Tourism Western Australia

What Tourism Western Australia does

Tourism Western Australia (Tourism WA), officially the Western Australian Tourism Commission, is the State Government statutory authority responsible for promoting Western Australia as a holiday and events destination. The agency operates under the portfolio of the Department of Jobs, Tourism, Science and Innovation, is governed by a Board of Commissioners, and is funded by the Western Australian Government. Its mandate spans destination marketing, attraction and support of major sporting, cultural and business events, industry development, and tourism infrastructure investment attraction.

Tourism WA's product surface is built around two principal digital platforms — the corporate site tourism.wa.gov.au delivering operator resources, research and funding programs, and the consumer-facing westernaustralia.com, which is connected to the Australian Tourism Data Warehouse (ATDW) for product distribution across hundreds of tourism websites. Supporting assets include the Tourism WA Image Library (digital asset management for images, video, and stock footage) and data services such as the DoTS Hub that publishes visitor statistics sourced from Tourism Research Australia, ABS, and STR. The agency's brand architecture is anchored on the Walking On A Dream global brand, extended through Where Dream Events Happen, Drive the Dream, Connect with Culture, and Camping with Custodians sub-campaigns, plus industry programs including the Trade Ready Introduction Program, The Dream Collective recognition program, accreditation pathways, and three tiers of event funding (Major Events Funding, Regional Events Program, Regional Events Scheme).

The business model is a non-commercial, taxpayer-funded destination marketing and industry development mandate. All resources — toolkits, brand guidelines, image library, ATDW listings, accreditation, familiarisations, and event funding — are provided at no cost to tourism operators. Distribution relies on direct digital channels (corporate and consumer websites, social platforms across X, Instagram, Facebook, TikTok, YouTube, LinkedIn), owned newsletters (The Westerly, This is WA, Talking Tourism), trade engagement across 12 domestic and international markets, and an ATDW-driven content distribution network. The agency's "customers" are effectively four stakeholder groups: WA tourism operators, travel trade partners, media, and tourism investors, with no revenue-bearing contracts or pricing tiers disclosed.

Name

Tourism Western Australia

Legal name

Western Australian Tourism Commission, trading as Tourism Western Australia (Tourism WA)

Website

https://tourism.wa.gov.au

Company type

Private

Founded year

1983

Operating status

Operating

Short description

Tourism Western Australia is a Western Australian State Government statutory authority that promotes Western Australia as a holiday and events destination. It runs the westernaustralia.com consumer platform, the Walking On A Dream brand, event funding programs, and free operator resources across 12 international and domestic markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Distribution channels4 records

Marketing channels14 records

Core offering

Tourism Western Australia (Tourism WA), officially the Western Australian Tourism Commission, is a State Government statutory authority that promotes Western Australia as a holiday and events destination. It supports the WA tourism industry through destination marketing campaigns (Walking On A Dream brand and its extensions), event funding programs, operator accreditation and training, travel trade development, investment attraction, and visitor research data. Its primary consumer platform westernaustralia.com and industry platform tourism.wa.gov.au distribute WA tourism products globally via the Australian Tourism Data Warehouse (ATDW).

Product overview

Tourism Western Australia is a government tourism organization that operates multiple digital platforms and programs to promote Western Australia as a holiday destination. Its primary consumer platform is westernaustralia.com, which distributes tourism products through the Australian Tourism Data Warehouse. The organization supports the industry through its Walking On A Dream global brand, which includes sub-campaigns such as Where Dream Events Happen (events), Connect with Culture (Aboriginal experiences), and Drive the Dream (road trips). Tourism WA offers newsletters including The Westerly (consumer), This is WA (media), and Talking Tourism (industry). The organization provides business support through the Trade Ready Introduction Program, The Dream Collective recognition program, ATDW product listings, accreditation services, and famil programs. Event funding is available through Major Events Funding, Regional Events Program (for events seeking $40,000+), and Regional Events Scheme (for events seeking $5,000-$40,000). Additional services include the Camping with Custodians Aboriginal campground program, Cyclone Narelle recovery support, and the DoTS Hub for visitor statistics.

Differentiator

Problem solved

Functional benefit

Brands

• Walking On A Dream: Western Australia's global tourism brand used for international marketing campaigns
• Where Dream Events Happen
• Connect with Culture
• Drive the Dream

Products and services

• westernaustralia.com

Quantifiable outcome

• Tourism industry supports 120K+ jobs in Western Australia
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Tourism Research AustraliacoreStrategic or Co-development PartnerFederal government tourism research body providing visitor statistics, domestic tourism data (DoTS), and international visitor survey data that informs Tourism WA's market strategies and industry reporting.
• Tourism AustraliacoreStrategic or Co-development PartnerNational tourism marketing organization collaborating on international marketing campaigns, media hosting programs, and trade events including Australian Tourism Exchange (ATE) and Marketplace events.
• Tourism Council Western AustraliacoreStrategic or Co-development PartnerPeak industry body for tourism in WA, co-developing The Dream Collective recognition program and providing accreditation services including Sustainable Tourism, EcoStar, and Accessible Tourism programs.
• Australian Tourism Data Warehouse (ATDW)coreTechnology or IntegrationNational digital tourism platform enabling distribution of WA tourism products across hundreds of websites, quality assurance of content, and real-time updates to operator listings.
• Australian Bureau of StatisticsminorStrategic or Co-development PartnerFederal statistical agency providing demographic and economic data supporting tourism research and planning.
• Western Australian Indigenous Tourism Operators Council (WAITOC)coreStrategic or Co-development PartnerPeak body for Aboriginal tourism operators in WA, consulted on Connect with Culture campaign development and promoting authentic Aboriginal experiences across the state.
• Business Events PerthcoreStrategic or Co-development PartnerOrganization supporting business events in WA, providing bid and event support funding, hosted site inspections, bid preparation, and industry supplier connections.
• Regional Tourism OrganisationscoreStrategic or Co-development PartnerNine regional tourism organizations across WA's tourism regions including Destination Perth, Australia's South West, Australia's North West, Australia's Coral Coast, and Australia's Golden Outback.
• FORM Building a State of CreativityminorGTM or Marketing PartnerArts organization producing cultural events including Thomas Dambo's Giants of Mandurah, supported through Regional Events Program funding.
• Ecotourism AustraliaminorChannel Partner/ Reseller/ DistributorCertification body providing ecotourism and sustainability accreditation programs for WA tourism operators.
• Caravan Industry Association of AustraliaminorChannel Partner/ Reseller/ DistributorNational caravan industry accreditation provider offering comprehensive accreditation programs for WA caravan parks and operators.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/westaustralia
• YouTubeyoutube.com/user/westernaustralia
• Facebookfacebook.com/TourismWesternAustralia
• LinkedInlinkedin.com/company/tourism-western-australia
• Instagraminstagram.com/westernaustralia
• TikToktiktok.com/@westernaustralia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Western Australia