The Western Australian Government, in partnership with Tourism WA and Expedia Group, has launched a $2 million interstate marketing campaign titled the “WA Dream Sale.” This initiative presents a direct and immediate opportunity for agritourism operators to attract visitors from the eastern states by offering significant discounts on flights, accommodation, and tourism experiences. The campaign is a strategic move to build on the recent growth in the domestic market and create a strong pipeline of bookings over the next eight months.
Driving Bookings to Regional Western Australia
A key feature of the WA Dream Sale is its focus on driving visitation to all regions of the state. The campaign includes discounts of up to 25 per cent on select direct flights to Perth, Broome, and Busselton. The inclusion of key regional airports like Busselton is a significant advantage for operators in the South West. By lowering the cost barrier of air travel, the campaign makes a WA holiday a more compelling proposition for interstate visitors, who are often high-value tourists with a longer length of stay and higher daily spend.
The sale also encompasses discounts on hotels, travel packages, and, crucially, tourism experiences across the state. This provides a clear pathway for WAAA members to participate, either by offering their own discounted packages through the Expedia and Wotif platforms or by benefiting from the increased number of independent travellers in their region seeking authentic local experiences.
Building on Strong Market Momentum
The campaign is timely, launching as the state enjoys a resurgence in domestic tourism. According to the government, WA welcomed 1.1 million interstate visitors in the year ending March 2025, the highest number since 2019, contributing $3 billion to the state’s economy. The WA Dream Sale is designed to capitalize on this momentum.
Tourism Minister Reece Whitby emphasised the campaign’s strategic importance.
“The WA Dream Sale is part of our strategy to boost the important domestic market by presenting attractive travel offers designed to entice east coast visitors to explore WA,” he said.
“We’re rolling out the welcome mat with travel deals that make it easier than ever for Australians to discover the magic of our State, from pristine coastlines to world-class wine regions.”
Actionable Steps for Agritourism Businesses
To maximise the benefits of this campaign, agritourism operators should immediately review their online presence and booking capabilities on platforms like Expedia and Wotif. Ensuring that listings are up-to-date, with high-quality imagery and compelling descriptions, is essential. Operators should also consider developing special packages or offers that can be promoted in conjunction with the sale to capture the attention of motivated travellers.
Regional Development Minister Stephen Dawson noted the campaign’s focus on regional operators.
“The WA Dream Sale puts a worthy spotlight on what regional tourism operators have to offer, and the Cook Government is proud to support this campaign,” he stated. This is a clear signal that the government’s marketing efforts are designed to disperse visitors beyond Perth, and proactive operators are best placed to benefit.
Leave a Reply