The Dream Collective returns to Western Australia in 2025

Tourism Western Australia and the Tourism Council WA have announced the return of the industry recognition program, The Dream Collective Western Australia, following its successful launch last year.

The program promotes and showcases WA’s best tourism operators and experiences through enhanced brand exposure, digital marketing, public relations support, and industry development initiatives to help drive business excellence among the state’s tourism industry.

West Australian operators are invited to apply now to be a part of the 2025 Dream Collective cohort, with applications closing on 5 June 2025.

The 2024 inaugural program delivered significant benefits for participating businesses who received extra promotion through Tourism WA’s activities, including unique public relations opportunities, and direct connections with high-value travellers through multiple campaigns.

Businesses in The Dream Collective WA reached more than 2.3 million domestic high-yield travellers through Tourism WA’s digital and social media campaigns, which also drove 42,000 visits to westernaustralia.com, where operators were further showcased.

Additionally, more than 250 familiarisation tours involving 63 businesses from the program helped build first-hand advocacy for WA’s tourism products and drive media coverage in key visitor markets for operators.

Digital collaborations with influencers resulted in more than 100 content pieces featuring Dream Collective operators which were viewed by a combined audience of over 350,000, while targeted email campaigns connected with 85,000 national and international subscribers.

The Dream Collective WA continues to elevate the visitor experience while ensuring alignment with Western Australia’s Walking On A Dream global destination brand. With its return in 2025, the program builds on its inaugural success, offering even greater opportunities for WA tourism operators to grow, innovate, and shine on the global stage.

“The Dream Collective WA has delivered incredible exposure and tangible benefits for participating operators, with the program helping to grow WA tourism businesses, while showcasing Western Australia’s world-class tourism industry and reinforcing our reputation as a must-visit destination,” Tourism WA managing director, Anneke Brown, said.

“These businesses have the highest online reputation and are the best ambassadors for Perth and regional destinations,” Tourism Council WA CEO, Evan Hall, said. “The Dream Collective has given these businesses major exposure to discerning interstate and local visitors, driving leads and bookings across Western Australia.”

To be included in the program each year, operators must meet eligibility requirements and be successful in annual evaluations across a set of criteria covering customer reviews, website and online platforms, marketing and social media activity, training, accreditation, and awards, with a special focus on sustainable and inclusive visitor experiences.