TOURISM WA is set to implement its Western Australian Cruise Tourism Strategic Plan 2023-2033, with the aim of securing new cruise lines to visit the state; expanding the itineraries of existing in-market cruise ships; and attracting more seasonal home port vessels for Fremantle. With the aim of growing economic outcomes...
TOURISM WA is set to implement its Western Australian Cruise Tourism Strategic Plan 2023-2033, with the aim of securing new cruise lines to visit the state; expanding the itineraries of existing in-market cruise ships; and attracting more seasonal home port vessels for Fremantle.
With the aim of growing economic outcomes for the state, Tourism WA has identified a number of key Western Australian destinations as having the greatest influence on the future of its cruise sector.
The Strategic Plan envisages by 2027, Western Australia will offer two turnaround ports (Fremantle and Broome), eight well-established transit ports (such as Albany and Bunbury), and many other expedition-focused destinations with little to no infrastructure (such as the Houtman Abrolhos and Wyndham).
Port destinations will elevate the visitor experience through the development of welcome plans, the delivery of cruise-ready workshops, guide/volunteer training programs, and capacity building around shore excursions.
This includes the development of product to meet the demographics of visiting cruise ships, and considering the younger average age of passengers, and growing interest in Aboriginal tourism experiences.
The expedition market aligns well with Western Australia’s brand, “Walking On A Dream”, Tourism WA believes, as it aims to target high-yield travellers with marketing content which promotes the state’s attributes of “time, space, connection and freedom”.
Specifically, the Kimberley’s remote terrain and uninhabited locations are well aligned with the aspirations of the expedition market, which seeks world class nature & wildlife, premium food & wine, stunning coastlines, and friendly hospitality.
Tourism WA is also encouraging expedition cruise lines to develop itineraries outside of the Kimberley region, urging itinerary planners to include isolated/remote anchorages & communities.
Tourism WA Managing Director Carolyn Turnbull noted the state’s past strategic plan increased the amount of ships visiting the destination from 56 to 191, and its economic contribution from $118 million to $228.9 million.
“Cruise tourism is an important part of the Western Australian tourism industry and makes a significant economic contribution to our state,” she said.
