Western Australia Tourism Unlocked for Record-Breaking 2026

Western Australia is entering 2026 as one of Australia’s standout tourism success stories, with record international arrivals, expanding air links and a wave of new experiences positioning the state as a destination for epic road trips, wild coastline encounters and wide open landscapes.

Tourism Momentum Builds With Record International Arrivals

Publicly available data from Tourism Western Australia indicates the state welcomed just over one million international visitors in the 12 months to October 2025, surpassing its previous record set in 2019. Industry analysis describes the milestone as a symbolic comeback moment for the destination, reflecting Western Australia’s rapid recovery compared with national benchmarks.

Tourism Research Australia’s broader figures for 2024 and early 2025 show international travel to Australia rebounding strongly, with Western Australia among the fastest-growing states for overseas visitation and visitor nights. Analysts note that this recovery has come on top of a still-solid domestic market, which swelled during border closures and has remained resilient even as more Australians venture overseas again.

Tourism Western Australia’s latest snapshots also point to steady growth in total visitation and spending across regions such as Perth, the South West and the Coral Coast. In the Margaret River region, local industry briefings report that total visitation is now tracking above pre-pandemic 2019 levels, underscoring how coastal drives, wine country and surf breaks continue to anchor the state’s appeal.

Strategic documents, including the Western Australia Visitor Economy Strategy 2033, set an ambition to build a 25 billion dollar visitor economy within the next decade. The fresh momentum in international arrivals, combined with incremental gains in domestic spending, is seen as a critical foundation for meeting that long-term target.

Epic Landscapes Drive Demand From Coastlines to the Outback

Western Australia’s vast geography remains its primary calling card, with tourism campaigns foregrounding the contrast between coral reefs, karst gorges, ancient forests and desert panoramas. Marketing material under the state’s “Walking On A Dream” brand, recently refreshed for international markets, continues to position WA as a place where visitors can pair dramatic nature with space and solitude.

Along the Coral Coast, Ningaloo Reef and Exmouth continue to attract attention as one of the few places in the world where visitors can swim with whale sharks in crystal-clear water a short distance from shore. Travel industry coverage highlights strong demand for marine wildlife tours, extended reef cruises and coastal 4WD itineraries that link Ningaloo with remote beaches, national parks and Aboriginal-guided experiences.

Further south, the Margaret River and South West region is being promoted as a multi-layered destination where surf breaks sit alongside cellar doors, tall karri forests and emerging trail networks. Regional tourism organisations report that visitors increasingly combine wine tasting with mountain biking, guided hiking and coastal cliff walks, reflecting a broader shift toward active, nature-based itineraries.

Inland, the golden outback and Kimberley regions continue to feature in national and international coverage for their big-sky road trips, station stays and gorge networks. Operators report sustained interest in multi-day 4WD adventures along routes such as the Gibb River Road, as well as scenic flights over towering waterfalls, striped sandstone domes and coastal cliffs that are difficult to access by land.

New Campaigns and Experiences Target High-Yield Travellers

Tourism Western Australia has recently launched a new chapter of its global “Walking On A Dream” brand, aimed at reinforcing the state’s image in key markets including the United Kingdom, New Zealand, Singapore and China. According to publicly available campaign information, the updated creative leans heavily into immersive soundscapes, Aboriginal cultural storytelling and cinematic depictions of WA’s red-earth and turquoise-water contrasts.

The refreshed brand sits alongside a pipeline of product development that includes eco-lodges, boutique city hotels and expanded Aboriginal tourism offerings. Tourism industry reports highlight the growth of multi-day cultural tours, guided walks on Country and stargazing experiences that leverage Western Australia’s dark skies and remote locations.

Investment briefings from regional tourism bodies outline new and upgraded lookouts, skywalks and visitor facilities across national parks in the Coral Coast, Golden Outback and North West. These upgrades are aimed at improving safety and accessibility while spreading visitation beyond a handful of well-known hotspots and encouraging longer stays in regional towns.

At the same time, local operators have been tailoring itineraries to appeal to higher-yield segments, from luxury self-drive and small group tours to specialist diving, hiking and astro-tourism packages. Industry analysts suggest this focus on value rather than volume is helping Western Australia manage growth across sensitive environments such as reefs, islands and desert reserves.

Improved Air and Road Access Open the State to New Markets

Connectivity has been a key part of Western Australia’s tourism recovery story. Aviation and government announcements over the past two years show a steady expansion of both international and domestic services into Perth, as well as new links to regional gateways.

Qantas and other carriers have continued to position Perth as a long-haul hub, with the reinstated nonstop Perth to London service joined by newer direct connections into Europe, including Rome and Paris, operating across recent seasons. Airline statements and airport planning documents indicate that Perth’s geographic position between Europe and Asia remains central to future route development and stopover strategies.

On the regional front, emerging carriers such as Nexus Airlines have added routes connecting Perth with centres including Kalgoorlie, Geraldton, Karratha and Broome, while QantasLink and others have launched seasonal and year-round services linking Perth to destinations such as Hobart and Newcastle. Aviation industry reporting describes these routes as significant for dispersing visitors beyond the capital and supporting multi-stop itineraries.

Looking ahead, transport and infrastructure planning for projects such as the proposed EastLink WA corridor, alongside ongoing upgrades on existing highways, is expected to further support self-drive journeys through the Wheatbelt, Goldfields and interior. Tourism analysts note that road accessibility, rest-stop facilities and charging infrastructure will be crucial in shaping how visitors experience WA’s celebrated long-distance drives.

Balancing Growth With Sustainability Across Fragile Environments

As visitor numbers climb, Western Australia’s tourism sector is increasingly focused on sustainability, particularly in marine parks, island reserves and desert ecosystems. Government reports and park management plans emphasise caps on certain activities, seasonal closures and investment in boardwalks and designated viewing platforms to reduce pressure on dunes, reefs and cultural sites.

Rottnest Island, Ningaloo Marine Park and key sites along the South West coast continue to be monitored closely, with published management updates outlining measures such as controlled moorings, regulated wildlife interactions and visitor education campaigns. Environmental groups and academic researchers have also been tracking impacts and contributing recommendations on topics ranging from coral health to marine megafauna protection.

Regional tourism organisations are promoting shoulder-season travel and dispersal to lesser-known parks and towns as a way to smooth peak pressures. Publicly shared visitation summaries from areas such as the Margaret River region indicate that total numbers can grow while intrastate day-trip volumes soften, suggesting opportunities to focus on longer stays, public transport links and low-impact touring.

Across the state, operators and destination managers are positioning Western Australia as a place where visitors can still find space, quiet and intact landscapes even as tourism expands. The emphasis on sustainability, cultural collaboration and thoughtful infrastructure is increasingly presented as a core part of the state’s brand, underpinning its promise of epic adventures, wild coastlines and must-see experiences for years to come.