here.

Image credit: Tourism Council WA