From September 3 to 5, 2025, Fremantle, Western Australia, became the center of global cruise discussions as it hosted the Australian Cruise Association (ACA) Conference. Drawing over 150 leaders and decision-makers from the international cruise and tourism sectors, the conference highlighted Australia’s growing ambition to be recognized as a premier cruise destination.
The event provided a platform for Tourism Australia, Cruise Lines International Association (CLIA) Australasia, and ACA to reaffirm and expand their partnership. Together, they are driving a strategic agenda: increasing inbound cruise demand, elevating regional tourism, and ensuring long-term economic benefits across Australia.
Building Stronger Partnerships
Tourism Australia’s Executive General Manager for Industry, Sally Cope, emphasized the importance of cruising to Australia’s visitor economy. She noted that cruise tourism adds depth to the country’s tourism offerings and plays a vital role in dispersing international visitors beyond capital cities into regional areas.
This message echoed the broader theme of the 2025 conference — “Anchoring Success Across Every Region.” The theme underscored the dual priorities of sustainability and regional dispersal, reinforcing that Australia’s success as a cruise hub depends not only on attracting international visitors but also on ensuring those visitors spread across the vast coastline.
Cope highlighted the importance of global distribution channels, particularly the training of international travel agents through the Aussie Specialist Program. This initiative now includes a dedicated cruise module, equipping travel professionals worldwide with the knowledge and tools to market Australia’s unique coastal experiences.
Australia’s Coastline: A Natural Asset
With more than 30,000 kilometers of coastline, Australia offers one of the most diverse seafaring landscapes in the world. From tropical islands in Queensland to rugged cliffs in Tasmania and vibrant port towns in New South Wales, cruise passengers have access to a tapestry of experiences.
Jill Abel, CEO of the Australian Cruise Association, pointed out that for many visitors, a cruise is the most natural way to explore the country. She emphasized that cruise travel facilitates regional dispersal by bringing visitors directly to smaller communities and towns. This not only diversifies the visitor experience but also spreads economic opportunities across the nation, ensuring tourism benefits extend well beyond Sydney, Melbourne, and Brisbane.
Promoting Fly-and-Cruise Tourism
Tourism Australia has also intensified its efforts to promote the country as a fly-and-cruise destination. Many international travelers already see cruising as a preferred mode of travel. By marketing Australia as a place to combine international flights with world-class cruise itineraries, Tourism Australia is positioning itself to capture this lucrative travel segment.
Sally Cope highlighted that this approach allows visitors to experience the diversity of Australia’s coastal regions, from bustling harbors to remote island escapes. With the support of trained global travel agents, the strategy ensures Australia is well-represented in international cruise sales markets.
Fremantle and Western Australia’s Growing Role
Western Australia, and Fremantle in particular, emerged as focal points during the conference. The state’s extensive 12,500-kilometer coastline and 10 active cruise ports underscore its capacity to serve as a gateway for cruise tourism.
In 2023–24 alone, Western Australia’s cruise industry generated a record $385 million in economic activity, supporting over 1,200 jobs. Fremantle Port continues to play a central role, with the capacity to berth two large cruise ships simultaneously. Ports Minister Stephen Dawson underscored the significance of this infrastructure, noting its role in welcoming 26 cruise vessels during the current financial year.
Tourism Minister Reece Whitby added that hosting the ACA Conference in Fremantle was an opportunity to showcase Western Australia’s capabilities and potential. He emphasized that cruise tourism supports economic diversification, generates valuable visitor expenditure, and strengthens connections between international travelers and local communities.
Expanding Regional Benefits
One of the strongest messages from the conference was the importance of regional dispersal. By encouraging cruise itineraries that reach beyond the major metropolitan hubs, Australia can share the economic benefits of tourism more evenly. For small towns and coastal communities, a cruise ship arrival often represents a surge of visitors who contribute directly to local restaurants, shops, and tour operators.
This ripple effect enhances local economies while enriching the visitor experience. Passengers gain exposure to Australia’s authentic regional culture, from Indigenous heritage tours to unique food and wine offerings, creating memories that go far beyond the well-known attractions.
Collaboration for Sustainable Growth
At the conclusion of the Fremantle conference, there was a strong sense of momentum. Tourism Australia, CLIA, and ACA reaffirmed their Memorandum of Understanding, ensuring continued collaboration to strengthen the cruise sector. The shared vision focuses on sustainable growth, inclusivity, and maximizing the role of regional Australia in the tourism economy.
This alignment of national and regional priorities demonstrates how the cruise industry can be a driver of balanced development. By targeting high-yield travelers, leveraging international distribution networks, and showcasing the diversity of Australia’s coastline, the industry aims to secure long-term success.
Looking Forward
The Australian cruise industry is poised for an era of expansion. With strategic partnerships, sustainable practices, and a clear focus on regional benefits, the sector is set to play an even larger role in the national visitor economy.
By promoting Australia as a premier fly-and-cruise destination, the country stands ready to attract new waves of travelers who want to explore both iconic cities and hidden coastal gems. Fremantle’s hosting of the ACA Conference has reinforced Western Australia’s importance in this journey, symbolizing the broader potential of the cruise sector for the nation as a whole.
Tourism Australia’s strengthened commitment, combined with the ongoing support of ACA and CLIA, marks a promising horizon. The cruise industry’s growth will not only elevate Australia’s global tourism standing but also ensure that regional communities thrive, creating a sustainable and inclusive future for all stakeholders.
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