Agritourism operators across the South West are poised to benefit from a significant increase in visitor access, following the launch of a new direct Qantas flight service between Perth and Busselton. Backed by the State Government, the route is expected to add over 15,000 inbound seats to the region annually, directly addressing the challenge of regional connectivity and making it easier for interstate and international tourists to access one of WA’s premier food, wine, and farm-based tourism hubs.
The service, which will operate three times a week, is a critical piece of infrastructure that supports the government’s economic diversification and regional tourism strategies. For WAAA members, from wineries and farm stays to boutique producers, this new transport link represents a direct pipeline of potential customers, particularly from the east coast markets.
Strategically Timed for Interstate and International Connections
According to the government’s announcement, the new flights are timed to connect seamlessly with services arriving in Perth from Brisbane, Melbourne, and Sydney. This strategic scheduling transforms the route from a simple intrastate connection into a crucial gateway for the national and international visitor markets, a key demographic for many high-value agritourism experiences.
In his official comments, Tourism Minister Reece Whitby emphasised this point, stating, “these regional aviation connections make it even easier for visitors from across the State and the country to experience WA’s South West.”
“For years, the drive from Perth has been a barrier for time-poor interstate visitors wanting a premium Margaret River experience,” commented a local boutique winery owner. “This flight makes a weekend trip from Melbourne or Sydney a viable and attractive option, which significantly expands our target market.”
Capitalising on a Growing Market
The announcement comes as the South West continues to demonstrate strong visitor appeal. In 2024, the region attracted 3.4 million overnight visitors, underscoring its reputation for world-class wineries, gourmet food experiences, and picturesque landscapes—the very assets that WAAA members cultivate and showcase.
The new air link is supported by Tourism WA through cooperative marketing activities designed to promote the service and drive bookings from interstate. This government-led promotion provides a powerful tailwind for members’ own marketing efforts. Operators should consider the following actions to leverage this new infrastructure:
- Develop Fly-in Packages: Create accommodation and experience packages specifically targeting the fly-in market, potentially including airport transfers or partnerships with local car hire companies.
- Target East Coast Markets: Adjust digital marketing campaigns to specifically target audiences in Sydney, Melbourne, and Brisbane, highlighting the ease of access via the new Busselton flight.
- Collaborate with Regional Partners: Work with other local operators and the regional tourism organisation to create itineraries that showcase the best of the region for short-stay fly-in visitors.
The government has explicitly linked the flight’s launch to the return of major events like the Pair’d Margaret River Region festival, indicating a clear strategy to build a robust, event-driven tourism calendar. This long-term approach provides a degree of certainty for operators and encourages further investment in high-quality visitor experiences. The WAAA advises members in the South West to review their marketing and operational plans to ensure they are prepared to capitalise on the increased accessibility and visitor flow this new service will provide.
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