- Western Australia’s visitor spend hits $19.2 billion, $800 million over annual target
- Visitor numbers reach 11 million, 300,000 above goal
- Major events deliver $2.80 for every dollar spent
- Strong tourism growth supports the Cook Labor Government’s strategy of creating more local jobs for WA workers
Western Australia’s tourism industry had an outstanding year, with $19.2 billion in visitor spend, 11 million overnight visitors, and major events delivering a $2.8 return on every $1 invested by the Cook Labor Government.
The visitor results, produced by Tourism Research Australia, demonstrate a thriving tourism sector, with visitor spend exceeding WA’s target by a staggering $800 million and highlighting the strength of the State’s visitor economy.
WA’s 11 million overnight visitors were 300,000 more than the annual target and the highest number the State has ever welcomed, driven by growth across domestic and international markets.
Western Australia also recorded huge gains in its international market share, achieving 8.7 per cent against a target of 8 per cent, with the State the first in the nation to recover international visitation to pre-pandemic levels, achieving a record 1 million international visitors.
The United Kingdom was WA’s largest source of tourists, with more than 163,000 visitors spending $414 million in Western Australia, while 70,000 visitors from China spent more than $500 million across the State.
Work with Western Australia’s priority growth market in India saw 50,000 visitors travel to the State.
The growth has been supported by improved international air access, with Perth now connected to 22 international destinations through nonstop services operated by 26 airlines, strengthening access to key visitor markets.
Regional communities also shared in WA’s tourism success, with visitors spending $6 billion across regional Western Australia during 2025.
Visitation to Western Australia was boosted by the Cook Labor Government’s events strategy, which continued to deliver strong economic results, generating a return of $2.80 for every $1 invested in major and regional events, exceeding the targeted return of $2.40.
Tourism Research Australia has also introduced an updated methodology for measuring tourism-filled jobs, which will provide a new and more accurate baseline for this important indicator and support stronger measurement of the sector’s employment contribution moving forward.
The results reinforce Western Australia’s position as a world-class visitor destination and demonstrate the effectiveness of the Cook Labor Government’s long-term investment in destination marketing, aviation development, tourism infrastructure and major events, supporting local jobs and the economic diversification of the State.
The Cook Labor Government’s ongoing investment into the State’s tourism industry is continuing to boost the sector, with $46.7 million recently committed to deliver outcomes through destination marketing, investment attraction and infrastructure development, business events, and $20 million for Aboriginal tourism initiatives.
As stated by Premier and Tourism, Trade and Investment Minister Roger Cook:
“My government is focused on our priority of getting WA workers into WA jobs, and our tourism strategy is key to growing the sector and diversifying our economy.
“Achieving $19.2 billion in visitor spend, 11 million overnight visitors, and a return on investment of $2.80 for every $1 spent for major events is a fantastic result for the sector.
“It’s a testament to the thousands of workers across our tourism and hospitality sector that Western Australia is a welcoming, vibrant place for visitors from all over the world.
“Importantly, regional WA and our State’s Seven Cities are benefitting from the sector growth, with $6 billion spent by visitors in regional destinations where tourism is a vital sector.
“These record results show WA’s tourism industry is strong, but there is still an enormous opportunity ahead, particularly in emerging markets such as India and Vietnam, where we are seeking to convert opportunities into more visitors, stronger aviation links, and new investment to grow our visitor economy.”
