Joondalup is already a popular tourist destination, thanks to its stunning coastline and natural attractions, Hillary’s Boat Harbour, and a wide range of community, cultural and business events.
In 2023 alone, Joondalup hosted more than 2.1 million visitors who spent approximately $277 million and helped generate 1,680 full time equivalent jobs.
With development well underway on the iconic world class Ocean Reef Marina precinct, there are significant opportunities for investment. This project will deliver increased amenity for the community and attract domestic and international visitors to the region.
City of Joondalup Mayor, Hon. Albert Jacob says the City has taken some big steps to grow its tourism offering, leveraging the area’s natural and built attractions.
“The new Ocean Reef Marina development is our most exciting project to date and will create a world-class recreational, boating, residential and tourism precinct with capacity for over 550 boat pens and 200 boat stackers to attract international tourists, recreational boaters and marine based businesses to the area,” Mayor Jacob said.
“The project will deliver Perth’s first coastal pool and new hospitality and accommodation options, creating an iconic site for tourists, generating jobs for local people, and further solidifying Joondalup’s reputation as one of WA’s best coastal destinations.”
In addition, Mayor Jacob highlighted the opportunities for investment in new hotel and short stay accommodation in the coastal precinct offered by the Ocean Reef Marina development.
“We know that Joondalup’s strength as a tourist destination lies in our spectacular coastline, bushland and urban parks, as well as world leading innovation, education, health and commercial facilities.”
“That’s why we’re continually improving and building on our existing attractions, not only for visitors but also our local residents. The new development of the Duncraig Adventure Hub and improvements to Yellagonga Regional Park, including the Yalbunullup Mountain Bike Trail project delivered by the State Government, are prime examples of this.
“Not only do these improvements benefit the local community and provide a space for young people and families to gather and connect, they also invite investment in the tourism and events space and provide distinctive opportunities for potential eco-tourism attractions,” Mayor Jacob said.
Tourism Council WA Chief Executive Officer, Evan Hall, agrees that the biggest opportunity for Joondalup to attract more visitors is investment in accommodation.
“The key tourist market for Joondalup at present is day trippers, but there is great potential for the development of the intrastate, interstate and international tourist markets as well,” Evan said.
“While Joondalup has a great legacy asset in the Joondalup Resort and Golf Course, there is also prime opportunity for increased tourism through the establishment of more accommodation options to facilitate more travellers to the area”.
The City is also home to one of WA’s most visited tourist destinations in Hillarys Boat Harbour, which hosts the homegrown iconic annual event, the Joondalup Festival. In 2023, the Joondalup Festival attracted a quarter of a million people to Hillarys Boat Harbour over three weeks and won the 2023 Australian Event Award for Best Cultural, Art or Music Event.
Destination Perth Chief Executive Officer, Sonja Mitchell, said that Joondalup’s events series has excited the community and positioned Joondalup as a leading event destination.
“These opportunities not only benefit tourists, but the community as well. When you create really good tourism destinations from the ground up, local residents benefit from the increased amenity and beautification of the place and visitors want to come and support local businesses, so it’s a win-win for everyone,” Sonja said.
Erica Campbell, Director Shopping Centres at Lease Equity who manages Hillarys Boardwalk celebrates the big impact on visitor attraction that family friendly events at the Harbour have had.
“As well as key events, the Hillarys Boat Harbour Precinct offers an incredible range of local retailers for visitors, with over 60 shopping and dining options available. Many of these retailers are locals themselves and offer items and insights that can’t be found anywhere else, which makes Hillarys very special and unique as a tourist destination” Erica said
“We also offer a family friendly environment, where you’ve got the beach, Perth’s only underwater aquarium (AQWA), Rottnest Ferry services, and even a bowling alley available all in the one place. There’s something here for everyone and you can easily come and spend the whole day”.
Mayor Jacob said “We want Joondalup to be a destination where people can find experiences that connect them to family, friends, nature, culture, career, business and innovation. We have some incredibly exciting tourism developments ahead for us.”
CITY OF JOONDALUP
A GLOBAL CITY: BOLD, CREATIVE AND PROSPEROUS
Find out more on how to be part of Joondalup’s exciting future as a major tourist destination at business@joondalup.wa.gov.au or visit joondalup.wa.gov.au/invest
