Have you ever wondered why some tourism businesses thrive while others struggle, even when visitor numbers are up? It’s not just luck; it’s about strategy, marketing, and knowing how to turn those tourist numbers into paying customers.

The WA Government just announced some fantastic news: Western Australia has welcomed a record-breaking one million international visitors in the 12 months to October 2025! This is a monumental achievement, marking a full recovery from the COVID-19 slump and positioning WA as a leader in Australian tourism.

Here’s what you need to know:

• Record-Breaking Numbers: 1.024 million overseas visitors, surpassing pre-COVID benchmarks. That’s a lot of potential customers walking around!
• Leading the Nation: WA is the top-performing state for international tourism recovery, outpacing the rest of Australia by a significant margin.
• Government Investment: The “Walking On A Dream” campaign, celebrity endorsements (like Daniel Ricciardo), and strategic partnerships are paying off.
• Diversified Attractions: Major events, Aboriginal tourism experiences, and a booming cruise industry are all contributing to the surge.
• Increased Connectivity: More international flights and expanded aviation networks are making WA more accessible than ever.

So, what does this mean for your tourism business? It’s time to shift from recovery mode to growth mode. You need to be proactive to capture your share of this booming market.

Here are three actionable steps you can take right now:

1. Review Your Marketing: Is your website up-to-date and mobile-friendly? Are you targeting the right international markets with relevant content? Now is the time to audit and optimise.
2. Enhance Your Customer Experience: With more visitors comes increased demand. Are you prepared to deliver exceptional service that will lead to positive reviews and repeat bookings?
3. Leverage Government Initiatives: Explore how you can align your business with the “Walking On A Dream” brand and other Tourism WA campaigns. Collaboration can amplify your reach.

This is an exciting time for WA tourism. Don’t let this wave of opportunity pass you by. Now is the time to be strategic, be proactive, and get ready to welcome the world.

If you want to turn this influx of visitors into a steady stream of customers, my team at SATM is ready to help you craft a marketing strategy that delivers real results. Let’s make sure your business is ready to shine!

Words by:

Andy Burns

Andy Burns is a driving force in the Western Australian tourism industry, currently serving as Vice-President of the WAAA. He’s the Founder of Scott Aussie Tourism Marketing, a South West WA-based agency specialising in helping tourism businesses thrive in the digital age. Scott Aussie offers a full range of marketing services, from strategic planning and branding to content creation, social media management, and AI-powered solutions. Andy’s deep understanding of the tourism landscape, combined with his expertise in destination marketing and community engagement, makes him a sought-after advisor, speaker, and trainer. He’s a regular presenter at industry conferences and workshops, sharing his insights on topics ranging from digital marketing strategy to the future of tourism. Andy is also a member of the Manjimup Tourist Bureau and a Councillor at the Shire of Manjimup. His previous leadership roles include six years on the board of Tourism Rockingham and five years as Chair of a Department of Biodiversity Conservation and Attraction (DBCA) advisory committee.