More than 35,000 tourists will be invited to experience the best of Newcastle's east end thanks to an initiative taking advantage of the record-breaking cruise season, which is expected to inject $7 million into the local economy.
The Passenger Experience Project is hoping to tap into the economic windfall by transporting cruise visitors via a shuttle bus loop every 20 minutes from the Visitor Information Centre to the corner of Hunter and Watt Street, where they can explore boutique businesses, galleries, cafes and restaurants.
Newcastle East business ambassadors Janice Musumeci, Henry Walker and Rita DiRenzo with the new shuttle bus, which began operation today as part of the Passenger Experience Project.
It is one of 16 projects to share in $925,000 of funding through the latest round of City of Newcastle's Special Business Rates (SBR) program.
Lord Mayor Gavin Morris said it was exciting to see innovative approaches being delivered to support the city's business precincts.
"Watching these mammoth vessels pull through the headland and into our beautiful Newcastle Harbour brings with it a certain sense of excitement," Cr Morris said.
"For businesses in the east end, this project will ensure the arrival of the cruise ships generates a new level of economic opportunity alongside this excitement.
"The Special Business Rates program is specifically designed to benefit businesses in the City Centre, Hamilton, New Lambton and Wallsend and the Passenger Experience Project is a fantastic example of this."
The 113,561-tonne Crown Princess sailed into the Harbour this morning as the first of 18 cruise ships scheduled to visit Newcastle between October 2026 and April 2027.
The Crown Princess sailed into Newcastle Harbour today as the record-breaking cruise season officially begins.
The Passenger Experience Project draws on proven models from Darwin and Port Adelaide, where comparable programs have successfully dispersed cruise visitors into retail precincts and lifted local expenditure.
It was developed in consultation with precinct businesses, the Newcastle Visitor Centre, Destination NSW, the Newcastle Tourism Industry Group and City of Newcastle.
Around 20 local businesses are already onboard, offering special cruise passenger deals to improve visitor access and encourage exploration.
Chair of the East End Collective, Lukas Thodas, said the project will help traders tap into a lucrative opportunity.
"Destination NSW data shows cruise passengers spend an average of $197 onshore per person," Mr Thodas said.
"By bringing people to the east end, we'll increase foot traffic, dwell time and spending at participating local businesses.
"Our traders were keen to capitalise on the record-breaking cruise season, but many were unsure how to draw visitors into the precinct.
"The 24-seater shuttle bus will do loops every 20 minutes to pick up passengers and drop them in the east end, giving businesses a coordinated pathway to capture that spend.
"Beyond the cruise season, the branded digital and printed resources will continue promoting Newcastle East businesses year-round, delivering lasting value beyond the life of the project."
Beyond the Passenger Experience Project, the latest round of SBR funding will also support the creation of a New Lambton Fair in May 2027, featuring food trucks, live music, family entertainment, community performances and heritage storytelling.
The popular Winterheat Festival will return in 2027, while other community favourites such as Newcastle Fringe Festival, West Best Bloc Fest, Newcastle Tuna & Seafood Festival and Newcastle Food Month also received SBR funding.
The western suburbs will become a destination for events, including the return of the Halloween-themed large scale family event Wallsend Frights and the delivery of 10 new "Hot Shots" community events on the last Saturday of the month offering live music, food and opportunities for local small businesses or makers.
Other supported initiatives include an immersive public art experience in Hunter Street Mall, the Midtown Safety and Visitor Experience Program and a Newcastle Accessible Tourism AI Mapping Project.
Special Business Rates are collected from businesses in Newcastle City Centre / Darby Street, Hamilton, Mayfield, New Lambton and Wallsend, and are reserved exclusively for the promotion, beautification and economic development of these business precincts.
Annual funding for the most creative and innovative project proposals is distributed through a competitive application process.
