Agritourism and tour operators in the Kimberley are set to benefit from a new State Government initiative designed to stimulate visitor numbers and support local businesses during the crucial dry season. In a direct response to the recent cancellation of Jetstar Asia’s Singapore-Broome service, Tourism WA is supporting a campaign offering thousands of discounted airfares and tourism experience vouchers to encourage travel to the region.
The campaign provides more than 4,000 additional low-price fares on Virgin Australia flights from Perth and Nexus Airlines services from Geraldton, Karratha, and Port Hedland. Crucially for on-the-ground operators, the government is also partnering with the Broome Visitor Centre to offer 25% discount vouchers on a range of local tours and experiences, providing a direct incentive for visitors to spend money with local businesses upon arrival.
Key Details of the Discount Program
This initiative presents a clear, short-term opportunity for WAAA members in the region, including pastoral stations, cultural tour providers, and accommodation businesses. The combined airfare and tour discounts are designed to overcome travel barriers and drive immediate bookings.
The offer includes:
- Virgin Australia Flights: Discounted fares from $199 one-way between Perth and Broome for travel from August 25 to October 26, 2025.
- Nexus Airlines Flights: Discounted one-way fares to Broome from Port Hedland ($199), Karratha ($299), and Geraldton ($399) for travel between July 19 and October 31, 2025.
- Tour & Experience Vouchers: A 25% discount on eligible tours and experiences, available through the Broome Visitor Centre from July 15 to October 31, 2025, or until sold out.
“This is exactly the kind of practical support we need,” said a Kimberley-based cultural tour operator. “Cheaper flights get people here, but the tour voucher is what will encourage them to book that extra experience, whether it’s a station tour or a coastal adventure. It translates directly to revenue for businesses like ours.”
How Operators Can Leverage the Campaign
With the campaign now active, operators in Broome and the surrounding region should act quickly to maximise their visibility and capture the increased visitor interest. WAAA recommends the following actions:
- Engage with the Broome Visitor Centre: If you offer tours or bookable experiences, contact the Broome Visitor Centre immediately to ensure your product is eligible for and included in the 25% discount voucher program.
- Update Digital Marketing: Promote your involvement in the campaign across your social media channels and website. Use relevant hashtags and highlight the value proposition to potential customers.
- Create Packaged Deals: Collaborate with accommodation providers or other operators to create packages that align with the discounted flight periods. A “Fly and Farm” package, for example, could bundle a discounted flight with a pastoral station stay.
- Target Intrastate Markets: With discounted fares available from key regional hubs like Karratha and Port Hedland, tailor specific marketing messages to these fly-in-fly-out (FIFO) and drive markets.
In the official announcement, Tourism Minister Reece Whitby described the initiative as a way to provide a “much-needed tourism boost” and reinforce the government’s commitment to regional connectivity. For WAAA members, this targeted campaign provides a tangible opportunity to convert government support into direct bookings and a stronger finish to the 2025 dry season.
