The picturesque coastal town of Esperance is riding a massive wave of tourism success, smashing previous records for visitor numbers and cementing its status as a must-see destination in Western Australia.
Record-Breaking Numbers for Esperance
New figures reveal that more than 200,000 tourists visited the South-Eastern coastal town in the year leading up to October. This surge didn't slow down with the new year, as Esperance welcomed a record number of visitors in just the first six days of January alone.
Deputy President of the Shire of Esperance, Jennifer Obourne, highlighted the significant economic impact of this boom. She stated that visitor spending now constitutes 15 per cent of the local Esperance economy. The trend shows visitors are choosing to stay longer, with the average length of stay now extending to six nights.
Popular local spots are feeling the positive effects. The Esperance Overflow Campground, for instance, recorded a 6 per cent increase in visitors during December 2025 compared to the same period previously.
State-Wide Tourism Recovery in Full Swing
Esperance's success story is part of a broader triumph for Western Australia. The state has welcomed a staggering 1.02 million overseas arrivals in the year to October, decisively breaking the pre-pandemic record of 996,000.
Tourism Minister Reece Whitby proudly announced that WA is now Australia's leading state for international tourism recovery. The state has recorded the nation's biggest year-on-year percentage increase in overseas visitor numbers and has fully recovered from the COVID-19 downturn. Remarkably, this recovery has happened a full two years ahead of the national forecast by Tourism Research Australia.
The top sources of international visitors to WA are:
- The United Kingdom (leading the pack)
- Singapore
- New Zealand
- China
- Malaysia
These countries contributed between 63,000 and 140,000 visitors each.
A Community Effort and a Promise to the Future
Ms Obourne credited the town's tourism and hospitality operators for their crucial role in this achievement. "Your hard work, professionalism, friendliness and resilience have helped create unforgettable experiences for record numbers of visitors," she said, adding that the community is deeply appreciative of their efforts.
She also pointed to a shift in traveller preferences as a key driver. "Our region is experiencing strong visitor numbers as travellers increasingly seek out premium regional experiences," Ms Obourne explained. "This growth reflects the rising demand for natural beauty, adventure and authentic community-based tourism."
Alongside the celebration, the Shire is promoting the Esperance Promise. This initiative encourages all visitors to respect the local environment and community, ensuring the town's natural beauty and welcoming spirit are preserved for future tourists and residents alike.
