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Tourism Industry Business in the Kimberley

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Tourism Industry Business in the Kimberley Tourism Industry www.rdakimberley.com.au Business in the Kimberley Map of the Kimberley Region Business in the Kimberley 2 Tourism Industry Executive Summary This regional brief outlines the state of the Tourism Barriers to industry growth are primarily the prohibitive industry, its opportunities, and its challenges and cost and poor connectivity of air access along with high highlights recommendations to enable long term on ground costs. Increasing competition from cost- sustainable growth of the sector for the betterment the competitive international destinations along with poor Kimberley and its people. density and diversity of accommodation, dining, and nightlife options across the region are factors that affect The Kimberley is an iconic holiday destination. The tourism industry growth. Australian Government’s multi-agency industry represents 10% of gross revenue generated by 500 regulations and approval process are onerous, expensive, businesses and directly employs 12% of workforce, with and untimely and stifle industry development. many other indirect flow-on benefits across the region. The pristine wilderness and natural environment, along RDAK Recommends: with authentic Indigenous cultural experiences are the • Australian Government remove the current main visitor drawcards, attracting 400,000 visitors annually cabotage restrictions as they apply the air services - 91% domestic and 9% international. However, there has to and from the Kimberley region for a three-year been minimal growth in these numbers over the last 5 trial period. years. • State and local Governmental support for direct The regions monsoon climate dictates high seasonal flights from Melbourne to Kununurra and direct fluctuation in visitation – many businesses slow down or international flights from Broome to Singapore. shut for up to five months of the year. • Local, state, and federal government agencies align The development of a unified regional brand for all to create a bespoke regional brand. stakeholders to utilise could increase destination profile • Australian Government to investigate approaches and product recognition. There is opportunity to better to activate the region’s National Parks. activate the regions national parks and develop more indigenous cultural experiences, encourage more high yield cruise market visitation and business events to the region. Business in the Kimberley 3 Tourism Industry The Snapshot 10% of the GRP Employs 12% of 400,000 visitors annually generated by 500 workforce. - 89% domestic, 11% businesses. international from key international. Pristine wilderness and Strong intrastate, Monsoon climate natural environment, lower interstate, dictates high authentic Indigenous limited international seasonal fluctuation cultural experiences. awareness levels. in visitation. High cost and Low product density High on ground costs of poor connectivity combined with vast distances accommodation, tours, and of air access. between attractions experiences comparative to discourage visitation. other tourism destinations. Multi-agency regulations and Global cruise market and Better activate approval process are onerous, Business Event Sectors terrestrial and Marine expensive, and untimely. present growth areas. National Parks. Business in the Kimberley 4 Tourism Industry The Kimberley Covering nearly 423,000km2, the unique natural Located 200km east northeast of Broome, Derby is the environment of the Kimberley provides a strong basis for gateway to the thousand islands of the Buccaneer Australian tourism experiences of coastal cruises, 4WD Archipelago, the Horizontal Waterfall, and the western start adventures, and authentic indigenous cultural interactions. point for the iconic Gibb River Road 4WD route. The Kimberley is renowned for the pristine environment Fitzroy Crossing and Halls Creek and immense, diverse landscape of majestic rivers and floodplains, ancient cave systems, spectacular gorges The small township of Fitzroy Crossing is 400km east of and thundering waterfalls along with world-class beaches Broome, offering access to Windjana Gorge and Geikie and rugged island archipelagos. It is home to 17 vast Gorge National Parks and Indigenous cultural experiences. marine and terrestrial national parks, including several 300kms east of Fitzroy Crossing, Halls Creek has a strong RAMSAR listed wetlands, the UNESCO World Heritage-listed gold mining history and is the closest township to access Purnululu National Park, Mitchell River National Park, Geikie, UNESCO World Heritage-listed Purnululu National Park and and Windjana Gorge National Parks, Horizontal Falls in the the ancient meteorological site of Wolfe Creek Crater. Buccaneer Archipelago and the internationally acclaimed Kununurra and Wyndham Cable Beach. Kununurra is the eastern gateway to the Kimberley, Broome, Derby and the Dampier Peninsula accessed by the national Victoria Highway from the east The southern gateway to the region, Broome’s multicultural and serviced by jet flights from Darwin and Broome (>1 heritage, and world-famous Cable Beach are major tourist hour) and Perth (3 hours). A trial of direct flights from drawcards. Daily direct jet services access Broome from Melbourne commences in May 2020 to encourage Perth (2.2 hrs) and Darwin (1.45hrs) and seasonal flights increased interstate visitation. from Melbourne, Sydney, and Adelaide. Direct flights from Kununurra is a popular base to explore the ancient Singapore will bring connectivity to SE Asia and onward Purnululu National Park, Lake Argyle, and the Ord River global connections. and is the start/end point for many extended 4WD For 200 kilometres north of Broome, the Dampier Peninsula tours. Barramundi fishing and viewing the Ord Irrigation offers authentic Indigenous cultural activities, working Scheme are also popular tourism interests. Wyndham is pearl farm tours, and remote eco-glamping. Work to a small historically important port centre situated on the seal the Broome Cape Leveque Road is underway and Cambridge Gulf and the departure point for luxury coastal critical to ensuring all-season access and the continued cruise expeditions. The Gibb River is an iconic 4WD route development of diverse, authentic indigenous products. boasting gorges, working cattle stations, and wilderness Although it remains to be seen how this will be managed parks offering homestead, camping, and eco glamping and is tempered by the local communities’ desire to opportunities. expand whilst retaining cultural integrity. Business in the Kimberley 5 Tourism Industry Industry Overview Recognised as a ‘specialised tourism region’ attracting Seasonality nearly half a million domestic and international visitors annually the Kimberley has one of the highest visitors With a semi-arid monsoon climate, the characteristic spend per capita in the country (average annual visitor wet and dry seasons offer different opportunities and spend $14,455 per person), ahead of regions such as attractions for tourists and some limitations to tourism Tropical North Queensland (average annual visitor spend operations. $12,940 per person1). The dry season (May to October) brings warm, dry The tourism sector accounts for an estimated 12% of conditions to much of the region and is the peak time for regional employment2 and nearly 10% of gross regional activity, events, and visitation. revenue, although hard to define, the flow on effect from The wet season (November to April) brings higher visitation realises a much greater economic contribution. temperatures, humidity, heavy rainfall, and occasional There are 500 business directly involved with many cyclonic events, offering a different experience and additional indirectly associated companies gaining value landscape. However, restricted access and low visitor from visitation3. numbers see many key attractions and businesses in full shutdown or low use for up to four months. The routine Visitor Numbers shutdown each year is the sharpest anywhere in Australia5. The region hosted 593,000 visitors in 20174 , of these 255,300 There is a general market perception that the Kimberley are intrastate visitors accounting for 60%, followed by is undesirable during the wet season impacting business 29% interstate visitors with international making up the viability, potential investment, and ongoing development. remaining 11%. Visitors stayed on average, six nights and Yet, although unquestionably hot and humid, the wet spent $163 per night (2008-2018). season can offer an entirely different experience. Visitation rates grew at approximately two percent per Improvements to crucial access roads such as the Broome annum, led by the Shire of Wyndham East Kimberley (4%), Cape Leveque Road, Tanami Road, Duncan Road will Derby-West Kimberley (3.2%), and Broome (1.3%) while have a positive impact on access. However, additional Halls Creek showed negative growth (- 2.7%). investment in the development of all-season infrastructure Concerted efforts by tourism industry campaigns, and attractions is vital for growth. increased profile for regional events, and the recently Extending shoulder seasons by encouraging lower rates, trialled discounted airfares from Perth to Broome are the offering elevated, small group experiences, and capitalising drivers for this marginal growth. on corporate and incentive markets can provide operators with extended trading windows and soften the region’s seasonal profile. Av 2015-2018 Visitors By Origin Industry Regulations Government policies, regulations, and incentives have a 11%
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