Tourism Western Australia’s ’Walking on a Dream’ campaign, featuring the iconic whale shark, captured hearts worldwide—from London to New York, Tokyo to Shanghai, and more! This campaign wasn’t just about marketing; it was a story that turned curiosity into a burning desire to explore, showcasing WA’s stunning beauty and positioning the state as a dream destination. While we can’t claim credit for this masterpiece, at Ignite Search, we understand this magic and have the expertise to bring the Australian tourism boom to your business. After all, you have to see it to believe it, right?
I Blinked and Missed It! What’s the ‘Walking on a Dream’ campaign?
In September 2022, Tourism WA launched an immersive ad campaign, created by The Brand Agency, to reawaken tourism in Western Australia. The visually inspiring journey follows a young man and woman exploring the diverse landscapes of WA—from bushland and sand dunes to crystal-clear beaches. Set to the soundtrack of ‘Walking on a Dream’ by Empire of the Sun, the campaign ends with the breathtaking sight of a whale shark swimming in the sky, encapsulating the dreamlike experience of WA.
What’s Happening in Australian Tourism Right Now?
Since its launch, the ‘Walking on a Dream’ campaign has featured on 3D billboards worldwide, contributing to a 36% increase in WA tourism spending, which rose from $12.27 billion to $17.7 billion by December 2023. The country nationally saw a 19% increase in Australian tourism spending in 2023, totalling $198.26 billion, with international holiday arrivals reaching 2.9 million—up from 1.8 million in 2022.
Other Notable Australian Tourism Campaigns in 2022 and 2023
Other campaigns, such as the national ‘Come and Say G’day’ campaign, helped restore visitor numbers to 80% of pre-pandemic levels by mid-2023, while Tourism Tasmania’s ‘Come Down For Air’ campaign significantly increased visitors and spending in Tasmania. Sydney’s ‘Feel New Sydney’ campaign highlighted the city’s vibrant culture and attractions, leading to a 15% increase in visitors and a 14.9% rise in domestic tourism spending. Melbourne’s ‘Stay Close, Go Further’ and ‘YOLO Melbourne’ campaigns also boosted local tourism, attracting 3.6 million interstate visitors and contributing $5.1 billion to the local economy by March 2023.
The State of the Australian Tourism Industry in 2023
In 2023, Australia saw 112.6 million domestic overnight stays, up from 4.4 million in 2022. There were also 216.2 million domestic day trips and 77.7 million intrastate trips, highlighting a significant recovery in the tourism industry. With numbers expected to return to pre-pandemic levels before 2030, now is the perfect time for Australian businesses to capitalise on this tourism boom.
Digital Marketing Strategies to Power Your Australian Tourism Business
Tourism marketing in 2024 has shifted to the digital forefront in a big way, and this should be reflected in your marketing activities.
Please find below the top ways in which you can promote your Australian tourism business and start attracting the right audiences:
- Website: A well-designed and inviting user-friendly website helps to create a strong online presence. With options for language translations, search function, images and additional points of contact, potential customers will be checking out your website.
- Social Media Marketing: Engaging content and targeted ads on social platforms can dramatically extend a brand’s reach, creating strong connections with global audiences.
- SEO and Online Advertising: High visibility in search results and effective online ads play a crucial role in capturing the attention of tourists actively seeking travel options.
- Onsite Content: Consistently publishing blogs, articles, and newsletters can keep potential customers engaged, building trust and brand loyalty over time.
- Strategic Partnerships: Collaborations with influencers, travel agencies, and other partners can significantly amplify a brand’s presence, attracting a wider audience.
- Travel Platform Integration: Being featured on popular travel platforms enhances visibility, placing brands where tourists are most likely to search for accommodations and experiences.
- Mobile and Messaging Engagement: Real-time interaction through mobile apps and messaging services can foster closer relationships with customers, enhancing their overall experience.
- Immersive Technology: Virtual and augmented reality offer powerful tools for creating immersive previews, sparking interest and desire in potential visitors.
- PR and Media Outreach: Securing features in travel guides and articles can boost a brand’s credibility and expand its reach, making it more attractive to potential visitors.
- Chinese Marketing: If your audience is primarily from another country, such as China, or from South East Asia, you should consider marketing in Chinese. Chinese Marketing is extremely lucrative and can open up entire new audiences that you might not have tapped into.
Why Ignite Search is Your Dream Partner for Digital Destination Marking in 2024
At Ignite Search, we specialise in crafting digital marketing strategies that connect deeply and transform your business vision into results. From social media to SEO, content marketing to onsite content and web development, our expertise in these powerful platforms can help you attract and convert visitors into paying customers.
We’ve successfully worked on campaigns for top brands like Lonely Planet and The Hunter Valley.
Visit our website and contact us today to start capitalising on Australia’s destination marketing boom. Your dream marketing campaign is just a call away.
