More than 190 leading Western Australian tourism operators have been inducted into Tourism WA's industry recognition program, The Dream Collective, run in partnership with Tourism Council WA.

The program, now in its second year, champions WA tourism operators and experiences that are committed to enhancing their business in the areas of customer service, accessibility, marketing, and sustainability and are actively contributing to building a high-performing WA tourism sector.

The 2025 cohort includes high-performing tourism businesses from across the state such as Cygnet Bay Pearl Farm in the Dampier Peninsula, Mandalay Holiday Resort in Busselton, and Live Ningaloo in Exmouth.

In its inaugural year, The Dream Collective program promoted participating businesses to more than 2.3 million high-yield travellers worldwide and drove 42,000 visits to their business' profiles from westernaustralia.com. More than 60 Dream Collective businesses were showcased in over 250 familiarisation tours to global travel agents, media, and travel wholesalers, and digital collaborations with influencers featured The Dream Collective operators in over 100 content pieces viewed by more than 350,000 people.

A new eligibility requirement was introduced this year requiring The Dream Collective businesses to complete an accessibility assessment and clearly display accessibility information on their website, helping consumers with accessibility needs find important information easily when planning their trip.

According to Tourism Australia's Future of Demand research (2022), around 24 per cent of international travellers considering Australia have an accessibility requirement — highlighting the importance of making this information readily available and visible.