WA’s global tourism brand ‘Walking on a Dream’ launches in China

  • Walking On A Dream launches in major Chinese cities
  • Partnerships signed with major social media and tourism companies in China
  • Follows China Southern Airlines’ announcement of returned non-stop service between Guangzhou and Perth
  • Supported by the Western Australian Government

Western Australia’s Walking On A Dream tourism campaign launched in China today as part of its continued global rollout across key international markets.

The Walking On A Dream brand will be featured across social media platform Douyin – a Chinese social media platform – in Shanghai, Guangzhou, Beijing, and Shenzhen. The campaign will also feature imagery and showcase experiences in Perth City, Kings Park, Rottnest Island, the Swan Valley, the Pinnacles and Hutt Lagoon.

Key partnerships with C-Trip, Tongcheng Travel and Mafengwo, China’s equivalent to Trip Advisor, will also form part of the large-scale brand launch. These partnerships will focus on promoting travel packages and driving hotel, flight and tour bookings to Western Australia via special offers.

Additionally, the brand will appear on billboards in key locations across Shanghai and Guangzhou, with Western Australia’s iconic whale shark floating above the bustling city streets.

China was WA’s largest market based on visitor spend in 2019, with 73,000 Chinese visitors contributing a huge $367 million to the WA economy.

The brand launch follows China Southern Airlines’ announcement of the return of their non-stop service between Guangzhou and Perth from 28 November 2024, promising renewed tourism and trade opportunities between WA and China.

First unveiled in September 2022, Walking On A Dream imagery has captivated audiences in major global cities including at London’s Piccadilly Circus, Tokyo’s Shibuya Crossing and New York City’s Times Square on New Years Eve, with an estimated 210 million views worldwide so far.

Since the brand’s initial launch in September 2022, annual visitor spend in Western Australia has increased by around 36 per cent, from $12.27 billion to $17.7 billion in the year ending December 2023.

Find out more about Walking On A Dream at tourism.wa.gov.au.

As stated by Tourism Minister Rita Saffioti:

“China is one of our most important tourism markets, and this launch is perfectly timed to capitalise on the recent announcement of non-stop flights resuming between WA and China.

“Partnerships with local social media and tourism operators form a critical part of selling Western Australia to the world, and the launch in China will ensure we continue the momentum of keeping Western Australia top-of-mind for travellers seeking extraordinary destinations.

“The WA Government looks forward to enjoying strengthened ties between our two regions.”

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