For WA locals ‘down south’ has been well known for generations, but it is now developing a much broader definition globally, and interstate.
That increased global awareness of just how much there is to see and do in the southern corner of our state is being bolstered on many fronts – not least of which is through the influx of new passengers visiting the region during each summer cruise season.
For Southern Ports, the operator of Albany, Esperance and Bunbury’s ports, each cruise season lasts roughly six months, from mid-spring through to mid-autumn.
It’s a period where the waters are generally calmer, the weather warms, and rainy days are less frequent.
“For the most part we view our ports as diverse industrial operations that enable opportunities for our region, and there’s good reason for that, but they can also be a unique gateway to welcome visitors through,” Chief People and Strategy Officer Monica Birkner said.
“Arriving into port aboard a vessel offers you an entirely different perspective of place and I think Southern Ports has some of the most welcoming ports to sail into.
“And our regions are some of the best to explore as well.”
Cruise passengers arriving in Albany via King George Sound are presented a unique perspective of the regional city.
Built on the shore of the picturesque and calm Princess Royal Harbour, the Port of Albany is quietly a favourite destination for many cruise passengers.
Over the past two seasons well over 30,000 passengers, along with more than 16,000 crew members, have visited the Great Southern city during 30 cruise visits.
In Esperance, where visiting cruise vessels will often anchor in the bay before tendering passengers ashore, visitors are eager to step foot on famous beaches and take in the town’s relaxed aesthetic.
The town has welcomed roughly 3,000 new visitors across six visits during the past two seasons.
Bunbury, which cannot be forgotten despite no scheduled visits this season, is also a thriving hub which allows visitors important access to the wider South West region.
“There is so much to see and do in southern WA but we still get visitors here that aren’t aware what is on offer,” Ms Birkner said.
“They might have signed up for a cruise because they want to go to a few spots on the itinerary but then they stop in Albany and Esperance and it’s a new experience they weren’t even expecting.
“Our ports are a gateway to the regions for thousands of new visitors every year.”
“On the latest Crown Princess visit into Albany we met guests from Los Angeles and America more broadly as well as visitors who had come from Brisbane and the east coast of Australia – it’s a great mix, all experiencing what the south of WA has to offer.”
Each year the Economic Impact Assessment jointly commissioned by the Cruise Lines International Association (CLIA) Australasia and the Australian Cruise Association shows cruises visiting our regions deliver a multi-million-dollar boost to local economies.
The 2024-25 EIA showed visits to Albany resulted in a $2.8 million direct economic impact, a $3.7 million indirect and induced economic impact for a total impact of $6.5 million dollars.
Thousands of passengers head into Albany town centre and beyond through free shuttle buses.
“During the 2024-25 season it was estimated international cruise passengers spent between $195 and $270 a day on average during their stops,” Ms Birkner said.
“That’s money spent locally on food, drinks, entertainment, excursions, retail shopping and much more.
“When we welcome vessels carrying thousands of passengers into our ports that quickly adds up, and importantly it’s new money being injected into the economy.”
Cruise vessels, such as the Seven Seas Explorer, anchor off Esperance and passengers are then tendered ashore to explore the region.
Another aspect of cruise tourism that can be understated, as it is often hard to quantify, is the fact that one-day visits to regions leave many passengers wanting to come back for more.
“Anecdotally we know it’s not uncommon for passengers who visit Albany or Esperance for one day to then come back for a multi-night stay because they’re left wanting more,” Ms Birkner said.
“Cruises are also a great opportunity for the tourism sector to promote return visitation and a further boost to the economy – because you certainly can’t see everything on offer in just one day.”
On the side Southern Ports is also doing what it can to upgrade the cruise experience for visiting passengers, particularly in Albany which continues to be considered a jewel in WA’s cruise landscape.
Thousands of passengers have enjoyed official Welcome to Country ceremonies when arriving at the Port of Albany at the start of the last three cruise season.
The organisation anticipates the ongoing revitalisation of its Pilot Station Precinct overlooking the channel linking Princess Royal Harbour to King George Sound will be popular amongst visitors.
Plans being developed for a new general-purpose berth will also better consider the requirements of modern cruise vessels, potentially opening the door for even busier cruise seasons ahead.
“Ultimately our ports are the first taste cruise passengers get for our regions, so we want to provide something that is a really great appetiser,” Ms Birkner said.
“In Albany we’ve ramped up how we start each new season for the past three years by hosting a Welcome to Country ceremony, which includes a smoking ceremony and performances by a young indigenous dance group.
“They’ve proved very popular with international visitors and crews alike because it’s a taste of what’s to come.”
Mooditch Nop Dance Group welcome first cruise vessel passengers of the season
