WA Beach Town Plans Smart Tourism to Keep Paradise Special

When 10,000 people visited Busselton Jetty over one holiday week, CEO Lisa Shreeve didn't panic. She got creative about protecting what makes her corner of Western Australia magical.

The South West region has seen tourism boom by over 60% in the past decade, bringing $1 billion annually to local communities. Now leaders are asking an important question: how do we share paradise without losing it?

Shreeve's team is pioneering smart solutions that other destinations could follow. They're introducing tour size limits and spreading visits throughout the day so the jetty never feels like Rome's Trevi Fountain, where thousands of people jostle for space. "The Busselton Jetty is special and we don't want to lose that," Shreeve said.

Her approach focuses on managing experiences, not blocking access. Walk-on tickets remain unlimited, but specialized tours like the underwater observatory will have caps to preserve the magic for everyone who visits.

The conversation has sparked broader community planning in neighboring Dunsborough, where beaches have become summer hotspots. Long-time resident Jeff Forrest is working with local groups to determine sustainable visitor capacity, protecting the natural environment that draws people in the first place.

Not everyone agrees on solutions, which has sparked healthy debate. Sydney transplants Kalia and Matt Alessi visited Meelup Beach and found it refreshingly uncrowded compared to eastern state beaches. "The beach is for everyone, regardless of how busy it is," Matt Alessi said, appreciating the region's welcoming spirit.

Mayor Phil Cronin believes the market will naturally balance itself while maintaining the region's economic vitality. His team has already implemented thoughtful short-stay accommodation policies and trusts that visitors will choose less crowded times if peak periods become too busy.

The Bright Side

What's happening in Busselton shows environmental stewardship and economic growth working together, not competing. Rather than closing gates, communities are opening conversations about carrying capacity, sustainable tourism, and preserving natural beauty.

Parks officials are encouraging visitors to explore inland attractions and lesser-known spots when coastal favorites fill up. It's a gentler approach than hard caps: educating travelers to spread out and discover hidden gems across the region.

Western Australia is showing how popular destinations can welcome growth while protecting the experiences that make places worth visiting in the first place.