Esperance has seen a significant increase in tourist numbers in the past decade, and with this comes the need to ensure visitors are respectful of the local environment.
Esperance, a picturesque coastal town in southeast Western Australia, is renowned for its raw natural beauty, sweeping paddocks and bushlands, pristine beaches and turquoise waters. In 2023 Lucky Bay, a stunning local beach in the Cape Le Grand National Park, topped the world’s best beaches list and cemented Esperance onto the wish lists of travellers around the world.
This accolade followed a decade of tourism growth, largely driven by social media influencers seeking previously unknown vistas to spark follower interest. This organic tourism growth transformed the district of 14,000 into a thriving tourist destination welcoming 200,000 visitors each year.
Tourism is a vital industry for this remote community, contributing $170 million annually to the local economy; however the town has struggled to meet tourism needs as visitation has grown. Services and infrastructure have been stretched, signs of environmental degradation started to show up, and community support for tourism began to wane.
It was apparent that a more sustainable approach to tourism management was required. The opportunity to educate visitors on responsible travel in the Esperance region was recognised and acted upon.
A simple promise
The Esperance Promise was developed in response to the voices of community and the needs of tourists, supporting a sustainable tourism sector. At its core, The Promise is about prompting visitors to take responsibility for their own actions and equipping them with the knowledge necessary to travel to and stay in the Esperance region safely and respectfully. Recognising most visitors want to do the right thing, The Promise delivers location-specific guidance on how to achieve this.
The Promise is encapsulated in twelve lines of flowing blank verse, communicating the essential values, expectations and nuances of travelling in Esperance. It focuses on visitor safety, environmental care and respectful engagement with the community.
While messages such as “leave no trace” and “stay on track” will resonate with many, others offer more nuanced guidelines. Visitors are cautioned about the hazards posed by slippery black rocks, caused by an algae unique to the Esperance coast. The community are insistent that this topic remain front and centre, as ignorance of this danger has led to tragic consequences and many traumatic callouts for local volunteers. Additionally, the threat of dieback – a plant pathogen spread through infected water and soil, often by human activity – underscores the need for awareness.
Esperance offers isolation and an opportunity to detach from the modern world. The Promise encourages visitors to take it slow and go with the flow, aligning visitor expectations with the experience on the ground. Visitors shouldn’t expect the same comforts as home – but there is great beauty in that, when embraced.
Visitors are directed to The Esperance Promise landing page, where they can view a two-minute film showcasing the region. The film charmingly features a young local talent encouraging visitors to behave respectfully and sustainably during their stay, fostering a sense of care for the special place she calls home.
While a commitment to The Esperance Promise is not binding, it signifies a visitor’s understanding of the local nuances of travelling in Esperance, a commitment to protect the pristine environment, and the intention of a positive contribution to the Esperance community.
The Promise will be shared across multiple touchpoints, including the Shire’s Visit Esperance website, destination planners, and social media. Australia’s Golden Outback, the regional tourism organisation, will reinforce these messages through marketing.
Local businesses are also encouraged to share The Promise through their visitor and guest interactions. This initiative is designed for long-term use and will naturally evolve through collaboration and input from the local business community. Well-attended workshops have been held to facilitate this collaboration and to further develop the initiative.
Tourism plays a key role in the daily life of the Esperance region. Local recognition of the industry’s benefits and the importance of positive experiences for visitors is vital to sustain a thriving sector. By reinforcing community values, The Esperance Promise aims to develop respectful relationships between visitors and residents. Encouraging behaviours that align with the core values of Esperance helps foster a deep appreciation for the community and the environment, ensuring tourism continues to be viewed favourably within the community.
Strategic position
The Esperance Promise is a natural extension of the region’s newly launched tourism brand, Esperance: In Your Element. The intention of this brand is to facilitate a sustainable approach to tourism. This brand harnesses the transformative power of nature and invites visitors to engage with the elements. It showcases the beauty of the elements in all conditions and seasons, encouraging visitors to ‘feel the wind on their face and swim in the cool sea, leaving only footprints in the sand’, all while disconnecting from the modern world (away from mobile coverage).
Strategically, the Esperance: In Your Element brand aims to attract premium nature seekers who value immersive experiences, while balancing seasonal visitation throughout the year rather than just during the summer months. Additionally, it endeavours to drive regional dispersal, achieving longer stays and more widely distributed economic benefits. The brand promotes a broad range of experiences beyond kangaroos on beaches and focuses on education about responsible travel practices.
Shaping a sustainable future for Esperance requires deep commitment to responsible tourism. The Esperance Promise will require effective visitor communication to reinforce this principle; this is one of our challenges.
While The Promise represents just one aspect of developing a sustainable tourism sector, it provides a solid foundation for the region – one that safeguards the interests of locals while enhancing the experiences of visitors. When these two goals align, tourism will be a positive force for both the visitors and the community of this unique destination for generations to come.
To learn more, visit esperancepromise.com
