Boosting Broome Tourism with Discounted Flights and Experiences
A new initiative backed by the Cook Government is set to invigorate tourism to Broome and the wider Kimberley region. Thousands of additional discounted airfares and 25% off tour vouchers are being rolled out to encourage travellers, support local businesses, and help fill the gap left by a recent international route closure.
Reconnecting to Broome
Virgin Australia has joined forces with Tourism WA to offer over 4,000 discount airfares on the Perth to Broome route. Fares start from just $199 one-way, with travel available between 25 August and 26 October 2025, or until fares sell out. In addition, Nexus Airlines is offering discounted flights from regional gateways – Geraldton, Karratha and Port Hedland – into Broome. Travellers can secure fares starting from $399 one-way on the Geraldton-Broome route, $299 one-way from Karratha and $199 one-way from Port Hedland, available from 19 July until 31 October 2025 on a “first come, first served” basis.
These new deals add to the 16,400 discounted fares previously made available as part of the 2025 Affordable Airfares Program, a scheme designed to stimulate travel and bolster regional tourism in Western Australia. The move comes in the wake of Jetstar Asia discontinuing its Broome to Singapore service—a significant change that has prompted the government to further invest in local connectivity.
A Broader Strategy for Economic Diversification
The Cook Government’s tourism support measures form part of a broader economic diversification strategy aimed at reinvigorating regional hubs and boosting local economies. Tourism WA supports the initiative with the dual goal of driving more visitors to one of Western Australia’s most iconic destinations while also assisting the hospitality and tourism sectors in recovering from recent operational challenges. Tourism Minister Reece Whitby has emphasised that “Broome is one of WA’s most beloved destinations… and these additional discounted flights will drive even more visitors to the Kimberley, providing a much-needed tourism boost.”
The additional measures include a partnership with the Broome Visitor Centre, which will distribute vouchers offering 25 per cent off selected tours and experiences in the region. Available from 15 July to 31 October 2025, these vouchers are designed to enrich visitors’ travel experiences by making it easier and more affordable to enjoy the natural and cultural attractions that have long drawn people to Broome.
Historical Context and Comparisons
Broome has long been a crucial tourism gateway in the Kimberley. In 2024 alone, approximately 240,000 overnight visitors — mostly domestic — chose to explore its unique blend of coastal beauty, rich history and multicultural influences. While tourism in regional Western Australia has experienced ups and downs over recent years, initiatives such as the 2025 Affordable Airfares Program build on previous efforts aimed at making air travel more accessible and affordable. Similar to past measures, like the Regional Aviation Access Program introduced in 2024 that injected millions into regional connectivity, the current boost in discounted fares serves as a timely investment in both tourism and local business sustainability.
Internationally, several regions have adopted comparable strategies to promote travel during shoulder periods between peak seasons. For example, various campaigns in Queensland have achieved notable success by lowering travel costs and attracting visitors to less-frequented destinations. Broome’s new offer stands as a reflection of these broader trends, where state-backed initiatives are increasingly viewed as an effective way to balance economic growth with regional regeneration.
Economic and Environmental Implications
For local businesses in Broome and across the Kimberley, increased visitor numbers are anticipated to generate more patronage at hotels, restaurants and tour operations. The voucher system for local tours not only encourages travellers to explore the natural wonders and cultural heritage of the region but also helps to support the small business operators who rely on tourism for their livelihood.
However, with the surge in plans for regional travel, there are environmental considerations that come into play. Enhanced accessibility often leads to increased air traffic, with attendant carbon emissions and environmental footprint. While the drive to stimulate tourism is a welcome economic boost for Broome, it underscores the need for complementary sustainable practices in regional planning. Balancing economic recovery with environmental stewardship will be the key challenge as these measures are implemented.
Local Voices and Future Prospects
Kimberley Minister Stephen Dawson has welcomed the deal as a win–win for both visitors and local businesses. “These discounted flights and tours are a great opportunity for people wishing to visit Broome and the Kimberley region. With its dramatic landscapes and unique experiences on offer, the Cook Government is proud to support the region’s tourism industry,” he said. Such endorsements underline the government’s commitment to ensuring that the tourist dollars generated by increased travel are reinvested in the community.
The Cook Government’s targeted strategy addresses not only the short-term issue of the Jetstar Asia route closure but also aims to lay the groundwork for sustained regional connectivity and economic diversification. As Western Australia continues to recover from pandemic-induced downturns and shifting travel patterns, long-term investments in regional tourism play a crucial role.
Final Thoughts
For those planning a getaway to Broome, these discounted airfares and experience vouchers present an attractive and cost-effective opportunity to explore one of Australia’s most scenic and culturally rich destinations. For the region’s tourism operators and local businesses, the initiative promises a boost that could help revitalise a sector that has faced significant challenges in recent years.
Travel enthusiasts and locals alike are encouraged to take advantage of these offers, available through Virgin Australia, Nexus Airlines and the Broome Visitor Centre. By making travel more accessible, Western Australia is charting a path toward a vibrant and diverse tourism economy that celebrates the natural beauty and heritage of Broome and the Kimberley region.