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The framework of sustainable development has emerged from discussions of the Brundtland report, Our Common Future. It has brought greater concern and demand for change in our way to develops the world. Since then, sustainability and sustainable tourism have become a mainstream term and concept. Therefore, it is essential to assess if tourism businesses are as eco-friendly and sustainable as they endorse. This report will evaluate Broome Whale Watching’s (BWW) sustainable practices by assessing how they are complying with the principle of sustainability. To do this, it will firstly analyse the evolution of the term sustainable development and assess sustainable tourism position in light of this evolution. It will also discuss the most important sustainability issues facing the operation and it evaluate how the organization adheres to the Ecotourism Australia accreditation standards. Finally, it will discuss how BWW could improve their sustainable practice in light of the contemporary concept of sustainability. Overall, this paper will argue that BWW practices are not totally adhering to the contemporary principle of sustainability.

1.1 Background.

Whaling stopped in Western Australia in 1978, at that point only 500 humpback whales were left from this populations visiting the west coast. In 2008, this same group was estimated between 16 000 to 20 000 (Costin, Sandes, 2009). This population is now considered to be one of the largest in the world, with Broome having the highest concentration during winter, as it is a breeding ground. Whale watching interest has increase considerably in the last years (table 1).

Table 1: Growth of whale watching tourism in Australia (1991 - 2008)

Sources: O’Connor (2004), O’Connor et al (2009).

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...ies as encounter along the way are not practiced and regulated in the same way everywhere. Australia has strict guidelines regarding the interaction and close encounter with whales. While BWW are being whale-friendly and are strictly following this guideline, they still might be affected, as they are located at the end of the migratory journey.

4.3 Economic impacts

4.3.1 Broome tourism number declining

Broome’s tourism numbers have been declining in previous years and consequently affecting tourism business of the region (Table 2 and 3). The reason for this decline are the strong dollar Australian, high price of fuel, expensive flights to Broome and cheap Asian flights from Western Australia causing Australian tourists to go elsewhere for their holiday (New.com.au, 2012; ABC News 2013). Whale watching has the potential to revive the tourism industry of Broome.