Tourism gets $15m marketing push

Tourism WA is leaning heavily into a late-2000s synthpop hit for its latest marketing push.

The state government this morning announced its $15 million 'Walking on a Dream' campaign, which takes its name from the 2008 hit single from Empire of the Sun and features a re-recorded version of the song performed by the Sydney-reared duo.

That track was certified five-times platinum in Australia and finished in 4th position on Triple J's Hottest 100 that same year.

Overseas, the single charted particularly well in Europe and was certified gold in Italy and Denmark.

The Brand Agency, which ranks as the state's largest advertising agency by total staff according to Data & Insights, was charged with developing the creative concept for the campaign.

"This unique new tourism identity for Western Australia will make our state truly shine in a crowded global marketplace and elevate WA as a destination of choice for travellers both interstate and internationally," Premier Mark McGowan said.

"WA's wonderful landscapes and heritage, which are unique to each region, are illustrated in the campaign and it's expected these dreamlike experiences, which are a reality here in WA, will appeal to visitors from across the country and all around the world."

Today's news follows the announcement last month that the state government would finally begin work on an Aboriginal Cultural Centre, to be built behind Perth Concert Hall by 2028.

Basil Zempilas was absent when the premier announced the project, with some speculating the snub was the result of either the lord mayor's future political ambitions or the council's decision not to fund upkeep of a swimming pool to be built at the WACA ground.

Mr McGowan has denied this was the case, though, arguing Mr Zempilas' absence was a result of the project having no direct financial contributions from City of Perth.

Tourism WA's campaign reportedly drew inspiration from the state's Aboriginal culture and was developed in consultation with Aboriginal Elders, as well as figures from the state's Aboriginal tourism sector.

Tourism Minister Roger Cook described the campaign, which also features contributions from WA-born Aboriginal performers Rika Hamaguchi and Ian Wilkes, as inspired by Aboriginal culture in an artistic and authentic way.

"Every country, every state is trying to rebuild and refresh their tourist industry," he said.

"It is the toughest and most competitive tourism market the world has ever seen."

He estimated visitor spend in the year before COVID-19 as totalling $13.5 billion.

"This new campaign will ensure that WA stands out as one of the world's most unique, memorable and most desirable places to visit, now and well into the future," he said.

Industry has already come out in support of the campaign with Tourism Council WA boss Evan Hall this morning calling on the state government to stick with the fresh rebranding in the years ahead.

Still, he said he wanted to see more spent on events, infrastructure and airline partnerships.