Robe taps into cruise ship industry

THE successful call of Seabourn Sojourn to Robe earlier last month marks an important milestone for the Limestone Coast, highlighting the region’s emerging role in South Australia’s cruise sector.

The vessel arrived early March as part of a 16-day Sydney to Fremantle voyage, bringing approximately 450 passengers and 330 crew to the region, with guests tendered ashore via the Lake Butler Marina.

The successful arrival marks a positive step in showcasing Robe and the broader Limestone Coast to visitors experiencing the region for the first time.

A coordinated program of shore excursions and local experiences enabled passengers to explore both Robe and the wider region, including heritage walking tours, the Customs House Maritime Museum, visits to local producers, Coonawarra wine experiences and guided tours to the Naracoorte Caves. During the visit, 326 passengers and 63 crew came ashore during the day, with 64 guests participating in pre-booked shore tours across Robe and the wider region.

A complimentary shuttle service, facilitated by the District Council of Robe with support from the South Australian Tourism Commission, operated throughout the day, making it easy for visitors to move between key locations including the Robe Visitor Information Centre, main street, Sky Seafoods, Transmutation and Robe Town Brewery. The service supported dispersal across the Robe township and encouraged visitors to spend time with local businesses.

Representatives from the District Council of Robe and the South Australian Tourism Commission, alongside the Limestone Coast Local Government Association’s Regional Tourism Manager, were on the ground to support a welcome activation as passengers disembarked, providing personalised guidance, maps and directions, and supporting logistics including shuttle movements and shore excursion departures.

The ship’s captain also came ashore to present a commemorative plaque to the District Council of Robe to mark the occasion, with a small gift exchange and photo opportunity held at Royal Circus.

The visit builds on earlier work to prepare the region for cruise, with strong interest from cruise lines in visiting Robe and the Limestone Coast. In May 2024, the Limestone Coast Local Government Association and the South Australian Tourism Commission hosted a cruise information session for local businesses, providing an introduction to the sector, potential itineraries and the opportunity to explore involvement in cruise visitation. This was followed by direct engagement with local product and inbound tour operators to help shape shore experiences.

Cruise tourism continues to play an important role in South Australia’s visitor economy. The 2024–25 season generated $198 million in economic output and supported more than 600 jobs across the state.

Limestone Coast Local Government Association President Mayor Lynette Martin OAM said the organisation welcomes cruise as part of a diverse and resilient Limestone Coast visitor economy.

“As a growing sector of our economy, tourism is adding value for local communities and businesses,” she said.

“Cruise tourism provides another way to connect visitors with the Limestone Coast’s experiences, producers and places offering expanded market opportunities and ultimately boosting regional competitiveness,” said Mayor Martin.

Acting Mayor Nick Brown, District Council of Robe, said the visit delivered positive outcomes for the local community.

“It was great to see visitors out and about across Robe, engaging with local businesses and experiences throughout the day,” he said.

“The coordinated approach, including the shuttle service, made it easy for guests to explore and get a feel for the town.”

Cruise visits such as this are the result of long-term planning, reflecting the coordination required across local government, industry and state partners.

The successful visit highlights the value of ongoing collaboration between local government, industry and the South Australian Tourism Commission, helping deliver well-managed cruise experiences that benefit regional communities.