Sea All Dolphin Swims

What Sea All Dolphin Swims does

Sea All Dolphin Swims is a privately held marine wildlife tourism operator founded in 1996 and headquartered at Queenscliff Boat Harbour, Victoria, Australia, approximately 90 minutes from Melbourne at the gateway to the Great Ocean Road. The company runs boat-based swim-with-dolphins, swim-with-seals, wildlife sightseeing, twilight, island-hopping, and private charter experiences aboard two primary vessels (Maureen M and Bluebird), alongside a portfolio of school education programs (swim tours, snorkelling, conservation workshops, surf lessons, custom excursions) and a Marine Warriors school holiday program. Its gTM is direct-to-consumer via a Rezdy-powered online booking system, supplemented by phone/email enquiry, a physical shopfront, and a dedicated school and corporate enquiry channel; no third-party resellers are used.

Underlying the tour business is a proprietary conservation technology stack: a third-generation Harbour Filter system processing 400,000+ litres of water weekly at Queenscliff Harbour, AI-powered species identification systems (dolphin dorsal fin ID, seabird recognition, weedy seadragon detection, reef fish identification, and seal identification co-developed with Deakin University), and Victoria's first under-and-above water live-stream camera infrastructure at Popes Eye Marine National Park. These systems are built on three decades of dorsal fin photo catalogue data and support the Fin ID at Sea citizen science program tracking ~90 Burrunan Dolphins.

Revenue is generated almost entirely through one-time ticket sales: public tour prices range $90-$210 per person (with family passes up to $800), private charters run $3,000-$4,400, and school programs price $120-$150 per child. A mandatory $10 environmental levy per ticket funds marine conservation via the not-for-profit Southern Ocean Environmental Link (SOEL), which is founded by the company's director. Customer segments span individual tourists and families (primary), Victorian school groups (primary), corporate groups, private charter customers, and inclusive-tourism guests, with no large enterprise concentration. The company is founder-led by James 'Murph' Murphy, holds Advanced EcoTourism certification from Ecotourism Australia, and is recognised by Tourism Australia as a national Sustainable Storyteller.

Name

Sea All Dolphin Swims

Legal name

Sea All Dolphin Swims

Website

https://dolphinswims.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Sea All Dolphin Swims is a 30-year-old, founder-led marine wildlife tour operator in Queenscliff, Victoria, offering wild dolphin and seal swims, wildlife sightseeing, and school education programs in Port Phillip Bay, with a proprietary conservation technology stack including AI species identification and the Harbour Filter.

Ownership category

akta.pro rank

Product category

Marine Wildlife Eco-Tourism

SIC

Water Transportation (4400)

akta.pro primary industry

Snorkeling Tours & Reef Experiences (THAJAJAE)

akta.pro secondary industries

Whale Watching & Marine Mammal Tours (THAAAIAC), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD)

Keywords

• Marine wildlife tourism
• Swim with dolphins
• Eco tourism experiences
• Marine education programs
• Snorkelling adventure tours

Headquarters

HQ city

Queenscliff

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Tour Tickets - Swim Tours: Primary revenue stream from seal and dolphin swim tours, with various ticket types including adult and child snorkel options, sightseeing options, and family passes. Tour durations range from 90 minutes to 3.5 hours.
2. Private Charters: Premium private boat charter experiences on Maureen M or Bluebird vessels, with morning, afternoon, and twilight options. Priced significantly higher than standard tours.
3. School Education Programs: School group tours and workshops including seal and dolphin swims, wildlife sightseeing, conservation workshops, surf lessons, and custom school tour experiences. Offers free teacher spots per student ratios.
4. Corporate Tours: Team-building and client experience tours designed for corporate groups with tailored experiences.
5. Gift Vouchers: Gift vouchers valid for 3 years, available for purchase through the Rezdy booking platform.
6. GoPro Underwater Camera Hire: Optional add-on service for underwater camera rental during tours.
7. Environmental Levy: $10 environmental levy included in every ticket, funding marine conservation through SOEL partner charity. This is a mandatory add-on built into ticket pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Sea All Dolphin Swims is a marine wildlife tourism operator based in Queenscliff, Victoria, offering guided snorkelling and sightseeing tours to encounter wild Australian Fur Seals, Burrunan Dolphins, and other marine life in Port Phillip Bay. The company provides both public adventure tours aboard the Maureen M and Bluebird vessels and tailored marine education programs for schools, including conservation workshops, snorkelling sessions, and surf lessons. Every ticket includes a $10 environmental levy funding marine conservation through partner charity SOEL.

Product overview

Sea All Dolphin Swims operates as a nature-based marine tourism platform offering a diverse portfolio of wildlife encounter experiences in Port Phillip Bay, Victoria, Australia. The company operates two primary tour types: public/adventure tours (Seal & Dolphin Swim on Maureen, 90-Minute Seal Swim Tour, Island Hopping, Twilight Tour, Wildlife Sightseeing, Private Charters, and Corporate Tours) and marine education programs for schools (swim tours, snorkel sessions, conservation workshops, surf lessons, and custom experiences). The offering also includes a Marine Warriors school holiday program and Dolphin TV educational content. The company positions itself as Australia's Regenerative Tourism Specialists with eco-certification, operating since 1996 from Queenscliff.

Differentiator

Problem solved

Functional benefit

Products and services

• Seal & Dolphin Swim on Maureen

Quantifiable outcome

• Dolphins spotted approximately 80% of tours
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core, supporting, past/historical and flagship.

• Southern Ocean Environmental Link (SOEL)coreStrategic or Co-development PartnerSOEL is the not-for-profit organization founded by Sea All Dolphin Swims Director Murph. Every ticket includes a $10 environmental levy funding SOEL's marine conservation initiatives including the Harbour Filter program, plastic recycling workshops, ocean research, and education programs. The partnership is the foundation of Sea All's regenerative tourism model.
• Deakin UniversitycoreStrategic or Co-development PartnerCollaboration on AI and machine learning research for marine species identification. Deakin provides AI software for seal identification from head shot photos, and joint research on Australasian Gannet contribution to Port Phillip Bay biodiversity and Blue Carbon storage. Also partners on the Popes Eye live camera project.
• Cetacean SisterscoreStrategic or Co-development PartnerCollaborative partner on the Fin ID at Sea citizen science program for dolphin identification and tracking. Contributes to the three-decade photo catalogue of dolphin dorsal fins used for population monitoring.
• Rip CurlsupportingStrategic or Co-development PartnerWetsuit recycling partner. Pre-loved wetsuits can be dropped off at Sea All's Queenscliff shopfront and transformed into practical products like playground matting through Rip Curl's recycling program.
• O'NeillsupportingStrategic or Co-development PartnerWetsuit recycling partner similar to Rip Curl arrangement, providing on-site recycling point for pre-loved wetsuits at the Queenscliff shopfront.
• Melbourne Zoo Marine Rescue UnitsupportingStrategic or Co-development PartnerSea All Dolphin Swims acts as eyes and ears for Port Phillip Bay, maintaining strong relationships with Melbourne Zoo's Marine Rescue Unit to ensure injured or distressed marine animals receive proper care. Call 1300 245 MRU for emergencies.
• The Nature Conservancy (TNC)past/historicalStrategic or Co-development PartnerTNC developed the world's first under and above water live-stream cameras at Popes Eye. SOEL has since taken over ownership of these cameras, continuing their educational and monitoring mission.
• Zoos Victoria (Seal the Loop)supportingGTM or Marketing PartnerSea All is a proud supporter of Zoo's Victoria 'Seal the Loop' campaign, which installs fishing line bins around Victoria coastlines. This partnership helps prevent harmful materials from entering the marine environment.
• Tourism AustraliaflagshipGTM or Marketing PartnerTourism Australia selected founder Murph as one of their national Sustainable Storytellers and sustainability heroes, featuring Sea All Dolphin Swims in their national campaign highlighting regenerative tourism leaders.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rockingham Wild Encounters: Western Australian operator running swim-with-dolphin tours and wildlife cruises near Perth. Closest functional comparator in another Australian state for the swim-with-wild-dolphins product.
• Tangalooma Island Resort: Australian marine wildlife tourism operator famous for its wild dolphin feeding program on Moreton Island, Queensland. Direct comparator offering paid guest encounters with wild dolphins in a regulated, eco-tourism-certified setting.
• Dolphin Discovery (Grupo Dolphin): Global swim-with-dolphins operator with marine parks and natural swim sites across Mexico, the Caribbean, and elsewhere. Direct global comparator in the swim-with-dolphins product category, though typically in captive rather than wild settings.

Broad incumbents

• Quicksilver Group: Long-established Great Barrier Reef cruise and dive operator offering reef, snorkel, and marine experiences out of Port Douglas. Larger, broader portfolio operator in the same Australian marine-snorkel category.
• Australia Zoo: Iconic Queensland wildlife attraction with broad animal encounter portfolio, conservation programming, and tourism-grade brand. Comparable conservation-first positioning and education-heavy product mix, though much larger and not boat-based.

Emerging players

• Bunbury Dolphin Discovery Centre: Western Australian operator focused on dolphin interaction, interpretation, and conservation at Koombana Bay. Comparable educational/interpretive overlay and dolphin-centric product, though more centre-based than boat-based.
• Passions of Paradise: Cairns-based Great Barrier Reef snorkel and dive cruise operator with eco-certification and reef conservation partnerships. Comparable eco-certified marine snorkel product, positioned as a sustainable mid-premium alternative in a different Australian region.

Regional players

• Pennicott Wilderness Journeys: Tasmanian award-winning operator of wilderness cruises and wildlife tours including Bruny Island cruises. Comparable Australian nature-based boat tour operator with strong eco-tourism branding and premium pricing.
• Wildlife Coast Cruises: Victorian wildlife tour operator running boat cruises to Wilsons Promontory and seal colonies in Corner Inlet. Directly comparable operating geography (Victoria), vessel-based marine wildlife encounters, and similar eco-tourism positioning.
• Phillip Island Nature Parks: Victorian wildlife tourism operator best known for the Penguin Parade and other wildlife experiences near Melbourne. Comparable Australian wildlife-tourism model with strong education programming and conservation narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dolphinswims

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sea All Dolphin Swims