- Targeted support announced for the Kimberley tourism sector due to the fuel costs impact
- Popular self-drive destination will be boosted through discount voucher offers to encourage more visitors to head north
- Voucher initiative launched by the Cook Labor Government to support the tourism sector, local jobs, and businesses in regional WA
The Cook Labor Government is launching a new travel voucher program offering 50 per cent off selected tours and experiences in the Kimberley to help drive visitation to the region.
Following the sellout success of the Ningaloo Adventure Voucher Program, the new initiative includes support for marketing and a voucher campaign that is expected to generate more than $1 million in bookings.
The vouchers will go live on Monday, 6 July, and can be used for travel from Monday, 13 July to Saturday, 31 October 2026 for experiences across the Kimberley.
The Kimberley is a popular destination for self-drive holidays and has been impacted by the rapid increase of fuel costs at the start of the 2026 dry season.
Visitors and locals are being encouraged to support the Kimberley by booking a trip and utilising the discount, with a range of unique offerings from scenic helicopter flights and river cruises to immersive Aboriginal cultural activities.
The voucher program will be delivered in partnership with Australia’s North West through the Broome and Kununurra Visitor Centres, supporting more than 100 operators who deliver in excess of 150 tours and experiences.
Western Australia’s tourism sector entered the fuel crisis with a strong foundation to support resilience across the industry, including $19.5 billion in visitor spend recorded in the year to March 2026, up from $19.2 billion in December.
Book a dream holiday to the Kimberley, with vouchers available for purchase from Monday, 6 July via www.westernaustralia.com/en/pages/kimberley-season-pass
As stated by Tourism Minister Reece Whitby:
“The Kimberley is one of Western Australia’s most treasured tourism destinations, with so much on offer to experience and explore, which is why the Cook Labor Government is launching this fantastic voucher initiative to encourage visitors to the region.
“The voucher program makes travel to the Kimberley easier and more affordable for Western Australians and travellers, while generating forward bookings for tourism operators – ultimately supporting local jobs and businesses, and boosting the local economy.
“Western Australia’s regions are some of the most magical parts of our State, and it’s important we get behind our regional businesses, plan a trip and support what makes our State so special.”
As stated by Regional Development and Kimberley Minister Stephen Dawson:
“The rising cost of fuel has unfortunately impacted the tourism sector in the wonderful Kimberley region, and this is why the Cook Labor Government is providing crucial support to help drive visitors back to the region and help local businesses.
“We know how important tourism is in the Kimberley and we’re determined to help local businesses get back on track, so if you’re looking at planning your next holiday, don’t look further than this stunning region and these discounted tours and experiences.”
