Megayacht News Leadership Series: MaryAnne Edwards, Superyacht Australia

Megayacht owners and charterers increasingly want to visit far-off regions. It’s well documented, both anecdotally and statistically. You need only look at the number of yachts now cruising the South Pacific for proof. Further proof: Australia’s superyacht sector alone now reaps nearly US$200 million annually, with plenty of Americans responsible for that revenue.

Unfortunately, it’s not a simple matter of just pointing your bow Down Under and going. Complex permits, visas, and other regulations have owners, captains, and guests confused. That’s why Superyacht Australia (SYBA, for its former name, Super Yacht Base Australia) was formed more than a decade ago. And it’s making great strides in simplifying matters. In this Megayacht News Leadership Series, MaryAnne Edwards, CEO of Superyacht Australia and chief executive of the Australian International Marine Export Group (pictured on the right, with colleague Victoria Smith), explains what’s been accomplished and how SYBA is steadily steaming toward further progress.

Q: SYBA was established in 1999. How much has Australia grown as a cruising destination since then? For example, can you give statistics on the number of visiting yachts now compared to a decade or so ago?

A: The industry has grown from basically nothing a decade ago to an industry sector now worth around AUS$180 million, with most yachts staying around three to four months. Visitation growth has driven significant development of the superyacht industry, including investment in specialised infrastructure and service businesses. However, having stated that, we are still getting only a tiny percentage of the global market. With owners now looking for new cruising destinations, having done the traditional cruising grounds to death, we feel the whole Asia Pacific region is well positioned to be the new world cruising destination, providing that experience owners and captains are looking for. We will be working closely with our Asian partners to drive marketing efforts and collaborating to educate the global superyacht market about the unique experience, service, and facilities we can offer.

Q: The SYBA website serves as a one-stop portal of information: everything from cruising specific regions like the Whitsundays, to information on refit facilities, to details on the visas that visiting yacht crew need to obtain. What sections of your website attract the most interest, and does your team often receive further specific inquiries?

A: We get an amazing number of hits to our website, but we also receive significant numbers of direct enquiries. Many people go to the website looking for information, but then generally want to clarify or discuss to make sure they have the correct interpretation etc. The section which clarifies the government regulations, visas, customs, etc. gets the most hits, and second would be information regarding the various cruising destinations here, our iconic events, and questions re the Australian agents who can service their needs.

Q: There are always obstacles to growth. What are one or two significant obstacles that SYBA faced and overcame?

A: For Australia the key obstacles to growth have always been our location and distance from traditional cruising grounds and the difficulty in making the government understand the value of the superyacht industry, and therefore provide much-needed funds to better market what an iconic, amazing cruising destination Australia is. Marketing what we have has always been difficult, due to funds available, but finally we now are getting buy-in from our government and our tourism industry.

Q: SYBA and its members continue to address impediments to Australia’s growth as a cruising destination, particularly in terms of charter. Can you explain the difficulties faced by foreign-flagged yachts that wish to charter in the country, and what efforts are being made to assist them?

A: Yes, we appreciate there is a bit of red tape and bureaucracy involved in getting permission to charter in our waters, and this is a priority issue on our agenda at the moment. We are currently having discussions with the powers that be to make the government understand the unique difference between superyachts and normal commercial vessels. We are working with the government to simplify the process. Since the recent Australian Superyacht Industry Conference held at Sanctuary Cove, we have had some traction on this issue, and we are now lobbying strongly to remove a lot of this red tape. Specific information regarding the current regulations is detailed on our website.

Q: American and European yacht owners and charterers are particular targets of your marketing campaigns. Do you see differences among the key questions and information needs each group has?

A: Yes, of course, there are differences, and of course we are conscious of the issues and queries each sector has. A key market now for us is also the Asian market, which is growing. An increased number of these yachts are coming to Australia.

Q: For the near future, what are the main objectives of SYBA? While it’s difficult to predict the future, do you have general timetables for when you anticipate certain obstacles to be overcome or progress to be made?

A: We are currently developing our strategic plan for the next five years, and obviously a key cornerstone of that is to remove as many of the barriers as we can to attract more superyachts to this region. Visitation growth has driven significant development of the superyacht industry, including investment in specialised infrastructure and service businesses. Needless to say, the high Australian dollar is impacting on the amount of refit and repair work coming here at the moment, but we have a very strong refit and repair sector here, which we will be driving more vigorously going forward. Superyacht Australia now has the support of the Australian Tourism organization, which have never really marketed this industry sector as part of their overall tourism push. They are now starting to understand the value to the economy of this sector. With their backing and expertise, we see a real shift in the level of our marketing efforts to educate the global superyacht market on what Australia can offer owners and captains. Many people still have the view we are all about the outback, but let me tell you, the depth and breadth of what Australia can offer is second to none. Our service levels, wine and food, iconic events, prestine waters, scenic destinations, facilities and wonderful welcome are hard to reciprocate.