WA must develop global brand: opposition

Western Australia must develop a "global brand" in order to diversify the economy according to the opposition.

Opposition Leader Mark McGowan said the WA government had failed in marketing the region to the world, with the state falling behind NSW and Victoria in tourism.

"We need to sell our state to the world and to the rest of Australia. We need a consistent brand to do so and currently we don't have it," he said.

Mr McGowan said Labor would develop the brand to market WA's agriculture, education and technology industries to the world if it won the next election.

"Clearly we have a clean, green state, clearly we have quality industries but we're not selling them well enough around Australia and around the world," he said.

Mr McGowan said he would consult with industry to create a brand for WA that could be used by both the public and private sectors.