The Cook Government has initiated a major $2 million tourism campaign designed to drive interstate visitation, offering significant discounts on flights, accommodation, and experiences across Western Australia. This ‘WA Dream Sale,’ a partnership between Tourism WA and the global travel platform Expedia Group, represents a critical opportunity for agritourism operators to secure a pipeline of new bookings and capitalise on a state-supported marketing push over the next eight months.
Discounts on Flights and Accommodation to Drive Regional Bookings
According to the government’s announcement, the campaign encourages travel to all of the state’s regions by offering substantial discounts, including up to 25 per cent off select direct flights to key hubs such as Perth, Broome, and Busselton. The inclusion of Busselton as a key destination is particularly relevant for operators across the South West. The sale also extends to hotels, travel packages, and tourism experiences statewide, creating a compelling call to action for travellers on the east coast. The initiative aims to build on the 1.1 million interstate visitors who contributed $3 billion to the WA economy in the year ending March 2025.
This is precisely the type of large-scale campaign that creates momentum for our regional operators. It puts Western Australia at the front of mind for potential visitors, and the direct discounts on flights remove a key barrier to travel. The primary task for our members now is to ensure they are in the best possible position to convert that interest into confirmed bookings.
How Agritourism Operators Can Capitalise on the Campaign
While Tourism WA’s campaign will generate broad market demand, individual operators must take proactive steps to benefit. The promotion is being run across Expedia Group platforms, including Wotif. It is imperative that all WAAA members with listings on these sites review them immediately for accuracy, appeal, and competitiveness. High-quality, recent photographs, compelling descriptions of the farm experience, and up-to-date availability are essential to capturing the attention of motivated travellers.
Operators should also consider developing special offers or packages that align with the ‘Dream Sale’ branding. A ‘Farm Stay Dream Package’ or a ‘Winery Escape’ could be promoted on an operator’s own website and social media channels, leveraging the awareness generated by the government’s investment. The campaign also highlights businesses listed in ‘The Dream Collective 2025,’ Tourism WA’s program recognising the state’s leading operators, underscoring the importance of maintaining high standards of service.
Government Backing Provides Market Confidence
This campaign is a significant investment aimed at providing an immediate boost to the state’s visitor economy. Tourism Minister Reece Whitby stated that the 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.” A similar campaign last year resulted in the sale of more than 10,000 discounted airfares into the state, indicating a strong potential for success with this new, expanded promotion.
WAAA members are encouraged to view the public-facing campaign to understand the offers and messaging being presented to potential visitors. The sale is being promoted at wotif.com/westernaustralia and expedia.com.au/westernaustralia.
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