esperance tourism development manager

Proposed air link between Kalgoorlie and Esperance a potential 'game changer'

Tourism officials hope a new partnership will make flights between Kalgoorlie-Boulder and Esperance a reality on Western Australia's south coast later this year. 

Key points:

• The City of Kalgoorlie-Boulder is pushing to reinstate an eastern states air link before the end of the year
• Virgin Australia and Qantas previously ran direct flights to the city via Melbourne and Adelaide 
• A new partnership has been formed to develop the business case for flights between Kalgoorlie and Esperance

It comes as the City of Kalgoorlie-Boulder steps up efforts to reinstate an eastern states air link, which was suspended at the onset of the COVID-19 pandemic.

The Kalgoorlie-Boulder-Esperance Aviation Development Partnership is made up of the City of Kalgoorlie-Boulder, the Shire of Esperance and tourism body Australia's Golden Outback (AGO).

AGO Esperance tourism development manager Simon Latchford said negotiations were underway with prospective carriers and was hopeful flights could begin as early as September.

He quipped the "walls are coming down" after two years of the pandemic and WA's hard border ending in March.

"For us to be able to work together to get large aircraft running services out of Melbourne, Perth and Adelaide into Kalgoorlie, we can then leverage off that by providing an appropriate connecting service between Kalgoorlie and Esperance," Mr Latchford said.

"That's a game changer … from a business perspective you can fly up in the morning and fly back in the evening in Esperance.

"So it's great for business and it's great for tourism, obviously, because people can now access the region."

Regional Express (REX) is the only commercial passenger service flying into Esperance on a government-regulated route from Perth.

The airline began operating the route in February 2016 and has a contract with the state government until June 30, 2023.

Business community surveyed 

Meanwhile, the Kalgoorlie-Boulder Chamber of Commerce and Industry has been canvassing the local business community about preferred days for flights to Melbourne.

A short online survey asked questions such as how many times a year businesses would use the service and for what purpose.

Kalgoorlie-Boulder Airport manager Chris Barnes said he could not discuss which airlines were in negotiations about an eastern states air link.

He said there had been "excellent feedback" from the business community.

"We already have an understanding, from our historic numbers, of what the average traveller would be using those services for and what the peaks are," he said.

"It's important we understand what the business travellers are seeking and what businesses are requiring on those routes, so when we look at negotiating these routes, we can understand best what works best for everyone."

Virgin Australia's direct flights to Melbourne were suspended when the pandemic prompted the introduction of tough border restrictions and eventually forced the airline into administration.

Qantas previously ran direct flights between Kalgoorlie-Boulder and Adelaide but the route was axed in 2014 due to poor ticket sales.

New regional flights 

Meanwhile, the state government today announced $4 million to underpin new direct flights between Karratha and Geraldton.

Operated by Aviair, the new route expands the existing Inter-Regional Flight Network, which currently provides flights between Karratha and Port Hedland, Newman and Broome, and Newman and Port Hedland.

WA Transport Minister Rita Saffioti said it would significantly reduce travel times, with many small business and FIFO travellers in Geraldton currently travelling to the Pilbara via Perth.

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Esperance Tourism Strategy

Project Description

Growth in the regional visitor economy had been identified as an important channel for economic development across the Esperance region. The Shire of Esperance engaged TRC to develop a five-year tourism strategy to guide a coordinated approach to tourism development, sustainable growth and yield improvement into the future. Industry consultation by TRC and expert insights from the organisations involved in the Esperance visitor economy were used to draw a picture from which to build the Vision, Guiding Principles, Goal and Strategic Priorities. An accompanying prioritised implementation plan outlined practical and achievable elements which were primarily the responsibility of the Shire. However, in the aim of working towards a truly collaborative approach, some additional actions were included by TRC which would require commitment by other stakeholders that were integral to the success of tourism in Esperance. Case studies were also provided by TRC to demonstrate the types of recommended products and experiences.

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Esperance tops list of wa locations as a globally loved tourist destination.

The international Tourism Sentiment Index has released its 2023 edition of Leading Places: The 100 Most Loved Destinations Around the World, and Esperance has featured at No. 12 in the rankings.

The index uses an algorithm to derive sentiment about tourist destinations from online conversations and content pieces to understand how tourists feel about destinations across the globe.

Shire of Esperance president Ian Mickel congratulated the region’s tourism industry on the ranking, indicating the importance of the index ranking as it directly related to what visitors “are actually saying”.

“I heartily congratulate our tourism industry, and applaud the effort that’s been put in to developing attractions such as farm experiences, cultural walking tours, and the expanding arts, food and beverage scene,” he said.

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“We have Australia’s most stunning white beaches and spectacular scenery, but without efficient, friendly customer service and world-class facilities from our local tourism industry, we wouldn’t gather the volume of amazing comment that has made this score possible.”

The Shire puts the high-ranking down to several tourism strategies including growing aviation capacity in the region and leveraging off national television programs, storytelling, imagery and video from globally recognised social media ambassadors.

“All the hard work put in by the Esperance tourism industry, and our community, has really paid off with this result,” Shire chief executive Shane Burge said.

“Through the council plan, our community directed us to prioritise the local tourism industry.

“It shouldn’t come as a complete surprise though given the world-class beauty of Esperance, and its additional encouragement for Australia’s Golden Outback to facilitate further experience development, providing even more reasons for visitors to fall in love with this amazing, pristine part of the world.

“We have been working hard with operators on product development, to build and market their local products and services.”

The 100 most loved destinations, determined by the Tourism Sentiment Index, are listed according to consumer sentiment — what people really feel.

“Council took this on board and progress has been explosive since we brought our tourism development manager on board early last year.”

Australia’s Golden Outback chief executive Marcus Falconer said he was thrilled with Esperance’s ranking.

“The community, and everyone involved in providing a memorable experience for visitors, should take great pride in this amazing accolade for Esperance,” he said.

Having ranked on the list means Esperance has offered positive experiences and instilled the kind of happiness that visitors love to talk about, leading to an impressive tourism sentiment score.

The index is formed from an intensive study of its data — more than 1.6 billion online conversations and content pieces publicly available about 21,330 global destinations — to identify the 100 most loved destinations of the past year.

Topping the chart is the Maldives, with the Whitsundays and Sunshine Coast right behind, Exmouth at No. 50, Margaret River at 66 and Perth at 86 among popular island destinations and European hotspots.

All Australian locations listed:

• Gold Coast (QLD) No.99
• Wollongong (NSW) No.98
• Melbourne (VIC) No.89
• Perth (WA) No.86
• Brisbane (QLD) No.85
• Scenic Rim (QLD) No.82
• Grampians (VIC) No.76
• Greater Geelong & the Bellarine (VIC) No.75
• Margaret River (WA) No.66
• Adelaide (SA) No.65
• Port Stephens (NSW) No.64
• Exmouth (WA) No.50
• Port Douglas & Daintree (QLD) No.43
• Magnetic Island (QLD) No.37
• Byron Bay (NSW) No.31
• Great Ocean Road (VIC) No.28
• Hunter Valley (NSW) No.247
• Shoalhaven (NSW) No.21
• Noosa (QLD) No.14
• Esperance (WA) No.12
• Cairns (QLD) No.9
• Yarra Valley (VIC) No.5
• Sunshine Coast (QLD) No.3
• Whitsundays (QLD) No.2

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Marine park community information station opens in Esperance

The Esperance community will have face-to-face access to expert staff working on the proposed South Coast Marine Park following the opening of a new information station conveniently close to the town centre shops.

The Department of Biodiversity, Conservation and Attractions (DBCA) is making dedicated staff available to the public to make sure people have the right information about the proposed marine park. 

Marine park planners, marine scientists and community engagement officers will be available from 9am to 3pm on Thursdays, Fridays and Saturdays for up to eight weeks. No bookings are required. 

The information station has full office facilities, including internet access, and detailed maps of the proposed marine park. People can drop in for a chat, have their questions answered and get guidance on making their submission. 

Marine park planners will also hold dedicated sessions in Hopetoun on 21 April and 25 May for individuals and small groups. The Hopetoun sessions can be booked online at: Proposed South Coast Marine Park - Chat with a Planner (office365.com)  

The proposed marine park will be a place for the community, culture and conservation. It will create new opportunities for nature-based tourism, supporting and further diversifying the local economy. 

The park will help protect marine species such as southern right whales, sea lion colonies, the ruby and leafy sea dragons and western blue groper. The public comment period is open until 16 June 2024. 

For more information and to have your say, visit www.dbca.wa.gov.au/pscmp . 

Comments attributed to DBCA’s Parks and Wildlife Service, Luke Bentley: 

“We are engaging with the community and want to dispel some of the myths that are circulating locally around the proposed marine park. 

“For example, there will be no changes to current 4WD access or dog walking on beaches in the proposed marine park. 

“About 75 per cent of the proposed marine park will remain open for commercial and recreational fishing, with 78 per cent of the coast open to beach fishing. Where there is a sanctuary zone proposed for a popular beach fishing spot, you can let us know through your submission and the zone can be adjusted to start offshore. 

“Talking makes a difference and our expert staff are great listeners, so I would encourage anyone with any concerns or questions, to come along to Esperance Lotteries House and have a chat. 

“Public comment is open for another two months, so make sure you have your say and make your submission.”