Virgin Australia Holdings Pty Ltd. aircraft at Sydney Airport in Sydney, Australia, on Monday, Feb. 24, 2025. Virgin Australia overtook Qantas Airways Ltd. to become Australia’s largest and most reliable airline at the end of last year. Photographer: Brendon Thorne/Bloomberg
In a strategic move to bolster the Kimberley’s tourism industry, the Western Australian government has announced discounted flights from Perth to Broome, priced at $199 one-way. This initiative comes in the wake of Jetstar Asia’s collapse, which has left a significant gap in the region’s tourism sector.
More than 4,000 discounted airfares are now available, including the $199 flights via Virgin Australia, aimed at encouraging Perth families to visit Broome and compensate for the loss of international tourists. “Broome is one of WA’s most iconic and beloved destinations and these additional discounted flights will drive even more visitors to the Kimberley, providing a much-needed tourism boost,” stated Tourism Minister Reece Whitby.
Government Intervention to Support Regional Tourism
The discounted airfare initiative is part of a broader rescue package funded by the $75 million Aviation Recovery Fund. This is in addition to 16,400 discounted airfares already supported by the Budget’s $3 million Affordable Airfares Program. The state government is determined to maintain robust regional connections despite recent setbacks.
Regional intrastate flights are also being discounted, with Nexus Airlines offering fares at $399 one-way from Geraldton, $299 from Karratha, and $199 from Port Hedland. “The Cook Government is proud to support the region’s tourism industry,” said Minister for the Kimberley Stephen Dawson. “Not only are these discounted airfares and experiences a win for visitors to the region but it’s also a win for regional businesses and tour operators.”
Impact of Jetstar Asia’s Collapse
The cancellation of Broome’s only international route in June, when Qantas decided to withdraw its Singapore-based Jetstar Asia service, has significantly impacted the local tourism industry. Qantas redirected 13 Airbus A320 aircraft jets back to Australia to focus on more profitable domestic and trans-Tasman operations. Premier Roger Cook has expressed a commitment to restoring the service, although Qantas and Jetstar Australian management have been hesitant, citing low occupancy rates on the Broome to Singapore flights.
“The Broome to Singapore flights were barely half-full,”
according to Qantas and Jetstar management, highlighting the challenges faced in maintaining international routes from regional areas.
Looking Forward: Opportunities and Challenges
The Western Australian government’s intervention highlights the importance of regional tourism to the state’s economy. By offering affordable travel options, the government aims to stimulate local tourism and support businesses that rely heavily on visitor spending. However, the challenge remains to attract international carriers back to Broome and ensure sustainable tourism growth.
As the tourism industry adapts to these changes, the focus will be on promoting the Kimberley’s unique attractions to domestic travelers. The region’s stunning landscapes, rich cultural heritage, and diverse wildlife offer a compelling draw for visitors. The success of this initiative could serve as a model for other regions facing similar challenges.
Meanwhile, stakeholders in the tourism sector are hopeful that these measures will provide the necessary boost to overcome the current downturn and pave the way for a more resilient and diversified tourism industry in the Kimberley.
