Tourism Western Australia Launches New Tourism Campaign Catered for Singaporeans

CONTENT: Yiew Kai Jie

Tourism Western Australia has launched a new “Walking On A Dream” brand campaign in Singapore, as the country has become the number one destination for international visitors into the state, representing over 24% of all inbound visitors in the third quarter of 2022.

The new tourism angle for Western Australia focuses on highlighting the natural wonders of Western Australia and invites travellers to step out of their comfort zone and embark on an adventure, be it taking a dip and swim with the giant whale sharks, sip on fine wine from Margaret River’s vineyard and learn traditional folk dancing from Aboriginal dancers in Kimberley, Margaret River, Ningaloo and Perth.

“Singapore is currently our number one international source market, so we are delighted to launch this brand campaign to entice more Singapore residents to visit us for the first time or come back to explore new destinations within the State,” said Carolyn Turnbull, the Managing Director for Tourism WA.

The campaign is aimed at adventurous travelers, and features stunning cinematography and scenes that blend dream and reality with the sound of Western Australian music duo- Empire of the Sun’s ‘Walking On A Dream’! It pays homage to the rich Aboriginal culture of Western Australia and is designed to stand out in a highly competitive global marketplace as travel returns to pre-COVID levels. The A$15 million campaign will feature across various media including print, digital and social media platforms.

“We have a whole host of activity going live in Singapore, including high impact Walking On A Dream assets in premium shopping and entertainment areas such as Raffles City and ION Orchard, as well as targeted social media marketing. Pre-Covid, 87% of Singapore leisure visitors to WA were on a return visit to Australia. We hope this new campaign showcasing Western Australia’s magical landscapes will inspire Singapore residents to travel beyond Perth and discover new experiences.” said Ava Ang, the Country Manager for Tourism WA Singapore and Malaysia.

“Singapore is a mature market for us, and Singaporeans are sophisticated travellers seeking space, freedom, connection, and time, all things that Western Australia delivers in spades,” said Melissa Forbes, the acting Executive Director for Marketing Tourism WA.

For more information on the new tourism brand, visit Website