Western Australia receives more than a million foreign visitors, the most ever.

With over a million foreign tourists in the 12 months leading up to October 2025, Western Australia has seen the highest number of foreign visitors in its history. This is a significant turning point in the State’s tourism recovery and expansion.

Western Australia saw a record 1.024 million foreign visitor arrivals in the year ending October 2025, above the pre COVID standard of 996,000 visitors, according to new data released by Tourism Research Australia (TRA). This accomplishment establishes Western Australia as the state with the best recovery in foreign tourism in the country and validates the State’s complete recovery from the pandemic.

Western Australia achieved full recovery two years ahead of TRA’s national forecast and had the highest year over year percentage gain in foreign arrivals throughout Australia. The interstate travel market’s recovery, which was finished in March 2023, comes after the international rebound.

Targeted investment and international destination marketing campaigns spearheaded by Tourism Western Australia have contributed to the steady rise. These include the highly successful celebrity led promotions like Daniel Ricciardo’s Drive the Dream, the award winning global brand campaign Walking On A Dream, and effective conversion led campaigns that were carried out in collaboration with international trade stakeholders and increased State reservations.

Major events like WWE Crown Jewel and the Bledisloe Cup, ongoing investments to promote Aboriginal tourism and increased visitor participation in Aboriginal experiences have all contributed to the rise in foreign visitor numbers. Major cruise lines have also been drawn to the area, with cruise tourism currently at 160% of pre COVID levels.

With WA now served by 24 foreign airlines and connected to 20 places worldwide, the state’s aviation network has also grown. While interstate seat capacity exceeded 110 percent in January, international seat capacity into the State reached 131% of January 2019 levels.

“More than a million international visitors in a year is an incredible achievement and to not only deliver international visitor recovery ahead of the nation, but exceed it by 28,000 visitors, is a phenomenal result for Western Australia,” said Tourism Minister Reece Whitby in response to the milestone.

“We’ve accomplished what no other State has, and our tourism industry is back in the strong position it was in prior to the COVID-19 pandemic, ready to hit the new heights set out in our 10 year plan for tourism, thanks to our global brand cutting through the competitive world stage and a strong conversion and trade focus helping deliver more bookings.”

This accomplishment demonstrates that the Cook Government’s tourism investment is effective. Whether it is securing major events, promoting Western Australia overseas with an awardmwinning brand, boosting aviation connectivity, developing sustainable Aboriginal tourism experiences, or energising the regions with new cruise and lodging options, the visitor economy is expanding.

With over 30,000 tourist and hospitality enterprises throughout Western Australia and over 120,000 employment related to tourism in 2023–2024, tourism is currently the fifth largest employer in the State.