Broome, Western Australia, launched twice-weekly return services to Singapore in late March 2024, becoming Australia’s first new international gateway in 20 years.
Although the announcement at the end of March 2024 presented a “shorter time frame to optimally raise awareness” for the destination, Chan Brothers Travel continues to receive destination bookings from FITs, Jeremiah Wong, senior marketing communications manager, told TTG Asia.
He suggested that this budding interest is due to seasoned Singapore travellers seeking off-the-beaten-path destinations like Broome. Attractions that Chan Brothers Travel would recommend travellers to visit include Staircase to the Moon, where travellers can see a full moon rise over the exposed tidal flats of Roebuck Bay from March to October; and walk in the footsteps of dinosaurs at Gantheaume Point.
“Broome’s appeal is further enhanced by its proximity, with a flight time of approximately 4.5 hours, and its pleasant, cooler weather from June to August,” added Wong.
Tourism Western Australia’s acting managing director, Steph Underwood, agreed: “Singaporeans are well-travelled and constantly seeking out new adventure-based, exotic, and off-the-beaten-track destinations to explore.”
In addition to Wong’s recommendations, Underwood said that the new seasonal flight also gives travellers the opportunity to explore the Kimberley wilderness, and the world’s oldest continuous living culture with local Aboriginal tourism operators.
When asked if a smaller town like Broome will be able to handle the tourism influx, Underwood shared that the upgrading of Broome International Airport, and the Shire of Broome’s improvement in tourism amenities such as Chinatown and the Walmanyjun/Cable Beach Foreshore, “have all led to an enhanced visitor experience”. To ensure Broome’s continued success as a tourism destination, Tourism Western Australia is investing in the development of new attractions.
To ensure a smooth trip, Wong advised travellers to book their accommodation, dining, and tours well in advance, especially during peak seasons, to secure the best deals and availability.
Although this seasonal route will end in October 2024, both stakeholders believe that interest in Broome will continue to grow, which will benefit all parties in the long run when the service resumes in April 2025.
“The flights have already been popular with only a short lead time, with Jetstar Asia currently selling seats for the 2025 season. With plenty of time to plan for next years’ season, we anticipate stronger passenger numbers in 2025, particularly during the Singapore school holiday period when many families are travelling,” revealed Underwood.
To achieve this, cooperative marketing activities, delivered in partnership with Jetstar Asia and key distribution and trade partners, are well underway.
