Broome businesses turn to locals to weather wet-season slowdown

Navigating the wet season in Broome has long tested the resilience of local businesses, but a growing wave of innovation is helping the town find opportunity during the quieter months.

As humidity rises and heavy rains settle over the Kimberley, visitor numbers have traditionally declined, leaving local businesses to brave one of the quietest periods of the year.

While the wet season runs from November to April, the Christmas period just passed proved particularly challenging as tourists and many residents fled the heat.

According to the latest Census data, Broome’s permanent population sits at about 18,600, a figure that can swell to nearly 70,000 during the peak dry season.

For businesses reliant on that influx, the annual contraction presents a stark challenge.

Cable Beach Red Sun Camels owner John Geappen, who has been operating in Broome for more than 25 years, described the wet season as increasingly difficult, with fewer visitors during the holidays.

“We do well for seven or eight months of the year, but the other four or five are very quiet, and it’s getting worse,” Mr Geappen said.

“We used to have two good weeks over Christmas, but that’s changed over the past couple of years.”

He noted that high regional travel costs and competition from Southeast Asia, where holidays are often cheaper, were key factors driving the dip in visitation.

“It’s simply cheaper for people to go elsewhere, Bali, Thailand, Malaysia and Broome is expensive to get to,” Mr Geappen said.

“If we can’t get people to come to Broome, we’ve got to make it cheaper.”

Despite the challenges, there’s a silver lining: businesses are increasingly focusing on creating experiences for locals to keep things buzzing year-round.

Broome Chamber of Commerce chief executive Mala Haji Ali highlighted the growing trend of innovation among local operators.

“This year in particular we’ve seen excellent innovation, with new events, experiences and services designed for locals,” Ms Haji Ali said.

“These initiatives help offset seasonal downturns, strengthen local engagement and generate economic activity during traditionally quieter months.”

Broome and Around owner Candy Roberts is a prime example, having introduced special wet-season discounts to encourage local participation.

Her business, which operates year-round, is embracing this quieter period by offering locals a chance to explore their town with new, affordable options.

“It’s a beautiful time of year, and there’s still so much to do,” Ms Roberts said.

“This is the time of year we’ve decided to offer 25 per cent off town tours for locals.”

Broome Visitor Centre general manager Mel Virgo said the Visitor Centre is doing its part to promote these deals and push back against the idea that Broome “shuts down” after December.

“I think what people need to understand is we’re here, we’re open and we’re trading,” Ms Virgo said.

“Locals are on holidays at the moment . . . (so) come to the Visitor Centre and have a look.

“The big thing is to get locals to focus on your bucket list for the year.

“Do some research. What’s around you? Experience it.”