The Aquarium of Western Australia

What The Aquarium of Western Australia does

The Aquarium of Western Australia (AQWA) is a privately-operated marine aquarium and wildlife attraction located at Hillarys Boat Harbour in Perth, Western Australia. It operates a single physical facility featuring over 45 exhibits showcasing Western Australian marine biodiversity drawn from 12,000km of coastline, anchored by the Shipwreck Coast aquarium — Australia's largest single aquarium at 3 million litres, viewable via an underwater tunnel on a moving conveyor belt and a glass bottom boat. AQWA also operates specialized infrastructure including the AQWA Foundation Turtle Pool (a custom rehabilitation facility for rescued sea turtles), the Coral Bank of Western Australia (a living genetic cache of WA coral species), and a mesocosm used for environmental DNA research with CSIRO.

AQWA serves a mass-market consumer base including families, domestic and international tourists, school groups, and corporate/private event bookers, with a secondary audience of conservation donors and volunteers supporting the AQWA Foundation. The company generates revenue through seven distinct streams: general admission tickets (A$37 adult), premium experiences (A$54 Behind the Scenes up to A$195 Dine Beneath the Sea and A$158 Dive With Sharks), annual memberships (A$60/year), education programs for ages 2-16, eGift vouchers (A$50-A$250), private event hire, and charitable donations. All sales are processed direct-to-consumer through the aqwa.com.au website and on-site box office, with no third-party distribution. The business model is fundamentally a regional tourist attraction subsidized in growth potential by its conservation brand and regulatory-licensed rehabilitation programs.

Name

The Aquarium of Western Australia

Legal name

The Aquarium of Western Australia

Website

https://aqwa.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

The Aquarium of Western Australia (AQWA) is a privately-operated marine aquarium and conservation attraction in Hillarys, Perth, featuring over 45 exhibits including Australia's largest single aquarium. It serves families, tourists, school groups, and event bookers via direct-to-consumer ticket sales, premium experiences, annual memberships, and youth education programs.

Ownership category

akta.pro rank

Product category

Aquarium Visitor Attraction

NAICS

Zoos and Botanical Gardens (712130)

akta.pro primary industry

Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching) (THAAAAAJ)

akta.pro secondary industries

Submarine & Glass-Bottom Boat Experiences (THAJAJAL), Snorkeling & Marine Activity Centers (THAAAKAE), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

Keywords

• Marine aquarium attraction
• Wildlife conservation programs
• Marine education experiences
• Visitor attraction tickets
• Shark diving experiences

Headquarters

HQ city

Perth City

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. General Admission Tickets: Standard entry tickets for individual visitors to explore the aquarium's 45+ exhibits. Tickets are valid all day on purchase date.
2. Premium Experiences: Additional paid experiences including Shark Dives, Behind the Scenes tours, Glass Bottom Boat rides, and Dine Beneath the Sea dining events. These are add-on purchases to general admission.
3. Annual Memberships: Unlimited entry annual passes providing recurring revenue from repeat visitors. Members also receive discounts on experiences and events.
4. Education Programs: School excursion programs, holiday camps (Junior Marine Scientist, Eco Teen), and term programs (Sea School) for children aged 2-16.
5. Gift Vouchers: eGift vouchers sold in denominations of $50, $100, $150, $200, $250, valid for 3 years. Can be redeemed for tickets, experiences, and memberships.
6. Event Hire and Functions: Private venue hire for corporate events, birthday parties, and special occasions in unique aquarium settings.
7. Donations: AQWA Foundation accepts donations to support conservation initiatives, turtle rescue programs, and marine education.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Aquarium of Western Australia (AQWA) operates a marine aquarium visitor attraction at Hillarys Boat Harbour in Perth, featuring 45+ exhibits that showcase Western Australian marine biodiversity. Core offerings include general admission tickets, premium experiences (Dive With Sharks, Snorkel With Sharks, Glass Bottom Boat, Behind The Scenes Pass, Dine Beneath the Sea), youth education programs (Junior Marine Scientist, Eco Teen, Sea School, Starfish Discovery), annual memberships, and event hire. The affiliated AQWA Foundation runs turtle rescue, rehabilitation and release programs, seagrass restoration, and the Coral Bank of Western Australia conservatory.

Product overview

The Aquarium of Western Australia (AQWA) is a physical visitor attraction and marine conservation organization offering a unified portfolio of admission tickets, experiential programs, and educational courses. Core products include Standard Entry Tickets and Annual Membership Passes providing access to over 45 marine exhibits. Premium experiences encompass Behind The Scenes Pass, Dine Beneath the Sea (underwater dining), Glass Bottom Boat tours, Dive With Sharks and Snorkel With Sharks. Youth and family programs include Junior Marine Scientist, Eco Teen: Ocean Discovery, Eco Teen: Shark Swim, Sea School (preschool term program), Starfish Discovery, and Kids Birthday Parties. The organization also offers denomination-based eGift Vouchers ($50-$250) valid for 3 years. AQWA Foundation operates complementary conservation initiatives including the Turtle Rescue Hub and Coral Bank of Western Australia.

Differentiator

Problem solved

Functional benefit

Brands

• AQWA Foundation: The charitable arm of AQWA focused on marine conservation, turtle rescue, seagrass restoration, and community education initiatives.

Products and services

• Standard Entry Ticket General admission ticket providing individual visitors access to 45+ marine exhibits, underwater tunnel, touch pool, animal talks, and the Turtle Rescue Centre. Valid all day from 9am; adult price $37.
• Glass Bottom Boat & Entry Guided 15-20 minute boat tour across the top of Australia's largest single aquarium with expert commentary, including general admission. From $30 per person.
• Behind The Scenes Pass Premium experience granting access to restricted areas, coral cultivation lab, animal feeding sessions, and the glass bottom boat ride. Maximum 9 participants per tour; priced at $54 per person.
• Annual Membership Pass Unlimited entry annual pass allowing repeat visits to AQWA for 12 months from purchase. Priced at $60 per person and includes discounts on experiences and events.
• Dine Beneath the Sea Adults-only evening dining experience featuring a three-course set menu with beverage package, seated in the underwater tunnel surrounded by marine life. $195 per person; $390 for a table for two.
• Junior Marine Scientist School holiday program for ages 6-12 featuring marine science activities, animal encounters, glass bottom boat ride, hands-on biology basics, lunch, and crafts. 3-4 hours; $79 per child.
• Eco Teen: Ocean Discovery Full-day school holiday program for ages 12-16 focusing on marine conservation, citizen science fieldwork, microplastic beach sampling, and behind-the-scenes tours. 4-5 hours; $145 per teen.
• Eco Teen: Shark Swim School holiday program for ages 12-16 featuring shark snorkel experiences in Australia's largest single aquarium with marine biology education. 4-hour program; $147 per teen (25% off July only with code SHARKSWIM).
• Sea School Eight-week term-based preschool program for ages 3-5 incorporating music, movement, craft, Auslan sign language, and weekly creature-focused tours. $171 per child.
• Starfish Discovery Guided 15-minute session for ages 2-5 at the Touch Pool where children learn about starfish through play and have the opportunity to hold a real starfish. $10 activity fee; entry included for ages 3+.
• Kids Birthday Parties Backstage pass birthday party experience for ages 4-16 including behind-the-scenes access, glass bottom boat ride, turtle rescue talk, and reserved café table. Minimum 8, maximum 18 children; $65 per child.
• Dive With Sharks SCUBA diving experience for certified divers aged 14+ in the 3 million litre Shipwreck Coast aquarium with sharks, stingrays, and turtle encounters. 30-minute dive with equipment and entry included; $158 per person.
• Snorkel With Sharks Surface snorkeling experience for ages 14+ in Australia's largest shark aquarium, guided by PADI qualified Divemasters. Equipment and entry included; 25% off with code SHARKSWIM.
• AQWA eGift Vouchers Digital gift vouchers available in $50, $100, $150, $200, and $250 denominations, valid for 3 years and redeemable online or at the venue for any AQWA ticket, pass, or experience booking.

Quantifiable outcome

• 45+ exhibits representing 12,000km of WA coastline
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• CSIROcoreStrategic or Co-development Partner · 15 September 2025Research collaboration for environmental DNA (eDNA) analysis and environmental metazoan cell detection. CSIRO scientists used AQWA's mesocosm (Australia's largest single aquarium) to test new methods of collecting and analyzing fish DNA from seawater samples without disturbing marine life.
• Dolphin Discovery CentrecoreStrategic or Co-development Partner · 6 June 2024Collaborative partnership for sea turtle rehabilitation. On June 6, 2024, six rehabilitated turtles from both AQWA and Dolphin Discovery Centre were released together to Ningaloo Marine Park, Exmouth.
• Department of Biodiversity, Conservation and Attractions (DBCA)coreStrategic or Co-development PartnerDBCA is the primary regulatory partner for wildlife rehabilitation and marine conservation. They issue AQWA's fauna rehabilitation licence, coordinate turtle releases, apply identification tags to released turtles, and collaborate on satellite tracking programs. DBCA also manages the North West Shelf Flatback Turtle Conservation Program.
• Perth ZoocoreStrategic or Co-development PartnerPerth Zoo provides veterinary services including check-ups, blood tests, CT scans, and surgery for rescued turtles and sea snakes. They are a key partner in the turtle rehabilitation program.
• WA WildlifecoreStrategic or Co-development PartnerLicensed wildlife rehabilitator providing broad services for native wildlife rescue. Coordinates with AQWA for sea turtle rescue, treatment and rehabilitation. Also handles sea snake rescue and treatment.
• Containers for ChangeminorStrategic or Co-development PartnerPartnership for the 'Bring 3 For the Sea' recycling initiative. Members of the public can donate 10c marked containers to AQWA Foundation at dedicated donation points. Funds support turtle rescue and conservation programs.
• Scouts WA RecyclingminorOthersScouts WA Recycling manages AQWA's Containers for Change donation point with a no-cost commercial collection and sorting service, reducing carbon footprint and waste management costs.
• OzFishcoreStrategic or Co-development PartnerPartnership for Seagrass For Snapper initiative to restore Cockburn Sound seagrass meadows. AQWA Foundation supports and participates in community seagrass seed collection days. In November 2024, volunteers helped collect the 1 millionth seagrass fruit.
• WRITE SolutionsminorOthersLocal waste management experts who help AQWA's Cafe to Compost initiative. They divert hundreds of tonnes of food waste and compostable items from landfill through commercial aerobic composting.
• Parks AustraliacoreStrategic or Co-development PartnerNational government partner involved in turtle release programs to Commonwealth waters of Ningaloo Marine Park.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ocean Park Hong Kong: Large-scale marine theme park combining aquarium exhibits, conservation programs, and premium experiences. Comparable as a marine-focused attraction operator with conservation positioning and family/youth programming.
• SEA LIFE (Merlin Entertainments): Global aquarium brand operated by Merlin Entertainments, with multiple sites including Sydney Aquarium and Melbourne Aquarium. Directly comparable as a multi-site aquarium operator with admissions, memberships, and educational programming serving the same family/tourist customer base as AQWA.

Direct peers

• National Aquarium (Baltimore): Major US aquarium with dolphin experiences, large shark exhibits, and conservation focus. Comparable peer in combining immersive large-tank exhibits, premium experiences, and conservation programming.
• Monterey Bay Aquarium: Major US aquarium known for marine conservation leadership and educational programming. Comparable to AQWA in combining exhibition, conservation (seafood watch, sea otter programs), and education in a single coastal attraction model.
• Aquarium of the Pacific: Long Beach, California aquarium focused on Pacific marine life with similar exhibit scale and educational mission. Comparable to AQWA as a regional coastal aquarium emphasizing local marine biodiversity.
• Ripley's Aquarium of Canada: Toronto-based aquarium with shark walk, large exhibits, and premium experiences. Comparable as a single-site aquarium operator with premium encounter offerings and family/tourist customer base.
• Georgia Aquarium: One of the world's largest aquariums, featuring whale sharks, large tank exhibits, and premium experiences including shark dives. Directly comparable as a large-tank aquarium operator with shark encounter programs similar to AQWA's Dive With Sharks.
• Shedd Aquarium: Chicago-based aquarium with extensive exhibits, shark encounters, and animal rescue/rehabilitation programs. Comparable to AQWA in scale, premium experience offerings, and integrated conservation/rehab mission.

Regional players

• Sea Life Melbourne Aquarium: Major Melbourne-based aquarium featuring sharks, rays, and Australian marine life with similar product portfolio including behind-the-scenes tours and educational programs. Direct Australian regional peer for AQWA's offerings.
• Sea Life Sydney Aquarium: Australia's flagship aquarium on Darling Harbour, Sydney. Closest Australian peer in scale and product mix, offering general admission, premium experiences, and education programs, though located in a larger tourism market than AQWA's Perth base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/discoverAQWA
• Facebookfacebook.com/aquariumofwesternaustralia
• Instagraminstagram.com/aquariumofwesternaustralia
• Xx.com/discoveraqwa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 The Aquarium of Western Australia