Walking On A Dream brand refresh reimagines “The Spirit of Adventure” 

(20 April, Singapore) Tourism Western Australia has announced the refresh of its global tourism brand Walking On A Dream (WOAD). WOAD reimagines its brand narrative “The Spirit of Adventure” through a stunning brand film soundtracked by West Australian Symphony Orchestra and amplifies this narrative through a newly appointed collective of WA ambassadors known as The Dreamers. 

First introduced in 2022, WOAD played a central role in WA's post-pandemic tourism recovery, becoming the first state in Australia to achieve a full return of international visitation. Building on that success, the refreshed campaign arrives as Western Australia's tourism performance accelerated in all areas in the year ending December 2025: strong international visitor growth, with 1.1 million international visitors — the highest international visitor number ever recorded in WA — spending A$3.4 billion. 

"Walking On A Dream, Tourism Western Australia's next chapter will continue to position Western Australia as a distinctive, world-class destination within an increasingly competitive global travel market," said Anneke Brown, Managing Director, Tourism Western Australia. (right) "The brand refresh celebrates WA's deep connection to nature, culture and Country, progressing towards our target of achieving a A$25 billion-dollar tourism economy by 2033."

A Film Rooted in Magic and Country 

At the heart of the brand refresh is an ethereal film conceived by WA-based creative organisation, The Brand Agency. The film features a reimagining of electronic band Empire of the Sun's iconic track “Walking On A Dream” performed by the West Australian Symphony Orchestra alongside Aboriginal artist and Karajarri1 man Billy-Jo Shoveller — a powerful fusion of contemporary and indigenous artistry.

The film evokes a sense of magical realism, inspiring travellers to explore beyond the expected and capturing the feeling that anything is possible across WA's breathtaking and diverse landscapes. 

It is led by two actors who embody Western Australia at its finest: Nelson Baker, a Nyikina2 Aboriginal man from Broome, and Angelica Blazeska, a Perth-born actor — both graduates of the prestigious Western Australian Academy of Performing Arts. 

Featured destinations span WA's most iconic experiences: Perth, Rottnest Island, Margaret River Region, Ningaloo Reef, and The Kimberley. 

The brand refresh also includes region-specific videos which can be accessed on the Tourism Western Australia website. Meet The Dreamers — WA's New Ambassador Collective

The  Dreamers

To bring the campaign to life through authentic voices, WA has engaged a collection of passionate ambassadors who embody the spirit and diversity of Western Australia. Known collectively as The Dreamers, these ambassadors represent six defining experience pillars: Road Trips and Station Stays; Art, Sports and Entertainment; Nature and Wildlife; Hikes and Trails; Food and Drink; Aboriginal Experiences. Through their stories, content, and collaborations, The Dreamers offer travellers a rich, insider perspective on what makes Western Australia truly remarkable.

Next iteration of Walking On A Dream Comes to Singapore 

The WOAD refresh was celebrated in Singapore with an exclusive cocktail event on 20 April at Drinks&Co. Grill & Cocktails @ Chijmes, a concept restaurant that serves boutique liquors and exquisite food in an atmosphere of urban elegance. 

The event brought together WA trade operators to showcase local produce for guests to sample and experience a genuine taste of WA. 

As part of the partnership, Drinks & Co debuted an exclusive selection of WA craft spirits and beers on their menu, from brands such as Sin Gin, Spinifex, Blasta, Running With Thieves, Margaret River Beer Co, and Whipper Snapper Distillery. 

"Food and drinks are some of the primary reasons Singaporeans love WA, and we really wanted to make WA cuisine the entryway into the Singapore market," said Ava Ang, Singapore Country Manager, Tourism Western Australia. "Drinks & Co, with its love for good liquor coupled with its familiarity to the Singapore audience, is the ideal partner to showcase the many craft beers and unique spirits of WA.” 

As part of the partnership, Tourism WA and Drinks & Co will be rolling out a consumer promotion mechanic “Sip & Savour Western Australia” to incentivise Singaporeans to try out WA liquors and win big!

Sip and Savour Western Australia

Sip & Savour Western Australia is a limited-time activation celebrating Western Australia’s artisan beer and spirits culture across the group’s venues in Singapore. Available from Wednesday 25 March to 05 June, the activation invites guests to discover a new season of flavour and explore new-to-market Western Australian pours and brand stories from a featured collection of multi-award-winning master brewers and distillers.

Consumers also stand the chance to win a trip for two to Western Australia with purchase of a drink from participating Drinks & Co venues (please refer to Annex E for more information).

The next chapter of WOAD will roll out across 13 global markets including Singapore, New Zealand, United Kingdom, and China.

For more information, visit tourism.wa.gov.au

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