Tourism Western Australia is going all out to highlight the unique experiences in Esperance in hopes that more travellers will explore this lesser-known destination
Tucked away to the south-east of Perth, Esperance is one of Australia’s best-kept secrets. Its pristine beaches are poster-perfect with crystal-clear turquoise waters and sand so white, it squeaks when you shuffle your feet.
There are also no crowds for most of the year, almost guaranteeing a private beach experience worthy of social media envy. The coastal scenery is dramatic, with aerial views revealing mesmerising geometric salt lakes in various hues. There are also plenty of opportunities for fishing, diving, hiking, and surfing.
Despite its remote location, Esperance doesn’t compromise on the quality of culinary experiences with artisanal local craft beer, gin distilleries, excellent pub food, and Asian-influenced eateries on the rise.
Getting to Esperance requires an extra flight from Perth or an eight-hour drive, but the journey is well worth it for what visitors will discover.
“We’re a brand new tourism community and there’s a lot of home-grown initiative that’s quite unique. Tourism is also definitely needed here because farming is seasonal work,” said Anne O’Neill, owner of Yirri Grove olive oil farm which recently added dining and accommodation spaces. Her farm represents the entrepreneurial spirit found behind many producers and hospitality owners in the area.
Tourism is a growing economic driver in Esperance, complementing agriculture, the primary industry. It is microscopic of the wider West Australian (WA) tourism story, where the goal is to spread incoming tourist numbers beyond Perth and Margaret River into its more regional destinations with best-kept-secret statuses.
“It’s a new market for Asian visitors and appeals to the adventurous clientele,”said Tom Upson, director of markets and aviation, Tourism Western Australia (TWA).
“Consumers seeking adventure and exclusivity in their beach experiences will love Esperance. It’s perfect for a self-drive itinerary, forming a neat triangle from Perth down to Esperance, then following the magnificent coastline up through Albany and to Margaret River. We market it as the Great South West Edge journey.”
The South West Edge journey lies within Australia’s Golden Outback, one of five WA tourism regions. The others are Australia’s North West, Australia’s Coral Coast, Australia’s South West, and Destination Perth.
The offerings across these regions are as diverse as its locations – from camel rides on Cable Beach to exploring Karijini National Park’s stunning waterfalls, to swimming with whale sharks in Exmouth.
The state’s visitor economy hit a record A$16.8 billion (US$11.19 billion) in 2023, and has set itself a target of A$25 billion by 2033 under its global Walking On A Dream campaign, which currently features more than 20 sub-campaigns.
This includes a strategic plan to lure high-yield tourists from the Asian market with a barefoot luxury appeal, with the final leg of the campaign to launch in China on June 13.
The current Drive the Dream campaign, featuring TWA ambassador and Perth-born Formula One star Daniel Ricciardo, will also be introduced to the Indian market in the new financial year with a twist, headlining a West Australian cricket ambassador in the lead-up to the Test series in India.
“It’s a very focused strategy. We understand the travel constraints from Asia where there aren’t as many holidays. It’s the high-value traveller that probably has a little bit more time and leave, and also that discretionary money to pay for an extended trip,” Upson told TTG Asia.
TWA will also soon shift some of its focus to Broome, helped by a new seasonal direct flight from Singapore via Jetstar Asia from June 25.
Promoted as a perfect alternative during summer months when the weather in Perth can be uncomfortably hot, Broome offers iconic outback experiences not available anywhere else in WA.
These include pearl farm stays, witnessing the Staircase to the Moon phenomenon, and exploring distinctive Indigenous galleries featuring art from remote communities.
“The European market is already very strong in that area but with the new flight, we hope to attract more visitors from Singapore, our second-largest market. Then in the following year, we can encourage even more adventure with travel to the Ningaloo Reef in Exmouth, which is hands-down one of our most impressive areas,” said Upson.
To that end, TWA is reviving campaigns with travel agencies like Chan Brothers and Dynasty that have been dormant since Covid-19, promoting drives and farm stays.
The UK, Singapore, and China are identified as tier one markets, with more tourism growth potential seen from Asia than Western markets for proximity and time zone reasons.
