Kimberley tourism operators doubt government vouchers will revive slow season

Tourism operators in Western Australia's remote Kimberley region are expressing doubt that a new government-funded voucher program will effectively combat a sluggish start to their crucial autumn and winter tourism season. The region typically attracts a large influx of self-driving tourists during these months, seeking warmer weather.

However, this year has seen a significant downturn in visitor numbers, largely attributed to high fuel prices exacerbated by the conflict in the Middle East. This has made travel north prohibitively expensive for many potential visitors. The Western Australian government has launched a $600,000 voucher initiative, offering 50% discounts on various tourist experiences, in an attempt to entice travelers.

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I don't think this is going to give incentives to people that live in Perth or Sydney or Brisbane to come now. They're going to put it off until next year and that's what we've been hearing.

Ben Smith, co-owner of the cultural tourism business Kimberley Dreaming, described the situation as "a little bit too late." He believes "fear-mongering" about fuel costs has impacted booking decisions. "I don't think this is going to give incentives to people that live in Perth or Sydney or Brisbane to come now," Smith said. "They're going to put it off until next year and that's what we've been hearing."

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[It's] dropped off by 70 per cent. It's not going very well. It's probably almost as bad as the first year after COVID.

Further west, Bruce Hartley, who runs Unreel Adventures offering fishing charters and tours from Derby, reported a staggering 70% drop in tourist numbers. "It's not going very well. It's probably almost as bad as the first year after COVID," he stated. Hartley noted a particular absence of families and younger travelers, although larger, luxury vessels and "grey nomads" remain booked.

While acknowledging the voucher program has "a lot of merit," Hartley also expressed reservations about its impact on his business, as it primarily benefits lower-priced tours. "Our longer tours cost $7,000 or $8,000 so they're only going to be reduced by $500, which won't be particularly a big deal," he explained. Hartley suggested the government should instead focus on broader economic and cost-of-living measures to address the "pessimism" affecting traveler spending.

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It's a start but it only affects lower-price tours. Our longer tours cost $7,000 or $8,000 so they're only going to be reduced by $500, which won't be particularly a big deal.