All Sea Charters
All Sea Charters is a family-owned Western Australian marine tourism operator running whale watching tours from Augusta, Busselton, and Dunsborough, plus Perth snorkelling, aboard the only purpose-built whale watching catamaran in the state.
- Company typePrivate
- Founded2001
- HeadquartersAugusta, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What All Sea Charters does
All Sea Charters is a family-owned and operated marine wildlife tourism business founded in 2001 and headquartered at Port Geographe Marina in Busselton, Western Australia. The company runs whale watching tours from three departure points — Augusta (May to late August), Busselton (mid-August to November), and Dunsborough (mid-August to early December) — aboard a fleet led by Whale Song, a 17-metre purpose-built aluminium catamaran that is described as the only purpose-built whale watching vessel in Western Australia, with 360-degree viewing decks, a climate-controlled cabin, and wheelchair accessibility. Additional fleet includes the Santosha (52-ft Conquest vessel for intimate tours up to 23 passengers), the Whale Tail tender, and Tradewinds III, which supports Perth-based operations out of Fremantle Fishing Boat Harbour for Carnac Island snorkelling and eco cruises. Tours target Humpback, Southern Right, and Blue whales migrating through Geographe Bay, with daily departures, a 100% sighting record in 2024, and a free re-booking guarantee if no whales are seen.
The business operates a direct-to-consumer model with revenue from per-person whale watching tickets (Adult AUD 95, Child AUD 55, Family AUD 275), private boat charters (up to 75 passengers in protected waters), gift vouchers, Recreational Skippers Ticket training at AUD 325 per candidate, and year-round dolphin experiences delivered through a partnership with the Dolphin Discovery Centre in Bunbury. Distribution is primarily through the company's own website (Rezdy booking engine), phone, email, and FareHarbor for dolphin tours, with marketing via TripAdvisor (Travellers' Choice Awards in 2021, 2023, 2024), Facebook, Instagram, YouTube, and partnerships with Tourism Western Australia and Margaret River Region tourism bodies. The crew of approximately five includes Captain Paul "Zippy" (longest-serving whale watching skipper in the region), Operations Manager Deanna, a marine biologist, and trained deckhands gaining Coxswain/Master V qualifications. The company holds DBCA whale-watching licensing and Accredited Tourism Business Australia / Marine Eco Tours accreditation.
All Sea Charters firmographics
Firmographics- Name
- All Sea Charters
- Legal name
- All Sea Charters
- Website
- https://whalewatchingcharters.com.au
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- All Sea Charters is a family-owned Western Australian marine tourism operator running whale watching tours from Augusta, Busselton, and Dunsborough, plus Perth snorkelling, aboard the only purpose-built whale watching catamaran in the state.
- Ownership category
- akta.pro rank
All Sea Charters industry classification
Industry- Product category
- Marine Wildlife Tourism
- NAICS
- Scenic and Sightseeing Transportation, Water (4872)
- SIC
- Water Transportation (4400)
- akta.pro primary industry
- Whale Watching & Marine Mammal Tours (THAAAIAC)
- akta.pro secondary industries
- Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Private Charters & Yacht Experiences (Crewed, Bareboat, Day Charters) (THAJAJAB), Snorkeling Tours & Reef Experiences (THAJAJAE), Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD)
Keywords
Where All Sea Charters is headquartered
LocationHeadquarters
- HQ city
- Augusta
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
All Sea Charters business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others
Revenue model
- Whale Watching Tour Tickets: Per-person ticket sales for daily whale watching tours departing from Augusta, Busselton, and Dunsborough. Tours operate seasonally from May to November with set pricing tiers for adults, children, and families.
- Private Boat Charters: Charter services for corporate events, family gatherings, celebrations, and custom occasions aboard Whale Song vessel with catering options and flexible scheduling.
- Gift Vouchers: Prepaid gift vouchers for whale watching experiences available in family, adult, and child denominations, redeemed online or by phone.
- Recreational Skippers Ticket Training: RST training and assessment services conducted by Paul, a commercial skipper with over 25 years experience. Training available in groups or one-on-one basis throughout the South West region.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Augusta Whale Watching Tour |
| Unit Pricing | Pay-as-you-go | Busselton/Dunsborough Whale Watching Tour |
| Unit Pricing | Pay-as-you-go | Recreational Skippers Ticket Training |
| Unit Pricing | Pay-as-you-go | Gift Vouchers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
All Sea Charters product offering
Product offeringCore offering
All Sea Charters operates guided whale watching and marine wildlife tourism tours departing from Augusta, Busselton, and Dunsborough in Western Australia's South-West region, primarily from May to December. The company runs scheduled tours, private boat charters, swim-with-dolphins experiences, snorkelling trips, and Recreational Skippers Ticket training using a fleet that includes the purpose-built 17m catamaran Whale Song, Santosha, Whale Tail, and Tradewinds III.
Product overview
All Sea Charters is a family-owned and operated whale watching and marine tourism business offering a portfolio of experiential tour products across Western Australia's South-West region. The core offering consists of whale watching tours (departing from Augusta, Busselton, and Dunsborough from May to December) aboard the company's purpose-built whale watching vessels, supplemented by swim-with-dolphins experiences (via partnership with Dolphin Discovery Centre), snorkelling adventures at Carnac Island, and private boat charters. The company also offers Recreational Skippers Ticket training and sells gift vouchers. The fleet includes Whale Song (17m purpose-built catamaran), Santosha (52ft Conquest vessel), Whale Tail (tender), and Tradewinds III (Perth-based). The products are distributed through the company's own website booking system and third-party booking platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Whale Watching Tour – Augusta Whale watching tours departing from Boat Harbour, Leeuwin Road, Augusta. Operates May to late August with daily departures at 10:00am and 1:30pm. Approximately 2 hours duration, targeting Southern Right and Humpback whales in Flinders Bay. Adults $95, children $55, family $275, infants free.
- Whale Watching Tour – Busselton Whale watching tours departing from Port Geographe Marina, Busselton. Operates mid August to November with daily departures at 9:45am and 1:30pm. Approximately 2.5–3 hours duration, targeting Humpback, Southern Right, and Blue whales in Geographe Bay. Adults $95, children $55, family $275, infants free.
- Whale Watching Tour – Dunsborough Whale watching tours departing from Geographe Bay Road, Dunsborough. Operates mid August to early December. Approximately 2.5–3 hours duration, targeting Humpback, Southern Right, and Blue whales in Geographe Bay.
- Swim with Dolphins Tour Year-round dolphin experiences offered via partnership with Dolphin Discovery Centre in Bunbury. Includes an award-winning 4-hour swim tour with wild bottlenose dolphins and a 90-minute Dolphin Eco Cruise in Koombana Bay, with a guaranteed dolphin sighting policy offering free re-booking if no dolphins are seen.
- Private Boat Charters Private boat charter services departing from Busselton, Dunsborough, and Bunbury aboard Whale Song. Suitable for corporate events, family gatherings, celebrations, and custom occasions with catering options and flexible scheduling. Accommodates 47 passengers in unprotected waters and up to 75 in protected waters.
- Snorkelling – Carnac Island Snorkelling tours to Carnac Island departing from Fremantle Fishing Boat Harbour aboard Tradewinds III. Approximately 4 hours duration. Offers swimming with Australian sea lions, dolphin encounters, and exploration of marine bird life.
- Eco Tour – Perth Perth eco tours and activities including Rottnest Island cruises, private charters for hens/bucks nights, celebrations aboard Tradewinds III, and corporate events for up to 38 people.
- Recreational Skippers Ticket (RST) Training Recreational Skippers Ticket training and assessing services in Busselton, Bunbury, Dunsborough, Augusta, and Margaret River regions. Paul is a commercial skipper with over 25 years experience. Cost is $325 including government fees and boat hire, available in groups or one-on-one.
- Whale Watching Gift Vouchers Gift vouchers for whale watching experiences available in Family (2 adults + 2 children), Adult, and Child options. Redeemable for tours departing from Augusta, Busselton, or Dunsborough between May–December, purchased online or by phone.
Quantifiable outcome
- 100% whale sighting rate across all 2024 tours
- +2 more outcomes
Companies that use All Sea Charters
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
All Sea Charters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
All Sea Charters partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Dolphin Discovery Centre (Bunbury)corePartnership with Dolphin Discovery Centre in Bunbury to offer year-round dolphin experiences during whale off-season. All Sea Charters directs customers to Swim with Dolphins tours and Dolphin Eco Cruises, providing extended adventure offerings beyond whale watching season. The partnership guarantees dolphin sightings with free re-booking if no dolphins are seen.
- Geographe Marine ResearchminorCollaboration with Geographe Marine Research on conservation projects, including participation in research documenting neonate humpback whale calves in Australia's southwest region. Findings published in scientific literature supporting marine conservation efforts.
- Colour Patch Café Bar and RestaurantminorHospitality partnership offering 10% discount at Colour Patch Café Bar and Restaurant in Augusta for tour guests showing booking confirmation. Similar partnerships with Busselton Pavilion and Tonic By The Bay.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
All Sea Charters competitors and assessment
Company assessmentBroad incumbents
- Rottnest Express: Established Western Australian marine tourism operator with broader route network including Rottnest Island ferry services. Comparable vessel-based passenger tourism but a much wider portfolio than ASC's niche.
- SeaLink Western Australia: Large Australian marine tourism and ferry brand operating in Western Australia. Overlaps as a marine passenger experience operator but at significantly greater scale and with a broader product set.
- Captain Cook Cruises Western Australia: Established Swan River and Perth-region cruise operator offering scheduled and charter services. Comparable passenger-vessel tourism model in WA but focused on river/scenic rather than marine wildlife viewing.
Others
- Tourism Western Australia: State tourism body that lists and promotes All Sea Charters via partnerships. Not a direct competitor but a key distribution and marketing ecosystem partner comparable in market influence on inbound WA tourism flows.
Direct peers
- Dunsborough Whale Watching Eco Tours: Operates whale watching departures from Geographe Bay Road, Dunsborough — overlapping directly with All Sea Charters' Dunsborough departure base and overlapping species focus (Humpback, Southern Right).
- Augusta Boat Harbour Tours: Augusta-based whale watching operator departing from the same Flinders Bay waters. Competes for the May–August Augusta season share targeting Southern Right whales.
- Whale Watch Western Australia: WA-based whale watching tour operator offering similar Geographe Bay experiences with comparable pricing and scheduling. Directly competes for the same tourist segment in the same geography.
- Naturaliste Charters: Busselton-based whale watching operator also targeting Humpback whales in Geographe Bay with multiple daily departures. Closest direct competitor given shared departure port, season window, and target species.
Regional players
- Mandurah Cruises: WA-based dolphin and estuary cruise operator offering wild dolphin experiences. Comparable in wildlife-viewing tourism model and customer overlap, but located south of Perth rather than South-West.
Emerging players
- Quokka Adventures: WA tour operator offering small-group marine and nature experiences. Overlaps in targeting tourists seeking wildlife encounters in Western Australia but with a broader multi-stop tour format.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
All Sea Charters social profiles
Digital presenceAll Sea Charters compliance and trust
Trust signalCompliance2 records
All Sea Charters financial estimates
Financial estimateRevenue estimate
Valuation estimate
All Sea Charters leadership team
Management profileNumber of profiles
Profiles6 records
All Sea Charters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
All Sea Charters M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about All Sea Charters
What does All Sea Charters do?
All Sea Charters operates guided whale watching and marine wildlife tourism tours departing from Augusta, Busselton, and Dunsborough in Western Australia's South-West region, primarily from May to December. The company runs scheduled tours, private boat charters, swim-with-dolphins experiences, snorkelling trips, and Recreational Skippers Ticket training using a fleet that includes the purpose-built 17m catamaran Whale Song, Santosha, Whale Tail, and Tradewinds III.
Is All Sea Charters a public or private company?
All Sea Charters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was All Sea Charters founded?
All Sea Charters was founded in 2001. It employs 1 to 10 people.
Where is All Sea Charters based?
All Sea Charters is headquartered in Augusta, Australia, in the Oceania region.
How does All Sea Charters make money?
Four revenue lines are on record. Whale Watching Tour Tickets are the primary driver. The others are private Boat Charters, gift Vouchers and recreational Skippers Ticket Training.
Who are All Sea Charters's main competitors?
Broad incumbents on record are Rottnest Express, SeaLink Western Australia and Captain Cook Cruises Western Australia. Tourism Western Australia is listed as an others. Direct peers are Dunsborough Whale Watching Eco Tours, Augusta Boat Harbour Tours, Whale Watch Western Australia and Naturaliste Charters. Mandurah Cruises is listed as a regional player. Quokka Adventures is listed as an emerging player.
Does All Sea Charters have an API?
No public API is recorded for All Sea Charters.
What industry is All Sea Charters in?
All Sea Charters's product category is Marine Wildlife Tourism. Its primary akta.pro industry code is THAAAIAC, Whale Watching & Marine Mammal Tours, with a secondary code of THAJAJAA, Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching). Its NAICS code is 4872 and its SIC code is 4400.