Tourism Western Australia’s Walking On A Dream invites Singaporeans to experience the state not just through its landscapes, but through a glass via its ‘Sip & Savour’ drinks-led activation in collaboration with Drinks & Co.
If you’re looking for reasons to visit Western Australia, Tourism Western Australia’s latest refresh of its tourism campaign, ‘Walking On A Dream”, is ready to offer more than a few. But they could be boozy.
First launched in 2022 as a cornerstone of the state’s post-pandemic recovery, the campaign’s second iteration reframes Western Australia through a lens of “The Spirit of Adventure”, pairing its cinematic landscapes with a deeper emphasis on culture, community, and lived experience. Think ‘Drive The Dream Road Trip’, an initiative to entice Singaporeans to hit the open road in Western Australia’s vast country, among others. That repositioning comes at a time when the state is seeing record international visitation, with 1.1 million visitors contributing A$3.4 billion in spend in 2025 alone.
Yet beyond the sweeping visuals of the new brand film — shot across locations from Margaret River to the Kimberley — the proposition is one that increasingly understands that for today’s traveller, destination appeal is as much about taste as it is about terrain.
And the latest way it’s choosing to enter Singapore, one of its key inbound markets? Through its drinks.
The premise is straightforward: bring Western Australia to the glass first. Central to this push is ‘Sip & Savour Western Australia’, a consumer-facing activation that runs across multiple Drinks & Co venues in Singapore now till 5 June. Across four venues, guests are introduced to a curated range of craft beers, gins, and whiskies — many of which remain relatively underrepresented in Singapore — alongside pairing menus, tasting sessions, and meet-the-maker moments.
This emphasis on craft is deliberate. Western Australia’s drinks scene — long anchored by the globally recognised Margaret River wine region — has, in recent years, expanded into a more diverse ecosystem of small-batch distilleries and independent breweries. The campaign’s featured producers, including names like Sin Gin, Whipper Snapper Distillery, and Margaret River Beer Co, point to typicity: think native botanicals, experimental grain bills, and a strong sense of locality.
Even better, guests who purchase participating beverages during this promotional period are entered into a draw that offers a chance to win a five-day trip to Western Australia, complete with curated experiences including a beer and spirits cellar door trail and access to local festivals such as Pair’d Margaret River Region.
So if you’ve been dreaming about visiting Western Australia, time to turn that into reality. By drinking.
To find out more about Tourism Western Australia’s ‘Walking On A Dream’ campaign, visit: https://www.westernaustralia.com/au/pages/western-australia-walking-on-a-dream.
Follow us on Telegram to get updated on events and other spirited announcements!
